Lion of War in China

 Lion Brewery, with 160 years of history, Australia's second-largest brewer. In entering the Chinese market 10 years later, the lion actually actively chose this time to retreat.
2004 年 9 15, in Beijing, China Resources Snow Breweries formally announced to the cost of $ 71,000,000 and will take the time to complete the acquisition of a debt, the acquisition of Australia's Lion Brewery beer business in China, all the rights and interests, which is equivalent to the highest honor in China announced the death!
from Australia's construction initiative, the Chinese beer industry in the surging rapids herald the impending whether the new pattern?
single value can not break through
Lion Co., Ltd. (LION NATHAN LTD.) is the largest beverage Oceania company, established in February 1988, 1998, with assets of 3.8 billion Singapore dollars, Singapore dollars 243 million profit, market capitalization of 2.5 billion Singapore dollars. occupy 41% of beer market in Australia, New Zealand beer market, 53%, Pepsi-Cola Company in Australia and New Zealand, 83.5% of the shares of PepsiCo.
1995, the highest honor to enter the Chinese market often the surface, the highest honor in expanding investment in China, it has been a bright gratifying results. Taihu purchased since 1995 60% of the shares of water brewery, established in Taihu Lake in Wuxi Lion Brewery Co., Ltd. since 1996, the Lion Group's stake to 80% again, the expansion of production capacity from 60,000 tons to 12 tons. joint venture production of Taihu Lake Taihu Lake Basin Water beer as the leading brand in the city. Taihu Lake in Wuxi Lion Brewery Co., Ltd. became the outstanding performance of foreign invested enterprises in China beer model year 1999, Lion Group once again increased investment, the shareholding increase to 90 %.
accumulated experience in the development of joint ventures, the Lion Group's ambitious expansion campaign in China, more violent: in Suzhou, the investment 170 million U.S. dollars, the construction of an annual output of 30 tons of ultra-modern brewery? ? Lion Beer Beverage (Suzhou) Co., Ltd., in March 1998 between the built and put into commercial operation. In addition to producing beer in Taihu Lake, and Lake, the company also began production in August the same year five times in succession to obtain the honor of the world's best light beer world good beer, which is the world's most famous one of the ultra high-end beer. World good beer the first landing in Shanghai, the Shanghai market a year later to become the largest selling super-premium beer the year 1999, the highest honor in Suzhou brewery and beer company exclusive access to the German Baker trademark licensing, production and sales in China, one of the world's top ten brands of beer Baker.
until May 6, 2004, the highest honor the Chinese still continue to receive awards. in Melbourne, Australian International Beer Competition end of Lion Brewery (Suzhou) Company to obtain 1 gold, 2 silver and 1 bronze, won the ?
full value from the point of view we try to analyze the value of matching the highest honor in China, hoping thereby to find the highest honor in the ultimate frustration because of China.
products: The Lion China pursues a multi-product operation, from the ultra high-end to the low-end full coverage, the overall product value attributes are a significant proportion of the price of products, the so-called ultra high-end of the world is a good value products, is the proportion of school channels: the relative concentration of the market span, but the nature of the operation are bandits, from the brand and the core market share of cash-type situation, basically, in the heart of the Wuxi market, estimated there is a considerable proportion of the fuzzy type, easily replaced by other products, the impact of the large 2002 year growth ambitions of the highest honor in the market expansion outside the Taihu Lake Basin scheme market, the result is bound to fight for both sides, exposing the core region.
brand: from product positioning and sales of the grade of concentrated regional perspective, the highest honor in the price of Chinese products are scattered mainly in the Taihu Lake basin, comparing average high-end brand products are present fragmented reality. is essentially a high and unstable, low and not fixed the situation in the channel instability, the local market easily be put down from the high-end, foreign markets are likely to be other location clearly extruded products. core markets and core foreign markets dealing with relationships, sense of nobility is critical enterprise, ranging from loss of weight may be uprooted by foreign brands.
