China News Service, Beijing, August 13 (Reporter Wang Yu) The popularity of the 2022 Qatar World Cup is gradually heating up, the World Cup marketing battle is about to break out, and the brand "big show" surrounding this world-class sports event has also entered a white-hot stage.
On the occasion of the World Cup, the social platforms on the streets and alleys are always full of topics.
Fans or not, consumers are eager to indulge in this world-class football feast.
With the upgrading of consumption patterns in the ice cream industry, people's demand for ice cream has long been more than just cooling off the heat. Life attitude, value orientation, and interesting gameplay have become more important to consumers' choices.
event site.
Photo courtesy of the organizer
Mengniu has captured the changing needs of consumers, starting from the value delivery needs of young people, and reorganizing its product layout. When the World Cup is coming, it will be delivered to every young consumer outside the stadium through product upgrades.
On the occasion of the World Cup in Qatar, Mengniu launched the "Suixi x World Cup co-branded limited-edition products" - Pampas Eagles, Gallic Roosters, Samba Corps, etc., with the team's joint name Glory Qiaobing, helping fans to be their favorite The team makes a call.
This time, leveraging on the trend symbol of the World Cup, Mengniu followed the change by renewing the packaging and predicting the World Cup champion, etc., to directly link consumers from more diversified consumption scenarios, breaking the long and fragmented conversion path.
event site.
Photo courtesy of the organizer
On the product side, Mengniu constantly iterates products around the needs of users, and captures the consumption trend of young people; on the marketing side, it communicates the brand attitude of consumers, and uses the "World Cup" to tap the gameplay to break through, and naturally attract consumers Introduce private domains from public domain platforms to complete the perfect transformation from "traffic" to "retention".
With the development of society, the Z generation occupies the main consumption force. Mengniu has broken through the boundaries of trends and food with the changes, and better integrated the brand into the circle culture of mainstream young consumers, becoming a co-creator of trend culture.
event site.
Photo courtesy of the organizer
Two and a half months ago, "Qiao Bing Qi Brigade" set off from Beijing, airborne in Chengdu, Guangzhou, Qinhuangdao, Anaya, and played all the way, sending a double crit of deliciousness and appearance to the players all over the country.
On August 13, "Qiao Bing Qi Brigade" officially arrived in Beijing, igniting the next enthusiastic World Cup journey.
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