A study on the attraction of New Bakery brand culture to young people: Taking YouHe as an example
DOI:
https://doi.org/10.61173/5y3yjj92Keywords:
Brand culture, Wuhan Bakery market, bakery brand, young marketAbstract
Facing the instability of global economic environment and the pressure of domestic economic transformation, this paper discusses the change of young consumers’ behavior in this environment by analyzing the domestic and foreign macroeconomic background and the present situation of domestic baking market. Through questionnaire, interview and other methods, we collect a lot of data about YouHe young consumer groups, and conduct in-depth qualitative analysis to reveal the internal relationship between brand culture construction and the preferences of young consumers. Through the above methods, this paper found: YouHe bread brand culture construction and the preference of young consumers highly match, is the important reason for its market success. This study enriches the research field of the relationship between brand culture construction strategy and consumer behavior, and provides empirical support for the development of related fields. At the same time, this study has important reference significance for the development of related baking enterprises.References
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[10] Wei Dan. Food consumption behavior tendency based on Try new products consumer psychology [ J ] Zhengzhou Business School,2021. personal habits upport local brands Appendix special occasions (birthday festivals and other special occasions) Questionnaire questions 9. Do you prefer to buy in Yuhe Bakery? Youhe brand culture on the attractiveness of Wuhan Yes, it’s almost always purchased in a physical store Young Consumers Questionnaire Sometimes choose physical stores to buy Dear participants, Hello! We are conducting a survey on Online and offline purchases are equally frequent youhe brand Culture‘s appeal to young consumers in Wu- Prefer to buy online Dean&Francis ISSN 2959-6149 No attention to physical stores at all Buy occasionally 10. What is the reason that impels you to go to the brick- Rarely and-mortar store to buy Yuhe Bread? (optional) 16. What do you think yuhe bread can be further improved Instant gratification and fresh experience to meet your needs?(Multiple choice) Hand-picked with quality assurance Product Innovation and diversity Social interaction and shopping experience Raw materials and quality improvement Brand Trust and loyalty Price strategy adjustment Promotional activities and incentives to attract Store environment and experience Offline personalized services and advice Online service expansion The online purchasing process is not mature enough Membership Shop design fashion, good shopping environment and at- 17. How do you think youhe bread attracts young conmosphere sumers in the context of global economic slowdown and Other, please explain: __________ domestic economic transformation?(Multiple choice) 11. Does Yuhe Bakery provide you with a good shopping Innovative product taste and form experience? Creative and innovative brand image Yes, very good Social media marketing Yes, it’s quite good Health and nutrition concept General Cross-border cooperation (e. g. , co-operation) Not So Good Personalized customization services Not at all Good shopping experience and convenience 12. What do you think of the performance of youhe bread 18. Would you like to recommend yuhe bread to your in Wuhan brick-and-mortar stores? friends or family? Very good Very willing Better Yes General General Worse Not really Not at all Not at all 13. What do you think is the most attractive thing about Thank you for your patience! Your opinion is very importyouhe bread? (optional) ant to us, will help us to progress and improve! Craftsmanship Freshly Baked Interview questions The taste is unique The subject of the interview 1: Youhes Boss A variety of flavors Related issues High quality raw materials Brand culture Healthy Nutrition 1. What is the opportunity to establish the“UH youhe” The price is good brand? Cost-effective 2. What is“Uh you he” brand culture and concept? Convenient purchase and distribution 3. Why did you choose UH youhe as its brand culture? Appearance and packaging design Why UH youhe is its brand concept? Cultural and emotional connections 1. In the process of brand cultural conception, whether Other, please explain: __________ reference to other bread brands? 14. Which products of Yuhe Bread do you buy most of- Answer “Yes”, is it more inclined to build brand localizaten? (optional) tion or internationalization? Classic Toast series 2. Is the brand culture and concept connected with person- Creative European package series al culture and emotion? Dessert series Answer “Yes”, what is the personal cultural feelings? Healthy Light Food series 3. It is understood that youhe’s brand concept is“To do Other, please explain: __________ food is to do conscience”, the concept and whether the 15. How often do you buy Yuhe Bread? brand culture is related? Every day Answer “Yes.” What’s the connection? Once or twice a week 4. Whether the brand culture and the idea establishment 1-2 times a month Dean&Francis Xiaoyang Zhang has the consideration consumer group’s demand prefer- here to its original brand culture? ence and the emotion (feeling) value? Answer “Yes”, how to deepen the original brand culture? The answer is“Yes, taking into account what consumer Answer “No”, how to transform and constantly develop preferences and emotional value? the brand culture? 5. Then its brand culture and concept of design is to cre- 9. It is understood that youhe in 2016 in Wuhan opened ate“UH youhe” what kind of brand image? the first entity store, the development has not occurred so 6. 6. Do you think the brand concept, culture and image far has a significant event deepened its brand culture (such of youhe bread market as a prominent competitive advan- as the covid-19 pandemic in 2020) ? tage? 10. How is brand culture reflected in day-to-day opera- Answer “Yes”, you think the brand concept, culture and tions, physical sales and product innovation? image of youhe as a prominent competitive advantage in Future development the bread market why? 11. From 2016 to the 2023 development, from Wuhan to Answer “No”, what do you think is your outstanding the surrounding five cities, you he continued to develop, competitive advantage in the bread market? What other whether it will be worried about the loss of its brand culcompetitive advantages do you have Uh, what makes you tural characteristics of a certain competitive advantage? a competitive advantage? Faced with a broader consumer group, whether to consid- 8. In the context of the global economic slowdown and er the original brand culture of Innovation and developdomestic economic transformation, whether you still ad- ment? What is innovation development?
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