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冠军产品邂逅《家政女皇》作为世界500强公司封益国际旗下著名粮油品牌,金龙鱼不断致力于为中国家庭提供优良的食用油产品。但近几年来,竞争对手的持续发力,使金龙鱼不得不陷入同质化的价格竞争泥沼,新增销售量和份额扩张明显放缓。2013年初,金龙鱼签约林丹、谢杏芳作为其新一代的产品代言人,以“冠军家庭的选择”为核心理念,力图向年轻家庭消费群体传递健康向上、营养均衡的生活理念。经过多方调研,“80后”开始家庭生活,与上一代不同,他们极具消费体验意识,容易接受全新理念,更为重要的是,他们乐于享受有品质的生活状态。
Champion Products Encounter with “Empress Dowager” As the world's top 500 companies to seal the world's famous grain and oil brands, Arowana is committed to providing Chinese families with excellent edible oil products. However, in recent years, the continuous force of competitors, so that Arowana had to fall into the homogenization of the price competition in the mud, the new sales and share expansion significantly slowed down. In early 2013, Arowana signed Lin Dan and Xie Xingfang as its new generation of product spokespersons. With the core concept of “champion family's choice”, they try their best to convey the concept of healthy and nutritionally balanced life to young family consumers. After many investigations, “80 ” began family life, different from the previous generation, they are highly consumer experience, easy to accept new ideas, more importantly, they are happy to enjoy the quality of life.