---
title: "The 'Most Rational 618' Sees Tsingtao Beer Still Dominating the Charts: What's Behind It?"
description: "Since its launch by JD.com in 2010, the '618 Shopping Festival' has become a nationwide e-commerce promotion event. This year, major platforms collectively canceled pre-sale activities, making the event more 'rational.' Despite this, Tsingtao Beer once again topped the beer category rankings across platforms, demonstrating its strong market competitiveness. New Distribution conducted an in-depth investigation to uncover the strategies behind Tsingtao's success during this year's 618."
author: "诺言"
publisher: "New Distribution"
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published: "2024-06-19"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/joP4o5_OUaUqSTtqNUGDag"
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# The 'Most Rational 618' Sees Tsingtao Beer Still Dominating the Charts: What's Behind It?

> Since its launch by JD.com in 2010, the '618 Shopping Festival' has become a nationwide e-commerce promotion event. This year, major platforms collectively canceled pre-sale activities, making the event more 'rational.' Despite this, Tsingtao Beer once again topped the beer category rankings across platforms, demonstrating its strong market competitiveness. New Distribution conducted an in-depth investigation to uncover the strategies behind Tsingtao's success during this year's 618.

The '618 Shopping Festival' has become a nationwide e-commerce promotion event since its launch by JD.com in 2010. In previous years, activities such as pre-sales and deposit multipliers were common, but this year, major platforms collectively canceled pre-sales, making this 618 appear more 'rational.'
**As brand reports from various platforms were released, Tsingtao Beer once again topped the beer category rankings, clearly indicating that the cancellation of pre-sales had little impact on its popularity.**
****New Distribution conducted an in-depth investigation to explore how Tsingtao Beer maintained its leading position during this year's 618.
**Polarization in the Beverage Sector**
**Tsingtao's Data Remains Impressive**
**During the 2024 618 promotion, the cancellation of pre-sales and more rational discount intensity drew widespread industry attention.**
Industry insiders noted that intensified e-commerce competition has led platforms to impose higher requirements on participating merchants, such as offering products with clear brand and price advantages. Merchants with weaker brand strength may face poor sales performance, and even if they participate, profit margins are thin, often resulting in 'just making a splash.' A recent statement from the head of an FMCG company's e-commerce department revealed that they did not plan to increase promotional efforts this 618, sticking to routine plans.
While this has increased pressure on some merchants, many consumer brands still achieved impressive results during 618. Tsingtao Beer stands out as a leader in the beer sector, showcasing its strong market competitiveness.
******As of June 18, data showed that Tsingtao Beer ranked first in cumulative brand sales across five major platforms in the beer category, and secured the top spot in store sales rankings on JD.com, Tmall, Douyin, and Kuaishou. Sales of its classic, high-end fresh, and white beer products saw significant growth, driven by consumer demand. White beer even topped the JD.com Gold List and Tmall's Must-Buy List for alcoholic beverages.
In terms of membership data, JD.com self-operated flagship store member visits increased by 141% year-on-year, new members of the official flagship store grew by 77% year-on-year, and purchase transactions saw double-digit growth.
Tmall flagship store members' single-day transaction share once exceeded 78%, with full-cycle sales accounting for 49%.
It is evident that **throughout the entire 618 period, Tsingtao Beer maintained a continuous lead across all platforms,** fully demonstrating its strong market competitiveness. Especially after the release of the spokesperson's high-end fresh beer commercial on June 16, sales surged. JD.com self-operated flagship store sales skyrocketed by 96% year-on-year, and the single-product sales of Crystal Pure Fresh Beer saw a staggering 54-fold increase month-on-month.
Meanwhile, Tmall official flagship store live-streaming sales also grew by 231% year-on-year, with sales of Premium Draft and Crystal Pure Fresh Beer increasing by 9 times and 281 times year-on-year, respectively. White beer sales were also exceptionally strong. This series of data not only highlights Tsingtao Beer's market influence but also reflects the significant success of its premiumization strategy.
**Tsingtao Beer's push into the high-end fresh beer segment is also a key component of its brand strategy.** Through a strategic partnership with Meituan Flash Purchase, Tsingtao Beer successfully created a new model for high-end fresh beer sales, rapidly expanding in first-tier and provincial capital cities, and setting up delivery points based on demand heat maps, effectively addressing consumer purchasing pain points.
