"Good morning, taste of the city! #KFC Zhiwei Xiaolong #New listing, Hangzhou, Wenzhou, Shaoxing limited sale! ”
KFC, which loves to do things, has a new action in the past two days: cooperating with Zhiweiguan and starting to sell small dumplings.
01
KFC × small dumplings
This is the first time KFC has launched a small dumpling. KFC's fame coupled with the fame of Xiaolongbao, KFC's news of Xiaolongbao spread, which quickly triggered heated discussions.
As far as the brand jun knows, there are 2 key words in the KFC brand small dumplings.
Keyword 1: Zhiwei view
Throughout the country, even if the small dumplings in many places are quite capable of fighting, the status of Hangzhou small dumplings in the entire small dumpling industry is still difficult to shake.
KFC is well aware of this, too.
Therefore, this time, it did not choose to single-handedly break into the Chinese dim sum circle, but cooperated with Hangzhou's century-old brand Zhiweiguan to jointly launch Xiaolongbao.
With the blessing of the concept of taste, the quality of KFC dumplings should be basically guaranteed, and everyone should not worry too much about the problem of "whether foreign fast food can do Chinese dim sum".
Keyword 2: city limit
As mentioned above, KFC dumplings belong to the "Taste of the City" series of products and are only available in Hangzhou, Wenzhou and Shaoxing.
The last time KFC launched a "Taste of the City" themed product was in February this year.
"Craftsman-made alkali noodles, the taste is strong, all kinds of taste, rich and enjoyable!" KFC Wuhan hot dry noodles, Wuhan limited sale..."
The front foot sells hot dry noodles in Wuhan, and the back foot sells small dumplings in Hangzhou, KFC is really quite daring!
Brand Jun speculated that hot dry noodles are the beginning, small dumplings are not the end, and KFC is likely to continue to launch a series of urban theme foods in the future.
02
Is it going astray in its localization?
Every time KFC pushes a new one, especially when it launches "Chinese food", the topic of whether its localization road has gone astray will be hotly discussed.
So, as a well-known Western-style fast food brand with a global reputation, how is KFC's localization going, and has it deviated from the right track?
Since entering the Chinese market, KFC has continued to deepen localization marketing and launched one Chinese-flavored food after another.
"Dragon Boat Festival, when eating rice dumplings, K remembers that the dumplings should return in season, waiting for you to taste!"
On May 13, KFC posted a weibo post to warm up the upcoming limited fresh meat dumplings.
"Turns out you're such a KAIFENGCAI!" Brand new quick cooked pre-packaged food, cook at home at any time, simple for a few minutes, enjoy home for one person. ”
In October 2020, KFC announced several new dishes in one go, including chicken soup, chicken breast and chicken snail powder.
In addition, skinny egg lean porridge, classic flavor bean blossoms, anxin big fritters, Kowloon jinyu tea eggs and sun eggs have long become popular products for KFC breakfast.
No wonder in recent years, some netizens have continued to sigh: KFC is really becoming more and more like a "Chinese restaurant".
The benefit of increasingly local menu variety is that it can expand the reach of your audience by enriching your product categories. At the same time, it can also skillfully use the contrast between the positioning of "Western food" and "Chinese food" to detonate the topic and enhance the brand popularity.
In fact, KFC does rely on selling Chinese food and has gained a lot of traffic.
Of course, the drawbacks of this approach are also quite obvious.
First of all, as a Western-style fast food brand, KFC frequently involves in Chinese meals, which is easy to be labeled as not focusing on the main business, affecting the overall positioning of the brand.
Secondly, as the saying goes, there is a specialization in the art industry.
For brands like KFC, which have a large number of stores and high supply chain requirements, it is difficult to imagine how difficult it is for its meal products to go out of the circle with excellent taste.
Once the taste of the product is misaligned with consumer expectations, the brand reputation may turn over.
In summary, the brand Jun feels that KFC's localization road is not "off track", after all, for brands, constantly pushing new is one of the effective ways to promote consumers to maintain freshness to the brand.
However, brands need to remind KFC that when deeply cultivating the localization strategy, they must be based on culture, and there is an inseparable and delicate connection between traditional Chinese culture and traditional food.
When implementing a localization marketing plan, brands should use culture as the entrance, not just stay on the surface.
Presenting consumers with the possibility of brand culture diversity is the correct way to open localization marketing.