Beer consumption is undergoing a shift in demand from drinking to tasting. With the change of consumer mentality, beer products have gradually changed to high-end, scene-based and social, and quality, appearance and even topics have become distractions that affect consumers' purchases. In this context, Yanjing's "Big Green Stick" turned into Lion King craft beer, and appeared on consumers' tables with Western foods such as hamburgers and pork knuckles.
It is reported that the scene of "entertainment + social + culture + consumption" is the concept of Lionk Lionk Restaurant and Bar under Yanjing Beer. Tsingtao Beer's Tsingtao 1903 Tsingtao Beer Bar and Carlsberg's Jing A Craft Beer Bar are all staging the drama of beer from product to consumption scene.
Lionk Lion King Restaurant & Bar Sino-German Industrial Park Store.
The beers shouted "Hey, let's eat".
Unlike the "summer drinks" of the past, beer has expanded from summer barbecue stalls to trendy bars, and the menu has changed from a variety of meat skewers to fashionable dishes such as burgers, pizzas, and fried fish. The adjustment of consumption scenarios and products has gradually changed consumers' drinking Xi from drinking to drinking and chatting about life.
As an imported product, craft beer has gone through five or six years in the domestic market from a single player to a multi-product parallel. In this process, industrial beer has also smelled the opportunity of subdividing the industry and has begun to lay out.
As a long-established beer company in Beijing, Yanjing began to lay out craft beer bars last year. It is reported that the "entertainment + social + culture + consumption" scene created by Yanjing Beer - Lionk Lion King Restaurant and Bar, the Sino-German Industrial Park store and the Shougang Park store opened at the same time.
Beer consumption is evolving towards high-end, scenario-based, and social-oriented. Lionk Lion King Restaurant & Bar will be based on *** to establish a multi-store, full-time design to adapt to different consumer groups. Through innovative experience, use different consumption scenarios to impress consumers. Shen Changliang, deputy general manager of Beijing Yanjing Beer Co., Ltd. and chairman of Beijing Lion King Xinyan Commercial Management, expressed his understanding of craft beer bars.
Lionk Lionk Restaurant & Bar is a typical catering terminal with craft beer as the core product and entertainment and social networking as the scene orientation. Cai Xuefei, a wine marketing expert, said that Yanjing Beer's layout of such stores is more about enhancing its high-end brand image and enhancing consumers' product experience through more diversified and rich scene consumption. At the same time, a series of community activities are carried out in stores to enhance the interaction and stickiness of brand fans.
When talking about the original intention of building Lionk Lionk Restaurant Bar, Zhu Yifeng, general manager of Beijing Lion King Xinyan Business Management of Yanjing Group, said that consumption in all fields of China's consumer market is gradually upgrading, in order to meet consumer demand and fill the gap of high-end beer in Yanjing Beer, Yanjing Group has specially launched Lion King high-end craft beer. In the future, Lionk Lion King Restaurant & Bar will be built into a fashionable craft beer social space that young Chinese consumers like.
It is understood that in addition to the layout of catering channels to open Lionk Lion King Restaurant Bar, Yanjing Beer has also previously laid out community channels and launched Yanjing No. 9. As of August 10 this year, Yanjing No. 9 has realized the rapid layout of the brand in the country through joining, and has more than 500 stores nationwide.
In fact, many craft beer brands are currently using offline and social networks to launch some high-end products for consumers within a few kilometers of the community. Beer expert Fang Gang said that in the future, in addition to craft brewing, beer marketing will also show the characteristics of community.
When Yanjing Beer rapidly expanded its catering and community channels, other brands did not slack off. In September this year, Carlsberg, the controlling shareholder of Chongqing Beer, made an in-depth layout of the "Jing A" craft beer bar through capital. Regarding the layout of catering channels, Chongqing Beer said that the injection of "Jing A" into Chongqing Beer this time is conducive to the company's development of craft beer product distribution business and craft beer brand influence. In 2022, Tsingtao Beer Time Coast Craft Beer Garden will be opened, bringing the brewery to the dining table, integrating diversified immersive interactive experiences such as production, drinking, dining, and performance, so that consumers can achieve the best immersive experience.
In fact, Tsingtao Beer Time Coast Craft Beer Garden is not the first time that Tsingtao Beer has laid out a restaurant and bar format. As of the end of 2022, Tsingtao 1903 Tsingtao Beer Bar, which Tsingtao Beer previously built, has covered 62 cities in 23 provinces and cities across the country.
The layout of restaurants and bars allows enterprises to better get close to consumers, understand and meet consumer needs. Zhu Junhai, chairman of Tsingtao Beer Culture Communication, said that the consumption concept of pursuing "cost performance" in the past is being reshaped by young people, and the "love-price ratio" of paying for feelings, love and uniqueness has become the key word of trendy consumption.
How to drink Young people have the final say
With the popularity of craft beer in recent years, craft beer-themed restaurants and pubs have sprung up. Behind this is the release of consumption energy of young people. According to public data, in 2021, the proportion of Chinese tavern consumers aged 18-24 and 34 years old will reach 273%。
The emergence of craft beer bars has met the diversified consumption needs of young consumers. Xiao Zhuqing, an expert in consumer goods marketing in China, believes that the restaurant and bar format can meet the consumption needs of young consumers for social and leisure attributes, and at the same time allow companies to communicate with consumers in close proximity. Help enterprises quickly complete new product listing packaging testing, brand tonality testing, and first-class testing.
