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Tsingtao Beer

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Beer production enterprise
unfoldTwo entries with the same name
Tsingtao beer is produced from Qingdao Beer Co., LTD The company's predecessor is The state-owned Tsingtao Brewery In 1903 The British , DE The joint venture between businessmen of the two countries was one of the earliest beer production enterprises. The year 2008 Beijing Olympic Games Official sponsor, among Top 500 global brands .
Tsingtao beer selection of quality barley , Rice , first-class hop Soft and hard moderate, clean and sweet Laoshan mineral water Brewed from raw materials. The original wort is 12 degrees, and the alcohol content is 3.5-4%. The liquor is clear and transparent, light yellow, the foam is clean, delicate and lasting.
On December 18, 2018, World Brand Lab Publish the The World's top 500 brands 2018 Tsingtao Beer ranked 310th. [1]
On April 10, 2019, Tsingtao Beer's 41st "Quality Improvement Anniversary" theme activity - "Building Dreams with ingenuity, Creating a New era of charming Quality" was held Qingdao Beer Factory No. 2 hold [2] .
In December 2019, Tsingtao Beer was selected as one of the 100 brands in the 2019 China Brand Power Ceremony.
[3] On December 18, 2019, the People's Daily "China Brand Development Index" ranked 91st on the 100 list.
Company name
Qingdao Beer Co., LTD
Foreign name
Tsingtao Brewery Co.,Ltd
Establishment time
June 16, 1993
Headquarters location
Shandong Province Qingdao City
Business scope
Beer, domestic business, self-operated import and export business
Type of company
Shareholding system
Annual turnover
27.984 billion Yuan (2019) [4]
Number of employees
More than 28,000 people
Listed market
Shanghai Stock Exchange
Listing code
600600
Place of creation
Qingdao City
Legal person
Sun Mingbo
Registered capital
1350.98 million yuan
Production base
Qingdao City
Official website
http://www.tsingtao.com.cn/

catalogue

  1. 1Company introduction
  2. ▪Sales volume
  3. ▪honor
  4. ▪position
  5. 2Historical evolution
  6. 3Industry status
  7. 4International process
  8. ▪International market
  9. ▪Brand International
  10. ▪Capital operation
  11. 5Product characteristics
  12. ▪Taste characteristics
  13. ▪Selection of raw materials
  14. ▪Brewing technology
  1. 6Product identification
  2. ▪summarize
  3. ▪Identification of bottled Tsingtao beer packing box
  4. ▪Trademark identification
  5. ▪Bottle cap identification
  6. ▪Bottle identification
  7. ▪Other identification
  8. 7Business philosophy
  9. 8Development history
  10. 9Beer history
  11. 10Marketing strategy
  12. 11Leadership information
  13. 12Enterprise honor
  1. ▪Before 2010
  2. ▪The year 2010
  3. ▪The year 2018
  4. ▪2019
  5. ▪The year 2020
  6. ▪The year 2021
  7. ▪2022
  8. ▪2023
  9. 13Modern development
  10. ▪pandect
  11. ▪The first stage
  12. ▪The second stage
  13. ▪Reform measure
  14. ▪Structure restructuring
  15. ▪Brand reorganization
  1. ▪Slow down acquisition
  2. 14Subordinate brand
  3. ▪Olympic standard products
  4. ▪Non-olympic standard products
  5. ▪Proprietary trademark product
  6. ▪Edge ball products
  7. 15Business partner
  8. 16Related report
  9. ▪The news broadcast time
  10. ▪The KMT confirmed that Tsingtao beer is owned by the KMT party
  11. 17Enterprise event

Company introduction

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EDITOR
Tsingtao Beer headquarters building
Tsingtao Beer Co., LTD. (hereinafter referred to as "Tsingtao Beer") was founded in August 1903 by a joint venture between German businessmen and British businessmen in Qingdao Germanic Beer Company Qingdao Co., LTD., 2008 Beijing Olympic Games Official sponsor, among Top 500 global brands .
On July 15, 1993, Tsingtao Beer stock (0168) was listed Hong Kong Stock Exchange Go public. On August 27 of the same year, Tsingtao Beer (600600) was sold in Shanghai Stock Exchange Listed, becoming China's first dual-listed company.
In the late 1990s, Tsingtao Beer had more than 50 beer production bases in 19 provinces, municipalities and autonomous regions in China, and basically completed a national strategic layout by using various capital operation methods such as mergers and reorganizations, bankruptcy acquisitions and joint ventures.

Sales volume

In 2010, the beer company achieved a cumulative sales volume of 6.35 million liters of beer, an increase of 7.4%, and realized the main business income of 19.61 billion yuan, an increase of 10.4% Net profit 1.52 billion yuan, an increase of 21.6%, and continued to maintain a good development trend of profit growth greater than sales revenue growth, sales revenue growth greater than sales growth.
Tsingtao beer is exported to more than 70 countries and regions in the world, including the United States, Japan, Germany, France, Britain, Italy, Canada, Brazil and Mexico. According to the Barth Report, an authoritative report on the global beer industry, Tsingtao is ranked as the fifth largest beer manufacturer in the world by volume.

honor

The brand of beer has a long history, and its influence in the world is relatively large, but "the sail is big, the ship is small". In 1998, the company formulated the development strategy of "big brand" and began to carry out large-scale merger and acquisition expansion. The strategic focus of beer from "bigger and stronger" to "stronger and bigger", from expansion to integration. The beer brands are in World brand Value Laboratory (World Brand Value Lab, 2012) Top 500 Chinese brands The brand value has reached 63.168 billion yuan. The brand value of Tsingtao Beer in 2013 was officially released: 80.585 billion yuan, an appreciation of 28%, ranking first in the beer industry for ten consecutive years.
Tsingtao Beer has won almost all the gold MEDALS of beer quality evaluation held since the founding of New China in 1949, and has won many gold MEDALS in international evaluation competitions held around the world.
In 1906, Tsingtao Beer was built only three years ago Munich Beer Fair Won the gold medal; Three times in the 1980s American International Beer Competition On the top of the list; In 1991, 1993 and 1997, respectively Belgium Gold MEDALS in international competitions in Singapore and Spain; In 2006, Tsingtao Beer won the title of" Forbes "2006 Global Top 200 reputable Companies", ranked 68th; Won the Annual Award of Asian Brand Awards in 2007; In 2009, Tsingtao Beer won the Shanghai Stock Exchange "Corporate Governance Special Award - 2009 Board of Directors Award"," Top 500 global brands "And many other honors, and won the seventh" China's most respected company "Honor; In 2010, Tsingtao Beer entered the list for the fifth time. wealth "Magazine" The most admired Chinese company ".
Tsingtao Beer is known for "becoming a globally influential brand Large international company For the vision, will continue to innovate, "with our passion, brewing global consumer preferences of beer, to create happiness for life!"

