Tsingtao Brewery ranks first in China beer industry and ranks among the top 500 brands in the world. What is that? Let me tell you!

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First, brand positioning, new brand proposition

*** 1*** brand positioning is the core of market positioning. Brands must be positioned to meet the needs of consumers and put forward appropriate brand propositions according to market changes. Tsingtao Brewery 1903, the earliest beer producer in China, is a joint venture between British and German businessmen. As a century-old shop, Tsingtao beer brand has obvious characteristics of authenticity, classics and beer experts, and will convey mature, stable and healthy information to consumers. However, the market positioning of Tsingtao Brewery is young people, and consumers are mostly the younger generation after 1980s and 1990s. In this way, the brand of Tsingtao Brewery will appear "more stable than enough, less stable than * * *". Therefore, it is necessary to put forward a new brand proposition with a clear slogan and a strong sense of the times-"* * * to achieve dreams".

* * * 2 * * Brand culture is the embodiment of corporate culture in the brand. The material basis of brand is product, and the spiritual power of brand is corporate culture. According to Li Guirong, the chairman of Tsingtao Brewery, Tsingtao Brewery launched its first brand-new concept "* * * to achieve dreams", which contains a century-old traditional culture of Tsingtao Brewery's earnest and enterprising spirit, and also embodies its positive social values. Full of * * * is the spiritual concept of Tsingtao Brewery's self-transcendence, the spirit of Tsingtao Brewery's consistent pursuit of high-quality beer for a century, and the dream of a century-old enterprise to achieve an international brand.

Second, the event marketing of Tsingtao Brewery

* * *1* * In 2005, Tsingtao Brewery joined hands with "Dream China" to become the sponsor of the second Dream China, and Dream China took "* * * to achieve dreams" as the theme of the event.

***2*** met the 2008 Beijing Olympic Games and became its sponsor. Take the opportunity of launching new brand concepts and sponsoring the Olympic Games to increase brand communication and promotion.

Third, the reasons for the success of Tsingtao Beer event marketing

* * *1* * event marketing should make use of newsworthy activities, that is, events should have certain influence, be concerned by the media and consumers, and become a public topic. Dream China is hosted by CCTV, facing the national audience and the Olympic Games facing the world. From the successful Olympic bid to 2008, most people's eyes are attracted by the Beijing Olympic Games, paying attention to its dynamics and looking forward to its arrival.

* * * 2 * * The audience of events or activities used should be related to the enterprise's own consumer groups, and should have a * * * voice with the target consumers, grasp consumers' purchasing psychology and motivation, and stimulate consumers' emotions. Dream of China is a talent show, which gives ordinary people a chance to realize their dream of being a star. Most of the participants are young people who dare to express themselves. They have both the joy of success and the sadness of failure in the draft. At this time, they can drink beer to express their feelings. The 2008 Olympic Games is an Olympic Games with the participation of the whole people. It's easy to think of drinking frozen beer in hot summer.

***3*** Enterprises or products should have the same appeal point and relevance as the event, so as to use this platform to cause * * * vibration, thus increasing the awareness of people concerned about this event to the enterprise. Tsingtao Brewery's brand proposition of "* * * Achieving Dreams" is also the theme of Dream China. The deep cooperation between Tsingtao Brewery and CCTV has well integrated two brands, that is, never giving up the dream spirit of China players and their * * *, happiness and vitality, which is consistent with Tsingtao Brewery's brand proposition. Tsingtao Brewery's dream coincides with the Olympic Games' "One World, One Dream", bringing the two sides together. Tsingtao Brewery/KLOC-has contributed to the communication between China and foreign countries for more than 0/00 years, and the cultural quality of Tsingtao Brewery "open, honest and mellow" will also add new highlights to the Olympic culture.

Fourthly, the influence of event marketing on Tsingtao Brewery.

*** 1*** spread the corporate culture connotation of Tsingtao Brewery, greatly improved the brand awareness and association, and established a new corporate image. The communication of event marketing is often reflected in news and interpersonal communication, which effectively avoids the instinctive rejection and disgust of advertising. These two marketing events have deepened consumers' understanding of Tsingtao Brewery, and successfully transformed Tsingtao Brewery from a stable century-old store image into a dynamic new image.

***2*** Low input and high return directly affected and promoted the product sales of Tsingtao Brewery. Tsingtao Brewery was exclusively named "Dream China" for half a year. In the first quarter, the brand was upgraded by 1 percentage point, and the sales volume increased by 8 percentage points. Olympic marketing means that consumers' purchasing intention has increased from 54. 1% to 75.7%, an increase of 2 1.6%, ranking first among all Olympic sponsors.