At the moment when Generation Z has stepped onto the consumption stage, snack food brands have ushered in new opportunities and challenges, and leading brands such as Qiaqia and Baicaowei are continuing to improve their quality and capture the hearts of the younger generation through various innovations and creativity. So compared with Qiaqia and Baicaowei, who is more favored by Generation Z consumers?
Product quality highlights the brand's "real kung fu"
Young people, represented by Generation Z, have a higher pursuit of food health and quality, so when comparing Qiaqia and Baicaowei, we must first look at the "effort" of the two brands to ensure product quality. Qiaqia has established more than 1 million acres of independent raw material production bases and 10 factories around the world, and the factories have passed the US Food and Drug Administration (FDA) certification and the EU BRC Class A certification. At the same time, as the first nut brand in the industry to be selected into the Xinhua News Agency national brand project, Qiaqia has also achieved fruitful results in research and development, and its "key technology and industrialization of dry nut storage and processing and quality assurance" won the "National Science and Technology Progress Award" issued by the State Council, and Qiaqia was also awarded the "Nut Intelligent Manufacturing Pilot Demonstration Unit" by the Ministry of Industry and Information Technology, and became the first enterprise in the nut industry to be approved to set up a postdoctoral research workstation, making a contribution that cannot be ignored to promote the freshness of nuts and improve the intelligent production level of the industry.
Since its birth, Baicaowei has adopted the OEM production model, and most of its products rely on OEM supply. This method can save a lot of production costs for enterprises, without the pressure of production and supply, but the standard is relatively more difficult to land, and it puts forward higher requirements for the brand to choose the vision of the foundry.
Product and marketing creativity reflect the vitality of the brand
On the marketing side, Gen Z is more interested in novel and personalized experiences, and attaches more importance to emotional resonance with brands, so product and marketing capabilities are also crucial for brands. Qiaqia has successively launched new products with different characteristics, such as Sea Salt Milk Cap Daily Nuts, Lima Facai Gift Box, and Little Yellow Bag Daily Nuts Whole Nut Edition, which fundamentally grasp the "stomach" of young people; Based on this, we can achieve a deep emotional connection with creative marketing methods that are not limited to the product itself. For example, the Chinese New Year social light comedy "Ask the Master" created by Qiaqia during the Spring Festival of the Year of the Dragon has reached an emotional resonance of "anti-anxiety" with Generation Z through topics such as "anxiety" and "pressure" that Generation Z is generally concerned about, and has become a favorite intimate friend of Generation Z.
In this regard, Baicaowei has launched a series of new products on the basis of conventional products, providing consumers with higher quality nut choices, and at the same time, publishing social video marketing short videos and other content around the product itself, which has also gained recognition from many consumers.
From the comparison between Qiaqia and Baicaowei, it can be seen that from controlling quality to gaining insight into the psychological and taste needs of young consumers, Qiaqia and Baicaowei have their own advantages. In contrast, with the quality advantage of full-chain control, Qiaqia is more comfortable in creating new products and creative marketing, which is naturally unanimously recognized by young consumer groups.