position

Add: 56-10 Dengzhou Road, Qingdao City, Shandong Province

Historical evolution

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EDITOR
Qingdao Beer 100th birthday [4]
Adopted on August 15, 1903 Deutsche Bank Raised $400,000 Mexican dollar the Equity capital , Hong Kong The Anglo German Beer Company A joint venture between German and British businessmen established the Germanic beer company Qingdao Joint-Stock Company in Qingdao. Annual capacity 2000 tons, production Pale beer and Black beer .
In 1906, The Germanic Beer Company The beer produced by Qingdao Joint-Stock Company was exhibited at the Munich Fair and won the gold medal.
September 16, 1916, Tokyo, Japan" Great Nippon Ale Co., LTD Purchased the Germanic beer company Qingdao Co., Ltd. for 500,000 silver dollars and changed its name to "Dainippon Ale Co., LTD. Qingdao Factory."
Still produce Brown beer and stout The trademarks are "Sapporo", "Sun", "Fuku" and "Kirin" and other brands. At that time, there were 15 Japanese employees, 7 Japanese workers, and 164 Chinese workers (including 12 female workers).
In 1939, the Daiichi Nippon Ale Co., Ltd. built a wheat workshop, which was the only equipment for malting in China at that time.
In 1942, Dainippon Ale Co., LTD. 's Qingdao factory was expanded on a large scale, adding wine storage tanks, improving the saccharification room, and installing a complete set of liquor filling equipment in the packaging room, increasing the annual output of beer to 4,663 tons.
In 1945, after the surrender of Japan, the then Qingdao City government sent staff to take over the Dainippon Ale Co., LTD. Qingdao factory, retained 295 staff, commandeered 8 Japanese technicians, the factory name is easily "Tsingtao Beer Company".
On December 5, 1946, Tsingtao Beer Company was taken over by the Administrative Yuan Shandong Qingdao District Anti-Counterfeiting Industry Processing Bureau and named "Tsingtao Beer Company". Tsingtao Brewery ".
The first batch of Tsingtao beer was exported to Singapore in 1948.
On June 2, 1949, Qingdao was liberated and Tsingtao Brewery was renamed "Tsingtao Brewery". The state-owned Tsingtao Brewery ".
1950, to get rid of hop The passive situation of dependence on foreign imports of raw materials in the outskirts of Qingdao Lao Mountain (in Shandong Province) The county established a hop production test site, and planted 32 mu of hops successfully.
In April 1954, the first batch of 500 cases (4 dozen packs) of Tsingtao beer was shipped to Hong Kong.
In October 1963, it was rated as a national wine and won the only gold medal in the National beer quality evaluation.
In 1964, he created the famous" Tsingtao beer operation method ", promoted in the national beer industry.
In 1972, it entered the American market, and in 1988, the sales volume in the United States has reached 1.24 million cases, making it the largest beer brand exported from Asia to the United States.
In 1981, the influential American consumer goods magazine Washingtonian The "Washington International Beer Conference" held by the United States evaluated 350 kinds of beer imported from countries around the world, and Tsingtao beer won the first place over brand-name beers from countries such as Germany and the Netherlands.
In July 1985, Tsingtao Beer was once again awarded" Washington Asian Beer Competition "The champion.
On May 19, 1987, in the International beer competition in Mississippi, USA, Tsingtao Beer beat nearly 400 international and local beers and scored the highest score among the 15 beers elected, ranking first.
In 1990, Tsingtao's sales in Macau accounted for 64 per cent of the total beer market.
On September 24, 1991, Tsingtao Beer won the Gold Award at the Monton International Competition held in Brussels, Belgium.
Tsingtao Beer was founded Qingdao International Beer Festival ". Then, Qingdao Beer Festival Held once a year, the annual attendance of millions of people (2006 Qingdao International Beer Festival was named "China's top ten festivals").
In 1992, Tsingtao Beer established its European office in Italy.
On July 15, 1993, Tsingtao Beer Co., LTD Hong Kong Stock Exchange Officially listed. Qingdao Beer Stock Co., LTD Shanghai Stock Exchange Go public.
On March 7, 1996, Tsingtao Beer issued primary depositary shares (ADR) to the United States and was approved by the United States Securities and Exchange Commission.
Tsingtao Beer was officially listed on the Shanghai Stock Exchange. Shanghai 30 Index ".
In 1998, Tsingtao Beer implemented the "big brand development strategy" and took the lead in carrying out large-scale mergers and expansion in the country.
In 2001, Tsingtao Beer won the" China's most respected company He won the award six times.
Tsingtao Beer proposed to change from "bigger and stronger" to "stronger and bigger", and its development strategy changed from "expansion" to "integration".
In 2002, the "Development and Application of Beer Flavor Substance Atlas Technology" won the second prize of National Science and Technology Progress.
On August 15, 2003, Tsingtao Beer ushered in its centennial birthday.
Since June 2005, the Beer Company and Chinese Olympic Committee The Press Committee and other co-organized the "Tsingtao Beer - I am the Champion" activity, which ignited the passion of the entire people for the Olympic Games, transformed every spectator into a passionate participant, and let everyone share the passion and dream of the Olympic Games together.
At the beginning of the year, in order to cooperate with the marketing strategy of the Olympic Games, Tsingtao Beer created and implemented a "trinity" marketing strategy integrating "brand communication, product sales and consumer experience".
After the accumulation of strength in integration, the company's strategy changed from "integration" to "integration and expansion simultaneously".
In July, Tsingtao Beer in Taiwan Kaohsiung 建立生产规模10万吨啤酒生产工厂，是青岛啤酒在中国大陆以外实现生产的重要标志。
On August 11, Tsingtao Beer signed a contract with the Beijing Olympic Organizing Committee as the sponsor of Beijing 2008 China Beer.
The scientific research project "Development and Application of High-efficiency and low-consumption Brewing Technology for Beer" of Tsingtao Company won the second prize of National Science and Technology Progress Award again in 2006, which is the only one that has won twice in China's beer industry so far National Science and Technology Progress Award The enterprise.
March 28, 2007, in distance from 2008 Beijing Olympic Games On the occasion of the countdown of 500 days, Qingdao Beer successfully launched a new product for the Olympic Games Frisky beer Happy beer is a sports beer "born for the Olympic Games", and its "low calorie, high energy" characteristics cater to the public's enthusiasm for sports and promote the trend of healthy life.
On April 15, 2007, the United Nations World Tourism Organization, United Nations Development Programme , National Geographic The channel co-organized a large-scale TV activity of "Tsingtao Beer, CCTV, Qingguo Qingcheng - the most famous Chinese city worth introducing to the world", so that the Olympic passion could be transmitted between cities and let the world know more about China. Also use the Trinity Marketing method Let the brand and the city interact and win.
In 2008, Wenchuan earthquake After that, Tsingtao Beer donated a total of 13.57 million yuan, and started the love home program and carried out psychological assistance.
Tsingtao Beer launched the "Global Olympic Passion Collection" to share the passion and witness the Olympic Games with the world through the bilingual website Cheers-China. [4]
On August 3, 2011, Qingdao Beer (Jieyang) Company's annual output of 600,000 million liters of beer production base project in Guangdong Jiedong Economic Development Zone New area The groundbreaking ceremony was held, and after the completion of Tsingtao Beer's production capacity in Guangdong will exceed 2 million liters. [5]
On April 20, 2013, a 7.0-magnitude earthquake occurred in Ya 'an, Sichuan Province. In the first time after the disaster, Tsingtao Beer Company, while confirming that all employees in Sichuan were safe, immediately launched emergency assistance to the earthquake-stricken areas. Through the Qingdao Branch of the Red Cross Society of China, Tsingtao Beer Company made an emergency donation of 8 million yuan to Ya 'an disaster area, and began to organize Tsingtao Beer employees to contribute love to the disaster area. In addition, the five-year" Qingdao Beer earthquake disaster area psychological assistance project "Will also continue the warmth. [4]
On January 9, 2024, the opening ceremony of Qingdao Beer Party Building Culture Hall was held in Qingdao Brewery. [29]
On March 26, 2024, Tsingtao Beer announced that its net profit in 2023 was 4.267 billion yuan, an increase of 15.02% over the same period last year, and it planned to pay 2 yuan for 10 years. [30]

Industry status

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EDITOR
November 19, 2010, by China Liquor Circulation Association and China Brand Strategy Research Institute Co-sponsored," Hua Zun Cup" The results of the second Chinese wine brand Value evaluation are National Convention center Announced! Qingdao Beer Co., LTD It ranks third among Chinese liquor enterprises, with a brand value of 27.874 billion yuan (RMB), and ranks first in China's beer industry.
Tsingtao Beer's vision is to become "a brand with global influence. Large international company ". Tsingtao Beer has achieved market, brand and Capital operation The internationalization of...

