At the moment of consumption grading and demographic changes, the food and beverage industry has also entered a new round of development, the industry continues to be subdivided, the category continues to innovate and iterate, and how to seize the market and find new growth points in the peak season is the opportunity and challenge faced by every brand.
The FBIF 2024 Food and Beverage Innovation Forum with the theme of "Breaking the Roll and Creating the New" was held at the National Convention and Exhibition Center in Shanghai from June 25th to 27th. Young people are unleashing strong consumption power, and Bilibili, where young and popular content is frequent, will help brands better connect with consumers.
Young and new food power, landing on the main stage
Unconsciously, the first batch of post-00s have been working for two years, and the post-90s and post-00s have landed on the main stage and become the mainstay of the consumer market. Whether it is from the data of major online e-commerce platforms or from various offline industry activities, it is not difficult to find that the preferences of young people are influencing the direction of the market.
In 2024, brands will face changes in consumption structure and trends, and new snacks and beverages will continue to appear, which strongly proves that the new era is still full of changes and increments. Young people, it is this definite market increment. Only by seizing the young new food force can we be regarded as seizing the main ground of the consumer market.
There is a series of data in the speech showing that 1 out of every 2 Chinese young people is at station B, and station B has 102 million daily active users today.
At the same time, these young users also have the characteristics of high activity, long-term retention, and strong stickiness, which is why they represent the strong consumption power of the new generation, and they are a new blue ocean that brands seeking to break the circle urgently need to reclaim.
It is not difficult to find young people, but it is difficult to get the hearts of young people
Solving the problem of where the user is, the next thing to solve is to enter the younger context, talk to them in the way they like, and do effective marketing. As a treasure platform for deep content, Bilibili continues to attract young people and influence young people's consumption trends, food and drink-related content is far more than the traditional food area, borrowing multiple forms of content media and diversified content expression, grasping the language rhythm, expression attitude, and spiritual core that young people like today, it can have a deep emotional resonance with young people today.
Moutai did brand rejuvenation, and found another way when planting grass in the cooperative brand of station B, and chose the head of the science and technology division, the UP master "Film and Television Hurricane", he took Moutai's microorganisms to the laboratory to observe its fermentation process, so as to prove that the good taste of liquor is inseparable from the hard power of science and technology.
As soon as their theme song was launched, Mixue Bingcheng caused users of Station B to create content for the second time, with hundreds of UP masters in different divisions doing content, and the cumulative number of video views reached 20 million. KFC cooperated with Genshin Impact last year, attracting a lot of young users to play online content on station B, feeding back offline drainage, and everyone spontaneously volunteered to shoot videos of the purchase path, KFC is also the TOP1 brand in the number of fans of the food and beverage industry enterprise account at station B.
Bilibili has established an in-depth cooperative relationship with the brand, provided customized marketing and promotion plans, effectively amplified the traffic value through rich and interesting linkage activities, narrowed the distance between the brand and young people, allowed the brand to reach the target consumer group more efficiently, enhanced brand awareness and favorability, and helped the brand to easily tap new growth points in the drastic changes in the consumer market, the food and beverage industry, and the dilemma of consumption differentiation, and use treasure content to create brand explosive products and achieve counterattack breakthroughs.
Create treasure content and imprint the consumer mind
On this year's May Fourth Youth Day, Tsingtao Brewery, together with Bilibili, told a story of 120 years of perseverance to younger new consumers on the occasion of the 120th anniversary of wanting to completely change its brand image.
Through the group portrait of young people's attitudes, the "exquisite spirit" of Tsing Beer was released, and the young UP master passed on the "exquisite way" of Tsing Beer, and the users of the whole site were involved in the co-creation of Tsing Beer's "Exquisite Illustrated Book", achieving a record of more than one million natural traffic, hot searches, and CCTV. The co-created short film uses the word "perseverance" to run through the brand attributes of Tsingtao Beer and the personality of contemporary young people, shouting out the attitude of "paying attention to not compromising" with young people, and also making the brand culture that has gone through 120 years directly hit the hearts of young people in their twenties, completing a positive dialogue and resonance with young users.
GOOD CONTENT AND GOOD STORIES DON'T STOP THERE, AT THE END OF THE SPEECH, HE ALSO SHARED THAT FROM JULY TO THE SPRING FESTIVAL, THERE WILL BE MANY TOP POPULAR IPS ONE AFTER ANOTHER, BILIBILI WORLD, BILIBILI MACRO LINK, QIXI PARTY, MID-AUTUMN FESTIVAL PARTY, SUPER SCIENCE NIGHT, "THE MOST BEAUTIFUL NIGHT" BILIBILI PARTY, TOP 100 UP MAIN CEREMONY, AND ......
As more and more users stay at Bilibili, it will be a new market opportunity to intervene in the young "Bilibili context" in advance, open up the language system of young people, and co-create treasure content. Choosing Station B is choosing the present of young people and the future of business.