Opening Qiaqia Food's semi-annual report, the first thing that catches the eye is the large logo and the enlarged slogan – 'Mastering Key Freshness Preservation Technology.' Accompanying this striking, minimalist visual identity is Qiaqia's latest impressive performance: in the first half of 2019, Qiaqia Food achieved revenue of approximately 1.987 billion yuan, a year-on-year increase of 6.02%; net profit attributable to shareholders of the listed company was approximately 220 million yuan, up 28.08% year-on-year. Qiaqia stated that the company adheres to a product-first strategy, focusing on the nut and seed categories, and continuously enhancing its core competitiveness. In terms of marketing and promotion, Qiaqia specifically noted in its financial report that it cooperated with media such as Focus Media to effectively penetrate the new super symbol of 'Mastering Key Freshness Preservation Technology' into the core living spaces of mainstream urban consumers, differentiating itself from competitors in consumers' minds and building brand awareness advantages for its nuts. This means that Qiaqia's semi-annual report not only delivered its best-ever performance but also set an example for the nut industry of a mature brand rapidly restructuring its brand when entering a new product category. Single-Point Extreme Breakthrough When it comes to nuts, people typically think of brands like Three Squirrels, Be & Cheery, and Bestore; while Qiaqia is deeply associated with the 'melon seeds' category. The rise of e-commerce and the wave of consumption upgrading have made nuts the most favored retail consumer product. Melon seeds are Qiaqia's largest business, and nuts are its second business line. Under new consumption trends, Qiaqia's need to shift its business focus to nuts has become increasingly prominent. Therefore, establishing an association with 'nuts' became a practical challenge for Qiaqia. In the 2018 semi-annual report, Qiaqia positioned its brand as 'Qiaqia Food, World-Renowned Chinese Melon Seeds.' Just six months later, in the 2018 annual report and 2019 Q1 financial report, the positioning description was adjusted to 'Qiaqia Food, Focused on Nut Manufacturing for 20 Years.' Qiaqia was eager to enter the nut arena. On July 18, Qiaqia released its new super slogan and super symbol. The super slogan is 'Mastering Key Freshness Preservation Technology,' backed by the trust endorsement of winning the National Science and Technology Progress Award. At the same time, the classic logo was enlarged to become Qiaqia's super symbol. The reason Qiaqia chose 'Mastering Key Freshness Preservation Technology' as its super slogan is that freshness is crucial for nuts; fresh nuts not only provide consumers with a superior taste experience but also have higher nutritional value. Among the many nut brands currently, none have elevated nut quality to a technological level and amplified this brand advantage to a single-point extreme. Qiaqia's Vice President Wang Bin stated at the launch event that Qiaqia aims to become the number one daily nuts brand within 1-2 years, the number one nut brand in China within 3-5 years, and a leading global nut enterprise within 10 years. Subsequently, the outside world saw Qiaqia apply the super slogan 'Mastering Key Freshness Preservation Technology' to all carriers and communication channels, including financial reports, official website, product packaging, and advertisements, repeatedly reinforcing 'freshness' as the core benefit of Qiaqia nuts. In recent years, 'single-point extreme' brand cases have emerged one after another. Guazi Used Cars emphasizes 'No middlemen to earn the difference'; BOSS Zhipin focuses on 'Find a job, talk to the boss.' Now, Qiaqia is carving out a new category track by building the brand perception of 'fresh nuts' and positioning itself from the underlying technology. This will bring tremendous imagination space for Qiaqia's future development. Igniting Mainstream Consumers For consumer goods, a quality product is the '1,' while marketing is the '0' that amplifies product advantages and benefits. In recent years, Qiaqia has continuously increased brand promotion efforts, successfully achieving brand upgrade and transformation. Recently, Qiaqia's new packaging product advertisements highlighting the super slogan and super symbol have entered a screen-dominating mode on Focus Media elevator ads. Currently, these ads have been launched on 170,000 Focus Media elevator advertising terminals across 15 mainstream cities including Beijing, Shanghai, Shenzhen, Guangzhou, Wuhan, Chengdu, Changsha, and Hefei, with a daily reach of 580 million person-times. In this advertisement, Qiaqia's Little Yellow Bag Daily Nuts specifically highlights the pain point of rancid taste that consumers often encounter when eating nuts, further strengthening Qiaqia's core advantage of using key technology to create fresh nuts. The overall style of the ad is simple, direct, and benefit-focused, with a 'short, flat, fast' impact and effect in an environment of fragmented information. Jiang Nanchun, Chairman of the Board of Focus Media, believes that the core of business operations is to make one's brand occupy the most favorable position in the customer's mental ladder; the business result is brand recognition, forming a favorable differentiation from competitors and building brand cognitive advantages. Therefore, through super symbols, super slogans, and super media, Qiaqia has successfully embedded the perception of fresh nuts into the minds of core urban consumer groups. This group is not only Qiaqia's melon seed consumer base but also high-frequency consumers of quality nuts. It is evident that Qiaqia has taken the first successful step in its transformation to focus on nuts. According to the semi-annual report, Qiaqia's operating revenues for melon seeds, nuts, and others in the first half were approximately 1.37 billion yuan, 279 million yuan, and 338 million yuan, respectively, accounting for 68.93%, 14.05%, and 17.01% of operating revenue. Among these, the nut business has steadily improved. Data shows that in the coming years, China's snack sales will maintain a compound annual growth rate of 10.7%, reaching 345.6 billion yuan by 2020. Among them, the total output value of China's dried fruit and nut industry is expected to reach 93.4 billion yuan by 2020. With the implementation of the new brand strategy, Qiaqia is expected to usher in a new high-speed growth channel for its nut business. Source: Haige Business Observation (ID: hgsygc) Tips will be paid 400-2000 yuan once adopted.