From the brand name to the beverage packaging, Yuan Qisenlin is full of Japanese elements, from the Japanese word "Mian" in the logo of "Yuanmian Forest" to the word "Yuanmian Forest of Japan Co., Ltd." on the packaging, it has to be admitted that these have quickly lowered the consumer's cognitive threshold for the brand, established a clear brand image among consumers, and helped the product to open the first door of the market.
Although Yuan Qi Forest has been quietly tearing off its "Japanese" coat recently, the brand said that the highly recognizable "Xi" will still be kept as a trademark.
Second, accurate positioning, "sugar-free tea" has become a big explosion point.
Yuan Qi Forest was founded in 20 16, which is the time when the domestic tea beverage market began to shuffle. At that time, the domestic sugar-free tea beverage only had "oriental leaves", and its performance was not as good as the oolong tea series launched by Suntory. The whole sugar-free tea market is still a blue ocean.
Yuan Qi Forest entered the market at this time, grasping the pain point of "sugar-free" consumption, focusing on healthy fat burning, and the introduction of packaging is young, which directly hits the key point after 90 s and 00 s-you can lose weight by drinking a drink, so buy it quickly!
At the same time, Yuan Qi Forest was rolled out from offline convenience stores, and online publicity was also rolled out in Xiaohongshu, Tik Tok and Weibo, and e-commerce sales began. With the help of the east wind of the Internet, Yuan Qisenlin became an instant hit. In the activities of 20 19 and 6 18, the sales volume and sales volume of Yuan Qi forest were the first.
Third, public relations are rapid, and factory activities are not afraid to respond.
With the popularity of dynamic forests, some problems have gradually surfaced. The First Hospital of Zhejiang University tweeted on the official WeChat account in June that the sugar content of a bottle of Yuan Qi Forest can be converted into four cubes of sugar, which is about the sugar content of a bottle of Nestle coffee. Yuan Qi Forest immediately struck out with a heavy fist, and directly threw out the testing report of the authoritative organization in the official Weibo.
The test result is 0 sugar, 0 fat and 0 card, which not only maintains the brand image, but also enhances the credibility in the hearts of consumers.
Food safety is a top priority for food enterprises. The customer service of Yuan Qi Forest Flagship Store immediately gave a sincere reply. At the same time, just one day later, Yuan Qi Forest launched public relations on the official Weibo, showing full sincerity.
Provide travel expenses and meals, and invite users to visit the processing factory in Yuan Qi Forest, so that users can see for themselves. Before things were fermented, Yuan Qi Forest's public relations were rapid and sincere, and it immediately gained a wave of goodwill, and its reputation on the platform was also constantly improved.
Fourth, focus on youth, variety games will be brushed.
In order to better explore the youth market, Yuan Qi Forest has a layout in various fields that young friends are interested in. Sponsor variety shows "Our Band", "Sports Teenager" and "Vibrant Brother" to strengthen brand vitality and sports school image; Cooperate with FIRST Film Festival to expand territory in the field of culture and youth; Cooperate with the game "Peace Elite" to expand the secondary platform.
Spread out layer by layer, and grasp all aspects of the younger generation's life.
Verb (abbreviation of verb) Cross-border linkage and active cooperation to enhance influence
As a bottled drink, Yuan Qi Forest is not limited to the unique development mode of traditional bottled drinks, but draws on the ideas of loving tea and being snow, and cooperates with many brands.
From the earliest joint wine brands "Absolute Vodka" and "Jiang" to the later "Haohuanluo" snail powder, there is even a cross-border cooperation with the skin care brand "Yuemuzhiyuan". These brands have a certain influence in the hearts of young people, and the strong alliance will inevitably make the appeal of Yuan Qi Forest stronger and stronger.