/ Daily News/Guangzhou, Sep 26, 2022 -- Looking back at the beginning of school every year, we can find that a hundred schools of thought are competing to close the distance between brands and consumers at this marketing node. As a national stationery brand that accompanies generations of students to grow up, Chenguang's marketing in the back-to-school season every year is full of interesting points, and the brand image of "good stationery with temperature" is gradually gaining popularity.

The current generation of major consumers have a different consumption concept. They are more in pursuit of green, environmental protection, healthy and fashionable life concept, and have a stronger willingness to pay for sustainable brands and products. Based on the insight of consumers, M&G will focus on the endangered Marine animals this term season, launched the "Bowu - Endangered animals" Marine series products, with the theme of "M&G Term season, there is always light in the future", carried out a series of warm marketing actions.

In recent years, Chenguang has been paying close attention to hot topics such as "endangered animals" and "biodiversity". This new "Endangered Animals" Marine series, inspired by protecting biodiversity and writing the future together, With the sense of popular science knowledge of the "realistic style of natural history" and young "quadratic vector wind", for the extinction of Marine animals voice.

The material and design of this series are also closely related to environmental protection: PROFUTURE guardian Future stationery set, packaging box is made of recyclable recycled pulp, with good degradability; The plant residue neutral pen and the pen holder are partly made of cane, wheat, fir and other plant residues. Different from traditional plastic materials, they not only make reasonable use of waste plant residues, but also are partly degradable to effectively reduce carbon emissions. Chenguang press large capacity neutral pen Big Ink King, can reach 3 times the length of ordinary neutral pen, and therefore reduce unnecessary plastic consumption...

Through these green, environmentally friendly, quality assured sustainable products and concept advocacy, Chenguang hopes to convey positive energy values to young consumers, starting from a pen to protect our common home.

At the same time of the opening of the store activity, the online Marine knowledge popularization mini program "Blue Battle" was also launched. When visiting the store, users can scan the code for free and participate in the activity. Through the methods of clock-in, answering questions, offline consumption and feed exchange, etc., the activity combines education with fun, which further strengthens consumers' cognition of M&G's action of gathering light, and also delivers M&G's brand image of "good stationery with temperature" to the society.

Brand rejuvenation,   Generation Z to establish emotional resonance

Offline spotlighting action is hot open, online core communication is also closely followed, different from the traditional TVC of the previous year, this time Chenguangzhe grasps the preference of the era Z, combined with its virtual idol image Chenyu light, launched the theme song "There is always light in the future", And simultaneously online its MV on B station, once launched, lit up the enthusiasm of Generation Z crowd such as "young + second Yuan".

Through the virtual idol this new product of the Z era, "the future always has light" after the online caused a lot of virtual anchor Vtuber cover, let many fans issued a "three kitchen ecstasy" of wonder. It is followed by the second - to - third - dimensional wall - breaking propagation. In the music area of Station B, the talent performed the theme song with pipa, piano, erhu and other instruments, which not only added to the popularity of the topic, but also stimulated more potential consumer interaction.