Recently, Shou Quanzhai officially announced that Sun Yiwen, gold medalist in the women's epee individual competition at the Tokyo Olympics, has become its brand ambassador. In the theme of "Strength Renewed, Sword Refers to 'Ginger'", Sun Yiwen's heroic and sassy image complements the natural and healthy Shouquan Zhai Brown Sugar Ginger Tea. Following the product and channel upgrades, Shou Quanzhai has also fallen behind in brand upgrades.
Epee Attack Oriental food and drink are just red
Founded in 1760 during the Qianlong period of the Qing Dynasty, Shou Quanzhai invited Olympic champion Sun Yiwen as its brand ambassador, which can be described as another successful attempt by the century-old brand in its brand upgrade.
On the one hand, it is the fit of Shou Quanzhai brand culture and Olympic spirit. At the 1984 Los Angeles Olympics, China won the first gold medal in fencing, ending the 88-year dominance of fencing by Europeans. Since then, Chinese players have won the world fencing championship many times. The story of winning the championship coincides with the brand story of Shou Quanzhai as a brand with a history of nearly 300 years and a century of deep cultivation of herbal healthy diets with ginger as the core.
On the other hand, the health and health concept advocated by Shou Quan Zhai is also in line with the strict diet and nutrition needs behind the Olympic champions, and can be recognized by the Olympic champions, which is the best endorsement of the high quality, safety and health of Shou Quan Zhai products. At the same time, Olympic champion Sun Yiwen's excellent performance on the field and the external image full of affinity are also very suitable for the brand tone of Shou Quanzhai professional, healthy, healthy and caring. This makes the brand's projection in the consumer's heart go deeper.
Continuous efforts to explore and create time-honored brand value
With the development of the times, how can the "old brands" keep pace with the times and stand firm in the ever-changing market situation? For this market problem in front of many long-established brands, Shou Quanzhai's solution idea is "to upgrade brands and products by embracing the Internet, and continue to strive to create the brand value of Shou Quanzhai in the new era".
Shou Quanzhai is one of the earliest batch of traditional long-established brands in China to embrace Internet e-commerce, as early as 2012, Shou Quanzhai entered the Tmall mall to open an official flagship store and embarked on the fast track of e-commerce.
In 2020, Shou Quanzhai upgraded its brand positioning to "Oriental Food and Beverage, The Way of Health", and at the same time carried out a younger brand iteration in VI, product formula, and product packaging. Shou Quanzhai's move not only strengthens the cultural bearing of the century-old brand, but also examines its own value with a more international and modern perspective. With the enhancement of national self-confidence and the rise of national tide culture, the eight words of "Oriental Food and Drink, The Way of Health" indicate a huge market space and user value.
Since 2017, Shou Quanzhai has ranked first in sales of the "ginger soup" category of tao for three consecutive years. "Brown sugar ginger tea I want to live the whole fast" has become the general consensus of the market. In 2021, Shou Quan Zhai, which has been focusing on the research and development, production and sales of herbal healthy diets with ginger as the core, upgraded the formula of its explosive product brown sugar ginger tea, added many innovative elements, and injected more healthy and healthy product factors while inheriting the excellent traditional ginger warm formula. This move caters to the trend of the times in recent years when women's self-care awareness has awakened, and strengthens the brand's healthy image in the female audience.
Source: Beijing News Network