On June 18, the 22nd World Brand Conference was held in Beijing. When the World Brand Lab unveiled the 2025 'China's 500 Most Valuable Brands' list, Tsingtao Brewery once again topped the Chinese beer industry with a brand value of 280.355 billion RMB, continuing its 22-year streak of leading the list. On the same day, the 618 mid-year shopping festival on major e-commerce platforms also came to a close, with sales reports pouring in. Tsingtao Brewery secured the top spot in beer category brand sales across six major platforms: Tmall, JD.com, Pinduoduo, Douyin, Kuaishou, and Vipshop, setting multiple new sales records and achieving a dual triumph in both brand value and market sales. Amid the wave of digitalization and channel transformation, how has Tsingtao Brewery maintained its popularity among the nation and written this cross-era brand legacy? 22 Years of Topping the List: The Innovation Code of an Industry Leader On this authoritative list released by the World Brand Lab, Tsingtao Brewery's brand value figure is striking: 280.355 billion RMB. This is not just a simple numerical increase but the result of consumers voting with their trust. Since the establishment of the 'China's 500 Most Valuable Brands' list 22 years ago, Tsingtao Brewery has consistently held the top position in the beer industry, forming an unshakable brand moat. What's more noteworthy is that a strong brand matrix is continuously adding value to Tsingtao Brewery's brand. In this list, Tsingtao Brewery's sub-brands, including Laoshan Beer, Hans Beer, and the Tsingtao Beer Museum, together form a 'brand fleet' with a total brand value exceeding 463.3 billion RMB. Among the 77 brands selected in the food and beverage industry, Moutai, Wuliangye, and Tsingtao Brewery rank in the top three, with Tsingtao Brewery remaining the undisputed leader in China's beer industry. How does a 120-year-old brand stay vibrant in the digital age? Tsingtao Brewery's answer is to deeply integrate traditional craftsmanship with digital technology. Its 'Sustainable Lighthouse Factory' uses IoT and AI technology to accurately predict consumer demand, enabling flexible production and even personalized customization. While meeting consumer needs and reducing costs while improving efficiency, Tsingtao Brewery can always respond quickly to market changes and formulate reasonable production plans. Tsingtao Brewery has won the 'National Science and Technology Progress Second Prize' four times, undoubtedly proving the depth and thickness of this 120-year-old brand's commitment to integrity and innovation. It also provides a microcosmic window for China and the world to understand 'Made in China'—using technological innovation to lead industrial innovation and stimulate new quality productive forces. Image source: WeChat official account—Tsingtao Brewery From being the only national key laboratory in the brewing industry to establishing a 'Yeast Bank,' pioneering the 'consumer demand-product-process' triple decoding technology, and using 'flavor spectrum technology' to create 'precise portraits' of consumer tastes, 'brewing global quality with technological innovation' is the optimal solution. In the transformation from 'the factory produces what consumers buy' to 'the factory produces what consumers want,' Tsingtao Brewery has completed the digital metamorphosis of its 120-year-old brand. Consumer Scenario Revolution: Market Evolution from 'Alcohol-Driven' to 'Emotion-Driven' If the brand value list is industry recognition, then this year's 618 sales report is a real vote cast by consumers with their wallets. During this year's 618, Tsingtao White Beer topped the 'JD.com Gold List,' 'JD.com White Beer Best-Seller List,' 'Douyin Mall Craft Beer List,' 'Tmall Whole Wheat Beer Best-Seller List,' 'Tmall White Beer Best-Seller List,' and 'Tmall German Wheat Best-Seller List'—six major lists. Even more striking is the explosive growth of non-alcoholic white beer—sales surged 474% year-on-year. Behind this data lies a fundamental shift in consumption scenarios and motivations. (Tsingtao 0.0% Non-Alcoholic White Beer won the Gold Award at the 2025 Beer World Cup, the highest honor ever achieved by a mainland Chinese brand in the world's most authoritative beer competition.) This shift is vividly illustrated in the stands of the Chinese Super League (CSL). In the 2025 season, as the official partner of the CSL, Tsingtao Brewery brought beer into the stadium for the first time. At venues in Beijing, Dalian, Zhengzhou, Tianjin, and elsewhere, fans lined up to buy Tsingtao 0.0% Non-Alcoholic White Beer. 