从一片阿胶到“现象级爆款IP”：一个百年老字号让Z世代上头的焕新之路

Core Insights - The transformation of traditional brands like Fupai Ejiao into contemporary favorites for Generation Z is exemplified by the success of the "Fulu Beast" IP, which integrates cultural elements and modern marketing strategies [1][2][6] Group 1: Brand Strategy and Growth - Fupai Ejiao aims to achieve its mission of "Fortune into Thousands of Families, Healthy Life" by implementing a strategic framework of "5+1+2+N" and a brand matrix of "1+4+N," resulting in a 65% year-on-year growth in online sales of the red iron box Ejiao and a 97% increase in offline sales of the gold standard Ejiao [1] - The brand has successfully created four product lines with over 1 billion in sales, marking a significant shift from a focus on single products to a broader emphasis on health supplements [1] Group 2: Cultural Rebranding - The "Fulu Beast" IP, inspired by the auspicious creature from the "Shan Hai Jing," has become a cultural touchpoint that resonates with younger consumers, blending traditional elements with modern aesthetics [2] - This IP has expanded beyond packaging to include cross-industry collaborations and collectible merchandise, effectively making it a symbol of contemporary "Fortune Culture" [2] Group 3: Content and Engagement - The short drama "After Becoming a Demon Empress, She Wants to Change the World," produced by Fupai Ejiao, utilizes a mix of traditional and modern storytelling to engage Generation Z, creating an emotional connection that drives consumption [3] - The narrative strategy has shifted from one-way communication about product benefits to a co-creative emotional experience, positioning young consumers as active participants rather than passive recipients [3] Group 4: Omnichannel Experience - Fupai Ejiao has developed a comprehensive growth network that integrates online and offline experiences, reaching Generation Z through diverse content strategies on platforms like Douyin, Xiaohongshu, and Bilibili, achieving over 50 million views [4] - The establishment of 5,000 "Ejiao Fresh Service Centers" and "New Seasonal Health Stores" enhances consumer engagement through immersive experiences, transforming consumption into a personalized and interactive process [4] Group 5: Global Expansion and Cultural Impact - Fupai Ejiao's revitalization illustrates that true modernization of traditional brands involves creatively translating their wisdom into contemporary language, rather than merely following trends [6] - The brand's products are now available in 18 countries, including the United States, Canada, and Australia, making "Fortune Culture" a vibrant and accessible concept for global youth [6]