How Organic Brands Can Prevail During COVID-19
With the recent COVID-19 pandemic outbreak and heightened levels of uncertainty looming over brands both globally and in China, health and wellness are becoming more crucial than ever. The increasing shift of consumers’ interests towards nutrition, sanitation and moreover, healthier lifestyle and food choices has undoubtedly led to a spike in both short-term and long-term demands for organic products. This presents a golden opportunity for organic brands to further promulgate awareness and education about health and wellness in order to capture the surge in healthy consumption demands. Even during these turbulent times, there are strategic ways to communicate with organic consumers effectively and impactfully.
Organic brands must look for cost-effective, creative and sensitive ways to communicate relevant content
All organic brands share a common goal: making cleaner and greener lifestyle options available and accessible to all. This holds especially true amidst the virus, where consumers are stocking up on organic items. Because the COVID-19 situation is dynamic and unpredictable, communication of brand identity and values has proven to be a challenge in this rapidly changing global environment. Thus, brands must turn to creative alternatives and strategies outside traditional marketing to deliver their promises and responsibilities as organic and health experts.
US-based juice company, Clean Juice, is a great showcase of a brand rethinking their way of delivering key brand messages. They recently released a “Natural Immune Boosters for Cold and Flu Season” podcast shedding light on all-natural foods, supplements, and lifestyle practices that will help people actively overcome and prevent viruses, organically. According to their CEO and Co-Founder, Landon Eckles, “it is gratifying to see that guests are starting to view [Clean Juice] as not just a juice bar or quick service restaurant but as an informative and valuable health and wellness company. [Clean Juice] exist[s] to serve guests incredible organic products that improve their well-being.” By disseminating information and engaging with target consumers through innovative mediums such as podcasts, organic brands can continue to deliver highly insightful, accessible messages despite the uncertain landscape.
Businesses should harness the power of social media in China to get in front of the right customers
Digital media consumption time in China is booming due to people remaining at home. Hence, consumers have focused their attention to online platforms and social media networks to connect with their friends and family as a result of social distancing. What’s more, with the constant influx and news reports of COVID-19 surfacing from government authorities and organizations, Chinese consumers are heavily relying on social media channels for latest updates, different information sources and real-time news about the ongoing situation. The time spent on social networks is only ever-increasing, allowing community-based video streaming platforms such as, Douyin, also known as Tik Tok, to continue to be at the forefront of digital trends that maximize digital marketing ROI.
Brands must adapt their marketing content by optimizing and extending their online content marketing through various social media streams to drive effective engagement and communication with consumers. Simultaneously maintaining distribution of consistent, timely, and appealing content to target audiences will enable businesses to get ahead of their competitors and even thrive amidst unstable times.
The accelerated shift towards a digital economy engenders a booming e-commerce
A recent survey shows that as of March 2020, 85% of internet users in China and 83% of those in Hong Kong have avoided crowded public places in the past two weeks. As out-of-home spending and in-store spending is dramatically plummeting due to social isolation measures, smart businesses can seize market opportunities and leverage e-commerce platforms as well as O2O (offline to online) and online marketing strategies to offset the impact of sales, conversions and thus, ROI (return on investment) during the global pandemic.
E-commerce activity, specifically related to health and food, have experienced a massive spike as both shoppers’ willingness to pay and urgency to purchase surges. Consumers are keen to compromise on longer delivery windows instead of physically going in-store for products or services where they might experience limited stock inventory or run the risk of contracting the virus.
Resonate with consumers’ concerns over health, well-being, and safety
Every crisis presents an opportunity for brands to adapt their business strategy to create long term brand building and establish their position as the leading industry player. Although dealing with the aftermath of COVID-19 will by no means be breezy, the most adaptable and relevant brands able to resonate with the consumer’s concerns will survive. Those that are on top of the latest organic news and trends driving consumer behaviors and purchasing patterns will come out on top.
With the increasing shift of consumer trends towards wellness and healthier lifestyle choices, there has never been a better time to join and reach China’s largest community of organic consumers. OrgHive can help drive sales and strategy for your brand in China by putting you at the heart of social and content interactions from target customers.