Win the high-end and start the "final battle"! The China Resources Snow Beer Channel Partner Conference was grandly opened

From November 18th to November 20th, the China Resources Snow Beer Ecological Partner Week bloomed in Xiamen. As one of the blockbuster links in the ecological week, the "Raising a Glass to the New World" Snowflake Channel Partner Conference opened on the afternoon of the 18th. At the key juncture of the "3 + 3 + 3" corporate development strategy about to enter the new stage of "Winning the High End", China Resources Snow Beer is constantly accelerating the pace of progress in the new world of beer, gathering the decisive momentum to win the high end, and working hard to write a new historical answer.

Launch a decisive "three major battles" to gain a comparative competitive advantage in the alcohol industry

Hou Xiaohai, chairperson and general manager of China Resources Snow Beer (China) Co., Ltd., proposed the term "final battle" in his first speech. He said that the term was first proposed internally in 2014, and with the "3 + 3 + 3" strategy proposed in 2017, after six years of efforts, China Resources Snow Beer has already possessed the qualifications and basic capabilities of the final battle. At the end of 2022, the time is ripe to revisit the "final battle" and needs to be given a new definition to achieve the best state and achieve the leading position.

"The final battle is the snowflake dream that Snowflake Beer has achieved after 30 years of development and struggle, always standing at a high place and looking into the distance. After two to three generations of management team, it has been achieved through thorns and thorns." Hou Xiaohai said that the current three pillar markets of Snowflake Beer in southwest, east China and northeast China are difficult to shake. The central and southern markets are rising rapidly, and the northwest market should play a leader for a long time in the future. Such potential determines that China Resources Snowflake Beer has the ability to launch this final battle.

China Resources Snow Beer will focus on Heineken, Snowflake Chunsheng, and Brave Tianya superX three products to start the "three major battles", focusing on the "three major battlefields" of developed regions, developing regions, and developing primary regions. By focusing on the layout of beer and developing the beer + Baijiu dual empowering model, it will continuously gain a competitive advantage in the alcohol industry. Truly realize "a big step in three years, and a mountain in nine years", and finally complete the 3 + 3 + 3 strategy. Snowflake Beer is willing to work with channel partners to start a new revolution and realize the leadership of the new world of beer.

Continuously innovate brand marketing forms to release the potential energy of diverse brand combinations

Richard Weissend, President of Heineken China, said that just three years of cooperation with China Resources Snow Beer has made China the fourth largest market in the world and Heineken, Star Silver, the second largest market in the world, becoming another milestone to witness Heineken’s glorious history. In 2023, Heineken, the brand will celebrate its 150th anniversary. Heineken will present a wonderful 150th anniversary event, while continuing to reinvent the beer category plan, explore more new areas, and surprise Chinese consumers.

In the context of consumption upgrading, the rapid growth of elite groups, and Generation Z becoming the main consumer force, China Resources Snow Beer continues to build consumer-friendly marketing activities based on market demand, creating more and better high-end beer consumption scenarios. In 2023, China Resources Snow Beer will start the third three years of the 3 + 3 + 3 strategy. Song Zhanmin, general manager of China Resources Snow Beer Marketing Center, introduced the development blueprint of Snow Beer in the next three years: beer should achieve steady growth in total scale; large and high-end can develop rapidly and become the leader of the industry; innovative brand communication methods, accurate channel marketing, enhance brand power; insight into the consumption trends of "people, goods and places", explore new species, and be the pioneer of "new consumption, new scenes and new drinking methods".

At the branding level, in 2023, China Resources Snow Beer will continue to promote the portfolio construction of multiple brands, further enrich the product portfolio, support high-end development, expand non-beer business simultaneously, and realize the two-wheel drive of beer + Baijiu. At the conference on the same day, Jingzhi Baijiu and Golden Seed Wine Industry also shared the brand story of Baijiu. Qian Xiaofeng, general manager of Shandong Jingzhi Baijiu Co., Ltd., said that Jingzhi is the first Baijiu factory acquired by China Resources Wine Industry, and is currently in the process of a series of rebranding, and will develop a series of products in Shandong Province and outside the province.

He Xiuxia, general manager of Golden Seed Wine Industry Co., Ltd., said that Golden Seed has a long history of culture and unique technical advantages. In the future, it will use a market-oriented mechanism and a new concept of marketization to empower Golden Seed enterprises to operate the market. With professional Baijiu brand building capabilities, build the confidence of channel partners.

Zhang Wei, Director of China Brand Department of China Resources Snow Beer, said that Snow Beer China brand has an extremely rich product portfolio to meet the needs of the new world. In 2023, Chinese brands will partner with street culture platforms represented by street dance, extreme sports platforms represented by the world’s top extreme sports events, and e-sports platforms represented by leading e-sports events IP. They will cooperate with spokespersons and virtual challenge officers to connect with online and offline scenarios through IP full-link marketing.

Subsequently, Wei Jinghan, director of the international brand department of China Resources Snow Beer, introduced on the spot that Heineken, the brand has a pioneering music platform, a high-end sports event platform, rich product introduction and multi-level festival marketing and other resources, and will launch several new products in 2023, in conjunction with Heineken’s 150th anniversary celebration.

值得一提的是,本届华润雪花啤酒生态伙伴周设置了饮·JOY WONDERπ海滩玩派户外展区,雪花啤酒中国品牌与国际品牌纷纷亮相,嘉宾既可以在勇闯天涯superX的X能量站与黑狮白啤的自由营地中感受青春热情之美,也能在老雪打造的复古酒馆里重拾经典的回忆。与此同时,喜力 与高端足球赛事五座奖杯的强强联合、苏尔打造的梦幻阳光沙滩、红爵“搬来”的欧洲风情街巷等也各具特色,所有展区都与品牌气质相得益彰,呈现出多元啤酒品牌文化的无限魅力,诠释了新世界下啤酒创新发展的更多可能。

  深度赋能渠道伙伴携手并肩制胜新世界

好产品与好品牌离不开好渠道,只有持续构建强大的渠道伙伴体系,才能助力企业发展战略的高效落地。华润雪花啤酒客户发展部总监王伟健在会上表示,2022年虽受到散发性疫情影响,但广大渠道伙伴们积极开展社区团购、线上直播等销售方式,多措并举将啤酒送到客户手中,造就了好的销售业绩。同时,华润雪花啤酒的客户赋能工作也没有停止,一年完成了700个客户的五维能力评估,更开创了结合品牌体验舞台剧以及品鉴互动为一体的品鉴会2.0。

在新的一年中,华润雪花啤酒将持续做好高端赋能,开启领航计划,推动“火尖枪”工作;此外,为增强与终端伙伴更多元、更加深入的互动,继续开展酌臻品鉴会,让更多终端伙伴、关键人了解华润雪花啤酒,推动渠道伙伴、终端伙伴及华润雪花啤酒的协作发展。

新格局激发新动能,新世界承载新使命。当前,行业步入高质量发展的新阶段,已走过三十年征程的华润雪花啤酒将继续创新引领强大的品类和产品组合,构建啤酒+白酒业务“双赋能”发展模式,与全国渠道伙伴携手并肩,发力决胜高端的“最后一战”,制胜新世界下的广阔未来。