Test the water tea beverage- beer Tsingtao and how the new Yan.docVIP

 PAGE \* MERGEFORMAT 8 ‘Test the water’ tea beverage: beer Tsingtao and how the new Yan Beer market after 10 years of rapid growth, the program has entered a relatively mature stage, the domestic beer market, the potential for intense close-quarter fight to make up space and getting smaller and smaller, at present every step forward is difficult. Therefore, some domestic beer companies started looking for a new way out, tea beverage market has become their target. At present, the domestic tea market is also highly competitive, beer companies can gain a firm foothold in this market are faced with new problems that need to resolve. In August 2002, Qingdao Beer Asahi Co., Ltd. of Japan injected 70 million Asahi Beverage Co., Ltd. was established in Qingdao in 2002, Qingdao Beer tea beverage advertising expenses actually more than 800 million, while Yanjing Beer in the January 17, 2003 Beijing Yanjing Beverage Co., Ltd. was established and received 180 acres of land dedicated to ‘Yanjing’ brand tea production and development. Why do they do whatever they can ‘test the water’ tea drink? Set of data can be seen from a tea room for development from China Beverage Industry Association data show that in 1997 China’s tea production in less than 20 million tons, in 2000 total about 1.85 million tons, by 2002 nearly 300 million tons, an average annual rate over 200%. Is in the rising period, the beverage industry, performance is generally accepted double-digit margins over. In other words, if the smooth progress in the tea beverage market, its profitability will be much larger than the beer, making beer Tsingtao and Yan to find new living space, the smooth realization of diversification success. Tsingtao beer, and Yan in strategic decision-making can be said to have similar to the Department, but it is also faced with a lot of practical marketing problems. Brand Extension: How to change the regional brands to national brands? Different tea drinks and beer, beer place