Manpower: 2003 to 2004, Lion has Recruitment to Shanghai, Suzhou, general manager of the market, a monthly salary of 12,000 or more. clearly belongs to type of occupation, but because the movement of relatively large, so many people at most in the learning properties, more properties in the value of the work.
Consumers: Consumers and the products and channels is the corresponding division in the high end of the world where good products that consumers value the type personality or mood, and most low-end product is essentially in the simple and traditional values, particularly in Wuxi and Suzhou, the local beer has been located in the Taihu Lake water affinity on the traditional, but this affinity is ambiguous, because the lion share in the local market that the consumer is prone to spending a considerable part of the migration. In fact, its certainly hard to feel the consumer the value of the interests of international brands, which is exactly the opposite, and Budweiser.
generated from the full value of the match situation, the highest honor in China is quite fluctuating.
We can see the value of a lot of mistakes and even the matching of dislocation.
and sales relative to its capacity, more advanced production equipment, the higher the cost, it is necessary to expand sales volume, but with a degree in the value of the very poor situation, the greater the yield loss of more, more failures in strategy. Therefore, the highest honor in a dilemma, the only way is with a degree from the value of internal promotion.
However, the highest honor the principle followed is the size of salvation, Regardless of the strategy in 2002, onrush, summed up the strategy in 2003, including during the very human aspects of Action, as well as the so-called winter-season sales Raiders, which are all directly or indirectly between the value of accelerated with the degree of imbalance All actions see themselves more and more close to the cliffs toward the edge of one of Australia's mighty conflict in the self-design of interwoven conflicts.
2003 since the cost of the upgrade of one year loss of 7 million Australian dollars, the highest honor China has finally total collapse, and even supported the idea did not survive, and leave for good.
lion's failure to declare a complete end of an era: a single value of the breakthrough thinking is no longer able to fundamentally change the destiny of the enterprise , a single value before adjustment, the cosmetic work has been done at the end.
old business innovation difficulties
beer market is currently the biggest problem is product innovation. However, we see the Lion King beer, but in this most crucial part of not a color. from entering the Chinese market began, the old beer tycoon to market the world good beer, Taihu Lake water, beer and Lake of beer, in addition to the Chinese people to show off its Australian character and historic , almost any component of product innovation. until 2003, it was successfully listed in Shanghai and the other international brands of beer Kirin mellowness, but still within is a concept about the producers, consumers, and strange it is and the current divergent, the pursuit of what the consumer psychology personality more contact? many beer companies in the battle turns, those who are not brand new small and medium enterprises and the capital advantage According to local resources and consumer demand, the development of specialty products such as Apple beer, sea buckthorn beer, pineapple beer, wolfberry beer, spirulina beer. there is a Jinchuan Health Beer, by virtue of its unique features of health care firmly occupy the Chinese beer part of market segmentation has become the pursuit of small breweries operating characteristics of a typical case.
and the pursuit of differentiation and characteristics of these small and medium business enterprises compared to beer, Lion beer too much; and those who dare to abandon the once glorious good governance in the companies on product innovation than the highest honor of beer too old; and those who belong to the same competition in the heavyweight but not a hint of slack compared to local enterprises, the highest honor of beer too proud.
Thus, the highest honor been eliminated, is the inevitable accident.
First, when the beer has become a consumer of ordinary people in China after the occupation of their psychological ability to market, is the highest honor must face.
Secondly, when high-level brand management and cultural management has increasingly become the subject of competition in the pocketed homework so thoroughly on the eye after they ignored a low level of price management and product management, the final defeat at the end of the most critical aspects of consumer buying on.
