What is the relationship between Qingguoqingcheng and Tsingtao Beer? Does anyone know?

Qingdao News Network News On the evening of November 18th, CCTV Economic Channel grandly broadcast a special program of Tsingtao Beer·CCTV’s “The Country and the City: The Most Famous Chinese City Worth Introducing to the World” large-scale TV event— - "Singing joyfully in prosperous times makes our city better." Facing hundreds of millions of viewers in front of the TV, as the only company that initiated and promoted this event, Tsingtao Beer undoubtedly became the biggest winner.

The large-scale event "Qingdao Beer - CCTV Overwhelms the Country and the City" was jointly organized by CCTV Economic Channel and Tsingtao Beer in 2007, together with the United Nations World Tourism Organization and the United Nations Development Program Department of Commerce and the National Geographic Channel of the United States, a large-scale exhibition event of Chinese city brands created to promote Chinese city brand clusters. However, this is the first time in China that a beer company has taken the initiative to promote city brand marketing. Despite the high marketing costs, Tsingtao Brewery President Jin Zhiguo is still confident about this strategic promotion activity.

A strong country will make a company strong, Tsingtao Brewery focuses on the Olympic brand

In an environment where market competition is becoming increasingly fierce and even fierce, the competition between companies’ marketing capabilities will ultimately determine the quality of their products. Market share and competitiveness. For example, the famous dairy brand "Mengniu" created an annual revenue of 2.5 billion yuan through Hunan Satellite TV's "Super Girl" competition in 2005. This case has become a myth in the Chinese marketing industry. In recent years, although international brands such as Coca-Cola, Nike, and General Motors have been flooded with various marketing media, we can still be pleased to see that a number of local Chinese companies such as Tsingtao Brewery, Lenovo, and Haier are shouldering the dream of becoming a national industrial power. flag. Their advertising images and corporate development concepts are catchy to ordinary people, and more and more "Made in China" products are hung high in prime commercial locations in Tokyo, Japan, and New York, the United States.

"In the past, it was difficult for our brand to operate in the international community. The reason was both senior operating factors and macro background factors." Jin Zhiguo pointed out that when a country is strong, the company will be strong, so companies also need to participate The road to a strong country, and how Tsingtao Beer can participate, Jin Zhiguo saw the opportunity of the Olympics. Jin Zhiguo believes that most overseas tourists coming to Beijing to participate in the Olympic Games will visit various cities in China. After having the initial idea, Jin Zhiguo found the person in charge of CCTV, and the two parties hit it off immediately, so "Tsingtao Beer-CCTV Overwhelming the Nation" was born. At present, the event has received active response and participation from more than 150 cities including Xi'an, Nanjing, Dalian, Chengdu, and Hangzhou.

Corporate charity and social responsibility

In order to attract the most attention among Chinese sponsors, Tsingtao Beer relies on the big tree of the Road to Power. "We focus on social welfare, put the country first, and enterprises follow up." Jin Zhiguo said.

The naming and the advertisements inserted in the program have increased the exposure of Tsingtao Beer. "This is more effective than simply advertising. Advertising by yourself means how good you are, and combined with the 'Empowering the Country and the City' campaign We can say good things about others and prove how good we are at the same time. "The cities where "Tsingtao Beer - CCTV Allure the Country" is launched are Tsingtao Beer's markets, and the activities can also bring Tsingtao Beer closer to local consumers.

In addition, through integrated online and offline marketing, the brand's exposure and reputation can be increased in a subtle way. The Tsingtao Beer logo is spread around the world through CCTV-4 and the National Geographic Channel. Jin Zhiguo said: "Everyone loves their city. Take Dalian as an example. After it was broadcast on CCTV, it was rebroadcast 14 times on local stations, and we followed it and exposed it 14 times.

Love the city where you live. , and then expand to love our country. Taking social welfare and corporate responsibility as the starting point is the concept that Tsingtao Brewery people always adhere to in marketing, because in the eyes of Tsingtao Brewery people, the pursuit of pure profit is not a mature concept. What the brand does.

Leverage the passion derived from the Olympics

“The Olympics can enhance our international reputation. "Jin Zhiguo pointed out, "This is our first time doing Olympic marketing. We focus more on long-term interests. "To this end, Tsingtao Beer has adjusted its marketing structure to support Olympic marketing. Jin Zhiguo revealed: "We have integrated the seven major operating platforms into a flat structure of the opportunity supply chain, which is closer to the market. It is expected that the integration will be successful within half a year. ”

The Olympic marketing plan prepared by Tsingtao Brewery is divided into four steps, from preheating to afterheating for four years. 2006 is the first year of Tsingtao Brewery’s Olympic marketing, and the theme is to ignite passion. The activities that year, such as sponsoring the Xiamen Marathon and creating "Tsingtao Beer-I am the Champion", were mainly to encourage the public to participate together. This year's theme is to convey passion. In addition to the traditional form of torch relay, the "Qingdao Beer" event that started in April will also be held. Beer - CCTV Captures the Country" is the focus of this year.

2008 is obviously the most critical year, and the theme set by Tsingtao Beer is to demonstrate passion. Jin Zhiguo pointed out: "Many people cannot go to the scene. , but likes to get together and watch games.

"The Olympics are a passionate event, and passion is often accompanied by beer. Therefore, next year's night markets, restaurants and other places will become hot spots for businesses. Even if the Olympics ends in the future, it does not mean that Tsingtao Beer has completed its sponsor's mission. Mission. “We must seize the residual heat of the Olympics and not be drowned in countless Olympic sponsors. To this end, we must constantly repeat memories for consumers so that when consumers think of the Olympics, they will think of Tsingtao Beer. " Jin Zhiguo said.

Tsingtao Beer's global vision

To evaluate the success of Olympic marketing, Tsingtao Brewery has three criteria to consider: strategic fit, relevance, and commercial space. Jin Zhiguo said this Explained: “International events strengthen our internationalization strategy; and the focus of relevance lies in the connection with brands, products, and markets. The last point is how much value has been created for the commercial space. Specifically, whether sales and reputation have improved after the event. ”

Tsingtao Brewery originated from Qingdao, the city that hosted the 2008 Olympic Sailing Games. However, Tsingtao Brewery was not satisfied with the limitations of the right time, place, and people, but timely amplified this opportunity and boldly Concept, they are making every effort to market Tsingtao Brewery not only across the country, but also around the world! Tsingtao Brewery’s main Olympic brand can already give a glimpse of its “global strategy”, and the future of this vibrant enterprise has already been advanced. It gives us unlimited room for imagination.

(Comprehensive report by Qingdao News Network reporter Zhang Guoyong)