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Okay so today we're diving into something pretty interesting um this whole thing with machhe being shying
And how they kind of dodged a bullet
You know when they got um exposed for that food safety thing like usually that's like brand suicide right ah
But they seem to have just like come out of it unscaled
Yes
So we're going to look into like why that cayes
But we've got this super interesting article from digitally ah chinese digital marketing plass form
And it's titled exposed by three fifteen
Why didn't miss subshangang collapse
I love that title
I know right it's like very dramatic
It's straight to the point
It is
And three fifteen like anyone who's not familiar is china's consumer rights day
Yeah
Huge huge deis like brbrds get put on blast totally
Yeah Yeah
Yes
So for them to kind of just like skape past
This is pretty wd yeah
And like even looking at the online reaction
Right right
You'd expect like a total meltdown
Right everyone just doking on them um yeah
But it was like the opposite
I know it was so weird
Like people are actually defending them
I know it's like why it's like almost like they were proud of them for like getting away with it yeah
And some people were even saying like using daaled fruit isn't even that bad yeah
It's like they were saying they are bigger problems out there right like school cafeteriia exactly like that's where you should be yeah
Ah so weird so strange like a total one eighty from the usual public reaction totally
And this isn't even the first time make shooing chaying has like defied expectation
I really remember they're hongong stock market debut
Oh Yeah
Yeah
Ah back in march
Yeah
March third they had like a three point two percent surge on the first day
Which is crazy insane
But like what's even more interesting was the social media bus
Oh Yeah
It wasn't just like the usual financial analysis and stuff right was more like hype
It was like people were genuinely excited about the band
Yeah Yeah
Like it was an event yeah
Like there were part of yeah
Ah ah that to other ip o like ah nai u ki or job i dow it was all just like like market talk and prediction
Yeah
No one was like i love this tebrbrand exactly so that just shows like how much people actually connect with mixyou bijing unlike an emotional level
Right that's like the key take away here
Yeah
Like it's not just about the product
It's about the whole experience
Yeah
And here's it gets even more interesting
Okay
They do all this while spending way less on marketing than their competitors
Really
Yeah
Like their marketing spent was just point nine percent of their revenue with tiny i know right
And that was for the first nine months of twenty
Twenty four okay
Now uki spent four point four percent in just the first half of the year
Wow
So they're spending like almost five times as much
Yeah
So how are they doing
That's the million dolllar lar questions like how are they creating all this buzand loyalty without breaking the bank on marketing
Yeah
The article digs into that and get some really interesting points okay
So the first thing is they're not trying to be like aspirational or anything
Yeah
They're all about familiarity
Familiarok like like well
So how does that play out well
The article highlights this one comment
Okay
It went superviral on shahonshire
Okay
That's like the chinese instagramy yeah
Basically but like way bigger
Okay
Anyway this comic out like one hundred and forty nine thousand likes wow i know
And it said feels like watching your poor relatives become successful
Okay
So like a bit of a self deplicating humor
There totally
But like there's so much packed into that one sense
Yeah
First you got the word poor um
Which is knoknoleledging that misue being chaying is like a budget brand
Yeah
They're not pretending to be something theynot right
And then you've got the your relatitipart part okay
Which turns in that feeling of closeness like family yeah
Exactly like you're rooting for them
They're like one of your own
It's like they turned a potential negative poor into a positive
Totally it's brilliant yeah
It is
And the article talks about like two main types of is you being chaying customers okay
Tell me more so first you've got the die heart fans okay
Like the ones who were there for every new product release
Yeah Yeah
The superfans yeah
Mostly students and young professionals make sense
And they're not just buying the product
They're like defending the brand online
Like we saw it the whole three fifteen thing
Exactly they feel like a personal connection to it
Yeah
Like they see themselves in the brand right
And then there's the second group ok
The ones who were just there for the cheap prices right
Like they're not necessary loyal to the brand yeah
Like the article gave an example of some and who only buys their pineapple orange drrink okay
Because it's cheaper than everywhere else make sense
But they might not recommend the brand to others
