When most contemporary young people have basically realized the freedom of fried chicken and Coke in their childhood dreams, somehow more and more people around them suddenly started to do the opposite and enter health preservation. Even if I occasionally indulge in ordering fried chicken, I will ignore the Coke in the set meal.
After all, no matter how indulgent you are, when you think that the fitness instructor is staring at your circle of friends, you can only force one of the calories or sweet water to enter your body.
Fortunately, the colonel understands young people well. On September 17, Yuanqi Forest's flagship product - "0 sugar, 0 fat, 0 calories" sparkling water was added to KFC's luxury meal lineup. This wave of truth made a large number of fried chicken and sparkling water fans ecstatic.
This is actually not the first time that KFC and Yuanqi Forest have collaborated. In June this year, KFC and Yuanqi Forest jointly launched a new special drink product "Yuanqi Dingguagua Milk Tea". The refreshing sweet melon paired with original leaf milk tea opens up the summer of 2021 for young people who like these two flavors.
When powerful forces join forces, of course they must pursue victory. On September 16, KFC once again teamed up with Yuanqi Forest to release a new 1.25L sharing package of "Thick Milk Honeydew Milk Tea" in the KFC Kitchen. I went to Xin Zi Zai Kitchen in time for the Mid-Autumn Festival and the National Day. I think it mainly focuses on dinners with young friends and reunions of young families.
Old gourmet giants join forces with new consumption talents, KFC grandpa joins hands with cute milk tea girls, which not only satisfies the taste buds of the "melon-eating" people, but also detonates a new consumer market.
KFC is the eternal home of young people’s carbon-water happiness, while Yuanqi Forest is the most popular social password for the “Z generation” who respect the concept of healthy life. New and old brands have found intersection among the same consumer groups, but the marketing magic of 1 1gt; 2 is far more than that.
Why choose Yuanqi Forest? Younger, more attentive
Founded in 1953, KFC has a history of nearly 70 years. Having been deeply involved in the Chinese market for many years, KFC is recognized by the industry as a "veteran in co-branding marketing" and has had co-branding cooperation with many domestic brands including Yili, the Palace Museum, Pechoin, etc. In the field of water drinks, KFC has international beverage giants such as Pepsi-Cola as partners.
It is not difficult to see that KFC has very high requirements for its partners, and why has Yuanqi Forest, which has only been established for five years, become the first domestic beverage brand that KFC has cooperated with?
First of all, Yuanqi Forest, which adopts a product-first model, coincides with KFC in this regard. As an enterprise that first has a product research center and then a company, excellent R&D capabilities are the key to Yuanqi Forest's success in the surging new wave of consumption.
Since KFC entered the Chinese market in 1987, it has been updating and iterating SKUs while maintaining its core products. From the development of the old Beijing chicken roll, to the introduction of egg tarts, to the launch of the breakfast-friendly fried dough sticks, you can see that KFC is following the needs of young people.
From this perspective, Yuanqi Forest, which is widely loved by young people, is in perfect harmony with KFC’s appeal for youth.
Furthermore, as a food and beverage company, the impact of the emphasis on quality control management on the vitality of products can be seen. KFC has been committed to allowing consumers to purchase safer and more nutritious food for many years. Yuanqi Forest has deployed five self-built factories in one year. The production lines of the three major factories that have been put into operation in Chuzhou, Anhui, Zhaoqing, Guangzhou, and Xiqing, Tianjin are all sterile carbonated production lines. Preservatives such as potassium sorbate and sodium benzoate are no longer added to its sparkling water and other beverage products.
Currently, there are less than 20 sterile carbonic acid production lines of the same scale as Yuanqi Forest in the world. Yuanqi Forest has put into production 8 lines, other domestic brands have about 4-5 lines, and foreign brands have put into production about 6-7 lines, most of which are located in France and Japan.
Such a young and vital brand can explore and collide with infinite possibilities. It is not difficult to understand why Yuanqi Forest has become the Pick of KFC.
How to correctly unlock the combination of product and effect? Scenario groups
Whether it is the "Yuanqi Ding Guagua Milk Tea" launched in June or this time's "Fried Chicken CP", the "dream linkage" between KFC and Yuanqi Forest has successfully broken through the circle Barriers have attracted the attention of many consumers.
This wave of linkage not only gained a lot of attention, but also further enhanced the brand awareness of both parties.
At its root, KFC and Yuanqi Forest perfectly created new scenes and new groups. "Fried Chicken CP" creates a new scene of ""One bite of fried chicken, one bite of vitality forest, enjoy eating, drinking and drinking". The 1.25L sharing package of honeydew milk tea caters to young dinner parties and young family consumption scenarios, and is in line with the needs of the younger generation. Consumer demand: You want to enjoy delicious food and drink with peace of mind.
Driven by the market demand for "low sugar" and "sugar-free", KFC's strategic adjustment direction coincides with the consumption trend of Yuanqi Forest's healthy upgrade. . Looking at the entire beverage market, Yuanqi Forest is obviously of great significance for KFC to enter the new market of healthy consumption favored by young consumers.
It is precisely because of adhering to the same original intention that it has formed a sustained and strong trend. Only through brand recognition can the two brands perform the magic of 1 1 2.
Only by understanding the path of new scenes and understanding the needs of new groups can this joint brand achieve the unity of product and effect. It has become the key to successful cross-border cooperation between FMCG brands.
How can domestic products achieve successful cross-border cooperation?
In this era, KFC and Yuanqi are nothing new. The reason why Lin Lin ranks among the winners in this cross-border marketing is simply the realization of "strong brand recognition x2". One is the number one player in the sparkling water field, and the other is an evergreen top player in the fast food industry. Users have The brand recognition of both companies is very clear.
Therefore, by integrating the resources of both parties, on the basis of superimposing brand effects, and through "new and old combination" cooperation, the old brand has found a way to directly enter the new generation. channel, injecting new energy into the brand; new brands can also use this to obtain more powerful brand associations and enhance their brand image.
As a major Internet celebrity in the marketing industry, "domestic products" are at the forefront of the Internet. Widely welcomed by young consumer groups, the cross-border marketing of domestic brands will also bring its own traffic and span, and coupled with innovative gameplay, the attention and topic will not be too bad for new brands. It is important to focus on the cultivation of one's own internal skills, but in the Internet era, it is difficult to maximize the value of products with isolated content, and it is crucial to learn about successful Co-branding. After all, the effect of 1 1 2 is crucial to brand power. The promotion efficiency is to get twice the result with half the effort.
The joint activity with KFC has opened up a new direction for Yuanqi Forest from co-branding to channel sharing scene. In the future, Yuanqi Forest will be the "game-breaker". What new surprises will it bring to the entire beverage industry and consumers?
I believe that this time, peers are waiting to see.