Project Background
The growth of rice oil products in China is very rapid. In the small package edible oil field dominated by giants, brands such as Jinlongyu, Luhua, Fulinmen, Changshouhua, Xiwang, and Duoli have long dominated consumers' minds. However, rice oil products have grown rapidly with a compound annual growth rate of 61%.

More than a decade ago, China did not have rice oil, but today, Guweiduo rice oil has won three international awards and has been the best-selling product in various channels such as JD.com, Tmall, and offline for eight consecutive years. It is exported to more than 30 countries including Japan, the United States, Canada, and Australia. In the category of rice oil products, Guweiduo has become the undisputed number one.

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Starting from 2023, Guweiduo Rice Oil will once again make efforts to reposition itself and launch the "Choose Guweiduo Rice Oil for Families with Children" strategy, moving from a large category to a large group of people. In the process of accompanying Guweiduo's strategy for a long time, the Guweiduo brand has put forward two core demands: first, how to use advertising in thousands of city terminal stores to achieve Guweiduo's new positioning and reach, helping dealers, stores, and brands sell goods better; second, based on shelf thinking, find Guweiduo's super symbol and super discourse and effective application.
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Understanding positioning: Gu Weiduo's strategic upgrade
Big Category Strategy: Assisting Guweiduo from 0 to 10
Compared to soybean oil that costs around 50 yuan, rice oil that costs around 100 yuan is clearly more expensive. Why do consumers still prefer Guweiduo rice oil?

With the overall consumption growth in China today, the urbanized population is nearly 900 million, and the middle class is around 300 million. Today's China is no longer the era of not being able to eat enough or afford to eat. Chinese consumers are becoming increasingly picky, they want, want, want, and want. They are more willing to choose better cooking oil for the health and nutrition of themselves and their families.

From the perspective of recent years, the fact that rice oil products have grown proves everything. In 2015, the sales volume of Guweiduo rice oil was only about 100 million, but by 2020, the scale of Guweiduo rice oil had reached about 1 billion, with a market share of up to 78% in the category. Relying on the category difference of rice oil containing natural vitamins, Guweiduo's innovation in rice oil products has achieved the goal of going from 1 to 10.

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Big Category+Big Crowd Strategy: Moving from 10 to 100
Why is Guweiduo rice oil positioned as the first choice for families with children? For the standalone rice oil category, Guweiduo already has an extreme proportion of 78%. In order for the category to expand and grow again, in addition to seizing market share in peanut oil, rapeseed oil, and blended oil, it is also necessary to find suitable audiences for the category.

1. The user group of Guweiduo is highly compatible with families with children:
The user profile of Guweiduo in the past is significantly biased towards families aged 35-45 with school-age children (8-17 years old). Suitable for children and nutrition have become key reasons to impress consumers. According to research, Guweiduo rice oil has been chosen by nearly 20 million families with children. According to a health survey conducted on 1020 respondents from February 2020 to May 2020, the penetration rate of Jinlongyu Valley Vitamin D in families with children nationwide was 12.1%

After having children, a family's consumption habits change completely. With children, everything they eat, use, and wear is centered around the children, everything is for the children. They learn to cook actively, and cooking for their children becomes the main driving factor. They are afraid that their children's food is not healthy, nutritious, or of good quality. At the same time, their education and consumption power are higher, and they are more willing to pay for the brand, quality, and value.

2. The population of families with children is large enough:
According to research, the number of children aged 3-18 in China is nearly 250 million, with about 115 million households having one child and a total population of about 550 million households with children (more than Japan and the United States combined, and the sum of six developed countries including Japan, Russia, South Korea, the United Kingdom, France, and Germany). Guweiduo rice oil has become the choice of 20 million households with children, and the population in China is growing more than five times, and this population is continuing to grow.

A family with 20 million children can generate 2 billion yuan in revenue by buying 1 bottle of Guweiduo rice oil per year, and 10 billion yuan by buying 5 bottles per year. The scale of a family with 100 million children will have great imagination.

