怀旧营销

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「溯味中国」端午季圆满收官|寻味端午,溯源助力食饮品牌品效跃升
Zhong Guo Shi Pin Wang· 2025-07-25 09:15
Core Insights - The "Taste of China" initiative launched by Juyuan Star Map and Douyin E-commerce focuses on "source of original flavor" to enhance brand recognition in the food and beverage industry during the Dragon Boat Festival [1][12] Group 1: Project Highlights - Trend Leadership: Top influencers emphasize "source of original flavor" through three directions: quality ingredients, cultural outreach, and scene upgrades [3] - Authoritative Endorsement: Central media's deep involvement, including the production of brand source micro-documentaries, enhances brand quality recognition [3] - Business Empowerment: The initiative includes IP-themed live broadcasts and search betting, effectively helping merchants seize opportunities and accelerate conversion [4] Group 2: Case Studies - Shede: Cultural Source, Record-breaking Live Broadcast - Core Strategy: Focus on "the beauty of cultural origins" with the hashtag PursuingTheBeautyOfOrigins, engaging multiple influencers and inviting the president to collaborate with a national gift master [4] - Remarkable Results: The official live broadcast room set a historical record for GMV, achieving effective cultural dissemination [4] - Luzhou Laojiao: Nostalgic Resonance Driving New Growth - Core Strategy: The hashtag SpecialEdition60 inherits memories of the era, leveraging the Dragon Boat Festival's popularity for the online launch of a scarce product [7] - Remarkable Results: Significant growth in the A3 demographic, with average video exposure increasing and GMV surging over 145% [7] - Jinlongyu Waipo Village Cold-Pressed Rapeseed Oil: Freshly Pressed Seasonal, Reshaping Mindset - Core Strategy: Capturing the rapeseed harvest season with the hashtag WaipoVillageColdPressedRapeseedOil, combining source live broadcasts, influencer networks, and authoritative media endorsements [9] - Remarkable Results: Total brand exposure exceeded 53.27 million, successfully attracting over ten million new users, with target audience growth exceeding 8,814% [9] Group 3: Overall Impact - The "Taste of China" initiative effectively explores cultural, emotional, and seasonal values, combining platform resources and innovative strategies to provide a quality example of synergy between brand performance and effectiveness in the food and beverage sector [12]
西安再现国营大食堂,怀旧营销手段引人误解
Sou Hu Cai Jing· 2025-07-13 06:44
Core Viewpoint - The reopening of state-run canteens in Xi'an has sparked public interest and discussions, raising questions about their relevance and connection to the past [1][3]. Group 1: Overview of State-run Canteens - Xi'an has opened two state-run canteens, namely the Anju Canteen and the Qujiang Yiju Store, which began operations on October 19 [3]. - These canteens aim to provide public welfare services to urban residents, particularly addressing the needs of an aging population and those affected by declining birth rates [3][5]. - The canteens offer a variety of products, including cooked food, vegetables, fruits, and daily necessities like rice, flour, and oil, resembling a supermarket more than a traditional canteen [3][5]. Group 2: Pricing and Competition - Pricing at the canteens is competitive, with items such as pork ribs priced at 32.8 yuan per kilogram, steamed buns at 0.5 yuan each, and fresh tomatoes at 5.58 yuan per kilogram, which are comparable to market prices [5]. - The presence of nearby supermarkets creates competition, influencing customer choices based on price, freshness, and shopping experience, which are critical for the canteens' success [5][7]. Group 3: Marketing and Public Perception - The term "state-run canteen" is used to evoke nostalgia, but it has led to misunderstandings about the nature of these establishments, which are primarily privately operated with state enterprise investment [5][7]. - The marketing strategy aims to resonate with the public's memories, but it raises questions about the authenticity and implications of using "state-run" in branding [7][10].