Core Viewpoint - The article highlights the innovative marketing strategy of the local Guangdong personal care brand Qianxiang, which successfully resonates with the local culture and consumer sentiment through creative advertising, particularly the "bullet screen" bus campaign that captures the essence of summer heat in Guangdong [5][12]. Group 1: Marketing Strategy - Qianxiang's "bullet screen" bus campaign features a straightforward message that connects with the local population's experiences, emphasizing practicality over elaborate branding [5][7]. - The campaign has sparked widespread discussion on social media platforms, with residents sharing their experiences and sentiments related to the heat, thus creating a viral effect [3][10]. - The brand's approach of using relatable language and avoiding jargon has helped establish a trustworthy image among consumers [5][7]. Group 2: Cultural Resonance - Qianxiang's marketing strategy is deeply rooted in the local culture, effectively integrating elements of Guangdong's identity into its product offerings, such as the "Tea Awakening" series that reflects local tea culture [9][12]. - The brand has successfully tapped into regional customs and sentiments, such as the "live chicken parade" during the Spring Festival, which aligns with local dining traditions [9][10]. - By engaging with younger demographics through events and collaborations, Qianxiang has strengthened its presence in the community and enhanced brand recognition [9][10]. Group 3: Consumer Engagement - The "bullet screen" bus serves as a powerful medium for emotional connection, allowing consumers to express their shared experiences of the heat, thus fostering a sense of community [7][10]. - Qianxiang's campaigns are timed to coincide with significant seasonal events, ensuring that they resonate with current consumer emotions and societal discussions [10][12]. - The brand's focus on genuine consumer needs and cultural relevance has led to a deeper emotional engagement, making its marketing efforts more impactful [12].