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Original title: Is Taishan Beer, which relies on the “fresh 7 days” counterattack, the largest shareholder of the packaging giant?
Looking back 20 years, he said three “thanks”.
Wen | Yunjiu Team
In the wine industry, the groundbreaking launch of a ‘7 day fresh’ beer company with a short warranty period actually hides a piece of packaging behind it.
According to Tianyan Check, on November 23, Hucai Stationery Co., Ltd. (referred to as “Hucai Culture”) pledged 100% of its capital to the Humen branch of Dongguan Rural Commercial Bank for financing needs.
Culture Hucai later stated on the issue that due to the construction needs of its “Hucai Building” property, the company used its properties for mortgage loans from Dongguan Rural Commercial Bank, which was to be complemented by a joint guarantee. of the company’s capital. This pledge is an 8-year long-term project loan. The company is under no pressure for short-term debt repayment.
It is worth noting that Hucai Culture has gained momentum in recent years, and is the main shareholder of Taishan Beer Co., Ltd. (Taishan Beer for short), which focuses on “7 days of freshness”.
According to information from Tianyan Check, Hucai Culture directly owns 90% of Taishan Beer and 26.56% of the shares of Taishan Beer (Laiwu) Co., Ltd. Chen Chengwen, president of Taishan Beer, is also the founder and l actual controller of the Hucai culture.
Over the past 20 years, how did a packaging tycoon who is active in color printing and printing get into the beer industry?
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Cross-border beer packaging tycoon
In August 2000, Taishan Beer was founded in Tai’an, Shandong.
Chen Chengwen recalled that at that time he was dedicated to beer, firstly because he and Shandong Tai’an Beer had long collaborated and everyone knew each other, secondly, the quality of Tai’an beer was very good and “the wine was very good “.
Chen Chengwen was born in Dongguan in 1957. He started his own business in Hong Kong in his early years. He later founded Dongguan Hucai Printing Co., Ltd. in Guangdong to undertake the production of cigarette packaging boxes for the major cigarette companies. Tiger Color Culture was founded in 1989. The company considers the printing business as its core business, which includes packaging and printing, laser materials, student stationery chains, beer, etc. group.
Chen Chengwen
Around 2000, the national beer giants represented by China Resources kicked off a climax. Taishan Beer, located in a corner of the Tai’an market in Shandong, was constrained by the market, costs and team and was heavily indebted. Chen Chengwen proposed,If the Hucai culture enters Taishan beer, it can maintain this brand, gain support, and successfully cross the border from the packaging and printing industry.。
Regarding this crossover, Chen Chengwen said he must first “thank the Tai’an government for entrusting Tai’an Brewery to Hucai.” Since then, Taishan Beer has pushed forward a series of reforms with the support of Hucai Culture, from a regional brand to the whole country. The products are exported to 24 provinces and cities, with millions of fans and more than 1,500 directly operated stores, becoming a business card of Tai’an City.
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Internet + beer “7 days of freshness” counterattack
After breaking into the brewing industry in 2000, Chen Chengwen didn’t immediately collect flowers and cheers, but sneaked in for 15 years.
In 2007, domestic beer sparked a price war. It coincided with the completion of the Taishan Beer Industrial Park with an investment of hundreds of millions of yuan. The new plant has taken up funds. Under fierce onslaught from opponents, Taishan Beer’s share in Tai’an has dropped from over 80% to 50%. Edge of life and death.
In 2010, Taishan Beer hired German expert Gerhard Luthard to develop and create the first short-term “7 Days Fresh” beer puree to enter the market, but local consumers are used to regular beer. “7 Days of Freshness” was an unknown teacher.To open the market, Taishan beer adopted the gift of wine and cultivated the first batch of consumers in the surrounding area.
After 2015, with the increase in online shopping and the improvement of the Internet infrastructure, the popularity of “7 Days Live” continued to increase.The company has decided to use the pure pulp store as an experience and distribution center, using public relations, social promotion and micro-marketing to develop new online and offline stores.。
Taishan Beer general manager Zhang Kaili said that in order to transform, the company set up a new media business unit for online promotion. In 2014, there were only 170,000 seed users, which increased to 310,000 the following year. Next, the company launched QR code scanning with open bottle caps that scan red envelopes, offline fan gatherings, etc. The number of fans reached 800,000 in 2016 and jumped to 1.8 million in 2017. As of the first half of 2019, the number of fans has reached 4.5 million.
At the same time, the factory production team cooperated with marketing, after 7 years of exploration,Summarize a set of a unique “7-day operating system” of “product order logistics distribution information system”。
With the increase in the number of fans and the formation of the “7-day operating system”, Taishan Beer has stepped up the expansion of its stores and in 2020 it deployed 1,500 stores in 24 provinces of the country.
Chen Chengwen said that using the “Internet + circle + community” model, from 2014 to 2020, Taishan Beer’s compound annual growth rate reached 33.5%, and the first five months of 2020 will still achieve a growth rate of 26%.
Fang Gang, senior researcher and well-known marketing expert from Yunjiu China Wine Brand Research Institute, said:Taishan Beer avoided traditional Red Sea beer, launched short-term products and used the differentiated operation of “Internet + circle + community” to successfully counterattackFor most small and medium beer brands, it has a strong enlightening meaning.
In September 2020, Taishan Beer celebrated its 20th anniversary with the theme “Crossing Borders and Leading the New Future”. Chen Chengwen said that the transformation of Taishan Beer from a state-owned enterprise to Phoenix Nirvana, first of all thanks to “local government trust” and also thanks to “Suppression of competition” and “age of the Internet”.
For the future, Chen Chengwen proposed “Thousands of stores in thousands of cities”, that is, the opening of 10,000 directly operated stores in 1,000 cities, adhering to a differentiation strategy, relying on pure cellulose products, direct sales models, intelligent logistics and big data marketing to quickly implement direct sales Points of sale.This packaging leader “accidentally” who broke into the beer industry will continue to create legends.
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Responsible director: Wang Meng
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