Tsingtao Beer Fights Again in Double 11, How Did It Achieve Top Rankings on Multiple Platforms?

In the just-concluded Double 11 shopping festival, Tsingtao Beer lived up to expectations and once again achieved satisfactory results. During the off-season for beer sales, how did Tsingtao Beer maintain steady growth?

01 Outstanding Performance on Multiple Platforms Tsingtao Beer E-commerce Grows Against the Trend in Off-Season In late autumn November, as the weather turns cooler, the beer category enters its sales off-season. However, during the just-concluded Double 11 promotion, Tsingtao Beer achieved remarkable results.

On October 24, Tsingtao Beer's Double 11 campaign kicked off. During the "opening red" phase on Tmall, Tsingtao Beer ranked No. 1 in store sales for the first 4 hours, store sales in the beer category, and brand sales in the beer category.

Throughout the entire Double 11 period, Tsingtao Beer's e-commerce sales remained at the forefront, outperforming many beer brands and securing the No. 1 ranking in both store sales and brand sales in the beer category.

According to New Distribution, during this Double 11, Tsingtao Beer saw impressive growth on the Tmall platform. During the pre-sale period, the Xiao Zhan co-branded Pure Draft beer, Guochao bottle, and Guochao can ranked in the top 3 of the beer pre-sale list. Among them, the Tsingtao Beer Guochao bottle ranked in the TOP 5 of the beer category sales list in the first 4 hours of the "opening red" phase.

Meanwhile, during the entire Double 11 period, store transaction value increased by 12% year-on-year, with member single-day transactions accounting for 65% and overall member transactions accounting for 44%. Additionally, Tsingtao Beer ranked No. 1 on JD POP, Douyin, Pinduoduo, and Vipshop platforms.

Undoubtedly, Tsingtao Beer once again achieved impressive results in the 2022 Double 11 promotion. With Double 11 cooling down, why is Tsingtao Beer still able to win multiple firsts?

02 Refusing Price Wars The Story Behind Tsingtao Beer's Success With the rise of live-streaming e-commerce, the popularity of Double 11 has gradually declined. Nevertheless, merchants still regard Double 11 as a key opportunity for annual sales growth. For brands, Double 11 is not only a chance to boost sales but also crucial for maintaining brand heat.

As a century-old beer brand, Tsingtao Beer has now begun to change its approach, embracing Double 11 in a different way.

Celebrity traffic, diversified products, peripheral merchandise, top streamer带货, leveraging the World Cup, and product premiumization—Tsingtao Beer injected new vitality into its Double 11 campaign with a combination of strategies. Instead of relying on price wars to drive sales growth, it made a series of innovations after gaining insights into the consumption needs of young consumers.

On October 25, 2022, the full-length advertisement film featuring Tsingtao Beer's brand ambassador Xiao Zhan was launched, becoming a highlight of Tsingtao's Double 11 campaign and attracting immediate attention from Xiao Zhan's fans.

At the same time, the offline "Century Guochao Good Store Taste Exploration Plan" event was held, where rows of Guochao bottles became must-visit photo spots for fans. New Guochao fridge magnet peripherals and rich offline interactive activities brought fans a different kind of joy. This event also laid a solid foundation for Tsingtao Beer's Double 11.

In this year's Double 11, Tsingtao Beer offered consumers a diverse shopping experience through a wide range of product combinations and peripheral merchandise.

According to New Distribution, during this Double 11, Tsingtao Beer focused on products such as Pure Draft, White Beer, and Guochao to cater to consumers with different needs. At the same time, Tsingtao Beer carefully prepared peripheral products related to its brand ambassador, offering them as gifts to strengthen interaction with consumers and fans.

The combined marketing of diversified products and celebrity peripherals brought impressive sales data for Tsingtao Beer. During the entire Tmall Double 11 period, the Xiao Zhan co-branded Pure Draft beer, Guochao bottle, and Guochao can dominated the top 3 of the beer pre-sale list.

