年货C位锁定！拆解乐事新春“硬通货”流量密码

Core Insights - Lays is positioning itself as a leading brand in the snack food sector by aligning its product offerings with the cultural significance of the Chinese New Year, thereby creating a strong emotional connection with consumers [2][6][7] Group 1: Product Strategy - Lays is launching new products for the 2026 Spring Festival, including "Fu Le Bucket" and "Gold Brick Good Luck" gift boxes, designed to cater to various consumer needs during the holiday season [2][3] - The new product line features festive packaging and flavors that resonate with traditional Chinese New Year themes, such as "Great Fortune" kumquat flavor and "Rising Higher" bamboo flavor, enhancing consumer appeal [3][5] - The product range includes portable options for travel and larger family-sharing sizes, ensuring versatility for different consumption scenarios [5][6] Group 2: Market Penetration - Lays has established itself as a staple in the Chinese New Year celebration, with its products becoming synonymous with festive gatherings and gifting, thus enhancing brand recognition [6][7] - The brand's strategy involves deep insights into consumer behavior and cultural nuances, allowing it to create products that meet real consumer needs during the holiday season [3][8] - Lays' emotional branding, such as the association of its products with joy and celebration, has made it a preferred choice for consumers during the festive period [6][9] Group 3: Channel Strategy - Lays employs a comprehensive channel strategy that includes exclusive flavors for specific retail channels, enhancing the brand's visibility and appeal in various market segments [6][7] - The brand's focus on creating a seamless shopping experience through effective product placement and promotional materials supports sales efficiency for distributors [9][10] - By addressing the complexities of terminal operations, Lays facilitates smoother distribution and enhances the likelihood of sales success during peak seasons [10][11]