Food brands play Hi New Year's gift market

As a super traffic pool with its own topic popularity, the Spring Festival has always been a key node
for food brands to compete for.
The Year of the Rabbit is approaching, and major brands have started the New Year gift marketing war: Kebik uses "rabbit" as inspiration to launch New Year limited packaging for the Year of the Rabbit; Dali Garden joined hands with the Forbidden City to create a gift box of "Six Palace Gifts in the New Year"; Yili launched the exclusive Spring Festival IP "Everything is as Lucky as Yi Daili" for the first time, and swept the whole network with its adapted rabbit dance song; Michelle Ice City launched the Michelle Lucky Bag Festival, and the topic was exposed more than 60 million times.
.
.
A variety of fancy operations make people dizzy
.

Spring Festival marketing offensive "resounding"

In the past few days, in the Wanda store of Jiabel Supermarket in Xinzhou District, Shangrao City, Jiangxi Province, rows of exquisite snack gift boxes, dry goods gift boxes, wine gift boxes, nourishing gift boxes, etc.
are all available, looking full of flavor, with prices ranging from tens to hundreds of yuan, attracting many customers to stop and choose
.
"Recently, the consumption trend of gift box products has increased significantly, in addition to traditional gift boxes such as biscuits, fruits, nuts, and wine, the Year of the Rabbit limited series gift boxes are the most popular
among consumers.
" Introduction
of the marketing manager of the store.
"This year is the Spring Festival of the Year of the Rabbit, and choosing some limited-edition gift boxes for the Year of the Rabbit is both meaningful and festive, and it is very suitable
to visit relatives and friends as souvenirs.
" Mr.
Li, a citizen who was shopping for a gift box, said
with a smile.

In addition to the New Year gift boxes of offline supermarkets, online New Year gift boxes are also a popular choice
.
Searching for "gift box" as a keyword on a shopping platform, I found that many food brands have launched gift boxes for New Year gift bags
.
Randomly click on a gift box link, there are 6 different gift boxes to choose from in the product category, such as the Year of the Rabbit limited family and friends gift box, the Year of the Rabbit limited family gift box, etc.
, the price is between 168-1288 yuan, according to the price of dried fruits, cooked food, wine, prepared dishes and other goods
.
The daily sales of this product have more than 100 pieces, and the comment area is also mostly praised, "a limited gift box for the Year of the Rabbit with a special taste of the New Year, meaningful and convenient for New Year gifts" and "The gift box has a novel design, very Chinese flavor, and good quality"
.

Whether online or offline, major food brands have already been gearing up to "attack" the Spring Festival market
.
The Spring Festival is the most important holiday of the year in China, and the demand for a seven-day long holiday and going home to visit relatives has created a rich food consumption scene, and New Year sales have also entered the peak season
.
To prepare New Year goods during the Spring Festival, you should consider the large bottles of drinks on the Chinese New Year's Eve table, the melon seeds snacks during small talk after meals, and the yogurt they love to drink when children come.
.
.
If the taste of the past was homemade food and firecrackers, then the current taste of the year has become a classic brand
that has accompanied consumers for many years.

In addition to physical marketing, recently, food brand "New Year short videos" have come to visit
.
Coca-Cola filmed "The Years Are Changing, The Beauty of the Reunion Remains the Same", Pepsi launched a new chapter of "Bring Music Home", Jin Dian and An Muxi launched the "Wanfu Jinan" 3.
0 short film.
.
.
Short films have become the best carrier for conveying content with creativity and quickly exporting brand value, and from a certain point of view, they have also become an indispensable "New Year goods"
.

Industry insiders pointed out that rich consumption scenarios mean more consumer demand, and it also means doing "New Year marketing" in this stall and exporting brand value, which is to "use good steel on the blade"
.
For food brands, Spring Festival marketing has long become a "strategic place"
that must be fought for.
Stirring up a brand topic in this stall can directly direct consumers to offline channels and increase sales data at the end of the year, especially this year's Spring Festival is the first consumption node
after the full liberalization of epidemic prevention policies.
The Spring Festival is approaching, from the perspective of product dynamics, most companies have a positive attitude towards the Spring Festival peak season, and in a limited time, the marketing offensive of brands is becoming more and more fierce
.

How do I bet on "Nian Wei" traffic?

With the optimization of epidemic prevention policies, driven by the tide of homecoming and rising consumption, this Spring Festival is particularly precious
for food brands.
However, in the eyes of industry insiders, based on the particularity of this year's Spring Festival, the conventional marketing strategy may be difficult to break through, and in a short time, high intensity and fast action, in order to seize the window period and win the New Year gift market
.

