What happens when traditional supermarkets stop being just shelves and become social playgrounds for young people? Just past the Spring Festival of the Year of the snake, Wumart Group's innovative IP "Big Kids Club" gave the answer with three phenomenon marketing campaigns: cross-border Didi to create 1 billion level communication explosion, Cherry refined milk CP to create 110% sales growth, Wyeth milk powder "1 yuan purchase" coupon package to boost omni-channel GMV soared 600%. This combination of "creativity + data" not only makes the transformation of traditional supermarkets have a concrete sample, but also validates the core logic of the dialogue between offline retail and Generation Z - to reconstruct the consumption scene with emotional value.
Cross-border Didi to write supermarket copy as "young mouth"
1 billion traffic to activate the New Year economy
"The berry thing, the berry thing, the holiday is coming!" When the fruit section of Wumart supermarket is full of rhyming slogans, a marketing experiment is taking place to upend the traditional New Year shopping festival. In the Spring Festival of 2024, the big children's Club and Didi Travel take "a very new holiday notice" as the theme, turning the supermarket into a young people's emotional release field: the seafood area "don't touch fish on holiday, show your parents one's hand" directly hits the pain points of workers, and the dry goods area "just hold on" is straightforward and very resonant, becoming a photo punch wall, and related topics dominate the hot search on Weibo.
These copywriting is like an interesting dialogue with young people, precisely in line with the psychological demands of young people "want to have a holiday" and "go to class taste", and successfully triggered emotional resonance, "just like installing a camera in my work station!" Xiao Li, a post-95 consumer, shared on the social platform, "Originally just wanted to buy fruit, but the result was' just a hard hold 'to break the defensive, angry to buy three boxes of cherries to cure themselves."
Cleverly with the dual needs of "New Year shopping + New Year home", Didi Travel and Wumart have achieved mutual benefit and win-win results for both brands. For Wumart, the huge user base of Didi travel has brought significant traffic to the New Year shopping Festival, driving Wumart's single-day sales to break through the peak of the same period. Wumart guides consumers to use Didi Chuxing services by setting up promotional materials in supermarkets and carrying out joint promotional activities, which greatly increases the exposure and awareness of Didi Chuxing in target consumer groups.
Condensed milk and Cherry set of explosive CP
Single product sales skyrocketed 110% of the traffic password
When young people started dipping refined milk in cherries at Wumart, an orgy of "guest-socializing" exploded. "Big Kids Club" aimed at the peak of winter cherry consumption, and jointly created the "Cherry refined Milk Fairy Eating Method" with Nestle, which successfully brought growth to the Nestle refined milk single product, with the order volume increasing by more than 110% and GMV increasing by nearly 70%. This innovative marketing approach not only brings a new consumption experience to consumers, but also opens up a new path for the sales growth of traditional brands.
Wyeth 1 yuan purchase milk powder coupon package detonated 600% growth
Retail channel preferential access to ice war
When the retail industry is still debating "online VS offline prices", Wumart broke the deadlock with a "king fried" : During the Spring Festival, United Wyeth launched a "0.99 yuan grab 360 yuan milk powder coupon package" diamond card. It is understood that this is the first time that the mother and baby giant has opened the core single product value rights and interests to offline channels. Lock customers in advance, promote re-purchase, once online immediately detonated, during the activity, Wyeth Qifu milk powder omni-channel GMV soared by more than 600%, it is expected that the continuous joint sales will exceed 1 million.
From 1 billion communication events to 600% GMV explosion, the innovation of big kids club reveals the law of traditional retail rejuvenation transformation - emotional scene > Shelf display: Reconstruct the space value of stores with young people's "mouth" communication; Product Reengineering > Simple promotion: Activate the new life of the category through food innovation and equity reconstruction; The head of Wumart Group marketing said that in the future, the "big child model" will be copied to the nationwide stores, "so that the supermarket is not only a shopping place, but also a proposer of young people's lifestyle."