Strong: The no.1 jelly food brand in China

Strong: The no.1 jelly food brand in China

Xizhilang (Strong) is the first brand and time-honored name in the field of jelly food in China. Since its inception in 1993, it has developed into a large-scale enterprise with a turnover of over 1 billion yuan. It is the largest professional production and sales enterprise of jelly, pudding, seaweed and other leisure food in the world.

The company has more than 6000 employees, the products are deeply loved by consumers, and the state administration of quality and technology supervision and inspection awarded the title of "China famous brand products". The company's trademark "Xizhilang" was awarded as "China famous trademark".


As a popular brand, Xizhilang's consumption level is greatly expanded: there are children, teenagers, lovers and families. For these different segments, the expression forms will be different, and the core concept of integrating them is "family love".

Strategic marketing communication

Establish exclusive resources for the brand

The slogan "Jellies puddins Xizhilang" was put forward, and it quickly became popular nationwide. It created the only correlation between the brand and the jelly food industry. This slogan also effectively established the industry entering barriers, make other follow - up brands insurmountable.

Establish value identification for different groups respectively

Only when consumers agree with your brand proposition can they develop goodwill towards the brand and develop loyalty. For Xizhilang, the children are excellent, healthy, happy and know how to share. The youth is full of youthful vitality. The lovers are eternally romantic. The families are warm, kind and full of happiness.

Constantly refresh the brand

As a leisure food brand with low added value, Xizhilang will be constantly disturbed by other brands. To avoid interference, Xizhilang can only constantly refresh the brand. By constantly changing the operation means of film and television advertising version, Xizhilang infuses new elements into the brand, adds new vitality, and constantly focuses the public on Xizhilang brand.

Creative advertising

In order to effectively use the limited advertising resources, Xizhiang put 90% of the budget on television media, strive to achieve higher advertising benefits. A series of TV commercials are produced for Xizhilang in the form of multi-layer and multi-version.

With the continuous replacement of commercials, it not only fully establishes the value identification, but also creates an illusion to the public that Xizhilnag's advertising investment is the highest in the industry. In fact, the investment in advertising is not high.

In an effort to tap the market for young people (especially couples and wedding receptions) at a low cost, Xizhilang used the 1998 hit "Titanic" to run patch ads across the country. Therefore, their creative advertisement of "crystal love" was customized based on "Titanic", making full use of its communication resources, and making the "crystal love" jelly become a popular symbol of romantic love as the film is staged in various parts of China.

Emmm... I'd like to have a jello right now.

Siqi SHA

Reference

https://baike.baidu.com/item/%E5%96%9C%E4%B9%8B%E9%83%8E
https://www.strongfood.com.cn/index.php?ac=brand_show&id=1
https://wiki.mbalib.com/wiki/%E5%96%9C%E4%B9%8B%E9%83%8E%E9%9B%86%E5%9B%A2