How Can Chinese Elements Of Beer Culture Be Exported?

The volume and amount of beer imported from China began to decline from the end of 2018.

According to the database of China Business Industry Research Institute, in 2019 1-11, China imported 68 million liters of beer, down 12% compared to the same period last year, the amount was 5 billion 200 million yuan, down 6% compared with the same period last year.

However, China's exports of beer are quietly increasing. In the same period last year, the volume of beer exports in China was 37.8 million liters, a cumulative increase of about 8%, and the export volume was nearly 1 billion 600 million yuan, representing a cumulative increase of 5%.

Chinese consumers no longer favor foreign beer? The answer is No. Foreign brands still occupy nearly half of China's high-end beer market. What should Chinese beer enterprises catch up with?

"Culture." Recently, Huarun Hou Xiaohai (Holdings) Limited (00291.HK, hereinafter referred to as Huarun beer) CEO CEO accepted an exclusive interview with the economic news reporter in twenty-first Century, saying that the international beer business has a better brand in the international stage than the Chinese beer enterprise. In the final analysis, the brand culture has spread well. Because beer itself is a culture. He believes that when Chinese culture is not global, it is more difficult for Chinese beer to become a global brand.

"A team without culture can't win the battle." Hou Xiaohai said.

Regular play

How to export beer culture?

"Enterprises are now studying the changes in consumer behavior and the segmentation of consumer scenarios." Hou Xiaohai said that before the Chinese could not afford beer, they could afford to drink, two or three yuan, one bottle, one carton and one carton. Now buy home to drink, a person to the moon to drink, drink well.

Budweiser group is a leader who understands the rapid response of consumers after the change.

In Budweiser Asia Pacific's listing instructions on the Hongkong capital market last year, it highlighted the change in consumption. The latest ice cream in Harbin is tailored to young adults who love sports, fashion and street culture. Budweiser Asia Pacific has even set up a pioneer lifestyle promotion team.

It is a good thing for international beer enterprises to take consumers' keen sports and music as well as food as the carrier of brand culture.

"This year is HeineKen's sports year, sponsoring the Champions League, F1 and Tennis Masters. The Champions League tour is an opportunity for fans from all over the world to experience the Champions League in close proximity. Through the enlargement of social media, the brand value of UEFA and HeineKen has been greatly enlarged. " Hou Xiaohai believes that HeineKen is quite good at the landing and implementation of sports marketing.

In addition, Carlsberg has strawberry Music Festival, sponsoring England National Football Association, Budweiser group supports the Premier League and the Spanish League. Last December, the Budweiser group Museum of China's beer opened its food, dance, music and fashion show. The huge global giant in China has started a systematic beer culture export in China.

In addition to leading and reforming the lifestyle of consumers, it is also a cultural outlet for brewers to use the city culture to go to sea by boat.

The most successful one is German beer.

The beer culture festival in Munich has brought German beer effortlessly to the world for more than 200 years, retaining Bavaria's folk customs and customs. German beer has also dominated the list of beer imports and imports in the Chinese market for many years.

As a friendly alliance with Munich Beer Festival, Tsingtao Brewery Festival has a history of 38 years. From Qingdao to all parts of the country, from the ground to the sea, from the sea to the air. Last year, the "all in one" Tsingtao Brewery Festival entered Africa for the first time. Under the dual function of city culture helping beer culture infiltration, Liberia became the largest market country in Qingdao beer in Africa, and the market share reached the top two. This year, there will be Tsingtao Brewery carnival on the streets of South Korea, Singapore, Germany and Italy.

Chinese elements

Compared with the one hundred years of Tsingtao beer, Huarun beer, the largest beer company in China, has to export beer culture with Chinese elements. It can take much less route than other domestic beer enterprises or even regional beer brands.

Compared with Yanjing Beer (set up in 1980), Chongqing beer (established in 1959), Harbin beer (founded in 1900), Zhujiang Beer (built in 1985) and other domestic beer enterprises, Huarun beer was founded only 27 years ago, the youngest.

Historically, it can not compete with old brands. The quality endorsement is much the same. How does Huarun, with snowflake as its sole brand, embody Chinese culture?

This has plagued Huarun beer for a long time.

"The way the Chinese brand used to go is to win in a big way. Huarun has underestimated the premium capability of a good brand in its rapid development, resulting in a relatively weak brand value attribute. Therefore, we need to reinventing the brand and let the brand interact with consumers. Two is based on high-end, high-end products and segmentation. Hou Xiaohai told reporters on twenty-first Century economic report.

As early as 2004, the founder of Kotler marketing group pointed out the weakness of China's beer brand: the biggest problem of Chinese beer brands is the lack of "emotional value stories". On the portraying of the spirit of the Chinese in pursuit of self actualization, Huarun found a cultural carrier that is different from music and sports promotion. In the output of beer on Chinese elements, the exploration of Huarun in the industry has gone the farthest and deepest.

In 2009, snowflake brew jointly launched a public welfare activity that popularized and inherited the beauty of Chinese ancient architecture in Tsinghua University. Huarun believes that whether it is ancient architecture or photography, its thick foundation accords with the high-end image of snowflake. Up to now, the snowflake Chinese ancient architecture photography competition has attracted more than 5 million people to participate, becoming one of the largest and most influential photography competitions in China.

Subsequently, the new logo of Huarun beer highlights the Chinese elements - the two words of "snowflake" in the traditional Chinese paper-cut art style, and integrates the Chinese seal design, calligraphy strokes and ancient building window design on the product packaging. In Guizhou, Sichuan and other provinces, Huarun has developed the natural beauty series by designing the local customs of ethnic minorities. In 2012, the wine label was born as the super high-end snowflake beer of the Chinese Facebook series.

From the perspective of packaging design, snowflake beer is already a bottle of clear Chinese culture beer.

But in this bottle of wine, what is the cultural core of Huarun beer?

In 2017, snowflake corporate culture remodeling project was listed as a major strategic project of Huarun snowflake. 38000 snowflakes received a questionnaire survey and lasted for 40 days. After that, they formed 33 million words of cultural research records, and formed a "snowflake culture diagnosis report".

In twenty-first Century, the business reporter obtained the internal Handbook. Huarun has summed up the corporate culture as the core spirit of "everyone is not simple, and every bottle of wine has been sparkled". It is our mission to become an international wine making enterprise with consumer trust, staff pride and leading industry. It will lead the industry development and brew a better life as our mission.

Corporate culture is clear. But in the twenty-first Century economic news reporter's view, whether Tsingtao Brewery or Huarun beer, as a bottle of Chinese made beer, to convey to the consumer's core consumer culture, how to separate the beer culture between Europe and the United States needs to be further combed and focused.

Besides making a Chinese beer, last April, when Huarun bought HeineKen's Chinese assets and obtained the authorized use of HeineKen brand in China, how to find the best balance in the dual brand culture with Chinese elements and international elements at the same time and ship to sea, which will test the Chinese beer production enterprises for the first time.

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