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
Интенсивное 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
Известное 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 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.
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