---
title: "Tsingtao Brewery Releases Double 11 Report: Winning Consumers with New Marketing"
description: "At 24:00 on November 11, the 11th Double 11 annual promotion officially concluded, with Tsingtao Brewery once again breaking records and delivering an impressive performance. The report highlights significant sales growth across e-commerce platforms, successful influencer marketing, and innovative strategies like the Night Owl beer and panoramic museum."
author: "李青林"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2019-11-14"
categories: "Brand Marketing, Consumer & Categories"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/4ciBtnt8lyoQ9NzeKyeQsA"
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citation: "李青林. “Tsingtao Brewery Releases Double 11 Report: Winning Consumers with New Marketing.” New Distribution, 2019-11-14. https://xinjignxiao.com/en/articles/tsingtao-brewery-releases-double-11-report-winning-consumers-with-new-ma-10bb8d68/"
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# Tsingtao Brewery Releases Double 11 Report: Winning Consumers with New Marketing

> At 24:00 on November 11, the 11th Double 11 annual promotion officially concluded, with Tsingtao Brewery once again breaking records and delivering an impressive performance. The report highlights significant sales growth across e-commerce platforms, successful influencer marketing, and innovative strategies like the Night Owl beer and panoramic museum.

At 24:00 on November 11, the 11th Double 11 annual promotion officially concluded, with Tsingtao Brewery once again breaking records and delivering an impressive performance.
**-01- Tsingtao Brewery E-commerce Faces Major Test, Multiple Data Records Broken**
According to Tsingtao Brewery's report, Tmall flagship store sales on Double 11 day increased by 212% year-on-year, with conversion rate up 182%. **In the first 79 minutes, the cans sold stacked up to the height of 32 Mount Everests.**
On JD.com, during 11.1-11.11, Tsingtao Brewery, Laoshan Brewery, and Tsingtao Specialty ranked first, third, and eighth respectively among JD POP stores. On Double 11 day, Tsingtao Brewery and Laoshan Brewery ranked first and fourth respectively.
JD Tsingtao Brewery official flagship store saw cumulative sales increase of 408% year-on-year during the entire Double 11 period, with Double 11 day sales up 420%. Tsingtao Brewery Classic 24-can pack won the top spot in JD beer category single-item sales.
On Suning.com, Tsingtao Brewery won first place among top beer brands.
**-02- Influencers Boost Single Products**
This Double 11, in addition to rich promotional activities on e-commerce platforms, Tsingtao Brewery conducted live streaming on Taobao through its e-commerce team members, and also used influencers Viya, Beef Brother, and Lao Song for live streaming and short video product promotion, creating buzz and bestsellers.
During the pre-sale period, Viya's live stream set a record for Tsingtao Brewery Classic series, selling over 20,000 boxes in 5 minutes, with transaction volume 16 times that of last year's Double 11 pre-sale. It also created a sales record of 8,000 boxes for Tsingtao Whole Wheat White Beer 500ml.
With the rise of live streaming videos, influencer带货 has become an emerging channel for brands to boost sales and create bestsellers. For brands, video live streaming allows them to take the initiative, using influencers' strong appeal to prompt consumers to place orders.
**-03- Night Owl Beer Sells 400,000 Cans, New Marketing Conquers Consumers**
This Double 11, Tsingtao Brewery's brand "Night Owl Beer" launched an upgraded new version. With cute cats, fine line drawings, and smoother bottle design, Night Owl Beer attracted more consumer attention. Meanwhile, personalized copy like "A delicacy that has fascinated night owls for a century," "A brew that keeps night owls brewing without stopping," and "A beer so good it makes night owls feel heavenly" helped Night Owl Beer sell 360,000 cans in 12 hours.
In the beer category, besides quality and taste, appearance cannot be ignored. Young consumers are more willing to choose beer brands that are good-looking, personalized, and resonate with them. In terms of packaging style, the black bottle, smooth line drawings, and cute cats combine to give consumers a mysterious yet warm feeling, easily triggering purchase desire.
Hua Chenyu, serving as Tsingtao Brewery's brand ambassador and Chief Night Owl, sparked fans' purchase desire. In marketing, Night Owl Beer used super traffic to ignite hot searches, leveraging the hashtag #Chief Night Owl Hua Chenyu# to go viral nationwide, achieving over 110 million reads and 1.15 million discussions.
