Core Insights - The brand image and narrative favored by Chinese consumers have significantly changed over the past two years, with a preference for mature, reliable, and approachable brands over cold and serious ones [2][5] - In the current competitive environment, brands must innovate by understanding long consumption cycles, exploring differentiated consumer needs, and creating emotional resonance to succeed [2][8] Brand Innovation Trends - Over the past decade, many brands in key global markets have opted for product line extensions, such as new flavors and packaging, rather than breakthrough innovations [4] - The Chinese market has seen a rapid increase in brand collaborations, with the number of brands engaging in IP collaborations reaching levels similar to the more mature Japanese market within five years [4][5] Consumer Engagement Strategies - Brands can maintain longevity by utilizing social marketing to engage consumers emotionally, as seen in the example of Japanese instant noodle brands innovating through marketing strategies that resonate with younger audiences [5][8] - Emotional resonance is becoming a key breakthrough point for brand innovation, transcending age demographics and tapping into broader consumer sentiments [8][9] Emerging Consumer Segments - The Alpha generation, aged 0 to 15, is being studied for their unique consumption habits, showing a preference for emotional and aesthetic values over traditional metrics like academic performance [9] - The concept of "childlike fun" is expanding beyond the younger demographic, appealing to a wider audience, including adults and seniors, as evidenced by the 41% of theme park visitors being non-children [9]

Core Insights - The fast-moving consumer goods (FMCG) industry, particularly the snack food sector, is experiencing rapid changes and intense competition, with many small brands and private labels gaining market share while established brands struggle to maintain sales [1][2] - Oreo, a classic brand with over 20 years in China, continues to thrive amidst this competitive landscape, maintaining a strong presence and stable growth even in discount stores [1][2] Group 1: Brand Innovation - Oreo's recent product launches, such as the "Seeking Flavors from All Directions" series, reflect a deep exploration of local culture, with flavors inspired by regional preferences [2][4] - The brand's innovative packaging, featuring ancient poetry, transforms the unboxing experience into a cultural exploration ritual, enhancing the product's appeal [4] - Oreo's creative approach includes limited edition products that serve as cultural symbols, allowing consumers to connect with regional identities through snacks [5][8] Group 2: Marketing Strategies - Oreo's marketing strategy effectively taps into the current trend of cultural consumption, turning snacks into mediums for cultural expression and connection [5][10] - The brand's collaborations, such as the partnership with Coca-Cola, address the social dynamics of the post-pandemic era, encouraging young consumers to engage in social interactions [12][15] - Oreo's limited edition products are not merely gimmicks but resonate with consumers' emotional needs, providing a sense of connection and exploration during uncertain times [16][19] Group 3: Brand Philosophy - Oreo's core philosophy of "playing together" remains central to its brand identity, guiding its marketing and innovation efforts [20][23] - The brand's continuous innovation reflects a balance between adapting to market trends and maintaining its foundational values, ensuring long-term relevance [21][23] - Oreo emphasizes the importance of emotional resonance over mere consumer trends, aiming to create lasting connections with its audience [23]