As a Malatang brand that has been established for 15 years, with the opportunity of Harbin's explosion on the whole network, Zhang Liang Malatang Ice and Snow World Store and Haxi *** have won the hearts of customers while also attracting the attention of the market. How did Zhang Liang Malatang do it?
Meituan's big data shows that in today's catering market, the "post-90s" crowd accounts for nearly half of the country, and the "post-00s" are growing rapidly, accounting for more than 60% of the total.
Based on this background, through the layout of the Ice and Snow World Store and Haxi***, we can see that Zhang Liang Malatang is continuing to promote a new round of iterative upgrading of the brand around the rejuvenation of the brand and the adaptation of stores and scenes.
Follow the aesthetic preferences of young consumers, and promote the rejuvenation and upgrading of the brand with the renewal of the store image.
In 2021, Zhang Liang Malatang's direct-sales store Haxi *** was officially opened, with a total of four floors and an area of more than 1,500 square meters, the exterior wall is a transparent glass curtain wall, and a large number of marble materials are used in the store, which is bright and transparent, simple and fashionable, so the store has also been evaluated by netizens as "the world's largest and most arrogant Malatang shop", and at the same time, it has also broken people's stereotype of Malatang - it turns out that Malatang can also become tall.
After the official opening, Haxi *** attracted countless consumers to come to consume and check in, and the positioning of the store has gradually evolved from a single brand *** to a well-known food landmark in Harbin, making the connection between Zhang Liang Malatang brand and the city of Harbin more and more close.
From the end of December 2023 to the present, Zhang Liang Malatang has given Haxi *** a new style and appearance, seized the opportunity of this Harbin tourism out of the circle, and replaced it with the dazzling "new clothes" of "Delicious Ice and Snow Castle", and also added many interesting interactive props and doll peripherals in the store, which is more in line with the interests and aesthetics of young people, thus narrowing the distance between the brand and young consumers.