In what sociologist Zygmunt Bauman sees as a consumer society, life items are built around the consumer's choices, not around job skills.
If you use the current popular way of sentence formation to understand the product innovation and brand rejuvenation of White Elephant Spicy Jiao Hot Pot Noodles, then it probably looks like this:
If you're going to say hot pot noodles
You can't just say how delicious it is or how convenient it is
You're going to talk about how it appeals to people who love spicy food and love the taste of hot pot
How it appears in a variety of scenarios
How it was selected and repurchased by the post-00s
Even every story between it and the post-00s......
The key point of the brand to attract young consumers is never to "rejuvenate" and make themselves "look" young, but to start from the deep needs of target consumers and carry out a construction from bone to skin.
At this point, the 18-year-old white elephant Da Lajiao has made a good reference for everyone.
Product refresh
Gain insight into the consumption preferences of the target group
Use "hot pot + instant noodles" to pry more young circles
More than 70% of people in China like "spicy taste", of which 75% eat spicy food frequently and many times, and 38% of people eat spicy every day.
Since its birth in 2006, White Elephant has been focusing on the field of spicy fast food for 18 years, and has exported spicy crayfish noodles, hot and sour noodles, beef noodles and other products to the market, and continues to cultivate in China's authentic spicy noodle track.
However, no matter how its products are iterated, we can feel that every innovation is accompanied by the change of young consumers' needs after market insights, and then effectively and efficiently communicate with them through products.
Nowadays, the brand positioning and product innovation of White Elephant Da Lajiao have also developed to a new stage.
In 2023, White Elephant Da Lajiao will upgrade its brand positioning to "China's authentic spicy noodles", and will take post-00s campus people such as students aged 15-25 in first-, second-, and third-tier markets as the core target consumers, and is committed to providing them with authentic Chinese spicy noodle delicacies to satisfy their dual refreshment from emotional value to appetite.
This also shows that in this iterative upgrade, White Elephant Spicy Jiao can expand more scenes based on the "spicy" background color, and integrate into the daily life of the post-00s and even more young people.
How much do contemporary post-00s love spicy food?
On social platforms, young people often share that they queue up for 3 hours just to eat a bite of Internet celebrity spicy hot pot; in summer, they always have to eat a spicy crayfish from time to time to sweat to be complete; if there is no one or two bottles of chili sauce to "add flavor" to the college dormitory, the taste bud enjoyment of three meals a day seems to lack some indescribable taste and is difficult to satisfy.
Spicy, which was once only popular in Sichuan, Chongqing, Guizhou, Hunan, Yunnan and other places, now with the spread of spicy elements in the entire catering and food circle, "no spicy and no joy" has become a collective attribute of young people all over the country.
This is not without basis. In terms of the domestic instant noodle market, under the current market size of 100 billion instant noodles, spicy flavors account for 78%, that is, 78 billion. If the consumer group is subdivided, in the 78 billion spicy instant noodle market, college students account for 26%, with a consumption of more than 20 billion yuan.
The post-00s were born in the golden years of China's rapid economic development, and their tongues have long been nourished by various delicacies, but they still can't resist the spicy stimulation, and the moment they eat spicy, the feeling of relaxation is also addictive. What's more, college students who love spicy food have already found the most powerful "endorsement" for their spicy craving, after all, more and more studies have shown that eating spicy food in moderation is conducive to physical health.
However, the post-00s love to eat spicy, which does not mean that they do not refuse all spicy foods, contemporary college students pick their tastes, this is the consensus, and similarly, their requirements for spicy instant noodles are also not low: too few tastes, not innovative enough, spicy but greasy, spicy but not fragrant, no sense of hierarchy, and even college students hit the nail on the head: spicy is spicy, soulless, no memory points......
In this spicy battle where opportunities and challenges coexist, why can White Elephant Spicy Jiao successfully become a must-have dormitory for college students? Compared with the emerging brands that are emerging one after another, the 18-year-old White Elephant Spicy Jiao is not a "young" player on the track, but even so, why can it still play with the post-00s without a generation gap? Through the white elephant spicy hot pot noodles, we find that all the successes can be followed.
In the insight into the dining preferences of young people, the brand found that hot pot is one of the favorite meal choices of young people at present, and the "fireworks", "social attributes" and "universality" generated by hot pot have further consolidated the primacy of "hot pot" in the choice of post-00s dinners.
Moreover, in the market research, the brand found that the most attractive spicy dish for students aged 15 to 25 is hot pot, and the top 1 spicy instant noodles that these consumers want to try the most are also hot pot flavors.
