First of all, it is healthy, delicious and nutritious, and can bring pleasant sensory enjoyment to consumers. Products with emotional added value conform to the consumption requirements of the times and constantly meet the changing needs of consumers.
Secondly, the company adheres to the policy of "quality is the self-esteem of Xizhilang", adopts advanced production equipment and strict production management, implements total quality management, establishes the "quality system" of Xizhilang according to the standards of modern production enterprises, and strictly guarantees the high quality of products.
Third, the rich cultural connotation of Xizhilang attracts consumers. The company takes "pursuing stronger and better, creating a healthy and happy tomorrow" as its creed and follows the business philosophy of "honesty, pragmatism, preciseness, high efficiency, self-transcendence and healthy development", and always highlights the theme of "intelligence, health and progress" in various exchanges with consumers, endowing products with personalized charm, arousing consumers' admiration. After two stages:
(1) initial promotion stage (1993 ~ 1996 initial stage), from birth to becoming a regional brand.
(2) Strategic promotion stage (1996), from a regional brand to the first brand of similar products in China.
Let a regional brand grow into a national brand, which is the most concerned issue. 1. Establish exclusive resources for the brand. The advertising slogan of "Jelly Pudding Happy Lang" made Hijiro famous all over the country, which created the unique relationship between the brand and the industry. In a subtle way, Hijiro has become synonymous with jelly pudding. At the same time, it has effectively established industry barriers, and it is difficult for brands to follow up.
2. Establish the value recognition of different groups of people. Only when consumers agree with your brand proposition will they have a good impression on the brand and develop into loyalty. Facing the crowd at many levels, Xizhilang appealed separately under the fusion of core ideas to tap the value standards pursued by the public and gain recognition by perceptual means. Xizhilang's children are excellent, healthy and happy, and know how to share; Xizhilang's teenagers are full of youthful vitality and friendly sharing; Xizhilang's lover is eternal and romantic; Xizhilang's family is warm, cordial and full of happiness.
3. Constantly refresh the brand. As a leisure product with low added value, brand will be constantly interfered by subsequent brands, and the only way to resist interference is to constantly refresh the brand itself. Xizhilang has injected new elements and vitality into the brand by constantly changing the operation mode of the film and television advertising version, and has continuously gathered public attention to Xizhilang brand.
4. Creativity and media strategy are closely combined. In order to make effective use of limited advertising resources, Xizhilang put 90% of his budget on TV media, striving to achieve great results with small budget. Making multi-level and multi-version TV series advertisements for Xizhilang, with the constant replacement of commercials, while fully establishing value recognition, gives the public the illusion that Xizhilang's advertising investment is the highest in the industry. In fact, the investment in advertising is not high. In order to open the market for young people (especially couples and wedding banquets) at low cost, the popular blockbuster Titanic of 1998 was used for nationwide patch advertising. So their advertising creativity of "Crystal Love" was specially customized based on Titanic, making full use of its communication resources, making "Crystal Love" jelly a household name with the film being staged all over China and becoming a token of romantic love. 1. Unified image style. Whether it is aimed at children, girls or families, Xizhilang's advertisements must have bright colors, clear pictures, friendly atmosphere and pleasant music. Ordinary people want to have more beautiful things and see more beautiful things. Over time, it has formed a happy mode of the Joy Luck Club, and even some similar advertisements of other brands have been mistaken for the advertisements of the Joy Luck Club.
2. Pay attention to the marketing power of music. Every advertisement of Xizhilang has a well-known moving song, and many advertisement songs of Xizhilang are naturally recited in kindergartens, schools and family music, which play an equally important role in shaping values and images, and sometimes even surpass them. The success of the music "Crystal Love" keeps the media concerned. For example, CCTV 3 actively broadcast the MTV of Crystal Love in high density for more than half a year, which not only gave the brand extra spread, but also made the singer who sang the song known as "the queen of crystal songs" and became a singer with rapidly rising popularity.
3. The advertising spokesperson must conform to the brand image. Xizhilang's advertisements have strict standards for actors and are based on the common aesthetic standards of the public. Xizhilang's children, Xizhilang's mother and Xizhilang's family have all become role models in consumers' minds. Many actors appearing in Xizhilang's advertisements have become advertising stars because they represent health, affection and sharing.
4. Advertising should reach people's hearts directly. Xizhilang's touching advertisement has done this well. Many consumers' letters are neither lucky draws nor complaints about product problems, but talk about their feelings about advertisements, advertisements, music and scenes. As the first brand of snack food, Xizhilang's biggest leap is to change the products it sells into brands in concept and carry out continuous strategic operation around this core. The deepest experience of Heiping Company, which serves Xizhilang, is that it is not difficult to create a warm, affectionate and romantic advertisement. Creating a brand that represents "priceless family" requires effective strategic creativity and precise execution. Nowadays, brand has become a hot topic. How many companies can really build brands intelligently? The answer given by Xizhilang is that strategic creativity can effectively shape the brand's values, and with values, the brand will have lasting vitality.