Since joining e-commerce platforms, Tsingtao Beer has achieved significant sales growth during every 618 and Double 11 promotion, continuously setting industry records. **This year's 618 results once again prove Tsingtao Beer's strong brand position, while also reflecting the increasingly evident trend of polarization in the industry.**
**Tsingtao Beer's success is not only due to the benefits of being an industry leader but also crucially to its preemptive sales strategy and robust smart supply chain.** These factors collectively provide strong support for Tsingtao Beer's sustained, stable, and rapid development in e-commerce channels.
**From Quantity to Quality**
**The Driving Forces Behind Tsingtao's 618 Success**
This year's 618 event started early, with sales beginning on May 20, and all major platforms canceled the pre-sale mechanism, simplifying rules and extending the event period. This presents both opportunities and challenges for merchants. **The no-pre-sale model requires merchants to have more precise market insights, scientific inventory planning, and improved response speed. Additionally, the extended event period implies potential multiple rounds of order peaks, testing merchants' forecasting and response capabilities.** New Distribution obtained key information on Tsingtao Beer's response strategy from its e-commerce company.
In terms of sales strategy, Tsingtao Beer adopted a **preemptive sales strategy** in response to changes in consumer purchasing behavior after the cancellation of pre-sales. As early as late April, Tsingtao Beer completed the full-cycle marketing strategy planning and activity design for 618, to address the early order surge and extended sales period, while maintaining flexibility to adjust to unexpected situations.
To ensure strategy implementation, the digital interactive system and intelligent supply chain system played a core role. Inventory pre-positioning planning is particularly critical, as excessive inventory increases costs and pressure, while insufficient inventory may lead to out-of-stock situations affecting store ratings and consumer experience, thereby damaging brand image. Beer is a 'heavy cargo,' with high warehousing and distribution costs; unreasonable inventory planning can also lead to skyrocketing transfer costs and reduced efficiency.
To this end, Tsingtao Beer's supply chain department began preparing the 618 stocking plan in April, **and through efficient supply chain coordination, completed stocking of major bestsellers by mid-May, while communicating follow-up replenishment plans with factories.** This measure ensured the freshness of stocked products and fully prepared for potential inventory shortages.
Secondly, timely delivery is a core aspect of promotional events, and the importance of logistics cannot be overstated. Tsingtao Beer has clearly made thorough preparations, as evidenced by the popularity of its draft beer. Tsingtao Draft, which retains active yeast and is unpasteurized, is delicate and difficult to store, with only a 7-day freshness period.
However, **thanks to its strong supply chain and efficient order and inventory management system, Tsingtao Beer achieved delivery within 48 hours to most cities nationwide during the 618 period.**
Behind this achievement is Tsingtao Beer's advanced e-commerce supply chain system. This system scientifically lays out the inventory network and supports integrated online-offline management. Through digital systems, all-channel orders are connected, optimizing inventory and delivery choices.
This system runs through the entire supply chain, from raw material logistics to distributors and terminals, to online nationwide consumer orders, ensuring efficient connectivity across all stages. **It not only meets the diverse needs of multi-channel orders but also ensures the shortest chain, lowest cost, closest inventory, and fastest delivery.**
The advantages in cost and efficiency make Tsingtao Beer's supply chain system a key support for its omni-channel marketing. And what underpins the precise operation of this system is accurate data analysis.
For example, in inventory management, Tsingtao Beer made meticulous preparations using digital tools. Through a month-long supplier inventory accuracy check, data authenticity was ensured. Additionally, optimization of the e-commerce order management system (EMC) further improved data timeliness and accuracy, providing a solid foundation for departmental coordination during the sales period.
**Tsingtao Beer's advanced real-time inventory monitoring and data analysis capabilities, including intelligent replenishment, safety stock settings, and inventory alerts, provided strong support for the smooth supply during the 618 promotion.** At the same time, through advance training of customer service staff, key messaging, and reasonable manpower deployment, high-quality and efficient customer service was ensured during the promotion.
It is worth mentioning that **during the 618 period, Tsingtao Beer's e-commerce live streaming was exceptionally popular, with cumulative sales exceeding 45 million yuan, injecting strong growth momentum into Tsingtao Beer.**
Behind this achievement, in addition to collaborations with major influencers, Tsingtao Beer's use of AI technology played a significant role. **With the rise of AIGC, Tsingtao Beer actively embraces new technologies, integrating digital human live streaming and AI one-click video generation into digital content marketing.**
During the 618 promotion, Tsingtao Beer cleverly used digital human anchors to interact with consumers in real-time. These digital anchors not only respond promptly to user inquiries but also replace repetitive mechanical tasks in the live room, thereby extending live streaming time by 118%, creating a true 'never-sleeping' live room.
