Research On Integration Strategy Of QD Beer Online And Off-line Retail

Beer is a common fast-moving consumer goods,which means the beer industry is fully competitive.With the continuous progress of technology and the rapid development of national economy,the growth rate of China's beer industry has become increasingly sluggish,even showing signs of recession.In this case,QD beer,the most influential beer brand in China,is facing the same dilemma.At the same time,as a Chinese time-honored brand enterprise,QD beer also has the problems of aging management,single sales channels and weak overseas market expansion.Online and offline retail integration has become an important issue to promote the sustainable development of QD beer and avoid recession.With the rapid innovation of Internet technology,great changes have taken place in various aspects of consumption,which requires enterprises to accelerate the pace of strategic transformation.However,in the process of online and offline integration of traditional companies,internal resistance and external pressure cannot be ignored,including the original offline channels,market environment,technological innovation,etc.The deeper the company goes,the more resistant it becomes.But without integration,there is no way to develop.Channels will continue to shrink and become extremely vulnerable.Online and offline retail channels are all desirable,and how to integrate and coexist the advantages of offline with new advances online to seize more market opportunities has become the key to the transformation and development of QD beer.This paper starts from the writing background and research purpose,combined with the current situation of China's beer industry and QD beer online and offline retail.Then collect relevant data and information,mainly by questionnaire.And analyze the feasibility,advantages and disadvantages of online and offline retail integration of QD beer.Finally,based on this,this paper puts forward QD beer online and offline retail integration strategy to achieve the ultimate goal of QD beer transformation and development.