Many old Qingdao have a deep affection for Laoshan beer, and many people will often talk about some of her past stories and recall her old taste. People like me who don't drink alcohol, in the past, occasional social occasions, when they really can't get away with it, they will choose a small cup of beer, which is a little faint compared to green beer, and I think there must be a lot of people who like her.
The gate of Laoshan Brewery in the late 1980s (Old photos collected by Kui Shucai)
At that time, the exterior wall decoration of Laoshan Brewery adopted a very popular mosaic pattern. The eight neon slogans above the gate, "Shenquan Fine Wine, Fragrant Four Directions", perfectly explain the unique technology of using special processes such as Laoshan Spring Water to make wine.
At the end of the 1980s, Laoshan Beer was a promotional material.
On August 8, 1981, Laoshan Brewery broke ground in Shazikou and was successfully trial produced in September 1984. However, in the rush of beer wars, it was once in a situation of loss. The entire factory produces less than 6,000 tons of beer per year, and the market is difficult to expand. In 1985, the factory changed its leadership team, Zhao Piyi took office, less than a year, this factory that was once facing suspension and rectification actually came back to life, turned losses into profits, and opened a brilliant under the eyes of Tsingtao Beer.
At the 2nd International Beer Festival in 1992, Laoshan Brewery's motorcycle guided array drove on Taitung Road. (Collected by Shucai)
In the early 1990s, Laoshan fresh beer was also often seen.
In 1995, the total profit and tax of Laoshan Beer ranked second in the beer industry in Shandong Province, and the profit and tax ranked 11th and the profit ranked 8th among the 50 large and medium-sized enterprises in Qingdao.
Laoshan Brewery has been rated as China's 500 largest industrial enterprises and the best benefit enterprise by the Development Research Center of the State Council and the National Bureau of Statistics for four consecutive years, was rated as the first "Top 100 Chinese Science and Technology Enterprises", was rated as one of the top 200 light industry enterprises by the China Light Industry Federation, was rated as one of the top 100 beverage manufacturing industry enterprises by the National Bureau of Statistics, was awarded the "Fumin Xinglu" labor award and the title of "Provincial Civilized Unit" by Shandong Province, and was rated as "AAA" enterprise in the first batch of credit ratings in Shandong Province. For three consecutive years, it has been rated as "Star Enterprise" by Shandong Provincial Light Department, "Best Benefit Enterprise" and "Jinding Enterprise" by Qingdao City, and won the honorary titles of "Benefit Award" and "Benefit Excellence Award".
Zhao Piyi, director and secretary of the party committee of Laoshan Brewery, has been awarded the Shandong Provincial First Light System Entrepreneur, Shandong Outstanding Entrepreneur, Rongli Provincial Second Class Meritorious Service, Qingdao Outstanding Entrepreneur Outstanding Factory Director (Manager), Qingdao Professional and Technical Top Talents, Qingdao Outstanding Scientific and Technological Talents, National Liquor Industry Top 500 Gold Award, Outstanding Contributor Gold Award, etc.
Laoshan Beer has won the title of "Quality Product" of the Ministry of Light Industry and the Gold Medal of the First Beijing International Exposition and China Light Industry Products Expo, won the "Silver Award" at the 4th World Liquor, Beer, Wine and Beverage Expo held in Tokyo, Japan, won the "Gold Award" of the Brussels International Wine Expo, 12 ° Laoshan Beer and 10 ° Laoshan Dry Beer both won the "Gold Award" of the First China Science and Technology Boutique Expo, and Laoshan Beer won the "'95 Gold Award of Quality Products of China Beer Industry", 10 ° Laoshan Beer won the "Qingdao Major Scientific and Technological Achievement Award". Laoshan beer not only sells well in more than 30 provinces and cities across the country, but also exports to the United States, Britain, Canada, Japan, Hong Kong and other countries and regions.
In the past, green beer production is high-end products, lao beer production is low-end products, in 1996, the former Dayang Food Company Peng Zuoyi served as the president of green beer, green beer company adjusted its strategy, began to march from the high-end market to the low-end market, and the vision from overseas to withdraw from the country. At the same time, Qingdao Sales Company was quickly established, which opened the first battle of Tsingtao Beer - occupy Qingdao! Lao Beer and Green Beer began to fight each other in the Qingdao market, and each did not give in, and soon there was a situation of brothers fighting each other. Because of The general manager of Laoshan Brewery, Zhao Piyi, the general manager of The Green Beer Company is Peng Zuoyi, and the people of Qingdao jokingly call this beer war the "Two Righteousness (Yi) War".
