Recently, the "2021 Second Asian FMCG Industry Innovation Summit (FMCG 2021)" hosted by the CDMC Decision Maker Think Tank ended perfectly in Guangzhou, a flower city. More than 350 FMCG brand owners, e-commerce platforms and dealer managers attended the event. Jin Gong, a leading meat products enterprise, was invited to participate in the conference and won the "Most Creative Brand Marketing Award of the Year" for its outstanding achievements in health upgrading and digital marketing innovation in the past year.
(Golden Gong won the "Most Creative Brand Marketing Award of the Year")
It is reported that this summit with the theme of "return to humanism and reshape growth", around the brand strategy, brand innovation, new consumer groups, consumer insights, channel change, digital transformation, content marketing, digital marketing, private domain operation, omni-channel integration, O2O, live streaming with goods, community group buying, product & experience innovation, health and safety trends and other topics to discuss, Jin Gong Wenrui was invited to participate in the meeting and shared the new situation of Golden Gong in the new situation of healthy meat product innovation, channel change, New ideas and new initiatives in brand marketing.
Tailor-made healthy meat products for consumers
In recent years, people's attention to health has shown an unprecedented growth, the food industry is increasingly concerned about health, the main 0 sugar, low fat, salt reduction, plant-based and functional food riding the east wind, homeopathic growth. Under the background of the acceleration of consumption classification and the rise of healthy consumer demand, after more than 2 years of research, Jin gong obtained several keywords for Chinese people to consume ham sausage: health awareness, quality life, young groups and new health.
In order to meet consumers' demand for healthy meat, Golden Gong launched a comprehensive upgrade of the healthy meat brand - Healthy Food in July 2018, successfully opening the blue ocean market for healthy meat products. At present, the Jian Food Brand already has low-fat sausages, dietary fiber low-fat sausages, salt-reduced ham sausages and other products, respectively, with the health labels of "low fat and high protein", "low fat and high fiber" and "salt reduction without taste reduction", respectively, to create a healthy and high-quality meat consumption mode for consumers.
(Golden Gong Health Star Brand Healthy Food Series Products)
Build a global retail system that integrates online and offline
In recent years, the rapid rise of e-commerce platforms has made residents' food consumption shift significantly to online, especially in the special period of 2020, consumers' offline activities have been restricted, and online channels have ushered in unprecedented opportunities. To adapt to the changes in consumption channels, Jinluo integrates the product supply chain through the information platform + Internet of Things technology, and builds a new retail system that integrates online and offline.
At present, Jinluo has settled in e-commerce platforms such as Tmall, JD.com, Retail Tong, and Xintong road, and has established cooperation with many "community group buying" head platforms; at the same time, it has also actively laid out live e-commerce, from the normal live broadcast of Kuaishou and Douyin, to the live broadcast cooperation with KA channels such as Jiajiayue and Wumart, connecting consumers through diversified live broadcasts. It is with the help of the new retail system of O2O integration that Jinluo has achieved rapid listing of new products and global sales coverage of products, and delivered its meat products to the table of the Chinese people accurately, quickly and conveniently.
(Jinluo online e-commerce live broadcast room sales have repeatedly reached a new high)
Integrate brand marketing into consumer life scenarios
With the increase in Internet penetration in China, consumer catalyst habits are constantly changing. For the traditional food industry, how to adapt to the changes in the new media environment and consumer channels, adjust the marketing strategy in a timely manner, integrate products into consumer shopping, entertainment and other life scenarios with the help of marketing advantages, and quickly create Internet celebrity products in the next few years.
As a new favorite of traffic, short videos have become an important marketing position in the food and beverage industry. Focusing on the characteristics of "low fat and high protein" products, Golden Gong Jianli collected a large number of original UGC content through the Douyin Short Video Challenge/National Task, KOL Cooperative Grass Planting, etc., and the total number of related topics played more than 2.5 billion times, achieving phenomenon-level communication and helping the communication and interaction between the Golden Gong brand and young people.
(Golden Gong Douyin "TianCai Healthy Year" national task)
After a special period in 2020, more young people are starting to try to cook on their own. In line with this trend, Jinluo Jianli carried out precision content marketing through the kitchen APP under vertical media, launched the "Light and Thin Spring, Pretty and Delicious Food Light" fancy food challenge, and the relevant content was released simultaneously on Weibo, Little Red Book, etc., attracting many fans to participate, and achieving precipitation from traffic to users by planting grass.
In the face of profound changes in the marketing environment, whether it is "product innovation", "channel change" and "brand marketing", its fundamental lies in the deep connection with consumers. Insight into the future, and active innovation, Jin Gong believes that only by taking consumers as the center, deeply understanding the needs of consumers, tailoring products for consumers, and truly integrating channels and marketing into consumers' lives, can the brand maintain competitiveness and achieve sustainable development in the rapidly changing market environment.