International process

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EDITOR

International market

Tsingtao Beer logo
Tsingtao Beer was one of the first Chinese brands to enter the international market. In 1906, in Munich International Beer Fair Won the gold medal; In 1948, Tsingtao Beer began to be exported to Singapore in large quantities. Sin Chew Daily "Said that the quality of the beer is far above other beers, and local overseas Chinese businessmen compete for its agent qualification; In 1954, Tsingtao Beer began to be shipped to Hong Kong in large quantities; Tsingtao Beer entered the U.S. market in 1972, sold 1.24 million cases in the U.S. in 1988, and is still the largest selling Asian beer brand in the U.S. market. Up to now, Tsingtao beer has been exported to 71 countries and regions in the world, including the United States, Japan, Germany, France, Britain, Italy, Canada, Brazil, Mexico, etc., ranking first in China's beer export volume, accounting for more than 50% of China's beer export volume. Has formed North America, Europe, Southeast Asia three strong export tripod. In 2005, Tsingtao Beer put into operation a beer plant with a production capacity of 100,000 tons in Taiwan.
In 2007, Tsingtao Beer Board The decision to build an overseas factory in Thailand was approved.
In 1972, after Tsingtao beer entered the American market, in 1981, 1985, 1987 in Washington, the United States, Mississippi Three tastings were held, through the anonymous evaluation of hundreds of beers (sealed trademarks, only tasting, no brand), Tsingtao beer topped the list three times, and in just a few years, became the best-selling Asian beer in the US market, and won the favor of the world's top 500 companies Crown. Sales of Tsingtao's products in the United States are handled by Crown, which has a strong mainstream channel and market network and is helping Tsingtao complete the transformation from Chinatown to downtown.
Tsingtao Beer
Since Tsingtao beer was exported to Europe in the 1950s, it has been recognized and loved by European consumers, successively in Brussels, Belgium, and Spain Madrid Won the International Gold Medal. Tsingtao Brewery established its European office in Italy in 1992 and moved to Paris, France in 1994 to establish Tsingtao Brewery (Europe) Trading Co., LTD. Tsingtao's sales in Europe were 80% higher in 2007 than in 1997.
Tsingtao Beer is entering Carrefour , Auchan The only Asian beer brand in mainstream channels. Tsingtao Beer's phased strategy in the international market is "out Chinatown "from Chinatown to downtown."
At the same time, Tsingtao Beer has realized the internationalization of procurement. Tsingtao Beer has been insisting on importing high-quality barley from Australia, France and Canada as brewing raw materials. The barley from these places is full in seeds, good in solubility and light in color, which is the best quality brewing barley in the world at present, ensuring the high quality of Tsingtao Beer.
Tsingtao Beer has been associated with British International Brewing Research Institute, Canadian Brewing Technology Research Center, Germany Dumens Beer Academy There are years of industry-university-research cooperation, through cooperation and exchange with international experimental institutions to ensure the high level of brewing technology and product standards synchronization.

Brand International

Guinness Yellow Sea one minute hand smashed 73 beer cans
The brand value of Tsingtao Beer is increasing year by year, and in 2005 (the first) and 2008 (the second), it was selected for two consecutive times in the United Kingdom. Financial Times "Published" China's top ten world-class brands ". Among them, in 2008, Tsingtao Beer also included four lists of brand value, quality brand, product and service, and brand value overseas list.
In 2007, Interbrand, a consulting firm, and the United States Businessweek In the China Brand Survey jointly conducted by the United States, after understanding the awareness of more than 500 marketing and business experts on Chinese brands, and analyzing the company's financial position and strategy, Interbrand Five were rated as having "achieved considerable recognition" Global enterprise Tsingtao Beer ranked second in the list of companies with "considerable recognition".
The article commented," Cold Tsingtao beer It began appearing in Chinese restaurants and in shops and restaurants around the world as early as the 1940s. The company has successfully established its brand image, with 44% of survey respondents identifying Tsingtao as one of China's top two global brands and giving it a high rating as "China's image messenger".
After Beijing successfully bid for the 2008 Olympic Games, Tsingtao Beer seized the opportunity of the Olympic Games and became Olympic sponsor Actively use the Olympic platform to enhance the influence of the brand in the world.
Tsingtao Beer has planned a large-scale TV campaign of "Tsingtao Beer ·CCTV· Beautiful City -- The Most famous Chinese city worth introducing to the world" to promote Tsingtao beer brand to the world and recommend the famous Chinese city to the world.

Capital operation

On July 15, 1993, Tsingtao Beer was released Hong Kong Stock Exchange Go public.
On October 21, 2002, Tsingtao Beer and the world's largest beer manufacturer in the United States Anheuser-Busch (A-B) Signing the Strategic Investment Agreement to introduce A-B as A strategic investor. After the cooperation with A-B, the two sides carried out "best practice exchange" activities to realize the docking of knowledge base, which is of great significance to improve the company's market competitiveness and accelerate the process of internationalization.
On March 7, 1996, Tsingbeer issued primary depositary shares (ADR) to the United States and was approved by the United States Securities and Exchange Commission to officially start trading.
In 2003, Listed company .
Tsingtao Beer is the first to enter the international capital market among mainland enterprises, which makes Tsingtao Beer the first to understand the international rules in terms of the operation and regulatory rules of listed companies, so as to operate in strict accordance with the rules, and become a model for mainland enterprises in terms of corporate governance structure.

Product characteristics

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EDITOR

Taste characteristics

The flavor is pure and harmonious, and the mouth is refreshing and light hop and malt Aroma.

Selection of raw materials

Malt: Imported high-quality barley is carefully prepared by the unique wheat making process of Tsingtao Beer.
Rice: The domestic leading rice fresh control technology to ensure the quality of rice fresh, and the use of appropriate code ratio;
Hops: Use high quality fresh Qingdao Dahua summation Fine fragrant flower ;
Water: brewing water;
Yeast: The unique brewer's yeast of Tsingtao Beer is used.

Brewing technology

It adopts modern one-can brewing technology and unique low-temperature long-term maturing technology, after more than 30 days of careful brewing, and at the same time through the domestic leading beer preservation technology, to ensure the fresh taste of beer. [6]
Adopt high quality malt , rice, hop and water After saccharification, filtration, cooling, fermentation, packaging and other processes refined, the reason for its success lies in the unique brewing process and strict process management, on the basis of continuing the traditional brewing process, through continuous technical improvement, the brewing process of Qingdao beer has been perfected, and the unique post-ripening process and excellent yeast species make it icing on the cake. To ensure the excellent and stable product quality. The company has formulated strict internal quality control standards higher than national standards, from raw materials into the factory to semi-finished product processing until the finished product leaves the factory, must go through systematic and strict quality testing. In 1995, the company has passed the evaluation organized by the Norwegian Classification Society ISO9002 The international standard certification indicates that the quality management level of Tsingtao Beer has been further improved and has been in line with international standards.

Product identification

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EDITOR

summarize

Tsingtao Beer Co., LTD., the predecessor of the state-owned Tsingtao Brewery, was founded in 1903, is one of the earliest beer manufacturers in China.
In the course of nearly 100 years of development, Tsingtao Beer has formed its own unique production technology and quality grade on the basis of absorbing foreign technology, and has become a well-known wine at home and abroad. He has won the National Gold Award seven times and won the first prize in the United States National Evaluation Cocktail Party three times.
True and false Tsingtao beer is mainly identified from two aspects of appearance quality, namely outer packaging and inner packaging.

Identification of bottled Tsingtao beer packing box

Tsingtao beer packing box specifications 640ml*12 bottles, 355ml*24 bottles, 296ml*24 bottles, divided into export carton, domestic carton two kinds. The English letters of the word "Qingdao Beer" on the domestic wine box and the graphic of the trestle are bright red, and the text marked on the box is: "the only well-known trademark of Chinese beer" and "this package is only sold in China". The font is typeface, the proportion is appropriate, the color is uniform, and the printing is clear; The English letters of the "Tsingtao Beer" font on the export wine box and the graphic of the trestle are dark green, the font is in block letters, the structure of the frame is coordinated and standardized, the proportion is appropriate, the color is uniform, and the printing is clear. Most of the export and domestic packaging boxes are sealed with hot melt glue, opened from the seal for inspection, there are two hot melt glue, strip marks, the surface of the box has the production date printed by the laser coding machine, the number composed of points, each point has a sense of expansion.
The printing quality of the counterfeit packing box is rough, the font and graphics on the surface of the box are dim, uneven, the font printing is clear, the carton is rough and soft, the packing box is sealed with paste or glue manually, there is no hot melt strip, the production date is manually covered with plastic engraving, and the number composed of points is rigid and expands.