For those keen to stress cultural quality of the enterprises, jumped up Mogao, this is not wrong. However, the final outcome of any take-off, or to fall to the ground. but to be profitable as a enterprise, if not always on the first point of the profits to provide customers with inexpensive goods, and customers followed by a juggle, play games, and how from the If you really want to emphasize cultural consumption, one thing is important, it is the fashion of beer consumption. to the domestic beer market, consumer culture and consumer products as people bit improved, new market segments increasingly uncertain. For example, in recent years, the Miller caught the U.S. beer market this rare opportunity, in 1973 developed a low-temperature beer, the successful experience of beer, timely adjustment of product structure, market positioning themselves at the low temperature of beer, lady beer, fruit beer, vegetable beer, milk, beer, beer, the flavor of the potential market of foreign companies in China often difficult for the Chinese beer industry, 2004 should be a major turning point. On the one hand, we look at the world beer market, beer and other traditional European and American consumer market is already saturated, not much room for development, some places are even shrinking. Only the Chinese market, showing a rapid growth trend In 2003, total output has reached 23.86 million tons of beer to replace the U.S. as the world's largest beer producing and consuming nations, the Chinese beer market is full of charm broad prospects for development; on the other hand, the international brewers began a second round of the Chinese market wave. and the first entry is different is the wave of foreign investment will be mainly to mainly aimed at the very edge of the strength of domestic enterprises. At present, more than a dozen large beer companies are negotiating with international capital. on the domestic beer manufacturers, strong financial strength of foreign capital is just what you lack. and foreign investors, they learned for the first time since landing in China because of mud water only to see his legs, In China, it is showing a whole pains, as ready to go ahead.
competition in the market with such variables are incompatible, the highest honor but does not make ends meet, there is no possibility of further extending his hand, but also because they belong to foreign companies and foreign investment can not be bad, so, over the years to the expansion, it is difficult for the show here. In particular, the special Chinese beer market sex, including local businesses, including making all enterprises must be prepared to fight a protracted war, and now profitable, and the future development of the Chinese beer market point of view, are tactical or stage victory.
First, China Mainland enterprises are not formatted City ridicule . We see that the rapid expansion of the years after the decisive Tsingtao brake, why not? is that it must stop and from the internal blood transfusion, so as to take a step back in two steps in.
Second, even in the scale accounted for make the initiative, but in China, but it is beyond the reach. China's territory is too large, in China, a huge market development, staking their claims easier said than done.
Third, consumer satisfaction, is the beer industry after the competition, excess capacity the key. But in China, the consumption level that the consumer's ability to pay of all beer companies Ruzhui mist?? because economic development is uneven, but also because income inequality, customers different levels of consumption, is one of the keys; by different levels of education, culture gap between the level of the customer high quality contrast, is the key of the second; transition customers psychological ups and downs, obstacles and more diverse demands of life, consumption levels of diversity, mental ability to accept differences is the key to the three. that these three issues, it will be the highest honor in the prey to survive. walked in the highest honor in the way of beer, we found that its biggest mistake is to look for food in the jungle when the Chinese can not eat meat, because they can not get the last grazing and fled. < br> beer competition in the market difficult
strategic transformation of China's domestic brands have been successful experiences in the education of the lions from Australia.
2004 年 5 months, at last look to understand the Chinese beer business ; play , gave up a few months later a fatal blow to the efforts appear to be.
the lion finally choose to give up because, in fact, very simple?? 10 years of hard work, 10 years hard work, stop loss, then when the original investment plus the outstanding debt?? Lion, and many foreign companies in China, like the defeated to become a paper tiger can not get angry!
paper tiger, lion in the world with nearly 20 world-class beer production enterprises, assets worth over 17.5 billion yuan more than the products are sold in 80 countries and regions, with annual sales of more than 10 billion yuan.
