How to do strategy planning? How to build brand asset? How to improve individual components of marketing? We are honored to have a marketing professional who has steered many neo-consumption brands and is known widely to traditional food and beverage brands to walk us into case studies.

6.4% market share has been achieved by Buydeem with “life-nourishing” kettle cookers that are priced over one thousand RMB. Such success is mostly attributable to its content marketing based on users’ lifestyle, as it is very likely to see its products in posts by every lifestyle or food influencers and be intrigued.

Coming back to the food industry, how does AG manage to be part of consumers’ lifestyle through audio casting, content and KOLs?

On the first opening day of Blue Bottle (Shanghai Tongyu store), its fans waited in a 5-hour-line to get a cup. lululemon is showered with followers’ passion and loyalty for advocating a lifestyle that has even extended its product categories. Similarly, Coca-Cola and Suntory have earned consumers’ affection in a way that is subtle and yet profound.

What is the inspiration for food brands when it comes to brand power that works on the spiritual level? How to define the cultural core and philosophy for your brand?