[phpBB Debug] PHP Warning: in file [ROOT]/includes/bbcode.php on line 494: preg_replace(): The /e modifier is no longer supported, use preg_replace_callback instead
[phpBB Debug] PHP Warning: in file [ROOT]/includes/bbcode.php on line 494: preg_replace(): The /e modifier is no longer supported, use preg_replace_callback instead
[phpBB Debug] PHP Warning: in file [ROOT]/includes/bbcode.php on line 494: preg_replace(): The /e modifier is no longer supported, use preg_replace_callback instead
[phpBB Debug] PHP Warning: in file [ROOT]/includes/bbcode.php on line 494: preg_replace(): The /e modifier is no longer supported, use preg_replace_callback instead
[phpBB Debug] PHP Warning: in file [ROOT]/includes/bbcode.php on line 494: preg_replace(): The /e modifier is no longer supported, use preg_replace_callback instead
[phpBB Debug] PHP Warning: in file [ROOT]/includes/bbcode.php on line 494: preg_replace(): The /e modifier is no longer supported, use preg_replace_callback instead
[phpBB Debug] PHP Warning: in file [ROOT]/includes/bbcode.php on line 494: preg_replace(): The /e modifier is no longer supported, use preg_replace_callback instead
[phpBB Debug] PHP Warning: in file [ROOT]/includes/bbcode.php on line 494: preg_replace(): The /e modifier is no longer supported, use preg_replace_callback instead
[phpBB Debug] PHP Warning: in file [ROOT]/includes/bbcode.php on line 494: preg_replace(): The /e modifier is no longer supported, use preg_replace_callback instead
[phpBB Debug] PHP Warning: in file [ROOT]/includes/bbcode.php on line 494: preg_replace(): The /e modifier is no longer supported, use preg_replace_callback instead
[phpBB Debug] PHP Warning: in file [ROOT]/includes/bbcode.php on line 494: preg_replace(): The /e modifier is no longer supported, use preg_replace_callback instead
[phpBB Debug] PHP Warning: in file [ROOT]/includes/bbcode.php on line 494: preg_replace(): The /e modifier is no longer supported, use preg_replace_callback instead
[phpBB Debug] PHP Warning: in file [ROOT]/includes/bbcode.php on line 494: preg_replace(): The /e modifier is no longer supported, use preg_replace_callback instead
[phpBB Debug] PHP Warning: in file [ROOT]/includes/bbcode.php on line 494: preg_replace(): The /e modifier is no longer supported, use preg_replace_callback instead
[phpBB Debug] PHP Warning: in file [ROOT]/includes/bbcode.php on line 494: preg_replace(): The /e modifier is no longer supported, use preg_replace_callback instead
[phpBB Debug] PHP Warning: in file [ROOT]/includes/bbcode.php on line 494: preg_replace(): The /e modifier is no longer supported, use preg_replace_callback instead
[phpBB Debug] PHP Warning: in file [ROOT]/includes/bbcode.php on line 494: preg_replace(): The /e modifier is no longer supported, use preg_replace_callback instead
[phpBB Debug] PHP Warning: in file [ROOT]/includes/bbcode.php on line 494: preg_replace(): The /e modifier is no longer supported, use preg_replace_callback instead
[phpBB Debug] PHP Warning: in file [ROOT]/includes/bbcode.php on line 494: preg_replace(): The /e modifier is no longer supported, use preg_replace_callback instead
[phpBB Debug] PHP Warning: in file [ROOT]/includes/bbcode.php on line 494: preg_replace(): The /e modifier is no longer supported, use preg_replace_callback instead
[phpBB Debug] PHP Warning: in file [ROOT]/includes/bbcode.php on line 494: preg_replace(): The /e modifier is no longer supported, use preg_replace_callback instead
[phpBB Debug] PHP Warning: in file [ROOT]/includes/bbcode.php on line 494: preg_replace(): The /e modifier is no longer supported, use preg_replace_callback instead
[phpBB Debug] PHP Warning: in file [ROOT]/includes/bbcode.php on line 494: preg_replace(): The /e modifier is no longer supported, use preg_replace_callback instead
[phpBB Debug] PHP Warning: in file [ROOT]/includes/bbcode.php on line 494: preg_replace(): The /e modifier is no longer supported, use preg_replace_callback instead
[phpBB Debug] PHP Warning: in file [ROOT]/includes/bbcode.php on line 494: preg_replace(): The /e modifier is no longer supported, use preg_replace_callback instead
[phpBB Debug] PHP Warning: in file [ROOT]/includes/bbcode.php on line 494: preg_replace(): The /e modifier is no longer supported, use preg_replace_callback instead
[phpBB Debug] PHP Warning: in file [ROOT]/includes/functions.php on line 5277: Cannot modify header information - headers already sent by (output started at [ROOT]/includes/functions.php:3903)
[phpBB Debug] PHP Warning: in file [ROOT]/includes/functions.php on line 5277: Cannot modify header information - headers already sent by (output started at [ROOT]/includes/functions.php:3903)
[phpBB Debug] PHP Warning: in file [ROOT]/includes/functions.php on line 5277: Cannot modify header information - headers already sent by (output started at [ROOT]/includes/functions.php:3903)
易拉罐封口机|易拉罐灌装封口机|饮料生产线|饮料生产线厂家|液氮加注机|液氮机|饮料设备厂家 • 啤酒行业变革进入关键期 华润雪花抢占年轻市场
分页: 1 / 1

