Because of Yanjing’s sponsorship of the Rockets, an American NBA team, it is not promoting Yanjing as a Chinese beer, but as an import beer for all Americans. They are a “Rockets” beer, identified with the whole American public, not just the Chinese or Asian American community. They get the American look for their import from the Rockets and a Chinese reflection from the indirect association with Yao Ming. A wonderful combination! This is a different position than Tsingtao, which is positioned in the U.S. market as a Chinese beer in Chinese restaurants. While Tsingtao sits in Chinese restaurants, Yanjing aims for the far larger market of American sports bars, clubs and restaurants. Over the past four months Yanjing sales are skyrocketing.
What are the things Chinese companies that want to get into the U.S. market can learn from this story?

1. The brilliant marketing strategy of Harbrew and the Rockets was born in America, not China. Yanjing just wanted distribution.......

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Title: Tsingtao Beer Improve It's Share In Usa
Approximate Word Count: 717
Approximate Pages: 3 (250 words per double-spaced page)

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