Tsingtao
Can other Chinese brand
create so strong image
outside china?
Agenda
I. Tsingtao and its success
A. Market and brand road map
B. Tsingtao, why they are successful
II. Chinese brand, issue and solution
III. Practice case: Ginsber in France
I. Tsingtao and its
success
A. Market and brand road map
2009: turnover of 17.76 billion $
Company Name: Tsingtao Brewery Company Limited
Profession: Brewer and Bottler of beer
Mission: Passion, Dreams & Business
Brand portfolio:
Principal brand: Tsingtao
Secondary brand: Tsingtao Shanshui,Tsingtao Hans,
laoshan
Clients:
Restaurant, bars
Retailers
End Consumer
=
You & Me
Concentrated Market
http://french.china.org.cn/business
A. Direct competitors
Tsingtao Annual Report: 2006 (page 43)
A. Competitors in Asia
Asiatic brands
A. Competitors in Europe
European brands
A. Competitors in North America
North American brands
A.Tsingtao‘s suppliers
Source: Tsingtao statement 2008
A. Beer market KFS
Low degree of alcohol
Symbol: Conviviality
Ready to consume
A. International: Chinese brands KFS
Differentiation: Chinese legacy
Strong image
R&D
PRC government support
Communication
Foreign shareholders company
A. Key Factor of Success
KFS
Tsingtao
Snow
Differentiation
5/5
3/5
Strong image
5/5
5/5
Chinese legacy
Chinese image
European oriented
R&D
5/5
5/5
PRC government
support
3.5/5
5/5
Communication
4/5
3/5
Foreign
shareholders
company
5/5
5/5
B. Tsingtao, why they are successful
 Tsingtao differentiation
= Chinese legacy + German know how
 Strong identity
= Knowledgeable + Ambassador of chinese
culture+ Tradition-Heritage/Stylish Distinguish
B. Tsingtao, why they are successful



International dimension  Sponsor on important
Qingtao  Tsingtao
events
Recognition for quality
Beer museum
 Strong Communication
campaign
B. Tsingtao, why they are successful
II. Chinese brand, issue
and solution
A. Issues
 Missing international experience
 Insufficient knowledge of foreign markets
 Weak brands with limited international marketing
experience and few distribution channels
 Weak international management skills
 Limited R&D capabilities
 "Bad" reputation
B. Solutions
1.
Continuously improve
manufacturing
productivity and
quality
2. Increase spending and
systematically invest in
R&D
3. Enhance brand
awareness
4. Develop excellent HR skills
and ensure access to talent
5. Engage the help of external
consultants
6. Build a strong distribution
network
III. Practice case:
Ginsber in France
French Market
 Market turnover
€1.6 billion in 2009
 Consumption Ranked
14 in Europe in 2006
 Consumption
39 L/per year/per inhabitant
Source:
- http://fr.wikipedia.org/wiki/Bi%C3%A8re
- Etudes Xerfi sur la bière
French Consumer
 Consumption Habits:
- Casual Meal
- Party
- Guys night
- Thirst-quenching
- Sport events (games)
Consumption place: EVERYWHERE!!
Ginsber – Target consumer
Ginsber: Who is our target consumer?
Active women, urban, upper class
Why?
New trend: 1/3 woman drinks beer
She adheres to the glamorous,thirst-quenching concept and low-alcohol product
She likes to do ladies night
Ginsber: the first alcohol brand which appeals to the women
Ginsber - Launch in France
Differentiation: Shanghai & Glamourous
Ginsber – Sales arguments
Light
You can keep fit!
Ginsber
Quality
Certification
You can trust our brand…
Low degree
of alcohol
Only 3% of alcohol
Sweet
taste
A moment of pleasure…
Ginsber - Launch in France
 Sponsorship events:
 Ladies’ night
Women sports competition (surfing)
Ginsber - Launch in France
Build a strong distribution network
Chaînes/Hôtel/Restaurant
Source:http://www.journaldunet.com/management/0602/0602120biere.shtml
Can make it outside China?
Yes….
 Brand rebuilt
No….
 No real identity (copy)
 Successfull partnership (Shaquille
O'Neal )
Can make it!!!!!
 Weak distribution network
compare to the competition
 Joint venture (Aigle)
 Weak international brand image
 Sponsorship: Chinese team at the
asiatic games (2010)
 Just a « sport brand »
 Strong R&D investment
 Competitive environment:
Adidas, Nike
 Clever brand acquisition (Kason)
Sources
 http://www.usinenouvelle.com/article/tsingtao-la-biere-qui-fait-le-tour-dumonde.N63329
 Tsingtao Annual Report: 2006,2007,2008,2009
 http://www.marketing-professionnel.fr/parole-expert/marques-chinoises-recherchentreconnaissance-internationale-strategie-valorisation.html
 http://www.tsingtaobeer.com/brewery/brewery.htm
 http://stock.tsingtao.com.cn/
 http://www.01men.com/editorial/344245/mode-tendance/
 http://fr.radio86.com/culture-chinoise/un-marche-en-devenir-la-biere-chinoise
 http://en.ginsber.com.cn/newEbiz1/EbizPortalFG/portal/html/GeneralContentShow.htm
l?GeneralContentShow_DocID=c373e9099c972e188f6fc92b6369b920
 http://www.journaldunet.com/management/0602/
 www.wikipedia.com
Time for question….