What's the first thing that comes to mind when you think of Thursday? If you also have the shape of fried chicken in your mind, then you have also become a testament to KFC's success in domestic marketing.
Rest assured, this article doesn't have a hidden V 50 meme, as the title suggests, we want to talk about how commercial brands can please consumers, and finally reach this ambiguous relationship of actively helping the official publicity. I still remember that in my childhood, going to KFC for consumption was a big deal, and its price and positioning were at a relatively "high-end", and dishes such as fried chicken and mashed potatoes were also rare in daily life. However, KFC is not bound by labels such as "foreign fast food", but keeps trying to transform.
China is a big country of food, with many delicious foods, as well as complex cultural traditions and taste differences. For this reason, KFC has almost created the most sumptuous menu in the world and played the most unique price war. From the original old Beijing chicken rolls, to the tender beef Wufang, big chicken thigh rice. Now even breakfast items such as xiaolongbao, porridge and fried dough sticks have been added, and seasonal specialties such as zongzi and Qingtuan are also covered. Even snail noodles and stir-fried yellow beef are added. Some spicy areas even come with chili buns with your meal.
Although the response to the lineup of items launched to meet the needs of users has been mixed, they have become more affordable. In addition to the well-known Crazy Thursday, some netizens also compared the prices on the previous discount cards and found that the price increase of its product line is relatively low, such as the family bucket that is suitable for sharing, or various breakfast combinations are more in line with the consumption standards of contemporary young people.
In addition, KFC is also more in line with the preferences of young consumers in terms of brand image. Especially for the gaming circle with the largest concentration of young consumers, KFC basically does not make reservations. A few years ago, we met in different worlds, and everyone remembered the slogan of enjoying delicious food. This year, KFC cooperated with the IP of "Against the Cold" to participate in the "Fried Chicken Tasting" with the participation of 100 million players.
This 100 million is not a nonsense, the active users of mobile games and PC games under the IP of "Against the Cold" have a total of 100 million, which is the official public data. And the benefits of this event are also very high.
Take mobile games as an example, players can get themed team uniforms for free as long as they sign in. Special foods such as KFC-themed packages are also directly entered into the game and can be obtained for free, and even buffs can be used when fighting bosses.
When players purchase a co-branded themed flavor barrel, they can also get a redemption code to get series accessories and actions. Even the concept of V 50 has been added to the game and has become a very funny title.
In addition to the linkage activity, it can also make the props bring benefits to the player. Even for players who are not interested in fast food, it is difficult not to participate in this event in order to play a dungeon when seeing such crossover content. understands the player's mind so well, and it can be seen that KFC is really attentive this time.
And when it comes to this "Against the Cold", it is also a manufacturer in the domestic game circle who is well versed in the needs of players. KFC's cooperation this time is also a "match made in heaven". As a young IP that has been online for about 6 years, "Against the Cold" is often on the road to breaking the circle. Sending cars and houses, holding concerts, and linking national-level actors and stars are simply hot search physiques.
After the launch of the mobile game "Against the Cold", the official relied on excellent word-of-mouth to make a breakthrough influence. In order to meet the needs of different types of players, the official has invested more than 1 billion R&D funds, adding triple-A gameplay to the game, adding powerful light and shadow effects, and chemical engines. Make the mobile game screen comparable to the large-scale terminal game on the market.
In order to change the problem of traditional MMO liver krypton, the official decided to "not sell the value", and the equipment is all played by the players themselves, and the season system is also used to limit the upper limit of the player's combat power to ensure that each season is fair. In addition, the official addition of the "different paths to the same destination" mechanism, so that casual players and cultivated players can also accumulate resources through various small gameplay, and will not be abandoned by the game progress.
The most important thing is that at a time when the price of fashion props in mobile games is soaring, the mobile game "Against the Cold" has put forward a strategy of "price war". Allowing players to save money. The 6 yuan and 1 yuan fashion in the game are beautifully designed and can be worn richly. The most expensive fashion is only 288, and it can be stacked with half-price coupons, discount coupons, etc., and in the end, many fashions are only a few dollars in hand.
It can be said that it is precisely because of "good content" and "low consumption" that the popularity of the IP "Against the Cold" has skyrocketed. And the premise of achieving these advantages is because the planner really understands the player very well. It can be seen from the feedback from the previous player community that the planner is flipping through posts every day, watching players complain, and posting players' ideas in the announcement every time they update, which is open and transparent, and has a very positive attitude.
It is not difficult to see from the success stories of these two brands. Understanding brands and consumer habits is sometimes more important than pulling up some expert platforms, or showing off some over-the-top technology and awards. I don't know if you think other brands can replicate the success of KFC and "Against the Cold"?