Qingdao Beer from the noble history of the evolution toward the public.docVIP

 PAGE \* MERGEFORMAT 12 Qingdao Beer from the noble history of the evolution toward the public June 28, by the World Brand Lab and the World Economic Forum, jointly organized by the World Brand Congress in Beijing held a grand, it was released in 2004 ‘China’s 500 most valuable brands’ list, Qingdao Beer is one of them, the highest in No. 31. At the same time, Qingdao Beer brand valuation topped 16.873 billion yuan top beer industry continue to play the role of leader in the domestic beer market. However, in this moment of brilliant flowers, is often difficult process of growing flowers that had been forgotten. Year from the elite brand Tsingtao brand to the public the process of evolution, many people questioned his ‘bigger and stronger’ strategy, namely, extension-type expansion and low-cost strategy, saying it will Tsingtao brewery in the back of the small feed heavy burden, ‘noble’ brands will no longer noble, its ability to lead, Qingdao Beer is still an unknown glory ... ... In fact, as China’s Tsingtao beer industry’s only national sales brands, which have long wanted to become the dominant consumer market, the domestic beer brands, but in 1997, when its market share is still in bad situation: other domestic brands account for 67% of market share, joint-venture brands, accounting for 31% of market share, its only a mere 2% of market share, while more than 90 foreign joint venture in China has been well-known international brands in high-price and Tsingtao Brewery launched frontal assault. Therefore, to get beer, Qingdao Beer became the dominant consumer market, brand, easier said than done? However, that was the reality of the Chinese beer market, while a mere 2% of Tsingtao’s market share, at the time the Chinese beer company, its market share is among the first in the industry, and can be regarded as the industry leader. However, an enterprise’s business strategy may often change in a certain environment arising from the enlightened. By the end