In a dynamic consumer market, time-honored brands face ever-changing challenges. Haitian Soy Sauce, a time-honored Chinese brand with a history of 300 years, stands out in the road of continuous innovation and closeness to consumers, and has become a leader in the industry. In this article, we'll delve into how Haitian Soy Sauce has been rebranded with a unique brand refresh to set an example for other time-honored brands.
In the early days of the brand, Haitian Soy Sauce relied on traditional promotional methods, such as TV commercials and variety show sponsorships, to establish a foundation for the brand. However, with the rise of social **, Haitian Soy Sauce quickly adapted to market changes and actively expanded market channels.
Through platforms such as WeChat, Douyin, and Xiaohongshu, Haitian Soy Sauce takes youth as the entry point and interacts with young people. In addition, the brand also creatively launched brand pet festivals such as "Dry Rice Festival" and "True Fragrance Festival", and at the same time designed various cooking "artifacts" for young people, such as boiled sauce, seafood sauce, self-heating hot pot and other products, which are intimate and creative.
In addition to the innovation in communication methods, Haitian Soy Sauce also pays attention to the polishing of brand image. By setting up soy sauce ice cream antique inns in Changsha, Guangzhou, Chengdu, Shanghai and other "Internet celebrity cities", the "soy sauce + ice cream" is perfectly integrated, and the brand elements such as 300-year-old brand, natural sunshine brewing and drying field, soybean school, etc., and the same soybean flour of Haitian soy sauce is used as the ingredients. This unique initiative not only brings a delicious experience to young consumers, but also conveys the brand's rich historical and cultural heritage.
At the same time, through the live broadcast event linked with CCTV news, Haitian Soy Sauce showed the internal situation of Gaoming's production base to the global audience, strengthening the transparency and quality image of the brand. This all-round brand display activity has received nearly 40 million ** volume, and has successfully been deeply rooted in the hearts of consumers.
In the face of the new generation of consumers, long-established brands need to proactively cater to their needs. Haitian Soy Sauce is closely integrated into the lives of young people by strengthening the interaction with consumers. Actively interact on major social platforms, use live broadcast for brand promotion, and show the brand image vividly.
Haitian Soy Sauce also attracts young consumers to participate in check-ins by launching online celebrity products, and forms a closed loop of communication through social ** sharing. This series of measures will help eliminate the "generation gap" and misunderstanding between time-honored brands and young consumers, and shorten the distance between brands and young people.
To sum up, Haitian Soy Sauce has achieved the "anti-aging" renovation of the brand through unique and ingenious innovation. Innovative communication methods, brand image upgrades, and close interaction with consumers have built a dynamic and creative brand image.
This successful experience provides valuable inspiration for other time-honored brands: follow the trend, continue to innovate, and keep pace with the times in order to stand out in the market competition. Haitian soy sauce is not only a bottle of soy sauce, but also a vivid annotation of China's time-honored brand, a model of the perfect fusion of tradition and innovation.