I'm interesting
Yeah
Like they're kind of hesitant
Because of the bran's images
Like the've got be be associated with the cheap brand yeah
Exactly that's really interesting
Though like most chedbrbrand they'just focused on getting those price sensitive customers yet like volume over everything actly
But they've been being chaying is managed to build
Both they've got the core loyalists
And then they've got a wider customer base who are just there for the deals
Yeah
And they do it by like attracting people with the low prices
Yeah
Like the u on ice cream right
But
But then builbuild emotional connections through other stuff
Yeah like all all the braning stuff
Exactly it's pretty smart
It is
And actually brbrings us to next next point ook ay
They let customers ers ffthe brbran's emotional value interesting
Like they don't force it
Yeah
It's very organic okay
And this is especially important for value brand
Why of that
Because it's so easy for customers to just switch to a competitor right like if it's all about price
Then there's no real loyalty
Exactly
So you need something more to keep people coming back okay
And miss you being chaning has done that by tapping into the emotions okay
So how did they do that well the article points to twenty eighteen and twenty twenty one is key turning points okay
Twenty eighteen what happened
Then that's when they started really focucuon their branding okay
You redesign their snowking mascoy the ssnowman guy yeah
And they work with this agency agenage branding to revamp their whole visual identity okay
So they were getting serious
Yeah
I was like laying the foundation for everything they came after okay
And then twenty twenty one
That's what they really blew up
How like if you look at the biydo index data
Which is like google trends for china right
Exactly you can see that there are search interest just skyrockein mid twenty twenty one
Wow
And they started consistently out ranking comcomtitors ors interesting
What was it at the twenty twenty one
What they article breaks down
Their brand building into two phases okay
So from twenty eighteen to twenty twenty one was
Was their their experimental phase like they were trying different thing
Yeah
They knew who their target audience was okay
But they were still figuring out what kind a message worked best ok so
What what were dodoing so on chhamshiru
They were posting about beauty and food okay
On doing they were showing like relatiable everyday life
Stuff like slice of life yeah
And on biliability was all all about humor and means so like targeting different platforms with different content signed offline
It was mostly just product promotion okay
Like the snoking was there
Yeah
But he was just kind of a visual like not really a character yah yeah
Exactly yeah
Like they had a booth at a concert in twenty nineteen
And and was all about ice cream okay
And snoking was just kind of there in the background okay
So this face was like a lot of trial and air
Yeah
Like they were casting a wide net but not really making a deep impact okay
Then twenty twenty booth and everything changes okay
What happened the theme song went viral
Oh Yeah
That song i know right
Everyone knows it
It's so catchy
It is
And the new snoking design was perfect for it yeah
It's a orable
It is
And it just blew up on the libillion doing like user generative content everywhere
Exactly
People were making their own dances of me
It's like they created a movement totally
And that gave missed bing jcks so much inside into what people loved about the brbrokay ay the big big take away was the emotional connection like this phrase
是的是的
I don't mind your affordable
So don't mind i'm not high end
Became superpopular
Yeah
That's pretpopowful
It is
And it really summented their image is being accessible and relaliable
So so they were like the anti snobbery brand yeah
Exactly
And they leaned into it okay
Started building smoking into a real character like a mascott with a personality
Yeah
And they streaming their whole brand strateok it was all about snoking now so so llaser focus
Exactly
And they put him everywhere yeah
They had this one hundred snokings in one hundred days days exhibition okay
And they were encouraging people to get creative with charcharter ter kk like how they have the thing
Where they offered a reward for the best snoking drawing and what's cool
Ah was a great way to get people involved
Yeah
So then they sort of releasing their own snoking king content ok like little videos and comics on doing blibilja hunche
Wow
So they were building a whole universe around him
Yeah
They were showing him like in every day guy like someone who's brave and passionate
But also relate able
The people could see themselves in him
Exactly
Yeah
And it's important to know that the snoking we see today
Um is the result of years of experimenmentation okay
They were constantly tweeking things based on what people responded to so like a very data driven approach so but a very much in tune with their audience
