According to the "2020 Jingdong Food Consumption Trend Annual Report" released by the Jingdong Big Data Research Institute, 8 of the keywords in the food and beverage TOP20 evaluation are related to experience, which means that the consumer group dominated by young people has higher and more diversified requirements for the eating experience. Correspondingly, this requires food manufacturers to be aware of market needs at all times and constantly innovate according to the needs to cater to consumers. As a leading brand of meat products, Jinluo Ham Sausage has been sparing no effort in insight into user needs.
Golden Gong Ham Sausage meets the needs of users through packaging innovation. For example, in response to consumers' "leisure" and "entertainment" meat demand, Golden Gong Ham Sausage launched Golden Gong Dele Food Grilled Sausage. This product innovation adopts vacuum independent packaging + plug design, which is more convenient to carry, eat and share, which is very in line with the brand positioning of "sharing, fun and delicious".
In terms of purchase channels, Jinluo Ham Sausage is also deepening the omni-channel reach consumer strategy. In the new retail era, the coordinated development of online and offline has become a trend, and the Golden Gong Ham Sausage has also followed the trend, laying out online channels, settling in Tmall, JD.com, Retail Connect, Xintong and other platforms, while opening up emerging channels such as community group buying and live e-commerce.
Through the integration of online and offline omni-channels, Jinluo Ham Sausage has realized unlimited access and effective links to tens of millions of consumers, making the channel strategy of "where consumers are, we are where we are" perfectly landed, meeting the consumer demand of users "anytime, anywhere, that is, just want".
Golden Gong power online channels
While exploring multiple channels, Golden Gong Ham Sausage is also actively seeking changes in marketing, through celebrity endorsements, popular IP signings, TV column cooperation, sports marketing, topic marketing, event marketing, etc., to convey brand value, help consumers feel the brand more intuitively, and form effective interaction with consumers.
Under the background of consumption upgrading, consumers have higher demand for the quality, service and experience of meat products. In the context of increasingly fierce competition in product homogenization in the industry, product and consumer experience have become the core competitive elements of brands. Through the upgrading and optimization of packaging, channels and communication, Jinluo Ham Sausage, a leading brand of meat products, has created a new consumer experience for consumers and quickly seized the market.