---
title: "Dongpeng Special Drink: How to Leverage Digitalization to Engage 120 Million Consumers?"
description: "This case study examines Dongpeng Special Drink's digital strategy. Based on data, its WeChat mini-program consumer interaction platform has peak traffic of over 3.5 million, cumulative participants over 120 million, and over 4 billion scans. The article distills four key insights: private domain is essentially about relationships, terminals are driven by incentives, distributors need empowerment, and digitalization grows organically."
author: "任文青Andy"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2022-01-19"
language: "en"
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---

# Dongpeng Special Drink: How to Leverage Digitalization to Engage 120 Million Consumers?

> This case study examines Dongpeng Special Drink's digital strategy. Based on data, its WeChat mini-program consumer interaction platform has peak traffic of over 3.5 million, cumulative participants over 120 million, and over 4 billion scans. The article distills four key insights: private domain is essentially about relationships, terminals are driven by incentives, distributors need empowerment, and digitalization grows organically.

Today's case study focuses on Dongpeng Special Drink.
The consumption scenarios for beverages and baijiu differ, and so do their operations. According to data we obtained: **Dongpeng Special Drink's WeChat mini-program consumer interaction platform has peak traffic of over 3.5 million, cumulative participants over 120 million, and cumulative scans over 4 billion.**
How did they achieve this?
After in-depth research, we believe Dongpeng's approach offers valuable insights. We have distilled it into four key phrases to share with you.
#### **Private Domain: Essentially Relationships**
**Private domain is essentially about relationships.**
This is the first phrase we want to share from the Dongpeng case.
The lack of terminal sales data, which hampers production and marketing activities, is the biggest pain point for many FMCG manufacturers.
On average, 70-80% of FMCG sales still come from traditional offline channels. To obtain terminal sales data, manufacturers need the cooperation of consumers, stores, and distributors.
Dongpeng has established three service entry points for these three groups: a consumer interaction platform, a merchant membership system, and a DMS system/delivery mini-program.
Let's first look at the consumer interaction platform.
This is the mini-program service interface Dongpeng created for consumers.
When a consumer buys a bottle of Dongpeng Special Drink, they see clearly on the cap: "Scan the code inside the cap to win a second bottle or a cash red packet."
By scanning the code inside the cap, they may receive a red packet reward or the opportunity to redeem at a store for 1 yuan.
What is this?
It uses rewards to guide consumers to scan the code, enter the mini-program, and become "private domain users."
You might say, isn't this a method many manufacturers use? Dongpeng's approach seems nothing special.
Yes, many manufacturers are now striving to connect directly with consumers and build private domains.
But what exactly is a private domain?
Zhao Bo, founder of New Distribution, believes that **private domain is not contact, but relationship.**
What is a relationship?
Only sustained interaction can be called a relationship.
Guiding a consumer to scan once is easy, but it doesn't mean they become your private domain user.
Dongpeng's "consumer interaction platform" emphasizes "interaction."
Users can not only redeem prizes but also play mini-games directly on the platform.
The interaction platform is integrated with Dongpeng's micro-mall. When consumers scan the cap code to win red packets, they also earn points, which can be exchanged for gifts such as mouse pads, stylish fans, custom towel gift sets, and T-shirts.
The micro-mall includes features like check-in rewards and customer service, increasing user stickiness and enhancing brand awareness.
Additionally, Dongpeng uses various new media, including official accounts, videos, and live streaming, to influence users, build brand trust, and foster user loyalty.
**Private domain is essentially about relationships.**
This phrase is not a method to activate users, but a reminder: **connection alone is not enough; the key is to operate and nurture it.**
Consumers have been included in so-called "private domains" by too many brands, but in most cases, they just leave behind a piece of data.
**Only brands that enhance user stickiness through multiple means and build relationships are most likely to be repurchased by consumers.**
#### **Terminals: Key is Incentives**
**Terminals: the key is incentives.**
This is the second phrase summarizing Dongpeng's experience.
In previous articles, I mentioned that **to engage consumers, the key lies in terminal stores.**
Not only because consumer redemption requires store cooperation, but most importantly, the vast number of scattered users need to be reached through terminal stores.
How to motivate terminal stores to be proactive in the entire marketing process?
**Dongpeng has established a merchant membership system.**
This merchant membership system is essentially a B2b mini-program. Like the consumer interaction platform, it is based on QR codes and mini-programs.
After a store stocks up, the owner scans the QR code inside the box, fills in basic store information, and becomes a merchant member.
There are two types of rewards for merchant members.
**First, registration brings cash and points rewards, and membership is tiered: the more you scan, the higher your level, and the more rewards you get.**
**Second, when scanning the box code, bottle codes are also bound, so when consumers redeem, the terminal also receives rewards.**
Here, Dongpeng's "1 Yuan Enjoy" activity is worth introducing.
The general process is:
Consumer C scans the code to participate, redeems at store b, store b scans to verify and receives a restocking voucher, and distributor B replenishes stock.
"1 Yuan Enjoy" stimulates consumer purchases on one hand, and on the other hand, it drives b-end stores to actively promote and serve consumers through verification and restocking vouchers.
Terminal stores sell many brands; which one are they more willing to sell?
