How does a time-honored national brand connect with young consumers? Yanjing U8, a bestseller this summer, has provided the answer. This summer has been unique and surprising, as the suppressed "slash" and "post-00s" generations finally found release. A refreshing summer is inseparable from beer, and in recent months, this beer product hailed as the pride of domestic goods—Yanjing U8—has taken the country by storm. It has appeared on the hottest social and functional platforms such as Douyin, Weibo, Xiaohongshu, and Douguo Food, and has even won over celebrities like Pang Bo, Wang Han, Zhang Meng, and Ding Dang. How exactly did Yanjing U8 achieve this? As the post-90s and post-00s generations enter society, more and more alcohol brands are considering how to connect with young consumers. As the only domestic beer giant without foreign capital, how does Yanjing Beer build a bridge to communicate with consumers? -01-
Winning with Hard Power: Yanjing U8 Leads the Low-Degree Beer Market with Quality
In Yanjing Beer's view, post-90s and post-00s consumers have two major characteristics: one is the pursuit of the "real-life" economy, preferring gatherings and experiential interactions, mainly in offline consumption scenarios; the other is the "homebody" economy, focusing on home consumption, preferring to shop online while staying at home. Yanjing U8 can meet the needs of both types of consumers to the greatest extent. Young people, whether in the above categories, pursue fashion, quality, and fun experiences. The rise of any product has its inevitability. Previously, I pondered the inevitable factors behind Yanjing U8's explosive popularity. Now it seems that its solid quality, both internally and externally, is the secret to its hot sales. Looking internally, Yanjing U8 was labeled as a "strength player" from the moment it was launched. Selected high-quality raw materials combined with unique brewing techniques give Yanjing U8 an inherently mellow taste. Yanjing U8 with dense foam Starting with raw materials, Yanjing U8 has already taken a lead over most peers. High-quality water, combined with high-quality rice that has been husked for seven days as an auxiliary ingredient, locks the sweet rice aroma into the brew, plus 100% imported malt and aromatic hops, ensuring superior quality from the source. Selected raw materials are just the foundation; what truly makes Yanjing U8 outstanding is the unique brewing technology that achieves "low-degree beer, great taste." Dynamic low-pressure boiling technology, pure-culture flavor quality control technology, intelligent flash sterilization and aseptic filling, and other technologies allow Yanjing U8 to achieve the excellent quality of a low-degree beer with rich mouthfeel and intense flavor. The unique process makes Yanjing U8 more suitable for hearty drinking, with dense and fine foam, refreshing and clear taste, and full malt aroma, fully releasing the six flavor characteristics of "clean, fragrant, sweet, bright, fresh, and refreshing." What do today's young consumers demand from beer? The most important options are that it can be drunk freely, tastes good, and won't cause a headache the next day even if you drink too much. Netizens' creative Yanjing U8 drinking methods Fans' creative Yanjing U8 trendy drinking methods In fact, the "headache" after drinking is mainly caused by acetaldehyde. Yanjing U8, a "low-degree beer," uses top-grade raw materials and unique brewing techniques to suppress acetaldehyde content to the industry's lowest level. This feature ensures that Yanjing U8 maintains its taste and aroma while not causing headaches the next day even after excessive drinking. Yanjing U8 becomes a must-order drink in stores Besides solid internal strength, to win over young people, external refinement is also essential. Yanjing U8's creative "Boom" ring-pull opening method allows for easy opening and drinking on the go, perfectly matching today's young people's pursuit of convenience, making drinking easier in all scenarios. The bright and refreshing color scheme and iconic elements also add to its appeal. Netizens' comments on Yanjing U8's ring-pull design With rich taste, excellent quality, the feature of not causing headaches, and the user-friendly ring-pull design, Yanjing U8 offers fun and ritual, giving young people the ultimate experience of hearty drinking. -02-
Who Says It's Not Trendy? It's a Traffic Powerhouse!
