The continued epidemic in recent years has further made the home economy even hotter, and consumer channel choices are becoming more online, and work and life are also becoming "cloud". Under the dual impact of the market difficulties brought by the epidemic and the changing demands of consumers, all walks of life have innovated and sought change.
Weiquan, as a veteran player in food and beverage, anchors four new consumer categories: health and wellness, self-pleasing beauty, children's nutrition and quality upgrades. Through the integrated marketing design of social + content, it explores new tracks of new channels, new models and new platforms, launches differentiated products based on consumer pain points, breaks the deadlock in consumer brands, and also creates a new brand of food research based on the values of "healthy/delicious/pleasing" of the new consumer group. The new Food Research brand is not only synonymous with experimentation and innovation, but also represents professionalism and depth. It can meet the needs of different subdivided groups and realize the diversification and innovation of the brand core.
people cargo yard 2.0 era, Weiquan brand innovation is imperative
people, goods, and places are all familiar with the concepts of people, goods, goods are goods, and places are consumption scenarios. In the 1.0 era of people and goods yards, goods were placed in stores and passively waiting for consumers to buy. Later, with the reduction of the importance of "place", and emotional needs and service experiences were superimposed, the market developed from physical stores and online stores to new social e-commerce, live broadcasts, experience stores and other multi-scenarios, and "people and goods yards" entered the 2.0 era. The food and beverage industry is also undergoing the reconstruction of the 1.0 to 2.0 era of "people-goods-place", realizing the diversification of consumption scenarios.
In the diversified consumption scenarios, new consumers have become the main consumer group at present. They pay more attention to emotional demands and personalized needs. Their demands for diet are becoming increasingly diversified and healthier. If traditional brands do not innovate and upgrade, embrace consumer demand in the new era and resonate with them emotionally, it will be difficult to open up new markets. Against this background, Weiquan's road to brand innovation and upgrading is imperative.
For Weiquan, with years of accumulation in the food and beverage industry, it has accumulated a large number of loyal consumer groups, and most of these groups are urban white-collar workers in first- and second-tier cities, with strong purchasing ability and willingness to accept new things. Weiquan is committed to providing consumers with "fresh, healthy and high-quality" products. It includes many product lines such as lactic acid bacteria, juice, yogurt, milk, coffee, etc. Thanks to the influence of the parent brand and group resources of "Weiquan", it has guaranteed product research and development capabilities and product quality, laying the product foundation for it to develop new consumer brands. In terms of consumption scenarios, Weiquan's online mainstream e-commerce and social media platforms have already been laid out, which can combine the characteristics of new consumer brands in new consumption scenarios, meet the needs of new consumers, and achieve rapid product dissemination. These all provide the basis for Weiquan to enter the new consumer brand track.
accelerates product innovation and iteration, relying on the new consumer brand to accurately market
The fulcrum behind the brand is the product. Product innovation and rapid iteration determine market competitiveness and brand development tension. As the Internet enters an era of stock competition, how should enterprises obtain new growth? How to continuously iterate the brand? The answer is brand innovation and product innovation iteration, so as to continuously adapt to the development of the times and meet the changing needs of consumers.
Weiquan has been laid out in the fields of milk, yogurt, juice, coffee, etc., and has a high popularity and market share. Bringing more brand innovation and product iteration to the new consumer group, Weiquan is based on the consumption needs of the new consumer group's health, deliciousness and self-pleasing, anchoring the four new consumer categories of health, health care, beauty, children's nutrition and quality upgrades. It deeply explores the needs of segmented people under various categories, develops sub-brands and product layouts, and combines the new consumer brand strategy to achieve precise marketing, obtains real user feedback, and quickly innovates and continues to iterate, forming a benign category and item dynamic cycle and growth model.
Weiquan is constantly developing, and always takes "leading the society to enjoy a fresh, healthy and safe food and beverage life". Weiquan's innovative products will also take this as their responsibility, return to product quality, and use innovation as the connection point to attract more users to depend on Weiquan's brand.
insight into consumer demand, Weiquan innovative marketing activates the brand's "retention pool"
is well aware of the consumer's needs, and by continuously deepening its clear insight and cognition of consumers, it better understands consumers' psychological needs and emotional appeals, and continuously accumulates brand loyal consumers. At the same time, through innovative marketing, it activates the brand's "retention pool".
taste combines the characteristics of consumers' living habits and hobbies, and "play" with young people in product characteristics, packaging, fun, emotional communication, and interactive copywriting, and using community marketing to influence users' minds. Through a series of marketing innovations, it has won a high market share, and has also been deeply loved by young consumer groups, and has accumulated a large number of loyal consumers. On this basis, Weiquan's launch of new products is conducive to attracting these loyal consumers into new products. The diversified products launched according to the differentiated needs of segmented populations can meet different consumers and deepen communication with consumers.
In addition to marketing innovation, Weiquan also conducts brand channel innovation through private domain malls and Douyin malls, achieving full channel and full scenario reaching consumers; and also achieves brand content innovation through full IP incubation.
focuses on four new tracks to expand the incremental pool, and Weiquanxin consumer brand successfully breaks the deadlock
The development of the food and beverage industry has shifted from a high-speed growth stage to a high-quality development stage. Faced with the slowdown in market growth, how to break through is undoubtedly the top priority. In this regard, Weiquan effectively communicates with new consumer groups through the four new consumer brands "Electricity", "Cute Tea", "Feature Fully Full" and "Sauce Sauce Brewing" to create emotional resonance, expand the "incremental pool" of new brands, and successfully breaks the consumer brand, allowing classic brands to be updated and maintained sustained competitiveness.
Specifically, Wei Quan focuses on Generation Z and urban white-collar workers to help them improve their minds and restore their physical strength, and launches a new functional food and beverage brand "Electricity is Coming", so as to lay out a new track for functional products. At a time when plant-based popularity, Weiquan has developed and studied more innovative plant milk tea powder products and launched a new Chinese-style tea brand "Cute Tea", opening up a new tea track for people who are seeking health. Weiquan also launched a new children's brand "Weiquan" based on the health-oriented focus of exquisite mothers and children's food market, committed to providing portable food and beverage products that children like and parents can rest assured, and laying out a new children's food and beverage track. Based on the light cooking needs of urban white-collar workers and Generation Z groups, Weiquan launched a new condiment brand "Sauce Sauce Wine", starting with simple condiments, creating a new scene of family table consumption for young people, serving real raw materials to the dining table, and becoming a soul-cooking bottle at the table.
Get young consumers to win the world. Under the guidance of the brand concept of "total care is for consumers, and every product is done with care", the smart retail industry inherits the glory of the parent brand, breaks through the new consumer brand, creates a new brand of food research, let the old food and beverage brands bloom new charm, and also let Weiquan lead people to enjoy the beauty brought by the "food life".
