The winter in the south has become even hotter during the opening of Costco!
On January 12th, the first Costco in South China officially opened its doors to welcome customers in Longhua, Shenzhen! As expected, the business was surprisingly booming, and although it was a workday, it still did not stop everyone's enthusiasm for consumption: there was a long queue on site, with a large number of security personnel maintaining order It's hard to imagine this being the grand opening of a supermarket.
"Explosive sales" is undoubtedly one of the key words of the day. The author noticed that among the many hot selling products at Costco, the high-end double 10000 rice oil customized by Gu Weiduo for Costco is very impressive in both sales and popularity. In the past few days of opening, this rice oil has not only sparked multiple rounds of panic buying, especially on the first day of opening, it was sold out in four hours, and some consumers only bought it the next day.
At the same time, from brand new packaging to nutritional value, it has also sparked heated discussions among netizens on social media platforms such as Xiaohongshu, and UGC has further increased brand and product popularity.
Back in 2019, Costco's first store in Chinese Mainland was also "crowded" by consumers when it opened in Shanghai. Coincidentally, at that time, Gu Weiduo rice oil was also a hot selling product of Shanghai Costco. As a popular rice oil brand in the East China market for many years, the explosion of Gu Weiduo in Costco is naturally the inevitable result of years of consumer accumulation. However, what I am curious about is that Gu Weiduo has been selling well in East China for many years, and what exactly has moved consumers?
With this question in mind, we return to the consumption needs of the elite middle class in East China to find the answer.
As one of the most developed regions in China's economy, the East China market, represented by Shanghai, is home to a large number of middle-class elites, especially in the post pandemic era. In their consumption philosophy, they value both quality and exquisite health. Under the upgrading of consumption, they place more emphasis on experience and emotional value. At the same time, as a mature market in the forefront, it also leads the transformation of "middle-class" and consumption upgrading in mainland China. The natural color and health label of Gu Weiduo's rice, oil, and grains undoubtedly cater to the consumption needs of middle-class elites, becoming an important reason for its hot sales in Shanghai and occupying the vast East China market and even radiating to the mainland.
Of course, in addition to meeting its own consumer needs, it is also inseparable from Gu Weiduo's brand communication layout in the East China region. For many years, Gu Weiduo Rice Oil has established a close cooperative relationship with local TV stations in Shanghai. Since 2018, it has been cooperating with the flagship health program "X Clinic" on Shanghai Urban Channel. From soft implantation to ground activities, and then to news exposure, it has shaped a good brand's natural health image in East China.
At the same time, Gu Weiduo also consecutively titled the "Our Song" column; He also made an appearance in the heavyweight variety show "I Heard It's Delicious" in Zhejiang, and has been designated as the designated fuel for the program for two consecutive years, covering more and more high-end consumer groups, laying a solid mental foundation for entering the dining table of the middle class in East China.
From a more macro perspective, in the process of transitioning from traditional to modern society, the consumption trend of the new middle class in Japan, which belongs to the East Asian cultural circle, has a certain leading role in the East China market. The popularity of rice oil among the middle class elites in Japan has laid a profound consumer cultural driving force for the hot sales of rice oil, represented by Taniwido, in the East China market. Under the superposition of word-of-mouth effects, Gu Weiduo has formed an effective path for its tiered transmission of hot sales in East China and even the mass market.
From this perspective, the reason why Gu Weiduo often ranks on Costco's best-selling list is also because Costco, which targets middle-class elites with a membership system, highly overlaps with Gu Weiduo in terms of consumer groups. So, under the analogy of hierarchical consumption, from East China to South China, Guweiduo Rice Oil provides a solution for upgrading the consumption of elite families, becoming the preferred choice and essential for many middle-class elites.
As an edible oil, in terms of nutritional value, Gu Wei Duo rice oil is extracted from fresh rice husks and rice germ, containing various grain nutrients such as natural grain vitamins, plant sterols, and vitamin E. Relying on the original "enzymatic degumming" low-temperature extraction technology, it has achieved a superior level of nutrition and deliciousness. Keep the content of oryzanol to 10000ppm (mg/kg) to restore 64% of rice essence.
