Laiyifen is getting younger and younger. What are the new ways or ways of marketing to young people?

No matter from the newly opened store of Laiyifen or social media end, consumers may feel that Laiyifen is getting more and more “skinnier”. The brand rejuvenation strategy continues to push forward. Laiyifen’s brand marketing concept is deeply combined with the digital media, creating the many beautiful cases in the social end that directly contacts consumers. The Internet is water and electricity. Laiyifen pays more attention to the co-prosperity relationship between the digital marketing and brands, and transmits a “sense” of the rejuvenation of brands in every contact with the consumers.

Event marketing endows products with the young attributes.

From the perspective of enterprise attributes, Laiyifen is a typical retail industry. For such enterprises, brand tonality is often closely related to product content. During the terms of the rejuvenation, the rejuvenation of products determines the rejuvenation of brands.

For the example, Laiyifen launched “Red Crayfish traditional Chinese rice-pudding” before this year’s Dragon Boat Festival, attracting much attention from the industry. Traditional Chinese rice-pudding itself is a traditional Chinese food, while crayfish is a popular food for the young people. Laiyifen combines the two. On the one hand, it starts the Dragon Boat Festival marketing, and on the other hand, it deflects the attribute of the traditional Chinese rice-pudding towards the younger age.

In addition to “red crayfish traditional Chinese rice-pudding”, Laiyifen is also good at catching hot spots during the process of promoting the rejuvenation of products and realizing the interaction among the hot spots, communities and marketing. During the 2018 World Cup, Laiyifen cleverly combined Ximei and “Messi” to take advantage of soccer superstars, and used “Ximei, no need to refrigerate, no need to cool” as an advertising slogan, punning on the young fan groups, fully demonstrating the double play of taking advantage and creating the momentum.

Not only that, Laiyifen has also given full play to the young brands “entertainment spirit” on the social nodes such as the release of new Apple products, the Super Moon and the first black hole photo of mankind. Through a sense of news smell, it combines its own products with the social hot spots, and has successively sent snacks such as the daily nuts and Laiyifen doughnuts to the net red position.

It may be pointed out that, the marketing of Laiyifen in the terms of the younger products is industry-specific. Food does not have the “age” attribute in essence, but once it is combined with the popular events that have social bias, food will be endowed with the new attributes. Obviously, the rejuvenation of Laiyifen’s products is to inject more fashionable and flexible interiors into the products through the event marketing, and also to change its brand value towards the rejuvenation.