The European Cup incites the beer market and upgrades the annual sports marketing.

The European Cup has come to an end, and the marketing "war" of beer enterprises continues.

The European Cup, which was postponed for one year, was finally held smoothly. At the same time, the Olympic Games, America's Cup, World Cup qualifiers and other major events gathered in the summer of 20021. In particular, the European Cup has completely released the beer industry, which has always been called the best partner of football, and entered the double peak season of marketing and consumption.

Heineken successfully renewed its contract and became the official partner of Euro 2020, and launched customized Heineken beer in the Champions League and European Cup in China market; Tsingtao Brewery set up an offline ball watching party around sports events; Yanjing beer started the marketing strategy of winter Olympics; Taishan puree sets offline viewing points, etc. Due to the impact of the epidemic, major beer companies have saved more than a year to prepare for the release this summer.

Under the background of escalating sports consumption, sports marketing is also constantly innovating, changing from brand-oriented to "brand product-oriented" with its diversification, digitalization and interactivity. At the same time, under the trend of high-end and younger consumption, the competition among major brands in the beer industry is becoming increasingly fierce, forming an all-round competition model for brands, channels and products.

Sports events stimulate the beer market

While the audience is still excited about Messi winning the America's Cup, the European Cup has entered a fierce final stage. And when a wonderful game is still affecting the nerves of fans, the Tokyo Olympic Games is coming.

As the "golden partner" of sports, previous large-scale sports events have brought prosperity to the domestic beer market. According to the data of China's home retail big data platform O2OMind, during the European Cup, the self-made beer revenue in that month was as high as 654.38+64 billion yuan, up by 654.38+02.3% month-on-month, among which the beer sales in convenience stores increased by nearly 20% month-on-month.

Regarding the problem that major foreign events such as the European Cup are occupied by foreign beer brands, Yi Jiandong said that the core market of China beer is still at home, and it is a rational choice not to spend huge sums of money to compete for sponsorship of foreign events, but this does not mean that domestic beer brands do not attach importance to sports marketing. Tsingtao Beer and Yanjing Beer are both sponsors of the 2008 Olympic Games and Winter Olympics. At the same time, it is also a good marketing choice for domestic beer companies and fans to do some activities during the European Cup.

The enterprise marketing model of sports is also undergoing diversified innovation. "With the continuous upgrading of consumption, sports marketing is a strength trend and the way is changing. In the past, we saw more direct sponsorship, using the rights and interests of official sponsorship to expose the brand, and taking the brand as the marketing orientation. Now it is not limited to the brand and begins to expand to the product orientation. On the other hand, the dual-screen game watching mode is becoming more and more prominent, and the creation of two-dimensional short videos based on game highlights is popular. In addition to the big screen brand exposure, enterprises emphasize the small screen, that is, the interaction between mobile phones and fans, and turn their own brand and product information into a discussion topic for fans. It also includes starting to pay attention to the women's market, such as placing advertisements for small red books. " Jasmine Zhang said.

Seize the marketing seat

In fact, in the sports year of 20021,sports marketing is the highlight of many beer enterprises, but the number of sponsors of many events is limited, and the competition for seats among enterprises is inevitable. UEFA has previously locked its sponsor partners in Heineken and Anheuser-Busch InBev. However, Budweiser finally decided to withdraw from the competition on the grounds that the major beer markets in Europe were relatively scattered. Take Budweiser and Heineken as examples. Budweiser holds the resources of the World Cup, while Heineken has always maintained a good cooperative relationship with UEFA.

Recently, the Beijing Organizing Committee for the 2022 Winter Olympics and Paralympics officially announced that Tsingtao Beer and Yanjing Beer have jointly become the official beer sponsors of the Beijing 2022 Winter Olympics and Paralympics. In fact, they are all sponsors of the Beijing 2008 Olympic Games.

Regarding the signing of contracts with Tsingtao Brewery and Yanjing Brewery, BOCOG Secretary-General Han Zirong said at the official beer sponsor conference of Beijing 2022 Winter Olympics and Paralympics that Tsingtao Brewery and Yanjing Brewery are well-known domestic large-scale beer enterprises and national beer industry leaders, as well as sponsors of Beijing 2008 Olympic Games, with excellent product quality and high production and sales volume, which are deeply favored by consumers.

Jasmine Zhang said that the competition of domestic beer enterprises in the field of sports marketing is very fierce, especially the head brand. For example, in the Winter Olympics, the Olympic Organizing Committee made Yanjing Beer and Tsingtao Beer sponsors. One is a local enterprise in Beijing, and the other is a leading beer industry. It's hard to choose. In fact, generally speaking, sponsorship is exclusive, usually choosing a brand within a category. But whether it is the 2008 Olympic Games or the 2022 Winter Olympics, beer companies are playing games, which also shows the fierce competition. However, differentiation can be considered in marketing gameplay.

The marketing "war" continues to spread.

The product level is also constantly becoming younger and higher-end. Not long ago, China Resources Snowflake launched a high-end series of beer "Wan", and the price of a single bottle of beer was as high as that of 500 yuan. In addition, there is a high-end product matrix created by four trump cards, namely, Braving the Kanto SuperX, Ingenious Creation, Mars Green and Facebook. Tsingtao Brewery has continuously introduced products such as "Ogut" and "Good Luck" to increase the high-end market; Yanjing Beer has launched high-end products such as "Seven Days Fresh", "Yanjing U8", "Yanjing Eight Scenes" and "Yanjing V 10". Chongqing beer under Carlsberg's blessing is also high-end.

During the European Cup, many supermarkets started the beer promotion mode, and many brands such as Yanjing, Snowflake, Qingdao and Budweiser participated in the promotion activities. The price of Tsingtao beer is as low as 1.58 yuan/listen, while the original price of Yanjing U8 in 8 yuan/listen is 15.8 yuan/group, that is, 5.27 yuan/listen.

Fang Gang, a beer expert, said that the high-end and younger beer is the development trend. Generally, there are four paths: optimizing production capacity, raising prices, adjusting product structure, and signing spokespersons. The status quo of domestic beer field is five giants, with a market share of about 90%, but each has its own leading market. For example, Yanjing Beer is located in North China, Tsingtao Beer is located in Shandong, and China Resources Snowflake dominates the Sichuan and Yangtze markets. And there is fierce competition in products, brand promotion and channels.