The badge marketing of Bawangchaji has gone viral

Have you been flooded with Bawangchaji's badges recently? What is the key to this successful marketing? I hope this article can give you some inspiration.

Recently on Xiaohongshu, there are many notes about the badge of Bawang Cha Ji.

These badges are of various types and have romantic names, such as the Gardenia Light Chaser Badge, the Whale Song Hearing and Whale Song Monologue Badge, the Asian Elephant Badge, the Cat Badge, the White Magnolia Badge... These badges are either related to Bawang Tea Princess's products, or integrated with public welfare activities, cultural heritage, and regional characteristics.

Some people believe that this is a new track that Bawang Chaji has explored in the new tea beverage industry, using badges as a breakthrough to make a marketing expression different from that of competing products. What badges did Bawang Chaji launch? What is the significance of this to the brand?

1. Explore the badge track to make differentiation more concrete

Store anniversary badges with commemorative value and regional significance. For example, on the second anniversary of Bawangchaji Henan store, a peripheral gift box was launched, including refrigerator magnets, straw cups, and umbrellas.

Charity co-branded badges with humanistic value, social significance and sustainable development, such as the theme peripheral badges focusing on marine environmental protection charity activities jointly created with China National Geographic and the Blue Ribbon Ocean Conservation Association; the rural children's playground charity badge that focuses on the health of rural children, and the furry children attention plan theme badge.

The same is true for the co-branded badges, which are co-branded with the movie and launched the Wanli Mulan series of badges;

The Miao embroidery cultural badge is tied to China's intangible cultural heritage and pays tribute to the intangible cultural heritage project;

The limited summer peripherals that are linked to the changes of nature, pink lotus, enter summer in a second;

The Gardenia badge, which is associated with the Gardenia series of products, also provides an opportunity for Shanye Gardenia's star products to further gain popularity;

The badges with cultural and regional characteristics are produced in cooperation with scenic spots and cities. Popular scenic spots and cities such as Chongqing, Henan, Luoyang, and Harbin are all co-branded with Bawang Chaji.

As well as various exclusive limited editions, birthday badges, graduation season limited editions, and badges focusing on various festivals and special days, such as Children's Day badges, Dragon Boat Festival badges, etc. There is nothing the brand can't do, except what you can't think of.

Obviously, Bawang Cha Ji has upgraded the peripheral products that other brands occasionally play with, and has set its sights on badges that have collection, ornamental value and identity symbolism, giving every consumer a reason to enter the store.

Using badges as a breakthrough, Bawang Cha Ji has found a marketing method that is different from its competitors. What is the marketing logic behind this seemingly conventional and simple method? What is the purpose?

2. The logic behind the marketing of Bawangchaji badge

The essence of marketing is insight.

1. Basic Insights: Using differentiation to achieve marketing breakthroughs

Bawang Cha Ji breaks through by betting on badges, which is differentiation and an important expression of brand series marketing.

In the fiercely competitive new tea beverage industry, Luckin Coffee has captured consumers with its fast, accurate and ruthless marketing methods, Heytea has captured target users with its fashionable tea beverage image, Starbucks has taken the lead in seizing the minds of users with the third space, and Mixue Ice City is known for its low prices and interesting marketing methods. If Bawang Chaji wants to stand out in the fiercely competitive new tea beverage market, differentiation is the key to brand success.

From a business perspective, Bawang Cha Ji has used badges as an entry point to open up a unique new marketing track in the new tea beverage market, differentiating itself from competitors. This is also the key to enhancing brand competitiveness, broadening communication channels and achieving sustainable development.

For consumers of new tea drinks, good taste and fun are the primary productivity. The badge design of Bawang Cha Ji is exquisite and beautiful. There are regional, birthday, and co-branded limited editions. Each design is very creative. In addition, the brand has given different badges differentiated cultural connotations, making the badges not only a social currency for consumers to show off, but also a collection value.

The demographic dividend has peaked, and occupying the minds of users has become the brand's marketing goal. Bawang Tea Princess activates users by issuing badges, creating communications with brand imprints, and can also occupy the mind of users.

2. Ultimate goal: Using badges as a guide, create a closed marketing loop from attraction to communication to conversion

At the same time, badges are also an important strategy for brands to create a closed loop of communication and sales.

Badges can inject entertainment genes into brands, making them more attractive. The creativity of the Bawang Cha Ji badge combines multiple themes such as festivals, intangible cultural heritage, seasons, cities, and environmental protection, attracting its target audience from different dimensions. At the same time, badges with symbolic meanings often carry people's expectations, and their interactivity and entertainment are self-evident.

