Core Insights - Ziyan Baiwei Chicken collaborates with Taobao Flash Sale to enhance its influence among young consumers by integrating traditional flavors into the digital entertainment space [1][3][4] - The partnership marks a significant step in Ziyan's strategy to engage with the new retail landscape and connect with the younger generation [1][6] Marketing and Channel Strategy - The participation in ChinaJoy allows Ziyan Baiwei Chicken to reach a large audience of Gen Z consumers who are highly engaged with digital culture [3][4] - The brand employs interactive marketing strategies, such as themed tasks and giveaways, to appeal to younger consumers and break down barriers between traditional food culture and modern youth trends [4][6] Sales Performance and Digital Marketing - Ziyan Baiwei Chicken's collaboration with Taobao Flash Sale has led to a significant increase in online orders, with over 4 million orders on Ele.me in July, showcasing the effectiveness of its new retail strategy [6][8] - The use of digital marketing tools and resources from Taobao Flash Sale has enabled Ziyan to effectively convert brand exposure into sales, demonstrating a successful integration of online presence and sales performance [6][9] Youth Market Engagement - The company is focusing on the "University Town Strategy" to penetrate the college market by opening stores in key areas frequented by students, thus capturing a significant share of the youth consumer market [8] - Ziyan Baiwei Chicken is continuously innovating its product offerings to meet the preferences of young consumers, including high-value meal options and enhanced delivery services [8][9] Innovative Marketing Approaches - The brand is exploring new digital marketing methods, such as live streaming on platforms like Douyin, to better understand consumer needs and enhance sales collaboration [8][9] - Ziyan Baiwei Chicken has implemented a comprehensive marketing ecosystem that combines online and offline strategies, significantly improving marketing conversion efficiency [8][9]