introduction
Since last year, the COVID-19 pandemic has ravaged the world, accelerating the trend of global digitalization. Under this megatrend, digital transformation is rapidly penetrating into all walks of life. Many trend research experts and institutions said that the rising Generation Z will become the leading force in the new global consumption era, truly affecting the trend of global digital development, and is more related to the explosive power of the digital era of enterprises.
Anchoring the rising new consumer group of Gen Z, laying the space for enterprises to explode in the future battlefield, more and more traditional enterprises have launched a brand rejuvenation strategy while laying out their own digital transformation. The pioneer of the cooked water category, Immachi Langji, took "Cool White Kai" as the pioneer and took the lead in opening the process of brand rejuvenation. Recently, Imam lang joined hands with Luckin Coffee to set off a round of "right taste" marketing action towards Generation Z, which strongly opened the prelude to marketing to Generation Z, brand to Generation Z, and operation to Generation Z.
Marketing to Flavor Generation Z: Cracking "Don't You Like, I Want Me to Like"
Approaching the young generation Z, one of the attitudes you can feel most is: I don't want you to like, I want me to like! For traditional businesses and brands, how to become the role that Gen Z "likes" is the biggest problem. Generation Z is known as the "digital media indigenous", from childhood contact with the Internet, mobile Internet, personality independence, the pursuit of self, love of individual freedom, the pursuit of unique thinking, they love the patriotic tide, love health, need value, both pay attention to the sense of experience and cost performance, more love social media and digital media.
To this end, Imai Lang Liangbai kai first found the most suitable content entry point for the daily life of young people, and soared along the "digital media" path of Generation Z. On October 15, Through the official Weibo platform, Jinmalang Liangbaikai opened hundreds of thousands of "cool powders" online, and even stirred up the entire coffee circle, directly CUE to the super popular self-cooling brewing coffee among young people. On October 20th, the official Weibo of Jinmalang Beverage and the official Weibo of Luckin Coffee officially announced the launch of the "Jinmalang Cool White Open × Ruixing SOE Yega Shefi" limited edition "Pair of Flavor Pie" joint gift box. The gift box design is generous and simple, with a "taste" rap song, combined with the social language and social attitude of the Z generation, from the bright-paced hip-hop music to the thirteen days of Shenzhou, from the spaceship space pressure to the multiverse Dream, the colorful taste of young people is music, is the national affair, is the world, is the universe, multi-matching, touched a strong spark, detonated the Z generation of dopamine. Tasted, brainwashed, directly into the social discourse system of young people, quickly obtained more than 250,000 on-demand.
As a result, on social media platforms, Imma lang Liangbaikai and Luckin Coffee opened the social "talk box" of young people, detonated the Weibo topic of "with your taste, you are very happy", found common hobbies and topic points with Z generation young people, and discussed the taste moments in life, which became a hot topic for a while.
The "right taste" marketing of Imabari Liangbaikai and Luckin SOE Yega Sheffield did not end here. In the first weekend after the launch of the "Taste to Taste" gift box, an offline "Right Taste" pop-up store that seamlessly connects the topic of "Right Taste" on the line quickly landed in Beijing Hopson Hui, turning the whole scene through offline punch card games, Internet celebrity blind box machines and Internet celebrity live broadcasts, attracting consumers to devote themselves to the experience of brands and products, and winning the "Right Taste" gift box through entertainment interaction and sharing.
At the same time, the popularity of offline experience, the online experience and sharing of "right taste" topics and "right taste" gift boxes from Weibo, Douyin, Little Red Book, Bilibili (Station B), as well as KOLs and Internet celebrities that young people pay attention to, are wave after wave. The "right taste" gift box co-branded with Luckin Coffee and the "healthy small square bottle" opened by Imabari Lang liangbai have successfully broken the circle of Z generation. For example, Tao Baibai Sensei, a super master of the post-90s constellation, was also involved in this "taste to taste" marketing, and shared a wave of "constellation to taste" in combination with the social embarrassment of the twelve zodiac signs.
Since the official announcement of the "right taste" joint name by Jinmalang Liangbaikai and Luckin SOE Yejia Shefei, the "right taste" joint gift box has not only sold well on the Jingdong flagship store, Tmall flagship store, Douyin small shop and Luckin Coffee APP, Mini Program and other e-commerce platforms such as Jinmalang Liangbai, but also become one of the "Luckin Tide Products" by entering the young user community of Luckin Coffee, and even entered the Ye Yiqian Taobao live broadcast room, through the "People's Good Products, Akane Pick One" special live broadcast activity, from the E-commerce shopping platform and entrance that generation Z is keen on, All-round close to the vision and life of young people.
From online topic discussion to offline experience sharing, Jinmalang Liangbaikai and Luckin Coffee provide an opportunity for Generation Z to share fashion products through cross-border marketing, and then both enter the social territory of young people, close to the life of Generation Z, and through digital marketing innovation, let the brand and products involuntarily become the one that Generation Z "likes".
Through a cross-border alliance, Jinmalang Liangbaikai and Luckin Coffee SOE Yega Shefei marketed to the taste of Generation Z, and weibo topics directly participated in the interaction of more than 26,000 people, receiving more than 81.301 million views; On the Douyin platform, there were nearly 16 million views and interactions on the topic of taste; Several rounds of online celebrity live broadcasts and live streaming with goods have accumulated more than 180 million views and exposures, and many KOLs, KOCs and netizens have participated and interacted on digital social media marketing platforms such as Xiaohongshu and Station B, with a cumulative exposure of more than 280 million.
