Xiuwen Zhao
Marketing Talks
Brand Director, Chinese Brands Department
China Resources Snow Breweries

Xiuwen Zhao is currently the Brand Director of China Resources Snow Breweries' Chinese Brands Department. She is fully responsible for the development and promotion of the mid- to high-end Snow Brewery brand promotion strategy, including the marketing campaigns of its national classic beer brand Brave the World, the rejuvenated core product superX, the personalized high-end Black Lion white beer and fruit beer, and the ultra-high-end Chinese culture series, and many other classic brands. She is also the person in charge of Snow Beer's innovation platform and meta-universe AI application program, taking the lead in the beer industry to open up a new way of communicating with young people with cutting-edge and pioneering marketing modes such as artificial intelligence.

Before joining CR Beer, Yoven worked for Mengniu Group and a world-class 4A advertising company respectively, with rich experience in product research and media. The practice of all-round marketing and brand management, as well as her personal experience in the circle of GenZ, has become her motivation to explore the communication with consumers in order to practice in the new world.

Event Introduction
Marketing Talks
 · 06/26 (Day 2)
Growth and Beyond Growth
4.2H - Hall E
Where does Growth Come From
Laoxue on Douyin: One Scenario Mobilizes X Regional Markets

Lao Xue (Snow Beer Classic), a rising star under China Resources, achieved double-digit year-on-year growth in product sales in 2023!

In 2022, Laoxue had been viewed 1.13 billion times on Douyin thanks to the "Laoxue Challenge". The product exploded for the first time beyond its regular consumers.

In 2023, Laoxue joins hands with 70+ high-traffic restaurants to celebrate the Crayfish Festival in Wuhan, also known as a river town. A Laoxue+Crayfish template model has been built and reproduced in Shanghai, Jinan, Chengdu, Zhengzhou, and more cities.

Registering a much higher ecommerce growth rate than other beer brands and mobilizing the heavy offline channels, what has made Laoxue so successful?

Link to agenda