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

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

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 InBevs 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

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1. Introduction
2. What?
3. Why?
4. Take-out
5. Appendix

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