Location: Qingdao
Industry: Drink
Suitable time: 0.5 Day
Founded in 1903, TSINGTAO Brewery is one of China's oldest beer manufacturers. It went public on the Shanghai and Hong Kong stock exchanges in 1993, becoming the first mainland Chinese company to list on the Hong Kong Stock Exchange. Currently the world's fifth-largest beer producer, it operates nearly 60 breweries across China and exports its products to more than 120 countries, making it one of the most recognizable Chinese brands on the international market. It was an official sponsor of the 2008 Beijing Olympic Games and the 2022 Beijing Winter Olympics. In 2025, TSINGTAO Brewery achieved annual product sales of 7.648 million kiloliters and operating revenue of RMB 32.47 billion; net profit attributable to shareholders of the listed company reached RMB 4.59 billion, setting yet another record high.
In recent years, TSINGTAO Brewery has built a comprehensive and systematic innovation engine driven by scientific and technological innovation. Focusing on product innovation, channel innovation, scenario innovation, brand innovation, and sustainable development innovation—all led by scientific and technological innovation—the company has evolved from brewing great beer to creating a better life and bringing joy to people's lives.
Guided by its mission of "Bringing Joy to Life" and upholding the century-old adage that "Good People Brew Good Beer", TSINGTAO Brewery remains true to its roots while embracing innovation, acts with integrity to achieve long-term success, and is committed to becoming "a world-class enterprise with a globally influential brand".
Gain insight into the brand development strategy, including brand positioning, communication, iteration, the "Four Degrees" and "Three Highs" brand framework.
Dig into multi-dimensional innovation practices in technology, product, production, channel, marketing and experience, and understand how innovation fuels sustainable corporate growth.
Analyze the enterprise's outstanding performance from both economic and social benefits, and learn how to balance commercial value and social responsibility.
Witness the complete beer manufacturing process on the intelligent production line, combining on-site factory sightseeing with thematic sharing to deliver immersive business learning.
10:50 – 12:00 | Thematic sharing session: Innovation-driven strategy of TSINGTAO Brewery. The sharing covers four core modules: quality foundation, brand leadership, innovation practice and outstanding performance, discussing quality management system, brand strategy, comprehensive innovation and enterprise benefits.
