the marketing nuclear strategy breaking through the product’s category bottleneck, reconstructing the brand value, and accomplishing the miracle of Zhouheiya

Zhouheiya is an enterprise specialized in production of various pot-stewed foods such as ducks, vegetables and etc, and it gradually takes the root in the market by its special and unique taste. However, due to the low entry barrier of pot-stewed duck foods, there were a great number of followers and imitators in the market, and the homogeneous competition was stiff. As a result, Zhouheiya was short of strength for expansion. Through accurate diagnosis, GEOPOE’s team for Zhouheiya project deemed that Zhouheiya must break through the bottleneck of its product category, and so established the strategic thought of jumping out of the brand to create brand for Zhouheiya. Through thoroughly upgrading the design of brand image, the effective brand, product, channel, and market strategy were formulated. The creation of amusing fashion food brand establishes the consumption perception, and enables consumer to clearly perception of Zhouheiya’s amusing food brand elements; the all-around consumption experiences establish the Zhouheiya-style way of life taking its products as the carrier; the reconstruction of brand value perfectly embodies the amusing fashion food brand. By taking advantages of the marketing, and capturing the amusement, the brand concept “be amused, and be happier” is so created. The great efforts of GEOPOE team, help Zhouheiya to achieve over 400 stores within 4 years, realize a more than CNY 2.4 billion of business income for 5 years and CNY 550 million of net profit, and Zhouheiya has been successfully listed on Hong Kong Stocks since 2016 with over HKD 15 billion of market value.