Author: Mote Mot FBIF founder (WeChat: MotEchan)
Tip: This article is 121 global food companies go to sea to sea.In the case of 5 , at the end of the text, the FBIF navigation book "121 Food Globalization and Oceanic Cases" can be received by 410,000 .
Kitkat sold in more than 100 countries around the world has become a global cultural phenomenon.However, in Japan, this chocolate brand has gone through amazing transformation, surpassing its role as a snack, and becoming a cultural symbol.How does Kitkat become a phenomenon in Japan?How does it develop from ordinary chocolate prestige to a "national treasure" snack in Japanese society?This is a wonderful journey full of innovation, cultural fit and market ethics.
Kit Kat (appearing in Kitkat in many countries) is a chocolate package dessert created by Rowntrees, Britain.After being acquired by Nestlé in 1988, Kit Kat was produced by Nestlé globally, but in the US market, H.B. Reese Candy Company is authorized to produce. The company is Hershey Company) Subsidies.This cooperation agreement was first reached by Langteri in 1970 and good times.
Kit Kat entered the Japanese market in 1973. At that time, British candy manufacturer Rowntrees and Japanese candy manufacturers and catering chain companies reached a cooperation agreement.EssenceBy 2014, Kit Kat became the highest sales of Japan.In 2012, the Kit Kat brand surpassed the Meiji chocolate and won the sales champion, although Meiji is still the leading candy company in Japan.
The information of this article is mainly referred to the high sales of 45 years. What did the Japanese "national treasure" snack Kitkat do right?(December 3, 2018, FBIF Food and Beverage Innovation)
1. Strawberry counterattack: A brave innovation adventure
Kitkat entered the Japanese market in 1973, the initial response was flat.Until 2000, the Japanese Nestle team decided to embark on an unprecedented road -boldly launching strawberry flavor Kitkat.You know, in other markets in the world, the launch of fruit flavor chocolate was almost an adventure, especially so bright pink and sweet fruit flavor.But in Japan, this adventure is proven to be successful.
The strawberry flavor Kitkat launched in the Strawberry Season of Hokkaido quickly swept the country.This pink Kitkat not only brings a sense of freshness to Japanese consumers, but also marks the new chapter of the Kitkat brand.From this moment, Kitkat is no longer limited to the traditional chocolate flavor, but has continuously explored all kinds of bold and innovative tastes.Today, Kitkat has launched more than 400 different flavors in Japan, including unique Japanese flavor such as mustard, sake, purple potato, etc. Many new products have caused enthusiastic consumer sought after.
2. Cultural resonance: From snacks to lucky symbols, to the secret weapon of the test season
Kitkats success not only comes from taste innovation, but also in the depth of its Japanese culture.Coincidentally, Kitkats pronunciation is similar to the Japanese "Kitto Katsu" (Chinese: "Better Sheng").Students "mascots".From January to February of each year, Japanese parents will buy Kitkat for their children, and write encouraging words on the packaging, implying "You will win!"
Nestlé> Nestlé>The team is looking at this cultural phenomenon, and cleverly uses this coincidence to carry out marketing.In 2005, Nestlé launched the "Lucky Charm" advertising campaign, which was successful.Not only that, Nestlé also cooperated with Japans post to launch a mailing Kitkat gift box. Consumers can write blessings and send them on chocolate packaging.It is "classic" or "common model"), which makes it widespread among students and parents.
3. Limited and regional limitation: evoke consumers desire to collect
KitkatChocolate has become the object of consumers for collecting.Behind this is the clever limit and regional limited sales strategy of the Nestlé team.Kitkat has launched exclusive flavors based on the characteristics of different cities. These special versions can only be purchased in specific areas or seasons, which greatly enhances its scarcity and collection value.
For example, the purple potato -flavored Kitkat launched by Okinawa can only be bought at Okinawa, while Shizuoka is known for its mustard flavor Kitkat, and Nagoya is known for red bean sandwiches Kitkat.This region is limited to not only given unique local cultural symbols, but also attracts a large number of tourists to buy as souvenirs, and even becomes a "handicon" that international tourists are keen on.
4. From workers chocolate to luxury: Kitkats high-end road
Kitkats early image in Japan is mainly a simple chocolate suitable for workers to enjoy.However, with Nestlés re -positioning of the brand, Kitkat gradually transformed into high -end in Japan.In 2014, the worlds first Kitkat Chocolatory opened in Ginza, Tokyo, and sold the luxury version of Kitkat, which was specially customized by the top dessertist Takagi Kangzheng in the store.These limited edition products use advanced raw materials, and the packaging is also carefully designed, and the price is several times higher than the ordinary version.
Nestlé also uses Kitkats celebrity effect to cooperate with major Japanese brands, such as cross -border cooperation with Tokyo Banana (TOKYO BANANA) to launch a limited edition of Tokyo banana KitkatEssenceThis strategy not only enhances the brand image, but also allowed Kitkat to enter the luxury market from ordinary leisure snacks.
5. The unique cultural connection of Japan: Kitkats emotional value
Kitkat can maintain it in the Japanese market for a long timeThe heat is also related to its precise understanding of Japanese culture.In addition to becoming a lucky symbol of the test season, Kitkat has further occupied the consumers mind through the combination of Japanese festivals and cultural customs.Every cherry blossom season, Kitkat has launched a special version of cherry blossom flavor to cater to the Japanese love for this season.During the football game, Kitkat also launched a special version of the throat function to cheer for fans.
This in -depth integration of Japanese culture makes Kitkat not only a snack, but also an emotional carrier.This is why Kitkats sales have been high in Japan for 45 years.
Japanese candidates will give each other Kitkat each other to express their blessings.A candidate recalled: "Kitkat received by a friend before the exam, the feeling seemed to be encouraged by the world."Kitkats incredible journey in Japan
Kitkats success in Japan is not only a business miracle, but also how brands are deeply integrated into a market through cultural understanding, innovation and emotional marketing.Example.Through multiple strategies such as limited edition, cross -border cooperation, and cultural symbols, Kitkat has transformed from a simple chocolate snack and transformed into an indispensable part of Japanese culture.Kitkats story shows how global brands find their own unique path in the new market, and also provide valuable revelation for other brands.
[1] Breaking Into Japan: The Sweet Success of Kit Kats Market Entry Freshtrax -Btrax Blog (February 28, 2024, BTRAX)
[2] WHY Are Kits So Popular in JAPAN (May 29, 2024, BOKKSU)[3] in japan, the kit kat is not just aChocolate. Its an obSession.)
[5] 45 years of sales are high. What did the Japanese "national treasure" snack Kitkat do right?(December 3, 2018, FBIF Food and Beverage Innovation)
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