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With the advent of summer, beer has become a must for consumers to spend the summer. As one of the leading enterprises in China's beer industry, Yanjing Beer has been highly concerned by the industry and consumers.

At 8 p.m. on June 5, Yanjing Beer tmall and JD self operated flagship stores launched a new product "Yanjing fresh beer 2022".


Wuzhong Huanxin comprehensive upgrade

Over the past few days, the official account of Yanjing Beer has continued to release the news of the launch of new products. A series of marketing actions have been carried out around the word "fresh". The posters of fresh idioms and spokesmen's leading posters have aroused the audience's appetite.

With the launch of marketing activities, many brands characterized by texture, innovation and high-quality raw materials have joined in, interacting with Yanjing official accounts on the new media platform, making this wave of Yanjing fresh beer 2022 listing marketing activities lively and interesting.


On June 6, with the TVC shot by brand spokesperson caixukun for the product fully launched on the new media platform, the theme of "fresh and boring" immediately captured the psychological contact of young consumers' frankness and personality, and triggered their enthusiasm for buying Yanjing fresh beer 2022.

It is understood that "fresh beer" is a special category of beer. The beer we drink everyday is also called "cooked beer" by insiders due to the restriction of sterilization technology. As early as 2004, Yanjing Beer successfully launched the first bottled fresh beer in China by adopting the aseptic membrane filtration technology and aseptic filling production method to retain the nutrients in the beer to the greatest extent, rich in a variety of amino acids required by the human body.

Yanjing fresh beer 2022 is upgraded in five aspects: raw material formula, wheat flavor, fresh locking technology, process and quality. With the arrival of summer beer consumption season and the nationwide camping fever, Yanjing fresh beer 2022 will become a high-quality choice for consumers for summer leisure.

Transformation, youth and brand image

As a beer enterprise founded in Beijing, Yanjing Beer has maintained rapid development for more than 30 years since its establishment. The refreshing and mellow Yanjing Beer has accompanied generations of consumers. It is undeniable that Yanjing Beer has also experienced adjustment for up to 7 years. In the process of brand rejuvenation and energy accumulation growth, the adjustment results of Yanjing beer are obvious to all.

On April 28, the 2021 annual report of Yanjing beer was released, realizing a beer sales volume of 3.62 million kiloliters, an operating revenue of 11.96 billion yuan, a year-on-year increase of 9.5%, and a year-on-year increase of 15.8% in the net profit attributable to the parent company. At the same time, the company's operating revenue in the first quarter of 2022 increased by 11.66% year-on-year, the total profit increased by 158% year-on-year, and the net profit attributable to the parent company increased by 100.8% year-on-.


In terms of industrial layout, in recent years, Yanjing Beer has had an insight into the changes in consumer demand, and has taken three steps from the three aspects of youth, high-end and personalization. For young people, Yanjing Beer launched "Yanjing U8 with small alcohol and great taste". The innovative pull ring bottle cap, unique aroma and rich and lasting foam have become an atmosphere item for young people. V10 refined white beer fills the gap in the market, takes the place of white beer consumers with excellent taste, positioning itself in the middle and high-end field, and bringing exquisite and superior drinking experience to domestic consumers. Snow deer beer quickly entered the personalized shopping list of young people because of the phrase "salute for youth", and became a conceptual item to promote youth passion. It can be seen that in recent years, Yanjing Beer, based on brand renewal and full coverage of different consumer groups, has continuously launched new products loved by consumers. Under the new opportunity of consumption upgrading, we will take the lead in layout and develop steadily.

How about the trademark layout of Yanjing Beer

According to the official website of the Trademark Office, Beijing Yanjing Beer Group Co., Ltd. applied for 610 trademarks from april1982 to april2022. It can be seen how strong Yanjing Beer's trademark protection is.


As for the trademark of "Yanjing fresh beer", Beijing Yanjing Beer Group Co., Ltd. applied for registration as early as October 30, 2007, and successfully applied on February 21, 2010. In addition, Beijing Yanjing Beer Group Co., Ltd. also applied for the registration of the trademark "Yanjing fresh beer", which was also successfully registered.



It is reported that the new launch of Yanjing fresh beer 2022 is based on the brand power of the product in the minds of old consumers on the one hand, and responds to the requirements of young consumers for scene consumption and fresh taste on the other hand. It can be seen that Yanjing has high expectations for the product to consolidate the old and refresh the new.

With the intensive launch of a series of measures, Yanjing Beer has obviously completed the process of early preparation. Starting from the summer of 2022, Yanjing beer is opening a new development period of quality, high-end and innovation.

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