Recently, a video went viral on Weibo, showing a group of young people dressed as heroes from the game Honor of Kings moving goods at a convenience store entrance on a Shanghai street late at night. Within half a day, the hashtag #上海便利店癫成了我想要的样子 (Shanghai convenience stores have become crazy in the way I want) topped the trending list, with consumers joking that it truly depicted the increasingly "crazy" mental state of contemporary youth. Sharp-eyed netizens in the comments quickly recognized the goods as Baixiang Dala Jiao and tagged the official account. The Baixiang Dala Jiao brand swiftly seized this explosive emotional moment, aligning with young people's emotional entry points and launching a series of youthful "follow-the-craze" marketing moves. On the day the topic exploded, they quickly claimed the video and announced a second collaboration with the classic national game Honor of Kings. This time, Baixiang Dala Jiao departed from the traditional brand collaboration model that focuses solely on paid traffic, combining brand channel characteristics for innovative precision marketing. They moved the marketing arena directly to offline channels, deeply empowering the brand's youthfulness and influence within the channel. Looking back at Baixiang Dala Jiao's past marketing efforts, this is not the first time they have engaged in innovative marketing. In recent years, Baixiang Dala Jiao has successfully attracted widespread market attention through a series of cross-border collaborations, creative promotions, and immersive experience activities, driven by its unique insights into young consumer groups. Next, we will delve into Baixiang Dala Jiao's brand rejuvenation journey from three levels: product, brand, and channel, exploring how it transforms innovative spirit into tangible market results through precise brand marketing and channel construction. Product Innovation: Matrix Product Layout Meeting the Needs of Young People Looking back, Baixiang Dala Jiao has always focused on deep cultivation and innovation in the spicy instant food field, with cumulative national sales exceeding 4.5 billion servings. Since Baixiang launched the youthful sub-brand "Dala Jiao" in 2006, Baixiang Dala Jiao has leveraged precise market positioning to diversify its product layout in the spicy instant food sector. They have not only innovatively launched classic fire chicken noodles and golden salted egg yolk fire chicken noodles but also focused on developing authentic Chinese regional flavors such as spicy crayfish noodles, beef tallow spicy hot pot noodles, and Chongqing small noodles. They have also deeply recreated classic spicy dishes like mala xiangguo and chili-fried pork, and developed rice noodles, rice vermicelli, and board noodles, with precise product matching and differentiated layouts according to different channels. These efforts greatly satisfy consumers' memories of that unique "authentic Chinese spiciness." Its star product, Baixiang Dala Jiao Classic Fire Chicken Noodles, tailored to Chinese tastes, has consistently ranked first in the domestic fire chicken noodle market since its launch, with cumulative sales exceeding 1 billion servings. According to the "China Urban Spicy Food Report," the number of potential "spicy" consumers in China has exceeded 650 million, with 90% being young people. For Generation Z, a love for spicy food has almost become a new dietary trend; spiciness is not just a taste experience but also a social attribute. They express themselves and seek resonance by tasting foods of varying spiciness. The collaboration with Honor of Kings is also a natural choice for Baixiang Dala Jiao based on deep insights into the young consumer market. The classic national game Honor of Kings has over 100 million daily active users aged 18-35. As early as 2023, Baixiang Dala Jiao focused on e-commerce and collaborated with Honor of Kings for the first time, achieving significant market growth. This time, Baixiang Dala Jiao has once again joined forces with Honor of Kings to launch five co-branded customized products: Spicy Crayfish Noodles, Classic Fire Chicken Noodles, Golden Salted Egg Yolk Fire Chicken Noodles, Beef Tallow Spicy Hot Pot Noodles, and Spicy Sour Tomato Hot Pot Noodles. Among them, the flagship product, Spicy Crayfish Noodles, features plump crayfish paired with authentic Sichuan peppercorns, slowly simmered for flavor, offering a spicy and savory national late-night snack taste that appeals to young people seeking freshness and excitement. The Beef Tallow Spicy Hot Pot Noodles is Baixiang Dala Jiao's first innovative attempt to incorporate hot pot flavor into instant noodles, with its core selling point being an authentic beef tallow hot pot base packet, dubbed the "00s generation's hot pot alternative." Brand Rejuvenation: Long-term Brand Value Accumulation Baixiang Dala Jiao has focused on China's authentic spicy instant food sector for 18 years, consistently targeting young consumer groups such as students and entry-level white-collar workers aged 15-25. They love spicy food, enjoy trying new things, and pursue bold flavors, with higher quality demands and a desire for emotional value from brands and products. With growing national confidence, the younger generation has gradually become the main force supporting domestic brands. Based on these insights, Baixiang Dala Jiao has this year successfully established multi-dimensional channel connections with young consumers through a series of marketing activities, helping the brand continuously elevate itself in the fiercely competitive market. 1. Deep Connection with Young Consumers At the beginning of the year, Baixiang Dala Jiao conducted a comprehensive matrix of influencer seeding around its Beef Tallow Spicy Hot Pot Noodles, attracting national youth idol Yang Chaoyue to strongly recommend the product. On platforms such as Weibo, Xiaohongshu, and Douyin, they successfully established the product's mindshare as "authentic hot pot flavor, authentic Chinese spiciness," and through campus-scenario seeding marketing, precisely reached the 00s student group. From March to April, Baixiang Dala Jiao, with the theme "Challenge 100 Ways to Pair Hot Pot Noodles," collaborated with a thousand universities, exploring a new model of school-enterprise cooperation and innovatively conducting creative hot pot noodle classes, further promoting precise brand connections with university students. These activities not only significantly enhanced brand awareness but also strengthened the brand's youthful image among its core consumer groups. 