啤酒行业变革进入关键期 华润雪花抢占年轻市场

发表于 : 周一 3月 19, 2018 6:54 am
jinqijixie















3月18日,为强势深耕年轻人市场,华润雪花啤酒推出品牌重塑以来首支核心产品——勇闯天涯superX。

  华润雪花品牌重塑以来的首支核心产品

  伴随着移动互联网的发展和消费升级红利,啤酒产业迎来新时代,从后量变时代进入新质变时代:品牌从大主流向高档化、个性化转变;市场优势从高份额到高质量转变;渠道从数量层级管控到直营化、数字化转变,生产走向集中化、智能化、高效率。在这样的产业大背景下,啤酒行业也迎来了新的发展机遇。


  华润雪花总经理侯孝海在发布会上表示:“啤酒行业未来趋势是品牌价值化、产能集中化、产品升级化、运营数字化。企业发展的动能从并购、整合追求、规模扩张、品牌统一、管理改进,彻底转变为新消费带动消费升级下的大品牌群、大个性化价值化单品群、大工厂下生产效率的极致和智能制造发展、移动互联网下的管理全方位数字化信息化的新动能。”

  事实上,为了适应啤酒行业新的发展趋势,华润雪花自2017年就开始进行品牌重塑,实现产能优化。

  据了解,此次上市的勇闯天涯superX是华润雪花啤酒自品牌重塑以来推出的首支核心产品,是华润雪花在新的产品开发理念、新的产品精酿技术、新的产品营销模式下推出的一款全新产品,上市后将覆盖餐饮终端等更广泛的渠道。

  华润雪花总经理侯孝海表示:“勇闯天涯superX新品是华润雪花在行业新时代、啤酒新征途中推出的第一支核心产品,不仅仅肩负着华润雪花自身品牌升级的使命,还承载了行业转型升级的重任。”

  业内人士分析表示,勇闯天涯superX产品是一支标志性产品,可以从中解读出华润雪花甚至整个啤酒行业的新思维、新方向和新能力。

  这款啤酒是专为年轻人定制的

  作为一款主打年轻人市场的啤酒新品,勇闯天涯superX为年轻人量身定制。华润雪花表示,勇闯天涯superX的“super”代表超级、无限,X代表探索、未知,“superX”意味着未来将为年轻用户带来无限探索的可能。

  在包装上,勇闯天涯superX的包装根据年轻消费者的喜好定制,包装颜色选择了炫酷、锐利的蓝色,瓶身采用圆滑流畅的流线型设计,外观时尚而个性,符合年轻消费者的审美;在酒体上,作为一款淡爽型啤酒,勇闯天涯superX酒液金黄,泡沫洁白细腻、持续时间长,在泡沫消失后还能持久酒液挂杯,符合一款好酒所具备的特征;在口感上,勇闯天涯superX清新酷爽又不失丰满,酒味醇厚之余又苦味适中,非常符合年轻人口味。视之炫酷,嗅之醇香,品之回甘,是这支新品的最大特点。

  啤酒国嘴王江群表示:“品鉴勇闯天涯superX的过程可以说是一次舌尖的回味之旅,在品尝过程中,伴随着二氧化碳在舌尖的释放,啤酒柔和细腻的苦味在味蕾上绽放,却又转瞬即逝,充满回味,既满足了消费者想要的清爽口感,又留有回味。”

  试水娱乐营销,让年轻人“对话”年轻人

  据相关分析,进入“互联网+”时代以来,传统信息传播方式受到了极大的冲击,尤其是年轻一代成为了消费主力军,碎片化、个性化成为了企业品牌与用户之间新的信息传输方式。而相对传统的啤酒行业面对新的营销态势,自我颠覆与创新不仅要停留在产品升级层面,更要积极致力于与用户实现现代化的信息衔接。

  对此,华润雪花啤酒深谙其道,不仅请人气偶像王嘉尔做勇闯天涯superX形象代言人,还联手《热血街舞团》和旗下实力选手X-crew组合,并冠名热播音乐偶像养成节目《明日之子》,邀请《明日之子》总冠军毛不易为发布会现场助阵……多维度试水娱乐营销,以年轻人喜欢的方式“搞定年轻人”。

  站在行业由量变到质变的关口,与主流消费群体产生共鸣。勇闯天涯superX从产品本身的年轻化出发,通过直击年轻人的包装、口感,进而赋予其“生而无畏”的品牌精神,打造了一款专为年轻人而生的跨时代啤酒新品。

  “未来,华润雪花将以无畏之心、热血之志,为推动中国啤酒产业创新发展贡献力量。”华润雪花总经理侯孝海在展望华润雪花未来时如是说。