In the past Halloween, "Jing A" and Lionk Lion King Restaurant & Bar have launched Halloween activities that cater to young consumers. "Jing A" prepared a "stinky drunkard**" for consumers on Halloween this year, priced at 298 yuan, including 1 hamburger, 1 fried chicken, 1 salad and 2 cups of special beer. It is worth noting that the "Jing A" Longfuji store also launched a Halloween-themed party on the eve of Halloween to attract young consumers to interact and participate.
Lionk Lion King Restaurant & Bar launched two Halloween models during Halloween, priced at 88 yuan and 238 yuan respectively, and provided consumers with free horror paintings on the day of the event. At the same time, Lionk Lionk & Bar also offers a Halloween limited edition special autumn beer.
In fact, the restaurant and bar format offers many opportunities for traditional beer companies to reach younger consumers. On Valentine's Day, Thanksgiving Day, New Year's Eve and other time nodes, restaurants and bars will launch related activities and provide consumers with special beers. During large-scale events such as football and basketball, restaurants and bars have been transformed into a good place for young consumers to drink and watch games.
In addition to launching activities to get close to consumers with the help of festivals, Tsingtao Beer Time Coast Craft Beer Garden launched a three-day theme activity of "Time Coast Free Life Festival" in September this year, which promotes the deep integration of festivals and cultural tourism, creates a new ecology of cultural tourism, and can also promote the development of the cultural tourism industry.
The growth of the young consumer market has brought greater development space to the restaurant bar and pub format. Lai Yang, chief expert of the Beijing International Trade Center Research Base, believes that with the iteration of wine consumers, the way of wine consumption is changing. In the past, alcohol consumption was mainly for business banquets and banquets, but now young consumers are more willing to consume in taverns. From the perspective of the market, the consumer demand for restaurants, bars and pubs is growing, and the market has more room for development.
Looking at the various craft beer bars***, it is not difficult to find that in addition to traditional festivals, many craft beer brands will also participate in market activities that young consumers like. In May this year, the Beijing Craft Beer Festival was held in Beijing's Shougang Park. It is understood that the Beijing Craft Beer Festival has a total of more than 100 brands and 500 products for consumers to drink.
Crossroads: Break the circle or fall behind
For traditional industrial beer enterprises, the layout of catering channels is not only close to young consumers, but also seeking new growth points for enterprises. Restaurants and bars provide consumers with a place to relax and socialize, and also provide a platform for beer companies to showcase their products and promote their brand image.
Consumers are gradually understanding products to understanding categories, and craft beer restaurants and bars are getting closer to consumers with unique scene-based consumption. Shen Changliang said that in the future, Yanjing Beer will take the concept of "innovative space consumption scene" as the concept and build hundreds of Lionk Lionk restaurant and bar lines across the country, so that consumers can immerse themselves in the unique cultural charm of craft beer, and at the same time, let the craft beer industry integrate with other formats and accelerate the breakthrough of craft beer.
The catering channel still occupies half of the entire consumer market, which puts forward higher requirements for traditional beer companies to enter the market. Fang Gang said that enterprises need to do a good job in cultivating consumers in catering and barbar channels, so that they can carry out better marketing actions in the mass market in the future.
In fact, traditional beer companies can more intuitively understand consumer needs and preferences by laying out restaurants and bars, and launch corresponding products. In response to investors' questions about the target group of Yanjing Bajing Craft Beer, Yanjing Beer said on the investor interactive platform that Yanjing Beer actively embraces the consumption trend, accurately aligns its products and marketing with young consumer groups, and actively adjusts its product structure and upgrades its brand matrix.
Different from Yanjing Beer's youthful products, Chongqing Beer further gets closer to young consumers by sponsoring the first-class variety shows that young consumers pay attention to and the rappers that young consumers like.
It is understood that in the first half of the year, Lebao Beer kicked off by creating the Spring Festival IP activity of "auspicious time travel", continued to implement first-class marketing, sponsored the "China Rap Showdown" variety show, and united many rappers to launch a number of singles, and continued to strengthen the connection between Lebao and young consumers.
Catering to the changes in consumer preferences and launching products that meet consumer needs has become one of the important strategic layouts of traditional beer companies to get close to young consumers. Zhu Junhai said that based on the aesthetic and quality requirements of current consumers, young consumers' demand for beer is reflected in the high quality, high appearance, diversification and freshness of the product side, and the social atmosphere, entertainment interaction, ritual sense and freshness of the scene side. Therefore, consumers need more than just a bottle of beer, but also creativity from the product to the scene.
For traditional beer companies, it is not easy to cultivate young consumer groups. Industry insiders said that traditional beer companies cannot only rely on craft brewing, restaurants and other forms of transformation to transform. It is necessary to truly understand the preferences of young consumers, so as to continuously innovate and upgrade products. The form of craft beer bar provides enterprises with the opportunity to get close to consumers, and enterprises need to seize the opportunity to truly "enter" the hearts of young consumers.