Based on these needs, White Elephant Spicy Jiao innovatively integrates the two elements of "spicy" and "hot pot", which are popular with young people, and combines the product attributes of "ready-to-eat", and launched the industry's first "flavor" instant noodles under the professional guidance of Sichuan and Chongqing hot pot masters, White Elephant Spicy Jiao Butter Spicy Hot Pot Noodles, which came into being.
Nashi believes that White Elephant Da Lajiao can be said to have achieved "balance" in the creation of butter spicy hot pot noodles, and in the words of the post-00s, it is described as "Duanshui Master" - it is said to be hot pot, but it is also instant instant noodles that can be eaten in a few minutes;
Different from the powder packets in the traditional instant noodles, the ingredients in the white elephant spicy Jiaojiao butter spicy hot pot noodles are the authentic hot pot base packets developed by the Sichuan and Chongqing masters, that is, this is a "instant noodles with their own hot pot base packets". Its butter hot pot base package is based on the selection of bullet pepper and Dahongpao peppercorns, and the same butter of Sichuan old hot pot is specially selected, which is rich in fat and fragrant, fragrant but not greasy, and after carefully boiling for 120 minutes, it stimulates the aroma and spiciness of the pepper itself and restores the fresh fragrance of the ingredients. Moreover, in terms of technology, it inherits the authentic hot pot base stir-fry skills of the Sichuan and Chongqing hot pot masters of the China Cuisine Association, and realizes the perfect reproduction of the authentic Sichuan and Chongqing hot pot taste.
Since it is a "hot pot noodle", the restoration of the hot pot flavor is important, but the quality of the "noodle" is also not inferior.
Relying on the brand strength and advantages of White Elephant focusing on Chinese noodles for nearly 30 years, White Elephant Spicy Jiao Hot Pot Noodles will inherit White Elephant Food's insistence on "making a bowl of Chinese noodles", and pursue excellence in all aspects from raw materials to craftsmanship in the creation of hot pot noodles. On the basis of selecting high-quality wheat sources from all over the country and extracting the essence of wheat cores, the dough simulates hand-beating gently and slowly, and after 9 continuous rolling and repeated rolling, it creates differentiated dough cakes suitable for different scenes in barrels and bags.
In many cases, the change of an industry often starts with category innovation.
White Elephant Spicy Jiao has a deep insight into consumer needs, and the butter spicy hot pot noodles launched not only break people's stereotypes of traditional instant noodles from the perspectives of technology, taste, and product form, but also break the scene and price limitations of young people for "eating hot pot". As a result, whether it is a one-person meal, a dormitory craving, a night snack at home, or a drama chase, the white elephant spicy hot pot noodles in the form of bags and barrels perfectly meet the needs of young people who love spicy food and hot pot tastes in diversified scenarios, and can also add various ingredients or DIY small hot pot according to personal preferences, and enjoy hot pot anytime and anywhere.
Iterative communication
Aim for the post-00s crowd
Replace "promote" with "connect"
Of course, a brand refresh is an innovation from the inside out.
It is not only necessary to base the product on the new needs of new people, but also its external expression should be based on new visions and new methods.
Lawrence Ingracia, a well-known business writer and former executive associate editor of The New York Times, pointed out that "strong connection" is the core concept of building a new type of customer relationship.
In other words, it is necessary to replace "promotion" with "connection", so that the relationship between brands and consumers is no longer just a relationship of buying and selling, but a relationship of friends.
How does White Elephant Spicy Jiao Hot Pot Noodles establish a "strong connection" with consumers?
If the brand lets consumers know itself in order to deepen the depth of the relationship with the target group, then the construction of brand scene touchpoints is to increase the breadth of the relationship between the brand and consumers.
White Elephant's approach is to deepen the depth of the relationship with young people through product innovation, and at the same time, combine the construction of brand scene touchpoints to increase the breadth of the relationship between brands and consumers.
The construction of its contact points can be viewed from both offline and online aspects.
In terms of offline channels, as early as December 2023, White Elephant Lajiao teamed up with 17 well-known universities to jointly create an offline activity of "20,000 barrels of tasting and feeding", with a long queue on the spot, and empowered the brand with a communication method full of youth, vitality and creativity and young marketing, so that the brand and the student group had a "close contact", and reached and spread more target consumer groups, so as to achieve the effect of breaking the circle of communication.
