Qingdao Beer Festival achieves 23 million yuan in online sales by developing the second curve of e-commerce
2024-08-14
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China Youth Network News While deeply exploring the "beer +" platform effect including trade, culture and tourism, industry and brand, this year's Qingdao International Beer Festival began to develop the second curve of e-commerce. According to statistics, the 24-day beer festival achieved online sales of 23 million yuan.
During the beer festival, there are beer and food coupons, beer tent discount packages, Fantasy Island theme park tickets, special offers on cultural and creative products... In the "Qingdao International Beer Festival" live broadcast room of Hajiu Bookstore in Qingdao Golden Beach Beer City, the major anchors enthusiastically promote various beer festival products every day.
According to the relevant person in charge of the Qingdao Beer Festival Organizing Committee, this year, the Qingdao Beer Festival and New Oriental Culture and Tourism jointly created the Douyin Mall of the Beer Festival, and launched 10 commitments and 10 services including "high-quality ingredients" and "reasonable charges" to establish the Qingdao Beer Festival e-commerce brand. The two parties also combined the e-commerce methods of tourism and live broadcasting to deeply display every detail of the tourism products, further reduce the conversion distance, improve the efficiency of contact, and promote the tourism products to achieve the dual benefits of "word of mouth + planting grass".
In addition, the Qingdao International Beer Festival has also cooperated with domestic e-commerce companies to create the "Qingdao Yanxuan" e-commerce platform, such as the Douyin "Qingdao Yanxuan" official account, the video account "Qingdao Yanxuan" official account, and the "Qingdao Yanxuan" applet, as an online shopping platform for the beer festival. "Qingdao Yanxuan" mainly provides famous and high-quality specialties from the west coast of Qingdao, special products of the beer festival, such as Qingxi craft beer, Weiwo Hermes facial makeup set gift box, etc., and uses a variety of promotional methods to allow netizens to enjoy the benefits.
According to data released by Qingdao West Coast New Area, this year's Qingdao International Beer Festival achieved a total online sales of 23 million yuan.
Behind the e-commerce push is the slowdown in the number of visitors and beer consumption at the Qingdao Beer Festival in recent years. Official data show that in 2023, the Qingdao Beer Festival received 6.17 million visitors and consumed 2,700 tons of beer. This year's Qingdao Beer Festival received 6.36 million visitors and consumed 2,800 tons of beer.
"Although the current online revenue of Qingdao Beer Festival is relatively not outstanding, various signs show that the organizers are working hard to create a second curve of e-commerce platforms." Relevant experts from Shandong University of Finance and Economics believe that there is a ceiling on the number of people and consumption capacity participating in beer festivals offline, but there is almost huge space for sharing beer festivals online. Focusing on the second curve of e-commerce should be the inevitable choice for Qingdao Beer Festival to further "break through" and "break the circle" in its operations.
Lin Xingyu, chief consultant of Qingdao Beer Festival, also said that in the future, the online and offline development of Qingdao Beer Festival must portray itself more accurately, create its own spiritual characteristics and cultural style, and form its own cultural paradigm. (Qingxuan)
(Source: China Youth Network)