Trademark identification

Tsingtao Beer Trademark identification is Qingdao Printing Co. LTD Intaglio printing technology, its text, graphics, paper, color, phnom penh and other bright, smooth, delicate, pure, uniform, trademark edge without hair, after friction does not fade. Some batch numbers are sprayed on the bottle cap, and some batch numbers are cut on the outside edge of the trademark.
Counterfeit beer trademark logo, poor printing technology, soft paper, rough trademark appearance quality, color often have double shadow, skew, uneven color, not right, wheat blur, dull, no bright and smooth feeling, trademark edge is easy to appear.
In addition, there is another obvious difference, the word "beer" on the Tsingtao beer trademark uses standard Chinese characters, while many Counterfeit trademark Use of non-standard Chinese characters "beer" word.

Bottle cap identification

The true or false of the bottle cap is mainly identified from the printing quality of the ink. Qingdao beer bottle caps are mainly blue, red, green, brown-purple, gray, black, blue for domestic wine, red for export wine, gold label wine, green for export wine, brown and purple for brown beer, gray for light beer, black for dark beer.
The bottle cap used by Tsingtao beer has a clear, delicate and smooth vision, the words "Tsingtao Beer" on the cover and the graphic and English letters of the trestle are clear, the small words "Tsingtao Beer" on the skirt of the bottle cap are very clear, and the inside of the bottle cap is PVC Moulded rubber pad, inside the code, rubber pad and bottle cap is not easy to separate.
Fake beer bottle caps, ink printing quality rough, skewed, cover ink printing intuitive feeling is not good, the color is dim, cap skirt "Tsingtao beer" words blurred, some fake cap skirt without these four words, feel not lubricated, cap rubber pad some rubber pad, some drop plastic pad, it is easy to separate from the cap.

Bottle identification

Qingdao Beer Co., Ltd. in order to ensure product quality, the production of "Qingdao" brand beer all use new bottles for bottle manufacturers are "Qingdao Jinghua Glass Factory, Qingdao glass Factory, Laoshan Glass Factory, Jiaozhou glass Factory, Qingdao Beihai Glass Factory, Nanding Glass Factory", these manufacturers are used in Shandong Province daily glass industry. A case of beer generally does not appear several glass factory bottles of mixed use. The bottles used for counterfeit green beer (640ml) are recycled old bottles, which are produced by any manufacturer, and it is possible to mix the above bottles. If a bottle appears that the company has never used, it can be identified as a counterfeit.

Other identification

Identification of tin packing cases
Carton used for cans of beer, the "Qingdao beer" on the surface of the box has English letters, the trestle pattern, the color is big red, the printing quality is good, the engraving plate is meticulous, the printing is clear, the color is red and not brilliant, the quality of the cardboard is hard, the box is sealed with hot melt glue machine, for reinforcement, and the transparent tape paper is automatically reinforced and pasted. Open the inspection from the seal, there are two traces of hot melt adhesive strips, the production date on the packaging box is automatically coded with ink, some are shot on the surface of the box, some are shot on the seal, and the dot number has a sense of expansion.
Counterfeit cans of beer carton, text, graphics, and other printing rough, not clear, soft paper, uneven color, dark mark is different, some purple, easy to fade after water, some dark light, box mouth generally with paste or glue artificial brush glue seal. Production date with plastic engraved number, artificial cover on the surface of the case, no expansion.
Inner package identification
canned Since January 1995, Tsingtao Beer has all adopted the 206 oblique shoulder type, the height of the tank is 122.55mm (+0.38mm), the tank body is fresh and flat, smooth, clean and wrinkle-free, the village lid is sealed, the capacity is sufficient, and the hand can not be pinched, and the production date is sprayed on the bottom of the tank with the laser beam code machine, the characters are clear and not easy to erase.
The main suppliers of cans are: Xi 'an Kunlun Futebol Container Co., LTD. "FK", Qingdao Meite Container Co., LTD., Hong Kong Meite Container Co., LTD. "M", Dalian North Pacific Container Co., LTD. There are four Chinese characters of "Qingdao Beer" with "convex" on the lid of the can.
Counterfeit cans of beer use recycled old cans, and some use fake tools (lid cutting machine) to cut off the lid of the can, and fill the new lid with inferior beer or tap water, which is about 2~3mm shorter than the real wine. In another case, after the old tank is worn through on the grinding wheel, the cover is picked off, the overall height of the tank is not affected, but the counterfeit products are often insufficient capacity, the lid is not tightly sealed, easy to leak, and can be pinched by hand, the tank crease traces are obvious, the rub marks are heavier, the tank is dirty, the production date is ambiguous, and it is easy to erase. There are no Chinese characters for "Tsingtao Beer" on the lid.

Business philosophy

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EDITOR
Forge ahead with determination, strive to make progress, bold innovation, courage to develop, never satisfied;
Contribute to the society, to achieve sincere dedication to shareholders, consumers and society.
"Forge ahead, contribute to the society", reflects the green beer people in the pursuit of development, the pursuit of economic benefits at the same time, pay attention to the value of social benefits.

