Tsingtao "New Impression"

Tsingtao "New Impression"

Adding to high -end trendy brands, advanced to the industrial Internet, and integration of "two industries" to help cities highlight the characteristics worldwide

What kind of company is the Qingdao Beer who has gone through 119 years? In the inherent impression, it is a traditional manufacturing company that produces beer.

Now, this impression should be changed. Adding to high -end trendy brands, advanced to the industrial Internet, and integration of "two industries" ... A new Qingdao Beer is constantly refreshing people's cognition.

Qingdao Beer · Time Coast Craft Beer Garden, which was opened not long ago, is the world's first, largest, most complete, and most experienced immersive beer+consumer life experience MALL. "The capital of beer" erected new landmarks. Many people exclaimed, "Tsingtao has changed."

In fact, Tsingtao Beer has been using the "steady advancement" of the Japanese arch to achieve "dynamic update". In the all -round changes based on new products, new manufacturing, and new formats, Qingdao Beer not only erupted huge energy, but also provided a paradigm for the high -quality development of Qingdao's real economy.

This year is a key year for the Tsinghua Group to implement a high -quality leap -up development strategy. By further expanding the scale of the industrial scale, enhancing the level of development, and cultivating the consumption atmosphere, it has developed the spirit of "first -class things, but the flag is winning". Real performances, relying on struggle, Tsinghua Brewery Group strives to create a new situation of high -quality development, create a new experience for the people's better life, and inject new kinetic energy into the urban industry's energy level.

Tsingtao Beer Smart Industrial Park.

High -end tide products, strong entities increase their strength

In the recent period, Qingdao Beer is one of the most powerful and most changing Qingdao brands.

At the beginning of this year, the newly developed art collection ultra -high -end product -Qingdao Beer "Legend of the One Life" was in short supply once it was launched, and quickly became a high -end vane to lead the industry. This "screaming" beer, integrates beer, whiskey, wine, and champagne. A new height of the beer industry consumption upgrade.

Qingdao Beer's product matrix

To do the high -end ceiling of the industry, the foundation of Tsingtao Beer comes from the quality of inheriting the century, from the continuous original innovation capabilities, from the insight into the new needs of users.

In terms of quality management, from "product -centric quality", to the change of perception quality centered on consumer comprehensive feelings, "the charm and perception quality management model based on digital end -to -end decoding" came into being, and obtained the management of national enterprises management The first prize of modern innovation results. In terms of original innovation, the science and technology research and development center of Langu has been accelerated, and the only "beer biological fermentation engineering" national key laboratory in the Chinese wine industry has been upgraded to the most basic level of global industry technological system from the most basic level. In terms of brand building, frequently collide with fashion trends, speed up the iteration of the product experience, the distance from the young consumer group ...

Today, Tsingtao Beer has been upgraded from the original item to the product matrix, and the high -end, fashion and classic tide lineups are becoming stronger -existing legend, century -old journey, Amber, August, Hongyun head, classic, classic, classic, classic 1903. Nine major series and more than 70 product matrices including buckets of pulp beer, Pilson, Tsingtao Beer IPA, etc.

In the hometown of beer in Germany, Tsingtao Beer 0.0%non -alcoholic beer stood out from 44 countries and 2395 participating beer, winning the "European Beer Star" gold award. At the Beijing 2022 Winter Olympics, a series of products such as "Qingdao Beer Winter Olympic Ice Snow Tank" were used as a rest or celebration wine in the game by international friends, showing the power of Chinese brands. Among the theme salons organized by the 3rd multinational company leader Qingdao Summit, Tsingtao Beer has become a medium for guests of various countries to open up their hearts and communicate.

There is a detail that it can confirm the brand power of Tsingtao Beer. On July 17th, the first urban -level brand day "Qingdao Brand Day", the honorary dean of the Peking University National Development Research Institute, Dean of Peking University New Structural Economics Research Institute, and Dean Lin Yifu, Dean of the School of South -South Cooperation and Development of Peking University, made a special trip to come to Qingdao Beer Exhibition Area, tasting Qingdao Beer "Legend of the One Life". In his opinion, Qingdao Beer is one of the most representative world -renowned brands in Qingdao.

"Chain" exertion to shape digital combat effectiveness

Many people have not realized that beer, a consumer product that is close to the people's lives, has long been very different.

How to produce 120,000 cans of beer production lines per hour to achieve the smallest private customization of 15 boxes? How to make more than 20 varieties in a single day quickly convert production? The answer given by Tsingtao Beer is the "Lighthouse Factory" on Qingdao Brewery at No. 56 Dengzhou Road.

Tsingtao Brewery "Lighthouse Factory".