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2. This population is not occupied by edible oil:
In the field of edible oil, the ordinary salaried class chooses affordable 1:1:1 blended oil and soybean oil, the petite bourgeoisie chooses light meal Olive Oil, and those who pay attention to the health of middle-aged and elderly people choose Golden Dragon Fish Corn Oil. However, the huge group of families with children surprisingly shows a blank. After six months of discussion, we believe that after the rapid growth of the category, Guweiduo rice oil needs to find a suitable and sufficient population for the category, and this population is not dominated by oil varieties and is still a long-term development group. And what meets the positioning of this group is: families with children

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02
Guweiduo rice oil, youthful visual appeal
Today we are looking at the visual tone of Chinese edible oil, which is relatively homogeneous, mostly consisting of high saturation red, warm yellow, and a slightly rustic and popular feeling. What should be the visual tone of Guweiduo?
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KV is a visual presentation of positioning, everything revolves around positioning, and everything is an expression of positioning. In the brand history of Guweiduo, we have found that Guweiduo has always conveyed the brand tone of nature, peace of mind, health, healing, and harmony. The brand tone of Guweiduo is in stark contrast to traditional edible oil brands, and this tone has become an asset recognized by 20 million families.
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Modern society has brought us great pressure and anxiety. We must deal with various issues such as work, family, children, health, and money, which often lead to psychological and physical discomfort. We hope that the Guweiduo brand can convey a brand vision of "healing, warmth, nature, and relaxation" in the current anxious society, and provide users with sincere and genuine life solutions.
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Guweiduo KV 4 major designs
KV is an abbreviation of KEY VISION, which originally meant to unlock the key to the user. KV needs to have a certain strategic intention. Brands use KV to find key users and send them signals to attract users' attention and establish a relationship with the brand. Users use KV to find the signal they want to purchase.

So presenting the first impression to families with children is very important. We start by thinking about what kind of feelings a refined family with children likes, how many children there are, how old they are, what clothes they wear, and a portrait of a family with children. A family of four, consisting of parents born in the 1980s, a 12-year-old older sister, and a 5-year-old younger brother, were designed to imitate the movement of The Beatles crossing a zebra crossing and walking through a rice field. In the end, Gu Weiduo chose a more youthful comic style design form as his new KV main visual, which formed a huge difference from traditional cooking oil.
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Key design 1: Super large oil bottle; Signal attraction
The first core of KV design is information dissemination, which involves exaggerating and amplifying products and signals to attract consumers' attention, while highlighting classic products and accumulating assets.
Key Design 2: Super Large Scenario: Finding Users
By visually expressing the happy and harmonious atmosphere of families with children, buyers from families with children feel that it is suitable for them.
Key Design 3: Super Discourse: Entering the Mind
Highlight the advertising slogan that fits the positioning: "Families with children choose Guweiduo rice oil", highlight the trust letter: "The choice of families with 20 million children is displayed through hot selling trust letters for users to follow and purchase.
Key Design 4: Super Benefit Point: Facilitating Purchase
Highlight the unique benefits of rice oil: it covers natural vitamins in grains, which are more suitable for children. Highlight the multiple award-winning benefits of rice oil: by showcasing awards, users can trust it more, highlighting the leading sales of high-end rice oil nationwide: telling the story of cherishing benefits and further promoting user purchases.
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Home with children, choose Guweiduo rice oil "brand new visual
Super Words: If you have children at home, choose Guweiduo rice oil
Super symbol: Super Guwei Duo oil bottle (exaggerated)
Screen characters: 80s parents, 12-year-old sister, 5-year-old brother
Action reference: The Beatles cross the zebra crossing
Screen tone: relaxed, natural, healing

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03
Guweiduo Super Discourse and Symbols

Many salespeople always think that products are not easy to sell, so lowering the price is enough. In fact, in our terminal research, we have personally seen that consumers would rather spend more money on branded edible oil than choose an unknown product for the sake of cheapness.

