Success Case Study: Harbin Beer - Making an age-old brand relevant to China's Millennial male consumers

Success Case Study: Harbin Beer - Making an age-old brand relevant to China's Millennial male consumers

Published: June 2018
Publisher: GlobalData
Product ref: 298639
Pages: 19
Format: PDF
Delivery: By product vendor

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Summary

Harbin is one of the oldest and most successful domestic beer brands in China. In order to reposition the beer, AB InBev rolled out a new marketing campaign revolving around e-sports (video game events), which are popular among young Chinese Millennial consumers.

Harbin has realigned its brand message to target male consumers in the age group of 19-37 years by sponsoring e-sports events in China. AB InBev's innovative marketing strategy is claimed to have dramatically raised sales volumes of Harbin at a time when domestic sales of beer is slowing down.

Scope

• Harbin gained the first-mover advantage with its disruptive brand strategy which capitalizes on the growing popularity of e-sports among young Chinese men, and enabled the brand to connect with young Chinese consumers who are avid video gamers or spectators.
• AB InBev used the strategy to reposition Harbin Beer as a youth-oriented product, and thereby appeal to Chinese Millennial men who are willing to spend more on premium beer products.
• The company leveraged the ‘made in China’ tag and century-long heritage of Harbin beer to appeal to the appeal patriotic sentiments of consumers.

Reasons to buy

• Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.
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• Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
• Access valuable strategic take-outs to help direct future decision-making and inform new product development.



Companies Mentioned
Harbin
AB InBev

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Related research categories

By sector: Beer (in Beer & Cider)

By market: China (in Asia), China (in BRICM)


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