In today's fast-changing business environment, how to maintain a brand's unique charm and continue to attract consumers has become a question that every brand needs to ponder. As a leading brand in the short- and medium-term bakery industry, Haoshi Bakery announced the upgrade of its brand strategy in March 2023, keeping up with the trend of consumers' healthy diet, officially entering the healthy track, using the large-scale single product Haoshi quinoa toast bread as an important medium, integrating the brand concept of "we only use real materials to make bread" into the year-round marketing strategy, creating a new era of brand marketing upgrading.
Quality is king, ingenuity is unique
Haoshi Bread always insists on using high-quality raw materials to bring nutritious, delicious and convenient bread products to consumers. 23 years of innovative explosive products - Haoshi quinoa toast bread, with high protein, 0 sucrose, 0 added coloring, 0 trans fatty acids and other healthy attributes, and added Bolivian imported red quinoa, so that the taste, flavor and nutrition coexist.
Haoshi Bread also strictly controls the production process, fully combines digital management with modern technology, and comprehensively controls the quality of quinoa toast bread. This response to consumer needs and the persistent pursuit of quality have not only won the trust and love of consumers, but also won a good reputation for Haoshi Bread.
Innovative marketing, leading the trend
In terms of marketing, Haoshi Bread dares to innovate and constantly explores new marketing methods, and in 2023, Haoshi will invest in 100 million-level brand advertising, and join hands with the two leading ** platforms Mango TV and iQiyi to land three ace programs and four hit dramas, Haoshi Bread will naturally and skillfully integrate into variety shows such as "Riding the Wind 2023", "Longing for Life 7" and "Women's Reasoning Club" through scenes, props, and game links, and at the same time, taking advantage of the artist effect, Haoshi quinoa toast has successfully become a hit;
In the three popular dramas of "Hurricane", "Seven O'clock Auspicious" and "Ning'an Like a Dream", Haoshi bread was strongly exposed, creating a drama chasing scene of "chasing dramas and eating Haoshi bread when you are hungry", among which "bread brother" and "Haoshi Haoshi, delicious and delicious" and other keywords have been on the hot search topics for many times, and they have been fully out of the circle and harvested batch after batch of potential consumers.
While interacting strongly with variety shows, Haoshi Bakery also launched a multi-faceted linkage with Joyoung soybean milk, using Haoshi quinoa toast bread as the medium and "Gudou Morning" as the theme to launch the "National Breakfast CP" co-branded breakfast gift box to expand the circle volume and influence of both brands; Cooperate with New Hope to create an "early travel box company", and take advantage of the National Day Mid-Autumn Festival node to launch a travel breakfast camping box, which drives the brand voice of both parties with the popularity of the node. Related topics have repeatedly been out of the circle, effectively building consumers' minds and setting off a new trend of toast bread.
Diversified interaction and comprehensive communication
In today's increasingly developed network, social platforms have become an important channel for brand marketing. In addition to actively interacting with the target audience in variety show marketing and drama marketing, it also attracts consumers' attention and participation through flash mobs, quizzes, voting and live broadcasts, etc., while establishing a brand image, narrowing the distance with consumers, and expanding the brand's influence and appeal to more circles.
For example, in the live broadcast, Haoshi Bread invited actor Wang Xingyue to "visit the factory live". The slogan "Haoshi Haoshi, delicious and delicious" that is out of the circle has become a hot stalk on the whole network and triggered a trend of remakes, but also strengthened the recognition of Haoshi bread products represented by quinoa toast bread, effectively building consumers' minds, setting off a trend of "planting grass with the same style", and continuing to shape the brand's high-end baking image.
In this era full of challenges and opportunities, Haoshi Bakery uses products as the medium to continuously enhance its brand value and market competitiveness with its unique brand charm and diversified marketing strategies. In 2024, Haoshi Bakery will also actively explore more marketing models and cooperation opportunities, extend the breadth and depth of brand strategy upgrading, and cut waves in the world baking market.