This cup is priced at less than 5 yuan on Taobao and around 1 yuan on Alibaba. How much do you think the Disney logo cup next to it is worth? The answer is 199 yuan. Why can cups with the Disney Mickey Mouse symbol sell more than 100 yuan more expensive than regular cups, and sell faster, more expensive, and better. The answer is the charm of the brand. And symbols are the first comprehensive visual representation of a brand.

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What is a symbol?
Saussure said that signifier and signified are symbols. Simply put, signifier refers to a carrier that can express concepts through symbolic forms such as text, color, sound, image, gesture, etc., such as a scrolling blue-green bar, while signified refers to the conceptual meaning or content represented by the symbol (the scrolling blue-green bar refers to a hair salon)
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Everyone is paying for symbols, what is big creativity and big symbols?
Symbols are the super weapons of communication. Symbols are the encoding and decoding of communication. If a brand chooses complex encoding, the efficiency of brand communication will be low, and the investment cost will increase. After the brand is popularized through business action education, it becomes a symbol that everyone can understand, like, recognize, and purchase, which is called a big symbol.

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For example, if we want to convey a message "tree" to users, for Chinese consumers, symbols in Thai, Korean, and Japanese are all passwords that consumers cannot understand without education. However, the graphic symbols of the tree can be recognized by consumers around the world. The symbol with the highest dissemination efficiency and lowest investment cost is called the big symbol. Today, Apple does not have text on computers, mobile phones, and other products, but only one: the bitten off Apple symbol, which can be recognized by humans around the world.

Brand Big Symbol Case 1: Classic Coca Cola Symbol
Douglas Daft, former president of Coca Cola, confidently said that if Coca Cola's global factories were burned down, he could still build another Coca Cola tomorrow. The reason for confidence is that Coca Cola has continuously and repeatedly invested in wave logos, red, and curved bottles for 138 years. People have been drinking from childhood to adulthood, and classics come from familiarity!
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Brand Big Symbol Case 2: Dongpeng Special Drink Brand Discourse and Symbols
In 2023, Dongpeng Special Drink achieved a revenue of 10.336 billion yuan. In addition to Super Words, Dongpeng Special Drink has also further developed refined design and operation in terms of channels. We can clearly see that in the new dissemination of Dongpeng Special Drink, the pure red background and the amplification of the key purchase reason "tired and tired" are greatly different from the previous amplification of "tired and tired, drink Dongpeng Special Drink", forming a huge difference. At the same time, in terms of product investment, we choose to focus on investment bottle shapes, which are more focused, direct, and simple to spread, and are easier and more prioritized to attract consumers.
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What are Guweiduo Super Words and Symbols?
After completing the brand repositioning, Gu Weiduo conducted advertising placement in cities such as Shanghai, Beijing, and Zhejiang. This positioning has been recognized through multi-party, multi city, multi channel, and multi-dimensional testing and demonstration.

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Visual landing is a craft, and when Gu Weiduo advertisers expand offline, in order to standardize visual standards, they directly replicate the brand KV. Although they pursue standardization, they actually weaken the core essence of communication! After seeing it, Mr. Zhang Bo discussed with us how to amplify the effect of Guweiduo terminal advertising? And what is the big symbol for Gu Weiduo?

Around early July of this year, accompanied by colleagues from Gu Weiduo, we visited many terminal markets in Hangzhou and held multiple meetings regarding Gu Weiduo's nationwide advertising campaign. Finally, based on core positioning and vision, we decided on Gu Weiduo's core visual symbol - the large oil bottle, and the core auditory symbol: if you have children at home, choose Gu Weiduo rice oil.

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The symbol for the large oil bottle includes the Jinlongyu logo, Guweiduo logo, Guweiduo color, Double Ten Thousand characteristics, and geometric bottle shape. The core of the large oil bottle is to introduce oneself and highlight the differences between Guweiduo rice oil and Double Ten Thousand.

Having children at home: Who I serve, who I hope to see me, is to let thousands of families with children see me, recognize me, find me, and then purchase me.