🍰 Chinese brand you need to know: Holiland好利来

Our monthly series introducing you to a Chinese brand you need to know because 1) they're doing cool stuff and 2) it's a great way to learn how to level up your own China marketing.

BRAND NAME

Holiland好利来

🛒 CATEGORY

Founded in 1992, Holiland is a local Chinese cake brand that has carved out (😉) a name for itself by consistently evolving and adapting. 

In recent years, Holiland has strategically leveraged co-branded products, distinctive themed stores, and an active presence on social media that has captivated a younger demographic.

🤑 PRICE POINT

Popular Products (chocolate, small cake, bread): USD 3-10
Collaboration Gift Box: USD 6-15
Birthday Cake: USD 27-136

👤 TARGET AUDIENCE

Young, urban dwellers in China who are around 18-25 yrs, socially active and trend-conscious. 

This tech-savvy and mobile-first demographic value quality and taste while appreciating premium dessert experiences. The brand's ability to cater to a diverse range of aesthetic preferences ensures that it appeals to a broad spectrum of consumers with varied tastes and style preferences, making it a focal point for youth engagement in the dessert market.

✅ WHAT THEY ARE DOING WELL

1. IP Co-branding:

The company cleverly adapts its packaging and visual design to align with well-known animation IPs and other brands’ unique style, catering to a wide range of aesthetic preferences and thereby achieving broad appeal.

2. Star Products:

One of Holiland's standout products is the "Medium Rare Cheese.” (半熟芝士) This innovation resulted from the collaborative efforts of successors Luo Cheng and his brother Luo Hao, who engaged Japanese pastry chefs to craft the "Medium Rare Cheese.” The product's tagline, "Medium-rare is just right,” has become deeply ingrained in the hearts of consumers.

3. Market Positioning:

Holiland has strategically positioned itself in the mid to high-end market segment. The brand recognizes and caters to the desires and trends of the younger demographic, offering a unique value proposition in a market characterized by homogeneity. Despite its premium pricing, Holiland appropriately aligns with consumers' expectations and aspirations.

4. Service Excellence:

Holiland's staff members epitomize professionalism and service excellence. The youthful staff, typically aged 21-25, maintain a fresh appearance and an unwavering commitment to customer satisfaction. Their meticulous attention to detail and good service reflects the brand's unwavering pursuit of excellence.

5. Promotional Efforts:

Since July 2021, Holiland’s  "socially fearful, rich second-generation boss” persona has garnered over 2.9 million followers on Douyin, with content that has received more than 20 million likes. This relatable and humorous image effectively bridges the gap between the brand and its consumers. Additionally, Holiland has extended its reach to other social platforms, including Weibo, WeChat, and Xiaohongshu, building a commendable reputation for its products through a diverse range of channels. This strategic approach has elevated the brand to internet celebrity status, while also optimizing its brand transformation efforts.

🧐 WHAT OTHER BRANDS CAN LEARN

1. Adapting to Market Trends and Innovation

Holiland's success is driven by its ability to adapt to market trends and continuously innovate. Brands must learn the importance of staying relevant by evolving their products and marketing strategies to meet quickly changing consumer preferences. This adaptability and innovation are key factors in remaining competitive in a dynamic market like China.

2. Strategic Co-Branding for Wider Appeal

The brand's co-branding with animation IPs and other brands has widened its appeal. Collaborations with popular IPs and brands can help brands leverage the existing fan base and tap into new markets.

3. Exceptional Customer Service and Appearance Economy

Holiland's unwavering dedication to delivering exceptional service exemplifies a customer-centric ethos. This underscores the significance of offering an outstanding customer experience to forge trust and foster loyalty — especially among the younger demographic. Furthermore, Holiland keenly recognizes the younger generation's penchant for the "appearance economy.” Their commitment to elevated standards, evident in store aesthetics and staff selection, sets a remarkable benchmark beyond that of their competitors.

4. Leveraging Influencer Marketing and Diversifying Online Presence

Holiland's effective use of social media platforms, such as Douyin, Weibo, and Xiaohongshu, showcases the power of a strong online presence. 

Its great success with the relatable and humorous boss & influencer persona highlights the potential of influencer marketing in bridging the gap with consumers. This approach proves that brands can not only leverage digital channels to build awareness but also benefit from diversifying their online presence to reach a wider audience and enhance brand reputation. 

They can explore influencer collaborations to connect with their target audience on a personal level, effectively engaging and retaining customers through relatable content.

📱 WHICH CHANNELS ARE THEY LEVERAGING

WeChat with store, Weibo (official account: 1.5M followers; boss personal account: 354k followers), RED with store (official account: 184k followers; boss personal account: 495k followers), Douyin (official account: 270k followers; boss personal account: 2.9M followers)