As the core foundation of growth, the Group has entered the fast lane of development driven by both scale and efficiency, and its Haoxianglai snack brand has also completed the national channel and user precipitation. Data show that as of the third quarter of this year, the Group's store network has covered 29 provinces (autonomous regions and municipalities directly under the Central Government). At the same time, the brand also has 100 million active members, forming a large and stable consumer base. Relying on the scale advantage of its stores and users, Haoxianglai has a deeper insight into the needs of users, and is forward-looking to realize that simple category and price advantages cannot build brand barriers. The key to growth lies in consumers' emotional recognition and value resonance. On this basis, we have also launched a variety of innovative marketing strategies to systematically expand brand boundaries and activate global growth.
Coinciding with the 15th anniversary of the brand, I really want to accurately capture the "autumn vacation" cultural tourism boom in many places, and innovatively launched the "Wonderful Autumn Tour of Bag Rabbit" live broadcast activity, moving the live broadcast room to multiple characteristic cultural tourism destinations, creating a new model of integrated live broadcast of "snacks + cultural tourism". It is reported that the live broadcast activity started in early October, spanning the autumn and winter seasons, and showcased the great scenery of the motherland through the live broadcast room, bringing real cost-effective benefits to consumers. As of November 25, the total exposure of the five regional live broadcast activities completed exceeded 20 million, the per capita online viewing time was nearly 2 minutes, and the total actual payment amount reached tens of millions. At the same time, the brand also launched the "I Want to Meet" series of activities. By joining hands with Yu Chengen, Yang Di, Zhang Yanqi, Zhang Yuan and other artists, the "One City, One Artist, One See, One Feature" model has brought an offline scene-based experience. Of course, the marketing of I Want to Come is not a fragmented event, but a long-term system operation of the brand. By continuously expanding the emotional touchpoint between the brand and consumers to achieve closed loop marketing, so as to build long-term user stickiness.
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