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Tsingtao Beer has achieved excellent performance in overseas market in the past year: 12% year-on-year growth in its overseas market, 8% year-on-year growth in western European market, 14% year-on-year growth in Latin American market, and moreover, a 45% boom in Asia-Pacific market. Its achievements are stunning in a continuous shrink of global beer market.

The strong sales growth amid market downturn, however, does not fully show the ambition and ability of Qingdao beer in internationalization. “Us going to foreign countries and international markets are not for selling beer,” said Tsingtao Beer company president Sun Mingbo. “We have just one goal, which is to build Tsingtao Beer into a world famous Chinese beer brand.”

Tsingtao Beer has unique processing logics and development path of internationalization, which is different from many other companies, because of such outstanding brand positioning. It also enables Tsingtao Beer to proceed with in-depth reform of its own. (Duan Xiaodong)