Consumer Goods Industry

KMG was commissioned by China Resources Snow Breweries to conduct a study on the opportunities and strategies for establishing a nationwide brand for "Snow" beer in the Chinese market. We collaborated with the China Resources Snow Breweries team to comprehensively research consumer behavior, brand awareness, channel preferences, value appeals, and value positioning nationwide. They proposed specific strategies and recommendations to create a new generation "national brand" targeting the younger demographic. "Enjoying Growth" became the core value proposition for Snow Beer's nationwide brand campaign. As of 2019, China Resources Beer has become the world's largest beer company. This project is considered a classic in KMG strategy for the Chinese consumer goods market.