"The saddest thing when working alone is to find that you have no sense of existence and are ignored by your friends. Yanjing U8's limited edition for the Mid-Autumn Festival has a new slogan of 'more reunion with you', which makes me feel a sense of being worried and relieved. The relief of the pain point, I want to buy a few more boxes and give them to my friends who accompany me all the way!" said Xiao Xuan, a post-2000 generation.
The 2022 Mid-Autumn Festival is approaching, and major brands have launched a new round of marketing "tough battle". Yanjing Beer, which is the marketing benchmark in the beer industry, has also played its best in the battle recently, launching Yanjing U8 Mid-Autumn Festival products. In order to fit the artistic conception of the Mid-Autumn Festival, Yanjing Beer has once again enriched the new connotation of the company's "with you culture" and launched the slogan "Being reunited with you", using unique vision + taste to have intimate dialogues with consumers. In terms of the outer packaging of the can, Yanjing U8 incorporates the hottest elements of the "Yuan Universe" in the current technology circle, and subtly transforms the "Jade Rabbit" representing the Mid-Autumn Festival into an "astronaut", which means that you will successfully chase the moon and reunite with you , this creative design has aroused widespread resonance among young consumers.
It is reported that Yanjing U8 Mid-Autumn Festival products have been sold online and offline through multiple channels. On the online side, Yanjing has joined forces with the WeChat mall to not only launch the Mid-Autumn Festival Yanjing U8, Yanjing Eight Scenery gift boxes, but also various limited-time discounts; in the offline channel, Yanjing Beer has already taken the lead in Beijing, Jinhua, Lishui, Baotou, etc. The city has worked hard to create a strong atmosphere for the Mid-Autumn Festival together with major supermarkets. Chen Gang, a senior analyst in the beer industry, believes that the current Mid-Autumn Festival "battle" is still in full swing. Judging from Yanjing's past marketing operation performance, this Mid-Autumn Festival "battle for festival money" should be able to reap good results.
In addition, this year's Mid-Autumn Festival and Teacher's Day are on the same day. To pay respect to teachers, from now until September 10, if you spend 99 yuan or more at the official store of Yanjing Beer on the all-e-commerce platform, you can get a beautiful white beer with a teacher qualification certificate. A beer mug.
"It's more reunion with you", multi-channel rendering of the atmosphere of the Mid-Autumn Festival
Yanjing U8 is new!
In a few days, the annual Mid-Autumn Festival will come as scheduled. Many citizens and friends in Beijing, Jinhua City, Lishui City, Baotou, Ordos and other places have discovered that Yanjing U8, which is prominently deployed in major supermarkets , has quietly put on "holiday new clothes". It is reported that in order to welcome the Mid-Autumn Festival, Yanjing U8 linked the "Culture with You" with the Mid-Autumn Festival, and launched a Mid-Autumn Festival gift box with the theme of "Being more reunion with you", hoping to add a strong beer flavor to the festival.
"Yanjing Beer promotes the strategic concept of 'younger products leverage the youth market', and strives to create a fashionable, diverse and inclusive brand image. In this round of offensive, the team of Yanjing Beer Marketing Management Center implanted more There are many Mid-Autumn Festival elements of the national trend, and the combination of "offline atmosphere, online welfare" is used to carry out targeted communication, which will continue to add points to the brand's rejuvenation, and will also successfully attract the attention of young consumers and inspire them. purchase and consumption desire.” said Chen Gang, a senior analyst in the beer industry.
At present, there has been a wave of enthusiasm on major social platforms. Enter "Yanjing U8" on these platforms, and you will find a lot of loyal netizens, especially fans of Xu Caikun, posting personalized customized products of Yanjing Beer Mid-Autumn Festival. , "Yanjing U8 Mid-Autumn Festival limited edition has been obtained!" "This Mid-Autumn Festival I want to drink Yanjing U8 with my family KUN", "Yanjing U8 limited edition I come to you" and other comments emerge in endlessly.
Follow the "heart" + take the "new", deeply rooted "with you culture"
Festival marketing must create an emotional bond between products and consumers. Chen Gang, a senior analyst in the beer industry, believes that, "Different from simply selling products desperately, in the Mid-Autumn Festival offensive in 2022, Yanjing Beer will use the 'You Culture' as a bond to start 'heart-to-heart' with young people and chat about common interests. This is a marketing strategy of "heart" + "new".