Surprisingly, during 'non-prime time slots,' digital anchors performed indistinguishably from real humans, boosting Tsingtao Beer's sales by nearly 15%. Furthermore, the programmability and algorithm control of digital anchors effectively avoided potential instability of human anchors, such as emotional fluctuations or speech errors, reducing labor costs and management difficulty, especially during large-scale promotions like 618, significantly helping Tsingtao Beer achieve cost reduction and efficiency improvement.
Additionally, Tsingtao Beer adopted AI one-click video generation technology, using large models to intelligently analyze product selling points, automatically match materials, and generate videos. This technological innovation shortened the original 30-minute video editing time to 5 minutes, greatly improving content production efficiency, filling content gaps, and achieving intelligent efficiency across the entire content production chain.
**Behind the impressive 618 results, Tsingtao Beer's robust smart supply chain, intelligent management system, and meticulous preparation by the e-commerce team played a crucial role.** The well-planned sales strategy and high-quality service, active exploration of emerging technologies like AI, and detailed contingency plans for each link are key to Tsingtao Beer's sustained high-quality development in e-commerce channels.
**From 618 to the Innovation Vitality of a 120-Year-Old Brand**
Tsingtao Beer, a brand with a 121-year history, has repeatedly achieved outstanding results in e-commerce festivals like 618 and Double 11, fully demonstrating its spirit of continuous innovation and youthful vitality. **Facing the increasingly younger consumer base in the beer market, Tsingtao Beer has proactively responded, successfully avoiding brand aging and instead becoming a trendy choice among young people.**
Tsingtao Beer continues to break through in product innovation, launching multiple high-end personalized beers. From the stunning debut of Whole Wheat White Beer, to the heavyweight releases of Century Journey and Legend of a Lifetime, from the 7-day Premium Draft that only brewers could taste in the past, to the 2024 launch of the new August A series, all demonstrate Tsingtao Beer's keen insight into consumer needs and commitment to quality.
**These new products not only refresh consumers' perception of Tsingtao Beer but also attract the attention of young consumers, showcasing the brand's fashionable charm.**
In brand marketing, Tsingtao Beer also actively innovates, collaborating with post-90s designer Angel Chen to create the 'Evergreen' series products and merchandise, sparking a 'national trend' wave; appearing at major music festivals to connect with fans through music; and launching the 'Be Particular, Don't Settle' campaign on Youth Day to convey a 'don't settle' life attitude. These strategies have greatly enhanced brand exposure and influence, allowing Tsingtao Beer to accumulate a large fan base among young consumers and become a leader in the national trend brand movement.
Tsingtao Beer's **rapid push in e-commerce channels highlights its youthful strategic vision.** After joining e-commerce platforms, Tsingtao Beer quickly changed the market pattern dominated by imported beer brands, fully demonstrating its responsibility and boldness as a leader in domestic beer. Years of e-commerce exploration and innovation have not only set a benchmark for peers in online development but also further solidified Tsingtao Beer's industry leadership.
Tsingtao Beer's 'youthfulness' is not only reflected in its marketing strategy but also in building a learning organization. The Tsingtao Beer e-commerce team possesses a 'young mindset' that drives members to continuously learn new knowledge and skills to adapt to the ever-changing market.
By creating a learning atmosphere, enhancing learning awareness, and fostering innovation capabilities, the team achieves collective growth. **Through continuous learning and innovation, the Tsingtao Beer e-commerce team has seen performance climb for 11 consecutive years, firmly holding the industry-leading position.** This 'youthful' philosophy is worth learning from across industries.
While shining in traditional e-commerce, Tsingtao Beer has also seen significant growth in instant retail platforms. Despite the downward trend in consumption, Tsingtao Beer has managed to buck the trend in the instant retail market, thanks to its close linkage with offline business, precise online marketing scenarios, and efficient integration of marketing resources.
This year's 618 promotion once again confirms Tsingtao Beer's strong strength and youthful mindset. **This 120-year-old brand, driven by exquisite quality and innovative technology, always stays at the forefront of the times.** Looking ahead, Tsingtao Beer is sure to continue leading the industry and create more surprises for us.


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