Behind the "war of two righteousness" is the fight between two large beer companies, which can be described as a battle of wits and courage, channels, prices, promotions, advertising, etc. directly facing the competition. Two companies, including two, have stirred up the waste recycling market in terms of recycling and storing old beer bottles. At that time, the recycling price of a beer bottle was almost fifty cents, and thinking about a bottle of lao beer was more than a dollar. It is the enterprise that fights, and the beneficiaries become island city residents.
Green Beer also launched a low-priced mass beer, which is retail priced at only 2 yuan a bottle, but only for festivals. At the same time, it is promised to let Qingdao citizens drink the "wine of the week" that leaves the factory within one week. For a time, Tsingtao Beer's publicity advertisements were all over the island city, direct delivery trucks shuttled back and forth, and Green Beer launched round after round of attacks on Lao beer, and the "War of Two Righteousness" also had results after several rounds of competition, and the market share of Tsingtao Beer increased rapidly, quickly overpowering Laoshan Beer.
In 1999, the 9th Qingdao Beer Festival tasting coupon seemed to be the last time to appear on the beer festival promotion under the name of Laoshan Brewery.
In March 1999, the Qingdao Municipal Government sent a special team to start an in-depth investigation of the joint problem of Qingbier Company and Laoshan Brewery, and concluded that the production and sales of "Qingdao Beer" increased significantly, and the products were even out of stock in individual areas, while the production and sales of "Laoshan Beer" fell sharply, resulting in serious idle production capacity. In line with the principle of complementary advantages and common development, we should give full play to the market network advantages of "Tsingtao Beer" and promote the development of "Laoshan Beer".
The picture shows the Laoshan Brewery in 1999
In July 1999, the Qingdao Municipal Government decided that the Laoshan Brewery would be entrusted by the Qingdao Beer Company, and the Laoshan District Government would sign an escrow agreement with the Qingbier Company to entrust the assets of the Laoshan Brewery to the Qingbier Beer Company for operation and management. The Qingdao Municipal Government has specially set the principle of "two unchanged and one reservation" for the trusteeship: the legal person status of Laoshan Brewery remains unchanged, the tax payment of enterprises in Laoshan District remains unchanged, and the "Laoshan Beer" brand is retained.
In 2010, the tenth anniversary of the No. 5 Qing beer factory (formerly Laoshan Brewery), Zhao Piyi, the old director of Laoshan Beer, Who made outstanding contributions to Laoshan Beer, Mu Jianmin, secretary of the Laoshan District Committee of the Communist Party of China, and Sun Mingbo, president of Qingdao Beer Co., Ltd., received flowers from employees.
In August 2000, Qing beer Company invested 29 million yuan to acquire the operating assets of Laoshan Brewery, established Qingbiao Company No. 5 Co., Ltd., and co-existed Laoshan Beer as the second brand of Qingbier Beer Company with Tsingtao Beer. After the acquisition of Laoshan Brewery, Qingbier Company absolutely controlled the local market in Qingdao, and its market share rose to 90%.
On July 31, 2001, Peng Zuoyi, the general manager of The Green Beer Group, known as "General Peng Da", died tragically at the age of 56, which caught people off guard, and the former "War of Two Righteousness" has completely become history, and people always lament when talking about this past.
The Laoshan Beer Label, which was incorporated into Green Beer, has been changed to the Green Beer trademark.
I don't drink alcohol, but I seem to have a relationship with alcohol. Employed in the food department of a department store, green beer was only supplied with two tickets, five bottles per household, which was usually difficult to see. In the late 1980s and early 1990s, the beer sold on the counter was mainly Laoshan Beer and Gwangju Beer produced in Yexian County, of which Gwangju Beer accounted for most of the market share, and then I don't know what year and month, suddenly legend gwangju beer drank bad things, the specific truth is unknown, so Gwangju Beer plummeted, the supermarket market has been removed, and in a very short period of time withdrew from the Qingdao market. Since then, Laoshan Beer has begun a period of special scenery, until 1996, when it monopolized the Qingdao market.
In 2000, the establishment of Tsingtao Beer Fifth Co., Ltd. was successful, and Laoshan Beer also bid farewell to an era. Time flies, and 20 years pass in the blink of an eye. A friend and I have nagged more than once, looking at the supermarket catering, green beer is still the green beer, but the beer is no longer the original taste. Not a person in the wine, can not comment, but still miss the former Lao beer, once Laoshan Brewery.
This article is edited for reference:
"A Brief Analysis of the Modern Enterprise M&A Model- Taking Tsingtao Beer Group Corporation as an Example",
"Behind the Ten Years of Glory of Laoshan Beer, Collective Refraction of Green Beer Journey"
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