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Clever Mama, Once again, a big step ahead

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  • Time of issue:2018-12-22
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Clever Mama, Once again, a big step ahead

(Summary description)In 2018, AC Nielsen data showed that the rapid growth of the pudding category drove the overall market growth of the candy industry by 6%. In 2018, the sales of Clever Mama in Nanjing, Hefei, Huanggang, Yichang and other cities reached a compound growth rate of 100%. The data shows that Chinese consumers are more and more inclined to natural, healthy and nutritious food. As a high-end brand in the pudding industry, Clever Mama has been providing consumers with mature category education, high-end and innovative puddings, such as egg pudding, fried yogurt pudding, etc. , Raising the competition in the pudding industry to a higher level. Clever Mama's three-five-year strategic plan to be an industry leader requires foresight and height. In 2013, Clever Mama put forward the "three-five-year development strategic plan". During the first five-year period, Clever Mama completed the mission of category innovation, system victory, technology precipitation, industrial layout, and category occupation with the attitude of personally entering the market and accumulating the B-end, and built a corporate moat. Clever Mama is about to usher in a new era of the "Second Five-Year Plan" in which the market is established and the C-end is blooming. 2019 is the beginning of Clever Mama's second-five-year strategy. Facing the main strategy of "integration of all channels and integration of products and effects", Clever Mama actively embraces user thinking and increases communication with C-end consumers, showing the "active return to zero, the new height and new atmosphere of “Second Entrepreneurship”, comprehensive reconstruction and upgrading from brand to product. The new brand image, the blooming C -side has continued to improve with the current consumer taste and consumer demand. All major brands can't help but make big moves. Let's take a look at the new tricks of the brands.

  • Categories:NEWS
  • Author:
  • Origin:
  • Time of issue:2018-12-22
  • Views:0
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In 2018, AC Nielsen data showed that the rapid growth of the jelly pudding category drove the overall market growth of the candy industry by 6%. In 2018, the sales of Clever Mama in Nanjing, Hefei, Huanggang, Yichang and other cities reached a compound growth rate of 100%. The data shows that Chinese consumers are more and more inclined to natural, healthy and nutritious food. As a high-end brand in the pudding industry, Clever Mama has been providing consumers with mature category education, high-end and innovative puddings, such as egg pudding, fried yogurt pudding, etc. , Raising the competition in the pudding industry to a higher level.

 

                             

                                                                      

Clever Mama's "Three-Five" Strategic Plan

                                                                      

To be a leader in the industry requires foresight and height. In 2013, Clever Mama put forward the "Three-Five Development Strategic Plan". During the first five-year period, Clever Mama completed the mission of category innovation, system victory, technology precipitation, industrial layout, and category occupation with the attitude of personally entering the market and accumulating the B-end, and built a corporate moat.

 

Clever Mama is about to usher in a new era of the "Second Five-Year Plan" in which the market is established and the C-end is blooming. 2019 is the beginning of Clever Mama's second-five-year strategy. Facing the main strategy of "integration of all channels and integration of products and effects", Clever Mama actively embraces customers' thinking and increases communication with C-end consumers, showing the "active return to zero, new height and new atmosphere of “Second Entrepreneurship”, comprehensive reconstruction and upgrading from brand to product.

 

New brand image, blooming C-end

                 With the continuous improvement of consumer taste and consumption demand, major brands can't help but make big moves one after another. Let's take a look at what new tricks the brands have.                                                            

For example, the high-end and luxurious LV, in order to capture the hearts of young girls and break the rules, specially launched interesting and lovely animal print elements, behind which there is endless elegance, which girl can't put it down.

 

 
Then, the fashion brand Gucci launched a short holiday video. The clothes, handbags, jewelry and other products in the film were all changed from the previous style, full of weird fashion, full of surprises, and won the hearts of punk girls.
 
