As the Qingdao city government fosters the development paradigm with the mainstay of manufacturing and marketing reinforcing each other, Tsingtao Brewery, a time-honored beer brand located in the city, can be seen to be a typical example of this.

On Dec 15, Tsingtao Brewery worked together with new media platform Yangshipin and produced a special TV program, inviting Olympic champions to share their knowledge about ice and snow sports.

On Dec 17, 2018, Tsingtao Brewery became one of the official sponsors of the Beijing 2022 Winter Olympic and Paralympic Games, after being appointed as the official sponsor of the Beijing 2008 Olympic Games.

After becoming the Olympic Games' official sponsor for the second time, Tsingtao Brewery started to integrate its own brand culture into the Olympic promotion.

During the program, the guests were invited to the production line of Tsingtao Brewery－a 118-year-old factory busy with producing the customized "Tsingtao Beer Winter Olympic Can".

The product was designed to have 15 different labels, which vividly present five official competitive events of the Winter Olympics on the can, including figure skating, short track speedskating, ski jumping and steel frame snowmobile.

English interpretations are printed on the cans to popularize the event to the public and spread the ice and snow culture and Olympic spirit.

Zhang Pei, chief brewer of Tsingtao Beer, said that the factory is capable of producing 60,000 cans per hour.

In recent years, there were more and more customized products needed on the market, which require extra design work and manpower for the trademarks, bottle caps, bottle types and packaging boxes.

Then, it would become a challenge to maintain the cost and at the same time improve the production efficiency, especially in such a large-scale production line.

Relying on various sensors, intelligent identification and data transmission, the Tsingtao Brewery factory has realized full-automatic control, intelligent operation and automatic warehousing management for every step, from raw material feeding to manufacturing and then to product delivery.

According to the company statistics, it can produce more than 20 different varieties in a single day and has improved the efficiency by 30 percent. The time spent on one kind of customized products is reduced from 45 days to 20 days.

Huang Kexing, chairman of Tsingtao Brewery, said that if an enterprise wants to build itself into a century-old brand, it must hold fast to fashion.

Facing the transformation and upgrading trends of traditional industries, the 118-year-old Tsingtao Beer embraces the industrial internet with courage and vitality, and is making efforts to become a paradigm for the beverage industry, Huang added.

A staff member works on a production line of Tsingtao Brewery. CHINA DAILY