Три пивных бренда попали в топ-50 наиболее ценных китайских марок алкогольных напитков и пива

Пиво в мире ПИВО

Согласно новому отчету компании Millward Brown «Brandz Top50: Самый ценный китайский бренд 2013», в котором аналитики исследовательской компании отметили возрастающую важность брендов в небольших городах, которые расположены далеко от Шанхая, Пекина и Гуанчжоу, три пивных бренда попали в пятерку наиболее ценных китайских марок алкогольных напитков и пива.

Потребители небольших городов в целом более практичны, поэтому для них более важным критерием остается цена/качество, а не роскошь, — говорит один из экспертов аналитической компании.

Аналитик также отметил тотальное обрушение стоимости брендов, входящих в топ-50 (-1,6% или $320,2 млрд). В основном, это произошло уменьшения уровня доходов и роста налогов.

При этом стоимость алкогольных и пивных брендов Китая показывает явный рост: стоимость традиционного китайского ликера baijiu увеличилась на +19%, стоимость пивных брендов возросла на +17%.

Топ-5 брендов алкогольных напитков и пива Китая представлены ниже.

Китайское пиво Tsingtao – 31 место рейтинга, стоимость бренда — $1.2 млрд

Китайского пива TsingtaoИнтенсивное маркетинговое продвижение позволило повысить продажи китайского пива Tsingtao в 2012 году, несмотря на общее падение китайского пива на мировом рынке, и сделать его доступным в 60 странах мира.

Преимущество пива Tsingtao среди других сортов пива заключается в том, что этот сорт был разработан более 100 лет назад немецкими и британскими пивоварами”, — пишет исследовательская компания.

В 2012 году компания поддерживала китайских атлетов на Олимпийских играх, внедрив известную онлайн-игру, которая предлагала победителю поехать в Лондон.

Культурный маркетинг также позитивно повлиял на раскрутку бренда. Во время 22-го международного фестиваля Qingdao более 4 миллионов туристов было привлечено в родной город бренда.

Пиво Tsingtao также намерены продавать пиво в Шанхае и соседних провинциях на территории Китая, — прогнозирует Millward Brown.

Китайское пиво Snow Beer — 37 место рейтинга, стоимость бренда — $677 млн

Китайское пиво Snow BeerИзвестное на весь мир китайское пиво Snow Beer потеряло в стоимости бренда 26%, однако Millward Brown заявляет, что несмотря на это компания продолжает заниматься строительством пивоварен и внедрять маркетинговые кампании. Согласно китайскому распределению ресурсов, Snow Beer производит 30 местных брендов на 80 пивоваренных заводах.

В начале 2012 года Snow Beer также стало популярным в центральном Китае, а в частности в таких провинциях, как Shangqiu и Xinzheng.

Также Snow представили сорт Miller Genuine Draft, а Millward Brown утверждает, что “данное развитие поможет Snow повысить доходы, которые находятся под давлением из-за постоянной конкуренции”.

Для поддержания своих позиций компания проводит кампанию Global Trekker,а также постоянно внедряет разные маркетинговые новшества.Китайское пиво Harbin

Китайское пиво Harbin Beer – 39 место рейтинга, стоимость бренда — $601 млн.

Anheuser-Busch InBev, купив бренд Harbin изменила его статус из регионального в национальный.

Несмотря на экспорт в Северную Америку и Европу, Anheuser-Busch InBev позиционирует бренд как “местного чемпиона”, а Китай остается стержневым рынком.

Благодаря активному маркетингу, в 2012 году в рекламу была вовлечена такая известная звезда баскетбола, как Шакил О’Нилл.

Евгения Потоцкая

Евгения Потоцкая

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