Why is Tai Er Pickled Fish so popular on the Internet?

As a restaurant brand that specializes in fish, how did Tai Er Pickled Fish become so popular on the Internet? Follow the article below to learn about Tai Er's marketing journey and how it increased its brand awareness. Recommended for brand marketing friends to read.

Speaking of Tai Er Pickled Fish, I believe everyone is familiar with it. As a catering brand that focuses on fish, Tai Er not only has the popular single product "Lao Tan Zi Pickled Fish" on the Internet, but also has a slogan that is hard to forget once you shout it out, "Eat fish to save the world", and a group of loyal fans attracted by the charm of the brand. Tai Er is serious about making fish and promoting it.

It is this differentiated business model that has kept Tai Er from being affected by the major reshuffle in the pickled fish industry. Today, the brand has opened 600 stores around the world, sells 20 million servings of pickled fish a year, and has gradually established its own position in the food world. Some people say that Tai Er sells more than just fish, but emotional values ​​that resonate with young people. Let's talk about what consumers who choose to enter Tai Er can gain today.

1. Explore value beyond products and provide customers with a greater sense of gain

When talking about catering now, one keyword is always low price. From chain brands, new internet celebrities, to new stores that keep popping up like bamboo shoots after a spring rain, everyone is always trying to find ways to offer discounts and coupons. Consumers who have tasted the sweetness of "low prices" are becoming more and more sensitive to product prices. They browse between various apps to find the most cost-effective packages. This is also an important reason why many brands feel that the more tired they are, the less money they make.

However, Tai Er Pickled Fish’s idea is different from many brands. What they want to provide is a more “gainful” experience.

For example, Tai Er Pickled Fish has created a very heartwarming charity project around its core category "fish". The brand uses the fish meat and bones left over from the process of making pickled fish to make charity cat food "He Yingjun Cat Food" and donates it to stray cat rescue stations and other related charity organizations, reducing food waste while achieving resource recycling. Not only that, Tai Er Pickled Fish has also set up "pat and send love" devices in many stores, and created an activity where you can get cat food by shouting slogans, which has subtly gained the favor of fans.

Tai Er not only pays attention to whether stray cats can eat enough, but also pays attention to the living environment of other animals. It is understood that Tai Er Pickled Fish established the "Tai Er Garbage Man" very early, and called on fans online to take practical actions to contribute to the governance of earth pollution and call on more people to protect the environment together. From 2021 to now, Tai Er Garbage Man has carried out more than 57 beach cleaning and forest protection garbage collection activities in many places across the country, and the garbage picked up by the garbage men has exceeded 3981.18 kilograms.

These innovative public welfare projects allow every consumer who walks into a Tai Er store or participates in Tai Er activities to gain emotional value beyond the product itself, allowing them to feel a sense of spiritual gain beyond the taste buds, which is something that many sauerkraut fish brands and even catering brands cannot do.

2. Always fight against involution and anxiety, and continue to convey the brand's "sense of relaxation"

The pickled fish industry, which has a low threshold, is not short of competitors, but Tai Er Pickled Fish is always the first choice for young people to eat out. The reason is not only because the brand itself is young, but also because they are willing to understand and figure out what young people like and what kind of emotional experience they need. If we look at it from a time perspective, every marketing campaign of Tai Er Pickled Fish has hit the emotional touchpoints of young people.

In 2018, when the "Buddhist" attitude prevailed, Tai Er Pickled Fish opened a "Tai Er Chinese Medicine Clinic" during its anniversary celebration, specializing in treating the "unparalleled diseases" that young people may have (such as seriousness and lack of curiosity). In the Chinese medicine clinic, there are "old Chinese medicine doctors" with amazing words and interactive props that can relieve stress. Many consumers have gained real happiness in this world and found their passion for life.

In 2020, a year filled with anxiety and stress, the brand opened a "Tai Er Bathhouse" with the theme of "Scrub the Soul, Live a Refreshing Life", encouraging consumers to "wash" off labels, "wash" off disguises, and "soak" away grease. We hope that everyone can take this opportunity to let go of the anxiety in their hearts and enjoy the brief tranquility.

In 2023, when the pace of work is getting faster and faster, Tai Er Pickled Fish has built a "Tai Er Brick Factory" for workers. In this brick factory, you can see highly resonant copywriting such as "Do not disturb after work" and "I'm asleep" everywhere. In addition to empathy in copywriting, Tai Er also uses multiple interactive check-in areas to convey an attitude that "young people don't have to move bricks step by step. As long as you use the way you like, moving bricks will become refreshing and simple."

Although these activities have different methods and themes, they have one thing in common - they allow young people to escape from their busy work and life and have more "relaxation". These accumulated moments of relaxation will also become an exclusive tacit understanding between users and brands, which is enough to counteract the triviality and fatigue in life.

3. Highly consistent brand temperament, creating a clear sense of unity

However, it must be said that many ways of playing can only be done by Tai Er Pickled Cabbage Fish. If other brands learn from them, they may not have such good results. This is because the connotation and appearance of Tai Er Pickled Cabbage Fish are highly unified, which also allows those creative communications to continue to provide consumers with freshness while consolidating the three-dimensional image of the brand in the minds of the public.

Tai Er Pickled Fish has a highly recognizable brand temperament, and the "Er" in the brand name is also a pun -

The first level of understanding of "two" is the second dimension. Whether it is the core IP image of Tai Er Pickled Cabbage Fish or the store decoration, they all adopt a unified black and white Japanese comic style, with a strong second dimension style. The store decoration also uses some passionate lines from Japanese comics. Almost every consumer who walks into the store can forget the troubles of the third dimension imperceptibly. In fact, before Tai Er Pickled Cabbage Fish became popular, it was their official public account that was popular. The exaggerated and humorous character dialogues and vivid video performances won the hearts of one second dimension fan after another.

The second level of understanding of "二" is middle school. Even in the field of the second dimension, Tai Er has some protagonist temperament: the low-key and observant second boss is actually a mysterious big man who can always save the tasks messed up by the second brother. The optimistic and arrogant second brother, although sometimes unreliable, will become a super fish seller and aspire to save the world when bad guys do evil. In the background of their story, the second brother's weapon "chrysanthemum petal dart" is the finishing touch of Lao Tanzi pickled fish, and the second boss's focus and stubbornness can make consumers feel the brand's guarantee of quality.

In the universe built by Tai Er, all the middle school, traditional and fashionable contents can be well integrated. Maybe many gameplays are unreasonable in other places, but they are highly adaptable in the universe of Tai Er. It is understood that Jiu Mao Jiu also took advantage of the popularity of "Tai Er" to create the "Tai Er Prequel" which is positioned as high-end Sichuan cuisine, and continued to use the character of "Second Boss".

However, no matter how beautiful the marketing is, it can never escape the ultimate test of consumers' taste. This may be the real problem that the brand needs to face after Tai Er Universe matures.

Author: Mr. Bingfa

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