Yuanqi Sen 0 also launched an eye-catching and tacky advertisement? The former Internet celebrity brand has been completely traditionalized

Introduction: Yuanqi Forest's recent new advertisement is eye-catching. The magical background music and slightly "traditional" spokesperson make people feel its willingness to transform. Is it the general trend of sinking into the market, or is it an ambitious attempt to expand market share? The author of this article discusses with you.

No one expected that Yuanqi Forest, which has long been known for its fresh and clean image, would "hijack" Mr. Cai Guoqing and stage an old-fashioned, eye-catching, magical and earthy advertising song. Netizens were caught off guard and received 365+000 blessings.

01 Eye-catching and tacky, has Yuanqi Forest changed?

The main theme of this advertisement of Yuanqi Forest is a brainwashing adapted version of the song "0 sugar, 0 fat, 0 calories", but there is something inexplicably strange about the combination of Mr. Cai Guoqing and Yuanqi Forest.

It's 2023, and we can still hear "365 Blessings", but the blessings that Mr. Cai Guoqing gave us this time seemed to be based on the favorite template of middle-aged and elderly people, from rhubarb to Yuanqi Forest!

"000 000, 0 sugar 0 fat 0 calories, afraid of sugar, afraid of greasiness, afraid of calories, drink Yuanqi Forest" This melody seems familiar, isn't this "Jingle Bells"! Why is the screen full of "0"?

And, it can be seen that Cai Guoqing was really excited in this advertisement: Mr. Cai, your Yuanqi Forest is out! Yuanqi Forest's advertisement is really original and fresh, which makes the masses feel dizzy when they see it. There are many netizens who commented hotly under this video: Yuanqi Forest is so deep.

Another netizen commented: "Did you guys catch Cai Guoqing with something?" Indeed, at his age, he was able to cooperate with the filming of the advertisement with such large and exaggerated movements, which did not seem to be voluntary (it was not).

Of course, some people also like this "unique" advertising style, believing that not following the beaten path is a reflection of Yuanqi Forest's courage.

Some netizens also considered it from a brand perspective and believed that Yuanqi Forest has not clearly defined its advertising goals and brand tone.

But if an ad has a thousand viewers, there will be a thousand Hamlets. The audience may not like it, but they have to admit that this ad has broken the circle. Its extraordinary number of likes and reposts also reflects the unique charm of a rustic ad: it can stimulate people's desire to share, so what's wrong with being a little rustic?

02 "000" of the 0 (age) level throughout the year

When TOP heard this earthy song, he couldn't help but think of the popular song "You love me, I love you, Mixue Bingcheng is sweet" by Mixue Bingcheng. It is also a well-known classic song adaptation, and the same lyrics that represent the brand characteristics are repeated over and over again. Even, you have to sing the adapted theme song offline to receive the benefits.

#元气森林000主题曲挑战#offline activity

People who go to the store to sing the Yuanqi Forest theme song, or participate in the online theme song adaptation topic interaction, have the opportunity to receive sparkling water as a prize and win tickets to the "Yuanqi Forest Music Festival".

Yuanqi Forest Online Topic Interaction

In such an event that invites everyone to participate, Cai Guoqing is not the only one who sang "0 sugar, 0 fat, 0 calories" into a song. Yuanqi Forest also invited Wang Zhengliang, Wang Ziyi, Landlord's Cat and AK Liu Zhang to participate in the event. However, the theme song adaptations of the other singers are not so earthy and lively, but have their own characteristics: lyrical, rap, fresh... all your favorites are included.

The "Yuanqi Forest 000 Theme Song Challenge" invited these 6 singer-songwriters (including the landlord's cat as a group), and the Yuanqi Forest official chose a suspenseful form to release the event in three steps:

It is not difficult to see how hard Yuanqi Forest tries to attract fans to interact with it. But what caught TOP's attention more was the age difference between the singers and songwriters.

Cai Guoqing was born in Beijing in 1966. He became an idol in the 70s and 80s for his handsome appearance and beautiful voice. He was also known by the 90s for his unique performances in "365 Sunrises a Year" and various variety shows. His fans are the oldest and most diverse among the singer-songwriters.

Baidu search "Cai Guoqing" crowd portrait (source Baidu Index)

Wang Zhengliang debuted in the 2007 "Happy Boy" program, and is now an "old boy" born in 1977. He was already an outdated singer who disappeared from the public eye, but he was able to become popular again with his jokes and excellent musical talent in "Welcome to the Mushroom House" and "Happy Start Again". His fans are concentrated in the 80s and 90s, and most of them are women.

Baidu search "Wang Zhengliang" crowd portrait (Source: Baidu Index)

Wang Ziyi, AK Liu Zhang and Landlord's Cat, four singer-songwriters born in the 1990s, are well-known for idol boy band reality shows, rap music programs and popular online singles. Their fan bases are also concentrated in the 1990s and 2000s, but there is a big difference in gender distribution.

Baidu search "AK Liu Zhang" "Landlord's cat" crowd portrait (Source: Baidu Index)

After reading TOP's analysis of the singers invited by Yuanqi Forest, have you found any characteristics? Yes, this seems to be the first time that Yuanqi Forest has taken all age groups into consideration in its campaign. Perhaps Yuanqi Forest's products cannot arouse the purchasing desire of the 70s consumer group, but the earthy advertisements may hit their hearts.

