"Young people who love spicy food" is the core group of people and demand points that need to be penetrated by Juewei duck neck, and the starting point and foothold of this new brand strategy are also precisely here.
Author | Xinyi
Edit | Eucommia
来源 | 观潮新消费（ID：TideSight）
With its distinctive sensory stimulation and addiction, "spicy" has always been the only way to give birth to "big items" in the food field. With the changes in the new consumption field, spicy has been tapped by young consumers on the basis of taste anchors.
The portrait of spicy people shared by the professional research agency Youth Zhi shows that spicy is not only the stimulation of taste buds, but also the emotional value needs of young people's pressure release. According to the data of the Xiaohongshu platform, spicy also has strong social sharing attributes, which can give consumers a good relaxation and happiness.
As a natural carrier of spicy, spicy braised food represented by duck neck has long been deeply rooted in daily life, and now it has set off a trend of "gathering crowds to spicy" among young people. Duck neck is a hedging agent for the strong "class flavor" of migrant workers, and an "emotional laxative" for high-pressure life, and now it has great potential to move towards the track of "healing economy".
Based on a series of data insights and consumer research, on July 23, Juewei Duck Neck held a brand strategy upgrade conference in Changsha, and Chen Pengfei, chief digital intelligence growth officer of Juewei Group, officially announced the new brand symbol, brand slogan, brand IP image and the first global brand spokesperson on behalf of Juewei brand.
At this brand conference, Juewei truly embraced consumers. The press conference did not invite a leader, but chose to let consumers open an important part of the new brand strategy of "dare to be spicy, only to taste". In addition, Juewei also chose to create a brand declaration with brand spokespersons, which is also one of the few new ways to be young. Focusing on listening to persuasion, and consumers go both ways!
Quickly and accurately grasping the "small trends" that occur among young consumer groups is the key for the brand to maintain its leading position in the future competition, and it is also the core of the latest brand upgrade of Juewei Duck Neck.
01 The strategy is upgraded, and Juewei plays a combination punch
The specific actions of the comprehensive brand strategy upgrade, the market information released by Juewei duck neck is "distinct" and "unusual".
It is clearly reflected in the purification of "spicy".
Spicy products occupy a dominant position in the overall sales of Juewei duck neck, and the newly released brand Slogan of "Dare Spicy" highlights the taste of lo-mei led by "spicy" from the four words "fresh, fragrant, numb, and spicy" in the past.
Dare, is a young attitude; Spicy is a carnival for the taste buds. At a time when "spicy" is endowed with emotional value, "Dare Spicy" ignites the adventurous spirit of consumers who dare to challenge themselves and try new things; The idea of "dare to be spicy" also represents a positive attitude, and it is brave to speak for young people.
In line with this, Juewei Duck Neck has upgraded the brand logo - from the word "absolute" to the word "absolute" to upgrade the brand super symbol with flames, and the dancing flame is directly reminiscent of the hot consumer experience.
The flame is an intuitive communication of product attributes, as well as a symbol of enthusiasm and vitality, which is synergistic with the emotional value communication of the new Slogan, and the brand gene of Juewei brand that dares to challenge has been further strengthened.
Unusual imprints are internalized in IP image-building and brand ambassadors.
Rather than handing out flyers on the street, passers-by wearing doll costumes will receive flyers significantly more. The same is true in other sales scenarios, where IP images tend to have higher trust and affinity, and are more likely to be recognized and accepted by consumers.
Based on this, Juewei Duck Neck launched a new brand IP "Little Fire Duck" this time. The design of the small fire duck continues the brand's flame elements, as well as the brand spirit of "dare to be spicy, only tasteless". By bringing consumers a pleasant consumption experience of products + emotions, Little Fire Duck IP has completed the mission of symbolic, recognizable and visual impact in brand communication, and will also become the mother of Juewei Duck Neck's future launch of a series of images and peripheral products.
The spokesperson is even more unbreakable for the absolute duck neck. Fan Chengcheng, the brand spokesperson officially announced at the press conference, is the first brand spokesperson of Juewei Duck Neck in the 19 years since its establishment, and it is also regarded as a milestone in the official opening of a new era of brand marketing for the head of Lo Mei.
