The faster you die? 5 cases showing the " counterintuitive " growth path From 1 billion in 2020 to 2.5 billion in 2021 and 4.5 billion in 2022 , Ulike 's rapid growth in annual sales is due to its extensive offline popularity. Ulike has conducted three rounds of targeted advertising in half a year, with each round lasting 3-4 weeks, to accurately penetrate the target population. Through the case of Meiji Landou, we can also see the possibility of creating new consumer scenarios through offline media. Meiji Landou frequently broadcasts commercials on Focus Media’s elevator TVs, repeatedly showing consumers how cheese sticks can be used in breakfast, sports, and socializing. It has invisibly completed market education and integrated the new product category of cheese sticks into users’ lives.
Habit. Of course, the breakthrough of Meiji Landou's category is due to the combination of product innovation, overall marketing strategy, spokespersons, etc. Focus Media acts as an amplifier, implanting phone database innovative scenarios into the minds of users. If we look at the bearish side, we can achieve channel-assisted growth through segmented media. In the early days of its establishment, Kongke Noodles started with live streaming. With the help of the influence of top anchors such as Li Jiaqi, it quickly opened up the market, and then began to deploy platforms such as Douyin, Xiaohongshu, and Bilibili to carry out seed marketing.
The early development path of Kongke Instant Noodles was no different from that of most new consumer brands. If it had only been online, it might also face a traffic dilemma now. The turning point was in May 2022 , when Kongke Instant Noodles, which had been established for 3 years, began to be launched in more than 20 first- and second-tier cities such as Beijing, Guangzhou, Shenzhen, Chengdu, and Hangzhou , reaching the mainstream urban population and warming up for the upcoming 618 . This time, the campaign brought a lot of traffic to its Tmall store, so it was empty.