As a benchmarking company in Qingdao and even the country, Qingdao Beer has the "Lighthouse Factory" in the world's first beer beverage industry in the world, solving pain points such as long production cycle and difficult production forecasts in the industry, and filling the gap in the beer beverage industry.

According to the rhythm of traditional manufacturing, beer is based on production, and then uses product research to evaluate consumers' satisfaction with products in various regions, and passed on to research and development and production. The entire cycle is quite long. Now, through the full data driver of the "Lighthouse Factory", the entire production organization of beer has changed: production is not a producer, but a large data based on the consumer side to achieve large -scale customization; the product is not updated by the year. It is "iteration" every day or even every day. Under the elastic schedule of the "Lighthouse Factory", it not only maintains the scale effect of industrialized manufacturing, but also takes into account personalized needs. The intelligent butterfly change of the century -old factory is just the beginning. This year, Tsingtao Beer implemented projects such as technological reforms, smart factories, digital workshops, and automated production lines with greater strength, and promoted the digital "reshaping" of R & D, production, processing, packaging, logistics, warehousing, marketing, marketing, and service. Logistics and warehousing is an important part of them. Qingdao Beer has built an intelligent stereo warehouse with a digitalized stock change with digital prying of stock changes, and built a 34 -meter high, 3480 cargo position, and more than 50,000 boxes of library capacity.

Not long ago, the highest intelligent three -dimensional warehouse in this wine industry was put into operation. More than 100,000 boxes of products just under the production line per day were intelligently entered and exported through the factory WMS system instructions to achieve scientific discharge, database activation, transportation, transportation, transportation, transportation, transportation, transportation, transportation, transportation, transportation, transportation The quality and efficiency of all aspects of all aspects increased by 30%compared with the past. The efficiency and intelligent level of finished products and intelligence have effectively improved, so that the freshness management of the product will be new to a new level.

The tide of digitalization of urban industries rolled up, and leading enterprises played the role of roadkeeper. As the main enterprise of the food and beverage industry chain chain chain, Qingdao Beer's industrial Internet practice is not only a demonstration, but also directly drives the industrial chain upstream and downstream enterprises to embrace digitization, profoundly changes the production model and industrial form of traditional manufacturing, and accelerates the real economy for Qingdao to accelerate the real economy Revitalizing the development of new vitality.

The format upgrade, "renewed" with the city

For a long time, the main role of Tsingtao Beer is a producer and is not directly facing end users.

From "creating for manufacturing" to "serving for service", Qingdao Beer began to actively jump out of the role of a producer, and take the project as a breakthrough to do a good job of urban beer culture articles, helping Qingdao "show the characteristics worldwide."

In more than 60 cities across the country, more than 200 TSINGTAO 1903 Qingdao Brewery has accelerated the layout to create a consumer ecosystem of multi -format deep association, complement each other, and altruistic symbiosis. Even Tsingtao Beer also held a unique high -speed rail beer festival for the first time, starting a new model of beer experience with "the speed of high -speed rail, the passion of the beer, and the vitality of the city".

During the 32nd Qingdao International Beer Festival (Cloud Beer Festival), in addition to the conventional beer caravan, the newly opened Qingdao Beer · Time Coast Craft Beer Garden quickly became a new online celebrity punch place.

Tsingtao Beer · Time Coast Cast beer garden.

This craft beer garden named in the name of time is a disruptive innovation that breaks the original industrial border, promotes the integrated integration of the industry, and cultivates a new mode of new formats. Only 80 meters away from the sea, the beer factory moved to the table, and the 8 major series of 24 products were fresh and zero. The beer elements of the resort hotel were followed, and the beer SPA gave a new experience. The format and multiple scenes allow consumers to establish more connections in emotional resonance and cultural resonance, forming innovative productivity that continuously incubate Qingdao's new consumption.

The deep integration of modern service industries in advanced manufacturing seems to take a small step, but behind it is the big logic of scene definition products. Tsingtao Brewery Museum, Tsingtao 1903 Tsingtao Brewery Bar, Beer Street, craft beer garden, these immersive experience scenes not only become new highlands promoted by Qingdao Beer brand, new highlands promoted by new products, and new highlands of fresh beer distribution. The Qingdao Beer Festival, which is "never ending" in urban fashion consumption.

In this process, a century -old enterprise interaction with cities is closer. With the in -depth understanding of this city, with the iterative thinking and upgrade scene, Qingdao Beer uses major projects to release development energy, pay tribute to users with a better life, bring new growth points and explosion points to the industry, and continuously enhance the city Attraction and influence.

A better Tsingtao Brewery is striding towards the new journey. (Qingdao Daily/Guanhai Journalist Zhou Xiaofeng)

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