With the continuous popularization of the concept of national fitness, consumer demand for exercise has risen sharply, driving the electrolyte water track to soar. According to the "2023 China Electrolyte Beverage Industry Market Insight Report" released by the Prospective Industry Research Institute, the market size of electrolyte beverages will increase by 50.1% year-on-year in 2022, far ahead of other beverage categories. At a time when consumers' health awareness is increasing, the entire track is constantly expanding.
When electrolyte water has become a new outlet and growth engine in the beverage market, Dongpeng Hydration has also entered the game at the right time and has become a new-generation brand that has won countless highlights in one year after its listing. On May 10, Dongpeng Beverage's electrolyte water brand "Dongpeng Hydration" was officially announced as the spokesperson, and the market appeal and influence will usher in a new situation. And this undoubtedly means that Dongpeng Hydration, which is standing at a new starting point, is ready to attack the higher position of the electrolyte water track.
The official announcement of the new spokesperson Yu Shi
A concrete representation of the brand value proposition
The brand spokesperson not only represents the external image of the brand, but also shows the long-term development direction of the brand to a certain extent. To a certain extent, the spokesperson has become an important choice to highlight the brand value label and break the marketing circle, and it is also the link between the brand and consumers.
Why did Dongpeng choose Yu Shi for hydration?
As a rising star on the screen, Yu Shi can be described as a representative of a sense of strength and movement in the eyes of the audience, and his vitality and courage to challenge have made him attract attention in his professional field, with both achievements and traffic. For Dongpeng Hydration, sports, youth, challenge and other attributes are the soul of the entire brand, and its products are an excellent choice for many consumers to quickly replenish water and electrolytes in sports scenes.
The highly and naturally compatible image and values make the cooperation between the two sides an instant fit. Before the official announcement, on May 8, Dongpeng Hydration released a silhouette poster of spokesperson Yu Shi on social platforms, filling the sense of suspense, igniting the enthusiasm of netizens for discussion and speculation, and continuing to attract traffic for the official announcement. It is understood that after the suspense poster was released, many fans speculated based on the silhouette, pointing the spokesperson of the upcoming official announcement of Dongpeng Hydration to the popular new star Yu Shi.
For ordinary consumers, perhaps the spokesperson is concrete, and the brand is abstract. In this cooperation, Dongpeng Hydration successfully reached the target audience through concrete spokespersons, and strengthened consumers' awareness and recognition of the brand. This not only greatly improved the brand voice of Dongpeng Hydration, but also deepened the brand's youthful and energetic brand image again, and completed the "high-end grass planting" on the marketing side.
In fact, not only the spokesperson's official announcement incident, but also in terms of brand marketing communication, Dongpeng Hydration has always been high-minded.
For example, in terms of public domain exposure, it is not difficult to find that the publicity advertisements of Dongpeng Hydration have been fully detonated in multi-media scenarios such as ladder media, subway, high-speed rail, bus, and big dramas, and with a wide range of offline sports venues, schools, scenic spots, etc., Dongpeng Hydration has created a young and energetic brand image and captured the minds of consumers.
In addition to these, on the basis of fitting its own sports genes, Dongpeng Hydration has frequently "brushed its face" in many sports events that are popular among young people, and has reached a cooperative relationship with a series of well-known domestic basketball events such as NYBO, BSK, and Naigao, successfully implanting the brand call of "playing with water and quickly replenishing electrolytes" into the hearts of the people.
Hydration event poster
With the marketing promotion of multi-party efforts and mutual empowerment, Dongpeng Hydration has formed a three-dimensional communication in a series of online and offline linkages, and naturally achieved a rapid breakthrough.
Products and specialties go hand in hand
Take quality as the fulcrum to precipitate brand value
Spokespersons give brands and consumers a window to communicate with them, helping brands communicate their ideas and persistence to the outside world. However, for "pragmatic" young consumers, "product attractiveness" is indispensable from "spokesperson attention" to "brand purchase".
The reason why Dongpeng Hydration has been able to gain the favor of Yu Shi and the recognition of the strong alliance between these two powerful factions by the market and consumers is also based on its own product quality and brand strength.
First of all, the name "Dongpeng Hydration" comes with explosive genes, which is simple, direct and clear to let consumers instantly understand the core advantages of hydration, and can also allow the product to quickly locate the target audience.
After initially capturing the interest of consumers, Dongpeng Hydration focuses on consumer demand, efficiently replenishes the product characteristics of a large amount of water and electrolytes lost by the human body, accurately solves the pain points of young people in the daily hydration scene, and provides vitality for the body.
In terms of packaging and flavor, the "Dongpeng Hydration" electrolyte drink will start to launch 555mL and 1L grapefruit flavors in January 2023, and then successively launch lemon flavors, white peach flavors and lychee flavors based on consumers' taste preferences.
Dongpeng hydrating products have been widely concerned and favored by young people as soon as they were launched, but the brand is not satisfied with the existing product strength, but has a deep understanding and judgment of the market environment in which it is located, and then constantly refreshes it.
It is understood that Dongpeng Hydration will soon add 380ml small bottles on the basis of 555ml and 1L specifications, with a total of 11 SKUs in the whole product line, realizing full scene, full population, and full price coverage, and starting to open a new chapter from multiple dimensions such as taste and packaging.
Nashi believes that Dongpeng Hydration's continuous R&D and promotion of products and step-by-step optimization of consumer experience will undoubtedly greatly enrich the consumption scenarios of its products and help the brand further increase its market share. As the brand continues to increase investment, we have reason to believe that Dongpeng Hydration may become the brand's next big item, and is even expected to leverage the new pattern of electrolyte beverage track.
Elevate your reach experience
Increasing efficiency through all channels, detonating awareness and sales
Dongpeng Hydration has become a top-level brand that occupies the category sales within a year of its launch, and in addition to deeply cultivating the product side, it also relies on the brand's channel operation.
In the layout of offline channels, Dongpeng Hydration will continue to promote the group's national strategy, continuously expand terminal outlets, lock in core sports groups, expand students, white-collar workers, and blue-collar workers, and actively develop frozen display and box cutting display in sweat point channels. In addition, Dongpeng Hydration also pursues the idea of "freezing is the best display" of Dongpeng Beverage, creatively builds the terminal image, grabs the freezer and occupies the shelves through product family display, close to the light functional drink display, and box cutting display, so as to enhance the terminal dynamic sales and promote consumer purchase.
In addition, Dongpeng Hydration will also use the setting of terminal preferential activities to enhance the terminal pull and promote product sales. In addition to mobilizing consumers' enthusiasm for purchase, they also use digital advantages to understand the basic information of terminal stores and product sales, improve operational efficiency and management level, and achieve scientific decision-making.
In 2023, the total number of outlets covered by Dongpeng Hydration has reached 1.33 million, and this number continues to grow, and the brand itself has set a goal of reaching 2 million total outlets in 2024. Brands and offline channels are like the relationship between trees and roots, and only by continuously taking root downwards can they flourish. China has the largest number of retail terminals in the world, and these vast and rich incremental markets are opportunities for Dongpeng to replenish its water.
End
Integrating multiple advantages such as brand spokesperson influence and empowerment, a new round of advancement of Dongpeng hydration is worth looking forward to.
Nashi believes that Dongpeng Hydration is bound to take its leading R&D strength as the inside, and make joint efforts through products, brands, channels, and communication from multiple angles, striding forward with a continuous upward attitude, deepening consumers' awareness and recognition of the brand, and will also have the potential to help the entire electrolyte water track flourish.