---
title: "Sponsoring Jiangsu TV New Year's Eve Concert: Can Beer Giant Succeed in the Soda Water Market?"
description: "On November 22, Tsingtao Brewery's Prince Seaweed Soda Water officially launched its new packaging, adopting the internationally popular slim can design, which is more stylish than traditional short cans. It is also set to appear as the official designated water at Jiangsu TV's 2020 New Year's Eve concert. This article analyzes the product's definition, Tsingtao's motivations, and its market strategy."
author: "澄韵"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2020-01-04"
categories: "Consumer & Categories"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/gCFeAVC1hDVvedZxK7Xbmw"
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citation: "澄韵. “Sponsoring Jiangsu TV New Year's Eve Concert: Can Beer Giant Succeed in the Soda Water Market?.” New Distribution, 2020-01-04. https://xinjignxiao.com/en/articles/sponsoring-jiangsu-tv-new-year-s-eve-concert-can-beer-giant-succeed-in-t-9f2b6148/"
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# Sponsoring Jiangsu TV New Year's Eve Concert: Can Beer Giant Succeed in the Soda Water Market?

> On November 22, Tsingtao Brewery's Prince Seaweed Soda Water officially launched its new packaging, adopting the internationally popular slim can design, which is more stylish than traditional short cans. It is also set to appear as the official designated water at Jiangsu TV's 2020 New Year's Eve concert. This article analyzes the product's definition, Tsingtao's motivations, and its market strategy.

**On November 22, Tsingtao Brewery's Prince Seaweed Soda Water officially launched its new packaging, adopting the internationally popular slim can design, which is more stylish than traditional short cans. It is reported that PET bottles and glass bottles will also be developed in the future. At the turn of the year, this soda water also appeared as the official designated water at Jiangsu TV's 2020 New Year's Eve concert.**

**-01- How to Define Tsingtao Brewery's Soda Water?**
Speaking of soda water, everyone is familiar with it, and the market is full of a dazzling array of products.
The author first got this product at the China FMCG Conference in August this year, less than a month after its launch. At that time, the packaging was traditional short cans, not as trendy as the new look, but the super fizzy taste and refreshing marine aroma immediately attracted me. Out of curiosity and surprise, I analyzed this product.

**1. Ingredients: Simple and Pure**
This Prince Seaweed Soda Water is, strictly speaking, an artificially carbonated soda water containing seaweed extract. The formula is very simple: water, seaweed enzyme powder, carbon dioxide, and sodium bicarbonate.
**It uses high-quality underground water from Laoshan as the base, retains a triple-strength fizzy taste, and adds deep-sea giant kelp essence extracted with modern marine technology, which is the most distinctive feature of this product.**
As I mentioned in previous articles, artificial carbonation and adding baking soda are common practices for sparkling water and soda water. The simpler and purer, the closer to natural, and the better it reflects the functional characteristics of water as a category, rather than a beverage.
Some products, just to cater to popular tastes, add sweeteners, flavors, and other additives to enhance taste, which is not beneficial for long-term health and deviates from the product's definition.

**2. Technology: High-Tech + Great Health**
**This product, which perfectly combines bubbles, soda, and seaweed, is the first of its kind in the soda water market.**
Looking at other products on the market, some manufacturers lack the technology for carbonation, while others cannot do seaweed purification. Tsingtao Brewery is an exception; its strong brand strength and technological innovation capability are the moat for developing any product.
Tsingtao Brewery, together with the R&D team of Academician Guan Huashi, a pioneer in modern marine biomedicine, used seaweed cell wall disruption technology and enzyme-coupling processing technology to endow the soda water with seaweed essence extracted by modern marine technology, fully leveraging the antioxidant and immune-boosting detoxifying effects of seaweed's active substances, making the treasure of the sea accessible in daily drinking water.

**3. Pricing: Mid-to-High End**
Tsingtao Brewery's Prince Seaweed Soda Water is priced differently from many soda water products on the market, targeting health-conscious young consumers and middle-aged and elderly customers who want zero burden on their bodies.
Compared to imported sparkling water priced above 10 yuan and domestic brand soda water priced at 3-4 yuan, Tsingtao Brewery took the middle ground, with the official terminal price of the main product, canned Prince Seaweed Soda Water, set at 6.5 yuan per can, offering consumers a high-experience and health value product at a cost-effective price.

**-02- Why Did Tsingtao Brewery Make Soda Water?**
As one of the leaders in the beer industry, Tsingtao Brewery not only ventures into non-beer products but also enters the fiercely competitive soda water market. What is the thinking behind this? Let's analyze it one by one.

**1. Soda Water Market Background**
If there was a product with the most explosive power and potential in 2019, it would be soda water. A sparkling soda water from Genki Forest can rank first in water beverage sales on Tmall for a long time, and even at prices above 5 yuan in offline convenience stores, it sells like hotcakes, showing many brands the strong consumer demand for this category. According to data, China's soda water market is expanding, with the actual market capacity possibly exceeding 3 billion yuan.
In this category, small brands are constantly innovating, and big brands are entering one after another. On the surface, it looks prosperous, but in reality, there is hidden competition; many enter, but many also exit quickly.
In my view, this category is still in the consumer education stage in China, with low per capita consumption. So if a product aims to quickly harvest the market, it is unlikely to succeed.