At the same time, it helps to bundle products with content and display advertising information. It is not difficult to find that the badge not only carries the function of connecting the audience of Bawang Tea Princess, but also links the product and the content of the communication together. In addition to promoting the product, it also highlights the fun and interesting characteristics of the brand, which is helpful for brand communication.

Social currency with social value. Badges are the favorite of enthusiasts. They can bring together consumers with common hobbies, allowing them to show their taste, identity and status while gaining more recognition and respect in social circles, giving badges social value. At the same time, it is also an important medium for communication between users and brands, giving badges with rarity and uniqueness the ability of "social currency".

Infuse social media, content, and products with commercial characteristics to help with conversion. Bawang Cha Ji bundles the badge with its own communication, content, and products. At the user level , it attracts consumers' attention and improves user loyalty and engagement. At the product price level , it can increase the added value of the product to achieve an effective premium and bring considerable benefits to the brand. In terms of communication , in addition to user self-communication, the badge can also serve as a bridge for the brand to cooperate with other brands and IPs, and can expand the brand's influence in the industry and among users. The influence of multiple factors will naturally produce effective communication and achieve double growth in traffic and sales.

3. Long-termism of a Cup of Oriental Tea

Bawang Tea Princess has always been known for not compromising. It hopes that the relationship between consumers and Bawang Tea Princess will "start with appearance and end with tea quality". It takes "making friends around the world with oriental tea" as its brand mission and wants to establish a competitive barrier for the brand through cultural resonance.

1. Fulfilling the mission of "making friends through tea"

Bawang Tea Princess uses badges as a medium to promote "making friends over tea" and integrates it into the brand's daily marketing.

In terms of the name for fans , "Tea Friends" is the name for fans of Ba Wang Tea Princess. This undoubtedly labels consumers and brings together tea culture enthusiasts and people who are keen on making friends.

At the same time , "making friends through tea" is integrated into every marketing of the brand. Whether it is going to "UNESCO" to meet friends around the world who tell the story of modern oriental tea; or launching the #Jijie's surrounding collection plan# to promote surrounding products (badges, blankets, cups, etc.) to bring happy surrounding games to tea lovers; or bringing consumers to re-understand Guizhou Miao embroidery, realizing the collision and fusion between tea culture and intangible cultural heritage Miao embroidery culture, making friends through culture and tea, awakening the rebirth of Miao embroidery culture, and giving the brand a strong sense of culture. Obviously, "tea" and "making friends" have played a role in the brand's marketing behavior, guiding people's behavior and hobbies.

2. Seek cultural resonance and build a brand moat

In traditional culture, meeting friends has an indescribable romance, it is the joy of meeting your loved one again in the season of falling flowers, it is also the open-mindedness that friends all over the world are close, and the King of Tea has written the romance in traditional culture into the brand's genes.

In terms of brand name and LOGO design , the inspiration for the brand name of Bawang Cha Ji comes from the traditional Chinese story Farewell My Concubine. The difference of one word can make consumers associate the brand with the traditional story. In the design of the LOGO, the traditional Chinese opera and Peking opera facial makeup, which represent the traditional culture of the machine, are all integrated into it, and the sense of culture is beyond words. In the design of the store, there are countless Chinese style elements such as wooden materials commonly used in ancient buildings, hollow carved railings, and the ancient Tea Horse Road.

At the same time , the product genes are integrated with the Chinese people's innate happiness, and the story of Boya breaking his string is used to create the product of the same name, which describes the romance of the product that is hard to find a soulmate, and also opens the next nevel for product competition. Not only that, in the design of product packaging, Bawang Tea Princess chooses to keep its design highly consistent with the LOGO, uses the facial makeup in Peking Opera to compose the brand's cultural confidence, and also allows consumers who choose their products to be infected by the brand's marketing methods.

In marketing , the design of various badges shows the brand strategy of Bawang Tea Princess, which is centered on traditional culture. The common gardenia and co-branded intangible cultural heritage in the badges allow the badges to continue the brand's new story and open up new space for communication. At the same time, it tells the world the story of tea, especially the brand's first global TVC "CHA" this year. Bawang Tea Princess has written an oriental story that belongs exclusively to the brand through the language of meeting friends that transcends history and borders. It is not only about meeting friends through tea, but also an important part of modern oriental tea going global.

From the brand name, LOGO design, store construction, marketing direction and product creation, Bawang Cha Ji has built the brand's cultural attributes from the inside out and from top to bottom, giving this young brand a profound cultural heritage and allowing the brand to build a brand moat in the new tea beverage industry.

Author: Mr. Bingfa

Source: WeChat public account: "Marketing Art of War (ID: lanhaiyingxiao)"