And this time, Costco's customized double vitamin nutritional rice oil has further upgraded its nutritional value, with a significantly higher nutritional content compared to ordinary rice oil. Among them, the natural product contains 12000 ppm of oryzanol, which is 20% higher than the regular model, and the vitamin content reaches 25mg (per 100g), which is 150% higher than the regular model.
The pursuit of excellence in nutrition and quality largely stems from the "craftsmanship genes" within the Guweiduo brand.
As a type of edible oil product born in Japan, rice oil research in China was a blank space more than a decade ago. However, in the era of commercialism where everything was striving for speed, Gu Weiduo devoted himself to it for many years. After thousands of experiments, he finally filled the gap in domestic rice oil from scratch with his unique "enzymatic degumming" low-temperature extraction technology.
It is precisely because of this "craftsmanship" in research and product quality that Gu Weiduo dares to enter the export market in Japan and is completely competitive with Japanese rice oil brands.
At the Rice Oil Conference held in Tokyo, Japan in 2016, Taniwido won the International Rice Oil Quality Award - the International Rice Oil Quality Award - and was also awarded the Two Star International Top Delicious Medal in the 2018 International Top Delicious Awards, also known as the "Oscar" in the global food industry. This marks a new history since the establishment of the International Top Delicious Awards: for the first time, a Chinese rice oil company has won the two-star top delicious award
It is precisely with this reputation that Gu Weiduo Rice Oil was able to be launched in Japan in 2018, and defeated local rice oil brands to trigger a buying frenzy, demonstrating a spectacle of domestic products going abroad.
Subsequently, Gu Weiduo exported to the United States and Australia. It is worth mentioning that Guweiduo rice oil exported overseas adopts a unified standard with domestic standards, allowing Chinese craftsmanship and quality to benefit more overseas consumers.
And these ultimately become powerful support for product experience upgrades. Whether it is for the middle-class elites in East or South China, or the unique aroma of rice oil, or the lack of oil smoke in the fingers during cooking, or their excellent performance in children's exercise, sleep, and growth, all are reasons for their preference for Gu Wei Duo rice oil.
As a city cluster with a concentration of middle-class elites, it is natural for Gu Weiduo Rice Oil to sell well in Costco, Shenzhen. But Gu Weiduo's long-term marketing layout is also indispensable. Prior to the opening of Costco, Gu Weiduo had already conducted pre heating through advertising on the Shenzhen bus body; When it opened, the exposure of various advertising space resources in the supermarket brought strong traffic flow; After opening, social media diversified KOL seeding further continues the long tail effect of this round of dissemination.
Moreover, over the years, Gu Weiduo's intellectual accumulation in marketing has also accumulated momentum for the explosive sales.
Whether it's the four consecutive seasons of rice field concert IPs or spring small farm marketing activities, under the diversified dissemination, Gu Weiduo not only demonstrates a concrete way of loving life for middle-class families pursuing high-quality life, but also helps modern people to distance themselves from the hustle and bustle of the city with the concept of "harmonious resonance between humans and nature", especially fitting the mental pleasure of urban elite families enjoying spiritual pleasure in natural life.
And this ultimately became the most convincing footnote for their choice of Guweiduo rice oil.
After years of cooperation, Gu Weiduo's new Costco is not so much a commercial reciprocity as a two-way trip. Because they all provide a specific way for elite middle-class families to live a high-quality and healthy life.
On a practical level, this is also a win-win situation.
For Costco, opening a store from East China to South China seems to have become a common practice, and the unique product value of Guweiduo rice oil is undoubtedly one of its powerful driving factors.
For Gu Weiduo, as a globally renowned membership based warehousing and sales store, its influence overseas is self-evident, which undoubtedly builds a high-quality springboard for Gu Weiduo's strategic layout of expanding into overseas markets such as Canada.
With the explosion of a brand and a path for domestic products to go global, Gu Weiduo has already achieved its own shining moment. When the wave of domestic goods surges up, and the password for breaking through the waves is already in hand.