Recently, the winners of the 11th Meihua Innovation Award in 2023 were officially announced. Meihua Innovation Award (MAWARDS) is an award positioned as "marketing innovation", which has been successfully held for 10 sessions since its establishment. This benchmark award recognizes innovative practices in the field of marketing every year, and inspires all efforts to break through and strive for excellence based on marketing innovation.
After many competitions, Aunt Qian's "Fresh Tide Feast, Fishing and Seeking Freshness" case stood out among nearly 800 entries, and finally won the bronze award of the Best Effect Marketing Innovation Award. As a community fresh food chain brand, Aunt Qian continues to make breakthroughs and innovations in marketing methods. In the fishing season in August this year, Aunt Qian focused on the concept of "fresh tide", and launched a carnival exclusive to the fishing season online and offline, skillfully using the "earth tide style" to successfully break the circle, arousing the emotional resonance of many young consumers.
*Next, Aunt Qian transforms the fresh food store downstairs into a young and trendy check-in place, the signature red of the Qian brand, the blue that fits the aquatic products and the auxiliary white, the color collision forms a strong visual impact. At the scene, Aunt Qian created the brand's super scene "Fresh Tide Night Restaurant", which makes people feel like they are on the beach, "immersively" selecting delicious and tender sea-caught products, and bringing consumers a sense of déjà vu that the fresh chain store at their doorstep suddenly becomes "trendy".
Not only are offline pop-up stores hot, but Aunt Qian has also teamed up with Douyin, Xiaohongshu and other platforms to set off a wave of "food fashion". By tapping into the multiple consumer needs of the younger generation for good looks, deliciousness, and high nutritional value, Aunt Qian polishes the marketing content with scenes, such as small seafood to eat at girlfriends' gatherings, ** seafood porridge when you are alone, etc., so that more young consumers can stimulate product purchase demand through food production or recommendation**, and then attract consumers to offline stores.
At the same time, Aunt Qian grasped the value identity of young people, and vividly interpreted the emotional catharsis of migrant workers in the theme vision and copywriting - "You are so good at tongs and still come out to work - crab", "Work is paddling, what can't be raised is salary - chilled pomfret", "Be famous as soon as possible, but not everyone wants to be popular - crayfish", etc., with the hottest crazy literature and playing with memes, it has won the value recognition of many young people.
On the product side, Qian Dama and the first business to launch 26 fishing boats to participate in Yangjiang sea fishing, relying on the first-mover advantage of the first chain and scale, to solve the demand pain points of the "first kilometer" and "last kilometer" of the fresh food industry, and to achieve the direct supply of seafood from the sea to the table with the national community stores as the unit. Since participating in the fishing season in 2019, Aunt Qian has continuously shortened the time for seafood to go to the people's table, and consumers can also really buy fresh seafood that has just gone to sea, realizing "seafood freedom".
Through the integrated marketing campaign for the 2023 fishing season, Qian Dama has achieved the perfect combination of trendy culture and fresh and delicious food, so that consumers can not only taste fresh and healthy seafood, but also have a different shopping experience.
For a long time, "fresh" is the first impression of Aunt Qian to consumers;"Don't sell overnight meat" is Aunt Qian's commitment to let consumers eat fresh ingredients, and it is implemented throughout with the "Nissin" model and regular discount mechanism. In the future, Aunt Qian will always adhere to the corporate mission of "making every meal fresh", carry out a comprehensive upgrade around "people, goods and venues", match richer scenarios with more in-depth user insights, create more cost-effective products, and constantly explore new scenarios of community fresh retail to provide consumers with better services.