Core Viewpoint - The launch of "Hachimi North-South Mung Bean Milk" by Joyoung has become a viral marketing success, driven by its unique packaging and naming, leading to significant sales and a surge in stock prices for Joyoung despite the product being unrelated to its core business of kitchen appliances [1][13][21]. Product Launch and Sales Performance - Joyoung's new product features a creative packaging design and is priced affordably at 29.9 yuan for 15 bags, resulting in over 10,000 orders within two hours and more than 100,000 units sold on Douyin, leading to a 45-day pre-sale period [1][13]. - The stock price of Joyoung surged to 11.06 yuan, hitting the daily limit, prompting the company to clarify that it does not produce food or beverage products [1][13]. Marketing Strategy and Consumer Engagement - The product's success is attributed to its emotional and symbolic value rather than its functional benefits, reflecting a trend where younger consumers are motivated by emotional resonance and cultural identity [13][21]. - The marketing strategy effectively tapped into the "Hachimi" meme culture, which has become a symbol of absurdity and rebellion, resonating with the target demographic [12][21]. Cultural Context and Meme Evolution - The term "Hachimi" originated from a Japanese anime and evolved into a meme associated with cats, leading to a wave of user-generated content and music that became popular on social media platforms [3][4][10]. - The combination of the "Hachimi" meme and the viral orange cat character created a new cultural phenomenon, further enhancing the product's appeal [10][12]. Consumer Behavior Insights - The phenomenon illustrates a shift in consumer behavior where individuals purchase products not solely for their utility but to express identity and engage with cultural trends [13][21]. - Joyoung's approach demonstrates the importance of aligning marketing strategies with the values and interests of younger consumers, fostering a sense of community and shared experience [15][21]. Conclusion - The success of "Hachimi North-South Mung Bean Milk" highlights the effectiveness of playful and culturally relevant marketing in capturing the attention of younger consumers, suggesting that brands can achieve unexpected success by embracing contemporary cultural narratives [21][22].

Core Insights - The collaboration between Oriental Pearl and Mixue Ice City showcases the power of meme marketing, transforming seemingly unrelated brands into partners through humor and social media engagement [1][3][4] - Meme marketing serves as a core driver for brands to connect with users, fulfilling emotional needs and creating a "partner" ecosystem [3][8] Group 1: Brand Collaboration - The partnership between Oriental Pearl and Mixue Ice City exemplifies how brands can leverage humor and memes to create engaging narratives that resonate with consumers [1][3] - Successful meme marketing requires a deep understanding of target audiences and the ability to create relatable content that fosters emotional connections [9][10] Group 2: Marketing Strategy - Brands are increasingly moving towards in-house content operations, enhancing agility and responsiveness to consumer trends [8] - The essence of effective marketing lies in balancing short-term engagement through memes with long-term brand value, necessitating a strategic approach to content creation [10][11] Group 3: Case Studies - Meituan's collaboration with "People" magazine to produce a documentary short film illustrates a successful balance between meme-driven marketing and deeper emotional storytelling [11][14] - Gujia Mattress's initiative to support underprivileged youth through soccer, while leveraging trending memes, demonstrates the potential for brands to create social value and deepen emotional connections with consumers [14][16] Group 4: Challenges and Considerations - The rise of meme marketing may lead to "meme anxiety" among brands, as they fear missing out on trends and may resort to following the crowd without a clear strategy [16] - Building a sustainable "partner ecosystem" requires brands to focus on genuine interactions, high-quality products, and long-term commitments to foster loyalty beyond fleeting trends [17][18]

Core Viewpoint - The article discusses how traditional food brands like Shuanghui and TaTa Le are leveraging internet culture and user-generated content to engage with younger consumers through their IP characters, leading to increased brand interaction and marketing opportunities [1][41]. Group 1: Shuanghui's "Top Stream Pig" - Shuanghui's new IP character, referred to as "Top Stream Pig," gained popularity on social media without any prior media presence, solely based on its packaging design [3][7]. - The brand is actively engaging with consumers by inviting them to create derivative content, suggesting names, and developing merchandise like stickers and wallpapers [7][10]. - The character has become a frequent element in Shuanghui's marketing strategy, serving as a hook for interaction with consumers [12]. Group 2: TaTa Le's "Le Le Chicken" - TaTa Le's IP character "Le Le Chicken" has a similar trajectory, gaining traction through user-generated content and brand engagement [13][16]. - The brand has embraced the creativity of its audience, allowing for modifications and enhancements to the character, which has led to a more relatable and engaging persona [13][16]. - Both Shuanghui and TaTa Le are seen as adapting to the younger demographic's preferences, utilizing humor and relatability in their marketing strategies [19][41]. Group 3: Broader Industry Trends - The article highlights a trend among food and beverage brands to utilize IP characters for marketing, with examples including Wangzai and M&M's, which have successfully integrated their characters into social media and consumer interactions [19][28]. - Brands are increasingly using humor and relatability to connect with younger audiences, as seen in the campaigns of companies like Luckin Coffee and Mixue Ice Cream [32][37]. - The success of these strategies indicates a shift in marketing approaches, where brands are not just waiting for trends but actively participating in the cultural conversation [41].

Core Viewpoint - The "Su Super" event in Jiangsu has gained significant attention, showcasing local pride and community engagement through a semi-professional football tournament that allows only a limited number of professional players per team, emphasizing local representation and participation [1][3][19] Group 1: Event Overview - The "Su Super" features 516 players representing 13 cities in Jiangsu, with teams composed mainly of university students and local individuals, ensuring a strong local identity [1] - The event's popularity is attributed to its alignment with internet culture and the playful engagement of local communities, which resonates with younger audiences [2][3] Group 2: Cultural Impact - The tournament has sparked a wave of internet memes and cultural references, with cities being humorously labeled and compared, enhancing local camaraderie and competition [2][9] - The event's marketing strategy effectively utilizes humor and internet trends to engage a broader audience, making it a cultural phenomenon beyond just sports [3][12] Group 3: Economic and Market Response - The "Su Super" has positively influenced the stock market, with related stocks like Jinling Sports seeing a 20% increase shortly after the event's popularity surged, indicating strong investor interest [17][18] - The event reflects a broader trend in China's sports industry, which is currently experiencing favorable policies aimed at enhancing sports infrastructure and promoting grassroots participation [17][19] Group 4: Future Implications - The success of "Su Super" suggests a shift towards more participatory and community-driven sports events, which could redefine the landscape of sports entertainment in China [12][19] - As consumer preferences evolve towards healthier and more engaging activities, events like "Su Super" may become pivotal in promoting sports culture and community involvement [13][19]