Development history

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EDITOR
Tsingtao Beer was honored
In 1903, Tsingtao Brewery was founded by British and German businessmen, when the name of "German beer Company Qingdao Company", production equipment, raw materials imported from Germany. The products of this factory were produced in 1906 Munich International exposition Won the gold medal.
In 1993, Tsingtao Beer Co., Ltd. was established and entered the international capital market. The company's shares were listed in Hong Kong and Shanghai respectively, becoming the first domestic company limited by shares listed in both places at the same time, and the abundant funds raised laid a solid foundation for the rapid development in the future. By 2001, through the full implementation of the "big brand" strategy, the beer company has basically completed the strategic layout in the country. It has seized the commanding heights of the national market and realized the strategic change of land sales. For the merger and acquisition enterprises, carry out the beer management mode, and use the beer enterprise culture to integrate the subsidiary management thoughts and concepts.
Tsingtao Brewery was founded in 1903 (the 29th year of Guangxu of Qing Dynasty). At that time, Qingdao was occupied by Germany, and British and German merchants opened breweries to meet the needs of the occupying forces and expatriates. The name of the enterprise is" The German Beer Company The annual production capacity of "Germania Brauerei Akt.-Ges.,Tsingtau." (Tsingtau.) in the early days of its establishment is 2000 tons, production equipment and raw materials are all from Germany, and the products are as follows Pale beer and stout . In Shanghai, Qingdao, chefoo Tianjin, Dalian has a general sales agent. At that time, the product quality was excellent. According to Japan Nojiro Tahara His book Jiaozhou Bay The book records: "The beer produced by the Germanic beer company Qingdao Joint-Stock Company in 1906 Munich Exhibited at the expo and won a gold medal."
On November 11, 1914, World War I After the outbreak, the Japanese took the opportunity to occupy Qingdao. On September 16, 1916, the "Daihon Ale Co., LTD." in Tokyo, Japan, purchased the Tsingtao Brewery for 500,000 silver dollars and changed its name to "Daihon Ale Co., LTD. Tsingtao Factory." Production officially started in December of that year. The Japanese carried out a large-scale renovation and expansion of the factory. In 1939, a wheat workshop was established, and Shandong barley was tried to brew beer with good results. Rice is used in China as well Saigon A surname; Hop use Czech Republic Property. World War II After the outbreak, due to foreign exchange control, the import of hops was difficult, and a "hop garden" was set up in the factory yard for trial planting. Due to the expansion of equipment capacity, in 1936 the actual production of four dozen 103,202 boxes (3,208 tons), the highest annual output has reached more than 4663 tons.
The year 1945 War of Resistance Against Japanese Aggression Victory. In October of that year, the factory was shut down by the military and political Department of the Kuomintang government; Soon after, the Qingdao municipal government sent staff to take over, and the factory was renamed "Tsingtao Beer Company". On June 14, 1947, "Qilu Enterprise Co., Ltd." purchased the factory from the Administrative Yuan Shandong Qingdao District Anti-Counterfeiting Industry Processing Bureau and named it "Qingdao Brewery". The main management personnel of the factory from the factory director to the person in charge of the main production departments and technicians have college degrees or above, and the professional personnel are responsible for determining the processing of production and process technical problems.
Tsingtao Brewery
After 1979, with the adjustment of the national industrial policy, the vitality of the factory has been increasing, the pace of capital construction has been greatly accelerated, and the factory has introduced international advanced technology and equipment on a large scale. In 1981, under the care of the Central and State Council leaders, State Planning Commission The Import and Export Commission and the Ministry of Finance approved an investment of 455.162 million yuan to carry out the 100,000 tons expansion project, which was completed and put into operation in August 1986; In 1986, the output exceeded 100,000 tons for the first time in the national beer industry. In the same year, the State Planning Commission approved the appropriation of 49.983,900 yuan to carry out 130,000 tons of technical transformation projects, and required the construction of 130,000 tons in 1988 at the same time, to consider the construction of 200,000 tons and 300,000 tons of development planning, in order to accelerate the pace of development of Qingdao Beer. During this period, the second Tsingtao Beer Co., Ltd. with an annual output of 100,000 tons was built and put into operation in 1991; Tsingtao Beer No. 3 Co., Ltd. with an annual output of 100,000 tons is under preparation; The fourth Tsingtao Beer plant, with an annual output of 20,000 tons, also began production in February 1991. By the end of 1992, the annual output of Tsingtao Beer had reached 240,000 tons (the total of Tsingtao beer of first, second and fourth beers).
With the development of the national economy and the change of the market, the production variety and production structure of Qingdao Brewery are constantly changing. Tsingtao Brewery mainly produces pale beer, but has also produced dark beer. Later, due to the expansion of beer exports and limited brewing capacity, the production of dark beer was stopped in 1972, and the technical process and related equipment of Qingdao dark beer were transferred to other factories for production, using the Qingdao brand. In the period of Japanese management of the pharmaceutical - Vita Yi workshop, after 1977 changed to "Qingdao beer Pharmaceutical Factory", and increased the production of tritin, yeast powder, etc., in 1980, according to the requirements of the state to overhaul the pharmaceutical factory, stopped production.
In 1964, in order to develop the wine industry, the Municipal Light Industry Bureau decided to separate the fruit wine workshop from Qingdao Brewery and set up Qingdao Winery . In 1958, according to the requirements of the Municipal Light Industry Bureau, Qingdao Brewery set up a canning workshop to increase the production of canned meat (lunch meat, canned pork, canned fish, canned apple, etc.). In 1963, in order to fully improve the production of beer, the canning workshop was discontinued.
In 1978, Tsingtao Beer entered the U.S. market for the first time, with Monac as the general agent of Tsingtao Beer. It sold 20,000 cases that year. Since then, in the fierce competition of dozens of foreign beers in the American market, Tsingtao beer with its high quality, unique flavor and the strong promotion of the American agent, finally consolidated the sales market in the United States, and established a strong sales network in the 50 states of the United States, into the Chinese restaurants and foreign chain restaurants and supermarkets. In the 15 years from 1978 when Tsingtao Beer first entered the American market to 1992, the sales volume of Tsingtao beer in the American market increased from 20,000 cases to 1.2 million cases, the sales ranking jumped from 13th to 9th, and the market share increased from 0.3% to more than 1%. From 1987 to 1992, Tsingtao's sales in the U.S. market accounted for 25% of exports from 12 Asian countries.
In the long development course of more than 100 years, Qingdao Brewery has accumulated rich experience; On the basis of digestion and absorption, it has formed its own unique tradition. In April 1963, Tsingtao Beer was rated as a country in the second national evaluation Cocktail Party Vintage wine Won the Gold Medal of the Ministry of Light Industry; In September 1979, it was awarded the Silver Award of National Quality Products by the State Economic Commission. In 1980 and 1985, he won the National Quality Gold Award twice. In April 1980, it was awarded the title of "National Famous Trademark" by the State Administration for Industry and Commerce; In September 1991, it was named one of the top ten famous trademarks in China. Internationally: In 1981 and 1985, he won the first prize at the International Evaluation Cocktail Party held in Washington, USA. In May 1987, it ranked first in the International beer competition held in Jackson, Mississippi, USA; In Belgium, September 1991 Brussels Won the gold Award at the Monton International Competition.
The company wholly-owned Qingdao beer plant, two plants, four plants, Yangzhou Brewery , Rizhao Brewery And Qingdao Malt factory and control 55% shares of Qingdao Beer Xi 'an Co., LTD Shenzhen Tsingtao Beer Asahi Co., LTD 35% of the shares. The company's sales revenue, realized profits and taxes, export earnings and other indicators rank first in China's beer industry. The development goal of Tsingtao Beer Group is to give full play to the advantages of brand and technology, based on national capital, in order to promote National industry For the banner, the domestic acquisition and merger of factories and new factories, as soon as possible to expand economies of scale, and vigorously promote diversified operations, and constantly cultivate new economic growth points, as soon as possible to build the beer Group with super strength, cross-regional, cross-industry, comprehensive Large enterprise group .
In the early 1990s, it was established through a combination with three other factories Joint-stock company Tsingtao Brewery was also renamed Qingdao Beer Co., LTD 27% of the shares are owned by the United States Anheuser-Bush Held, 2008 Inbev Group To buy Anheuser-Busch, Ministry of Commerce of China The Anti-monopoly Bureau decided on November 18 to conditionally approve the merger.
In July 1993, Tsingtao Beer's H shares were listed in Hong Kong, which was the first Chinese mainland to issue shares in Hong Kong H shares Listed enterprises, the same batch to Hong Kong listed also Shanghai Petrochemical Corporation There are 9 companies in total.
In 1998, Tsingtao Beer implemented the "big brand development strategy" and took the lead in large-scale mergers and expansion across the country. As of September 2007, it has owned or absolutely controlled 71 branches in 18 provinces and cities across the country. On October 21, 2002, A-B and Green Beer officially signed the "Strategic Investment Agreement" in New York, and A-B became A strategic investor of Green Beer. On August 11, 2005, Tsingtao Beer signed a contract with the Beijing Olympic Organizing Committee as a domestic beer sponsor for Beijing 2008. April 30, 2009 AB InBev, at HK $19.78 per share, to Japan Asahi Beer The sale of 19.9% interest in Tsingtao Beer will raise US $666.5 million (HK $5.169 billion), while ABInbev will retain 7.01% of the equity.

Beer history

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EDITOR
Ancient Chinese Raw beer It may also have a history of 4,000 to 5,000 years, but the beer that was consumed in the market came with the imperialist guns and guns at the end of the 19th century, and the earliest brewery that was established in China was established by the Russians in Harbin Eight Kings Ulobulevsky Brewery Over the next five years, Russia, Germany and the Czech Republic each established three other breweries in Harbin.
In 1903, British and German businessmen set up shop in Qingdao Yingde Brewing Co., LTD With a production capacity of 2,000 tons, this is the predecessor of the current Tsingtao Brewery.
In 1904, there was a Chinese brewery in Harbin - Northeast Three Provinces Brewery; In 1914 Harbin was built again Wuzhou Beer A soda plant; In the same year Beijing was founded Double for beer Factory; In 1935 Guangzhou appeared The Five Sheep Brewery ( Guangzhou Brewery The predecessor).
In 1958, China in Tianjin, Hangzhou, Wuhan, Chongqing, Xi 'an, Lanzhou, Kunming and other big cities invested in a number of new breweries with a scale of about 2000 tons, becoming a group of backbone enterprises in the development of China's beer industry.
By 1979, the total number of breweries in the country reached more than 90, and the output of beer reached 373,000 tons, an increase of more than 50 times than before the founding of the People's Republic of China.
However, the vigorous development of our beer industry really took place in our country after 1979 for ten years Beer industry It continues to grow at a high rate of more than 30% every year. In the 1980s, Chinese breweries mushroomed all over China. By 1988, China's mainland beer manufacturers developed to 813, the total output reached 6.564 million tons, second only to the United States, Germany, ranked third (to 1993 jumped to the second), a short decade, China's beer manufacturers increased by 9 times, the output increased by 17.6 times, so that China has become a true beer power.
It's a blend of ancient treasures and Modern design the Qingdao Beer Museum As an important part of the century-old corporate culture of Tsingtao Beer, the museum integrates the historical development of Tsingtao beer, profound cultural deposits, advanced technological processes, wine tasting entertainment and shopping, and is the first beer museum in China.
Located in No. 56 Dengzhou Road, Tsingtao Brewery built in 1903, its completion not only provides a unique "perspective" for tourists at home and abroad to approach Tsingtao Beer and understand Tsingtao Beer, but also becomes a tourism product that Qingdao City is proud of.
The entire facade of the street building is transformed in the imitation of European classical architectural style, and the exhibition area of Qingdao Beer Museum is more than 6,000 square meters, which is divided into three visiting areas: century-old history and culture, production technology, and multi-functional area.
The most valuable core area of Qingdao Beer Museum is the first area - a century of history and culture. Here, along the vein of time and space, visitors can understand the mysterious origin of beer, the long history of beer, the countless honors of beer through detailed graphic information. Qingdao International Beer Festival Important people at home and abroad to visit the beer. Many cultural relics, pictures, materials and objects of various stages of Tsingtao beer collected from Europe and the whole country are the essence of this area. The historical relics donated by German and Japanese friends who used to work in beer make this exhibition even more fascinating.

