每天零时到来的时候，泰山原浆啤酒的生产线上，灌装、贴标、装箱，一系列设备启动高速运转，把发酵周期达30天之久的琼液封进或大或小的瓶中。数字化转型网www.szhzxw.cn
3个小时以后，这些刚下线的，被多地消费者追捧的饮品，就会“踏”上奔赴黑龙江、广东、北京等地的旅途，陆续抵达2300多个专营店。中午或者傍晚时分，这些虽然浑浊却口感鲜活，泡沫丰富且麦香四溢的原浆酒液，就会或急或缓地“拥抱”饮者的味蕾。
自2010年出产以来，历经12年的沉淀发酵，泰山原浆啤酒的香气，已经飘到了国内24个省和4个直辖市。如今，随着新一轮技术改造的实施和数字化、智慧化的赋能，泰山原浆啤酒的酒香，越发浓郁起来。
一、4项技术改造，提升发展质效
从山东泰山啤酒有限公司的东门进入厂区，右手边是仓储物流区，车辆进进出出，一片繁忙景象；往左手边看去，一大片高大的发酵罐矗立在蓝天下，十分惹眼。数字化转型网www.szhzxw.cn
今年以来，在原有罐体北侧的一片空地上，建筑施工正在如火如荼地进行着。这是泰啤实施的发酵罐新增项目，共建设24个发酵罐，规格都是300吨。“项目投资5430万元，预计今年12月全部建成投产。”公司市场部经理马晓珑说，“其中6个发酵罐6月份就要启用，满足我们的生产需要。”
2021年，泰山原浆啤酒的销量是13万吨，比2020年的销量增长了30%还多，这是泰啤连续第5年实现两位数的增长。这在全国啤酒企业中，算得上是独树一帜。“这份成绩的取得，除了我们主打差异化产品的战略决策之外，最主要的就是数字化、智慧化战略的推进，和不断进行技术改造。”马晓珑说。
按照计划，泰啤今年要进行4项技术改造，以实现更好的经济效益、社会效益、生态效益。除了发酵罐新增项目，其他3项分别是二氧化碳回收系统项目、4万瓶/小时生产线项目，以及生产线验瓶机、无压力链条技改项目。数字化转型网www.szhzxw.cn
“技改项目总投资超1亿元。”马晓珑表示，以二氧化碳回收系统项目为例，啤酒的口感、新鲜度主要通过无氧控制来保证，二氧化碳又是无氧控制最基本的保证。“系统投入使用后，能有效促进泰山原浆啤酒口感的提升和新鲜度的保持，是保证产品品质的有力臂助。”
二、数字化与智慧化服务生产和消费
4月24日，泰啤在公司内部进行了一场SAP系统培训会，公司包装部经理张爱军认认真真地把“教材”看了好几遍，上手之后连连说“方便”。
“这个系统叫‘泰啤商家助手’，能实现专营店与我们生产的直接对接，方便我们按需生产。”张爱军表示，这个系统的上线，改变了以往“门店——地区经销商——销售部门——生产部门”的沟通方式。“减少了中间环节，数据在线查看。”他说，“消费者通过手机下单，门店通过手机要货，我们则根据系统上的数据组织生产，快捷明了。”数字化转型网www.szhzxw.cn
SAP系统的推广使用，是2021年泰啤实施的“泰跃计划”中十分重要的一个环节。“计划的最终目的，是实现泰啤业务的在线化、用户的数字化和运营体系的智能化。”马晓珑说，“我们通过构建泰啤数字化中台基座，助力‘千城万店’战略，同时服务企业生产，助推线下门店营销能力升级，培养线上消费者自助服务的习惯，实现泰啤可持续经营。”
泰啤的数字化转型，并不局限于SAP系统。在生产环节，来自德国、意大利和国内主流品牌的生产设备，让公司的品质保证、自动化水平、智能化管理提升等都做到了国际前列。“2017年，我们的包装生产线又引进了3台机器人，自动化程度很高。”张爱军说，“机器人上线之后，为我们节省了20个劳动力，而且安全性大大增加。”
现在，张爱军的生产压力比以前大了很多，但他的信心反而更足了。“新上的4万瓶/小时生产线，一小时能完成3000多箱啤酒的灌装，一年下来能增加10万吨产能。”他说，“今年我们的生产目标是20万吨，若没有数字化生产加持，这个目标就真只是个目标了。”数字化转型网www.szhzxw.cn
三、自研智慧物流系统 啤酒与时间赛跑
新鲜，是泰山原浆啤酒的底色，也是它与其他啤酒竞争的最有力元素。但仅有7天的保质期，总不能花在路上就三四天，消费者等得心焦不说，啤酒口感也会下降，所以物流保障是至关重要的一环。
