A Seasoning Brand
?Challenge
This seasoning brand produces over 200 million bottles of soy sauce, oyster sauce, and other products annually, facing three core pain points: extremely low consumer scan rate (under 5%, codes printed on bottle bottoms with no incentive), distributor cross-regional diversion disrupting the pricing system (diversion rate ~18%), and weak retail terminal brand recommendation (lack of effective incentives). The brand invested over ¥5 million annually in digital marketing, primarily on e-commerce platform ads, but consumers were lost after purchase with no retention, and the long-term ROI of marketing spend continued to decline.
!Solution
Three-step comprehensive optimization. Step 1: Code position moved from bottle bottom to inside of bottle cap (must-touch upon opening), with 'Scan to verify authenticity — surprise inside' prompt added. Step 2: Scan incentive design — scan to receive ¥0.5-5 random red packet (instantly credited to WeChat balance) + points accumulation redeemable for brand merchandise. Step 3: bC-linked mechanism launched — while consumers scan and claim red packets, the corresponding retail terminal instantly receives a commission, incentivizing stores to proactively recommend scanning to consumers. Supporting locked discount coupons — consumers receive a ¥5 coupon after scanning, activated upon repurchase of any product within 72 hours. Brand backend provides real-time visibility into scan rates, recommendation rates, and diversion data by region.
Results
After 6 months of comprehensive optimization, scan rate surged from 5% to 71% (14x growth), with daily scan volume exceeding 600,000. After bC-linking, terminal store recommendation rate rose from 12% to 78%, becoming the core driver of channel sales. Private domain user pool exceeded 800,000; locked-coupon-driven 3-day repurchase rate reached 35%. Diversion rate dropped from 18% to 2.5%; national pricing system restored stability. Scan marketing ROI reached 4.2x that of traditional e-commerce advertising. The brand shifted 40% of marketing budget from platform e-commerce to scan marketing, achieving higher-efficiency consumer reach and conversion.