Marketing strategy

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EDITOR
With the high-speed integration of world economic integration, who regards customers as God and wins customers with high-quality products and services is the winner in the market competition. Only the customer is the God of the enterprise, in Tsingtao Beer Group, this is not a lofty empty talk, because the customer will be the final arbiter to decide who is the winner of the market, and they are all consumers of the product. Tsingtao believes that consumers' beliefs come from themselves, because consumers' cognition of brand value and quality will determine the future of Tsingtao. With the "customer value as the orientation", the beer company in the dredging development guiding ideology, formally put forward a bigger and stronger new strategy, the core of this strategy is the transition from a production-oriented enterprise to a service-oriented enterprise, through the realization of the shareholders, employees, consumers service, to further change the mechanism, truly in line with the market, in order to form a new enterprise competitive advantage.
Put the green beer this has a hundred years of history of China National brand To develop into a strong player in the world beer industry and create a century of brilliance, which is the dream of several generations of Qingdao people, Tsingtao Beer Company believes that the company's mechanism change is more important than the improvement of several operating figures. Because the development of beer has a "path" problem, improper path selection, it is possible to hurry, it is possible to pay an undue price.
The company believes that straightening the relationship between corporate interests and consumer interests, and handling the relationship between profit and service is an important guiding ideology in the development of beer. Green Beer put forward the "customer value orientation" as the center of the innovative business model, that the modernization of marketing concept, sales information automation, marketing management specialization, scientific logistics distribution, sales network refinement of the purpose is to all consumer-centric, how to provide consumers with high-quality services in the first time. The green beer company proposed that this is the central task of enterprises in the market competition, to form a new competitive advantage in the speed and quality of service. This guiding ideology has been reflected and applied in the development of various markets in the country.
The adjustment of the enterprise mechanism is also the adjustment of the interests of employees, in this regard, the Tsingtao company proposed that the reduction of people and efficiency can not be simplified, to combine the development and reform scientifically, to seek truth from facts, not for reform and reform, do not engage in formalism, reform should be active, rather than passive. To this end, the company formed three professional committees, namely, the Strategy Committee, the nomination committee and the compensation Committee, and added external directors and independent directors to ensure the safety of macro and forward-looking decision-making, while organizing all employees to learn in a planned, systematic and top-down way, stimulating everyone's potential and stimulating everyone's creative spirit. Especially learning and understanding of large international companies, learning and understanding of the company's development goals, learning and understanding of new Business process To clarify "why development is necessary", so that as many workers as possible can improve their learning ability and keep up with the rapid development of The Times and enterprise informatization. Green beer is one of the earliest listed famous companies in China, Social public shares With the passage of time, the proportion of stock value in the total share capital of shareholders will increase, how to make the interests of this part of shareholders increase, and continue to get returns? Green Beer Company put forward the benefit concept of maximizing shareholder value, from the past benefit-centered to more emphasis on return on investment, that is, capital added value as the center, integrity management, innovation assessment mechanism, the pursuit of long-term sustainable development of the company, so that the shares in the hands of shareholders value for money, continuous appreciation.
The shaping of consumer loyalty is a prerequisite for the success of Tsingtao Beer, and it is also a strategic choice for Tsingtao Beer to continue for a hundred years. The concept of shaping consumer loyalty is still crucial for beer companies to maintain their business evergreen. There are mainly the following points:
First, the first point of the beer company's continuous development is to constantly explore the methods and channels to gain consumer loyalty. Tsingtao Beer must shift from 3A to 3P (the so-called 3A refers to making Tsingtao beer Available, Affordable and Acceptable to consumers when they buy it). There are Pervasiveness, Preference, and Price to value. When consumers change, your strategy should also change accordingly, and the cultural connotation given to the product should also change, so that it is possible to make a single taste product, can adapt to the change of consumers for 100 years.
Second, the second key point for beer companies to continue is not to compete excessively with competitors on price, but to gain comparative competitive advantages through analysis of the industrial chain and value chain, control of certain key points, and acquisition and merger. Such competition can shape a healthy industry structure. It can enable leaders to expand their market share through competition and reduce the opportunity for followers to "counter success".

Leadership information

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EDITOR
On June 21, 2022, Tsingtao Beer announced that the interim meeting of the Board of Directors decided to agree to appoint Jiang Zongxiang as the President and President of Supply chain of the Company, with a term of office from the date of approval of the Board of Directors of the Company to the expiration of the term of the tenth board of Directors of the Company; Agreed to appoint Hou Qiuyan as the company's Chief Financial Officer. [21]
On October 14, 2022, Tsingtao Beer Co., LTD. (00168) announced that the Board of directors agreed to appoint Li Hui as vice president of the company, agreed to appoint Yuan Shuiyuan as Vice President and supply chain President of the company, and Jiang Zongxiang, president of the company, will no longer serve as president of the company's supply chain. [22]

Enterprise honor

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EDITOR

Before 2010

In 1963, won the gold medal in the National Wine Evaluation Association;
In 1984, won the quality gold award issued by the Ministry of Light Industry;
In 1987, Tsingtao Beer was acquired in the United States Mississippi International Wine Reception Quality Gold Award;
He was awarded in 1988 China Food Expo Gold Award; In the same year, won the foreign exchange earning advanced enterprise award issued by the Ministry of Light Industry;
From 1991 to 1993, he won the gold medal in the competition in Brussels, Belgium and Singapore respectively.
On September 19, 1991, it was awarded the first batch of "China Famous Trademark";
In 1993, won the highest honor gold medal of Singapore International Beverage Expo;
In 1997, won the 23rd International Gold Star Award - "Outstanding Company image and Quality Gold Award";
1999年，中国大陆唯一入选 “亚洲五十大名牌”的企业；
In 2000, it was selected as one of the ten most influential enterprises in China.
In 2001, it was named "China's Most Respected Enterprise";
In 2008, Tsingtao Beer was selected World brand Value Laboratory The First Brand of Buyer Satisfaction in China, ranked 11th;
Tsingtao Beer obtained DET NORSKE VERITAS (DNV) ISO9002 quality system certification;

The year 2010

Won the "Top 100 Green Companies in China";
Won" The first China Green Gold Award ";
Won the title of "2010 China Best Employer Enterprise";
Be selected in wealth "2010 Most Admired Chinese Company";
Won the "2010 China Best Corporate Citizen";
Won the "Respected Knowledge Organization and Excellence in Knowledge Management Project Award";
Won the "2010 food and beverage industry A-share listed companies best Social Responsibility Report";
Be selected" China's 500 Most valuable brands ";

The year 2018

Ranked 41st on China's Top 100 Brand Value List in 2018; [7]

2019

Huizhu Network ·2019 Hurun Brand list Ranked 83rd and ranked 5th in the country in terms of wine brand value in 2019. [8]
On December 18, 2019, the People's Daily "China Brand Development Index" ranked 91st on the 100 list. [9]

The year 2020

On January 3, 2020, it was listed on the top 500 listed companies by market value in 2019, ranking No. 187. [10]
On May 10, 2020, Asiabrand launched the "2020 Top 500 Chinese Brands" jointly sponsored by the Brand Management Professional Committee of China Asian Economic Development Association and Asian Brand Network, and Tsingtao Beer ranked 92nd. [11]

The year 2021

On September 23, 2021, Tsingtao Beer ranked 59th in the 2021 Top 500 Asian Brands list. [14]
In October 2021, Tsingtao Beer was selected into the list of 100 "Hospitable Shandong Internet Celebrities". [15]
In October 2021, it was selected as the 8th place in the "2021 Hurun China's Most Historical and Cultural Brands List". [16]

2022

In December 2022, it was listed on the list of China's Most Historical and Cultural Brands by Hurun 2022. [23]
In December 2022, it ranked 13th on the Hurun China Food Industry Top 100 List with a value of 150 billion yuan. [24]

2023

On February 23, 2023, won the "China's Top 100 Employers of the Year 2022" [25]

Modern development

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EDITOR

pandect

On July 15, 1993, the beer was The Stock Exchange of Hong Kong Limited Listed, becoming the first Chinese company to list in Hong Kong H shares It was listed on the Shanghai Stock Exchange on August 27 of the same year.