Among them, the new Guochao bottle achieved TOP 5 in beer category sales in the first 4 hours of the "opening red" phase, with cumulative sales exceeding 25,000 bottles. Pure Draft category grew 51% year-on-year, White Beer category grew 594%, and the core product 1903 grew 16%.

In addition to e-commerce platforms, Tsingtao Beer also focused on live-streaming sales, leveraging the influence of top streamers to bring new growth points. On November 2, top Taobao streamer Li Jiaqi promoted Tsingtao Beer's Whole Wheat White Beer, selling over 20,000 cases and ranking No. 1 in the beer category for single products.

Of course, in the off-season month of November, Tsingtao Beer's sales growth also benefited from its carefully crafted scenario-based marketing, seizing the quadrennial World Cup. It is understood that during the tournament, Tsingtao Beer launched two football-themed products to satisfy consumers' passion for football.

Centering on the core theme, Tsingtao Beer integrated online and offline resources, linked celebrities and KOLs, and jointly created marketing events, creating a peak of Tsingtao Beer's football marketing buzz while boosting product sales.

It is worth noting that during this Double 11, Tsingtao Beer not only achieved sales growth but also saw a significant increase in average order value. So why are consumers willing to spend more on Tsingtao Beer products?

In the view of New Distribution, this is closely related to Tsingtao Beer's premiumization strategy. Compared with previous years, this year's Double 11 focused on promoting mid-to-high-end series products, aiming to provide consumers with products that better reflect Tsingtao Beer's quality and create the charm of Tsingtao Beer quality.

With the continuous improvement of living standards, high-end and craft products have attracted increasing consumer attention and are also the direction many beer brands are pursuing.

Having a history of over a century, Tsingtao Beer has always been committed to bringing consumers higher-quality products. The proportion of high-end and craft products in Tsingtao Beer's portfolio continues to rise, especially the original pulp (raw draft) products. As a key product for 2022, Tsingtao Beer has made extensive and effective arrangements in new product development, launch, and brand promotion, aiming to bring consumers a fresher experience.

Having participated in multiple Double 11 events, Tsingtao Beer now follows the trend and brings consumers a new experience with high-quality products and rich combined marketing.

03 Looking at Tsingtao Beer's 2022 Through Double 11 For Tsingtao Beer, the impressive Double 11 results are not the outcome of traffic and price stacking, but rather the result of the combination of product quality, brand reputation, and marketing methods. The brilliant Double 11 performance precisely reflects Tsingtao Beer's efforts in 2022.

On October 26, Tsingtao Beer released its Q3 2022 financial report. In the third quarter alone, operating revenue reached 9.837 billion yuan, the highest for a single third quarter in recent years. Behind this success is Tsingtao Beer's push for transformation and upgrading towards high value-added products represented by canned beer and craft products.

In the view of New Distribution, premiumization is the key to Tsingtao Beer's rapid growth, and the success of premiumization in attracting consumers is inseparable from Tsingtao Beer's years of brand reputation building and continuous youthful marketing methods.

Building trust through the brand and stimulating demand through products is the core of Tsingtao Beer's ability to attract young consumers. In 2022, Tsingtao Beer promoted a series of products including Pure Draft, White Beer, Guochao, One Century Legend, Century Journey, Amber Lager, August, Hongyun Dangtou, 1903, Bucket Raw Draft, Pilsner, and IPA, continuously optimizing its product structure and maintaining its competitive advantage in the mid-to-high-end beer market in China.

At the same time, the combination of scenario-based marketing and celebrity endorsement laid a solid foundation for Tsingtao Beer to attract young consumers.

In 2022, more than 200 TSINGTAO1903 Qingdao Beer bars accelerated their layout, becoming new scenarios for brand promotion. Xiao Zhan, as Tsingtao Beer's spokesperson, attracted the attention of many young consumers. Through customized products and celebrity peripherals, Tsingtao Beer narrowed the distance with young consumers. At the same time, leveraging the 2022 World Cup and the excellent opportunity of Double 11, Tsingtao Beer turned the winter, originally the off-season for beer, into its peak season.

Although the heat of Double 11 is waning, Tsingtao Beer is achieving both volume and price increases.