On March 27, 2007, China Resources Snow Beer (China) Co., Ltd. held a press conference in Beijing, officially announcing that China Resources Snow Beer's national production and sales exceeded 5 million liters for the first time, and the sales volume of Snow Beer first exceeded 300 Thousands of liters, both ranked first in sales in the country. Wang Yancai, Chairman of the China Brewery Industry Association, Xiao Derun, Vice Chairman of the China Brewery Industry Association, Du Futai, Secretary General of the Beer Professional Committee of the China Food Industry Association, and other leaders of the beer industry associations, as well as media reporters from all over the country, and dealer representatives from various regions of China Resources Snowflake Company attended this press conference.
In 2006, China Resources Snow Beer's production and sales exceeded 5 million kiloliters, accounting for approximately 151% of the entire beer industry's production and sales. It became the largest company in China's beer industry in terms of production and sales, breaking the Chinese beer industry's long-term stability pattern. Snow Beer, a national brand owned by China Resources Snow, ranked first in the country in terms of beer sales in 2005. In 2006, it once again topped the list in terms of sales volume in the country with a production and sales volume of 30.37 million liters.
China Resources Snow has grown from a single regional factory in 1994 to currently 48 factories and is the largest professional beer company in terms of production and sales in the country. This is mainly due to the fact that China Resources Snow has a clear set of corporate development strategies. The strategy and successful integration model benefit from the perseverance, innovation and hard work of all employees of China Resources Snow. China Resources Snow has always adhered to its own corporate development path. From the initial coastal strategy to the current national development strategy, from the regional brand strategy to the current national brand strategy, it has not only developed itself, but also made contributions to the development of China's beer industry. contributed.
Wang Qun, Managing Director of China Resources Snow Beer, said: China Resources Snow Beer has always strived for breakthroughs and innovations, and its brilliant performance today is inseparable from the recognition and support of consumers. While continuing to grow well, China Resources Snow will work with other domestic beer company partners to create a healthy and harmonious development atmosphere and provide a wide range of beer consumers with a variety of high-quality beers.
Wang Yancai, Chairman of the China Brewery Industry Association, said: China Resources Snow Beer is the first beer company in the Chinese beer industry with a production and sales volume exceeding 5 million kiloliters. Over more than ten years of steady and rapid development, it has developed from a single regional factory into the largest sales enterprise in the beer industry. The production and sales volume of China Resources Snow Beer has quickly become the first in the country. It also shows that the Chinese beer industry is undergoing major changes after years of integration of local beer companies and foreign beer companies. It shows that the Chinese beer industry is a healthy and fast-growing industry. It is an industry with great potential.
Tracing back to its roots, Shenyang Brewery, the predecessor of China Resources Snow Beer Liaoning Company, has a production history of 73 years. Snow Beer was actually named a famous brand product in 1979 at the Third National Wine Appraisal Conference of the Ministry of Light Industry. "The foam is as white as snow and the taste is as fragrant as flowers." Snow Beer from Shenyang in Northeast China was named National premium wine. Since then, "Snowflake" has become a famous brand product in the domestic beer industry and the pride of Shenyang people. Whether they are outsiders or Shenyang people, they all unabashedly show their praise and love for Snow Beer. Due to limited production scale, Snow Beer has always been in short supply in the market. Although Snow Beer has undergone two technological transformations and expansions since the early 1980s, its annual production capacity is only about 200,000 tons. Although Snow Beer has a resounding brand, its scale and strength are still not strong enough to go out and overcome the barriers of regional and national brands.
To let "Xuehua" truly step out of the house and "float" further, this is the dream that "Xuehua" people strive for. Opportunities always favor those who are prepared. At a time when "Snowflake" needs to inject strong capital, absorb international advanced technology and management methods, and seek strategic ways to make the brand bigger and stronger, Shenyang Snowflake has a good market reputation and huge development potential, attracted the attention of Hong Kong China Resources Group.
The famous brand effect of "Snowflake" and the strong strength of China Resources Group complemented each other's advantages and hit it off. In 1994, Shenyang China Resources Snow Beer Co., Ltd. (now renamed China Resources Snow Beer Liaoning Co., Ltd.) was established.
After the joint venture, "Snow Beer" has become even more powerful. Hong Kong China Resources Corporation and the world's second-ranked internationally renowned brewing group sAB, these two major shareholders have injected strong funds into "Snow Beer" and provided the world's largest beer brewing company. Advanced management and technology, especially the new international business philosophy, have revitalized the traditional famous brand "Snowflake" and made its development momentum stronger. Since 2002, it has been recognized as one of the "China's famous brands" by the State Administration of Quality Supervision. Brand-name products”.
The market is always the benchmark for products. "Snowflake" products have been positioned among ordinary consumer groups for many years, with high coverage in the low-end consumer market. However, the lack of mid-to-high-end market means that it is difficult to become a real famous brand. In order to see it in mid-to-high-end places, China Resources Snow Liaoning Co., Ltd. began to speed up the pace of product structure adjustment. They organized a specialized team to respond to the ever-refined market demand, investing 3.8 million yuan each time, and flexibly used the "Five Ws" analysis method (that is, targeting who, where, when, and what to drink). things wrnt, why drink why) conduct comprehensive market research. On the basis of accurately grasping the market demand, we have successively launched mid-to-high-end series products with different flavors such as Snowflake Golden Barley, Snowflake Colorful Ice Pure, Snowflake Super Pure, Snowflake Pure Raw, etc., building a diversified product structure and making "Snowflake "Adapted to different consumer groups and captured more market share.
