With the change of seasons, autumn and winter, people have a special sense of ritual for each season, and under the promotion of contemporary social media, various new trends have emerged.
In the fast-paced life of young consumers, they want to soak away their fatigue at home on a cold winter day, or make a cup of coffee or a bucket of noodles ......As the pioneer of noodles and eggs, based on the accurate insight of the winter lifestyle of the young circle, and focusing on the brand characteristics and suitable winter marketing scenarios, Yang launched the "first bowl of noodles in winter" offline in 11 cities to send consumers the first warmth in this winterWith the help of the winter scene of the offline roadshow, it conveys the brand's concern for consumers, narrows the sense of proximity, and empowers the dealer's terminal dynamic sales.
Integrate emotional insights into public life.
11 cities are linked, creating a warm winterCold is the eternal theme of winter. For urban migrant workers, the most feared season should be the cold winter. Although the north wind is often rough, commuting to work is a must every day, rain or shine.
In the fast-paced work, most people do not have time to eat a cold meal and start the day's work in a hurry, especially the bus stop at the wind outlet can always make people shiver in the cold winter wind, and the cold seat is difficult to feel the "warm touch".
It is based on such heart-warming insights,As soon as the shopkeeper Yang made a move, he launched the "First Bowl of Noodles in Winter" warmth activity in 11 cities, combining classic and innovative flavors creatively, going deep into the hinterland of consumers' life scenes to bring consumers a warm food feast in winter, and through a variety of participation methods such as instant noodle machines, reaction challenges, camping check-ins, etc., it attracted countless consumers to check in, and shared them on social platforms to trigger self-communication。What's more worth mentioning is that consumers can enjoy a delicious meal while relieving the pressure of a day's work while participating in games.
In this 11-city linkage, 227 activities were held, reaching a number of popular business districts, with more than 63 schools and 1000+ boxesIn the view of Nashi, behind this is the brand's accurate insight into consumers' winter mood, and the emotional recognition of consumers with a bowl of warm noodles not only strengthens the communication bond between the brand and users, but also through the value of its own products, the brand's warm care for the public is settled in people's actual daily diet and health.
Single-day sales of 2016 barrelsReveal the secret of a bowl of noodles to explode the terminal hardcore keyWith the transition from increment to stock, if you just blindly pursue marketing gimmicks, consumers will sooner or later feel exhaustedNashi noticed that in the Xi'an market of the event of the shopkeeper Yang, the dealer Mr. Wang walked into the university to create the "first bowl of noodles in winter" activity, and made differentiated marketing actions, creating a thousand boxes of stacked display on the spot, and the immersive instant noodle display wall instantly became the focus, attracting college students to check in and even come to the live broadcast。It is understood that the Xi'an market achieved a daily sales of 2,016 barrels on the first day of the event.
In addition to the winter theme that pierces people's hearts, the amazing sales in a single day are inseparable from the hard-core product power of Yang Shopkeeper.
A first for the category
It is understoodYang shopkeeper noodles and eggs swept the market in 2016, but as early as 2012, Chairman Yang Fan made noodles and eggs, and visited 19 provinces and more than 600 colleges and universities, and made 139 reportsTell. And in order to make products that can really make consumers like, he has spent more than 20 days a month in different schools eating in the cafeteria with students to understand their needs. It is this kind of in-depth contact with consumers that can quickly capture the core audience after the birth of Yang Shopkeeper's noodles and eggs. In 2022, iiMedia Consulting released a statement on the market position of Mr. Yang as the pioneer of the noodle and egg category, which has become a new model of "incremental innovation" in the industry and has been recognized by professional institutions
High quality and affordable price
For a long time, instant noodles are composed of single-sided cakes, sauce packets, and vegetable packets, and their nutritional value and satiety have also been questioned by consumersThe emergence of the shopkeeper Yang solves this problem from the root, the flour used in the flour cake of the noodle and egg is made of COFCO flour and high gluten flour, which ensures the quality and taste of the product, and the addition of vermicelli as an ingredient makes the product dozens of grams more than the same kind of bucket noodles, so that consumers can eat well and be full。In addition, the shopkeeper Yang is breaking the single pattern of traditional seasoning packets and sauce packetsInnovatively give the ingredients in the region, seasoning packets, vegetable packets, sauce packets, braised eggs, vinegar packets, so that consumers can have more balanced nutrition。On the **, the listing has been the mainstream so far, the weight is sufficient, the quality is high, but it is close to the people's price, and the consumers who have bought it call "Yang Shopkeeper Noodles and Eggs YYDS" to capture the taste buds of many young people.
In Nashi's view, the success of a product must first stand in the position of users, truly understand the needs of users, and then conquer users with high-quality strength, so as to truly enter the minds of Generation Z and conquer Generation Z. Judging from the big item of noodles and eggs, Shopkeeper Yang is undoubtedly well aware of this.
Mr. Yang continues to innovate.
The birth of Yang's shopkeeper noodles and eggs, the fast-food brand that understands consumers best, is born because of consumer demand, and it has been practiced, and product research and development innovation is explained around consumersFrom the noodle vegetable egg, Yang shopkeeper double-sided 200, yes wide noodles, Gaoren ramen, hot and spicy turkey noodles and Wuhan hot dry noodles, we always adhere to strict selection, strive for excellence, check from the source, and be responsible for creating every bowl of delicious instant noodles to the end.
In addition to the first bowl of noodles in winter, a campaign was launched in the school season"Open a new partner".Themed integrated marketing and TVC short films, promotion"Balanced and skillfully matched, just eat Yang shopkeeper".The cognition in the minds of the audience completes an in-depth dialogue with young users.
There's also graduation season"Our journey is the sea of stars" graduation theme activity；as well as launching it in the country".Ten cities and thousands of stores".The landing display is a large linkage ......It has repeatedly emerged from the circle among young people and target consumer groups, creating one after another terminal social explosive interactive scenes, which not only shortens the distance between brands and consumers, but also helps local dealers double their performance.
Nashi also learned that in the future, Mr. Yang will closely interact with consumers, and continue to focus on campus channels, deeply cultivate the category of noodles and eggs, continue to develop new flavors in combination with market demand, provide consumers with cost-effective and delicious products, and is committed to being the fastest food brand that understands consumers best.