In recent years, Yanjing Beer has innovatively rooted the "you culture" in the whole process of product development, production and sales, and used young people's hot topics as social interaction contacts to connect thousands of people from different regions and ages. "You" with different hobbies, different life states, and different value propositions will infiltrate the brand culture of "I love you, Yanjing has me" from multiple angles into young people's study, work and various social scenes, triggering young people Human emotions.
The slogan "We are more reunion with you" may seem ordinary, but the "spiritual attack" contained in it is of great significance to Generation Z. Chen Gang believes that "the collapse of adults is not because of how difficult a person's situation is, but because they suddenly find that they lack a sense of existence and are ignored by the circle and society. The new slogan of Yanjing U8 is to arouse consumers to be concerned and be ignored. The feeling of companionship describes the "psychological pain points" of young consumer groups with empathy, and the value recognition of target users is very warm, which is bound to stimulate consumers' desire to buy, and at the same time further deepen the connotation of "you culture" ——'With you by my side, my Mid-Autumn Festival will be more reunion!'”
In addition to "taking care" to root "you culture" in products, this year Yanjing is also very "innovative" in promoting traditional culture. The Yanjing U8 limited edition is ingenious in the outer packaging design, transforming the jade rabbit into an astronaut, cleverly combining the traditional Mid-Autumn Festival elements with the current news about the successful departure of the Shenzhou 14 astronauts and the most popular metaverse concept in the technology circle. Combined to attract young people's attention. Many consumers born in the 90s and 00s said that Yanjing has avant-garde, precise and creative style of the national trend. Whether it is packaging or taste, it caters to the consumption preferences of young people. "Yanjing Beer has become a way for us to express our identity, One of the preferred beer brands that reflect personal belonging.”
Focus on marketing hotspots and build a normal communication
The trend is always changing. Only by building a bridge of communication with consumers and maintaining a good dialogue with the times can the brand stay young forever. Chen Gang, a senior analyst in the beer industry, believes that in this round of Mid-Autumn Festival marketing activities, Yanjing used cultural marketing to convey brand connotation and interactive marketing to enhance brand affinity, successfully locked the Mid-Autumn Festival marketing hotspots, and made festival events into communication with target consumers. normal.
In fact, it is normal for Yanjing Beer to be regarded as "friends" by young consumers. In recent years, Yanjing has been actively innovating various marketing activities to communicate with Generation Z. Prior to this, Yanjing took the lead in testing the top-tier endorsement model and successfully penetrated into the circle of young people with "star IP rejuvenating the brand image". At the beginning of this year, at the Beijing Winter Olympics, Yanjing seized the opportunity to launch a sports marketing strategy, launched customized products for the Winter Olympics to sponsor the Winter Olympics, and created the "Beijing-Zhangjiakou High-speed Railway" special train of Yanjing Beer for the Winter Olympics, allowing Yanjing Beer easily reaches the target group as "one of the young people's favorite beer brands". In the subsequent summer marketing, Yanjing once again targeted the young market accurately. The chairman visited the live broadcast room to talk about "you culture" with consumers, held a cultural caravan, held a city pop-up event, and helped promote the theme of the Hundred Flowers Awards for popular movies. Qu, etc., the series of creative marketing "play together" with contemporary young people, making Yanjing a "confidant" of young people, spending every leisure moment with everyone.
As Zhang Qixin, a well-known business mentor, said, marketing and promotion are only expedient measures to expand sales. "From the long-term perspective of enterprise development, creative marketing must be carried out to define customers, values, and pain points; scenarios to solve a class of pain points.” The team of the Marketing Management Center of Yanjing Beer has continuously increased its performance by focusing on marketing hotspots, launching a series of creative marketing and gaining market recognition.
In the first half of this year, Yanjing achieved major breakthroughs in revenue and net profit at the same time, creating the best performance in eight years. According to the 2022 mid-year report released by Yanjing Beer a few days ago, in the first half of this year, the company achieved operating income of 6.908 billion yuan, a year-on-year increase of 9.35%, and the net profit attributable to shareholders of listed companies was about 351 million yuan, a year-on-year increase of 21.58%.