03 When peaches are ripe, Yuanqi Sen 0 and traditional brands exchange roles as teachers and students

The mature Aunt Cai and the mature slide show advertisement, behind which are mature products and brands.

White peach flavor is the trump card among Yuanqi Forest's first batch of products. It is said that "most people were amazed at the first bite" during the taste test. The 2021 modified product accounted for more than 50% of Yuanqi sparkling water sales. Data from 2022 shows that white peach flavor is still the first choice of consumers, with stable sales. For every 7 bottles of Yuanqi Forest sold, there is 1 bottle of white peach flavored sparkling water.

However, this product with a very refreshing taste, along with the Yuanqi Forest brand, has gradually entered a period of steady maturity after a period of rapid growth, and is facing a major growth bottleneck.

According to "Late Exclusive", Yuanqi Forest's sales in 2022 are expected to be 8-9 billion, an increase of about 10%+, which is very calm compared to the 200-300% surge in the early days. "New Distribution" quoted a source as saying: Yuanqi Forest's 2023 goal is very pragmatic, and Tang Binsen emphasized internally that "less is more, slow is fast."

As the main practitioner of the new consumption concept and the core beneficiary of the new consumption dividend, Yuanqi Forest initially rose rapidly by occupying the "0 sugar" track, causing panic among traditional beverage giants. Its brand strategy, advertising creativity, and marketing operations have also become the core focus, research, and learning objects of various companies. After entering the mature stage, Yuanqi Forest, which is struggling to find a "second growth curve", has learned more and more from traditional brands. The roles of teacher and student have been exchanged, or in other words, everyone is a teacher and student to each other.

First, learn from traditional brands in strategic layout:

Some analysts pointed out that behind the layout of Yuanqi Forest in recent years, whether it is diversified investment, the establishment of its own factories, or the deepening of the brand and the expansion of offline channels, these efforts are the inevitable path for Yuanqi Forest to transform from a light-asset company to a heavy-asset company.

Simply put, it is a move from an Internet company to a traditional beverage giant. From light assets to heavy assets, Yuanqi Forest is trying to get rid of the production capacity dilemma restricted by people and ensure Yuanqi Forest can develop stably in a volatile market. On the other hand, it is also to better adhere to the principle of "user first".

Second, the channel structure should learn from traditional brands:

According to media reports, Yuanqi Forest has launched organizational structure adjustments in 2022 to align everything with traditional enterprises.

Traditional fast-moving consumer goods companies all have a management system from the headquarters to regional, provincial, city (group) managers and business supervisors. Yuanqi Forest’s sales business also follows this structure. It has now changed the past Amoeba management model. This model matches the Internet’s “rapid trial and error, rapid iteration” rhythm, but is incompatible with offline operations. This is a change at the “Internet gene” level, which shows that Yuanqi Forest has truly begun to fight in this battlefield using the posture of a traditional giant.

Third, the creative advertising is becoming more and more traditional:

One is the giant entertainment marketing strategy, and the other is today's Aunt Cai, which is similar to the "earthy marketing" of new tea brands such as Mixue Bingcheng and Yihetang.

According to incomplete statistics from the Knife Skills Research Institute (for example, it missed the title of the most beautiful night of B station for New Year's Eve), Yuanqi Forest has cooperated with 21 dramas, 15 variety shows, 2 evening parties, 2 B station documentaries, and 1 Douyin short drama from 2019 to June 2022. This statistic does not include the brand's advertising cooperation on old dramas that have been broadcast every year, and some unmonitored post-production technology implantation projects and product implantation projects. Drama and variety show marketing with high exposure, emphasis on the mind, and focusing on the front link is an effective means for traditional fast-moving consumer goods brands to seize the market, and it has also been flexibly applied by Yuanqi Forest, which has become the beginning of its traditional placement.

Today, Aunt Cai's creation, with its strong Jiangnan leather factory flavor, is the beginning of the thorough traditionalization of Internet celebrity brands. Such creativity has three effects: penetrating the sinking market, communicating with the elderly, and attracting the social attention of the young people.

Yuanqi Forest's seed users are white-collar workers in first- and second-tier cities. However, as an affordable beverage, its sales growth is in the vast low-tier markets and even county and town channels. Yuanqi Forest is clearly increasing its market penetration.

Yuanqi Forest revealed that in 2022, the market in the county and township sinking market will account for 61% of the entire beverage market. According to reports, Yuanqi Forest will pay more attention to the sinking market channels in the future. This year, the market share of third- and fourth-tier cities in the southwest region has reached twice the national average. This is also the first region in the country where Yuanqi Forest has built an "offline channel system". Obviously, Cai Guoqing's advertisement is also paving the way for the sinking market.

In addition, Cai Guoqing's fans are mainly those born in the 1970s, with a small number born in the 1980s. This group may also be the target of the advertisement's tentative communication, in order to increase sales and expand new groups. Of course, young people's social attention on the Internet is also one of the benefits of the advertisement, as the advertisement allows them to strengthen their brand awareness in a relaxed manner.

R&D innovation, channel expansion, and brand expansion, it is not clear which is the strongest second growth curve for Yuanqi Forest. But it is foreseeable that in the future, it will be like traditional brands, with more diversified products, channels, media, and creativity.

Author: topjun

Source: WeChat public account "TopMarketing"