Since the launch of "The Legend of Zhen Huan", it has swept like a heat wave and poured into thousands of households. It has not only become a cult classic for the audience, but also triggered a carnival of "Zhen Scholars" on the Internet. Recently, this craze has even spread to the snack industry, and Weilong Spicy Tiao has had a wonderful cross-border linkage with this classic IP!
By skillfully combining the classic role of "An Lingrong" in "The Legend of Zhen Huan" with the current popular "rebirth" theme IP, Weilong launched a high-profile short video, allowing this harem "incense maker" to be reborn into his own product line and become a "pomegranate artist". This interesting cross-border marketing not only quickly detonated the social network, but also realized the rapid "out of the circle" of the brand in the user group. So, what kind of brand power and marketing strategy does Weilong rely on to stand out in such a fierce market competition and make great progress all the way?
1. Capture hot spots and create "topic king bombs"
- Grasp the psychology of young people, cross-border innovation triggers topics In recent years, in the context of the fan economy, the theme of "rebirth" has quickly become the "sweet and sweet" of popular online dramas. Under this craze, Weilong skillfully linked his spicy strip products with the popular "Legend of Zhen Huan" character "An Lingrong", which is being "reborn", and creatively made this harem incense maker "reborn" into his own brand and became a "pomegranate artist". This seemingly whimsical idea not only cleverly integrates the two hottest elements of the moment, but also more accurately captures the psychological needs of young people to pursue fresh, curious and unique things, which instantly aroused heated discussions and forwards by many netizens.
- In addition to cleverly grasping the psychological needs of young people to pursue new things, Weilong's marketing also firmly grasped another market outlet - people's fanatical love for durian. Data shows that Chinese will eat 500 million durians a year in 2023, which shows that this controversial "banana-flavored" fruit has become one of the hottest topics at the moment. Weilong took advantage of the trend and launched a new durian-flavored product combined with its classic product spicy strips, which not only met the taste needs of the majority of users, but also successfully gained a lot of attention and traffic with the help of the "durian fever" in full swing. This kind of initiative and innovation has undoubtedly enabled Weilong, a traditional and old snack brand, to successfully occupy the market opportunity in advance and seize a favorable position in the industry.
- Online and offline linkage to build a three-dimensional marketing matrix Online, Weilong not only skillfully used the popularity of the IP of "The Legend of Zhen Huan", but also made full use of the most popular "stalk culture" at the moment, and implanted a large number of classic line stalks in its short videos, which successfully resonated widely. At the same time, the brand also opened an offline pop-up store called "Durian Spicy Strips", which cleverly narrowed the distance between the brand and users by facing consumer controversies and adding fun. This three-dimensional marketing matrix of online and offline linkage not only effectively attracted the attention of a large number of young users, but also laid a solid foundation for subsequent product sales and brand promotion.
2. Deeply cultivate the main categories and create industry benchmarks
- Focus on the main category of spicy strips and comprehensively deepen the product matrix As a veteran snack company focusing on the production of spicy strips, Weilong has always kept up with the development direction of the industry and focused on the leading product line. When launching new products, they not only focus on satisfying young people's yearning for new things, such as launching innovative categories such as durian-flavored spicy strips, but also are committed to enriching and upgrading classic spicy strip products from multiple perspectives, such as developing different flavors such as spicy and spicy, so as to fully meet the taste needs of consumers in different regions. This practice of focusing on the main business and continuous innovation not only strengthens Weilong's leading position in the spicy noodle industry, but also establishes the brand image of "spicy noodle expert".
Through the successful practice of this marketing event, Weilong not only showed its deep insight into the development of the industry, but also fully demonstrated its strong strength as an industry leader. On the one hand, they skillfully grasped the hot spots in the market, accurately aroused the interest of young consumer groups with cross-border linkage and innovative flavors, and successfully realized the brand's "out of the circle". On the other hand, Weilong continues to focus on its main business, continuously enriches and optimizes its product matrix, and lays a solid foundation for long-term development.
It can be said that Weilong has successfully integrated the two strategic elements of "grasping hot spots and innovating categories" and "focusing on the main business and cross-border layout", standing out in the fierce market competition and becoming a benchmark enterprise in the industry. This undoubtedly injects new impetus into the development of the entire industry, and also gives useful inspiration to other enterprises: only by keeping up with the pace of the times and continuing to innovate can we be invincible in the rapidly changing market environment and achieve sustainable development. I believe that through a brand representative like Weilong, China's spicy strip industry will be able to ride the wind and waves and continue to write a new legend!