2. Firmly Deepening Brand Value As a national game IP with youthful appeal and the ability to represent Chinese culture, Honor of Kings is deeply loved by young people. Its game heroes are mostly based on Chinese historical and mythological figures, inheriting Chinese cultural heritage. This collaboration between Baixiang Dala Jiao and Honor of Kings, themed "King's Coming, Spicy Attack," integrates online and offline marketing, further strengthening the connection between the brand and young consumers. 3. Brand Value Enhancement under Long-termism Baixiang Dala Jiao's goal is not just short-term sales growth but also to gradually build and accumulate brand value through sustained and consistent brand communication, continuously delivering more spicy and delicious experiences to consumers. In each creative marketing activity, Baixiang Dala Jiao consistently focuses on the concrete expression of authentic Chinese spicy instant food, bringing deliciousness into the life scenes of young consumers. This long-term brand-building strategy has helped Baixiang Dala Jiao establish a positive brand image among young consumer groups and laid a solid foundation for the brand's future sustainable development. Channel Co-creation: Building Brand Influence in Offline Channels This time, Baixiang Dala Jiao further consolidated its brand influence in offline channels through a new marketing model of brand-channel co-creation. It is worth mentioning that the online and offline efforts jointly created an immersive experience of "See It," "Buy It," and "Play Together," which not only enhanced the brand's presence in the channel but also successfully directed traffic into the channel through immersive experiences and interactions, empowering Baixiang's image building in offline channels while promoting product sales conversion. 1. CVS Immersive Themed Convenience Stores: Creating a Youthful Channel Benchmark For this activity, Baixiang Dala Jiao selected FamilyMart and Lawson stores in Shanghai's core business districts, creating Baixiang Dala Jiao x Honor of Kings CVS themed convenience stores, achieving a deep integration of brand and channel. The themed stores use the brand's signature red as the main color, highlighting the "spicy and refreshing" theme, and through creative designs such as canyon rocks and e-sports display windows, they brought the King's Canyon to the streets of Shanghai, making them popular urban check-in spots for young people. To strengthen the immersive "King's Canyon" experience, multiple themed areas were created, including the "Spicy Shopping Area," "Spicy E-sports Area," and "Spicy Checkout Area," incorporating game canyon elements. Notably, the design of the "talking shelves" and the e-sports themed dining area further enhanced consumers' immersive in-store experience. 2. Offline Interactive Experiences: Strengthening Brand-Consumer Connections During this activity, Baixiang Dala Jiao also extended its brand influence through a series of offline creative displays and innovative interactions, directly hitting young people's popular preferences. The "One-Day Clerk" activity allowed consumers to interact closely with well-known cosplayers, and many consumers frequently posted photos on media platforms, excitedly saying: "Baixiang Dala Jiao made my dream of meeting my idol come true." In addition, the brand searched nationwide for "Spicy Kings," inviting top gaming KOLs and fans/players to engage in "Spicy Peak Battle" 1v1 real-person battles at FamilyMart and Lawson stores, elevating the interactive communication method of the brand's offline channels to a new level. Meanwhile, on the communication front, over a hundred influencers on Douyin, Xiaohongshu, and Weibo generated ongoing discussions through creative store visits and experiential seeding. Fans came upon hearing the news, checked in, and placed orders, further consolidating the brand's image among young people. 3. Channel Innovation Model: Achieving Brand and Sales Effects, Empowering Terminal Market Expansion In this activity, Baixiang Dala Jiao integrated its brand philosophy into consumers' shopping journey through meticulous channel layout marketing, enhancing the brand's terminal channel influence. Using well-known national convenience store chains Lawson and FamilyMart as channel models, they successfully developed a replicable channel promotion methodology, widely radiating to national sales regions, providing a new path for the brand's long-term channel development. Conclusion As the youthful vanguard of Baixiang Group, Baixiang Dala Jiao has taken the lead in developing a marketing paradigm for communicating with young people, whether through continuous product innovation, deep channel expansion, or long-term brand value practice. As the parent brand, Baixiang has always led industry trends with outstanding innovative spirit, continuously breaking through itself and moving toward a broader market. In product innovation, Baixiang continuously launches cutting-edge new products that meet market demands, winning the love of consumers with high quality and unique flavors. Through precise insight into market trends, Baixiang not only meets the diverse needs of young consumers but also creates multiple new categories, leading the industry's development direction. In building channel brand power, Baixiang, through its co-creation model with offline channels, has broken down traditional marketing barriers, not only consolidating its sub-brands' strong influence in the terminal market but also setting a new benchmark for brand expansion and channel win-win for the entire industry. As the peak sales season approaches, Baixiang's multi-dimensional brand building and multi-track innovative product layout will surely penetrate deeper into the minds of target groups, helping Baixiang brand distributors seize opportunities in the fierce market competition and achieve more significant growth.