Becoming Rich with Daily Scavenging APP-Chapter 514: Wildly Popular

In recent years, Moutai has been positioning itself as a luxury brand, attempting to earn substantial profits through high premiums.

However, a very important foundation of luxury goods is the need for a continuous inflow of new users to keep raising prices.

That’s why luxury brands pay close attention to marketing, collaborating with celebrities, and investing heavily in advertising; these are things every luxury brand must do.

But this approach doesn’t work in the liquor industry.

In China, there are restrictions on advertising content for liquor brands, which greatly limits their marketing and advertising capabilities.

This has led to a decline in the status of liquor among the younger generation.

If things continue this way, Moutai’s luxury plan is sure to fail.

So, when Chen Yiyang proposed co-branding with bubble tea for marketing, although it seemed a bit off initially,

Moutai internally calculated and found that this approach could avoid many advertising restrictions for alcoholic beverages and also expand its young user base.

Thus, they finally agreed to the co-branding marketing plan.

Since Kuxing’s products were already prepared,

once Moutai agreed to the collaboration, Kuxing began large-scale stocking and marketing preparations.

In less than a week, the co-branded bubble tea with Moutai was widely launched.

As Chen Yiyang had anticipated, the co-branded bubble tea quickly became popular upon release.

The paid marketing only had a slight promotion stage; later, various self-media and bloggers started to promote Kuxing for free, making it a social hotspot.

"Currently, the advertising department is ready with the next trending topic, titled ’Kuxing responds to whether drinking the co-branded bubble tea affects driving.’"

Jiang City reported the latest work direction to Chen Yiyang.

"Let’s also include Yiyang Automobile in the trending topic." Chen Yiyang immediately thought that this trending topic could also bring Yiyang Automobile into the spotlight.

"No problem." Jiang City immediately nodded and then said, "Currently, our co-branded bubble tea has over three hundred million views on Weibo, which means it has completely gone viral."

"Has it driven sales of other products up?" That’s what Chen Yiyang is most concerned about.

Because everyone tries the co-branded items for novelty at first, but after the initial fascination fades, the company still needs to rely on those classic bubble teas and coffees to earn money."

"Yes, it has driven up sales by about ten percent." Jiang City continued, "Currently, the advertising department hopes we can do more of these co-branded beverages in the future because the results this time were excellent."

"I own a gaming company Yingkumi, and their new game has been very popular domestically lately." Chen Yiyang thought of Yingkumi’s game that earns five billion in a month, and hence planned a collaboration between Kuxing and this anime game.

After arranging everything,

Chen Yiyang barely rested for a bit before someone reported that Mishu Ice City had just announced a collaboration with another liquor brand to launch a co-branded bubble tea.

"Isn’t that just copying us?" Jiang City complained, "Do they really have to learn this too?"

"I think it doesn’t matter. The first one to do something garners the most attention, while the second and third will have much worse effects."

Chen Yiyang thought for a while and said, "Moreover, they caught up so quickly; we haven’t finished our trending topic yet, and they’re already following suit, so they’ll basically get little traffic.

Because people’s attention won’t be centered on one area for a long time. If they waited for our trending topic and interest level to drop before following, maybe they’d get better results."

"However, Mishu Ice City’s copying strategy puts a lot of pressure on us." Jiang City said, "If next time they launch a similar marketing plan at the same time as us, then the money we’ve invested in promotion won’t achieve the desired effect."

"That’s true." Chen Yiyang nodded.

This time, Mishu Ice City acted too slowly; Kuxing absorbed all the traffic before they caught up.

But next time might be different.

When two similarly positioned bubble tea brands start promotional competition simultaneously, the promotional effects for both sides will be severely diminished.

Chen Yiyang and Jiang City chatted for a while.

A secretary came to report the latest progress, indicating that Redi Coffee also seems ready to learn from Kuxing and create a similar co-branding effect.

However, they’re smarter than Mishu; they aren’t prepared to launch the co-branded item now but rather wait until Kuxing’s trending topic ends before doing so.

"All of them are trying to snatch our market, I won’t like Mishu Ice City anymore in future."

The accountant who accompanied Chen Yiyang to Ludao Island rolled her eyes upon hearing this news.

"Hey, get your attitude right. You’re a major shareholder in Redi." Chen Yiyang nudged the accountant with his elbow, joking with her.

"By the way," the accountant asked, "between Redi and Mishu, which one collapsing will benefit Kuxing?"

"In the short term, it’s Mishu, but in the long term, it’s Redi." Jiang City analyzed professionally, "Mishu has a large market share; if they collapse, all other bubble tea brands can feast on the market.

But after the chaos, Kuxing would still face competition from other bubble tea brands. Redi, although having a smaller market share, their products and status highly overlap with ours. If we could take down Redi, in the long run, Kuxing would monopolize the low-priced coffee sector, providing a hidden resource advantage in future conflicts." 𝒻𝑟𝘦𝘦𝘸ℯ𝒷𝑛𝘰𝓋ℯ𝘭.𝘤𝘰𝘮

Jiang City’s words were sensible.

Chen Yiyang recalled past business cases, realizing it’s usually hard to decide between the number one and number two in a fight.

But if the number one and number two developed a tacit competitive understanding, the number three might be the first to die.

So is it possible to play a tacit card with Mishu to first take down Redi?

Thinking about this, Chen Yiyang sought help to contact Mishu’s boss, hoping for a chat.

Founder of Mishu Ice City, Zhang Hongchao, legitimately built his wealth from scratch, climbing up from the bottom.

He was born in a rural area in Kaifeng, after graduating middle school, he first maintained his livelihood through temporary jobs, later self-learning to pass adult education exams, mastering ample cultural knowledge.

Thus, with saved money, he opened a shaved ice shop, entering the shaved ice business.

As the shaved ice shop grew, Zhang Hongchao hired someone to make a sign for his shop. Originally, he wanted to name his shop ’Mishu Ice City,’ but the sign-maker got the word wrong, and Zhang Hongchao couldn’t bring himself to spend money on a new one, so he just went with it.

Unexpectedly, through all these developments, Mishu Ice City became a business worth hundreds of billions.

What’s rare is that since the founding, the majority of Mishu Ice City’s stock has been firmly held by Zhang Hongchao and his brother.

The brothers directly or indirectly hold eighty-six percent of Mishu Ice City’s shares, which translates to absolute control over Mishu Ice City.