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近期的美国《时代》杂志上报道了美国啤酒市场上的一个新动态,蓝领啤酒品牌的势头非常引人注目,作为蓝领啤酒的代表品牌——蓝带啤酒2003年销量增加了近15%。在堪萨斯市区,蓝带啤酒和美国啤酒第一品牌百威的销量比是3∶1。《华尔街日报》这样形容:蓝带的蓝领形象是一个时代的象征。目前,很多啤酒品牌有回归蓝领定位的趋势。身着边已经磨破的李维斯牛仔裤、叼着万宝路香烟、手里拿着一支蓝带啤酒、脚上蹬着 CATT 装靴,这是美国蓝领粗犷、不修边幅、强健、自由的经典形象。那么,中国蓝领群体的典型形象是什么呢?中国的蓝领品牌有何特征呢?
A recent report in the U.S. magazine Time magazine shows a new trend in the US beer market. The blue-collar beer brand is gaining momentum. Its blue-collar beer brand, Blue Ribbon Beer, increased sales in 2003 by nearly 15%. In downtown Kansas, the sales ratio of Le Cordon Bleu and the No. 1 US brewer Budweiser is 3: 1. The Wall Street Journal describes it as a blue-collar blue-collar image of a symbol of the times. At present, many beer brands have returned to the trend of blue-collar positioning. Dressed in the side of the already worn Levi's jeans, holding a Marlboro cigarette, holding a blue band beer in his hand, foot pedal CATT boots, which is the United States blue-collar rough, trimming, strong, free classic image. So, what is the typical image of China's blue-collar group? What are the characteristics of China's blue-collar brand?