In May this year, Juewei Duck Neck became attached to Fan Chengcheng because of a lyric in the music variety show "Your neck is my Juewei", and netizens called for Juewei and Fan Chengcheng to "form CP", which instantly dominated the hot search on Weibo, Douyin, and Xiaohongshu. In the era of national tide consumption, it is not uncommon to reap the wealth and wealth due to the situation, and brand "listening to persuasion" has become a mandatory option in the new marketing context. Under the leadership of "leaders trained by the post-00s", Juewei is undoubtedly "a brand trained by users".
In order to maximize the traffic effect of celebrity endorsements, Juewei Duck Neck not only announced Fan Chengcheng's oral video, brand TVC and other peripheral materials on the spot, but also launched Fan Chengcheng's limited package to prepare for the subsequent traffic conversion.
As the brand with the highest market share and the largest number of stores in China's lo-mei food track, the strength of Juewei duck neck's "super products" and "super stores" no longer needs to be proven. This strategic upgrade is an important step for brands to explore super marketing, and it is also a very stable step.
02 Super symbols, two-way with consumers
Effective decision-making comes from accurate market signals.
Previously, the Juewei Haina Baichuan Division pointed out in the "2024 China Regional Lo-mei Brand Development Trend Report" that the structure of the braised product consumer group is younger, and it is mainly young and middle-aged, accounting for about 78.9%. The rapid growth of young consumers is an important driving force for the upgrading and iteration of halogen products.
According to Frost & Sullivan's survey, there are 3 billion people in the world who eat spicy food, and more than 60% of them like to eat spicy food. Among Chinese consumers, more than 60% of people under the age of 45 like spicy food, and the post-90s generation dares to eat spicy food, accounting for 49%. In the spicy group, 57% are women and 43% are men. It can be seen that spicy taste has become a trend in the diet of contemporary young people. #无辣不欢, the topic data of the Douyin platform has a cumulative playback of 47.7 billion times+.
Based on rigorous market research, "young people who love spicy food" are the core groups and demand points that need to be penetrated by Juewei duck neck, and the starting point and foothold of this new brand strategy are also precisely here.
As a result, the core actions of the new strategy of Juewei Duck Neck are coordinated, and the concept of "spicy" and "flame" elements are saturated through vivid and concise super symbols, so as to continuously deepen consumers' taste and emotional associations with spicy, and reduce the communication cost with young consumers with high cognition and strong mind.
In addition, in the environment where users are the media, Juewei Duck Neck consciously designs rich supporting activities and mechanisms around symbols to stimulate users' attention, participation, dissemination and recreation, on the one hand, it stimulates the exposure of a large number of high-quality content in a relatively low-cost way; On the other hand, taking into account the transformation, the products and channels are effectively integrated into the marketing system, so as to form a commercial closed loop of product efficiency and sales.
Juewei Duck Neck's precise market insights essentially reflect the brand's respect for consumers, after all, the structural changes in China's consumer market have emerged.
Since the beginning of the Internet era, the "centralized" channels have been gradually broken up in the pervasive information age, the resource monopoly of the supply side has collapsed, the will of the market has overridden the brand, and the "era of consumer sovereignty" has arrived.
At the same time, "goods looking for people" has basically realized the replacement of "people looking for goods". Under this logic of "shopping", the channel is the king and the content is the king, and rejuvenation has become the top priority of the brand, and the key to rejuvenation is to adjust the dialogue posture with consumers.
To this end, Juewei Duck Neck has actively tried to break through IP co-branding in recent years, and has established in-depth cooperation with platforms such as Meituan and Douyin, making full use of digital channels and community tools to break through inherent scenarios and link young customers.
The brand upgrade of Juewei duck neck is a continuation and deepening of the previous brand rejuvenation strategy, which is essentially a tribute to consumers.
As Juewei officials say, sincerely listening to the voice of consumers is the source of Juewei's innovation. The brand celebrates every moment of life with the dance of taste buds, establishes a beautiful relationship between people, and expresses its tribute to life, realizing the two-way rush between the brand and consumers.
