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Hou Xiaohai: Brand + Capital + integration = beer core competencies - Hou Xiaohai, Venus beer, core by na b
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Hou Xiaohai: Brand + Capital + integration = beer core competencies - Hou Xiaohai, Venus beer, core by NA B
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| Article Posted: 01/18/2011 |
| Article Views: 338 |
| Articles Written: 2638 - MORE ARTICLES FROM THIS AUTHOR |
| Word Count: 1144 |
| Article Votes: 64 |
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Hou Xiaohai: Brand + Capital + integration = beer core competencies - Hou Xiaohai, Venus beer, core |
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Business,Business News,Business Opportunities
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In "China's first wine industry competitiveness summit" on the original Venus Beer Group General Manager Hou Xiaohai had Chinese beer enterprises competitive elements of the theme statement. Hou Xiaohai said that the Chinese beer enterprises should have the strategy, capital, production layout, scale, brand, channel, product, price, quality, technical processes, equipment, cost, team integration areas such as the competitiveness of 14, and concludes brands, capital, integration will constitute the core beer business competitiveness.
Hou Xiaohai that brand, capital, integration will become a key factor in winning brewery, and beer company in the next three elements of the role will be increasingly important as a major beer company bigger and stronger weight.
National brand highlights From three factors to analyze the specific situation of the past are mostly regional Chinese beer brands, the brand around a few hundred kilometers in circumference to form a strong position, occupying the local market, other companies hard to enter. On the one hand is the cost factor restricting other enterprises; the other hand, consumers have a strong local brand loyalty, foreign brands will need to guide long-term consumption, which undoubtedly created a regional barriers.
This resulted in a long time there was no national beer brand, and even the management of many companies think that the beer industry is impossible to form a national brand. But in recent years this situation changed completely. In 2004, Hou Xiaohai recommendations and renamed the auspices of China Resources Breweries, China Resources Snow Breweries, the company name and the reunification of the national brand name, introduced and perfected the "strong national brand + brand + regional tactical regional brand" brand portfolio strategy.
Hou Xiaohai to a national brand and a number of small local brands co-exist "1 + N" mode is gradually transformed into a national brand and a strong brand long coexistence region "1 +1" mode. In 2005, Hou Xiaohai made beer "national brand" standard, caused great concern in the industry.
After several years of mold, snow brand has become the largest selling beer brand in the industry, single-brand sales in 2008 will likely break 600 million liters, a truly national brand.
Qingdao beer after several years of integration, the core cities in the country could see its shadow. Thus, Hou Xiaohai that, with the snowflake, Qingdao, China-based layout to complete the two brands, it has become the consumers preferred beer brand, and that the two brands in the Chinese beer industry sales will grow increasingly become single-brand beer champion and second place.
Yanjing, Budweiser, and the town, Venus, Harbin, Pearl River, Jinwei brands will be integrated with greater efforts devoted to beer brands in China, a place, but second-tier brand presence around the chance to become smaller and gradually by the beer giant mergers, to brand China beer industry into the era of monopoly.
Expansion of capital as an important weight
The brand's monopoly even more apparent in the power of the capital. Greater integration of regional beer brands need strong capital, in order to achieve monopoly of the region to expand its own brand.
Hou Xiaohai thinks that the beer company for capital and not much interest in their own one-third of an acre of land to live, work or go out of virgin land reclamation of a beer, get some extra profit, are relying on their own savings out of cash flow to achieve, and rarely through the capital market, venture capital, foreign capital to carry out. But now beer companies in China through its own funds if the channel remains will soon be overtaken by other companies, only the strong capital was more right to speak. China Resources Snow
the rapid development in recent years relied on the power of capital is the Hong Kong red chip China Resources Enterprise, strong capital, and the SAB rich experience in support of the beer market, the rapid development of China Resources Snow.
But China beer market over the strong enterprises and capital "to love each other." Qingdao beer in Hong Kong, Shanghai stock market, and companies with AB Cooperation ; Yenching financing channels for securities market in Shenzhen, the Beijing Hong Kong stocks also holding it back the tree, and seeks to split the stock exchange; Budweiser will be the acquisition of Harbin Brewery bag, wishing to create a national brand of its playing; Chongqing Brewery and New York Custer Cooperation; Zhu Jiang Yingbo cooperation, etc., can be seen, the Chinese beer industry has entered the era of capital, capital into beer business integration and expansion of the most important weight.
Integrated enterprise core competitiveness With brand and capital, the beer company's ability to integrate into another key factor. This is, Qingdao beer past the current expansion of the expansion of Jiugen very different pattern. In the past, Tsingtao's expansion model is based mainly on the growth of capital and other advantages, at the time this method is very effective. Now this mode of growth is based on the capacity expansion and to build core competence to achieve the "extension-extension" to "content-type expansion" changes from "bigger and stronger" to "strong and big" changes focus on cultivating a strong brand, and human resources capacity for sustainable development. This is a non-replication ability, is truly becoming an international business enterprise must have the ability.
This, Hou Xiaohai in the Venus work, the integration will be Venus Venus beer on the first position.
Hou Xiaohai enter Venus soon after the appearance of all its subsidiaries made in accordance with uniform building construction drawings, forming a unified image of Venus gene; all subsidiaries by headquarters to send high-level, the formation of the unified management of Venus gene; all subsidiaries will be Venus effective integration of local, regional culture, the formation of Venus unified cultural gene; all subsidiaries technicians training posts by the headquarters to ensure consistency of product taste and form of the Venus gene unified process; all subsidiary product lines in accordance with the standard requirements based re-combing, reasonable reduction in the formation of Venus unified product gene; all pushed to the main subsidiary of Venus, represented a new generation of high-end products, the formation of a unified market Venus gene. Unity for the integration of these six the first year of opening Venus laid a good foundation.
Hou Xiaohai that, "Brand + Capital + integration" would constitute a beer company's core competitiveness, the strength of the three enterprises will gradually appear in the beer, as beer companies can strengthen and expand the core elements. Exciting content to recommend: I am an expert from Components Electronic suppliers, usually analyzes all kind of industries situation, such as used combine harvesters , almond harvesting.
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