Warped: Tsingtao Expansion To The Mentality Of Entrepreneurs And Enterprising

Tsingtao expansion: the Business The mental state of expansion

2009 6 10, on the Jin Zhiguo, who is a special day. Last year, when he was promoted to chairman by the president of Tsingtao, and in 4 days ago, Tsingtao Beer has just completed its enemies?? Baotu Spring Beer Acquisition. " Unity Lu beer, we are making headway! "Jin Zhiguo said in an interview.

Since late last year, Jin Zhiguo, Tsingtao Beer Company Board of Directors as chairman of the sixth successive shots under Operations, Olympics Marketing , White smoke beer, alliance NBA ... ... for the past year called brilliant, Jin Zhiguo, not smug.

He said, rely on the established management system, Qingdao Beer has been a rapid development with the foundation. But before Beer Magnate AB, is an example swallowed in front of Tsingtao will, as always, the "mentality of entrepreneurs and enterprising."

Integration of physical assets with intangible assets

White Yantai beer from last year Wine To this acquisition Baotu Spring beer, Tsingtao's acquisition expansion path up until occur repeatedly, the acquisition created Baotu Spring beer is the beer industry, "the acquisition of intangible assets," precedent. The Qingdao Beer Group's acquisition of the object is a trademark of Baotu Spring beer brand, and all intangible assets such as market network, the Jinan Beer Plant, equipment and other tangible assets are not involved.

"Chinese companies are too good at the acquisition of tangible assets, and too good at home as manufacturing." Jin Zhiguo, the view that the acquisition of intangible assets is a subversive creation, reflecting the concept of innovation investment in Tsingtao. "Intangible assets is the soul of this enterprise and blood, plant and equipment but is not important, use the intangible tangible assets consolidation." Jin Zhiguo said the acquisition is in fact the right to buy out each other's competition, the other party abstained, and Qingdao Beer naturally won, which is a comprehensive reflection of competing concepts.

Said Jin Zhiguo, Tsingtao's expansion over the years experience, experienced portfolio, market integration, cultural integration in three stages. Buy from the original factory to factory with market control, to the dedicated M & A cultural integration among enterprises, and eventually "become a man." He believes that patterns, once established, will inevitably accelerate the future expansion.

"1 +1" brand strategy will not change

Reporter learned that, in recent years, Qingdao Beer has been pursuing a "1 +3" brand strategy, brand aimed at optimizing resources. That is the main brand, "Qingdao" and its "landscape", "Hans" and "Laoshan" three big brands collaborative market development. The two acquisitions, increased again, "Yantai" and "Baotu Spring," the two brands of beer.

Operation of the new multi-brand situation, said Jin Zhiguo, specific to the regional market, is "1 +1" dual brand operation, the main push in the region in a high-end Tsingtao brand and a second master brand or local brand , absorbing the "Yantai" and "Baotu Spring" two brand, Tsingtao, this strategy will not change.

"Master brand main influence, the local flagship brand affinity, both profitability and market share." Jin Zhiguo said, retention, "Yantai", "Baotu Spring," the two brands is mainly on account of respect for consumer choice, consumer by heart, or the "Baotu Spring," with feeling, to take into account the feelings of consumers.

Twists and turns of the state-controlled power "Battle"

The past two months, the acquisition of Japanese Asahi beer, a 19.9% stake in Tsingtao to bring the beer industry, "national brand out of control" panic often seen in the media. Since then, with the richest man Mr Chen Fujian Budweiser InBev acquired the remaining 7.01% held by Tsingtao stake, such a panic only subsided. In this process, the Qingdao Beer has not been high on the external position.

"Prior to the existence of structural risk equity, but as the national capital to enter, this risk has been significantly lowered." Jin Zhiguo said the controlling stake in Tsingtao state "defense of war", from last year to now , there have been numerous changes in the situation. InBev eaten AB, has its own problems in financing, cash in and sell their assets quickly. The stock changes, Asahi and Mr Chen respective 19.9% and 7.01% stake. With domestic investors Mr Chen shot, national brand, national capital occupies more than 37%, much higher than the second-largest shareholder held less than 20% of the shares.

Jin Zhiguo said, the DPRK and Japan currently holds 19.9% stake, has done a "firewall" deal, Asahi has made the commitment no longer overweight. He believes that Mr Chen could buy 7.01 percent this "medium-intensity" of a stock, showing the confidence of investors on the company's Tsingtao.

Warped: Tsingtao Expansion To The Mentality Of Entrepreneurs And Enterprising

By: echo

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