Three strategic elements of Zhou Hei Ya’s fresh-packed products: Injecting leisure and entertainment genes into the brand. In order to comprehensively build Zhou Hei Ya’s “entertainment trendy food” image, Zhuopu shaped the language to communicate with consumers, planned golden concept words to convey value, and designed golden symbols. Communicate value, set up new products and store images to deliver value, and deliver Zhou Hei Ya’s “entertainment” and “deliciousness” to consumers. 1. Golden communication language to accelerate the understanding of the brand’s strategic positioning as an “entertainment and food trend brand”, which needs to be conveyed to consumers through a simple, easy-to-understand, clear brand slogan. Zhuopu formulated a golden slogan for Zhou Heiya, "Entertainment makes you happier", conveying the brand appeal of "pleasure, youth, fashion and entertainment" to consumers, generating excitement and emotional identification with them. 2. Gold identification symbol to quickly remember the brand. Visually, Zhou Hei Ya abandoned the traditional Chinese red trademark and redesigned the brand standard color with bright yellow as the main tone and black as the matching color. The Zhou Hei Ya gold identification symbol was upgraded and applied to packaging, store fronts, etc. On important terminal carriers, it has completely widened the gap with competing products, and at the same time, it better matches the attributes of young casual consumers. And around the upgraded debut of the new store, we planned and implemented event marketing communications of "Changing for Pleasure", which attracted great attention. A series of measures directly increased the average turnover of a single store by more than 30%. 3. Select prime locations to rapidly expand brand influence. At the same time, Zhou Heiya mainly focuses on transportation hubs for store layout, sparing no expense to acquire prime locations such as high-speed rails and airports, and simultaneously selects key store locations for subway and outdoor advertising. , quickly create brand influence for newly entered markets. At the same time, it is recommended that Zhou Heiya take back the franchise stores in Changsha, Beijing and other markets, implement 100 direct sales, ensure better quality and complete the brand experience, ensure the success of expansion, form higher profits, and implement a chain expansion model with large value growth. Strategic element 4. The golden strategy guides marketing tactics, and blasting operations are more efficient. In order to maximize the core value of "entertainment", Zhou Heiya carries out penetration marketing activities for target consumer groups, continues to leverage hot events for marketing, and "engages with young people" "Play" together and "conquer" the entertainment industry, setting a precedent for in-depth interaction between braised food brands and entertainment resources. 1. Public opinion exploded - Zhou Heiya planned the subway naming incident, triggering national discussion. When Wuhan Metro Line 2 was about to open, Zhou Heiya once named Jianghan Road Station. Once the news pictures were exposed on Weibo, it instantly aroused heated discussions across the entire network. Public attention focused on Zhou Heiya. In just one day, nearly 30,000 people participated in the discussion, bringing high traffic to the brand. 2. Experiential Drainage - Go deep into colleges and universities and set off a craze for talent shows. In order to deeply target young consumer groups, Zhou Heiya went deep into colleges and universities to cultivate a new generation of consumer groups and open up the young market. For example, Zhou Heiya teamed up with the Hubei Provincial Committee of the Communist Youth League and the Hubei Provincial Student Federation to launch a two-month "Times Star Campus Style Contest and Image Spokesperson Selection" in Wuhan, focusing on college students. The first audition was held in Wuhan was held at Wuhan University, and immediately set off a Zhou Hei Ya craze on major campuses. The event triggered free media coverage, and Zhou Hei Ya simultaneously launched Weibo marketing. In just one month, the number of fans increased by 47,000. Among young people, especially college students, Zhou Heiya’s influence has been significantly improved. 3. Advertising and building momentum - star effect & film and television IP, playing in the entertainment industry, increasing brand popularity. At the same time, Zhou Heiya cleverly builds momentum through advertising and marketing, relying on the linkage of star effect and classic IP to carry out brand communication in a form that is loved by young people, and continuously expand the brand Notability and influence. Not only was it softly embedded in "Transformers 4" to attract attention, but it also sponsored the concerts of Wang Leehom, Liu Rene and other stars, leveraging the fan economy and launching fully interactive social marketing activities to further attract young people. Strengthened the brand awareness of Zhou Hei Ya.Based on the core strategy of "jumping out of food accompaniments and building an entertainment gourmet trendy brand", Zhou Hei Ya has rapidly entered the fast lane of development since 2011. In just four to five years, it has quickly become China's leading casual braised food brand: in 2013, Zhou Hei Ya's sales exceeded 1.3 billion yuan, continuing to lead the casual braised food market; in 2014, the number of stores across the country exceeded 400, and sales exceeded 1.8 billion; in 2015, operating income was 2.432 billion yuan, and net profit was 550 million yuan; in 2016, Zhou Heiya was successfully listed on the Hong Kong stock market, and its market value exceeded 15 billion Hong Kong dollars Conclusion With the magical leap from "meal accompaniment" to "casual snack", Zhou Heiya escaped from the quagmire of homogeneous competition and achieved rapid and leap-forward growth. This was due to Zhuopu's strategic marketing team helping Zhou Heiya review its own corporate resources. Endowment, using the golden instinct marketing strategy, tapped into the core value of Zhou Hei Ya's "entertainment". It can be seen that only by starting from their own advantages can enterprises not be subject to interference from external factors and create continuous value growth. I believe that in the future, based on the endogenous drive of "golden instinct", Zhou Heiya will achieve breakthroughs and create a new situation of sustainable development!