Of course, the one that lets them sell more and earn more.
**This cash and points incentive mechanism makes terminal stores more willing to give Dongpeng good shelf positions and recommend it to consumers.**
Based on the store's needs, location, sales volume, etc., Dongpeng can also create customized marketing plans for small stores.
Through this path, Dongpeng has connected millions of terminal stores and engaged 120 million people to scan and participate in activities.
Moreover, online verification not only mobilizes store enthusiasm but also solves the problem of verifying the authenticity of past activities.
**Small store owners are businesspeople; terminals are driven by incentives.**
Let them actively participate, engage massive consumers, increase sales, and obtain data—these will eventually form a positive feedback loop.
#### **Distributors: Focus on Empowerment**
**Distributors: the focus is on empowerment.**
This is the third phrase to share.
The word "empowerment" has been overused, but what does it really mean?
The English for empowerment is "enable," which literally means "to make able," that is, to help the empowered overcome difficulties and achieve what they previously found hard to do.
Distributors have advantages in regional market development and customer relationship maintenance, but they have shortcomings in management and the application of system tools.
How to bridge this gap?
What Dongpeng mainly does is **help distributors achieve operational visibility.**
What does that mean?
Dongpeng has developed a cloud service system specifically for distributors. Distributors can activate it independently and pay annually, without purchasing IT equipment or hiring IT staff.
What can this system do?
Management of distributor sales staff, stocking, delivery, and settlement can all be done online. All order statuses—pending confirmation, pending shipment, pending receipt—are clear at a glance.
This not only helps distributors improve operational efficiency but also standardizes work processes and prevents management loopholes.
Distributors typically operate multiple brands. They will naturally promote the products of the brand that provides them with more support.
For Dongpeng, the most important thing is that it has connected data from distributors to terminal stores to consumers.
Moreover, by strongly associating batch numbers, box codes, and cap codes with distributor and terminal store information, it has also to some extent solved the industry-wide problem of cross-regional selling (channel leakage).
#### **Digitalization: It Grows Organically**
**Digitalization grows organically.**
This is the fourth phrase I want to share through the Dongpeng case.
What does it mean?
We all talk about digitalization now. Many companies think that implementing systems and tools will solve the digitalization problem.
Of course, it's not that simple.
Today we are familiar with one-code-one-item (unique QR codes), but do you know when Dongpeng started trying this approach?
As early as 2015, Dongpeng began using one-code-one-item smart marketing solutions.
Moreover, Dongpeng established an IT department in 2012 and launched ERP and SFA systems in 2013.
These were all information solutions implemented to solve specific operational problems, and they eventually evolved into part of today's digitalization strategy.
This article is limited in length, focusing only on channels and is not exhaustive. **If Dongpeng has done well in digitalization, it is the result of the synergy between internal management and external marketing systems.**
This is something that grows organically.
Currently, many companies think that implementing a system is digitalization, and it is the panacea for growth problems.
Digitalization grows organically; growth takes time.
Other companies' experiences can be referenced, but digitalization ultimately must grow from each company's own operational logic.
#### **In Conclusion:**
This article is part of New Distribution's bC integration special topic focusing on the beverage industry. While introducing Dongpeng's channel digitalization practices, we share four phrases:
  * **Private domain is essentially about relationships.**
  * **Terminals: the key is incentives.**
  * **Distributors: the focus is on empowerment.**
  * **Digitalization grows organically.**
Finally, comparing with the previous Yanghe case, let me share the similarities and differences I observed.
Whether in the baijiu industry or the beverage industry, the basic logic is the same: **QR codes connect the entire chain of data, and mini-programs activate terminal merchants.**
The difference lies in the specific operational thinking across industries.
Regarding the relationship between store b-end and consumer C-end:
**Baijiu consumption is more planned, C and b have a strong relationship, and bC integration is more about the store's private domain being transferred to the brand, allowing the brand to obtain marketing data.**
**Activating private domain users involves both brand-driven promotion and store community and offline activities.**
**Beverages are more about immediate consumption, C and b have a weak relationship, and bC integration is more about the brand bringing traffic to the store, while the store helps the brand accumulate private domain.**
**Stores mainly participate for marketing rewards, and user activation relies mainly on the brand's operations.**
In either case, how to activate consumers is the core issue.
After all, digitalization is a tool, ultimately aimed at selling more products to more consumers.
New Distribution will continue to follow this topic and bring you more cases and insights.
If you are interested in this topic, please add the author's WeChat, noting your company, position, and name, to join the New Distribution "BC Integration" exchange group.
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Recently, WeChat Academy is holding a **partner co-creation program for the FMCG sector**, inviting manufacturers, distributors, and service providers to participate in exchange activities, sharing industry cases and operational methodologies to help business growth and industry exchanges. If interested, click **Read Original** to fill out the form to register.
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