Source: Shanghai Securities News
Author: Zheng Junting
"Zibo barbecue has three treasures, Aoi tofu is indispensable"
"Zibo barbecue and Tsingtao Brewery, hospitality welcomes you in Shandong!"
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With the continuous hotness of Zibo barbecue, in addition to tourists from all over the world, many Chinese food and beverage listed companies are also stable. By hanging banners, vertical cards, free products, sponsorship activities, etc.Field traffic feast to help brand marketing.
According to the incomplete statistics of reporters, at present, there are no less than 10 food beverages listed companies exposed in Zibo's local brand image, including Anjing Food, Tsingtao Beer, Yili, and Rock (Shanghai Guijiu).
Each exhibition can start marketing war
"The brand is too hard!" Mr. Li, who played in Zibo during the May Day holiday, shared with reporters.
According to its memories, in Zibo, there are many brands from the high -speed rail station from the high -speed rail station. There are many brands in free distribution of water, drinks, yogurt and other products. At the door of the barbecue restaurants, the brand's advertising banner and exhibition cards are hung.In addition, in some official barbecue activities, there are also brand settings exhibition area and punching point.
The reporter noticed that among the "蹭" hot -listed food and beverage companies, Aoi Food Action is relatively fast.On April 26, Aoi Food released a number of marketing activities of local teams in the official tweet, and took the opportunity to promote its specialty barbecue products.
"In recent years, barbecue channels have always been the most important terminal sales outlets of Anjing Food. Ai Ajing's Chiba tofu, fish tofu, row, dumplings and other hot pot ingredients are deeply opened in the open small Class B in barbecue consumption scenariosCustomers' love. "Liang Chen, the secretary of Aoi Food, told reporters.
According to reports, Aoi Food has been working in Zibo for many years and has established a dense distribution network. The products have been laid to major wholesale markets and terminal outlets. The popularity of barbecue stalls has brought a lot of product demand.
"Barbecue with beer, drink one night." As an excellent partner of the barbecue scene, beer is not allowed to be at this feast, and it is expected to become one of the biggest winners.
Recently, Qingdao Brewery has released several Zibo barbecue promotional videos through the official video number.In the video, the diners warmly raised the wine glass enthusiastically.In addition, Tsingtao Beer also interacts with consumers by setting up a punch point.
At the performance briefing held on April 25, Cai Zhiwei, president of Tsingtao Beer Marketing, said that Zibo is the base market of Qingdao Beer. It has a very good consumption foundation. Qingdao Beer has a high loading rate in the local product portfolio.
In addition, some companies actively conduct brand marketing by participating in the official barbecue activities of Zibo.For example, Shanghai Guijiu, as the only white wine co -operating brand in the Zibo barbecue experience, its most liquor appears at the stage of the event, the billboards and flags of the main entrance have set up multiple punching points. In addition, it has also created it.A modern exhibition area with a sense of modernity attracts consumers to stop and visit.
Brand exposure significance is greater than sales of sales
For the "grilled" food and beverage company of Jinzi, although the activities participating in this popular network have different purposes, overall, the brand exposure improvement and enhance the brand interact with consumers to interact with consumers.Its significance is much greater than the sales of sales.
Tsinghua beer insiders told reporters that because the company's sales scale is too large, Zibo barbecue explosion has little effect on total sales.However, Tsingtao Beer attaches great importance to and actively expands the consumer scene represented by night market stalls and barbecue.
Anjing Food also told reporters that although the company ’s barbecue products have increased significantly in Zibo, after all, Zibo is a local market after all. For companies with large volume and nationalized layout, the role of sales is not obvious.Essence
"The most? The wine brand is the liquor brand of the main young people under the Shanghai Guijiu, and is committed to integrating traditional liquor into the lives of young consumers and actively embrace young people and trendy culture. This time it is a time to participate in Zibo barbecue.Exhibition of brand strength and brand image. Through this activity, Shanghai Guijiu · The most? The best wine can further consolidate and enhance the popularity in the market, and also open up the awareness of the brand and products of the young target audience. "Shanghai Guijiu WineRelevant person in charge said in an interview with reporters.
It is understood that through this event, Shanghai Guijiu · The most launching in March has been highly exposed in Zibo, a new popular city in Zibo. The brand's global exposure has exceeded 300 million people, and social attention has increased significantly.
Shen Meng, executive director of Xiang Song Capital, believes that Zibo barbecue is a successful case of local combination of long -holiday marketing. Catering brands are understandable for marketing.Test the key to marketing.If these well -known brands begin to intervene at the tail of the waves of marketing popularity in Zibo barbecue, then maybe the results may be relatively limited.
"In the process of borrowing marketing, the category attributes are very important. For example, thousands of pages of tofu, meat, and beer are all matched with barbecue.The popularity will also cause consumers to dislike it. In particular, it is important to note that when borrowing marketing, it is necessary to reflect the brand's differentiated advantage, otherwise it is just a lively wave, and the lively will stop. There is no precipitation. "The Reese strategy."Luo Xianliang, Director of Positioning Consulting.