4月24日15时36分，出差前的公司物流部经理刁晓君，打开TMS系统，对当天出发的运输车辆进行追踪。“订单号2204230023，目的地是临沂兰山、莒南和临沭，现在显示‘已签收’，说明当地的三个专营店已经收到货，并且司机已经开始返回。”刁晓君说。
TMS系统，业内统称“物流运输管理系统”，包含订单管理、配载作业、调度分配、GPS车辆定位、车辆管理、人员管理等模块。刁晓君表示，由于泰山原浆啤酒采取的是专营模式，全国2300多家店面每天的需求品种、数量等各不相同，就需要更为精细化的运算。“市场上的TMS系统并不能满足我们的需要，因此我们自己研发了一套系统。”他说。数字化转型网www.szhzxw.cn
这套系统的好处在于，每个门店当天提报原浆啤酒的数量，哪怕只有一箱，第二天也能及时收到货物。“系统会根据门店地址和货物数量，匹配车辆运力，在线派单。”刁晓君说，“后台人员根据车辆和司机情况进行确认。司机在运输途中可以随时根据路况更新状态，比如道路堵车或者遇到检查，他可以拍照后上传系统，我们和门店都能看到实时状态，就能更科学安排后续工作。”
刁晓君说，这套系统还在不断开发完善中，他们的目标是实现从“当日达”到“准时达”。而且，在未来的泰山啤酒智慧物流园区项目建设过程中，这套系统也会发挥极大的作用。“可以预见的是，不久的将来，进出工厂的所有物流车辆，都能实现线上预约、调度，真正达到数字化月台管理的水平。”他说。
四、优化线上推广 千万会员全域运营
好的销量，离不开好的品牌；好的品牌，离不开好的推广。作为泰山脚下的本土企业，泰啤既无法支撑在全国多地进行买店式营销，也不能固步自封，仅仅针对本土市场开发产品。
线上推广，是泰啤2014年以来持之以恒的营销“秘诀”。而作为回报，数以千万计的“浆丝”，已经成为泰山原浆啤酒多种产品的重要客户群。
“其实算起来，我们是比较早拥抱数字化的。”公司新媒体运营负责人徐天奇说，“2012年3月6日，我们注册了泰山啤酒的微博账号，后来又注册了微信公众号，再到后来的抖音等短视频平台，用户从0开始，慢慢积累到10万、百万，一直到现在的千万量级，我们的‘浆丝’队伍越来越庞大。”
徐天奇说着打开微博，登录“泰山原浆啤酒”账号，能看到上面有144.3万粉丝；在抖音平台，这个账号的数据是27.1万。“微信我们有几个账号，订阅总数在900多万。”她说，一开始的时候，公司通过官方账号做赠饮活动，每年的赠送数量在几万箱。“一方面能够快速吸引人群，另一方面也可以通过他们的反馈改进啤酒的口感、瓶型、包装设计等。”
目前，随着“浆丝”数量的稳定，公司的线上推广也逐渐向网上商城转变，同时悄然发生的，是“浆丝”的身份也不一样了。“在‘泰跃计划’中，我们对‘浆丝’统一进行了会员管理。”马晓珑说，“通过打通多个渠道，让他们从过去的多平台用户相互孤立无连接，到现在的融入全域用户运营。”
对泰啤而言，数字化与智慧化的实现，并不是一蹴而就的，它如同原浆啤酒的发酵，经过时间的洗礼后，散发出浓厚醇香。数字化转型网www.szhzxw.cn
无论是SAP系统的应用，还是TMS系统的完善，亦或是千万会员的网络下单，都证明着“泰山原浆啤酒”正朝着正确的方向大步迈进。如同公司董事长陈成稳所说，“只有以数字化技术为基座，才可能实现坪效革命，提升单店流量、转化率、客单价以及复购率；只有用数据赋能，才能让泰啤线上和线下信息贯通，提升整体零售的效率”。
本文由数字化转型网转载，可以关注数字化转型网公众号
翻译：
At midnight every day, the production line of Taishan raw beer is filled, labeled and packed, and a series of equipment starts to operate at high speed, sealing the liquid which has a fermentation cycle of up to 30 days into large or small bottles.
