In the era of information explosion, people's access to information is no longer limited to traditional media, and the rise of emerging media such as self-media and short videos has broadened people's access to information. Especially as the main force of young consumption of Generation Z, the information carrier of "short and flat and fast" is more likely to be popular.
Focus on the consumption needs of The Generation Z population, so that the star group Summer Mulberry chrysanthemum remains young and vibrant. From August 12th to October 12th, Baiyun Mountain Star Group launched the #Baiyun Mountain Star Group Xiasangju Herbal Tea Festival # Video Challenge activity on Douyin, the "Gathering Place for New Generation Young People", inviting netizens to create creative, high-quality, grounded and touching short video works to show the culture of Herbal Tea in Guangfu. After the topic was released, it immediately aroused the attention and interaction of young people on the Douyin platform.
Throughout the video contest, we received nearly 100 short video shooting enthusiasts to participate in the video, the youngest video participant is only 4 years old, during which there is no shortage of well-known short video network red creators to participate in the competition, for the Baiyun Mountain Star Group Xia SangJu Herbal Tea Festival activities, "planting grass" star group Xia Sang Ju. The participating videos under the topic also rushed to nearly 4 million views, and the data continued to rise, causing netizens to discuss and interact continuously.
Emerging young people collide with the long-established Baiyun Mountain Constellation
A group of young internet celebrity video experts actively participated
As we all know, Xia Sangju granules originated from the 1814 Prescription medicine, and the Qing Dynasty Wen Geologist Wu Tang (Zi Ju Tong) in the "Wen Disease Article Discernment" in the classic formula "Mulberry Drink" to cure Wen Dafa "cure Jiao Ru Yu, not lightly". In the "Wen Disease Article Discernment", it is recorded that "those who feel dry and cough, mulberry chrysanthemum drink the lord". Subsequently, "mulberry drink" also became a good recipe for saving the plague in Jiangsu and Zhejiang at that time.
In the 1980s, Guangzhou Baiyunshan Xingqun Pharmaceutical Co., Ltd. adopted an exclusive and confidential process to create the first proprietary Chinese medicine Xia Mulberry Granule Punch according to the ancient formula of mulberry drinking. Under the cultivation and baptism of the market, the star group of summer mulberry granules have been spread throughout Guangdong and South China, sold to Hong Kong, Macao, the United States and Canada and other regions, so far the cumulative sale of more than 10 billion sachets, benefiting the majority of the people, during the period also won a variety of honors and patents.
With more than 100 years of history and inheritance, the Baiyun Mountain Constellation has become famous throughout the country, and the citizens of the Liangguang area are familiar with its "signature product" constellation Xia Sangju. As soon as I knew that baiyun mountain stars launched a video challenge on Douyin, a number of well-known Internet celebrities with millions of fans immediately participated in the competition and "presented" sincere works to netizens. Such as the familiar humorous Cantonese video master @ meh, funny detective short drama master @ Qian Grandma and Duoduo, vibrato musician @ cake sister, food shop master @ Guangzhou lemon sister, cute pet talent @ cute cat brother, etc...
▲A group of Douyin Internet celebrities actively participated in the #Baiyun Mountain Star Group Xiasangju Herbal Tea Festival #Video Challenge activity
According to the "2020 China Online Audiovisual Development Research Report", as of June 2020, the scale of online audiovisual users in China reached 901 million, of which the short video user usage rate was the highest, with a user scale of 818 million. This means that in every 10 mobile Internet users, 7.2 people are using short video apps.
Firmly grasping the current trend of popular short videos, Baiyun Mountain Star Group takes the Douyin short video platform as the main marketing front, takes the initiative to move closer to the "Z generation", continues to output high-quality brand content, and seizes the minds of consumers through creative marketing to enhance brand awareness. Arousing the memories of young consumers of drinking herbal tea when they were young also lays the foundation for the future of continuous brand rejuvenation marketing. The data shows that the Douyin Challenge has successfully attracted a large number of potential Z-era young users, and achieved order conversion, achieving high sales results. In the lens of many creators, the old brand of Baiyun Mountain Star Group is also full of new vitality and vitality.
Online and offline two-way linkage
Baiyun Mountain Constellation communicates with users in depth
In August and September of this year, in this hot summer, Baiyun Mountain Constellation held the "Baiyun Mountain Constellation Xia Sangju Herbal Tea Festival and Caring for Outdoor Workers Public Welfare Activity" in Qingyuan City, Guangzhou City and Foshan City, combining herbal tea festival with public welfare activities, practicing the corporate purpose of Guangzhou Pharmaceutical Group full of love, and sending cups of heat, detoxification, liver and bright-eyed star group Xia Sangju to a group of outdoor workers. Sanitation workers use their sweat to guard the beauty of the city, and the Baiyun Mountain Stars guard their health with sincerity and action. The event site also arranged a song and dance performance and a good gift lottery link, attracting a large number of passers-by to watch the roadshow activities, participate in the interactive link, and invisibly pass the selling points of the constellation products to the minds of consumers during the activity, so as to achieve a good brand instilling effect and expand the volume of the video challenge activities. Pharmacy clerks actively participated in the video challenge and used their expertise to popularize science, which greatly promoted the synthesis of the closed loop of "publicity-purchase".
Baiyun Mountain Star Group integrates online and offline linkage, stimulates user groups to interact, share and pay attention to the brand, taps more possibilities for communication with consumers, helps brands establish emotional connections with young groups in Z era, extends the product charm of Star Group Xia Sangju, and enhances brand potential.
Polish the old brand and inspire new vitality. As an important member of the world's top 500 Guangzhou Pharmaceutical Group, baiyun mountain constellation will be led by the fashionable Chinese medicine strategy, and make good use of the strategic thinking and strategy of modernization, internationalization, popularization and popularization of the "four modernizations" of Chinese medicine, so as to achieve new achievements and integrate knowledge and action. At the same time, we will conscientiously implement the spirit of the provincial and municipal traditional Chinese medicine conference, take the new vitality development of the long-established brands of the stars as the starting point, lead by the party building, and strengthen the top-level design and detailed implementation of the "time-honored brand building plan" from the three dimensions of research and development, market and culture, and build the Baiyun Mountain Star Group into the most modern time-honored enterprise facing the world, with the characteristics of the star group industry and distinctive culture, and walking in the forefront of the development of fashionable Chinese medicine. In the future, the "Baiyun Mountain Stars Summer Mulberry Herbal Tea Festival" will become a continuous brand activity, so that public welfare and creativity will become a unique label of the event and expand its influence.