The first stage

The stage of becoming bigger and stronger: The brand of green beer has always been in the high-middle market, but the high-middle market only accounts for about 15% of the entire Chinese market. It is the mass market, with 85 per cent of the market, that is growing fast and has huge potential. So starting in 1993, Peng Zuoyi, general manager of Tsingtao Beer, wanted to tap into the mass market in different provinces and cities by acquiring local beer brands. Green Beer takes "bigger and stronger" and "low-cost acquisition" as the blueprint and core of the entire acquisition strategy, and aims to increase production to 3 million tons and increase market share to more than 10%.
Peng Zuoyi The so-called "bigger and stronger" concept is to extend the market downward through mergers and acquisitions, subsidize the mass market with the mid-to-high market, and then enter the mass market that has been ignored. However, because the beer is a sole proprietorship company, there is no financial support from the parent company, so it needs to shoulder the heavy responsibility of acquisition alone. In other words, Green Beer needs to make more acquisitions than competitors such as Beijing Holdings Yanjing Beer and China Resources the Snow beer Pay more direct costs. Therefore, in order to occupy a larger market in a short time, it has to implement "low-cost acquisition". As of 2003, 42% of Green Beer's mergers and acquisitions were bankruptcy acquisitions, which is quite a staggering proportion. By 2001, the beer has completed more than 40 collection activities, plant spread over 17 provinces and cities. The production increased from 350,000 tons in 1996 to 2.51 million tons in 2001, and the market share also increased from 3% in 1996 to 11% in 2001, reaching Peng Zuoyi's goal of "increasing production to 3 million tons" and "increasing market share to 10%", becoming the largest brewery in the country. In 2001, although Qingdao has occupied 11% of the market, but this year alone, Qingdao's loss in the low-end mass market has reached more than 70 million yuan, Qingdao needs to use the profits earned by the high-end market to subsidize the low-end market. At the same time of continuous acquisitions, the operating and administrative expenses of Tsingtao were also rising, and the operating and administrative expenses of subsidiaries rose from 85.41 million in 1998 to 1.239 billion in 2002, a sharp increase of 14.5 times.
The beer production capacity is continuously increased through rapid acquisition. Although the output of green beer has also increased over the years, the increase is slower. In 2001, the production capacity of beer has exceeded 3.6 million tons, but the output is only 2.5 million tons, and the vacancy rate of the plant is as high as 30%, which is a serious waste of productivity and resources. The result is that Tsingtao's marginal profit performance is significantly the worst among the three major breweries, with Tsingtao Beer only 1.8% while owning Yanjing Beer Beijing Holding has 13.9 percent, while China Resources Snow Beer It is also 9.86%, which is much higher than green beer. It can be seen that the past rapid acquisition activities have done more harm than good to beer.

The second stage

Stages of excellence: Due to the blind high-speed acquisition activities and the internal management of the uncoordinated green beer appeared high costs, unable to make ends meet, debt and other problems. General Manager, Green Beer, July 2001 Peng Zuoyi Passed away, by Kim Ji-guk Take over. He clearly adjusted the operation strategy of beer, changed from "bigger and stronger" to "stronger and bigger", and focused on implementing reforms to enhance the company's internal core competitiveness.

Reform measure

(1) Structural restructuring
(2) Brand restructuring
(3) Increase or decrease of subsidiary equity
(4) Slow down acquisitions
I think these restructuring practices are quite reference for most companies, so we will do a further detailed analysis.

Structure restructuring

Before the reorganization, each of Tsingbeer's subsidiaries was an independent operating unit, and the marketing scope of the subsidiaries in the same region was not clearly divided, with their own sales networks and administrative units, resulting in resource overlap and waste. Since 2000, Green Beer has set up eight divisions, the subsidiaries of the country by region into each division, divided into small scope management, unified production, supply and marketing, market and administrative management, common use of transportation, distribution and other systems to achieve Optimal allocation of resources , save manpower and cost.
In 2000, Tsingtao Beer was first established in Qingdao headquarters ERP information system . In June 2002, the second phase of the project was implemented in the South China Division. After the implementation of the first two phases, the beer unified 22041 kinds of data coding, sorted out more than 1,400 customer files, more than 2,000 supplier files, and established for each department Management information system Module model. On the basis of the regional management of the division system and the ERP information system, Tsingbeer established a warehouse dispatching center to re-plan the warehousing activities in the national market area. The warehouse area of beer has dropped from more than 70,000 square meters to 29,260 square meters. The inventory has also been improved. From the following data, we can see that although the output of Qingdao headquarters has increased after the establishment of the warehousing and dispatching center, the inventory has decreased greatly.

Brand reorganization

After a round of frenzied acquisitions, the brands of green beer increased to more than 40, which was not only difficult to manage, but also caused the situation of "one's own people fight one's own people". In view of this, the beer brand restructuring, to reduce more than 40 brands within five years to less than 10. For example, in the Northeast, Green Beer has a total of three beer brands, respectively Five star beer , Xingkai Lake Beer And Qingdao Beer. After restructuring and integration, Tsingtao Beer summarized these three brands into one brand - "Tsingtao Beer" launched in the market, and then with rivals in the same region Snow beer and Budweiser Compete.
Increase or decrease the equity of subsidiaries: Since the acquisition of Yangzhou Brewery in 1994, Tsingbeer has merged more than 40 beer enterprises, but these more than 40 enterprises are 1/3 profit, 1/3 flat, 1/3 loss. In order to increase profits and reduce expenses, Tsingtao increased its equity holdings in some better-performing subsidiaries. And reduce the poor performance, or even write them off. For example, Tsingbeer increased its shareholding in Xi 'an Company from 56.32% to 76.1%, and increased its shareholding in Weinan Company from 41.28% to 69.28%, increasing its shareholding Xue Cheng The ownership of the company ranges from 70% to 85%. Tsingbeer also reduced its stake in Beijing Third Ring Road from 54% to 29%, and wrote off the marketing of Jiangsu (90%) and Shanghai Beer (35%).

Slow down acquisition

After buying up breweries across the country, its debt ratio has risen, making banks reluctant to lend to it. Because of the lack of funds, beer can not continue the acquisition spree. Moreover, the new General Manager intends to implement a new policy to slow down acquisitions and carry out internal integration. Beer has slowed its pace of acquisition considerably since 2001. Between 2002 and 2003, Green Beer acquired only two breweries: Xiamen Yincheng Co., LTD and Hunan Huashi Brewery In these two acquisitions, Green Beer shared 124 million yuan.
According to the trend of the stock price of Tsingtao Beer in the past, most of the time, the share price of Tsingtao Beer in Hong Kong will fall after the release of the merger news, reflecting the negative reaction of Hong Kong institutional investors to the Tsingtao Beer merger news. Doubts about Tsingtao's prospects or whether a string of mergers and acquisitions can create synergies for Tsingtao triggered investors to sell Tsingtao shares after the merger news was reported. On the contrary, Qingdao A share price has been affected by the good news of mergers and acquisitions, and its share price has continued to rise. Before the reform, the A-share price has been favored, which is due to the domestic small shareholders under the herd mentality, see the acquisition as good news. However, after the reform, A-share prices did not rise significantly due to the reform and basically remained stable. Hong Kong institutional investors, on the other hand, place more emphasis on fundamental analysis than domestic investors. Because institutional investors believe that Tsingtao's strategy of becoming bigger and stronger is inappropriate, the result of Tsingtao's crazy acquisition makes Tsingtao's H share price decline all the way before the reform. However, after the reform, the stock price has continued to rise, which is obviously the reform strategy of institutional investors.
At the end of December 2008, the world's authoritative brand value research institution -- World brand Value Laboratory In the "2008 World Brand Value Lab Annual Award" selection activity, Tsingtao Beer won the title with good brand impression and brand vitality. China's best reputation brand "The Grand Prize.

