1. "Brand identity" is the beginning of marketing

From the brand name to the beverage packaging, Yuanqi Forest is full of "Japanese" elements, from the Japanese "気" in the "Yuanji Forest" logo , to the words "Japan Genki Forest Co., Ltd." on the packaging, I have to admit that these have quickly lowered consumers' awareness of the brand, established a clear brand image among consumers, and helped the product open up the market for the first time. A door.

Although Yuanqi Forest has been quietly tearing off its "Japanese" coat recently, the brand stated that the highly recognizable "気" will still be retained as a trademark.

2. Accurate positioning, "sugar-free tea" has become a hot spot

Yuanqi Forest was founded in 2016, which was the time when the domestic tea beverage market began to be reshuffled. At that time, the only sugar-free tea beverage in China was "Oriental Leaf", and its performance was not as good as the oolong tea series launched by Suntory. The entire sugar-free tea market was still a blue ocean.

Yuanqi Forest entered the game at this time, seizing the consumption pain point of "sugar-free", focusing on healthy fat burning, and the packaging introduction is young, directly hitting the key point of the post-90s and post-00s - you can lose weight with just one drink. Buy now!

At the same time, Yuanqi Forest opened from offline convenience stores, and also promoted online on Xiaohongshu, Douyin, and Weibo, and started e-commerce sales. Leveraging the power of the Internet, Yuanqi Forest became an instant success. During the 2019 618 event, Yuanqi Forest ranked first in sales and sales across the entire network.

3. Rapid public relations, no fear of response to factory activities

With the popularity of Yuanqi Forest, some problems have gradually emerged. The public account "Zhejiang University First Hospital" tweeted in June that the sugar content of each bottle of Yuanqi Forest can be converted into four sugar cubes, which is approximately the sugar content of a bottle of Nescafe coffee. Yuanqi Forest immediately struck hard and posted the test report from an authoritative organization directly on its official Weibo.

The test results were 0 sugar, 0 fat and 0 calories. While maintaining the brand image, it also enhanced its credibility in the minds of consumers.

Food safety is a top priority for food companies. The customer service staff of Yuanqi Forest Flagship Store immediately responded with a sincere attitude. At the same time, just one day later, Yuanqi Forest started public relations on its official Weibo, showing full sincerity.

Provide travel and meal expenses, and invite users to visit Yuanqi Forest’s processing factory, allowing users to see to believe. Before the matter was fermented, Yuanqi Forest's public relations were quick and sincere, immediately gaining a wave of goodwill, and its reputation on the platform also improved unanimously.

4. Focusing on youth, variety shows, film festivals and games are all in focus

In order to better develop the youth market, Yuanqi Forest has layouts in various fields that young friends are interested in. Sponsored the variety shows "Our Band", "Sports Boys", and "Energetic Brother" to strengthen the brand's vitality and sports image; cooperated with the FIRST Film Festival to expand territory in the field of cultural youth; collaborated with the game "Peace Elite" Cooperate to expand the two-dimensional platform.

Spread out layer by layer to capture every aspect of life of the younger generation.

5. Cross-border linkage and active cooperation to enhance influence

As a bottled beverage, Yuanqi Forest is not limited to the development model of a traditional bottled beverage company. Instead, it draws lessons from Xi Based on the ideas of Tea and Naixue, we have launched joint cooperation with many brands.

From the first co-branded wine brands "Absolute Vodka" and "Jiang Xiaobai", to the later "Haohuanluo" snail powder, they even collaborated with the skin care brand "Yuemu Zhiyuan" across borders. These brands all have a certain influence in the hearts of young people. Joining forces will definitely make the appeal of Yuanqi Forest grow stronger.