corated in different styles, each selling a unique category including raw tea, milk tea, coffee, al
cohol, desserts, bread and ice cream, according to a company statement sent to China Daily.亚博体育官方app乌托邦
“Food prompts emotional triggers, and eating is a gateway to the mind,” Yu said.
亚博体育官方app乌托邦品茶微信Experience-driven and new product trials are the defining characteristics of China’s post-1990 pop
ulation, whose desire for instant gratification is shaping up to be the new norm of consumption, said Mich
elle Huang, industry analyst of Food and Agribusiness Research at Rabobank’s Shanghai branch.亚博体育官方app乌托邦
“It’s not just quality that customers are paying attention to, it’s also product innovation an
d the speed of new rollouts,” she said. “Hence, it’s imperative for brands to populate menus with亚博体育官方app乌托邦品茶微信
original ingredients and ideas-and they need to do it quickly and frequently.”
Huang said unique storefront design and customer experience help stores gain cultural clout.
“It’s an investment. For instance, in the case of Heytea, a big chunk of t亚博体育官方app乌托邦
raffic still comes from online orders,” she said. “The online ordering app helps strea
mline business but it is the storytelling that gets the tea brand into people’s heads in the first place.”
Even established brands are investing in good stories in the hope of triggering emotional responses from customers. KFC亚博体育官方app乌托邦品茶微信
China recently added skewers and hotpot to their long list of Chinese menu items, wishing to cash in on the burge
oning midnight snacks market that even the government is encouraging in a bid to spur spending.
亚博体育官方app乌托邦Rather than simply placing ads promoting the new offering, KFC used social media to create a buzz. By soliciti
ng and sharing stories related to late-night treats, the firm attracted an emotional response from prospective diners.
“Your curated story needs to grab the attention of your ideal guests and activate their emo亚博体育官方app乌托邦品茶微信
tions-and that goes for storytelling across all media,” Yu from Kantar Worldpanel said.
Co-branding is another effective tool. Coffee chain S.Engine teamed up with e-comme亚博体育官方app乌托邦
rce site Tmall for a brick-and-mortar store to attract attention, while Happy Lemo
n’s tieup with domestic candy brand White Rabbit has generated online discussions on亚博体育官方app乌托邦品茶微信
Weibo, China’s most-used microblogging service, which is also a gauge of trending topics online.