Brand to Taste Generation Z: The need for eclectic cross-border innovation boldness
Interacting with Generation Z, we often see some classic comments and quotes, such as "wearing the most expensive mask, staying up the deepest night", "taking advantage of just thirty and standing, thermos cup to quickly brew goji berries", "drink the bitterest coffee, do the sweetest dreams", "shopping for life", and so on, it is not difficult to find that when The Z generation faces the pressure of life and work, on the one hand, by staying up late to watch dramas and play games, eating and drinking spicy to relieve stress, on the one hand, it is very clear that such a daily life will hurt the body, and the heart has long attached importance to health. And consciously or unconsciously pursue a healthier lifestyle. Their seemingly contradictory "sense of dislocation" was also released and shared by them with an optimistic attitude and self-deprecating communication.
In the face of Gen Z, their values and lifestyles are diverse and changeable, and there is no fixed formula or routine for the rejuvenation of brands. In the future, there may be no difference between youth in first- and second-tier cities and youth in third-, fourth- and fifth-tier towns, only Generation Z in parallel space; In other words, in the era of full digitalization, where there is digital coverage, there is a huge Gen Z consumer market.
Luckin Coffee and Imama lang, one is a coffee chain new retail brand with a high "Internet +" characteristic and a background in the digital era, starting from a first-tier core city; One is based on the "healthy diet" foundation of the food and beverage industry, the traditional brand that strongly attacks the first- and second-tier core cities from the sinking market, and the "right taste" of the two major brands, just like the "sense of dislocation" given to us by generation Z, has brought about the impact of brand breaking circles and cross-border marketing, and also brought incredible brand rejuvenation eclectic breakthrough demonstration.
In fact, Imaro and Luckin Coffee don't seem to be on the same track, but just like Imabari Liangbaikai and Luckin SOE Yega Sheffield Fine Freeze-dried Powder, they are born with "the right taste". Since its birth, Luckin Coffee has been pursuing the dailyization and popularization of boutique quality coffee life, just like its vision of "creating a world-class coffee brand and making Luckin a part of people's daily lives", through products and services, passing on the concept of a better life, stimulating ardent expectations for a better life, and sharing a healthy, sunny, positive and upward lifestyle; Similarly, from the day of the creation of the cooked water category, Jinmalang Liangbaikai has grasped the people's needs of "healthy drinking water", drawn innovative ways from the traditional healthy eating culture and healthy drinking water wisdom of Chinese, and through the UHT milk sterilization process to boil, dry and cool the healthy process of fully closed filling, it will inherit the thousand-year-old cooked water culture and connotation, refine it into the brand value anchor of "healthy cooked water" of Jinmalang Liangbaikai, carry out category education and market promotion, and accompany the national cognitive trend of healthy consumption upgrading. Gradually into the minds of Generation Z.
When hundreds of millions of Gen Z young people interact and connect with such brands, do you dare to easily define the consumption pattern of "Gen Z"? And this is undoubtedly the profound insight and cognition of the "Z generation" young people in the digital era before the cross-border joint branding of Immak Lang and Luckin Coffee.
Operations are for Generation Z, and digital transformation requires a zero mentality and a big picture view
As research by many institutions has concluded, the rapidly rising Generation Z will become the dominant force influencing the development of global digitalization, and they will also greatly affect the brand and market explosiveness of enterprises in the digital age.
Throughout the development history of Jinmalang Group, it has been following the development path of "becoming the most capable of making products" in the industry, led by innovation-driven, high-quality supply and creating new demand, down-to-earth, and striving for excellence, creating more new products and good products for consumers. While continuously creating high-quality explosive products, combining its own advantages with the development trend of the Internet digital age, the main consumer group of Generation Z facing the future, further carrying out deep transformation and innovation, trying to become younger, exploring the transformation and upgrading model of digital technology companies in the food and beverage industry, and creating a young and digital technology industrial group in the FMCG circle.
Since its establishment 27 years ago, Immak Lang Group has been conforming to the trend of the times, laying out in advance, and taking noodles as the precursor, gradually incorporating drinks as a fresh driving force, and developing from a single noodle company to a modern large-scale food enterprise group with noodles and drinks on the same footing. In recent years, driven by the trend of Internet technology, Jinmalang Group has made steady progress, connecting the "Internet trend" with the "advantage of Jinmalang", and opening up the connection and upgrading of the traditional retail and new retail formats of Jinmalang. This year, under the trend of global digital development and the rapid rise of Generation Z, Jinmalang Group and HUAWEI CLOUD have opened a new journey of enterprise digital transformation, and will form a "four horizontal and one vertical" digital architecture system around Jinmalang's "transaction flow", "production flow", "supply flow" and "data operation" in the next 3-5 years, supporting Jinmalang from excellent to excellent. In this critical stage of strategic upgrading for the Z generation and the future, Fan Xianguo, chairman of Jinmalang, pointed out that it is necessary to fully understand the significance of digital transformation for enterprises and build a "digital ecology", which operates in a large cycle and environment, and is continuously derived from the agricultural revolution, industrial revolution and information revolution to the digital revolution; We must have a reverence for digitalization and attach great importance to it from the consciousness; Have a zero mentality and start digital transformation.
epilogue
On the road to entering the Generation Z market, all brand marketing cognition and experience in the traditional sense will usher in new impacts and challenges in the process of digitalization. Instead of envying the fish, it is better to retreat to the network, grasp the global digital development trend, anchor the wave of the rise of Generation Z, and carry out global integration and innovation. In this regard, the cool white opening action of Immai Lang is super fast, the goal is super accurate, and the growth is super stable. In the new development cycle, the explosive power of the brand and category of Jinmalang Liangbai is completely predictable.
Source: China Net