As for local specialties in various places, they have almost become the business card of a place. Just like the famous dish "Zhe'er Gen" in Southwest China, even if you're not used to eating it, when guests come, you still want to order a plate. Local specialties are undoubtedly local brands, and many have successfully expanded their influence to become national brands.
Relying on famous local celebrities as witnesses
Local stars will always outshine external celebrities in advertisements
This method is cost-effective and resonates well with local consumers, making them more convincing than big-name stars.
For example, the author Zhong Erhe from Nanyang, Henan, told the ordinary people of Nanyang that the reason he was able to write "The Great Emperor Kangxi" was because he had been eating a certain brand of fermented tofu for many years, which was particularly appetizing, so his inspiration never ceased, and great works kept emerging. Can the ordinary people of Nanyang not be grateful to that brand of fermented tofu? Just for Zhong Erhe, that brand of fermented tofu can't disappear from the market!
Relying on local resource advantages
Learning to ride the wave or standing out on your own
When a national brand expands successfully, it often leads the consumption trend of the entire market. Smart local brands don't need innovation or new paths; they just need to use their local resource advantages, follow the trends timely, and jump on the bandwagon quickly to gain popularity.
In the past, there was a small pickled vegetable company that was quietly working on inventions and innovations at home, but the products it researched were not favored by the market. It then adopted a follower strategy, not engaging in invention or innovation but instead imitating others. Whatever variety was popular in society, it followed suit. When olive vegetable became popular, it immediately launched its own olive vegetable; when someone else launched "Spicy No Fear," it countered with "Fear Not Spicy"; when another launched "Sweeping Rice," it came up with "All Rice Gone." Now it has grown into a respectable enterprise and plans to advertise on CCTV.
In the Dali and Lijiang areas of Yunnan, premium beers are all imported brands with a rich taste, which does not suit the Yunnan people. Some merchants seized the opportunity and launched a premium beer called "Wind Flower Snow Moon" at the same price as imported beers. Because of its light taste, it became an instant hit and was very popular in nightclubs and mid-to-high-end restaurants.
Relying on the convenience of serving customers at home
Small brands can also last long
Local brands have a small sales radius, with most of the market concentrated near home. Whether they can hold onto their territory or not, they must guard it, or they will have no way out.
With substantial resources, external brands can rapidly expand their coverage through advertising blitzes, quickly enhancing their fame and having strong market penetration capabilities. In the face of these large-scale invasions, how should local brands, like shrimp, survive?
Relying on familiarity with the land to defend their hometown - "Local Snakes" can defeat "Strong Dragons"
■ Beijing, Wang Ming
Using familiar terrain to attack the weaknesses of big brands
Small brands win through knowledge
Regardless of whether it's a big or small brand, or whether it's a large or small market, being unique can make one a winner.
Xiangyao Milk is a local brand in Cangzhou, but it faces national competition. Its competitors are not only local products and brands in Cangzhou but also powerful Wahaha and Master Kong. What to do?
After thorough research, Xiangyao Milk discovered that Cangzhou, Hebei, is one of the largest high-fluoride areas in China, with excessive fluoride in the water source seriously harming the health of the local population, and the people of Cangzhou were well aware of this issue. Thus, Xiangyao introduced fluoride-reducing milk targeting the high-fluoride problem, achieving success with its unique positioning.
The differentiation that Xiangyao Milk found was in a sufficiently small market, so small that giants like Wahaha and Master Kong have no interest in competing with you, allowing Xiangyao to dominate this niche and become a big fish in a small pond.
Each brand must fight different battles. Being a big fish in a big pond is certainly impressive, but that's only the fortune of a few brands. If you cannot be a big fish in a big pond, why not try being a big fish in a small pond?
Relying on nostalgia for the hometown to evoke emotions
Small brands depend on the support of elders and townsfolk
Some local brands have a long history and often have a natural emotional connection with local consumers.
Just like Hero Milk Powder in Jiangxi, which has nourished several generations, including grandfathers and fathers, this sentiment harbors tremendous market value. Therefore, Hero Milk Powder created an advertisement around this sentiment, greatly touching the people of Jiangxi, resulting in excellent market outcomes.
The survival foundation of local brands is largely related to the lifestyle habits and traditions of a place, but ultimately, the strong sense of identity with one's hometown is the key link maintaining the connection between local brands and consumers.