"The most sad thing for a person to work hard outside is to find that he has no sense of existence and is ignored by his friends. Yanjing U8 has launched a new slogan,'I will be more reunited with you' for the limited sales during the Mid-Autumn Festival, which makes me feel relieved to be missed and relieve the pain points in my heart. I want to buy a few more boxes and give them to my friends who have accompanied me all the way!" Xiao Xuan said after 2000.

The 2022 Mid-Autumn Festival is approaching, and major brands have launched a new round of marketing "tough battles". Yanjing Beer, which is the marketing benchmark for the beer industry, has also made its best efforts in recent days to launch Yanjing U8 Mid-Autumn Festival products. In order to adapt to the artistic conception of the Mid-Autumn Festival, Yanjing Beer once again enhanced the new connotation of the company's "culture with you", launched the slogan of "more reunion with you", and used its unique vision + taste to engage in intimate dialogue with consumers. In terms of the outer packaging of the can body, the Yanjing U8 incorporates the hottest "metaverse" elements in the current technology circle, and cleverly transforms the "Jade Rabbit", which represents the Mid-Autumn Festival, into an "astronaut", which means successful pursuit of the moon and reunion. You, this creative design has aroused widespread resonance among young consumers.

It is reported that Yanjing U8 Mid-Autumn Festival products have been sold online and offline through multiple channels. Online, Yanjing has teamed up with WeChat Mall to not only launch the Mid-Autumn Festival Yanjing U8 and Yanjing Eight Scenes gift boxes, but also various time-limited discounts; among online and offline channels, Yanjing Beer has taken the lead in Beijing, Jinhua, Lishui, Baotou and other cities. Work hard to create a strong Mid-Autumn Festival atmosphere together with major supermarkets. Chen Gang, a senior analyst in the beer industry, believes that the Mid-Autumn Festival "tough battle" is still in full swing. Based on Yanjing's previous marketing operation performance, this Mid-Autumn Festival "battle for holiday money" should be able to achieve good results.

In addition, this year's Mid-Autumn Festival and Teachers 'Day are on the same day. In order to pay tribute to teachers, from now until September 10, the official store of Yanjing Beer, an all-e-commerce platform, will spend more than 99 yuan, and you will receive exquisite white beer with a teacher qualification certificate. One beer cup.

"It's more reunion with you", rendering the Mid-Autumn Festival atmosphere through multiple channels

Yanjing U8 is new!

In a few days, the annual Mid-Autumn Festival will arrive as scheduled. Many citizens and friends in Beijing, Jinhua City, Lishui City, Baotou, Erdos and other places have discovered that the Yanjing U8, which is conspicuous in major commercial supermarkets, has quietly been replaced with "new festive clothes." It is reported that in order to welcome the Mid-Autumn Festival, Yanjing U8 has linked "Culture with You" to the Mid-Autumn Festival, and launched a Mid-Autumn Festival gift box with the theme of "Reunion with You", hoping to add a strong flavor of beer to the festival.

"Yanjing Beer promotes the strategic concept of 'younger products leverage the young people's market'and strives to create a fashionable, diverse and inclusive brand image. In this round of offensive, the Yanjing Beer Marketing Management Center team has implanted more national trend elements with the timeliness of Mid-Autumn Festival into the product, and used the combination of 'creating an atmosphere offline and sending benefits online' to carry out targeted communication, which will continue to add points to the brand's rejuvenation, and will surely successfully attract the attention of young consumers and stimulate their desire to purchase and consume." Chen Gang, senior analyst in the beer industry, said.

At present, there has been a heated wave on major social platforms. If you type in "Yanjing U8" on these platforms, you can find that a group of loyal netizens, especially Xu Caikun's fans, have posted Yanjing Beer's customized products for the Mid-Autumn Festival."Yanjing U8 Mid-Autumn Festival limited payment is available!" Comments such as "I want to drink Yanjing U8 with my family KUN this Mid-Autumn Festival" and "Yanjing U8 limited edition" emerge endlessly.

Follow the "heart"+ walk the "new" and deeply cultivate the "culture with you"

Holiday marketing must create an emotional connection between products and consumers. Chen Gang, a senior analyst in the beer industry, believes that "unlike simply shouting hard to sell products, in the Mid-Autumn Festival offensive in 2022, Yanjing Beer used 'You Culture' as a link to 'communicate' with young people and chat about common cultural values. This is a marketing strategy of 'heart'+'new'."