Night Owl Beer's excellent Double 11 performance proves that in the beer category, eye-catching product design can drive sales. Additionally, creating high-traffic marketing topics and events is key to boosting brand sales.
**-04- Panoramic Museum, New Technology Empowers Brand**
This Double 11, many friends likely experienced the panoramic museum in Tsingtao Brewery's official flagship store. The cute cat on the Night Owl Beer bottle served as a guide, taking us through the Tsingtao Brewery Museum. Through different scene switches, consumers could learn about Tsingtao Brewery's history and see how a good beer is produced. In the panoramic experience, participants could collect cat paw prints to enter a lucky draw, and during the tour, they could click "Enter Store" in the bottom left corner to enter the purchase scenario at any time.
This is the first in the industry to adopt AR/VR technology in Tmall store 2.0, using scenes to reflect the brand and product's historical background, with immersive experiences fully restoring the Tsingtao Brewery factory, showcasing the brand's heritage, strengthening brand positioning, and spreading brand culture.
The emergence of new technology transforms brand flagship stores from two-dimensional to three-dimensional, not just visually but also as an opportunity for deep consumer engagement. Through new technology, more product features and brand history can be brought to consumers, and panoramic views can attract consumers' curiosity to explore.
**-05- Laoshan Brewery Achieves Great Results, Strategic Adjustments Drive Sales Growth**
As part of Tsingtao Brewery's 1+1 brand strategy, Laoshan Brewery performed well this Double 11. On Tmall, Laoshan Brewery's sales in the first 50 minutes exceeded last year's entire Double 11 day, with sales up 330% year-on-year.
On JD.com, Laoshan Brewery flagship store saw Double 11 day sales increase 909% year-on-year.
The excellent results are attributed not only to strong promotional activities but also to Laoshan Brewery's careful online layout. In terms of products, it rationally arranged product lines with multiple specifications, packaging combinations, and price points to fully meet different consumer needs.
Additionally, during Double 11, the Tsingtao Brewery e-commerce team allocated excellent store managers to operate the Laoshan Brewery flagship store. In promotional item selection, Laoshan Brewery also put in effort; for example, since consumers like to buy paper during Double 11, Laoshan Brewery prepared Vinda tissues. Since consumers might snack while drinking beer, Laoshan Brewery prepared Laojiekou peanuts.
For brands to achieve good results in the limited 24 hours of Double 11, besides competing on price, they need to return to their original intention, fully understand product characteristics, gain insights into consumer needs, and use different promotional behaviors to narrow disadvantages and expand advantages, attracting consumer attention.
**New Distribution Commentary:**
In 2019's Double 11, Tsingtao Brewery impressed consumers with products and new marketing, once again creating new achievements and standing out among numerous domestic and international beer brands. The birth of Tsingtao Brewery's Double 11 new record is not only due to continuously launching high-quality products for consumers but also the result of Tsingtao Brewery's continuous innovation. Whether it's the high-appearance Night Owl Beer or the tech-filled Tsingtao Brewery panoramic museum, both provide consumers with a better shopping experience.
As e-commerce continues to develop, Tsingtao Brewery understands consumers better and gets closer to them. E-commerce is not just a sales channel but also a battleground for gaining consumer insights, brand promotion, and consumer cultivation.
**Online sales volume will no longer be the primary concern for brands. How to increase consumer repurchase rates, raise average order value, and improve after-sales satisfaction are the topics brands need to focus on. Behind this is the relentless effort of the brand's e-commerce team and the strength of its supply chain and product R&D capabilities.** In today's trend of national trends, as a century-old Chinese brand, Tsingtao Brewery is experiencing rapid development. In 2020's Double 11, Tsingtao Brewery may once again bring surprises to the Chinese people, and this surprise requires the joint efforts of consumers and Tsingtao Brewery.
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## Citation metadata

- Publisher: New Distribution
- Author: 李青林
- Published: 2019-11-14
- Canonical: https://xinjignxiao.com/en/articles/tsingtao-brewery-releases-double-11-report-winning-consumers-with-new-ma-10bb8d68/
- Original source: https://mp.weixin.qq.com/s/4ciBtnt8lyoQ9NzeKyeQsA

## Copyright and AI use

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