3 hours later, these just off the line, the popular drinks of many consumers, will “step” on the journey to Heilongjiang, Guangdong, Beijing and other places, have arrived at more than 2300 franchise stores. In the middle of the day or in the evening, the raw liquor, which is cloudy but fresh, foamy and full of wheat flavor, will embrace the taste buds of the drinkers.数字化转型网www.szhzxw.cn
After 12 years of precipitation and fermentation since its production in 2010, the aroma of Taishan raw beer has spread to 24 provinces and four municipalities. Nowadays, with the implementation of a new round of technological transformation and the empowerment of digitalization and intelligence, the flavor of Taishan original pulp beer is becoming stronger and stronger.
4 technological transformation to improve the quality and efficiency of development
Enter the factory from the east gate of Shandong Taishan Beer Co., LTD. On the right side is the warehousing and logistics area, with vehicles entering and exiting, a busy scene; To the left, a large, tall fermenter stood out against the blue sky.
This year, construction has been in full swing in an empty lot on the north side of the original tank. This is the new fermenter project implemented by Taibei. A total of 24 fermenters have been built, all of which are 300 tons in size. “With an investment of 54.3 million yuan, the project is expected to be fully completed and put into operation by December this year.” “Six of the fermenters will be put into operation in June to meet our production needs,” said Ma Xiaolong, the company’s marketing manager.
In 2021, Taishan’s sales volume was 130,000 tons, an increase of more than 30 percent over 2020, and the fifth consecutive year of double-digit growth.
This is unique in the national beer enterprise. “In addition to our strategic decision to focus on differentiated products, the most important thing to achieve this achievement is the promotion of digital and intelligent strategy and continuous technological transformation.” Ma Xiaolong said.
According to the plan, Taibei will carry out four technological transformations this year in order to achieve better economic, social and ecological benefits. In addition to the new fermenter project, the other three projects are the carbon dioxide recovery system project, the 40,000 bottles/hour production line project, and the production line bottle inspection machine, pressure free chain technical improvement project.
“The total investment in the technological transformation project exceeded 100 million yuan.” Ma Xiaolong said that taking the carbon dioxide recovery system project as an example. The taste and freshness of beer are mainly guaranteed through anaerobic control. And carbon dioxide is the most basic guarantee of anaerobic control. “After the system is put into use, it can effectively promote the taste of Taishan original pulp beer and maintain the freshness, is a strong arm to ensure the quality of products.”
Digital and intelligent service production and consumption
On April 24th, Taibei carried out a SAP system training meeting inside the company. Zhang Aijun, manager of the company’s packaging department, carefully read the “teaching material” several times and said “convenient” repeatedly after getting started.数字化转型网www.szhzxw.cn
“This system is called ‘Thai Beer merchant Assistant’, which can realize the direct connection between franchise stores and our production. So that we can produce on demand.” Zhang Aijun said that the introduction of this system has changed the previous communication mode of “stores – regional distributors – sales departments – production departments”. “There are fewer intermediaries and the data is viewed online.” “Consumers order on their phones, stores order on their phones. And we organize production based on the data on the system. It’s quick and easy,” he said.
The promotion and use of SAP system is a very important link in the “Taiyue Plan” implemented by Taibei in 2021. “The ultimate purpose of the plan is to realize the online business of Taibei. The digitalization of users and the intelligent operation system.” Ma Xiaolong said, “Through the construction of Taibei digital middle platform base. We help the strategy of ‘thousands of cities and thousands of stores’, at the same time, service enterprise production, boost the offline store marketing ability upgrade, cultivate online consumer self-service habit, realize the sustainable operation of Taibei.”
Taibei’s digital transformation is not limited to SAP system.
In the production link, the production equipment from Germany, Italy and domestic mainstream brands. So that the company’s quality assurance, automation level, intelligent management and so on have achieved the international forefront. “In 2017, we introduced three more robots to our packaging production line, which has a high degree of automation.” “After the robot went online, we saved 20 workers and the security was greatly increased,” Zhang said.
Now, Zhang Aijun’s production pressure is much greater than before, but he is more confident. “The new production line of 40,000 bottles per hour can fill more than 3,000 cases of beer in an hour. Which will increase the production capacity by 100,000 tons in a year.” “Our production target for this year is 200,000 tons,” he said. “Without digital production, it’s really just a target.”
Self-developed intelligent logistics system beer and the race against time
Freshness is the base color of Taishan original beer. And also the most powerful element of its competition with other beers. However, with a shelf life of only 7 days. The beer can’t be spent on the road for three or four days. Consumers will be anxious and beer taste will decline, so logistics guarantee is a crucial link.数字化转型网www.szhzxw.cn
At 15:36 on April 24, Diao Xiaojun, the manager of logistics Department of the company, opened the TMS system to track the transport vehicles departing on the day before the business trip. “Order No. 2204230023, destined for Lanshan, Junan and Linshu, Linyi, now shows’ signed for ‘. Indicating that the three local franchises have received the goods and the drivers have started to return.” “Diao Xiaojun said.
