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According to a survey conducted by iiMedia Research, more than 80% of netizens will buy drinks, snacks, etc. during the Olympic Games, of which 45.91% will buy convenience foods. Soft drinks (45.53%), puffed foods (41.83%), braised foods (40.27%) and other leisure snacks are all popular "companions for watching the games".

As an emerging business model in the snack industry in the past two years, the mass-market snack market has seen the emergence of many strong local brands. Among them, Zhao Yiming snacks have become the first choice for many families when purchasing snacks with their diverse categories, affordable prices and high quality.

A good way to attract customers：Online layout to seize the sinking market

With discounted snacks, Zhao Yiming Snacks has rapidly expanded to 6,000 stores in just five years, which undoubtedly reflects its unique strategic vision and keen market insight. At the beginning of its establishment, Zhao Yiming Snacks set its sights on the "small town" consumer group whose disposable income is growing year by year, and accurately entered the new blue ocean market.

Taking advantage of the trend of online consumption going lower-end, Zhao Yiming Snacks entered short video and live streaming platforms such as Douyin and Kuaishou, and achieved a double harvest of online sales and offline customer traffic through platform support and voucher subsidies.

It is worth mentioning that Zhao Yiming Snacks also fully utilizes the powerful customer acquisition capabilities of short videos and live broadcasts to shorten the cold start cycle of new stores. Through carefully planned warm-up activities, precise traffic promotion and limited-time flash sales strategies, it quickly locks in the target customer group, accelerates the brand's penetration in the local market, and lays a solid foundation for subsequent long-term development.

Endless content innovation, accurately reaching segmented groups

Amid increasingly fierce market competition, Zhao Yiming Snacks has demonstrated strong market adaptability and innovation capabilities, continuously optimizing its product selection strategies, keeping up with online hot spots and trends, integrating the current atmosphere with consumers' emotional needs, and launching seasonal and distinctive product combinations and pallets.

Since 2019, Zhao Yiming Snacks has been actively moving towards a "super brand", accelerating development through differentiated marketing and practicing steady long-termism. From the "1 yuan to play enough" promotion during the Mid-Autumn Festival and National Day to establish brand awareness, to the "Year of the Dragon to Get Rich New Year's Goods Festival" during the Spring Festival to refine the brand image, to the "Children's Day" children's theme store and creative activities that connect emotions and implant minds, Zhao Yiming Snacks has successfully completed the brand mind creation from "recognition" to "cognition".

In terms of marketing layout, Zhao Yiming Snacks has adopted a global strategy of deep integration of online and offline. By using popular social platforms such as Douyin and publishing creative content, the brand's market influence has been further enhanced by precisely connecting with the interests of young consumer groups. At the same time, the brand has deeply explored the social attributes of snacks, planned a series of online and offline interactive experiences, and successfully converted a large number of A3 groups into actual purchasing power.

Effective results: a surge in new customers and a sharp rise in GMV

Since its inception, Zhao Yiming Snacks has been focused on building a leading brand of affordable snacks. While refining its product strength, it also continues the warm memories of sharing snacks with classmates after school and watching the Olympics with family, creating a rich and diverse snack selection for the new generation of young people, vowing to become an indelible childhood mark in their hearts.

In order to realize this vision, Zhao Yiming Snacks has adopted a long-term and profound brand marketing strategy, abandoning the impetuousness of short-term eye-catching and focusing on establishing a deep emotional connection with consumers. In the selection of spokespersons, the company discerningly chose the veteran national idol Jay Chou, who has a deep insight into the emotional preferences of Generation Z consumers, demonstrates his deep understanding of the emotions of the times, and perfectly matches the inheritance value pursued by the brand.

In order to deepen the brand's penetration into the market, Zhao Yiming Snacks has carefully planned a series of customized welfare activities centered around its spokespersons. By precisely matching KOLs and influencers at different levels for product promotion and live streaming, it can accurately reach the target customer groups, achieve high-quality exposure of brand information and precise coverage of the audience groups.

This strategy has achieved remarkable results in practice. After only a few months of going online, it achieved a surge in new customers and a substantial increase in GMV. It also performed well in the online promotional activities related to the official spokesperson. The total transaction volume of the local life platform exceeded 120 million, a month-on-month increase of 333%, and the number of new members in the entire region increased by 32% month-on-month, which shows its successful brand strategy and enthusiastic market response.

Driven by the core concept of pursuing ultimate cost-effectiveness, Zhao Yiming Snacks uses the hard power of the supply chain as a solid backing, empowers brand building with the soft power of marketing, efficiently reaches and converts high-potential consumer groups, and achieves a win-win situation for product and sales.