/PRZWT/GUANGZHOU, August 26, 2024 - On August 18, Ziyan Food officially announced that Yang Di, the "chief food partner", will strengthen the brand's product image through online and offline global marketing, and seize the consumer mind of "Ziyan = food partner". Through the cooperation with Yang Di, Ziyan will further establish a connection with young people, enter the food scene of young people, provide them with delicious food, and become the "food partner" of their emotional value.
As the top ten buzzwords in 2023, "Tiaozi" is a new trend of young people's stress-free emotional social interaction. It is a kind of pressure-free social interaction that does not need to be maintained, and has more independent choices and free space. This time, Ziyan chose "Fanjiaozi" as the entry point of communication, which is also in line with the brand concept of "anything can be mixed, anything can be mixed, and it is delicious no matter how you mix it. The main focus is a versatile".
Ziyan official propaganda rice partner Yang Di, strong cooperation, high fit
Ziyan Food said that the choice of Yang Di as the "chief food partner" is mainly based on the consistency of the two sides in the core and pursuit, and has a high degree of compatibility in terms of hard core strength, grounding, rescue and continuous learning.
In terms of hard-core strength, Yang Di has the hard power to change from funny Internet celebrities to variety show brothers, from little-known small roles to online high-exposure word-of-mouth characters, which is also behind his dedication to participating in 26 variety shows and recording 108 variety shows a year at most; in terms of grounding, Yang Di can send "belly laughs" to audiences of all ages in the era of rapid volume and huge pressure; in terms of rescue, Yang Di can "save people from fire and water" in any field with multiple identities such as actor, host, and impersonator performer; and in terms of continuous learning, Yang Di cannot do without paying attention to the many popular images on the screen and spending a lot of time actively learning and trying to change.
Ziyan has also grown from a small braised food store called "Zhong Ji" to a "nationwide listed braised cooked food chain enterprise" after more than 30 years of hard work. And, Ziyan has always taken "bring Ziyan, go home for dinner" as the vision, so that consumers of all ages can relieve pressure and enjoy delicious food. Relying on the layout of more than 6,300 offline stores, Ziyan has the ability to provide consumers with "take it away, eat it immediately". You can get a table of food when you go downstairs and leave the community. In recent years, Ziyan has embraced change, taken the initiative to seek change, established an innovation research institute and will be committed to building it into a "domestic first-class modern food research center", introduced intelligent equipment offline, and adopted new forms of communication online.
Online + offline global marketing brand volume continues to increase
According to the introduction, this marketing activity adopts online + offline omni-channel communication, which realizes the simultaneous improvement of store volume and social topics. Online, Ziyan amplifies the brand volume through the Weibo lottery topic, reminds offline stores through WeChat preferential activities, distributes coupons through Douyin live broadcast to promote transformation, and plants grass through Xiaohongshu topic welfare circle powder boutique content; offline, Ziyan creates special clothing stores, and customers can share photos with Yang Dili cards to receive free refrigerator stickers, stickers, and other Yang Di peripherals to build a long-term brand mind. At the same time, it conducts outdoor advertising in eleven cities, and realizes strong exposure of the brand through subway, ladder media access control, and large screens.
Specifically, during the warm-up period, Ziyan interacted through the puzzles of the spokesperson's quiz, combined with the topics of "Ziyan's new partner" and "Who doesn't have a meal partner" to create, to achieve brand topic establishment and content water storage; during the outbreak period, through official publicity hot search, TVC release, and content hype to reveal the spokesperson, it continued to create topics and activities such as "Yang Di's entry into Ziyan", "Ziyan's mixed vegetables, and Zhendi's meal" and "Yang Di's fastest food name" to heat up topic discussion; during the continuation period, it continued topic trendiness through KOL/KOC channels, and achieved long-tail publicity effects through the interpretation and reporting of marketing actions and results. It is worth mentioning that Ziyan held a seckill and lottery in the 818 Douyin live stream, in line with the spokesperson's official publicity timing and consumer demand in the hour lottery, prizes including gold coins, iPhone mobile phones, cosmetics, etc. A total of 100 physical gifts, in the regular time seckill group coupons, including 500,000 husband and wife lung slices, 1 million "hand-torn chicken + pork head meat" package and other regular discount coupons, achieved a good communication effect.
In the context of a weak market environment and intense competition on the Luwei track, Ziyan Food has always started from consumer demand, constantly adapting to consumer changes and penetrating into new markets and consumption scenarios. Ziyan Food's official announcement of Yang Di as the "chief meal partner" will help the brand break through the circle and penetrate into young consumer groups, thus maintaining healthy growth and achieving the strategic goal of stable development.
