Lee Kum Kee

Lee Kum Kee, as the leading brand in high-end oyster sauce flavoring, has been constantly challenged by brands represented by Haitian and Qianhe in recent years.

In the face of the many oyster sauce products on the market, consumers have not yet constructed a good oyster sauce selection and evaluation criteria, and they do not have a clear perception of Lijinji's products and brand advantages, which has resulted in the loss of Lijinji's existing and potential customers.

Based on this, brands need to create concepts that are closer to consumers and easier for them to understand, delivering effective messages about the brand and product and solidifying business growth.

• Crowd: Based on the two perspectives of B-end professionals and C-end general consumers, we understand the core value of oyster sauce products in different cooking levels
• Brand co-creation: from the perspective of brand insiders, refining the core strengths of brands and products that distinguish them from competitors
• Testing and optimization: testing and optimizing product concepts in consumer research, and completing terminal designs

• Consumer research (generational research, category research)
• Brand value proposition
• Brand communication strategy
• Brand Slogan
• Communication Creativity