不按常理出牌，王小卤抽象“转鸡”快乐迎新年

Core Insights - Wang Xiaolu has successfully created a unique brand image by launching the abstract and quirky "Zhuan Ji" IP, resonating with young consumers during the Lunar New Year season [1][16] - The brand's marketing strategy focuses on emotional connection and social engagement, utilizing creative content to capture the attention of the target audience [2][16] Marketing Strategy - Wang Xiaolu produced three distinct and engaging creative videos for the "Zhuan Ji" IP, which quickly gained popularity on social media, leading to user-generated content and widespread sharing [2][4] - The brand's approach emphasizes a user-centric content strategy, integrating humor and relatability to enhance brand visibility and engagement [2][16] Social Media Impact - The hashtag ChiJiZhuanJi related videos surpassed 46 million views across platforms, showcasing the viral nature of the campaign and its ability to engage users [4] - The brand's creative marketing efforts have led to significant online buzz, with the "Zhuan Ji" concept becoming a trending topic among young consumers [4][11] Offline Engagement - Wang Xiaolu has strategically integrated the "Zhuan Ji" IP into key urban locations, such as subway stations and airports, creating immersive brand experiences that resonate with daily commuters [7][9] - High-traffic flash events in 23 Wanda Plazas across 10 cities attracted over 2.5 million visitors, demonstrating the effectiveness of offline engagement in enhancing brand exposure [11] Sales Performance - The "Zhuan Ji" themed gift boxes have topped multiple rankings on Douyin, indicating strong consumer interest and sales performance during the Lunar New Year shopping season [14] - The brand's live streaming events have transformed shopping into an engaging experience, successfully converting online traffic into sales while reinforcing brand identity [14][16] Brand Positioning - Wang Xiaolu's marketing strategy reflects a shift from merely selling snacks to selling emotions, embedding the "Zhuan Ji" concept into the cultural fabric of the Lunar New Year [16][17] - The brand's unique approach to marketing, characterized by humor and creativity, has established a distinct brand identity that stands out in a crowded market [17]