Spring Festival gift boxes are indispensable Both new and old brands are constantly moving closer to the younger generation in the Spring Festival gift boxes they launch
.
The traditional brand Beijing Daoxiang Village has launched a limited-edition gift box for the Year of the Rabbit and a variety of new pastries, including the New Year's limited edition "Rabbit Cake", the mango coconut stuffed "Dafu Cake", the colorful dried fruit filling "Dagui Cake" and the handmade "Auspicious Hydrangea Ball"
.
With its exquisite and cute shape, Daoxiang Village quickly attracted a group of young people, and on social platforms, many people posted check-in photos
of the Daoxiang Village Year of the Rabbit gift box.
Not to be outdone, the new tea drink brand Chayan Yueshi launched the "Tu a Geely" rabbit gift box, with a red appearance with 5 New Year goods with different meanings, and also a new rabbit pendant, canvas bag, aromatherapy ornaments, foot soak balls 4 rabbit year series peripherals, cute image and healing tea fragrance are well received
.
In addition, the "Jade Rabbit Chengxiang" gift box of the Forbidden City Corner Tower Coffee uses the rabbit pattern in the cultural relics of the Forbidden City as a visual symbol to add auspicious interest to the New Year; Dali Garden joined hands with the Forbidden City to create the "Six Palace Gifts of the New Year" gift box, which integrates food, beautiful scenery and good wishes
.

The popular rabbit IP Jingdong New Department Store recently released the 2023 Festival Hot Category Consumption Trend Report shows that since the Jingdong New Year Festival reached its climax at 8 pm on December 29, 2022, the Year of the Rabbit zodiac products have shown strong consumption power
.

Brands have created zodiac rabbit IP
.
The limited packaging of the New Year of the Bunny has 5 major flavors, corresponding to the 5 major IPs of "Fortune Rabbit", "Kaoshen Rabbit", "Promotion Rabbit", "Peach Blossom Rabbit" and "Good Luck Rabbit", and respectively expressed the 5 blessings of "Rabbit Fortune", "Rabbit High School", "Rabbit Rising", "Rabbit Ran" and "Rabbit Luck", the whole set of packaging is cute and flexible, attracting consumers to
stop.
At the same time, co-branding with Rabbit IP is also one of
the usual playing methods.
As an old domestic brand, the white rabbit, which has long become a "national brand IP", is even more popular
this year.
Not only did the sales of white rabbit milk candy double year-on-year, but many big brands have launched joint models
with white rabbits.
Recently, the two major food and beverage brands of Coca-Cola and Guangming have cooperated with White Rabbit, among which Coca-Cola has launched the White Rabbit co-branded limited packaging with the slogan "Rabbit Music Box"; Guangming launched the "Yizhi White Rabbit" milk cheese, which focuses on the taste
of childhood.
In terms of publicity, some brands use the brand to implant the brand in the hearts
of consumers through auspicious words and homophonic terriers such as "rabbit", good things become "rabbit", raised eyebrow "rabbit" qi, "money" and "rabbit" like jinjin, with the help of zodiac IP.

Industry insiders pointed out that successful IP can accurately locate the emotional resonance point of users, impress people with distinctive characters or high-quality content, and gain more users' love
through continuous and effective interaction.
IP-based can also be seen as a new model of word-of-mouth marketing, which can make brands more vivid, help convey brand ideas, and give brands stronger communication capabilities, so as to reach more consumers
.

With the strong rise of "national tide", it is also a common idea
for food brands to start from soft aspects such as art and culture to win over consumers.
Luckin and artist Han Meilin jointly launched the "Year of the Rabbit" series of packaging materials, 100% Tea and paper-cutting non-genetic inheritor Ji Jianming launched a joint cup sleeve, and LINLEE co-designer Xie Xuan launched New Year illustration limited packaging
.
Industry insiders pointed out that the superposition of traditional Chinese elements such as New Year customs, paper cutting, and calligraphy not only gives more cultural significance to products, but also provides consumers with a reason
to buy.
Post Office Coffee played the warm card, and launched the "OH Maitutu Post Office" themed activity with OATLY, including dialect New Year greetings in more than 50 regions across the country, and made "statement postcards" to give to consumers, full of sincerity
.

In addition, in the concept of many consumers, the New Year is "red", so many brands integrate "red" Chinese elements into the Spring Festival to create a festive and happy atmosphere
.
Using red fruits such as hawthorn, strawberries, and cherries to create a cup of "Red Luck" drink is a reserved item
for the New Year in the beverage circle.
For example, Heytea on the new hawthorn drink "Red Red Fire Volcanic Hawthorn Berry", and also launched a full set of "Joy God of Wealth" New Year's limited peripherals
such as big red cup sleeves, paper bags, badges, and door stickers.
Netizens planted grass one after another, "Heytea is to understand the New Year" and "The atmosphere of the New Year is full at once"
.
McDonald's took advantage of the power of the national tide on the occasion of the Spring Festival to launch red McNoll wallpaper to send interesting New Year wishes
to consumers.

Although brands generally have a positive attitude towards the Spring Festival peak season, industry insiders remind that at a time when the public's consumption behavior is becoming more and more rational, it is difficult for consumers to be manipulated by common marketing methods
.
Spring Festival marketing has long become a red ocean, if you want to truly break through, you must rely on excellent product strength, keen insight and differentiated marketing power, not only to deliver "human fireworks", but also to gain insight into "emotional pain points"; It is not only necessary to grasp the "stomach" of consumers, but also to win the "heart" of consumers
.
Use your own brand power to convey positive and warm energy, find a breakthrough point in the empathy with consumers, or the ideal way
for brands to seize the Spring Festival stall.

(Gao Jiaodi, comprehensive arrangement)

China Food News(2023.
01.
16.
02)

(Responsible editor: Gao Jiaodi).