---
title: "From Decisive Battle to Final Victory: China Resources Snow's Last Battle to Lead the New World"
description: "From November 18 to 20, China Resources Snow Breweries successfully held the '2022 Snow Ecosystem Partner Week' in Xiamen. This was an unprecedented large-scale event for China Resources Snow and the beer industry. Over three days, nearly 3,000 beer distributors and FMCG professionals from across the country participated in multiple forums and activities, including the 'Toast to the New World' 2022 Snow Channel Partner Conference, the 'See the Future' 2022 Beer New World Forum, the Heineken Development Conference, and the 'Drink·JOY WONDERπ Beach Play' outdoor exhibition. Through this event, China Resources Snow announced its 'last battle' to win the high-end market and become the leader of the new world of beer, clearly answering questions about its current state, future direction, and path forward."
author: "陈文石"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2022-11-21"
language: "en"
canonical: "https://xinjignxiao.com/en/articles/from-decisive-battle-to-final-victory-china-resources-snow-s-last-battle-d2d1797f/"
markdown: "https://xinjignxiao.com/en/articles/from-decisive-battle-to-final-victory-china-resources-snow-s-last-battle-d2d1797f.md"
original_source: "https://mp.weixin.qq.com/s/3Yaqud28HQZ3eYogUGvXMA"
translation: "https://xinjignxiao.com/zh/articles/%E4%BB%8E%E5%86%B3%E6%88%98%E5%88%B0%E5%86%B3%E8%83%9C-%E5%8D%8E%E6%B6%A6%E9%9B%AA%E8%8A%B1%E9%80%9A%E5%90%91%E6%96%B0%E4%B8%96%E7%95%8C%E9%A2%86%E5%AF%BC%E8%80%85%E7%9A%84%E6%9C%80%E5%90%8E%E4%B8%80%E6%88%98-d2d1797f.md"
attribution: "New Distribution — https://xinjignxiao.com/en/articles/from-decisive-battle-to-final-victory-china-resources-snow-s-last-battle-d2d1797f/"
usage_policy: "https://xinjignxiao.com/ai-policy.txt"
---

# From Decisive Battle to Final Victory: China Resources Snow's Last Battle to Lead the New World

> From November 18 to 20, China Resources Snow Breweries successfully held the '2022 Snow Ecosystem Partner Week' in Xiamen. This was an unprecedented large-scale event for China Resources Snow and the beer industry. Over three days, nearly 3,000 beer distributors and FMCG professionals from across the country participated in multiple forums and activities, including the 'Toast to the New World' 2022 Snow Channel Partner Conference, the 'See the Future' 2022 Beer New World Forum, the Heineken Development Conference, and the 'Drink·JOY WONDERπ Beach Play' outdoor exhibition. Through this event, China Resources Snow announced its 'last battle' to win the high-end market and become the leader of the new world of beer, clearly answering questions about its current state, future direction, and path forward.

From November 18 to 20, China Resources Snow Breweries successfully held the '2022 Snow Ecosystem Partner Week' in Xiamen.
This was an unprecedented large-scale event for China Resources Snow and the beer industry. Over three days, nearly 3,000 beer distributors and FMCG professionals from across the country participated in multiple forums and activities, including the 'Toast to the New World' 2022 Snow Channel Partner Conference, the 'See the Future' 2022 Beer New World Forum, the Heineken Development Conference, and the 'Drink·JOY WONDERπ Beach Play' outdoor exhibition.
Through this event, China Resources Snow announced that it would use the 'last battle' to win the high-end market and move toward the goal of 'becoming the leader of the new world of beer,' while also clearly answering important questions such as 'How is China Resources Snow today, where is it going tomorrow, and how will it get there?'

**01**
**The Timing, Qualification, and Capability for the Last Battle** In his speech on the 18th, Hou Xiaohai, Chairman and General Manager of China Resources Snow Breweries (China) Co., Ltd., introduced the term 'last battle.' In 2014, the phrase 'last battle' was first mentioned internally at China Resources Snow, but at that time, the timing and capability were not yet in place. In 2017, China Resources Snow proposed the '3+3+3' strategy. After six years of bold transformation, Hou Xiaohai believes that the time for the last battle has arrived. This is the final battle for China Resources Snow to win the high-end market and the last battle to become the 'leader of the new world of beer.' Hou Xiaohai stated, **'In the past, Snow Beer was in a decisive battle for the high-end market. From today, the decisive battle ends and the final victory begins. We must use the "last battle" to solve the ultimate problem and achieve the ultimate goal.'** The southwest, east, and northeast are Snow Beer's three pillar markets, which are difficult to shake; the central-south market is rapidly rising; and the northwest market should also become a leader in the longer term. The immense brand and momentum have laid a strong foundation for China Resources Snow to launch and win the last battle.
Hou Xiaohai stated that China Resources Snow's last battle will be fought on 'three battlefields' and in 'three major campaigns.' The three battlefields refer to dividing the national regional markets into three categories based on the different stages of high-end development: 'developed high-end regions,' 'developing high-end regions,' and 'primary high-end development regions.' The three major campaigns refer to China Resources Snow's focus on three products: Heineken®, Snow Pure, and勇闯天涯superX, to launch three major campaigns. Through key deployment in beer and the development of a 'beer + white spirits' dual-empowerment model, the company will continuously expand its competitive advantage in the high-end market, 'climbing one big step every three years and crossing a mountain in nine years,' ultimately winning the last battle and completing the '3+3+3' strategy.

