After all, if you indulge again, when you think that the fitness instructor is staring at your circle of friends, you can only force one of hot air and sweet water into your body.
Fortunately, the colonel knows a lot about young people. On September 17, Yuan Qi forest famous product "0 sugar, 0 fat, 0 calories" bubble water was added to KFC luxury package lineup. This wave is true, which makes a large number of fried chicken+soaked fans ecstatic.
This is not the first time that KFC and Yuan Qi Forest Immortals have joined forces. In June this year, KFC and Yuan Qi Forest jointly launched a new special drink "Yuan Qi Top Milk Tea". Sweet melon with original leaf milk tea opened the summer of 202 1 for young people who like these two flavors.
Of course, it is a joint pursuit of victory. On September 16, KFC joined hands with Yuan Qi Forest again and released a new product 1.25L "Thick Milk Melon Milk Tea" in KFC's free kitchen. Before Mid-Autumn Festival and National Day, I went to the new kitchen. I want to attend young friends' dinners and young families' parties.
Food giants join hands to make new consumption, and grandpa KFC holds hands with milk tea to be a cute girl, which not only satisfies the taste buds of people who eat melons, but also sets off a new consumer market.
KFC is the hometown where young people are always happy, and Yuan Qi Forest is the favorite social password of the "Z era" who advocates the concept of healthy living. New and old brands have found an intersection among the same group of consumers, but1+1> 2' s marketing magic goes far beyond this.
Why did you choose Yuan Qi Forest? Younger, more careful
KFC was founded in 1953 and has a history of nearly 70 years. KFC, which has been deeply involved in the China market for many years, is recognized by the industry as an "old driver of joint marketing" and has cooperated with many domestic brands including Yili, Palace Museum and Paiqueling. In the field of water and beverage, KFC has an international beverage giant like Pepsi as a partner.
It is not difficult to see that KFC has high requirements for its partners, but why can Yuan Qi Forest, which was established only five years ago, become the first domestic beverage brand that KFC cooperates with?
First of all, Yuan Qi Forest, which adopts the product-oriented model, coincides with KFC at this point. As an enterprise with a product R&D center first and then a company, its excellent R&D capability is the key to Yuan Qi Forest in full swing in the surging new consumption wave.
Since 1987 entered the China market, KFC has been updating its SKU on the basis of maintaining its core products. From the research and development of old Beijing chicken rolls, to the launch of egg tarts, and then to the launch of breakfast fried dough sticks, we can see KFC's attitude of keeping up with the needs of young people.
From this perspective, the vibrant forest, which is widely loved by young people, coincides with KFC's appeal for rejuvenation.
Furthermore, as a food and beverage enterprise, the importance attached to quality control management has an obvious impact on product vitality. KFC has been committed to making consumers buy safer and more nutritious food for many years. Yuan Qisenlin laid out five self-built factories within one year. Located in Chuzhou, Anhui, Zhaoqing, Guangzhou and Xiqing, Tianjin, the production lines of the three major factories that have been put into production are all aseptic carbonic acid production lines, and their soda and other beverage products do not add preservatives such as potassium sorbate and sodium benzoate.
At present, there are less than 20 aseptic carbonic acid production lines with the same scale as Yuan Qisenlin in the world. Yuan Qi Forest has put into production 8, other domestic brands are about 4-5, and foreign brands are about 6-7, most of which are located in France and Japan.
It is not difficult to understand why Yuan Qi Forest will become the Pick of KFC, because such a young and energetic brand can dig out the infinite possibility of collision.
How to unlock the combination of product and effect correctly? Scene+group
Whether it is the "Yuanjiding Guagua Milk Tea" launched in June or the "Fried Chicken CP" this time, the "dream linkage" between KFC and Yuan Qi Forest has successfully broken through the circle barrier and attracted the attention of many consumers.
This wave of linkage not only gained a lot of attention, but also further enhanced the brand awareness of both parties.
Fundamentally speaking, the perfect relationship between KFC and Yuan Qi Forest has created a new scene and a new group. "Fried Chicken CP" plays a new scene of "a bite of fried chicken, a mouthful of vibrant forest, happy eating and drinking". 1.25L shares honeydew melon milk tea, catering to the scenes of young dinner and young family consumption, and meeting the consumption needs of the younger generation: enjoying food and drinking with peace of mind.
Driven by the market demand of "low sugar" and "sugar-free", KFC's strategic adjustment direction coincides with Yuan Qisenlin's healthy consumption trend. Looking at the whole beverage market, Yuan Qi Forest is obviously significant for KFC to break into the new market of healthy consumption trend favored by young consumers.
It is precisely because of the same initial intention and strong brand recognition that the two brands can exert the magic of 1+ 1 2.
Breaking through the path of new scenes and understanding the needs of new groups are the key to the success of cross-border cooperation of FMCG brands.
How to achieve successful cross-border in the new consumption field of domestic products?
In this era, co-branding is nothing new. The cross-border marketing of KFC and Yuan Qi Forest can be called winners. The reason is nothing more than the realization of "strong brand awareness x2". One is the number one player in the field of bubble water, and the other is the evergreen top stream in the fast food industry. Users are very aware of their brand awareness.
Therefore, by integrating the resources of both sides, on the basis of overlapping brand effects, and through the cooperation of "combining the old with the new", the old brand has found a direct channel to enter the new generation and injected new energy into the brand; New brands can also gain stronger brand association and enhance brand image.
As a network celebrity in the marketing field, "domestic products" are widely welcomed by young consumers in the air of the Internet. Therefore, the cross-border marketing of domestic brands will also bring their own traffic and span, supplemented by innovative gameplay, and the degree of attention and topic will naturally not be too bad.
For new brands, it is important to pay attention to the cultivation of their own internal strength, but in the internet age, it is difficult to maximize the value of products with isolated content. This is very important for the successful research of co-brand. After all, the effect of 1+ 1 2 is twice the result with half the effort in promoting brand power.
The joint activity with KFC opened a new direction of Yuan Qi Forest from joint name to channel enjoyment. In the future, what new surprises will the "King of Destruction" Yuan Qi Forest bring to the whole beverage industry and consumers?
I believe that this time, my colleagues are watching.