Qingfeng is different from you

Wei Wang, Krystal Chen, York Qiu

Qingfeng is a well-known paper towel manufacturer in China. Its handkerchief paper was once a product with good sales. As consumers can choose more and more brands, and more and more places begin to provide free high-quality products. The brand’s paper towels have led to a decline in consumer buying habits and slower product sales growth. This is the main challenge facing the brand. Qingfeng hopes to increase consumer loyalty and product sales through marketing activities.

Case details

Brand: Breeze

Brand owner: Golden Hongye Paper Group Co., Ltd.

Main Agency: Inspire Yunshi

Put on the market: Mainland China

Delivery time: January 1st-February 10th, 2020

Industry: Daily necessities

Media channels: short video APP, video platform, social media, H5

Budget: 5 million

Case summary

The high-quality handkerchief paper produced by Qingfeng was once a very popular product, but sales have gradually declined in recent years.

The Spring Festival is the most important holiday for the Chinese. People from half of the country return to their hometowns during the...

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