Author丨Nei Sanjun
Editor丨Tangerine
In a market environment where the cost of trial and error is getting higher and higher, brand selection of spokesperson is not only a marketing strategy, but also an important form of showing "product power" and "brand tonality".
Recently, Hsu Fu Chi's new product "Milo Sports Power Biscuits", which was unveiled during the Spring Sugar Wine Fair in March this year, opened its first brand spokesperson. On June 28, Xu Fuji released a suspense video on Weibo and Douyin, which sparked a heated discussion of "who is the protagonist on the stage". Today, the mysterious protagonist finally unveiled his mystery, the very popular national athlete - Yi Jianlian.
As the leading "basketball superstar" in China, Yi Jianlian has won 7 CBA championships, many finals MVP and other honors, and has been committed to youth basketball education, actively participating in social welfare activities, and has become a spiritual mentor for countless Chinese teenagers to devote themselves to sports. The Milo Sports Strength Biscuits are suitable for a variety of sports scenes, providing nutrition and deliciousness before and after exercise, which can be said to be highly consistent with the public image represented by Yi Jianlian. The combination of the two will help Hsu Fu Chi more clearly convey the brand mentality of "love sports, eat Milo sports power biscuits" to consumers, and at the same time help them find new growth points in the market segment.
Insight into the needs of the environment, take advantage of the situation to start "out of the circle" marketing
At present, the country is actively promoting national fitness, especially after the epidemic, and the public's attention to health has increased significantly. This concern has even permeated the education system to a high degree, with many places linking primary and secondary school students' athletic performance directly to higher education. With the 2024 Olympic Games in France just around the corner, the arrival of this international event is expected to further boost people's enthusiasm for health and sports......
In this context, Hsu Fu Chi took advantage of the situation and introduced it in a timely manner to push its Milo Athletic Power Biscuits to the "wind". The product is based on the professionally designed Activ-go formula, specially added malt extract, vitamins and minerals, which skillfully balances consumers' dual pursuit of nutrition and deliciousness, and brings more emerging consumption options to the market. This unique positioning and innovative form has found a key anchor for Hsu Fu Chi to enter the subdivided snack track.
It is reported that after inviting Yi Jianlian to become the brand spokesperson of Milo, Hsu Fu Chi will focus on this strategy to strongly bind the product with the health and sports elements of the spokesperson's image, and will launch a series of advertising films, related peripherals and a series of rich and diversified marketing materials in the future to give back to fans and consumers.
Not limited to celebrity effect, Hsu Fu Chi also plans to establish the brand mentality of "love sports, eat Milo sports power biscuits" among more audiences through multiple forms. During the summer vacation and the Olympic Games, consumers will see Yi Jianlian endorsing Milo Sports Power Biscuits at major high-speed rail stations across the country; In addition, the brand will also focus on marathon events, so that 360,000 target consumers can try the new Milo sports power biscuits before and after exercise...... With hundreds of millions of exposures, it covers the whole country, deepens the product positioning of Milo Sports Power Biscuits to provide delicious and nutritious products before and after exercise, further enhances user awareness, and promotes consumer stickiness.
It is believed that such a "heavy" marketing matrix will take turns to play, and the brand effect of Milo Sports Power Biscuits will be greatly improved in a short period of time, becoming a new "sports partner" leading the trend of casual snacks.
Subdivide the push chain and open up a new way of playing channels
In fact, Xu Fuji's hard power in biscuit products has made the new products out of the circle more affirmed. According to Nielsen data, in 2023, Hsu Fu Chi bulk pastry ranked first in the bulk market in the supermarket channel, which was widely recognized by the market. And "top students" like Hsu Fu Chi will not be satisfied with their immediate achievements, this time, Hsu Fu Chi will further optimize the distribution channels on the past achievements and enter the market in a targeted manner.
In order to provide partners and end consumers with more efficient and convenient solutions, Hsu Fu Chi will link online and offline to cover the whole range of purchase and sales platforms. Offline, Hsu Fu Chi will ensure that its products maintain a "high-frequency" visibility rate in various retail environments through a strong sales network, including stores, traditional supermarkets, new retail and other sales formats. In addition, we will participate in offline marathons and other activities, such as tasting experiences in sports scenes, to break down the barriers of consumers' understanding of products.
Online, Hsu Fu Chi has set up official purchase channels for Milo sports strength biscuits on mainstream e-commerce platforms such as JD.com, Tmall, Douyin, Taobao, and Pinduoduo. And through the influencer to bring goods, Olympic hotspots, sports scene guidance and other gameplay, expand the circle to reach more "pan-consumption" customers.
At the same time, when planning the brand promotion resources of Milo Sports Power Biscuits, Hsu Fu Chi took into account the distribution of resources in key cities to ensure that dealers and consumers can see the brand promotion of Milo Sports Power Biscuits everywhere; During the marathon, dealer partners will be invited to let everyone directly see the live performance of Milo Sports Power Biscuits.
In addition, in order to meet the needs of modern people in multiple scenarios, Hsu Fu Chi carefully planned the product design and cleverly improved the packaging of Milo sports strength biscuits according to the characteristics of different sales channels.
Each pack of Milo Athletic Strength Biscuits comes in a separate packet, with 2 pieces in a pack, which is convenient and hygienic. In the setting of product specifications, 4 daily options are first introduced to increase the circulation of products and the convenience of purchase, which is more suitable for the different purchase needs of consumers.
In the increasingly competitive FMCG market, every "small idea" may become a key button to leverage product development, in the dimension of how to better layout channels, Hsu Fu Chi is like dredging capillaries, paying attention to the details of each link, providing more possibilities for the realization of dynamic sales.
Deepen the product mentality and walk with the health of consumers
Products are not only commodities, but also an important medium to convey the corporate philosophy. The Nestlé Milo brand was born in Australia in 1934, when the Great Depression affected children and adolescents were affected by the nutritional imbalance, Australian food scientist Thomas Mayne developed MILO to improve their plight. Today, Milo has sold well in more than 40 countries and regions around the world.
According to the main data of the Seventh National Population Census, the current population of adolescents and children in China is about 270 million, accounting for nearly one-fifth of the total population, accounting for an important share of the country's development, and at the same time providing a broader service space and target audience for Hsu Fu Chi.
In line with the concept of Milo, over the years, Hsu Fu Chi has also continued to carry out the "Sharing Nutrition, Sharing Love" Fuman Campus Brand Public Welfare Activities. This year, Hsu Fu Chi will deeply bind Milo Sports Power Biscuits for customized communication, participate in its continuous Fuman Campus brand public welfare activities, and send the products to students in remote areas as a nutritious supplement meal between classes, so as to provide delicious and nutritious food for children. In addition, it is also planned to introduce Milo sports courses and hold sports activities such as Milo Cup basketball competitions to closely integrate Milo sports power biscuits with sports scenes and further strengthen the brand positioning. At the same time, it stimulates the enthusiasm of young people for sports, and leads and accompanies the new generation of teenagers and children to build a healthier and more positive growth atmosphere......
epilogue
As Hsu Fu Chi's new strategic product this year, Milo Sports Power Biscuits not only carry Hsu Fu Chi's in-depth insight into the food industry, but also integrate their accurate grasp of market trends. At the same time, it can be seen that Hsu Fu Chi expects to further consolidate its leading position in the food industry and lead the new trend of the market through this strategic new product, they said: "We are confident that we will exceed 100 million in the first year of listing, and 1 billion in the future!" "The landing is imminent, and I look forward to Hsu Fu Chi being able to play a good role and unlock more surprises for the consumer market......