Chongqing - "Digital pickled vegetables" has become a trendy term resonating with China's youth, epitomizing their penchant for enlivening solitary meals with engaging and humorous online content, transforming mundane dining into enjoyable experiences.
Fuling Zhacai, a well-known Chinese pickled mustard brand, is tapping into this hot trend through its subsidiary, Wujiang Zhacai, by partnering with Bilibili, a major video-sharing platform akin to YouTube. This collaboration aims to launch a youth-oriented product.
In an exclusive interview with Bridging News, Liu Luyan, Sales Manager of Chongqing Fuling Zhacai Group Co., Ltd., explained the strategy behind this move. She said the collaboration aims to align with the genuine preferences of young consumers and build an emotional connection with the brand, which is crucial for the brand's sustained growth and market presence.
Liu Luyan, Sales Manager of Chongqing Fuling Zhacai Group Co., Ltd., accepted an exclusive interview with Bridging News. (Graphics/Chen Zhan)
Innovative co-branded mustard attracts young consumers
On October 19, public records show that Wujiang Zhacai and Bilibili debuted their joint project, featuring a co-branded mustard with innovative video content. The product sports a fresh pink package, a modern twist from its traditional design, and includes a QR code for accessing exclusive digital content on Bilibili.
Available now at Wujiang's Tmall flagship store, the co-branded mustard product is priced at 8.9 yuan for first-time buyers using a coupon. This strategy aims to captivate young consumers, boosting the brand's reach and market share.
Analysis from Moojing Market Intelligence indicates a notable shift in the consumer demographic for the new product. The average age of purchasers has dropped by ten years, with those aged 18-25 and 26-30 making up 41.51% and 20.55% of buyers, respectively.
Bilibili, favored by China's youth, offers Wujiang Zhacai a prime channel to connect with younger consumers. Liu notes that Fuling Zhacai's long-standing efforts to attract younger generations have been vital to its top-selling status.
Beyond joint branding, Fuling Zhacai is also exploring other avenues to appeal to younger consumers, such as leveraging live commerce platforms and others.
Wujiang Zhacai and Bilibili launched their collaborative venture, introducing a creative video and co-branded mustard. (Photo/Chongqing Fuling Zhacai Group Co., Ltd.)
Reinvigorating the brand to appeal to Gen Z
Liu emphasized integrating brands into consumers' lives by addressing their real needs and enhancing brand preferences is essential. In this context, brands should actively seek relevant scenarios for engagement.
She thinks the Wujiang and Bilibili collaboration is a prime example of effective co-branding. This initiative strives to position their product as a go-to choice for consumers of all ages and social backgrounds, whether for cooking, dining, or social occasions.
Liu also recognizes that the interests of Gen Z, now a significant player in the consumer market, diverge from older generations, with less emphasis on mustard's cultural and historical significance. Instead, capturing their interest through the unique concept of digital edible pickled vegetables may more effectively spark their curiosity.
In recent years, Fuling Zhacai has concentrated on revitalizing its brand. They've launched a new line of lightly salted pickled mustard, catering to the preferences of younger consumers with a significant reduction in salt content of over 30%. Additionally, they've introduced a novel pickled mustard sauce and expanded their range to include pickled mustard snacks.
Fuling Zhacai plans to continue prioritizing consumer satisfaction with delicious offerings. Their goal is to diversify their product range with high-quality items, shaping the brand into a promoter of a new, healthy, diverse, convenient, and refined dining experience.
China's time-honored brands embrace co-branding innovation
Co-branding has gained significant traction in Chinese marketing, particularly with younger audiences. Besides co-branded mustard, another interesting example is the innovative alcoholic lattes born from the collaboration between Luckin Coffee and Kweichow Moutai.
The innovative alcoholic lattes were born from the collaboration between Luckin Coffee and Kweichow Moutai. (Photo/Luckin Coffee)
The lattes feature a distinct Moutai label and contain a slight alcohol content of less than 0.5 percent, derived from 53 degrees Moutai. Priced at 38 yuan ($7.26), they are also available at a discounted price of 19 yuan with the use of coupons, as reported by China Daily.
Luckin Coffee, known for its affordable prices and convenient services, seeks to enhance its brand prestige through this partnership. Meanwhile, Kweichow Moutai aims to connect more effectively with younger consumers, a demographic increasingly becoming a focal point in its marketing strategy. This partnership is a creative attempt to blend the unique offerings of both companies.
Experts note that these collaborations show China's time-honored brands stay relevant and appeal to younger audiences by embracing innovation and partnership strategies. They assert that while these long-standing trademarks might initially adapt more slowly to market shifts, they show remarkable resilience and creativity in overcoming and embracing change.