Former Heineken China Executive Liu Shuo Joins SNOWPLUS

Recently, sources revealed that Liu Shuo, a senior fast-moving consumer goods professional who has worked in marketing and sales management at AB InBev's global headquarters, Heineken China, and Kraft Heinz China, has joined SNOWPLUS as the national channel sales head, taking over the channel sales and consumer activation business for the SNOWPLUS brand.
 
In the first half of this year, the electronic cigarette industry has become a new hotspot, with many brands gradually entering the public eye with their financing, especially after experiencing a "capital winter" in the financial sector. The competition among electronic cigarette brands in this "new hotspot" has become particularly lively.

According to incomplete statistics, as of July this year, there have been at least a dozen financing rounds in the domestic electronic cigarette market, with total financing amounting to hundreds of millions of dollars. With the influx of capital, production technology becoming more mature, and the industrial chain continuously improving, competition in the industry has entered a heated stage. While major brands compete for online and offline channels, attracting industry talent has become key to maintaining competitive strength.

Liu Shuo was previously responsible for the marketing of the Stella Artois brand in the UK and Belgium at AB InBev's global headquarters, and has since worked at well-known companies such as Nielsen, Heineken, and Kraft Heinz, overseeing national channel sales and consumer marketing.
  Heineken Beer
AB InBev is the world's third-largest consumer goods company. According to GlobalData, based on retail sales and volume in 2018, AB InBev Asia is the largest beer group in the Asia-Pacific region, with China being its top market. Heineken, headquartered in the Netherlands, is the largest brewer in Europe and the third-largest brewer globally, as well as the number one international export brand in the beer industry.

Over the past decade, Liu Shuo has focused on designing and implementing brand portfolio strategies, channel strategies, distributor channel planning, and experiential consumer activation strategies that combine online and offline approaches, both in China and Europe. His addition aims to leverage his expertise in marketing and sales to boost SNOWPLUS's sales growth and maintain rapid market share expansion.

In mid-June, SNOWPLUS announced a financing of $40 million, marking the largest single financing amount in the electronic cigarette industry in over half a year, after which SNOWPLUS has been very active.

Since the official market launch of SNOWPLUS electronic cigarettes in April this year, this latecomer brand has quickly gained market recognition due to its unique advantages in products and channels, selling 100,000 sets in its first month (May), and achieving sustained high sales growth in July, rapidly becoming a leading brand in the industry.

The introduction of Liu Shuo, a sales management talent with rich channel experience in both domestic and European markets, reflects SNOWPLUS's market ambition and determination. It is reported that in addition to Liu Shuo, several executives with backgrounds as "sales heads for international consumer brands in China" will also join the company.