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Zhiguo Jin Edit Profile

志国 金

entrepreneur

Jin Zhiguo is the president and vice-chairman of Tsingtao Brewery, Jin Zhiguo has led the company through an era of unprecedented growth and brand development, firmly entrenching Tsingtao beer as a household name throughout the world.

Background

Jin Zhiguo was born in July 1956, Shandong.

Education

Jin has an EMBA degree from the China Europe International Business School. He also received the degree of Doctor of Management in Qingdao University.

Career

Jin rose through the ranks of the Tsingtao Brewery and is no stranger to brand loyalty, having spent 25 years with the company. Since his early years as an assistant manager with China’s oldest and most famous brewery, Jin has demonstrated consistent strategies for success, leading to his appointment as general manager of the brewery’s Xi’an subsidiary in 1996 and eventually his appointment as general manager of the company in 2001. Jin has an EMBA degree from the China Europe International Business School. Taking the reins after a period of acquisition and expansion, Jin directed his eff orts towards the development of existing markets and branding, successfully strengthening the company profi le and establishing concrete international ties that have helped the company ensure consistent success. Under Jin’s leadership, Tsingtao has seen dramatically increased investment by Anheuser-Busch. Not content merely to ship beer for export, Jin’s strategy has included the establishment of Tsingtao subsidiary breweries throughout Southeast Asia, in locations including Taiwan and Thailand. Jin has been repeatedly acknowledged as an entrepreneurial leader and a driving force behind the development of one of China’s flagship brands.

Achievements

  • Jin has been repeatedly acknowledged as an entrepreneurial leader and a driving force behind the development of one of China’s fl agship brands. Jin’s focus on reinforcing the Tsingtao brand and developing strong marketing and branding platforms seems to be paying off , with the company showing double-digit profi t growth as it approached the Beijing 2008 Olympics. Tsingtao is an offi cial Olympic sponsor, and Jin anticipated that the Olympics would drive sales and profi ts even higher: ‘The games are an exciting event, when people are excited, they only think of drinking beer’ (Niu, 2007).