Feldberg beer product poster

Caused by the crazy increase in the comprehensive cost of upstream raw materials, since the beginning of 2022, German beer brands have begun to raise prices one after another, achieving three consecutive increases in just over a year, bringing great challenges to the development of German beer in the Chinese market. In this context, Feldberg's breakthrough against the trend will undoubtedly bring more reference value to the Chinese beer industry under pressure.

"From January to April this year, the sales of the German beer brand Feldberg we represent increased by 1%, and then the sales will double from last year." Recently, the relevant person in charge of COFCO Famous Estate revealed. Thanks to the positive response of the famous club to the rising price tide of beer, Feldberg broke through against the trend in the challenging competitive situation and achieved "crazy" development after full liberalization.

With soaring overall costs, how can Feldberg buck the trend?

Costs remain high and continue to soar, and German beer has struggled for nearly a year or two. As early as the first half of last year, Holger Eichele, director of the German Brewers Association, publicly said that due to the rise in upstream comprehensive costs, German beer prices have repeatedly broken through the ceiling, and under this unprecedented change, the price of German beer in 2022 will eventually rise by 30%.

With soaring costs, distilleries raising prices, and the squeezed growth competition in China's imported beer market further intensifying, why did Feldberg, an agent of COFCO Famous Zhuanghui, achieve a rapid growth of 80%?

"With the empowerment of Mingzhuang Hui, Feldberg is one of the few German beer brands that insists on brand construction in the Chinese market. In the long run, the rising price of beer will bring more shares and opportunities to enterprises and wine merchants that adhere to brand operations like Famous Village Club. Zhao Pengfei, head of COFCO Mingzhuang Beer business, said in an interview.

Adhering to the spirit of long-termism, COFCO Famous Village has always adhered to the brand operation of Feldberg, and laid a solid foundation for Feldberg's contrarian rise through brand exposure, price control, consumption cultivation and other efforts.

Some senior industry insiders said that at this stage, a 40% increase in imported beer can be called a very hard work, and an increase of 50% is very rare. Feldberg increased by 1% from January to April, which shows the platform strength, operation ability and effort of Mingzhuang Club.

Five major measures to promote the construction of Feldberg branding

COFCO Famous Village understands that the operation of imported beer brands is a long-term development road, and as it enters 2023, it will also increase its investment to fight in the storm and work with partners to explore a broader market.

In response to this year's price increase trend, COFCO Famous Village said that it will do five things more firmly on the basis of the previous investment:

The first is to increase advertising. In 2023, COFCO Famous Village will not only continue to maintain aerial advertising, but also increase high-speed station advertisements offline to maximize the influence of Feldberg beer in the consumer market, and actively cooperate with instant retail platforms such as JD.com, Meituan, and Jiuxiaoer online to accurately target consumer groups and actively create momentum for Feldberg.

The second is to increase the intensity of holding tasting meetings. From May to August this year, COFCO Famous Village will pursue hundreds of tastings for Feldberg to continue to deepen consumer cultivation.

The third is to actively lay out local chains. This year, COFCO Famous Estate Club joined hands with local chain formats to increase the distribution of goods to Feldberg.

The fourth is to hold a large-scale beer festival. In 2023, COFCO Famous Village will hold a number of large-scale beer festivals in Xiamen, Fuzhou, Guangxi, Harbin and other regions and cities to further expand the brand influence of Feldberg among precision consumers.

Fifth, shorten the logistics cycle. It is understood that COFCO Famous Zhuanghui is currently actively negotiating with the China-Europe train, and in the future, on the basis of sea transportation, the freight cycle in monthly units will be shortened to 7 days, and the maximum will not exceed 14 days, so as to ensure the freshness of beer.

It is not difficult to see that under the many challenges brought by the external environment, COFCO Famous Village has always adhered to the long-term brand operation line, injected strong impetus into the sustainable development of the Feldberg brand, helped the Feldberg brand to be evergreen, and will also bring sustainable profits and broader development space to many partners.

COFCO Famous Estate said, "We hope that through our operation, the Feldberg brand can maintain an annual growth of 10% in the domestic market, we have gone through the first five years with Feldberg, and we hope to walk well with Feldberg in the next five years and more in the future." ”