It took only ten years for China Resources Snow Beer to develop from a regional single factory to a well-known enterprise in the industry. At present, China Resources Snow Beer operates 48 breweries in Chinese mainland, accounting for 65,438+05% of the beer market in China. With more than 30 regional brands, it has regional advantages in many markets in China. In 2006, the sales volume of China Resources Snow Beer exceeded 5 million kiloliters, which not only broke through the first sales volume of Snow Beer, but also surpassed other domestic beer enterprises in one fell swoop and became the largest beer enterprise in China.
China Resources Snow Beer (China) Co., Ltd. was established in 1994 (Xu Jianian), and is a central enterprise which is controlled by China Resources Venture Co., Ltd. to produce and manage beer and beverages.
Company type: Sino-foreign joint venture
Company slogan: everyone is not simple, and every bottle of wine shines.
China Resources Snow Beer was founded in 1994, which is much shorter than Tsingtao Beer. Originally called Shenyang Brewery, many people may not have heard of it. After continuous development, it has finally become a well-known brand, and the advertisement of brave travel is also deeply rooted in the hearts of the people. In the first half of 20 19, the sales volume of China Resources Snow exceeded 6 million kiloliters, while the sales volume of Tsingtao Brewery was only 4 million kiloliters.
In fact, the main reason is that Tsingtao beer is more expensive. One of the main reasons why China Resources Snow sells more than Tsingtao Beer is that the price is more humane. At this point, I also have some experience. I usually drink snowflakes when I go out to eat. Although Tsingtao beer can be drunk, it is definitely less than snow. There is also a reason why China Resources Snow has more factories than Tsingtao Brewery. China Resources Snow has more than 90 breweries in China, while Tsingtao Brewery has only 60. I have to say that the strategic layout of China Resources Snowflake is still very long-term.
China Resources Snow has designed a model of "manufacturer-operator-distributor-terminal" to transform wholesalers into operators, and most of the sales work is undertaken by manufacturers. The sales manager of Snow Beer directly enters retail stores, restaurants and other terminals to promote, serve, display and maintain the price system.
Facts have proved that this model ensures that Snow Beer can still divide and manage the market while expanding its sales volume and sales area. Driven by the distribution system, China Resources Snow has expanded from the original region to the whole country, and the distribution system has extended to remote areas such as Tibet, with rapid sales growth.