ABI Industry News Update #5

New Forecast of Global Beer Market Rebound Sees China at the Epicenter of Growth

Global Beer Market to increase 40% by 2022

New research projects global beer market growth from $530Bn to $750Bn between 2017 and 2022 with an average annual growth of 6%.

China Beer Market to grow 84% by 2020

UBS recent research sees consumer spending on beer in the past year rise consistently across China and projects a strong growth of 28%. The firm has also raised target price for QingDao to ¥45.37 from ¥21.41.

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Japanese Beer Brands Uphill Battle in the China Market

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Recent sale of Asahi’s share of its holding in Qingdao Beer has gotten people taking a closer look at Japanese brands  plight in China. As Asahi’s CEO Izumiya Naoki explained that over 70% of China’s market are controlled by more 3-4 big manufacturers, as the market growth begins to slow down it is very hard for the brand to grow in the segment.

Caught at an awkward position Japanese brands have priced higher than some of the European import brands, but have yet to even justify their differentiation from some of the most local beers. Asahi is not the only brand that has faced challenge in China, in 2015 Suntory also sold 50% of its holding in Qingdao back to the corporation. Kirin on the other front has been growing the brand for more than 5 years in China but only account for less than 0.16% of the market.

Because of this Asahi is changing strategies. They are looking to move into the more premium category with the biggest profit margins by introducing their European brands into China in 2018, but is still under heavy competition to establish consumer base.

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Delta Communications Update #4

Lufthansa: 以德国品质回报你爱的人 (Repay your loved ones with German quality)

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Lufthansa targets Chinese business traveler with this ad. As we often talk about filial piety as one of the pillars of Chinese culture, and this spot tugs at the heart strings of sons and daughters working around the world. Their busy travels often leaves little time for parents that never gets to travel. But the cliche way of talking about treating your parents to a trip they deserve fails to land on a brand related point where the uniqueness of german quality comes into play.

 


Air France: 宫殿生活 (Palace  Living)

Air  France branded itself as bringing the romance and luxury of France into air travel, with the slogan France is in the Air. This spot also takes on the same tone of surreal visuals to showcase the luxury facilities and service to promote its premium cabins.

 

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Of course the French are expert at quality, but this pampered luxury is no longer the only kind that the Chinese audiences recognize. As Delta communicates more towards liberal minded and western educated professionals, that won’t need the plane ride to feel like a 5 star hotel, the sensible and down to earth American luxury will be a great way to capture their loyalty.

 


Emirates: Global Destinations

This spot showcases the joy of travel through Emirates diverse international destinations, with this spot accompanied by Queen’s Don’t Stop me Now.  Also embodying the spirit of global travel, Emirates unveils its new mileage program where miles can be spent at more than 2000 restaurant and hotels world wide, giving global travelers the reward they want.

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ANA: Is Japan Cool?

Japan’s local agency En-Jin has created an inspiring series of Japan travel spots for ANA. The series Is Japan Cool? Appealing to the curiosity of foreign travelers on  Japanese culture and traditions, and leaving people in awe with: Wow, Japan is so cool!.

Dou:

Traditions:

2020 Tokyo:

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Not long ago JAL has also done a series on Japanese culture and how JAL embodies what makes Japan awesome. This ANA series while also uses similar idea, but taking on a different angle by inspiring travelers to go to Japan.

 

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Japanese’s oriental beauty may be inspiring for western travelers, but for Chinese audiences there is one place that have as much charm if not more, and that is the United States of America. There are so much stories to tell about the U.S. whether it’s from an enticing travel perspective or talking about how Delta embodies the American spirit of openness. The hospitality of the south, the free spirit living spirit of the west, down to earth luxury and bustling history of the Atlantic coast. and more.

ABI Communications Update #4

Tiger Beer: 3890 Don’t let world’s tigers disappear

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There are currently only around 3890 tigers living in the wild and risks extinction from over hunting.Tiger partners with WWF to bring awareness to the issue and created a campaign that involved 8 artists from around the globe that creates art about Tigers and users and choose out of 8 designs to customize their own poster via social media page.Screen Shot 2017-09-21 at 12.21.19 PM

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Uncage, an ultimate climbing challenge

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In celebrating the unleashing of inner tigers, Tiger Beer brings a obstacle climbing challenge and  to 5 cities in China to embrace the daring spirit of Tiger Beers.

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Qingdao: Return to roots with new limited edition keg

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Qingdao brings back one of its original advertisement from the 1930s a poster with the Romance of Three Kingdoms a classic Chinese story of heroes onto a new limited edition 5L keg. Bringing back the historical ad reminds people Qingdao’s long heritage that consumers rarely knows about. Corona is also a brand with rich advertising history and cultural relevance that is worth communicating to the consumers and remind them of the nuances of Corona’s history.

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Catching the Hip Hop train

China has recently been taken over by a new wave of mass hip-hop culture with the airing of the reality talent show “The Rap of China”. Many brands like Alipay and McDonalds have jumped on board the hip-hop culture, the beer industry also follows suit with their own hip-hop creations.

Harbin Beer X MC Jin

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Harbin picked up on hip-hop early with collaboration with MC Jin and social postings of rappers giving shout out to Harbin brand. The campaign has gotten a lot of good receptions online with fans hailing Harbin’s choice for collaboration.

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The Rap of Qingdao

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