Although this unique Yanjing U8 has successfully sold out this summer, Yanjing Beer, as a national brand, was previously criticized by some consumers as "old-fashioned," saying Yanjing is no longer "cool." But after learning about Yanjing U8, I want to tell these consumers: don't judge with "old eyes." If I tell you that Yanjing U8 is strongly recommended by Wang Han, is Pang Bo's favorite, and Ding Dang and Zhang Meng have revealed that the "Sisters Who Brave the Winds and Waves" also drink it at private gatherings, would you still think it's not cool enough? A netizen was recommended Yanjing U8 by Ding Dang In today's material abundance, "sentiment" or emotional resonance has become a highly sought-after attribute. Under the "traffic is king" principle, to gain more resonant "soulmates," one should also strive to align with the "traffic is king" tenet. To attract traffic, the influence of KOLs is extremely important. Let's see which KOLs Yanjing U8 has won over. Rising talk show star Pang Bo, with his humor and relatable content, is very popular among young people. He admits he doesn't drink much, but after drinking Yanjing U8, even after a night of drinking and gossiping with colleagues, he doesn't feel unwell and can still work the next day. Pang Bo strongly recommends Yanjing U8 Famous host Wang Han also strongly recommends Yanjing U8, personally appearing in live streams to promote the product. Ding Dang and Zhang Meng, the "sisters," also choose Yanjing U8 as their first choice for private gatherings. Ding Dang admitted that Yanjing U8 has a strong malt aroma that makes you want to taste it, while Zhang Meng, as a northern girl, embodies the straightforwardness of northerners, and couldn't help but sneak a taste during the show, saying: "Yanjing U8 is not bitter at all, suitable for girls, and you want to drink more after drinking it," and she even made a trendy beer drink herself. These celebrities are all current hot traffic figures, and their fans highly overlap with Yanjing U8's target audience, undoubtedly having a huge and broad impact on consumer groups. Especially in May this year, the highly popular Wang Yibo endorsed Yanjing Beer, winning even more fans. They have contributed to Yanjing U8's nationwide popularity. Ding Dang (right) recommends Yanjing U8 Zhang Meng (right) recommends Yanjing U8 In addition to KOL marketing, Yanjing U8 is also not behind in content marketing. On the hottest social and functional platforms such as Douyin, Xiaohongshu, Weibo, and Douguo Food, there are countless wonderful contents with U8 as the topic. Innovative methods like trendy fruit drinks and using it as an ingredient in dishes provide ample experience and participation, greatly strengthening the communication between the brand and consumers. Yanjing U8 as an ingredient and food pairing (Image source: Douguo Food) Clearly, Yanjing U8 has found the key points connecting these marketing methods with consumers, successfully achieving the brand and product's rise among target consumer groups. This series of actions is undeniably precise. After precise and efficient marketing, combined with the already excellent product, Yanjing U8 has also earned a good reputation. This reputation has led Yanjing U8 to appear in consumers' own social circles and Weibo posts. These consumers who have personally experienced the excellent product spontaneously spread the word for Yanjing U8, further expanding its brand influence. -03-
Trinity: Building a Bridge to Communicate with Consumers
Excellent products, innovative and precise marketing, connecting cognition, transaction, and relationship—these three functions are the basic structure of marketing in the Internet age. Only by doing this well can marketing have obvious effects, and only then can a brand or product truly succeed. From the perspective of brand suppliers, products need to be connected to the demand side; from the customer's perspective, they need to connect with brand owners and suppliers to obtain quality products and services. A good brand and product must be able to connect consumer cognition, transactions, and establish long-term relationships. Yanjing U8 has become the common choice of more and more consumers From this perspective, Yanjing U8 has started building a bridge to communicate with consumers from the product itself. The product itself carries topics, such as the "Boom" ring-pull design, high appearance, and no headache the next day after drinking, all of which can become topics for consumers, giving it a natural viral nature. In terms of marketing, celebrities like Pang Bo, Wang Han, and the "sisters" support the brand through live streams, spreading brand awareness, establishing consumer cognition, guiding purchases, and thus achieving transactions; through Wang Yibo's brand endorsement, it communicates with consumers and further establishes long-term relationships. Overall, Yanjing U8's series of actions is undoubtedly a successful trinity marketing case. Of course, no matter how good the marketing is, it is built on the foundation of the product. In summary, there are nearly a hundred beer SKUs competing in the market. Who can laugh last and become everyone's common choice depends not only on good marketing and channels but fundamentally on product strength. You need to be strong yourself; without a good product, it's like a castle in the air or a mirage. It might win temporary favor from consumers, but in the long run, it cannot become the mainstay of the market and will eventually be eliminated. Facts have proven that Yanjing U8 is different; it has become a trendy, fashionable, high-end, relaxed, and convenient beer. Consultation Hotline
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