03 Continuous breakthroughs, multi-dimensional brand upgrading
It is no secret to say that today's Chinese consumer brands are facing the double siege of traffic anxiety and value anxiety.
Traffic anxiety in the table. In just three years, the marketing formula of "5,000 Xiaohongshu + 3,000 Douyin" has become a thing of the past, and the shrinking platform dividend has made pan-traffic no longer the foundation of business growth.
Value anxiety is in it. The trend of "rational consumption" forces unreasonable premiums to be squeezed out, and the core of "consumption upgrading" has a new interpretation.
In order to cater to the trend of consumption, many brands have returned to the old way of volume prices, and it is tacit in the consumer field that sales investment is squeezing brand budgets, but the results are obviously unsatisfactory. Data shows that in the past year, the TOP 100 value list of Chinese brands has dropped by nearly 20%, and the contradiction between short-term traffic and long-term business development has become irreconcilable.
In the anxious consumption environment, Juewei duck neck has not fallen into internal friction in the price war, which to a certain extent reflects the brand's judgment and strategic determination in the current situation.
1 million+ buyers per day, 10 billion+ sold in 1 year, and the number of stores exceeded 15,000...... The results have cast the confidence of the best taste. Even if the short-term consumption market is unstable, the high national degree accumulated over the years of industry and brand development undoubtedly gives Juewei the stability to go through the cycle. According to a report released by the Toubao Research Institute, from 2019 to 2023, the industry size of China's halogen products market has increased from 247.72 billion yuan to 363.57 billion yuan. It is estimated that from 2024 to 2028, the market industry scale will increase from 392.66 billion yuan to 534.21 billion yuan, and the growth trend of the industry will remain stable and improving.
Not moving blindly does not mean doing nothing, and iterative upgrading is the only way to break anxiety. It's just that development can't be greedy for more and faster, and kung fu can't just be on the surface.
First, brand upgrading is rooted in the excavation and focus of core advantages.
For those who have already conquered the market with large single products and large distribution, further large-scale product and channel expansion will no longer bring exponential growth in profits. In contrast, it is more strategically imperative to take a leading competitive position in future development through forward-looking future insights and catering to new market variables.
Spicy products are the main category of Juewei duck neck, and they are also the biggest memory point of consumers for the brand. Based on this, the precise penetration of "young people who love spicy food" is a typical strategic focus, by focusing on core products, core assets and consumer behavior changes, Juewei Duck Neck continues to establish the preferred brand position of lo-mei, in order to focus on breaking the competitive anxiety of the brand, and also provides the industry with a development paradigm of "saving the amount and opening the increment".
Second, brand and enterprise management are mutually reinforcing, and marketing reform requires a solid industrial system.
After years of exploration, Juewei Food has successively completed the construction of franchise model innovation, national layout, information transformation, investment empowerment and other aspects. In particular, relying on a strong central factory and a developed logistics and distribution system, Juewei has realized "cold chain fresh, daily delivery to the store", ensuring that high-quality products reach consumers in a fresh and fast way, effectively improving the bargaining power of the supply chain, and deepening the cost advantage of the brand with scale.
At the beginning of 2023, Juewei proposed to fight three "must-win battles" (digital intelligence-driven, brand-young marketing battles; the battle of expansion according to local conditions and situation; Strengthen the foundation and pay close attention to the implementation of the operation battle) is a summary of Juewei's years of innovation.
After all, today's rational consumption trend in China is not limited to the vassal of price supremacy, but a return to the "heart-price ratio" based on product quality to enhance brand strength.
Haidilao's high price has not dissuaded consumers who want to experience fancy services, and many "white labels" have come to the stage to constantly touch the branded card position, and Juewei has also used the revenue record of operating income in 2023 to increase by 9.64% year-on-year to 7.261 billion yuan, and the net profit attributable to shareholders of listed companies increased by 46.63% year-on-year to 344 million yuan.
High-quality products, convenient channels, solid supply chains, and a youthful attitude are the value embodiment in the contemporary sense, and the real moat of brand enterprise management.