Yanjing Beer continues to be a force for young people



Beijing business daily (reporter Zhao Dan) on May 20, a reporter from Beijing business daily learned that Yanjing Beer said on the investor interaction platform that Yanjing U8 is a new generation of large single product launched by Yanjing Beer nationwide“ As its core and long-term unchanged product characteristics, “small liquor, big taste” will continue to be reflected in the spread and promotion of products.

It is understood that at present, Yanjing U8 has just been on the market for one year, focusing on low number and light taste. Not long ago, Yanjing Beer’s new official spokesman was Cai Xukun, while the last one was Wang Yibo. As a result, many netizens said that Yanjing Beer spent a lot of money “chasing stars” and burning money to survive.

In its 2020 annual report, Yanjing Beer pointed out that in 2020, based on the consumption upgrading, health upgrading of China’s beer market and the preference of Chinese population, Yanjing beer will make great efforts in creative marketing and strongly launch Yanjing U8. Through a series of marketing activities, Yanjing beer will increase its publicity efforts to achieve the brand rejuvenation and upgrading.

But the idea of Yanjing Beer’s rejuvenation does not let young people pay for it. A person in charge of a supermarket in Beijing told Beijing Business Daily that the sales volume of Yanjing U8 has increased compared with the previous activities. In addition, Yanjing Beer has twice chosen young idols as its spokesperson, which has little impact on its sales. It is mainly male consumers, and the proportion of female group is not as high as expected.

According to the annual report data, the revenue of medium and high-end products of Yanjing Beer in 2019 and 2020 were 5.864 billion yuan and 6.028 billion yuan respectively, accounting for 54.62% and 59.81% of the total revenue respectively. According to the annual report of Yanjing Beer, the medium and high-end products mainly include Yanjing U8, Yanjing Chunsheng, Lijian 1998, etc.

But it is worth noting that behind the growth of product revenue is the high investment of Yanjing beer. According to the annual report data, the advertising and publicity expenses of Yanjing Beer in 2020 were 505 million yuan, an increase of 14.7% year on year, accounting for 36.51% of the sales expenses in the same period.

In this regard, industry insiders said that the current beer industry needs to open up new consumer groups due to two rising price trends. Young groups become the target of more wine companies, but the rejuvenation is not only in marketing, but also from product positioning, consumer demand and other aspects.

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