“Qianbian-style” spread, to be a leader in the young market

Kengee is a chain brand of baked foods with more than ten years of history. The Year of 2010 is an important inflection point of its brand development. To realize more fashionable and healthier brand development in the future, based on the in-depth insight on the young consumer group, GEOPOE created a cruise party event of Kengee 908 “reunion day under the moon” for the Mid-Autumn Festival, which provided a chance for young people who could not go back home to celebrate the festival with their friends and families. Within 60 days, 90 young people from all over the county were interviewed, and their wishes in Mid-Autumn Festival were realized. Combining the Mid-Autumn-featured innovative products such as “buddy cake”, “boudoir-friend cake”, “boyfriend and girlfriend cake” and etc, Kengee successfully attracts young people, and gave rise to a great concern on the web portals and well-known websites through the spread and interaction of social media. The brand influence and awareness of Kengee were rapidly improved, and the sales volume at more than 7 million was realized on just one single product.