March Ranking of Food and Fresh Produce Brands: Symbolic Communication for Spring Marketing | Brand List of Siyan Consumption Index

During this monitoring period, Lego, Pop Mart, and Bandai ranked in the top three of the list with comprehensive popularity scores of 1.93, 1.44, and 1.38 respectively.

Image source: Shiyan Big Consumption Index

Long - termism narrative reconstructs the value expression of dairy products, and symbolic communication reshapes the dairy consumption scenario

From a segmented perspective, dairy brands SATINE and Anmuxi newly entered the list this month. Thanks to their successful marketing, their popularity scores increased significantly. SATINE took advantage of the International Day of Happiness to reconstruct the brand's value expression with the concept of "using slow - paced narrative to counter rapid dissipation". It collaborated with The New Phase to launch a documentary short film "Amazing Cow Friends". Through the real story of cattle farmer Lao Zhang's 20 - year symbiotic companionship with cows, it transformed the abstract concept of "organic quality" into perceptible emotional assets. Using the warm interaction between "humans and cows" as a narrative carrier, it constructed a value metaphor of "long - termism". The brand anchored the brand's depth in the fast - paced era with "anti - efficiency marketing", elevating "organic" from a selling point to a mental symbol that transcends cycles.

Anmuxi adopted "emotional symbol reconstruction" as its core strategy. By binding the homophonic phrase "This week is also Anmuxi" with the "highly healing" persona of its spokesperson Zhou Ye, it deeply integrated the "meme - based social interaction" and "metaphysical healing" psychology of Generation Z. Using the homophone of Zhou Ye's name as a communication anchor and combining the contrast between her cold and sweet images, it created a "symbolic emotional code". Through a TVC short film, it transformed the product into a spring - time emotional trigger, making users have the magical association that "drinking yogurt = having good luck". It precisely targeted the dual needs of young people for "instant healing" and "social participation", reshaping the new paradigm of dairy marketing from hard - core advertising to emotional symbiosis.

Tea beverage brands break through the circle with abstract IP marketing, and social scenario reconstruction enhances users' emotional identification

Looking at the brand distribution, several food and beverage service brands such as Mixue Bingcheng, Haidilao, and Cotti Coffee made it onto the list and showed outstanding performance in social media popularity. This month, Mixue Bingcheng went public in Hong Kong. During the listing ceremony, it sent its IP "Snow King" and seven companions to make a speech and ring the bell, and played the exclusive BGM "You love me, I love you, Mixue Bingcheng is so sweet~". The popularity of "Snow King" rose again, triggering netizens to discuss that "Mixue Bingcheng's listing is so abstract", which promoted user discussions and product purchases, with obvious "post - link conversion".

Haidilao carried out a series of activities with the theme of "happy social interaction" for its 31st anniversary: It launched a brand film "It's So Nice to Have You", which visualized the mental perception that "Haidilao = a social emotional decompression venue" through real - life scenarios such as birthday celebrations and proposals. More than 1,300 stores across the country simultaneously created a "birthday carnival night", activating users' emotional resonance and UGC communication through highly participatory rituals such as cutting a cake with hundreds of people and stage interactions. It leveraged the fan economy with a co - branded package with Wang Jialun (limited - edition peripherals + postcards) and achieved efficient traffic conversion through promotions in the membership mall.

Explanation of the list

The Shiyan Consumption Compass Series Index Report is a consumption index evaluation system independently developed by Shiyan Index. This series includes major lists such as the "Brand Consumption Popularity Index List", the "Industry Consumption Heat Index List", the "Product Consumption Wave Index List", the "Consumption Popular Event List", and extended list reports within the corresponding scope. It aims to objectively and truthfully present the trend characteristics of the consumption world through index evaluation, help industries and brand owners continuously track consumption market trends, provide references for enterprise operations, and enhance comprehensive business competitiveness.

The Shiyan Consumption Compass Series Index List continuously monitors the following industries:

3C digital products, footwear, clothing and accessories, food and fresh produce, household appliances, sports and outdoor products, beauty and cleaning products, maternal and infant products, home decoration, automobile consumption, toys, models and musical instruments, pet products, and medical and health products, a total of 12 major industries.

Image source: Shiyan Big Consumption Index

Disclaimer

This list is independently compiled by Shiyan Index. The views, conclusions, and suggestions in the list are for reference only and do not represent any specific investment advice or decision - making basis.

The calculation of the list data combines public data from mainstream platforms and data precipitation from the Shiyan Big Consumption Platform under the ownership of Zhidemai Technology. We have taken reasonable measures to ensure the reliability and accuracy of the provided data as much as possible, but we cannot rule out some errors or deviations due to the limitations of the data itself. In addition, some data in this report have not been formally audited by an independent third - party auditing institution, so there may be unidentified errors or omissions. It is particularly noted that the market situation may change at any time, so the predictions, analyses, and conclusions in the report may differ from the actual situation.

Any third - party names, brands, or products mentioned in the report are for illustrative purposes only and do not constitute an endorsement or recommendation of them. Any mention of these third parties should not be regarded as an endorsement or recommendation in any form. The copyright of the report belongs to Zhidemai Technology Group and Shiyan Index, and it cannot be reproduced or distributed without permission. Zhidemai Technology Group and Shiyan Index shall not assume any legal liability for any losses or damages caused by the use of the information in this report.