In order to further occupy the college scene that young people are most focused on, on March 25 this year, White Elephant Da Lajiao once again linked up with the Academy Award and Southwest Jiaotong University to jointly create an offline "fun and hot new start" creative classroom, integrating product interests in the form of classrooms, and establishing the "authentic hot pot taste" of products in an interesting and interactive way The core mentality, the fun of the activity echoes the product characteristics of White Elephant Da Lajiao, and this creative play has also won the mental recognition of college students, so that the brand recognition and recognition have a long-term retention in their hearts.
At the same time, on March 26, White Elephant La Jiao also leveraged the resources of thousands of colleges and universities, issued a targeted challenge, invited college students across the country to passionately participate in the "White Elephant La Jiao" campus promotion ambassador campaign, and undertook the transformation of offline popularity online, continued to stir the campus group to participate in Douyin, Xiaohongshu, Weibo three-end activities, and finally selected the "White Elephant La Jiao" campus promotion ambassador according to the multi-dimensional comprehensive evaluation of students' personal influence and work interaction. Through a series of diversified forms of co-creation and resonance with young people, we mobilize students' enthusiasm for participation in content co-creation, and lay the foundation for subsequent traffic and sales.
In terms of online channels, White Elephant Da Lajiao knows that post-00 college students, as the aborigines of the Internet, love life, like to socialize, are emotionally rich, and do not want to be defined by the world, and have stronger needs and desires for interaction with brands, so social media platforms with strong interactivity and innovation have become their preferred channels for receiving information.
At the same time as the offline scene is spreading, White Elephant Dalajiao aims at the Internet, a gathering place for the new generation of consumer groups. In December last year, the brand took the "back-to-school season" as the starting point, and used the "1+10+100+X" method to aggregate the matrix fermentation of college students at the head, waist and tail, focusing on the core interests of "instant noodles with their own hot pot base packets", and successfully triggered fission and spread in the college student circle with the help of the publicity and promotion of the talents.
In March this year, the brand struck while the iron was hot, focused online on multiple platforms and continued to create topic events, and linked multi-dimensional and multi-type KOLs to concretely show the "authentic hot pot flavor" of the product. Focusing on the Douyin and Xiaohongshu platforms, we will unite a group of social media experts to expose products and match potential people through multiple channels on the platform in the output of original content + good products.
For example, since March 21, the brand has launched a national topic on Douyin #100 ways to build hot pot flavored instant noodles, inviting netizens across the country to unlock the best match of white elephant spicy hot pot noodles Gold resources, set up the benefits of receiving tasting gift packages, attract more users to participate in check-in, broaden the drainage channels of the event, and enrich the conversion channels of White Elephant Da Lajiao products, creating more conversion opportunities.
All in all, for brands, colleges and universities are the core positions to reach new consumer groups, and the layout of campus channels is the layout of new positions for future consumption, and the post-00 campus crowd shows the consumption values of the younger generation to a certain extent, and their brand mentality is determined to be difficult to change in a short period of time, with long-term sustainability.
Based on these considerations, White Elephant Da Lajiao integrates online and offline communication, goes to the places where the post-00s gather and pays attention, builds contact points closer to them, and establishes in-depth communication and interaction with them with rich interactive contact points, which virtually shortens the distance between the brand and the target group, strengthens the young image of the brand, and enhances the favorability of the brand in the hearts of young consumers.
Write at the end:
From the white elephant Da Jiaojiao
See how brands should establish their own choice coordinate system
Peter Drucker, the father of modern management, once said: In the rapid structural adjustment, the only one who can survive is the leader of change, and we cannot control the change, only walk in front of it.
How does change work? to build your own system of choice.
How to find the opportunity for change? It is in the needs of consumers.
For consumers, White Elephant has always adhered to the innovative thinking of "meeting needs", broadened the field of communication with young people, innovated products and communication methods, improved people's consumption experience, and even gave products with added value on the emotional side, so as to become a leader in the track.
With product research and development to meet the real needs of young consumers, as well as a "consumer-centric" way of communication, White Elephant Da Lajiao not only rejuvenated the brand, but also quickly became the new favorite of the post-00s through the core interests of "instant noodles with their own hot pot base packets", jumping out of the original choice coordinate system of hot pot and instant noodles, and establishing its own coordinate system of its own brand.
In this process, White Elephant Da Lajiao not only injected vitality into the brand's own rejuvenation, but also allowed other brands in the industry to see more possibilities. This also makes the significance of White Elephant Da Lajiao's product renewal, marketing innovation, and brand upgrade not only limited to its own exposure and sales figures, but also has more value behind it.
Not only rejuvenate yourself, but also renew the industry, which is the real meaning of product innovation and brand marketing.