So wasn't just about the numbers
It was about the feeling exactly okay
So they built awareness through exposure yeah
And then they built that emotional connection through participation
Totally like recognition than participation than companionship
That's a pretty powerful formula
It is
And it brings us to the third key inside okay
Pen me authenticity is key to low cost biality okay
So back to original question yeah
How do they achieve so much with such a small marketing budget well
The article points to their iko perspectives okay
Where they call smoking a supercultural symbol oow that's a big claim
It is
But they have the numbers to back it up
Snow king related content has gotten over eight point seven billion views online billion with ab yeah
And the theme song has eight point four billion
That's insay
And most of that is organic
Wow
So how do they do it well
The article says its combination of internal consistency and external alignment okay
Internal consistency what's that
So they quote this expert doors douw ok
Who says authenticity is crucial for any successful ip okay
Makes us and for smoking is even more
波尔波尔
Why is that
Because he's also the brand logo
Oh Yes
So his image is directly tied to the brands image exactly yeah
So they have to be aligned okay
And being authentic means they don't have to spend money hiding anything right like you're not trying to project some fake image exactly yeah
Theare just being themselves okay
What about external alignment so smoking is like this honest 好的
Cute positive hard working grassroots character okay
And that lines perfectly with the brands message of affordability yeah
Like the two u on ice cream exactly it ve always been about offering good value
And the article even says that the company owner didn't go on stage at the iso yet to arintain that down the earth image like theyso committed to this persona yet impressive
And it creates a strong association for consumers
Like the brand is the founder and the ip is the brand exactly ok
And what about the external factors
So this was happening at a time
When anti consumerism was on the rise okay
And people were were getting tired of lelatest narratives like a whole unit to buy expensive things
To be happy thing exactly
And smoking became like a symbol for the working class
Like he was speaking for the everyday person
Yeah
And that resonated with a lot of people
Especially with all the economic uncertainty tolly and his kind of rustic cuteness also appealto to genzthing okay
Who are pushing back against this pressure to be sophisticated
So like they were embracing their imperfection
Yeah
Exactly yeah
And all of this led to massive organic sharing like snoking became a face of this movement yeah
And misway being being ged with smart enough to just let it happen
Like they didn't try to control it right they just embraced it
And on top of all that they were opening thousands of new stores yeah
Which gave them even more exposure like free advertising
Everywhere you look appbrililion strategy
It ah and the article does mention some potential downsides
Like having such strong values can also be a weakness
Also because if they ever do something that contradicts those value
They're going to face a huge backlash h right like they build their whole reputation on this exactly
So they have to be very careful yeah
And they also have some big challenges ahead why they're panding into bigger cities okay
Where costs are higher right so how do they maintain their low prices
While still making the profit yeah
That's a tough one
And they also have to ensure quality control across all those franchise story yeah
Especially after that food safety issue exactly
So it'll be interesting to see how they navigate all of this
Yeah
It's a critical moment for them totally okay
So to wrap up
You should been chanying has managed to become incredibly successful
Despite a major food safety scare
And they've done it by understanding their customers ers ah building ding relatiable brand mperent no a nonoking and tapping into these larger social trend
And it's all been about authenticity
Yeah
Like they're not pretending to be something
They're not exactly
And that's what makes them so peeling
Yeah
It's a great lesson for other brands
It is so here's a final thought okay
Mejbeing chaying has builded success on being the grassroots brand right
But what happens when consumer values change
They would if people start wanting something different
Yeah
Whether authenticity become a liability
That's a great question
It is like can they adapt to the future without losing what made them special
Yeah
That's something to think about it is food for that totally well
Thanks for joining us for this deep dive into misshwabeing ing
Ching Yeah
This was fascinating
It was
It's amazing what they'been
Been able to achieve totally curcuriouswhat they
They next me too
It's going
Going be be reresting to ch
Yeah
Thanks for listening everyone
Yeah