TMS system, collectively referred to as “logistics and transportation management system” in the industry, includes order management, stowing operation, scheduling and distribution, GPS vehicle positioning, vehicle management, personnel management and other modules. Diao Xiaojun said that because Taishan original beer is a franchise model, more than 2300 stores across the country every day demand variety, quantity and so on are different, need more refined calculation. “The TMS system on the market did not meet our needs, so we developed our own system.” ‘he said.
The advantage of this system is that each store can report the number of raw beer that day, even if it is only one case, the next day will be timely delivery.
“The system will match the vehicle capacity according to the store address and the number of goods, and send orders online.” “The backstage staff make confirmation based on the condition of the vehicle and the driver. During transportation, the driver can update his status at any time according to the road conditions, such as traffic jam or inspection. He can take a picture and upload it to the system. Both us and the store can see the real-time status, so that we can arrange follow-up work more scientifically.”
Diao said the system is still being developed and perfected, with the goal of moving from “same-day delivery” to “just-in-time delivery.” Moreover, this system will also play a great role in the future construction process of Taishan Beer smart Logistics Park project. “It is foreseeable that in the near future, all logistics vehicles in and out of the factory can be booked and scheduled online, truly reaching the level of digital platform management.” ‘he said.
Optimize the online promotion of the entire operation of tens of millions of members数字化转型网www.szhzxw.cn
Good sales, can not do without a good brand; A good brand cannot be separated from good promotion. As a local enterprise at the foot of Mount Tai, Tai Beer can not support in many places in the country to buy shop marketing. Nor can it be fixed in its position, only for the local market development products.
Online promotion is the marketing “secret” of Tai Beer since 2014. And in return, tens of millions of “pulp silk”, has become an important customer base of Taishan original pulp beer products.
“We’re actually early adopters of digital.” Xu Tianqi, head of the company’s new media operation, said, “On March 6, 2012, we registered Taishan’s Weibo account. And then we registered the wechat official account, and then the short video platforms such as Douyin. The users started from 0, and gradually accumulated to 100,000, million, and now tens of millions of users. Our ‘milk silk’ team is getting bigger and bigger.”
Xu Tianqi opened his Weibo account and logged in to the “Taishan Pulp Beer” account, which had 1.443 million followers.
On Douyin, the account has 271,000. “We have several wechat accounts with a total of more than 9 million subscribers.” In the beginning, she said, the company gave away tens of thousands of boxes of drinks a year through its official account. “On the one hand, it can attract people quickly, and on the other hand, it can use their feedback to improve the taste of the beer. The shape of the bottle, the packaging design and so on.”数字化转型网www.szhzxw.cn
At present, with the stable number of “pulp silk”. The company’s online promotion has gradually shifted to the online mall, at the same time, quietly, the identity of “pulp silk” is also different. “In the Taiyue Project, we have unified membership management for the Pulp Silk.” Ma Xiaolong said, “By opening up multiple channels. Let them from the past multi-platform users isolated from each other, to now integrated into the whole user operation.”
For Thai beer, the realization of digitalization and intelligence is not achieved overnight. It is like the fermentation of raw beer. After the baptism of time, it emits a strong mellow fragrance.
Whether it is the application of SAP system, or the improvement of TMS system. Or the online ordering of tens of millions of members, all prove that “Taishan original beer” is moving in the right direction. As Chen Chengwen, chairman of the company, said, “Only with digital technology as the base. It is possible to realize the flat efficiency revolution, improve the flow rate of single store, conversion rate, customer price and repurchase rate. Only by using data can Taipi connect online and offline information and improve the efficiency of overall retail.
本文由数字化转型网（www.szhzxw.cn）转载而成，来源：泰安日报-最泰安；编辑/翻译：数字化转型网宁檬树。
免责声明: 本网站(http://www.szhzxw.cn/)内容主要来自原创、合作媒体供稿和第三方投稿，凡在本网站出现的信息，均仅供参考。本网站将尽力确保所提供信息的准确性及可靠性，但不保证有关资料的准确性及可靠性，读者在使用前请进一步核实，并对任何自主决定的行为负责。本网站对有关资料所引致的错误、不确或遗漏，概不负任何法律责任。
本网站刊载的所有内容(包括但不仅限文字、图片、LOGO、音频、视频、软件、程序等) 版权归原作者所有。任何单位或个人认为本网站中的内容可能涉嫌侵犯其知识产权或存在不实内容时，请及时通知本站，予以删除。
