My Digital Insight

KFC has been come into China for over 30 years. I still remember my first time to eat KFC fried chicken and mash potato at the first KFC restaurant in Beijing.  Meanwhile, the biggest competitor McDonald also came into China soon. Big Mac and Kids Meal was my favorite.  In my mind, KFC is the Chicken Master, and McDonald is the Beef Burger Master. For those 30 years, KFC has become one of the most popular fast food restaurants in China; however, McDonald is not that popular anymore. They are both the largest fast food chain in the world, but why are their gaps are so big in China? What's the secret for KFC to beat McDonald in China? Secret One: Learn & Respect Chinese Taste  From a product respective, before entering China, KFC  began to learn and understand Chinese culture. In 2000, KFC began to invited more than 40 national food nutrition experts to set up the "China KFC Food Health Advisory Committee" to develop products suitab...

More and more people are aware of the importance of health. Many people start doing regular exercise to keep health and lose weight.  Fitness app is a popular trend in recent years.  According to Netimperative ,  health and fitness apps have become widely popular over the past few years, with usage growing by over 330% in the past three years. Many fitness and health app users are loyal to their favorite apps, with 96% using only one health and fitness app. Over 75% of active users open their health and fitness app at least two times a week.  During this hot trend, Chinese Keep App has grown super fast in just four years, from a fitness app to a life-balance platform. About Chinese Keep App Keep App was launched in February 2015. Just like many fitness trainer app, it offers many personalized training courses or sets to allow users work out anytime and anywhere. It is also a social platform which encourage users to share their workout progress and result to m...

Every brand has it own ways to promote the brand. Most brands are focus on only promoting products or service. Even though brands create many ways to interact with customers, sometimes customers don't feel exited at all.  Why? The main reason is most interactive ideas are delivered on social media. And, people don't check social media all the time. There are too many posts showing up on social media page every second, so people are easy to ignore those "have fun" or "take action" posts. The high content competition on social media makes brands hard to grab people's attention.  Moreover, many posts are just for promotion purpose , but they don't meaningful. People don't feel it is important or necessary  to do. Brands need to think a customer-central idea to let people feel your brand cares about their feeling and life. In order to get high customer engagement, brands need to generate creative ideas to make people feel learn something n...

I buy whole milk every week for my family, but I never drink milk because I don't like its smell and taste. Recently, I see a marketing post talked about Oatly milk which is very popular oat milk in these years.  Unfortunately, it is too popular to buy one. It is out of stock in Target and Starbucks near me.  Why is it sell so fast?  What's the secret(s)? About Oatly  Oatly is a Swedish oatmilk brand. Oatly is founded in 1994, Oatly was the first manufacturer to produce and sell oat milk. It turns fiber-rich oats into nutritional liquid food that is perfectly designed for humans. From Oatly Marketing Strategy: BARISTA+ One Product When Oatly was expanding to international markets, they focused to launch only one product: Barista Edition.  The Barista Edition of Oatly suddenly wins many young customers' hearts. As more and more people care about nutrition and vegetarian food, it definitely offered a new and great choice for many customers....

One of the most popular summer trends is wearing sunglasses. People love wearing sunglasses to be cool and different. Of course, protecting eyes from the UV rays is also the key point to wear sunglasses. Tens Sunglasses  is unique by having a filter feature on the lens which will let people see the world differently. The ambition of Tens is "to make everyday life look and feel ten times better". Image from thecoolector.com Brief Brand Story: The idea came from driving through the Highlands in search of sunshine. They joked about being able to brighten the color in front of them. After a long discussion, they thought this idea might be work in sunglasses lens and started this company on Idiegogo  in 2014.  Product Unique: According to the recent interview from 99 Percent Lifestyle, what makes tens so different from competitors is that its signature lens can transform the world around people into a vivid picture.  When people wear Tens sunglasses, t...

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...

From the study of website user experience, I have a better understanding of how UX impact branding and customer online behaviors. In this post, firstly I will share my insight about how customer shopping behavior change, then I will share my analysis on UX walkthrough study for Zara. Customer Shopping Behavior: Past V.S.Now Basically, customer shopping behaviors have been changing all the time. 20 years ago, we didn’t know we could shop online because online shopping didn’t exist at that time. Customers usually captured promotion information from TV ads, newspaper, posters, magazines, or just visited the store. Now, when people want to shop, the first thing they usually do is SEARCH . According to  the digital study ,  94%  of online shoppers conduct research before purchasing and  61%  of online shoppers use search engines to discover information when shopping online. (compete.com) In the past, people evaluate a brand only based on its product an...