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澳门英记“对话”年轻人:手信行业竟然可以这么玩

2017-08-04 15:35:42   中国经济网

能把卖手信这件充满古老气息的事儿,做成像潮牌一样时髦又有趣,还把品质和文化都做到位。论资排辈,89岁还把自己活成年轻人的澳门英记才是真正少年王。至少,它打破了手信行业一直以来的坚定立场——

“手信,端着才显老,越老的越好。”

有一种有趣叫“原创”,89岁也能玩刷屏

近段时间,澳门英记与微博红人大胃王密子君联合进行的“其实小的也挺好”概念营销刷了广大网友的屏。这次活动自微博话题开始燃起星星之火,到病毒视频得以燎原,最后蔓延至微信,以病毒视频生成的表情包作为收尾,让爱玩的广大网友过足了瘾,品牌文化也得到了极大的传播。此次活动已不仅仅是英记的一次创新,可以称为是整个手信行业营销的一次突破。

“其实小的也挺好”这一概念主要与英记拳头产品“mini杏仁饼”相关联,话题发起后,网友纷纷以自嘲式、吐槽式、段子式口等花式吐槽“其实小的也挺好”,比如脸大很费洗面奶、头大套不进新衣服等等。在活动上线阶段,这一话题就在微博上引发了网友的广泛讨论。截止8月4日,该话题的讨论量已达到了4000万,一度被顶上热门话题,“内容原创“果然是“趣味”的代名词。

在微博话题后,微博红人大胃王密子君开始了她关于mini杏仁饼的吃播,挑战一口吃掉十个杏仁饼,噱头十足。在视频里,密子君还同步科普澳门和英记历史,搞笑的同时将澳门、英记的文化历史传递给了用户,干货满满。

澳门最老饼家之一,用时间淬炼好滋味

澳门英记始创于1928年,是澳门名副其实最老牌的饼家,最早的一家门店开在十月初五街,由于当年内港码头就在十月初五街附近,是船只往来的必经之地。许多游客在离开前都会带一份“手信”回去给家人朋友,而具有本土风味又做工精良的“英记”无疑是最好的选择。

三年前,澳门英记对整个品牌进行重新包装,并根据市场的变化将传统与创新融合,不断开发新口味、新包装。虽然和其他手信店一样卖蛋卷、杏仁饼,但根据食用人群的特点,增添更多种类的口味。例如老年人不适合吃高糖的食品,英记针对此推出了“海藻糖杏仁饼”,还考虑到女性群体对体重的担忧,而特地定制了“迷你杏仁饼”,一口一个也避免在食用过程中沾到口红。还有包装精美的老公老婆饼,为客人的另一半定制。而蛋卷,仅这一种类别下就有十种口味。让手信真正成为独一无二、精心为家人、朋友、爱人挑选的礼物。

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