Integrating with international standards and introducing the world's advanced management and technology from a high starting point has enabled "Snowflake" to achieve leap-forward development in terms of product structure and production scale. The Snow Beer brand value, which has been continuously rated as "China's Famous Brand Product", is as high as 11.185 billion yuan! At the same time, Snow Beer also obtained the national product quality inspection exemption certificate!
As the largest brand of China Resources Snow Beer (China) Co., Ltd. As a profit center, China Resources Snow (Liaoning) Co., Ltd. is the largest beer production base in Liaoning Province, with 8 production companies in Shenyang, Dalian and other cities. Taking stock of the growth trajectory of China Resources Snow Beer Liaoning Co., Ltd., which gives it supreme glory, lies in its deep sense of responsibility and "nostalgia awareness" as a local enterprise. "Snowflake", with the lofty concept of "serving the country through industry and contributing to society", has injected new connotation into the concept of "corporate citizenship".
The amount of tax paid is often the most important weight to measure a company’s sense of responsibility. From 2003 to 2006, the profits and taxes paid by China Resources Snow Beer (Liaoning) Co., Ltd. were 336.5 billion yuan, 353.4 billion yuan, 411.5 billion yuan, and 723.7 billion yuan respectively.
Since 1998, the name "Snow Beer" has been prominently displayed on the Liaoning Color TV Tower, the highest building in Shenyang. Over the years, Snow Beer has benefited Shenyang, and its charity and love for the society have also set up a monument that can be admired in people's hearts: from 1998 to 2005, Snow Beer Liaoning Company participated in various public welfare activities and donated more than 23 million yuan. Each "Snowflake Hope Primary School", each resident's newspaper reading column... "Snowflake" is not only the best partner to accompany parties and have a drink, but also enters the daily life of ordinary people with its philanthropic sentiments as the best corporate citizen. In the past eight years, "Snowflake" has set up 75 newspaper reading columns in station pavilions and residential areas, costing nearly 600,000 yuan, adding a beautiful cultural landscape to Shencheng; in Suizhong County, Taizihe District of Liaoyang City, and Liaoyang County Other regions invested 400,000 yuan to establish four Snowflake Hope Primary Schools. In addition to establishing the Hope Primary Schools, "Snowflake" also invested 50,000 yuan to support 10 poor students in studying. Na Yongzhuo, general manager of China Resources Snow Beer Liaoning Co., Ltd., said: "As a mature enterprise, China Resources Snow must not only create wealth, but also be obliged to assume more social responsibilities, and provide as much help as possible to poor children. It is also a major undertaking that focuses on the growing generation and helps cultivate talents in the motherland. To support public welfare undertakings, China Resources Snow Beer starts from ourselves. This is also a process of continuous improvement and growth for us.
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With the belief of assuming more social responsibilities, the name "Snowflake" has appeared many times in various large-scale activities in Shenyang City, such as the China Resources Snowflake Plaza Football Game, celebrating the successful bid for the Olympic Games, and congratulating the Chinese team for qualifying. Float parade... Since 1999, Snow Beer has invested more than 10 million yuan in the lighting project of the color TV tower. At the world-famous 2006 China Shenyang World Horticultural Expo, Snow Beer provided sponsorship fees of 5.5 million yuan.
In supporting elegant art activities, "Snowflake" is also a generous sponsor. Since 1999, it has sponsored more than 500,000 yuan for drama festivals, China International Music Festival, New Year Concerts, etc.
August 2005. On the 15th, after learning that Fushun, Benxi, Tieling and other places in Liaoning Province had suffered severe floods, senior leaders of "Snowflake" held a meeting overnight to study a charity plan to assist the disaster-stricken areas. When the situation was extremely urgent and there was no time to buy other daily necessities, Although "Snowflake" originally had a large number of orders and market demand, it still transferred 25 tons of rice for brewing from the warehouse and rushed it to the hardest-hit areas.
Looking through the charity events of "Snowflake", it is not surprising. It is difficult to see that in emergencies, "Snowflakes" put production second and put disasters and people first. This is how Dongdatun Township received nearly the value of "Snowflakes" transferred at the critical moment. 310,000 kilograms of rice worth 30,000 yuan.
From "China's Famous Brand" to "Corporate Citizen", Snow Beer is truly like a delicate flower spreading its fragrance to the surroundings with its mind and charm as an excellent corporate citizen... …
Whether it is the number one in sales in the country or a famous brand in China, Snow Beer has always positioned itself as a loyal friend of consumers, bringing happiness and blessings to consumers with sincerity; no matter what the future holds, How long and how far, Snow Beer has always carried the belief of "positive, enterprising and challenging", fighting hard and making strides