Due to the low entry threshold and nonstandard food industry, the production enterprises have fallen into the dust, the competition is extremely fierce, and the homogenization of products is very serious. Every day, there are channel wars, price wars, human naval battles and advertising wars. Consumers have no choice in the face of complicated information, countless marketing expenses are wasted, all marketing resources such as advertising are weak in innovation, and continuous innovation is even less. So where should we innovate? How to innovate? Channel innovation: In addition to traditional channels and supermarkets, we should actively develop some special channels such as hotels, restaurants, night shows, airports, docks, office buildings, traffic stations, cinemas, schools and hotels. Product innovation: product innovation means category innovation, taste innovation and nutritional value innovation. Packaging innovation: packaging should be concise, reasonable in color matching, and the shape should conform to aesthetic characteristics, which is convenient for consumers to use. Innovation of promotion activities: innovation of promotion methods should not blindly use measures such as giving away and reducing prices, but should understand the changing mode of consumer psychology. Innovation of sales policy: Don't keep the sales policy unchanged, make innovations and make your own things according to the stimulus policies of peers. Advertising communication strategy and production innovation: advertising production is not necessarily costly, as long as it takes consumers as the center, simply and clearly conveys the value of products and makes consumers understand it is successful. Classic case: I recently read an article about the brand innovation strategy of a Taiwan Province food brand: the name of the food is Little Sister Zhang Junya, Zhang Junya is a series of foods in Taiwan Province, and the real person is also a food brand. Fight our way out in the fierce instant noodle market. Marketing strategy: Zhang Junya's series of advertisements won the highest prize in the advertising field in Taiwan Province. There are no big productions and stars in this series. The set scenes, the language used and the actors chosen are all familiar to Taiwan Province consumers, as if they were funny Taiwanese short plays that happened around them. The content of the TV advertisement is introduced: A, Hand-beating Noodles-Li Changzi "Little Sister Zhang Junya, the long-lasting instant noodles have been cooked. Grandma has given you one minute to go back and sip them. If the noodles go bad, Yi will not be responsible!" It has been two years since this line appeared. I believe it is still fresh in people's memory and very interesting to speak it. Designers design with the idea of retro, and use the simple family village as the background of the story. Most of these scenes no longer exist in the present life, such as the aunt next door, the little sister running in clogs with explosive heads, drying clothes in the streets and lanes, and beating her husband with a broom. Among them, the humorous store like the "grocery store" in the advertisement is called "supermarket", which has become kuso's "old-fashioned" for the young consumption era. B, Dim Sum Noodle-Picked up an article Since the unexpected popularity of hand-made noodles, the company decided to strike while the iron is hot, and then launched a second product, emphasizing the brand of "Zhang Junya Little Sister" again through advertisements. The content of the advertisement is that the young man picked up a pack of snacks, and the children said that he dropped them. Later, the young man first asked the children's names kindly, and the children said their own names. But the young man immediately changed his attitude and said, "No!" Pointing at the package, he told the children that the name on the snack was only the snack noodle with "Little Sister Zhang Junya" written on it, but not your name. Young people took the opportunity to eat snacks and leave, leaving only the children who were swayed in vain to be sad in the same place. C, Crushing Noodles-The content of the title article is that the teacher is calling the roll. When she arrives in Zhang Junya, the students say that she didn't come because she went to the hospital with her grandmother. The teacher was concerned about asking if her grandmother was ill. Students don't answer right ~ because Zhang Junya's face is so swollen, so big, so big! The teacher asked, "Did she get caught in the door?" The students picked up the crushed noodles and said, "No, because all of us have been pinching them for her, pinching them all the time, and pinching them straight." Narrator: Little sister Zhang Junya's crushed noodles are on sale! Would you please be gentle? The above series of advertisements have created many topics among students and young people in Taiwan Province. According to the company's market survey, more than 71% of consumers became loyal consumers of the company after seeing the advertisements. No one would have thought that instant noodles could be so funny before seeing Zhang Junya's little sister's products. The products are hand-made noodles, crisp noodles, dim sum noodles and other products. The head of Zhang Junya's little sister is printed on the outer packaging of the products, and it says, "This product has been tried by Zhang Junya's little sister and evaluated as a good Good Good Eat product. Please rest assured to buy it!" The way to eat the product is also very funny. There is a product called "Crushed Noodles". Consumers can crush the noodles in the package with their hands before eating, and there are also "food safety rules" on the package-"No weapons, foot stepping, head hammer and car crushing". As usual, the cartoon head of Zhang Junya's little sister is on the product package, and a huge crying face is still stuck with a band-aid, which reads: "Face is quilt." Dealers who make puffed food have a distress, that is, the breakage rate of products in Shangchao is very high, because many consumers take pleasure in squeezing and crushing puffed food, and even there is a "pinching family", but the company does the opposite. The selling point of products is that they can be pinched, fully satisfy consumers' fun psychology, and can be eaten and played. After the products are launched during the summer vacation, they immediately gain a huge share in the fierce puffed snack food market. In Zhang Junya, Taiwan Province, my little sister has her own facebook to communicate with fans at any time, as well as Zhang Junya's MSN emoji, big head stickers, Zhang Junya dolls and so on. These derivative products not only enrich the connotation of the brand, but also become a powerful tool for the company's marketing. Last year, the company launched a campaign to buy ten packs of dim sum noodles, which can be exchanged for a little sister doll in Zhang Junya, and the effect is very good.