However, the beer giant, took a plunge in China has been in 9 years in the loss of more than 200 million Australian dollars in China; only in October 2003 to March this year, the Chinese company to losses of 700 million Australian dollars.
basically owned and occupied the regional market, these two become the highest honor in two a difficulty.
in scale, the highest honor with other businesses to shame. Tsingtao is China's first large-scale implementation of the beer business expansion strategy scale enterprises in the industry since 1994 set off a massive expansion spree, to 2000 the short end of five or six years, Tsingtao Beer has acquired more than 40 companies, was put on the scale of the fast lane. Yanjing Beer Group in terms of scale expansion has been a respected way of combination, showing great robust style. Yanjing and three holes, nameless successful cooperation has proven its strong combination of scale expansion is the right way .2002 July, Yan beer to occupy nearly 60% of the market in Guangxi Li River to close at their own BEER arm, which is equivalent to the southwest into their sphere of influence, the move once again shows the strong combination of competition Yanjing Beer ways.
a long time in the future, the scale of expansion will be the restructuring of China's Beer Industry the mainstream, the Chinese beer industry will thus build an aircraft carrier.
efforts on the expansion as Tsingtao, the beer's strong alliance with the far from Yan, the highest honor is to eat small to play it in the capital operations and market expansion of these two pieces are far inferior to others on.
we all know, when the beer competition in the market after a period of integration into the resources, brand and capital is the development of two beer companies sword, whether it is a good brand, or has a strong capital are to achieve the rapid development of enterprises to provide a strong guarantee is the most representative group of Qingdao.
Tsingtao Brewery is the only one of the world beer brands, Tsingtao beer brands in recent years rapid rise in value, from the way in 1996 rose to 3.342 billion 7.583 billion yuan in 2002. tremendous brand value as Tsingtao Beer to develop new markets and outward expansion of the largest advantage, a good brand image and brand awareness to a very high youth beer consumers in the end have a very strong awareness and loyalty.
rely on the brand capital advantage, very little invested in the expansion of the cash assets of a billion dollars of capital will be able to close to the business arm of the beer, Tsingtao with more than 10 billion capital investment to achieve the total assets easily up to 50 billion acquisition of the scale, and even some free beer, the whole enterprise is allocated to local governments.
Tsingtao on their own, stronger and bigger in the domestic and foreign markets at the same time, have already begun cooperation with the international capital to complement one another, take the road of common development combination. one of Japan's four Asahi Beer Group is the first international capital Tsingtao partner. Now, Tsingtao and with the United States A & B has signed a strategic investment agreement, the U.S. A & B shares in Tsingtao will eventually reach 20%.
including the acquisition of the giant lion's Resources, and its president, is known as Ning Gaoning ; Capital Hunter, and internationalization of the accelerating process, beer war situation has not evolved to the past is now the object of the other, as long as the method error, an instant turn to ashes. cruel laws of the market: Do not be fooled by the immediate results can still be, at any time may run into a minefield in front.
question is how to identify these land mines, how to avoid these land mines? from the Lion's business process, we have seen the profitability of its vague and fragile reality. companies are not profitable, Help Company has not established a real barriers to effective competition, the enterprise value based on some very fragile, based on the internal forces is not enough, it is easy to be outside of the storm impact. at home and abroad, as this point is not essentially different.
The failure of a piece of China that we once again witnessed a pattern of Chinese beer under the emperor, ministers, princes, bandits interpretation of the law of four ownership trends, which led to the ultimate realization of this trend is profitable.
lion away , China's beer battle may also indefinitely long.
lion in the Lion King China will walk away, can have gone to die, you can do the domestic beer business where to go?
