Quanlian Welfare Center: From Economic Aesthetics to Economic Fitness

李建纬、施淑芳、叶明桂

Quanlian is the leader of Taiwanese supermarkets, with the most chain stores and the lowest-priced products, but because it is considered outdated and old-fashioned by young people, it has lost the market for young consumers. In order to stimulate the younger generation to consume in Quanlian, the brand Put forward the core proposition of "economic aesthetics", hoping to change the concept of young consumers so as to broaden the market.

Case details

Brand: Quanlian Welfare Center

Brand owner: Quanlian Welfare Center

Main agency: Taiwan Ogilvy & Mather

Holding Group: WPP

Put on the market: Taiwan

Delivery time: April 24, 2020 to May 14, 2020

Industry: Retail

Media channels: TV, social media

Budget : 2.5 million

Case summary

Frugality is the virtue of Taiwanese. Quanlian, which promotes saving money, has become the leader of supermarkets in Taiwan. Although it has the most chain stores and the lowest-priced products, only 7% of its members are young people. It's not that they don't...

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