In recent years, Yanjing Beer has innovatively rooted the "You Culture" in the entire process of product development, production and sales. It has used hot topics among young people as a social interaction contact point, connecting thousands of different regions and different ages., different interests and hobbies, different life states, and different value propositions."You" have integrated the brand culture of "Love You, Yanjing has Me" into young people's study, work and various social scenarios from multiple angles, triggering the emotional resonance of young people.

The slogan "I will be more reunited with you" may seem ordinary, but the "heart-attacking technique" contained in it is of great significance to Generation Z. Chen Gang believes that "the collapse of adults is sometimes not because of how difficult a person's situation is, but because he suddenly discovers that he lacks a sense of existence and is ignored by circles and society. The new slogan of Yanjing U8 is to arouse consumers 'feelings of being cared about and accompanied, and empathize with the' psychological pain points 'of young consumers. Obtaining the value recognition of target users is very warm and will surely promote consumers. The desire to buy also further deepens the connotation of' having you culture'-'With you, my Mid-Autumn Festival will be more reunited!'"

In addition to "taking heart" to root "Youyou Culture" in its products, Yanjing is also very "innovative" in promoting traditional culture this year. The Yanjing U8 limited model is ingenious in its outer packaging design, transforming the Jade Rabbit into an astronaut, cleverly combining traditional Mid-Autumn Festival elements with the news of the successful departure of the Shenzhou 14 astronauts and the hottest metaverse concept in the scientific and technological circle. Combine to attract young people's attention. Many consumers born in the 1990s and 2000s said that Yanjing has been avant-garde and precise in handling the national trend, and is full of creativity. Whether it is packaging or taste, it caters to the consumption preferences of young people."Yanjing Beer has become one of the first choice beer brands to express our identity and reflect our sense of belonging."

Target marketing hot spots andbuildNormal communication

Trends are always changing. Only by always building bridges of communication with consumers and maintaining good dialogue with the times can the brand remain young forever. Chen Gang, a senior analyst in the beer industry, believes that in this round of Mid-Autumn Festival marketing activities, Yanjing used cultural marketing to convey brand connotation and interactive marketing to enhance brand affinity. It successfully targeted Mid-Autumn Festival marketing hotspots and turned festival events into communication with target consumers. Normal.

In fact, it is normal for Yanjing Beer to be regarded as a "friend" by young consumers. In recent years, Yanjing has been actively innovating various marketing activities and communicating with Generation Z. Previously, Yanjing took the lead in testing the top-notch endorsement model and successfully entered the young people circle with "celebrity IP rejuvenation brand image." At the beginning of this year, at the Beijing Winter Olympics, Yanjing seized the opportunity to launch a sports marketing strategy, launched customized Winter Olympics products to sponsor the Winter Olympics, and built Yanjing Beer's "Beijing-Zhangjiakou High-Speed Railway" Winter Olympics special train, allowing Yanjing Beer to easily reach the target group as "one of the young people's favorite beer brands". In the following summer marketing, Yanjing once again accurately blocked the young market. The chairman personally visited the live broadcast room to talk to consumers about "Culture with You", held cultural caravans, held urban flash mob activities, and helped promote the theme song of the popular movie Hundred Flowers Awards., etc., a series of creative marketing "get together" with contemporary young people, making Yanjing a "confidant" for the young group and spending every leisure moment with everyone.

As well-known business mentor Zhang Qixin said, sales promotion and promotion are just a stopgap measure to expand sales."From the long-term perspective of enterprise development, creative marketing must be carried out to define customers, define values, and define pain points; target a group of people, and address a specific type of pain point." The Yanjing Beer Marketing Management Center team continues to increase its performance by targeting marketing hotspots, launching a series of creative marketing, and gaining market recognition.

In the first half of this year, Yanjing's revenue and net profit made major breakthroughs at the same time, creating the best performance in eight years. According to the 2022 mid-year report recently released by Yanjing Beer, in the first half of this year, the company achieved operating income of 6.908 billion yuan, a year-on-year increase of 9.35%, and net profit attributable to shareholders of listed companies was approximately 351 million yuan, a year-on-year increase of 21.58%.