'Previously, I could only watch the game on TV while drinking beer; now I can enjoy it right at the stadium. It's truly an overdose of happiness,' said one fan, highlighting the value of consumption scenario innovation. Instant retail data confirms the explosive power of this scenario: during June 1-18 alone, sales of non-alcoholic white beer on the three major instant retail platforms surged 832% year-on-year, making it a true new favorite as an 'emotional beverage.' The expansion of consumption scenarios goes far beyond this. From the White Beer Camping Season (with a 134% growth in white beer series on instant retail as strong evidence), the 'Let's Go Singing Tour,' to the 2025 Australian Open·Auguste Cup Tennis Carnival (with Auguste growing 115% on instant retail); from the Tsingtao Beer Museum and Time Coast Craft Beer Garden to TSINGTAO1903 Tsingtao Beer Bars nationwide, Tsingtao Brewery has built a multi-dimensional consumption scenario matrix covering sports, music, and cultural tourism. At the TSINGTAO1903 Draft Beer Bar in Qingdao, fans gather for 'brotherhood gatherings,' and the brand proposition 'Gather for the Love of It' has become an emotional bond connecting consumers. The instant retail performance of nearly 20,000 boxes of Osmanthus White Beer also shows its successful integration into various leisure gathering scenarios. Tsingtao Brewery's outstanding performance during this year's 618 is actually deeply linked to its precise capture of changes in consumption scenarios. Products and Channels: Dual Engines to Meet Fragmented Demand Facing increasingly fragmented consumer demand, Tsingtao Brewery's product strategy shows a precise and diversified layout. Currently, Tsingtao Brewery has formed a product matrix of 9 series and over 70 products, covering categories such as Classic, Draft, White Beer, High-End Fresh, Yishi Legend, and Auguste. In March this year, Tsingtao White Beer won Forbes' '2025 Consumer Industry Annual Influential Product' award, and previously won the Gold Award at the 2024 World Beer Championship, becoming the first white beer category in China to receive this award. In the high-end market, Tsingtao Original Draft performed outstandingly, with sales growing 116% year-on-year during 618. This beer, with a shelf life of only 7 days and 'previously only available to brewers,' has become the most popular product among high-quality beer enthusiasts. In addition to continuous product innovation, the explosive growth of instant retail platforms has opened new horizons for Tsingtao Brewery's high-end series. During 6.18, sales of Tsingtao Brewery's high-end fresh series on Meituan increased by 58%. Now, through innovative supply chains, high-end products like Original Draft have become instantly accessible to consumers. To meet consumers' demand for 'want it, buy it, drink it now,' Tsingtao Brewery's innovative 'Fresh Direct Delivery' service has achieved remarkable results. During 6.18, cumulative sales on the three core instant retail platforms (Meituan, Ele.me, and JD Seconds) surged 67% year-on-year! Among them: With JD.com's vigorous development of home services, Tsingtao Brewery, as a star product on the platform, saw a year-on-year growth of up to 127%; Ele.me also achieved steady growth of 32%. As an important battleground, Meituan saw Tsingtao Brewery achieve a high growth rate of 71%, with its Classic series growing 61%, White Beer series 134%, Auguste 115%, and Osmanthus White Beer selling nearly 20,000 boxes, showing a clear trend toward high-end products. Consumers can place an order with one click on platforms like Meituan, and the finest Original Draft, brewed the same day, can be delivered directly to their door. This service has rapidly expanded from Qingdao to more than 30 cities nationwide, achieving normalized operation and becoming a stable growth pole. Tsingtao Brewery's Fresh Direct Delivery business has been successfully selected for the '2024 Qingdao New Consumption Leading Enterprise Model' list, with transaction scale ranking among the top 2 sales channels for Tsingtao Brewery on Meituan. By covering public platforms such as Meituan, Ele.me, and Douyin Hourly Delivery, combined with private domain operations and content marketing, Tsingtao Brewery has built a 'high-end fresh direct delivery' service network covering a 3-kilometer living circle. The scenario of 'deciding to watch a football match late at night, ordering chilled non-alcoholic white beer or Original Draft, and receiving it within tens of minutes' has become a common part of urban consumers' lives. This instant gratification model has completely reshaped the consumption experience of high-end beer, making 'what you think is what you get' a reality. Tsingtao Brewery's digital transformation has penetrated deeply. Its JD.com self-operated flagship store ranks TOP1 in the industry for member repurchase rate and activity rate, with over 6,800 cumulative live streaming sessions on Douyin and over 202 million exposures. The overall growth of 67% in instant retail, especially the explosive 127% growth on JD Daojia, is strong proof of its channel innovation and ability to meet fragmented demand. From product innovation to scenario construction, from topping e-commerce charts to explosive instant retail growth, Tsingtao Brewery has built an innovative system covering the entire chain and responding to all scenarios. Tsingtao Brewery, exported to over 120 countries, continues to present a shining Chinese business card to the world in the digital age. The magnificent transformation of a 120-year-old brand in the digital wave illuminates the path for the transformation and upgrading of traditional Chinese enterprises. When a bottle of beer can reach consumers in the fastest, most convenient way, and in the posture that best matches the current mood, the vitality and value of the brand are most vividly interpreted.