---
title: "It's Done! Heineken 'Sells Itself' in China! China Resources Snow's 'Great Decisive Battle Dream' Takes Another Step Forward!"
description: "China Resources Beer's acquisition of Heineken's China operations has finally been completed. On April 30 (today), China Resources Beer officially announced that the purchase agreement with Heineken Group was closed on April 29, with trademark licensing and framework agreements fully effective. From now on, China Resources Beer has formally completed the acquisition of Heineken's seven companies in China, and Heineken China's performance will be consolidated into China Resources Beer's financial results. Rumors began in March last year, and now the project has officially landed, with every employee of China Resources Snow likely anticipating this moment."
author: "澄韵"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2019-04-30"
language: "en"
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# It's Done! Heineken 'Sells Itself' in China! China Resources Snow's 'Great Decisive Battle Dream' Takes Another Step Forward!

> China Resources Beer's acquisition of Heineken's China operations has finally been completed. On April 30 (today), China Resources Beer officially announced that the purchase agreement with Heineken Group was closed on April 29, with trademark licensing and framework agreements fully effective. From now on, China Resources Beer has formally completed the acquisition of Heineken's seven companies in China, and Heineken China's performance will be consolidated into China Resources Beer's financial results. Rumors began in March last year, and now the project has officially landed, with every employee of China Resources Snow likely anticipating this moment.

**China Resources Beer's acquisition of Heineken's China operations has finally been completed. On April 30 (today), China Resources Beer officially announced that the purchase agreement with Heineken Group was closed on April 29, with trademark licensing and framework agreements fully effective. From now on, China Resources Beer has formally completed the acquisition of Heineken's seven companies in China, and Heineken China's performance will be consolidated into China Resources Beer's financial results.**
From the rumors that began in March last year to the official landing of the project today, every employee of China Resources Snow may have been looking forward to this moment. Just as China Resources Beer CEO Hou Xiaohai declared in his WeChat Moments today, "Set off again"! **At this moment, the "set off again" demonstrates China Resources Beer's determination to achieve great ambitions!**
This is not a simple acquisition. Industry insiders believe that this is not only a milestone in the beer industry but also a milestone for the entire industry. **It has always been the story of foreign giants acquiring Chinese brands, but this time, China Resources Snow acquired the China operations of international giant Heineken, a stunning reversal of history.**
**Heineken's China Predicament**
**Snow's Grand Ambitions**
It is no exaggeration to call Heineken an international giant. Heineken is Europe's largest and the world's second-largest beer group, with over 300 sub-brands besides its flagship Heineken brand. However, in China, it has failed, and failed quite thoroughly. According to data, Heineken, which entered China in 1983, holds less than 1% of the Chinese market share. And China has the world's largest beer market.
On one hand, there is Heineken's dismal performance in China; on the other, there is pressure from its rival AB InBev. Budweiser, which entered the Chinese market only in 1995, has enjoyed a much better situation. Not only did it become the second-largest shareholder of Tsingtao Brewery, but it also successfully acquired Harbin Brewery and entered the top four beer groups in China, ranking third.
Concerns are not unfounded. **As a family business, Heineken is not an investment-oriented company. It treats beer as a career.** **Such a move to "sell itself" in China is not easy for them.** Presumably, the negotiation process for this agreement was not short.
What may have driven this event even more is China Resources Snow's ambition.
At the beginning of 2018, China Resources Snow Beer's official WeChat account published an article titled "Entering a New Era," in which CEO Hou Xiaohai said: "In 2018, the company re-emphasized the 'Great Decisive Battle' blueprint, fully opening the prelude to the industry's 'Great Decisive Battle.' **We hope to achieve ideal results in the 'last battle' of the industry within 3 to 5 years and occupy a favorable 'high ground.'**"
**Descriptions like "Great Decisive Battle" and "Last Battle" truly make the entire industry tremble.** Whether it's filling the gap in the high-end product segment or serving as a springboard for internationalization, Heineken was the best choice, and once they set their sights on it, they had to secure it.
The "Great Decisive Battle" has not yet begun, but with this single battle, China Resources Beer exchanged 40% of its shares for Heineken's "sell-off" in China. Just for this, it was worth it. China Resources Snow did a great job!
**Historic moments should be remembered. But some history should not be forgotten either.**
**Chinese Companies Acquired by Foreign Brands**
It is said that one important part of foreign companies' China strategy is called "acquisition." This tactic is described by Chinese industry researchers as "if you can win, fight; if you can't win, buy." Most foreign companies aim to use Chinese brands' sales channels to enter or expand their Chinese market.
However, most Chinese brands acquired by foreign companies do not have a happy ending. **They are either shelved or completely disappear.** Part of the reason lies in differences in corporate culture and management systems, making foreign management ineffective in China. There is also the possibility that foreign parties support their own companies and maliciously suppress others.
In the past decade or more, many local Chinese brands have gradually disappeared from our sight after being acquired. **What has been happening on this land is always the story of foreign giants acquiring Chinese brands, and every foreign acquisition triggers calls for protecting national brands. This time, China Resources Snow has brought pride to the Chinese people.**
What are your thoughts on this acquisition of Heineken by Snow? Feel free to leave a comment below!
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