Regard biscuit as the bound " happy tall " -- some of what spelling what Aoliao, can play an a few different trick every year.
Aoliao this magical small biscuit, as high frequency, low the product that share, how do they innovate through sale, make a tremendous lung-power and attention spend, also precipitated for the brand a few new old practices and element.
Began 2020, aoliao is becoming angry there is a lot of innovation again on sale, one newest is to go up demarcate of season of the 10 or 20 days following Lunar New Year's Day is tasted newly, change powdery makeup. A few earlier, be Supreme red biscuit was released jointly with Supreme in Feburary, by consumer mad grab and detonate gregarious media.
>> Aoliaodi changes pink
Consumer people right " season is tasted newly " the idea is not new, on March 20, 2020, demarcate of season of the 10 or 20 days following Lunar New Year's Day on Aoliao is tasted newly.
This second be being tasted newly is oriental cherry respectively He Baitao of the flavour that wipe tea Wu Long flavour. Oriental cherry wipes tea flavor advocate dozen " the Yan Zhi like fairy, send out Chun Rilang overflows breath " , "Biscuit of Chun Ying pink deserves to go up day type wipes tea with filling " . The Aoliao that biscuit of flavour of dragon of white peach black still is a tradition black biscuit, with filling is taste of juicily Bai Tao, it is the good news that Bai Tao dominates.
>> Supreme is red Aoliao by the netizen mad grab
Feburary 2020, catalog of series of Supreme2020 Chun Xia and sheet of complete put on sale taste detailed list to appear formally. Among them, suck eyeball particularly by Supreme and the biscuit that abstruse Leo releases jointly.
With common edition Aoliao differs, cosignatory money from pack biscuit to use Supreme entirely red, and imprint have marked Supreme Logo, it is reported, cosignatory money will sell 8 U.S. dollors (approximate 56 yuan of RMBs) a packet, contain only inside 3 biscuit. Although compare average fund several times more expensive, but regarding Supreme as cosignatory money is simply " conscience price " , the person that wants proceed with is afraid already without number, chen Guanxi cannot help even fashionable tide person one'sing mind disturbed, direct on Ins @supreme expresses to mean take as the point of departure.
Aoliao cake body becomes angry sale innovation strategy analyses:
1, cake body looks as the story board, will bear the weight of content and IP attribute
A lot of companies look product itself as the story board will bear the weight of content and IP attribute, for instance Aoliao regards the heat poster that carrier makes and video as biscuit, time-tested.
Besides Aoliao, look for the story with product itself board case still has many, for instance the tide of the T-shirt of library of garment of Buck's coffee cup, actor, Li Ning takes the bit, the heat of musically of cloud of the hotel on the body of Coke Cola, Airbnb, Netease is judged same, "Product namely sale " , assumed the mission that the brand transmits.
Every morning, card sale group can pay close attention to Aoliaopin the popular topic that day, the choice fits the theme of the brand, the on the flower 6 time to 7 hours prepare content. And without one exception, event of every heat news is with Aoliao biscuit itself makes originality. For instance for support " month of same sex pride " and make irised with filling layer Aoliao caused media and gregarious network to pay close attention to and discuss in great quantities.
2, follow closely tendency of the day, brand sale mainland is changed
Sale thinks of to accomplish let consumer arise in all affection, achieve the value of brand product with respect to need visible, "Disturbed " user intelligence, those who make its produce blame reason is decision-making.
To Aoliao such international brand, want to combine Chinese traditional culture, change sale to open Chinese market with mainland, not only need undertakes unscrambling on culture, need to packing the respect such as concept of taste of design, product, sale to undertake innovating more.
For instance Aoliao hand in hand the palace cookie that the Imperial Palace makes, packing, the respect such as taste undertook innovating, xin Xiang is peppery the taste such as cake is more brand-new product, battalion is catered to to sell popular trend on the design " Chinese wind " while, historical story embedded come in brand sale, building " lively " sale theme while, built interesting setting to reflect product value, at the same time aggrandizement brand image.
3, taste innovates, increase exclusive culture colour
The product is advertisement namely, originality taste is very good sale step. Besides the classical raw ingredient on the market, the product taste countless that Aoliao develops, according to statistic, the product taste that making work on American market now amounts to 40 kinds of above. For example the Swedish fishiness, flavour that play a side, fried chicken flavour is waited a moment, and for the taste with Chinese custom-built market: Acid of flavour of ancient early hawkthorn is sweet promote the secretion of saliva or body fluid, fork of sweet tangy, current mood cooks tea of flavour of cake of really sweet green tea outside flavour fragile inside delicacy is waited a moment, have intense exclusive culture colour.
Besides Aoliao besides the taste of official research and development, aoliao still invites consumer to participate in taste to make. Build to give this originality the activity situation, aoliaote meaning invite source of king of new generation God to be spokesman, "Ponder contend for hegemony is surpassed " little game, while consumer is participating in little game, also can challenge big star, the of before 10 taste on pop chart will include Aoliao workshop.
Epilogue:
If say Aoliao is the world, the food brand that 2 meetings enjoy, so unmanned dare say, one, aoliao is a brand with subordinate group of 100 million grow, on the world, an Aoliao was 1912 in new York work off, this biscuit appears on the market with respect to fashionable whole United States, be apart from today till, already sold well 107 years in the market, more than 490 billion, be be worthy of " biscuit overlord " .
This vicissitude of the market is too sharp, the demand of consumer also is change quickly. This brand that survives more than 100 years in the market, use the attitude that innovates actively all the time, study the culture that target user likes and language system hard, make the product that gives consumer to like, hold position in the heart of consumer thereby.
