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连获国际金奖后TPM销量大增
连获国际金奖后TPM销量大增
行业数据
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食品饮料行业三得利专题报告：酒水巨头多元并进-230318（33页）.pdf
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文心一言4.0资源包及TPM配额
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行业数据
2024-11-01
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TPM销量逆势高增，2003-13年持续放量
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其它
2024-02-28
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历次TPM大会美线长协价谈判情况
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行业数据
2023-02-15
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历次TPM大会美线长协价谈判情况
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行业数据
2023-02-08
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历次TPM大会美线长协价谈判情况
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行业数据
2023-02-01
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三得利TPM啤酒销量快速增长
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行业数据
2022-09-08
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三得利TPM销量
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TPM 大单品放量，高端化起势。三得利超越札幌成为日本啤酒行业第三、高端啤酒市场第一的过程中，高端大单品 TPM 功不可没。1989 年三得利针对 B 端现饮渠道研发推出 Malt’s Premium 餐饮限定产品，2000年开始进入 C 端，2003 年正式更名为 TPM（The Premium Malt's）。TPM主攻日本高端市场，原材料选取欧洲钻石麦芽、香型啤酒花以及深层地下水进行生产，力求打造优质口感，生产方面三得利通过开发独家工艺，保留啤酒的香气和醇厚口感，降低苦味。在 20 世纪 90 年代 TPM 刚推出时，日本消费者对啤酒产品的口感偏好以清爽、易饮为主，彼时日本啤酒行业仍聚焦于朝日和麒麟两大龙头的新品对抗，TPM 啤酒由于口味较浓厚，起初并未受到市场太多关注。对高端品质的坚持，使得 2005年 TPM 成为日本首款荣获国际大赛 Monde Selection 啤酒部门特别金奖的啤酒产品，并连续三年获此奖项。TPM 的知名度由此大幅提升，销量呈现爆发式增长，从 2004 年的 60 万箱升至 2007 年的 951 万箱，2008 年超过札幌旗下 Yebisu 成为日本第一大高端啤酒品牌，同年，三得利的啤酒业务板块顺利扭亏为盈。其后，三得利在营销中不断强化其高端啤酒定位，在广告中引用“最高”、“奢侈”、“美味”等描述，提升消费者对其高端品质的认知。经过多年耕耘，TPM 在日本消费者烙下了高端形象、品牌力持续提升，助三得利在日本高端啤酒市场份额持续位居第一。
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食品饮料行业三得利专题报告：酒水巨头多元并进-230318（33页）.pdf
三得利擅于发挥自身优势建立差异化的产品策略
三得利家族掌门人均具有较强的探索创新精神
大单品驱动下三得利在日本预调酒市场优势地位明显
近年来日本葡萄酒行业销量有所下滑
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