No base market, no marketing. For beer giants, high distribution rate, high share, and high profit margin are the basic characteristics of a base market. Only with territory can there be a brand; the bigger the territory, the bigger the brand. Anheuser-Busch InBev, the world's leading brewer, dominates globally with annual sales of 60 million tons, 1.3 times China's total beer sales. Its base markets are built on a continental scale, such as high share in North and South America, and after acquiring SAB, Africa became a base market with ultra-high share! In China, Snow Beer's base markets are built along rivers and coasts, with absolute monopoly in the three northeastern provinces and provinces like Sichuan, Guizhou, and Anhui; Tsingtao Beer's layout along the Yellow River, with base construction in Shandong, Shaanxi, Hebei, etc.; Yanjing Beer's high share in Beijing, Guangxi, and Inner Mongolia... From a macro perspective, base market construction is the result of strategic acquisitions; giants form high-share situations through extinction acquisitions of multiple enterprises on a national (provincial) scale, then integrate the market; micro-level, they form channel barriers through exclusive means at the terminal level, creating competitive advantages locally, then forming contiguous advantageous markets. A base market is a place of happiness with food, drink, and provisions; companies that lose their base market often become prey or ascetic wanderers. Because of the importance of base markets, the offensive and defensive transitions and mutual penetration among companies have become the norm, with terminals as the combat unit, and battles often unfold! Traditional terminals are built into seamless channel barriers by giants with powerful means; weak companies or invaders have almost no opportunity in the face of the iron wall of channel barriers. Big, Strong, and Beautiful vs. Small and Beautiful: Is It Just a Bowl of Chicken Soup? In China, the rules of the mainstream market are set by the five giants because they hold 80% of the Chinese market share! They occupy the top of the food chain like lions, tigers, and crocodiles, showing omnipotent dominance. High capacity, large scale, strong profitability... Everyone envies this state and dominance, but there are only a few! In the camp of lions and tigers, no matter how fat and strong the antelope, it cannot escape being a delicious meal. Does small and beautiful exist? Perhaps a leisurely ant, or a nimble mosquito! In the United States, 6,000 craft beer companies (breweries) are thriving, holding 12% of the tonnage share and enjoying over 20% of sales! This does not include tens of thousands of homebrewers! These craft breweries produce only a few hundred thousand tons a year at most; most produce only dozens or hundreds of tons! Walking with the big and strong is a path to death! Walking in the opposite direction of the giants might be a glimmer of hope! I once saw a video by Taishan Original Beer called "The Rebel." When everyone was making bottom-fermented lager light beer, Taishan Original Beer went against the grain to craft a top-fermented ale product, Seven Days Original. For a short-shelf-life product of 7 days, they produce in the early morning, transport at 3 a.m., and load and deliver without a minute's delay; delivery drivers become rebels racing against time in the dead of night! Mainstream is life; trend is lifespan! Everyone envies the fat of the mainstream! The happiness of the existing stock makes too many people forget the trend! For mission and survival, one has to go against the grain! Compared to the small product differentiation of traditional beer, Taishan Original Beer takes a differentiated route under market pressure. According to "Taishan Original 7-Day Fresh," Taishan Original Beer has created a "7-day operation model." While ensuring product quality, distributors submit orders based on market demand, no stockpiling, removing intermediate links, taking beer at bare price without payment pressure, facing consumers directly, breaking the drawbacks of traditional channels. Under this smooth unique operation model, distributors can save intermediate links, reduce "multi-level distribution" to offer consumers the best price, and ensure freshness, bringing consumers the best product experience! Taishan Original Beer's unique direct-sale store model brings distributors an unprecedented ultra-high profit state with low investment and high output. These all prove that Taishan Original Beer is a rebel. Rebels are always forced out! Either Return to Tradition or Move Toward Innovation After eating too much steamed bread and rice, naturally you want some dumplings and wontons, provided you have some money! When the economy develops to a certain stage, consumption diversification and fragmentation are unstoppable. At this time, brands are no longer limited to awareness and reputation, but the ability to meet changing needs, and more importantly, the original attributes of the category! The past was an era of subsistence brands, characterized by the ability to meet the largest common denominator at low cost. China currently has basically the world's highest consumption pyramid, and also has the widest consumption layer for every consumption chain! The importance of brands is diluted, and the complexity of marketing is simplified. When refrigeration equipment was invented, when automated production equipment became more efficient, when almost everyone's needs could be met with one product, we suddenly discovered: the past is the best! Light lager, hearty bottle drinking, low prices... accustomed to the scene of drinking games, we forget the taste of tasting. To drink enough, we forget to drink well! The mainstream still pursues drinking games and getting drunk, while the trend emphasizes tasting and drinking well! Why are imported beers surging at a 50% annual growth rate? Why are most imported beers top-fermented ales? When craft beer rises and imported beer comes, diversification opens a colorful door! Take Taishan Original Beer as an example: it takes a product differentiation route, using German yeast, unique top-fermentation process, 100% whole malt unfiltered, unique taste, and fresh quality with a clove aroma upon opening the cap. This is the unique original pulp characteristic of Taishan Original Beer. This is what traditional beer with low profit, long stock pressure, and high store-buying pressure cannot surpass! Internet + Beer: Adding Wings to a Tank! Heavy and low-value beer is almost a panda (a living fossil with slow evolution) in the internet world. In traditional cognition, the internet as a channel innovation evolves extremely slowly for FMCG; beer, with its low value and high logistics attributes, is almost irrelevant to the winged internet channel, after all, 99% of sales come from offline traditional terminals! It can hardly bring much sales to beer, let alone profit! No sales, no internet! This stubborn cognition gives the trend an opportunity: no sales, but content! No profit, but spreadable! As we all know, in the baijiu industry, Jiangxiaobai has certain internet communication skills, with a strong marketing department and sales iron army as the main marketing body. But in the beer industry, the understanding of the internet is limited to sales contribution, not integrated with the market. Many companies do official accounts for the sake of doing them, with fans limited to marketing personnel. Taishan Original Beer, with millions of fans, has its own new media play, truly zero-distance contact with consumers, or fans! It brings fans many added-value benefits: through bottle cap scanning, Friday super red envelope for one hour, points mall redemption, and other content, combined with multi-element interaction of internet and new media, fans truly feel the brand affinity of Taishan Original Beer. When the brand and audience have an emotional connection face-to-face, an endless future relationship is born. This kind of penetration cannot be achieved by traditional means; without strong cognition and content support, it cannot be played! The mainstream sticks to the present; the trend is lively and willful! With the wings of communication, in today's developed and cheap logistics, the beer tank also flies! Only Product Is the Key to Breaking Through Channel Barriers and Simplifying Marketing Means! Brand dividends, territory dividends, barrier dividends, capital dividends... these are all mouth-watering treats! But these are not games for ordinary people! Channel dividends still exist and will still form iron walls in traditional channels! Marketing changes are also there, and the million-strong army system is still unstoppable. Extinction means rebirth. Rebirth often starts from scratch. Where does it start? Product! Return to the original starting point, find the original self. Start over again! This product must not meet everyone's needs; a part is enough! Products can be atavistic, de-industrialized, de-standardized, de-branded! Marketing means must be innovative; the key is to know who to speak to, what to say, and how to say it! Products with memory, stickiness, mainstream+, and that can speak will be the only means to penetrate channel barriers! " Differentiated products that follow consumption upgrades Remove intermediate links, face consumers directly for high profit Submit orders on demand, no stockouts, no stockpiling Taishan Original Beer's national recruitment is now fully open Innovative direct-sale model Looking forward to joining hands with Taishan Beer to create millions of wealth! " -END-