Chinese Brand: How Does Sexy Salad Use O2O Win The Market?

Diet lifestyle is becoming popular in the Chinese market, especially among the young generation group. In recent year, more and more young Chinese people are aware the importance of being healthy. They start to exercise in the gym regularly and eat low-calories food.

Eating salad becomes one of the most popular diet trends right now. Sexy Salad is a very successful salad brand in China.

From Google Image

Obviously, the main menu that Sexy Salad offers is the salad. Its major target customers are gym guys who want to reduce fat as well as grow muscles. Currently, Sexy Salad creates over 100 salad varieties to meet customer diet needs.

From Google Image

Even though Sexy Salad runs less than two years, the annual revenue has reached ￥60 million. The company has completed the fourth round of financing, and final round of financing is invested by Baifu Holdings which is the Chinese largest PE institution.

How does Sexy Salad have so outstanding performance in such short term?

Offline Promotion: Focus On The Right Target Customers

Start With Testing:

When Sexy Salad launched the new salad for the first time on 2015, they built a focus group with 20 highly target customers (gym guys) to test the new salad in a coffee shop.

Share In The Wechat App Friend Circle:

After those gym guys tried the new salad, they felt very satisfied with the taste of the salad. Then, they took pictures and shared them on the friend circle. Surprisingly, more than 30 fitness centers asked for the partnership with Sexy Salad in the following week.

Concentrate On Fitness Centers:

Since Sexy Salad mainly focuses on gym guys, it highly concentrated on promoting the brand in local fitness centers. The company spent six months to visit more than 200 local fitness centers at Shenzhen, China. They spent the whole week to promote their salad in each fitness center. As the result, they quickly reached 1000 daily orders at that time. Now the daily orders are over 5000. The monthly income stabilized at around ￥400,000.

Online Promotion: Mobile-Friendly Learning Experience Leads to Sales

For the online promotion, Sexy salad uses Wechat App as their primary online promotion channel. In order to build mobile-friendly learning experience, they write creative and relevant content on their official Wechat page. People who love diet food like to follow them, read their content, and share it. Therefore, more and more people can learn the science and art of their salad.

From Google Image

Sexy Salad also runs ad promotion and spread coupons via Wechat App. This way can attract potential customers to visit their local store and try their salad. If customers like it, they are more likely to post the salad pictures on their friend circle. Then, Sexy Salad can grow more potential customers.

From Google Image

Overall:

According to the DMR report, there are about 963 million monthly Wechat users in China. Wechat is not only a primary message tool for users but also a popular promotion channel for business.

Sexy Salad knows who are their primary target customer group–gym guys who pursue a healthy lifestyle as well as build muscle. Therefore, it creates special salads to satisfy their nutrition needs. Concentrating on the right customers helps Sexy Salad build brand awareness effectively.

Nowadays, we are hard to survive without Smartphone. DMR reported that 50% of Wechat users spend at least 90 minutes per day. Using Wechat App as primary promotion channel definitely helps Sexy Salad reach potential customers sustainably.

Reference Links:

http://www.sohu.com/a/133021467_467841

https://www.digitaling.com/articles/37809.html

http://www.xjbmaker.com/info/content_id_48.html

Starbucks: Three Main Benefits For Writing Customer Name On The Cup

Whenever I order a small Starbucks coffee, I am always asked "What's your first name?" by a cashier. Even I was the only person to order, they still asked my name. Not only Starbucks, now many other bubble tea brands such as Vivi, Coco, Gong Tea also start calling customer's names. Why does Starbucks write customer name on the cup? What're the benefits to do that? Image from writingelves.com Self-Promotion In the beginning, Starbucks wrote customer names because they received too many orders. Marking down names would prevent mistakes. Later on, Starbucks found that writing names do not only improve work efficiency but also increase brand awareness. Sometimes (most times) Starbucks spell the wrong name. You think customers will get angry? Actually no. In contrast, people feel Starbucks is not only a coffee shop but also a coffee shop with its own personality. Image From Memeguy Some customers also make fun with Starbucks. They come up with

Just Eat:" No Match Is A Wrong Match"

A lot of us are struggling to find our true love. However, when we finally find the right one, the relationship may not always have a happy ending. Many people, like my parents' generation, think love is only between a man and a woman. They are very hard to accept "man-man" or "woman-woman" or couple from different cultures. Whenever I say we should respect all kinds of relationships, my parents think I have a problem. Overall, I need to be fixed. Because of those judgement and bias, some people have to hide their true feelings of love. They don't have enough courage to tell the truth because they think no one will understand them. The most important, they don't want get hurt. The sponsor of Milan Pride 2019, Just Eat App created a special love story between a slice of pizza and a pineapple. This Ad "Just Amore" is calling on everyone should have freedom choice no matter with relationship or meal. Brief Story: One

Digital Campaign Case Study: How Does Coca-Cola “Taste the Feeling”Make Every Moment Special?

Coca-Cola is one of the highest recognition brands globally. Almost everyone in the world knows Coca-Cola and has drunk it. The unique taste of Coke is unforgettable, and that’s why so many people love it. Why does Coke so unforgettable? The taste and refreshment of Coke? Of course, it is one of the key reason. The other reason is its brand creative marketing message. Coca-Cola company have been creating different marketing campaign across the world every year to reinforce the brand culture. Coke is not a simple product anymore. It is our lifestyle! In the January of 2016, Coca-Cola launched new marketing campaign called “Taste The Feeling”. According to Coca-Cola Stories , the central message of “Taste The Feeling” is to “bring the idea that drinking a Coca-Cola is a simple pleasure that makes everyday moments more special.” (Jay Moye) This campaign message was distributed through different channels such as TV commercials, print, outdoor, in-store, social media, and digita

My Digital Insight

Search This Blog