---
title: "Chen Qian of Ubrew: How to Build a Craft Beer Brand with New Strategies"
description: "Chen Qian, co-founder of Ubrew (China) Craft Beer Co., Ltd. and founder of Xianzha Shansong, is a post-90s returnee. Craft beer culture originates from Europe and America, where it accounts for 12% of the U.S. market, but less than 0.1% in China. Chen and her team built Ubrew, a high-end craft beer factory and brand, and launched Xianzha Shansong to deliver fresh craft beer within 30 minutes, targeting young consumers seeking individuality."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2018-03-07"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/DalalmIF-SIxx4q26F102A"
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# Chen Qian of Ubrew: How to Build a Craft Beer Brand with New Strategies

> Chen Qian, co-founder of Ubrew (China) Craft Beer Co., Ltd. and founder of Xianzha Shansong, is a post-90s returnee. Craft beer culture originates from Europe and America, where it accounts for 12% of the U.S. market, but less than 0.1% in China. Chen and her team built Ubrew, a high-end craft beer factory and brand, and launched Xianzha Shansong to deliver fresh craft beer within 30 minutes, targeting young consumers seeking individuality.

Chen Qian, co-founder of Ubrew (China) Craft Beer Co., Ltd. and founder of Xianzha Shansong, is a post-90s returnee. Previously, our interactions were online, and I thought she was a delicate woman. But at our first meeting, her temperament was unmistakable: tall, with a decisive style, a northern girl who walks with a breeze, seemingly radiating boundless energy.

Craft beer culture originates from Europe and America. In the U.S., craft beer accounts for 12% of the total market production and sales, while in China, it holds less than 0.1%. The leap from 0.1% to 12% implies immense market and wealth potential. The beer industry has been overlooked for a while because those who understand the market don't know the intricacies of beer, and those who know beer don't dare to take the step. Chen Qian's story is similar to many returnees: from high school to master's degree, in 2014, after seven years of studying abroad, she returned to her hometown to do something she loves.

At that time, she and her team had already built China's largest and most high-end craft beer factory—Ubrew. It's a company integrating R&D, production, and branding. From the start, they chose a path avoiding competition with big brands: to be a high-brand, high-appearance craft brewery and brand, serving only high-end venues and craft beer enthusiasts.

"I don't want to make beer like everyone else's; I don't like it," said Chen, who, with a Western education, has a free and independent character. Drinking different beer and doing something different might be a common trait of this generation.

"I just want to be a 'fresh girl' (Xiaoxiannü), making beer that's tasty and fun"—Chen Qian.

Now, it seems she has achieved that.

Quality beer must be fresh; ultimate freshness may mean the ultimate product. How to deliver the freshest beer to consumers in the fastest, warmest way became a major mission for Chen's team. Thus, Ubrew Xianzha Shansong was born from this exploration, creating an eye-catching product for consumers while quietly tapping into the desire of young people for individuality in beer. "These days, who doesn't carry a mask to travel the world?" This evokes the helplessness and reality of young people entering the workforce, who still have individuality but must adapt to the mainstream.

"Many people don't understand this phrase, especially the older generation. They always ask why I chose such a strange slogan. But my peers rarely have this question; they understand me, and I understand them."

We are tired of the bland, low-alcohol big-brand beers, where toasting and downing drinks leads only to frequent bathroom trips, not heartfelt connection. At this point, Chen and her team, after continuous research and testing, launched Xianzha Shansong, offering three series with over ten craft beer combinations, entering our view without warning.

In martial arts, speed is key. For Xianzha Shansong, from a consumer experience perspective, only "fresh" and "fast" solve the puzzle. "Fresh" is the best compliment beer can give to taste buds; "fast" is the best interpretation of 30-minute same-city delivery.

As marketing expert Mr. Fang Gang said: "Wheat, dark beer, lager, IPA, cider... after a few craft beers, there's a reluctant feeling to leave." "Compared to some American craft breweries, Ubrew's equipment is not large, but the factory is like a scenic spot, with a strong sense of experience." "A boutique factory, a factory that can produce boutique products, and a factory that can only produce boutique products."

Moreover, Chen plans to run this brand well. She uses a combination of channels and communities. She recruited a group of young people as partners to play this game, piloting in some areas of Beijing, Shanghai, and Hebei. Once launched, it achieved exponential growth.

At meal times, Chen and her team are busiest. "My favorite thing is to deliver beer to fans," Chen said. "Driving is too inefficient; I prefer riding a motorcycle to deliver beer—it's fast." I was stunned, looking at the large motorcycle behind her whose name I couldn't identify, silently admiring her.

Together with her dozens of partners, the "Fresh Girl" team operates a community matrix of tens of thousands of people, all post-90s or even post-95s, laughing and joking together, making things happen—it's fun!

In the future, the Xianzha Shansong product line will be rich, and any intersection with fan interaction could spawn a new product. "I don't think a single brand can satisfy many consumers in the future; we may need a brand group, at least a category library. Because consumer needs are leapfrog and point-distributed, a single brand or category is hard to capture," Chen said.

Ubrew is not a giant company; it can't rely on territory and capital. It can only rely on quality, appearance, and differentiation to be a small but beautiful enterprise. Xianzha Shansong is a niche category within that small-but-beautiful approach, with product innovation as the handle, communities as the communication and sales channel, a light organizational system using a partner model, and relying on Ubrew's strong R&D, production, and flexible supply chain system, exploring its own path step by step.

On March 12 (next Monday) at 8 PM, we have invited Chen Qian, founder of Ubrew Xianzha Shansong, to discuss "How to Build a Craft Beer Brand with New Strategies" in the New Distribution public class community. Interested friends can add our editor's WeChat to join the group.

Group note: Craft beer

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