Core Insights - The 35th Qingdao International Beer Festival has transformed beer from a beverage to an emotional partner, driven by the "emotional economy" that resonates with consumer needs for emotional satisfaction [1][2] Emotional Consumption Trends - Young consumers are increasingly willing to spend on emotional value, with nearly 30% of surveyed youth willing to pay for emotional experiences [2] - The festival serves as a platform for various demographic groups to express and fulfill their emotional needs through unique experiences [2] Innovative Experiences - The "Beer Oil Station" and "Qingdao Beer Exchange" are standout attractions, with the former allowing consumers to choose from seven different beer flavors and the latter simulating a stock exchange experience that engages visitors [4][5] - The Qingdao Beer Exchange saw over 100,000 daily visitors during peak times, indicating its popularity and engagement [4] Sustaining Emotional Consumption - The festival highlights the need for ongoing emotional satisfaction beyond the event, prompting Qingdao Beer to expand its product offerings and retail strategies [5][6] - Collaborations with platforms like Meituan for rapid delivery services have resulted in significant sales growth, with transaction volumes exceeding 1 billion yuan in 2024 [6][7] Cross-Industry Collaborations - Qingdao Beer is actively pursuing cross-industry partnerships to create a new emotional ecosystem, including collaborations with fashion brands and innovative product offerings like beer-flavored snacks and ice creams [7] - The focus on emotional resonance is seen as a key competitive advantage in the new consumption era, allowing the brand to connect deeply with consumers [7]

Core Viewpoint - The 35th Qingdao International Beer Festival at Laoshan venue has successfully transformed the perception of high consumption associated with beer festivals by implementing a "affordable and beneficial" strategy, attracting thousands of visitors daily since its opening on July 18 [3][6]. Group 1: Pricing Strategy - The Laoshan venue has introduced a pricing strategy that includes over 50 types of alcoholic beverages and more than 90 types of dishes, significantly lowering the cost of enjoying beer and food [6][8]. - Special promotions such as unlimited refills of "Laote" beer for 68 yuan per person and half-price sales on five types of Qingdao beer have made the festival more accessible [6][8]. - The festival has implemented a price control mechanism, ensuring that visitors can enjoy a variety of food and drinks at reasonable prices, with some promotions allowing for free beer under certain conditions [7][8]. Group 2: Food and Beverage Offerings - The festival features a centralized dining area with over 60 dishes across five categories, catering to diverse tastes and preferences of visitors [4][6]. - New product offerings, such as lemon-flavored fruit beer and mixed berry juice beer, have become popular among female visitors, enhancing the festival's appeal [6][8]. - The festival has also introduced themed tourism packages that combine entry to scenic spots with festival dining experiences, further promoting local tourism [8]. Group 3: Quality Control and Safety Measures - A comprehensive quality control system has been established to ensure food safety and quality, with strict monitoring from sourcing to processing [8]. - The festival's organizing committee has implemented a centralized catering mechanism, ensuring the use of high-quality ingredients and safe food practices [8]. - Safety measures include regular inspections and emergency drills to prevent issues such as price fraud and substandard products, ensuring a worry-free experience for visitors [8].

Group 1 - The 35th Qingdao International Beer Festival will introduce a new venue, the Qingdao Old Town venue (Dabao Island), opening on July 18 [1] - The establishment of the "Qingdao Beer Exchange" will enhance the unique charm of Dabao Island, known for its vibrant food culture [1] - The beer exchange will feature a self-service beer dispensing system with prices adjusted every five minutes based on transaction volume, creating a dynamic pricing environment [3][8] Group 2 - A variety of beer flavors will be available, including classic Qingdao beers and fruit-flavored options, catering to diverse consumer preferences [2] - The beer exchange aims to create a unique consumer experience, leveraging the concept of "first launch economy" to drive significant consumption growth [10][13] - The design and presentation of the beer exchange incorporate elements of Qingdao beer culture, resulting in an unexpected and novel experience for consumers [14]

Core Viewpoint - The Qingdao International Beer Festival has introduced a stock-style beer trading platform, enhancing the festival experience and attracting tourists to engage in beer trading [1][3]. Group 1: Beer Trading Concept - The newly established beer trading platform in Qingdao allows visitors to experience beer sales similar to stock trading, with prices fluctuating based on sales volume [3][6]. - Visitors can select their preferred beer flavors and observe real-time price changes on a display screen, enabling them to make informed purchasing decisions [6][10]. Group 2: Beer Offerings - Currently, the beer trading platform features 13 different types of beer, with plans to expand to 15-18 varieties during the festival [10]. - Fruit-flavored non-alcoholic beers, such as lychee and blueberry, are particularly popular, appealing to a wide demographic including children and women [10][12]. Group 3: Customer Experience - The platform provides guidance on pouring techniques to enhance the beer-drinking experience, emphasizing the importance of achieving the right amount of foam [8][10]. - An intelligent system monitors the beer's temperature, pressure, and liquid levels to ensure optimal serving conditions, contributing to a high-quality drinking experience [12].

Group 1 - The core concept of the "Beer Exchange" is to create a unique experience by displaying real-time prices and transaction volumes of 30 different beer flavors, similar to a stock market, attracting attention in the bustling Baodao food area [1] - The "Beer Exchange" is a new feature of the 35th Qingdao International Beer Festival, scheduled from July 18 to August 16, lasting 30 days, emphasizing international flair, experiential engagement, and cultural richness [1] - The integration of the "Beer Exchange" with local food offerings enhances the overall dining experience, encouraging visitors to enjoy local seafood and snacks alongside their beer selections, thus boosting the area's culinary culture [8] Group 2 - The current market trend for beer is experiencing a downward price movement, particularly noted in the Baodao food area, contrasting with the price increases observed in the Taidong Beer Exchange [3][12] - The "Beer Exchange" collaborates with a beer "refueling" station, merging visual elements of gas stations with beer services, creating a new social experience and transforming local streets into an open IP-themed playground [5] - A diverse range of beer options is available, including classic and fruit-flavored varieties, catering to different consumer preferences, with real-time price fluctuations based on purchase activity [8]