On April 9, the General Office of the Ministry of Commerce issued a notice to deploy the 2021 “Time-honored Carnival” series of activities. On the occasion of the Dragon Boat Festival, Meituan launched the “Time-honored Carnival-Dragon Boat Festival Gifts” event to further tap the promotion potential of time-honored brands during the holiday season and promote time-honored catering brands to use online channels to create new consumption growth points.
Time-honored brands take “holiday special line” and transaction volume accelerates
It is understood that during the period from June 11th to June 17th, Meituan will set up a special event area for the theme of “Time-honored Carnival”, through 3 “Zongqing Exclusive”, “Time-honored Snack Market” and “Classic Old Taste·Hundred Years Inheritance” The column launches a series of discounts and promotions. Users can enter the Meituan Food Channel page or search for “Old Brand Carnival” directly on the Meituan App to participate in the event. In addition, Meituan also launched festive food discounts such as glutinous rice dumplings, providing more high-quality and inexpensive products online and offline to meet the festive needs of different consumer groups.
In fact, as early as this year’s Ching Ming Festival, Meituan launched the “Time-honored Carnival-Spring Festival Gifts” event, covering more than 1,300 stores of more than 100 brands in 109 cities across the country. Meituan also joined the Beijing Bureau of Commerce and Beijing Culinary Association to launch the “Spring Song Beijing Snack Festival”. The live snack production attracted more than 50,000 people in two hours. During the event, the transaction volume of Chinese time-honored brand merchants increased by 127.7% year-on-year in 2020 and 27.1% year-on-year in 2019.
Traffic support + brand protection Meituan assists the digital transformation of time-honored brands in an all-round way
According to the “Digital Development Report of “Time-honored Catering Brands” (2020) released by Meituan, many time-honored catering companies are changing their thinking while inheriting their culture, and are actively investing in the wave of digital transformation, from building online brand influence. Make efforts to expand the traffic, attach importance to the digital training of employees, have the courage to expand the scale of online operations, and continuously improve online marketing capabilities.
In order to solve the problems of lack of traffic encountered by some time-honored catering companies in their online operations, Meituan took the lead in launching the “China Time-honored Brand” digital label project. While protecting the brand IP, the digital label helps the time-honored brand become a “luminous body” with its own traffic. . Since the end of February 2020, the number of views of time-honored stores with the “China Time-honored Brand” label has been increasing month by month with an average growth rate of about 18%.
In response to the regional differences in the level of digital development of “time-honored restaurants”, Meituan and time-honored brands in the western region have carried out special cooperation in digital development. Take Xi’an Catering Co., Ltd.’s “Defachang” brand West Street store as an example. After the store launched a strategic cooperation with Meituan in 2019, online transaction volume has risen rapidly, and the peak level has increased by nearly four times compared with the previous one.
“Consumers on traditional festivals have outstanding demand for festive foods, which provides a’hot spot’ for the marketing of time-honored brands.” Jiao Weiming, director of the Meituan Consumer Promotion Center, said Meituan will actively leverage its platform advantages to help time-honored catering companies use the Internet and digital technologies. Expand business channels, enhance brand influence, increase the promotion of Chinese time-honored brands and local time-honored brands in traditional festival activities, and continue to help the revitalization and development of catering time-honored brands.
(Source: China Economic Net)
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