Subordinate brand

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EDITOR

Olympic standard products

The so-called sponsors of the 2008 Olympic Games, not all Qingdao series of products can use the Olympic target, can be used - Qingdao beer (general factory production, commonly known as pure thick), Qingdao Chunsheng (Main factory production), Qingdao light type (General factory production, commonly known as the little prince); Qingdao Chaoshuang (Produced by Shanghai Songjiang Factory), Native to Qingdao (Produced by Shanghai Songjiang Factory).

Non-olympic standard products

This type of product can not use the Olympic standard, but can use the trademark of "Qingdao beer", note that not every kind of Qingdao series can use the trademark of "Qingdao beer", such products are - Qingdao beer (Maanshan branch factory production) and so on.

Proprietary trademark product

This kind of product even "Qingdao beer" trademark can not be used, let alone the Olympic standard, but in the branch is relatively large, has its own more loud brand, which has -- Laoshan beer , Shanshui beer .

Edge ball products

This category is similar to the concept of franchisees, its products strictly speaking can not use the "Qingdao beer" trademark, can only use "Qingdao Co., Ltd. honor to produce", but these branches will try to make the beer packaging like the main factory products are very similar, the number of these products can not be numbered, such as: Green Lotus Source beer (Produced in Harbin), Binking beer (Produced in Fujian), Qingdao original beer (Produced in Chengdu).

Business partner

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EDITOR
Suset （SID）商业数据零售研究机构，是中国本土第一家专注零售市场的专业研究机构，中国啤酒终端渠道研究最权威的数据供应商，中国饮料零售店普查专家，是多家全球500强企业中国大陆零售数据合作伙伴。
In China, Suset has millions of data information outlets in 155 prefecture-level cities and 200 counties covering the urban population coverage area, and more than 1.8 million retail stores covering various products are linked with information every month.
Suset's unique excellent business model has also been favored by a large number of venture capital, among which the representative of excellent investment companies "Shenzhen Innovation Investment Group" highly recognized Suset, and helped Suset develop rapidly in the form of capital investment to build the largest business data empire in China!
Shenzhen military song Liangliang enterprise management planning Co., LTD It is the first company in China to combine the management culture of the People's Liberation Army with actual combat management of enterprises Red culture A training facility.
The military song clarifies its lofty enterprise mission and unique core concept, which has been strongly supported by the Party, the government, the military and other social sessions. Jinan Military Region Air Force commander Guo Yuxiang Lieutenant General, former commander of Shenzhen Garrison, President of Sun Tzu's Art of War Research Institute Cui Xiaohan Senior Colonel, successful military entrepreneur, President of China Self-Disciplined Quantitative Management Research Institute Intomumi Professor, the first person in Chinese military management culture Zhang Jianhua A number of military chiefs, including professors, and experts in military management research have become the core advisers of the military song.
The military song is loud and clear Shenzhen National Defense Education and training base The only official cooperation training institution, and with Dongguan, Chengdu and other military bases cooperation.

Related report

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EDITOR

The news broadcast time

CCTV 2014 advertising bidding will be held in Media Center as scheduled, Qingdao beer won the first quarter of the "News Broadcast" with 83.2 million is a position. According to CCTV network reports, in the CCTV 2014 gold resources advertising bidding, the first bid of the 2014 gold resources advertising bidding has been born, is the target of a ten-second advertisement from the news broadcast combination, and the winning bid is from Qingdao Beer. CCTV advertising bidding no longer announced the sales of the auto industry explosive growth introduction: November 18, 2013 at 8:18, CCTV 2014 gold resources advertising bidding site bidding conference was held in Beijing media Center multi-function hall. Representatives of hundreds of leading enterprises fierce competition, or will once again create the climax of the advertising pre-sale season. [12]
At 8:18 on November 18, 2013, CCTV 2014 gold resources advertising bidding site bidding conference was held in the multi-function hall of Beijing Media Center. Representatives of hundreds of leading enterprises fierce competition, or will once again create the climax of the advertising pre-sale season.
Unlike in previous years, this activity, which is known as the "weather vane of China's economy", will no longer be able to sum up into a simple figure - according to this reporter, CCTV will no longer announce the amount of pre-sale bidding in 2014. [12]
In order to avoid vicious competition and increase the overall value, CCTV will reduce the proportion of on-site bidding, and most of the high-quality resources such as "news broadcast prompt viewing advertisement", "focus interview summary advertisement", 19 o 'clock "news broadcast time combination advertisement", 22 o 'clock "news time combination advertisement" and "weather forecast 1+1 advertisement" have been subscribed before. Therefore, "the number of 1118 is no longer representative." A CCTV bidding person said.
According to the CCTV advertising management center Director He Haiming introduced that from September 17 to October 31, 2013, a total of 178 resources were subscribed for the pre-sale stage, plus more than 200 products for bidding, far more than the number of media products last year 99. [12]
Automobile, food, home appliances and other industries still maintain strong investment, of which the automobile industry showed explosive growth, in 2014, the growth rate of joint venture brands in the tender pre-sale reached 100%. All the mainstream automobile brands appeared at the bidding site, and presented the family photo of the car enterprises in the bidding section for the first time. Shanghai GM, Shanghai Volkswagen, Chrysler, Dongfeng Yueda Kia participated in the bidding for the first time, Dongfeng Nissan, Shenlong Automobile, FAW-Volkswagen, FAW-Volkswagen Audi and other bidding old customers continue to attack strongly. Driven by advertising in the field of passenger cars, the tire and lubricant industries also increased significantly compared with 2013. Chrysler, which participated in the bidding for the first time, will use the Spring Festival Gala as a global launch platform for its new brand image. [12]

The KMT confirmed that Tsingtao beer is owned by the KMT party

The KMT confirmed that Tsingtao beer is owned by the KMT party
KMT Executive Committee Chairman Qiu Dahao said that the KMT did not come to Taiwan empty-handed! Last year, we dug up the information of Qilu company in the warehouse of Nanzhijiao and confirmed that Tsingtao Beer is the party property of the Kuomintang. Except for Qilu Company here First pot of gold The KMT inventory also found that there was a market value of 40 billion Taiwan dollars Gold bond There are 68 boxes placed China Trust In custody, but cannot claim repayment until "national reunification." [13]
In January 2022, the news was that Tsingtao Beer ranked among the 100 billion club on the 2021 Shandong stock market value list. [17]
On January 9, 2022, Tsingtao Beer's new high-end art collection - "I Legend" was released. [19]
In February 2022, Tsingtao Beer became the official sponsor of the Beijing 2022 Winter Olympic Games. [18]
On June 16, 2022, Qingdao Beer official announced Xiao Zhan as its brand spokesperson, and released a new endorsement advertisement of Qingdao Pure Life to enjoy the joyful moment together. [20]

Enterprise event

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On October 19, 2023, a video of "suspected Qingdao Beer Plant No. 3 people urinating in the raw material warehouse" spread on the network, causing concern. On October 20, Qingdao Beer Co., Ltd. issued a statement, and Pingdu City Market Supervision Bureau of Shandong Province issued a response; Public security authorities have been involved in the investigation. [26] On November 1, Pingdu City Joint Investigation team notified "Qingdao Beer Factory No. 3 urination incident". [28]
On November 1, 2023, Tsingtao Beer apologized for the urination incident at the third beer plant and announced four corrective measures. [27]
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