Dragon Boat Festival marketing is full of flowers, how can traditional brands play new tricks

How major brands can grab users' attention in the node has become a must-do homework, and the Dragon Boat Festival is no exception

According to "CBNData: 2020 Generation Z Consumer Attitude Insight Report", as the young generation Z gradually buys into the society, the consumer market has gradually shown a new trend, and generation Z has become a hot main consumer group, and their cognition of life is no longer a Simple guarantee, they are influenced by all-round multiculturalism, have unique and individual identity labels, and pay more attention to self-experience

Under the increasing pressure of life, traditional festivals have become the outlet of many young consumers' emotions, so the brands that can impress them are also inseparable from "experience"

Emotional core creation, focusing on reunion atmosphere

This year's Dragon Boat Festival, Missing Foods launched the theme marketing of "Missing is the Taste of Home", returning to the meaning of traditional festivals, combining the brand with the emotion of "reunion" at the core of Chinese festivals, through creative short videos for the Dragon Boat Festival The culture has given the expression of keeping pace with the times, telling the interesting stories of urban white-collar workers in the tea room chatting about the Dragon Boat Festival and getting along with their families, which can not help resonate with contemporary migrant workers, and also remind people of the subtleties of living with their families

Hunting for new product combinations, all kinds of tricks to play

KFC, which has never been able to "make chicken" well, has snail powder and self-heating rice in front of it.

So the editor can't help but ask, under the dual pressure of tightening marketing expenses and fragmentation of user attention, how should traditional brands get out of the circle?

In this traditional festival marketing, there is also a traditional marinated sauce brand - Huangshanghuang, which has attracted the attention of the editor.

The time is changing, the taste is the same

N ways to open the Dragon Boat Festival

On June 15th, Huangshanghuang's official Weibo attracted and called all fans on social media with the topic of #N Opening Ways#

Taking advantage of self-media to grow grass and create high-quality content

With the advantages of the current self-media, the brand voice is detonated through content creation

Through the analysis of the market and the audience, in the direction of communication, the "grass planting" link preferred by the young group is recommended first, and the scenes are displayed around the self-media shop, and the check-in and evaluation from the taste quality and other methods

Huangshanghuang combines the classic scenes of staying at home, sticking to the post, traveling and playing to carry out product-related planting, producing and publishing high-quality content, original notes, dry goods experience, etc.

During the Dragon Boat Festival, Huangshanghuang teamed up with Cao Cao Travel and Tongcheng Travel to reach a cooperation.

　　Finally, looking back at the entire lo-mei market, there are only a handful of brands that dare to try personalized "breaking the circle" like Huangshanghuang.

　　Since 2021, Huangshanghuang has continuously rushed out of its "comfort zone", created new products to cater to the preferences and fashion trends of young people, and used accurate and interesting content as a starting point to reach younger people.

　　Having said that, traffic is in vogue.

　　In the second half of the brand competition in 2021, what unexpected surprises will Huangshanghuang bring to consumers? Let us wait and see.

　　Responsible editor: Zhao Yangyi Review: Zheng Ying