                         
Not long ago, Burberry launched her new exclusive logo and brand new LOGO. The Burberry LOGO has not changed in the past 20 years. The new visual image is entirely to cater to the aesthetic pursuit and market demand of current consumers.
 
Fashionable celebrities from all walks of life have been upgraded one after another, and as a fashion pudding brand,Clever Mama will also usher in a new innovation in 2019. Pudding is a leisure dessert for young fashion groups, and the original brand image can no longer carry the brand of the new era. After cooperating with several top design studios, the new brand image of Clever Mama Pudding Dessert has finally unveiled its mystery.
 
 
The new logo reduces the overall proportion of Chinese, highlights the proportion of English, and is more youthful, fashionable and international. The frame is inspired by the natural flow of pudding caramel, which is seductive and flexible; the smiling spoon is inspired by the natural relevance of eating pudding, and is the visual memory point of the entire trademark; it symbolizes the delicious feeling of licking the mouth after tasting, and at the same time It also expresses the satisfaction and joy of pampering yourself with a smiley expression. The new logo fully embodies and conveys Clever Mama's brand mission of "brand enjoy life" and the emotional appeal of "every bite is a smile".
After the upgrade of Clever Mama's brand logo, it has more scalability and development possibilities, and it is more in line with its pursuit of fashion, petty bourgeois sentiment, and pampering itself. This is a change of strategic significance. Along with the new logo upgrade, the product packaging has been upgraded across the board.
 
 
 
                 

Forever Beta

Inject your heart, just for a cup of pudding with attitude.

Clever Mama firmly believes that every cup of pudding

Each contains its own spirit and life,

This kind of mind makes Clever Mama in crafts and ingredients

Has innate firmness and demanding.

 

 

passing through native and overseas,

17 cities,13664 times products tested

129 internal tests, 56 improvements

And it's never end...

Definitely can do better,

Every time, Clever Mama is trying to reach the top

But still don't know where the peak is

Optimal sweetness, softness, acidity, etc.

Awaken the spirituality and life of every pudding

There is no final version, only a forever beta version

pure and extreme

Only for the perfect presentation of the artwork in the pudding

 

 
 
 
Clever Mama, as one of the domestic "pudding dessert standard drafting and revision units", fully advocated jelly removal in 2016 to upgrade product quality; in November 2017, it even proposed to the relevant national units that pudding should be separated from jelly and belong to dairy products demands of the industry. Leading the pudding industry stems from insisting on adopting 86°C fresh-keeping and sterilization production process, insisting on adding 25kg of New Zealand milk powder to each can, insisting on joint research with the Ocean Research Institute of Japan, and achieving the unique healthy snacks, pure pudding of Clever Mama.
 
 
 

Every bite is smile

Product is content, and under the guidance of the concept of user thinking, Clever Mama's product design has added more interactions to create products with more Internet attributes. For example, fruit pudding, beauty's dinner and smiling box, etc., will be more in line with the current young consumer groups' demands for brands.

 

 

In addition to the traditional promotion and vivid display of terminals, the promotion in 2019 will be extended from the brand proposition, with insight into the emotional appeal of the current young group, online follow-up and use of new media channels to create the "smile" IP of Clever Mama , drive sales from the brand level, and realize the integration of product and effect.

      

 

 

At the same time, Clever Mama’s exclusive marketing node 520 Pudding Festival, Strawberry Season, Let Smile Speak and other themed activities were planned, and brand emotional short films such as “The Story Behind Every Smile” were shot to ignite the emotions of C-end consumers. Clever Mama's Pudding Dessert is, once again, a big step ahead!

 

 

                                 

      

 

 

 

 

 

 

 

 

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Clever Mama

Add:Dongshijinglin Industrial Zone, Jinjiang City, Fujian Province, China  Tel:+86-595-85756992  Fax:+86-595-85789491  E-mail:[email protected]

Add:Dongshijinglin Industrial Zone, Jinjiang City, Fujian Province, China

Tel:+86-595-85756992

Fax:+86-595-85789491

E-mail:[email protected]