**2. A Long-Term Product to Cultivate**
When developing product attributes, brands usually classify products into fast products and slow products.
There is no right or wrong in positioning a product as fast or slow; the key is whether the product's role is correctly defined and whether the business aims for a quick battle or a protracted war.
Tsingtao Brewery clearly chose the latter. If it were just to follow market trends, it would be very easy for Tsingtao Brewery to imitate a soda water with a similar taste, but it did not do that. Instead, it invested heavily in nurturing Prince Seaweed Soda Water as a slow product.
It did not add additives to cater to taste but used exclusive high-tech molecular transformation technology to convert large molecules in seaweed, such as seaweed polysaccharides and structural proteins, which are hard for the human body to digest and absorb, into small molecules that are easy to absorb. The ingredients are natural and healthy, more conducive to health. Although seaweed is added, after high-tech processing, there is no fishy taste at all.
Most importantly, the marine beverage market has been vacant, and Tsingtao Brewery Group has been focusing on developing marine health beverages. The ocean is the origin of life, releasing infinite mysterious energy. The ancient seaweed hidden in the deep sea embodies the ocean's powerful self-repair and self-purification capabilities. Unlike other products that only promote soda water as simple alkaline water, consumer awareness is awakening. Only products that are truly beneficial to health are likely to develop in the future.

**3. Channel Advantages**
According to surveys, high-end soda water and sparkling water are currently more popular in catering, nightclubs, and other channels, which perfectly matches Tsingtao Brewery's channels. As we all know, Tsingtao Brewery has been deeply cultivating these channels for years, so it is easy for them to dominate.
In addition, Tsingtao Brewery has very convenient resources and a strong layout in convenience stores, supermarkets, and traditional channels, which are very strong support for the early promotion of Prince Seaweed Soda Water and the targeting of its intended audience.

**4. Independent Brand and Operation**
**Despite the strong brand endorsement of Tsingtao Brewery, this product is operated by a dedicated independent team, and even the brand is an independent "Prince" brand, which is very commendable for innovation within a large brand.**
We often talk about the innovator's dilemma of big brands, because large brands face many obstacles in organizational and product innovation, making it difficult for them to innovate or resulting in very short product life cycles. Tsingtao Brewery's approach of independent brand and independent operation is precisely to avoid the hindrance of product vitality within a large organizational system, giving this product more development space and strong adaptability.

**-03- 2020: Prince Seaweed Soda Water Goes All Out**
**According to my knowledge, in 2020, Prince Seaweed Soda Water will be one of Tsingtao Brewery's main promotional products.**

**1. Endorsement by a Quality Celebrity**
Choosing pianist Lang Lang, who matches the positioning of Prince Seaweed Soda Water and enjoys international prestige, as the spokesperson is most appropriate.
In the popular Hunan TV variety show "Happy Trio 2," Lang Lang and his wife Gina's sweet interactions instantly attracted countless fans. Their down-to-earth views on love and their way of getting along as a couple showed people a different side of Lang Lang and Gina.
Drinking this product has also become a daily routine for the couple. Their authentic and unpretentious recommendation aligns with Lang Lang's selection criteria: "0 sugar, 0 calories, cool and refreshing taste. One sip is as satisfying as listening to your favorite music."

**2. Cooperation with Major Programs: Sponsoring Jiangsu TV's New Year's Eve Concert, Firing the First Shot in the 2020 Marketing Battle!**
On December 31, Prince Seaweed Soda Water appeared as the official designated water at Jiangsu TV's New Year's Eve concert. As a main promotional product for Tsingtao Brewery in 2020, high exposure and high attention undoubtedly gave the marketing team a shot in the arm, achieving a good start at the beginning of the new year and boosting morale.

**Conclusion:**
From the global industry trend, the European and American sparkling soda water market has been booming in recent years. Although China is still in its infancy and consumer education is insufficient, I believe that China has enough market capacity and opportunities for domestic consumer brands to grow. Tsingtao Brewery Group's Prince Seaweed Soda Water, based on product strength, brand strength, and marketing strength, does not follow or blindly imitate. Its precise positioning and strong technical barriers have built a solid moat for this product, making it a product with strong competitiveness and vitality.
**I believe that being hard to eliminate from the market and hard for competitors to imitate is the core competitiveness of this product. It will bring steady performance contributions to Tsingtao Brewery Group. Let's wait and see.**

Tips will be paid 400-2000 yuan once adopted.


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## Citation metadata

- Publisher: New Distribution
- Author: 澄韵
- Published: 2020-01-04
- Canonical: https://xinjignxiao.com/en/articles/sponsoring-jiangsu-tv-new-year-s-eve-concert-can-beer-giant-succeed-in-t-9f2b6148/
- Original source: https://mp.weixin.qq.com/s/gCFeAVC1hDVvedZxK7Xbmw

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