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]

转自：推广 文｜徐雅琳 第35届青岛国际啤酒节崂山会场啤酒交易所前，环形屏幕上，荔枝果啤的价格从11元跳至10.1元，来自 济南的大学生张帆抢先接满一杯的果啤："十分钟降了10%，跟炒股似的，这杯省了九毛钱。" 这是崂山会场每日的真实场景，自7月18日启幕以来，崂山会场每日涌入数万游客，而往年"啤酒节等于 高消费"的固有印象，正被崂山会场的"平价、优惠"所打破。 "以前觉得啤酒节消费高，今年特意带家人来体验，没想到这么实惠！"东北游客李女士的感慨道出了众 多市民和游客的心声。她没有想到，第35届青岛国际啤酒节崂山会场彻底颠覆了"节会=高消费"的传统 印象。 "我们平价推出50多种酒品饮品，90多种菜品。"中凯餐饮管理有限公司前厅经理孙海燕介绍道，"特别 推出4种崂特啤酒68元每人畅饮活动，青啤更有5种半价销售。"这一极具吸引力的举措，极大地降低了 游客畅饮啤酒的门槛，使得"开怀畅饮"不再是高消费的象征，而是啤酒节上可轻松实现的快乐体验。 本届青岛国际啤酒节崂山会场打出"平价惠民"王牌，通过创新供餐模式、统一价格管控、推出亲民套 餐，让这场国际性节庆真正回归"市民节"本色。 舌尖上的平价狂欢 "'崂特'啤酒无限 ...

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]