**02**
**Main Methods and Tactical Paths for the Last Battle** Song Zhanmin, General Manager of the Marketing Center of China Resources Snow Breweries, introduced the development goals for the last battle in his speech: **steady growth in total volume; rapid development of the high-end segment to become the leader in the beer industry.**
In terms of marketing methods, Snow Beer will use innovative brand communication methods and precise and effective channel marketing to continuously enhance its combat capability in the high-end beer segment to achieve victory. At the consumer level, the company will gain insights into the changing trends of 'people, goods, and scenes,' explore and experiment with new models, and continuously create 'new consumption, new scenes, and new drinking methods' for the beer category. At the same time, against the backdrop of consumption upgrading, the rapid growth of the middle class, and Generation Z becoming the main consumer force, China Resources Snow will continue to create consumer-favorite marketing activities and market more and better high-end beer consumption scenarios. At the brand building level, in 2023, China Resources Snow will continue to promote the combined construction of multiple brands, further enrich the product portfolio, support high-end development, and simultaneously expand non-beer businesses to achieve a dual-wheel drive of beer + white spirits. At the conference, Jingzhi Baijiu and Golden Seed Wine also shared their brand stories. Gan Xiaofeng, General Manager of Shandong Jingzhi Baijiu Co., Ltd., stated that Jingzhi is the first white spirits factory acquired by China Resources Wine, and it is currently undergoing a series of brand reshaping, with plans to develop a range of products within Shandong Province and beyond.
He Xiuxia, General Manager of Golden Seed Wine Industry Co., Ltd., stated that Golden Seed has a long-standing culture and unique technological advantages. In the future, it will use market-oriented mechanisms and new market concepts to empower Golden Seed's market operations, and use professional white spirits brand-building capabilities to build confidence among channel partners.

**03**
**Channel Partners Are the Firm Allies in the Last Battle** Whether the last battle can be won depends not only on China Resources Snow's strategic determination and tactical methods but also on the distributors, who are one of the main forces. Good products and good brands cannot be separated from good channels. Channel partners are the firmest allies in China Resources Snow's last battle. Only by continuously building a strong channel partner system can the last battle be truly won. Wang Weijian, Director of the Customer Development Department of China Resources Snow Breweries, stated at the meeting that despite the impact of sporadic epidemics in 2022, China Resources Snow's channel partners actively carried out sales methods such as community group buying and online live streaming, taking multiple measures to deliver beer to customers, and achieving excellent sales performance in adversity. Wang Weijian introduced that China Resources Snow has always insisted on empowering customers and strengthening channel partners. In 2022, it completed five-dimensional capability assessments for 700 customers and, centered on channel partners, created a tasting event 2.0 that combines brand experience stage plays and tasting interactions. In 2023, China Resources Snow will launch the 'Pilot Plan' and promote the 'Fire Point Spear' empowerment training; in addition, to continuously improve the high-end operational capabilities of channel partners and enhance more diverse and in-depth interactions with terminal partners, China Resources Snow will continue to hold the 'Zhuo Zhen' tasting events, allowing more terminal partners and key personnel to understand China Resources Snow Beer and promote the collaborative development of channel partners, terminal partners, and China Resources Snow Breweries. It is worth mentioning that this year's China Resources Snow Ecosystem Partner Week set up the 'Drink·JOY WONDERπ Beach Play' outdoor exhibition area, where both Chinese and international brands of Snow Beer appeared. Guests could experience the beauty of youth and passion at the勇闯天涯superX X Energy Station and the Black Lion White Beer Freedom Camp, and also revisit classic memories at the retro tavern created by Old Snow. At the same time, the strong combination of Heineken® and five trophies from high-end football events, the dreamy sunshine beach created by Sol, and the European-style streets and alleys 'moved' by Red Stripe each had their own characteristics. All exhibition areas complemented the brand's temperament, presenting the infinite charm of diverse beer brand culture and interpreting the possibilities for innovative beer development in the new world.


---

## Copyright and AI use

This article is sourced from New Distribution. Search, quotation, summarization, and model training are permitted, but every use must credit New Distribution and retain the canonical source URL.

Contact: zhaobo258@gmail.com · +86 158 5481 7671