At present, in the beer industry, Staut (Shitao) beer, fruit and vegetable juice beer, cider and other special products continue to circle powder, fruit and vegetable juice health, green properties and cider contains 25 kinds of amino acids in the nutritional value of beer with unique flavor more and more popular with consumers, market share significantly increased. On the other hand, the expression of quality is often presented through the appearance value, and the new packaging design based on emotion enhances the consumer experience. In the face of the diversified, healthy and experiential upgrading demand of beer consumption, Zhu Beer co., Ltd. adheres to the structural reform of the supply side, pays attention to demand-side management, and supports the demand to drive supply with scientific and technological innovation and standardization work, and the supply creates a higher level of dynamic balance of demand.
In the independent innovation of the strength,
Provide technical support to meet the needs of consumption upgrading
Give full play to the main role of enterprise technological innovation, the annual R & D investment accounts for about 4% of operating income, as of now this year's R & D investment of 168 million yuan, an increase of 3.68% year-on-year, 106 projects in research, 44 scientific research projects to complete the project research, 48 newly authorized utility model patents, 16 newly applied invention patents, 22 utility model patents, continue to enhance the technological innovation capabilities of enterprises. Deepening the in-depth integration of production, education and research, there are 9 existing high-tech enterprises, 6 of which have signed industry-university-research projects with the China Food Fermentation Industry Research Institute to jointly carry out cutting-edge technology research in the beer industry, of which the overall technology of "Molecular Analysis and Prevention and Control Of The Characteristics of Microbial Flora Difficult to Cultivate in Beer Production" has reached the international leading level. Promote the transformation of scientific and technological achievements, complete the development of 8 products and quality upgrades, Snowball Belgian Spirit Beer won the Green Drink Award for new wine products, the 2020 CBC China International Beer Challenge Two Star Tianlu Award, Snowball Beer was selected into the List of Innovative Consumer Goods by the China Light Industry Federation "Guidelines for Upgrading and Innovating Consumer Goods (Light Industry The Seventh Batch)", and Pearl River 0 Degree Beer won the 2020 Guangdong Provincial Food Industry Famous Brand Products.
Leading on industry standards,
The three standards that led the development have been officially released
Promote enterprises to transform core technologies into standards, which are coordinated by the Group Standard Review Committee of the China Liquor Industry Association, drafted by Zhu Beer Shares, and jointly formulated by 9 units such as China Food Fermentation Industry Research Institute, which are "Stott (Shitao) Beer", "Fruit and Vegetable Juice Beer" and "Cider", which pass the review and are released, and will be implemented from March 1, 2021. The three standards lasted 2 years from project establishment, research, drafting, discussion, solicitation of opinions, approval to approval, etc., standardized the definition and technical requirements of the three beer categories, and clearly stated and stipulated the key indicators of the product, further regulating the category market. Up to now, Pearl Beer Co., Ltd. has led or participated in the formulation of 23 national, industry and group standards to promote the healthy development of the industry.
Exerting efforts on the demand side,
Further tap potential consumer demand
Based on the domestic cycle, Zhu Beer Co., Ltd. grasps the characteristics of channel digitalization and consumer community, deeply cultivates all-field online platforms such as "traditional e-commerce platform + community e-commerce platform + content e-commerce platform + net red live broadcast platform", actively promotes the Jingdong one-plate cargo plan, has settled in 6 new retail platforms such as Qianxianhui and Meituan Preferred, and accelerated the transformation from "in-store consumption" to "store+ home consumption", and e-commerce channel sales increased by 28% year-on-year. Expand the high-end craft beer market, optimize the management and operation mode of craft brewing stores, and achieve sales volume of high-end craft beer business by 34% year-on-year. To further expand holiday consumption, together with the famous designer and well-known zodiac stamp designer Chen Shaohua, with the design of the third round of zodiac bull stamps in the "Red Bull", to create the first domestic Year of the Ox zodiac customized beer, meaning that the bull is soaring, red and red, it is planned to be released on January 1, 2021.