Slide 1: Bonding with Consumers – Insights
Bonding with Consumers – Insights Huang Wei Marketing VP, APAC 1
Slide 2: Personal Introduction
Personal | Huang Wei EMBA, China Europe International Business School (CEIBS) Master of Product Management, National University of Singapore Bachelor of Civil Engineering, National University of Singapore 20 Jan. 2014 Working Location BREWED Marketing VP 2014 — present: Marketing VP, ABI APAC 2006 —
Slide 3: China beer market is very attractive
China beer market is very attractive YOUNG ADULTS in China: 5th Nation 1.3 Billion eople ~627 Million Alcohol drinkers worldwide (population) 225 Million Young Adults (18y-29y) 9 out of 10 people who consumed alcohol Beer has 90% PENETRATION in the past 4 weeks, have consumed beer. among alcohol dri
Slide 4: Our consumers are changing
Our consumers are changing PREMIUMIZATION YOUNG ADULTS BEYOND BEER DIGITAL 4 4
Slide 5: Our consumers are changing – the demand for premiumness
Our consumers are changing – the demand for premiumness PREMIUMIZATION YOUNG ADULTS BEYOND BEER DIGITAL 1 Rapid Rise of Chinese Middle Class 2 International Brands are Perceived as Premium 49% 40% Of beer drinkers Of beer drinkers associate say they are ‘international willing to try more brand’ with
Slide 6: Our consumers are changing – young adults are the future
Our consumers are changing – young adults are the future PREMIUMIZATION YOUNG ADULTS BEYOND BEER DIGITAL 6 6
Slide 7: Our consumers are changing – young adults are the future
Our consumers are changing – young adults are the future PREMIUMIZATION YOUNG ADULTS BEYOND BEER DIGITAL 1 Much More Independent-Minded 2 Passions and Experiences are and Selective Social Currency Raised with the support of devoted parents, the one Eager for new experiences. Early adopters of child
Slide 8: Our consumers are changing – passion for variety
Our consumers are changing – passion for variety PREMIUMIZATION YOUNG ADULTS BEYOND BEER DIGITAL 1 Eager to Explore more 2 the Sweet Palate Consumers want to explore new The sweet drinks are easier for female experiences, including new flavors, colors consumers, young consumers and non- and packagin
Slide 9: Our consumers are changing – the era of mobile/ content/ E-commerce
Our consumers are changing – the era of mobile/ content/ E-commerce PREMIUMIZATION YOUNG ADULTS BEYOND BEER DIGITAL 9 9
Slide 10: Our consumers are changing – the era of mobile/ content/ E-commerce
Our consumers are changing – the era of mobile/ content/ E-commerce PREMIUMIZATION YOUNG ADULTS BEYOND BEER DIGITAL 1 Mobile already the 2 Content is King 3 China, the World’s No.1 1st Screen E-Commerce Market 60% of consumers do something related to the program they are viewing via a second screen
Slide 11: Our consumers are changing – the era of mobile/ content/ E-commerce
Our consumers are changing – the era of mobile/ content/ E-commerce PREMIUMIZATION YOUNG ADULTS BEYOND BEER DIGITAL Budweiser strategic EDM content platform Harbin Strategic Cross-promotion with Ele.Me partnership with Tencent China’s biggest & fastest-growing O2O Ele.Me (Online to Offline) food del
Slide 12: Our portfolio addresses our consumers’ needs
Our portfolio addresses our consumers’ needs PREMIUMIZATION YOUNG ADULTS BEYOND BEER DIGITAL 12 12
Slide 13: Our portfolio addresses our consumers’ needs
Our portfolio addresses our consumers’ needs PREMIUMIZATION YOUNG ADULTS BEYOND BEER DIGITAL International brands = premium image More than a beer. It’s a brand of lifestyle Not just sell beer but bring the experience Serving a Great Aluminum bottle (limited edition) shows Night Out exclusiv
Slide 14: Our portfolio addresses our consumers’ needs
Our portfolio addresses our consumers’ needs PREMIUMIZATION YOUNG ADULTS BEYOND BEER DIGITAL Relaxation & Bonding Use young adults’ language to talk about our brand Digital is the key channel to find them 14 14
Slide 15: Our portfolio addresses our consumers’ needs
Our portfolio addresses our consumers’ needs PREMIUMIZATION YOUNG ADULTS BEYOND BEER DIGITAL More choices More flavors More fun More experiences Serving a Great Night Out Relaxation & Bonding 15 15
Slide 16: Our portfolio addresses our consumers’ needs
Our portfolio addresses our consumers’ needs PREMIUMIZATION YOUNG ADULTS BEYOND BEER DIGITAL Mobile can’t be missed out Design right content on right touch point Ride on the trend of E-commerce for home consumption Bring the Home the Best 16 16
Slide 17: Our portfolio addresses our consumers’ needs
Our portfolio addresses our consumers’ needs PREMIUMIZATION YOUNG ADULTS BEYOND BEER DIGITAL Serving a Great Relaxation & Bonding Night Out Serving a Great Night Out Changing the Mood Bring the Home the Relaxation & Bonding Best Food & Savoring 17 17