/ Zhawentong/August 23, 2022 Guangzhou -- The founders of the Beilu Duck brand are six people born after 1990. They not only have an international vision and thinking, but also have super practical experience. Although their average age is less than 30 years old, they have made remarkable achievements in eight years of entrepreneurial practice. They have created 3 famous Chinese catering brands, and have won dozens of honorary titles including Chinese catering Outstanding brand, Zhejiang Catering Top 100 brand, China Franchise Top 100 brand, National franchise Top 100 enterprises, etc.
Different from heavy catering, don't duck out of a new track of their own: that is, to create a new brand of China Guocao Spicy food, to focus on the light food market of young people in the age of Z, to create a phenomenon of Internet celebrity ecology with super IP, to innovate the industrial chain, to achieve innovative value chain.
Now generation Z has become the main consumer, our consumption behavior and consumption habits and the previous generation has appeared a huge generational difference, for example, we used to buy online, like social consumption. As the consumption power of Generation Z gradually increases, a new traffic system centering on this group is being quietly built, bringing great potential growth points. At the same time, Gen Z is more concerned about the value of cultural promotion and innovation." "Generation Z" with its unique sense of community, rational consciousness and self-worth realization, the awakening of this consciousness along with the capital investment tends to be rational, brings new life to Chinese traditional food culture, but also drives a new wave of consumption upgrading of the entertainment industry.
Don't be a pussy: Telling brand stories with a young adult narrative.
The brand of "Don't Duck" originates from the living situation of young people, carrying the glory, dream and fighting spirit of young people. With the acceleration of the social rhythm, various pressures on young people are increasing day by day. From the perspective of "social animal", don't call on everyone to actively fight against the "pressure (duck) force". Don't deconstruct the living situation of young people in the Z era from the perspective of packaging and creativity, and create a popular method of light food and stress relief by taking "tear (duck) force" as the behavioral characteristics of products. While solving the dining problem for young people quickly, Don't be a coward, in a humorous way, to convey the correct value of dealing with pressure, that is, "Don't be a coward against the power of the duck", hoping to influence and inspire more young people who are bound by the pressure of life with the brand belief of the product. The brand connotation of "Bewy-Duck" perfectly interprets the life aesthetics and philosophy of contemporary young people. It is committed to building China Guocao Brine trendy brand, creating phenomenon-level Internet celebrity ecology with super IP, innovating the industrial chain and realizing the innovative value chain. "This is the idea of life and the aesthetics of life that we imagine the market to deliver."
The consumer group mainly focuses on the young generation, especially the generation Z (the "new Internet generation") consumer group. Now Generation Z has become the main consumer, their consumption behavior and consumption habits and the previous generation has appeared a huge generational difference, such as they used to buy online, like social consumption. As the consumption power of Generation Z gradually increases, a new traffic system centering on this group is being quietly built, bringing great potential growth points. At the same time, Gen Z is more concerned about the value of cultural promotion and innovation." "Generation Z" with its unique sense of community, rational consciousness and self-worth realization, the awakening of this consciousness along with the capital investment tends to be rational, brings new life to Chinese traditional culture, but also drives a new wave of consumption upgrading of the entertainment industry.
A good brand must have its own brand label. Don't be green, healthy, young, fashionable, sunny, inspirational, healing! Do not use can be quickly copied, can be rapidly expanded franchise operation way quickly occupy the market. The brand gives up the emphasis on catering and focuses on the light food market. The main customer group is the young people of Z era.
Since the beginning of this year, China's retail sales of consumer goods have continued to decline due to increasing uncertainties in the external environment and the impact of the COVID-19 pandemic. Retail sales of consumer goods fell 0.2 percent year-on-year in the first four months of this year, according to the National Bureau of Statistics. Among them, the catering industry was greatly affected, the decline is larger.
In the industry environment is not good, the catering industry change is also quietly taking place. Don't be a coward duck is a light food catering road, this is undoubtedly a revolution to heavy catering.
< /p>However, no matter how the market changes, there is one business logic that will never change: any brand must pay high attention to maintaining user engagement. Bielu attaches great importance to the young consumer market, seizing the characteristics of their pursuit of youth, personalization and self-expression, and creating differentiated light food products around the unique aesthetic of the young generation. With their own actions, they continue to expand the user boundary of the brand.
