In 2023, the scale of China's leisure marinated food market will reach 400 billion yuan, of which the market size of marinated snacks will reach 200 billion yuan, of which spicy food has become a dietary trend for young consumers. As the world's No. 1 brand of casual lo-mei snacks, Juewei Duck Neck has opened a new round of brand renewal to further expand its market share in the snack industry to cater to a wider range of consumer groups and enhance brand competitiveness.
On July 23, Juewei Duck Neck held a brand strategy upgrade conference in Changsha. At the press conference, representatives of Frost & Sullivan Consulting and Youth Journal, a professional research organization, were invited to share the results of an in-depth survey on the consumption trend of spicy food and the people who like spicy food.
According to Sullivan, more than 60% of consumers say they like spicy food. Data shows that there are 3 billion people in the world who eat spicy food, and more than 60% of them like spicy food. Among Chinese consumers, more than 60% of people under the age of 45 like spicy food, and the post-90s generation dares to eat spicy food, accounting for 49%. In the spicy group, 57% are women and 43% are men. It can be seen that spicy taste has become a trend in the diet of contemporary young people. #无辣不欢#这一话题在抖音平台话题数据, the cumulative number of views reached 47.7 billion+.
The portrait of the spicy crowd shared by the representative of the professional research institution Youth Zhi shows that spicy is not only the stimulation of taste buds, but also the emotional value of young people's pressure release. According to the data of the Xiaohongshu platform, the spicy and specific social sharing attributes can give consumers a good relaxation and happiness. According to Meituan's platform data, it is especially popular among young people in the scenes of parties, afternoon tea, dinners and supper. According to the statistics of the tripartite organization, the snack market size will be 1.5 trillion yuan in 2023, of which the market size of heavy casual snacks will be nearly 450 billion yuan, and the spicy products of Juewei duck neck will also dominate the overall sales. Based on in-depth insight into consumers, Mr. Chen Pengfei, Chief Digital Intelligence Growth Officer of Juewei Group, officially announced the new brand symbol, brand slogan, brand IP image and the first global brand spokesperson on behalf of Juewei brand.
The new brand slogan "DareSpicy" not only highlights the taste of lo-mei led by "spicy" from the four words "fresh, fragrant, numb and spicy", but also ignites the adventurous spirit of consumers who dare to challenge themselves and dare to try new things. Dare, is a young attitude; Spicy, a carnival of taste buds. "Dare to be spicy" is a proposition, but also a positive attitude. Juewei Duck Neck hopes to ignite the joy and passion of life with young consumers in the coming days, and celebrate every moment in ordinary life.
The brand renewal of Juewei Duck Neck not only stays at the slogan level, but also launches a new super symbol and brand IP image. The word "Jue" has been upgraded to a super symbol with flames, and the dancing flames are directly reminiscent of a hot and spicy taste experience. Juewei duck neck is known for its unique spicy taste, and the flame symbol intuitively conveys this product attribute, allowing consumers to associate Juewei with the hot and spicy delicacy as soon as they see the symbol. The flame symbolizes enthusiasm and vitality, further strengthening the brand DNA of Juewei brand that dares to challenge.
Based on the brand spirit of "dare to be spicy, only to taste", Juewei has launched a new brand IP - Little Fire Duck. The design of the small fire duck continues the elements of the brand's flame, which has a very vivid visual impact. Juewei brand uses this Little Fire Duck cartoon IP image as a link to young consumers, enters the lives of consumers, and will launch the image and peripheral products of the Little Fire Duck series in the future. Bring consumers a pleasant consumption experience of product + emotion.
What surprises consumers even more is that Juewei Duck Neck officially announced the brand's first global brand spokesperson since its establishment 19 years ago - Fan Chengcheng, and also announced Fan Chengcheng's oral video, brand TVC and other peripheral materials on the spot, and at the same time deepened communication with young consumers. This also marks the official opening of a new era of brand marketing. Fan Chengcheng has attracted much attention because of a popular lyric in the rap talent show variety show "Your neck is my taste", not only instantly dominated the hot search on Weibo, Douyin, and Xiaohongshu's major platforms, but netizens also warmly called on him to endorse the exquisite duck neck. Juewei Duck Neck listened to the voice of consumers, responded quickly, and signed Fan Chengcheng as the first global brand spokesperson, renewing the brand experience with its young and handsome image.
As a leader in the lo-mei industry, Juewei duck neck has been deeply engaged in this field for 19 years. Since 2012, Juewei Duck Neck has been positioned as a "leading brand in the duck neck industry", and has developed rapidly with high-quality products and services, becoming an indisputable leader in the lo-mei industry. In 2023, Juewei Duck Neck will build an omni-channel digital and intelligent marketing system that integrates online and offline with keen market insight and forward-looking strategic layout, and lead the lo-mei industry into a new era of digital marketing through innovative explosive product creation and accurate online marketing strategies.
At the same time, while providing safe, fresh and delicious leisure lo-mei snacks and services, Juewei practices the business policy of "consumer-centric", sincerely listens to the voice of consumers, and works with consumers to innovate and change for consumers, opening a two-way rush between the brand and consumers. The strategic positioning of Juewei Duck Neck has also been upgraded from "the leader of the lo-mei industry" to "doing large-scale in a larger industry track", from "cutting cakes" to "making cakes", continuing to expand market share, capturing consumer trends, enhancing brand awareness, and achieving long-term development.