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Introduce new concept of product, build new brand image, and meet different consumers’ needs
Genki Forest and Haohuanluo launched a summer limited gift box, named “Huanluo Yuanqidan”.On the day when Haohuanluo officially released the news of cooperation. The topic of #Sparkling Snail Rice Noodle# was released as well. Simultaneously, the official Weibo of Genki Forest took an action to respond to and promote the topic, further improving the popularity of brand marketing.
Genki Forest had just entered the carbonated beverage market, focusing on the selling point of "health + happiness". In 2020, consumers' health awareness of "green food" would increase by 13%, compared with last year. At the same time, consumers are more likely to choose "less salt and less sugar" for a healthy diet. Consumers’ demands for “sugar reduction” and even “sugar-free” are constantly increasing. Genki Forest is always looking for the consumers' new demand in the beverage market and introducing the concept of “sugar-free” to attract consumers’ attention.
Wangbaobao, the Internet-celebrity food, successfully entered the brewed-drinking oatmeal market with a new product positioning of "baked oatmeal". It breaks consumers' perception of traditional oatmeal (naked oats, puffed oats) in the past. With the strengthening of consumers' health knowledge, oatmeal has become a nutritional choice for more people. Especially during Covid-19, consumers defined oatmeal as the appropriate product to stock up. Oatmeal consumption in January-March 2020 had risen against the trend, compared with the last year. Also, Wangbaobao's target consumer group is mainly the female who is economically independent with a certain level of consumption. It is easy to push the product to them. Women aged 20-39 are the main consumers of the online oatmeal market. The precise positioning of the product enabled Wangbaobao to have a better selling performance than the brands like Quaker and Calbee on Tmall 618 this year, and successfully ranked among the top 1 in the cereal category.
Insist on the original brand positioning and use a more grounded approach to narrow the distance with consumers
Shu Congxuan, chairman of home original chicken, personally tore up the joint letters written by several employees who apply for no salary. He promised to try his best to ensure that 16,328 employees have food and work even if selling cars and houses.
A "Home original chicken strategic conference" was popular on social networks. The firm spent 200 yuan at a press conference in the countryside. It took only 5 minutes for Shu Congxuan to make the "Home Original Chicken" brand known to the public, and he raised his brand image and social responsibility to a higher level.
The epidemic at the beginning of last year affected all walks of life. The chairman of Home Original Chicken personally held a grounded press conference in a socialized language. The two marketing events, "Hand-teared joint letter" and "Strategy Press Conference", greatly increased the popularity and favorability of the brand. The marketing event of "Ding Ding for Mercy" also shows that, in a special period, a grounded marketing approach can not only bring consumers closer but also have a positive communication and promotion effect.
Baidu Index of Home Original Chicken