1. Son of Heaven: Rain Comes from Wind House
emperor possible strategies: integration is critical, attention to the game and the coordination of various interests, reducing the internal friction after expansion, emphasis on the profitability of each business segment, which always look at the match between the value of the degree. At the same time can use their own special high-end capital position, using the standard profit model to change the negative direction of the industry into the resources used for my space. all for my own use.
the positioning of this high-end starting from the full value of the presence of princes niche lords of profit model is mainly regional, such as Chongqing, a deep affinity with, how do? one is in human hands-on, whether it is training additional staff or fifth column, which should specifically look at the actual situation of an enterprise; the other is a hands-on products, such as how the freshness of the product demands, and in some limited special channel promotion and publicity activities, which are consumer spending habits, is the full value of the most thorough. but time will very long, and may difficult, such as Tsingtao in Jinan and Yantai campaign battle is more durable, this is nothing more than the emperor by more profitable point-to-earnings points, through activities such as the harassment caused the price of anti-channel water, first of all princes besieged profitability will decline, the profitability of princes profit foundation surface is very deep but fragile, under pressure, had good value for matching may be temporary because the princes of the decision-making, leading to its deterioration of the value of matching degree, to form the spiral downward cycle, eventually the roots removed.
now many of the brand idea of the emperor, but only a brand is absolutely not enough. like Budweiser loss for many years because it is always its value in maintaining a high state of matching, the study found the value of Budweiser is the value of high-end reality, but the domestic general emperor can? Wenzhou is very representative of the market, Budweiser, Budweiser has entered the household consumption, which Budweiser is a strong communication and brand image consistently strong results, required great commitment and a strong brand.
this process, the emperor will have to face a strong regional brands within the system integration problems, regional brand stands for regional interests, the interests of the difficulty of integration I believe most people know. Budweiser is no loss of these problems are so long, the domestic brands struggle to escape these contradictions Why?
can solve these problems on the premise that the time and the environment , the nature of capital is profitable, if not profitable within the next three years, how do? If abnormal stubborn resistance forces within the industry how to do? Resources Snow, Budweiser, Qingdao, Harbin Beer and Pearl Beer spleen weight advantages such as maintaining the status quo by virtue of their a desperate blocking, if not the scale is to have the brand is profitable in vain!
2. princes: dug bomb shelters, adhere to the princes of the possible strategies for positional warfare
: attracted attention to the front from the their range farther the better, linger, or create a momentum for higher bid chips to attract the attention of the emperor and the minister, an early and successful. This is the way in one of the two,UGG shoes, but now more of a change of environment occurred, the first way are hard to learn. Son of Heaven do not play with you how to do?
Dongguan, this place may never have thought of themselves as beer in the country will be exposed before the people of my face. nearly 100 tons of production capacity will the distribution of Dongguan flooded? not see it yet, but when the more common such behavior and to contact the so-called pure when the number of biochemical find some signs.
With the merger costs, the future integration of more and more difficult , then out of pure raw engaged in a campaign communication strategy is to build a product and brand standards, a consumer standard, so manufacturers of other common (especially nobility) to form the value of compression: You see, brother, it is pure Health and age, that stuff behind you, the cheaper it. This is an infinitely deep strategic acquisitions.
said that instead of pure raw pure raw strategy and tactics, because the net value of all students come from the operation of tactical analysis At least consumers can know the value can not match. price is high, and consumption habits to education, which take a long time, relied on earnings is clearly unrealistic. For manufacturers, the draft beer equipment, and expensive. Therefore, strategies can only be changed not a tactic.
battle in this standard, the SME must be yourself, let it ever-changing strategy, and I shall stays: strengthening regionalization, the main new concept, never let down the other side can not be pure raw land, so you win.
crisis means danger and opportunity, when you break cause you to dangerous conditions, the pros and cons of both sides changed, and for you is the opportunity of the.
regardless of who has their own the optimal value of matching degree, and who profit rate, who is the real hero!
beer industry is a very representative, very Chinese characteristics, you must be able to interpret it, otherwise you will because direction or cause loss of blindly taking the wrong measures, which more and more passive, as long as you correctly identified the core values of continuing to get stronger, you will be able to survive, if you pay attention to optimizing the value of all, you can profit , there is the development of a profit.
same princes, should know their exact location, which is always to maintain their range in the industry in the high-profit area. Otherwise, the next failure is likely that you ah princes.
from , Meng collar corporate culture centers collected