2023-07-03 18:23 Last Update: 18:30
The boat is fighting to untie the cable, and I will sell the moon cakes first. In the face of fierce business competition, mooncake sales have seen a new normal of scrambling to promote early, just as the fortune book gets out sooner. As early as June of the new calendar, some bakeries launched mooncake advertisements. As one of the industry leaders, Maxim’s Group hired a spokesperson at the level of a king this year, making a resounding first shot in the industry.
Maxim’s mooncake sales are known as the highest in Hong Kong, and with the background of a large group, they are always willing to spend money on sales promotion. This year is the first Mid-Autumn Festival to return to normal after the three-year epidemic. Maxim’s invited Aaron Kwok as the endorsement, which immediately aroused repercussions in the industry, and the industry even wanted to study whether to increase their response.
Hong Kong’s mooncakes are famous in the Greater China region, and they have won the confidence of consumers with their stable materials. In the past few years, there has been a trend of competing for luxury in mainland China. Later, it attracted the attention of the authorities, and the trend of selling mooncakes at sky-high prices has somewhat subsided. This development direction is actually conducive to the emphasis on cost-effective and quality-guaranteed Hong Kong mooncakes. Maxim’s Group is the largest catering group in Hong Kong. There are several product lines in the department. Mooncakes are one of the mainstream businesses because of their large sales. watch.
In the past few years, due to the isolation of the epidemic, the flow of logistics and people in China and Hong Kong has been greatly affected, and the consumption pattern of buying mooncakes in Hong Kong has been greatly affected. However, Maxim’s has vigorously developed cross-border sales during this period. It has not only established a sales network in the Mainland, but also in other Chinese communities. There is a sales network, so when hiring a spokesperson, the degree of acceptance in the Chinese community will be considered. Aaron Kwok is not only well-known in Hong Kong, but also in Greater China and even overseas. I believe this is one of the reasons why Maxim’s favored him. However, it would cost a lot of money to hire a celebrity-level spokesperson. In the first half of the year, when the consumption atmosphere has not yet fully recovered, this decision shows an aggressive style.
The main selling point of Maxim’s mooncakes is the quality assurance produced in Hong Kong, in addition to the price/performance ratio. Therefore, the sales targets should include consumers in the Greater Bay Area. Whether they come to Hong Kong to buy or through the mainland sales network, as long as the products can be successfully promoted, the company can. Benefits, or because it takes time to establish a promotional effect, the advertising campaign comes early. As far as the advertising industry is concerned, it is generally expected that the first major festival after the epidemic will be able to ignite customers’ confidence in the prospects.
Pandora
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2023-07-03 10:56:26
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