30-year-old Brand Launches New Congee Pack with New-Gen 1QR Label
Background
Specialised in traditional Cantonese congee, Ocean Empire is now operating 17 branches across Hong Kong and Macau today, trimmed from 30 locations at their prime time due to the pandemic.
The company pivoted to focus on its takeaway business, by harnessing various food delivery platforms, while enhancing the quality and speed of its takeaway meals, which helps boost the income stream to account for almost 40% of the company’s total revenue.
To diversify, Ocean Empire has developed instant congee pack business line and is planning to launch 3 series of congee, each comes with 3 different flavors. They include traditional Hong Kong-style like Sampan congee and congee with pork & century eggs; healthy style like congee with pumpkin, minced pork and quinoa; and Korean-style for youngsters like congee with Korean ginseng and chicken.
To assist promotion and customer interaction, the company has decided to adopt the new generation GS1 barcode – 1QR.
30-year-old Brand Launches New Congee Pack with New-Gen 1QR Label
Background
Ocean Empire introduces new congee pack to meet young customers’ needs. Before that, they need to consider integrated marketing strategy to promote the products and engage the target customers.
Solution
The company decided to adopt 1QR, a new generation of GS1 QR code that integrates diverse information like product information, incentives, certifications, traceability and authentication details in 1 single code, on the new products.
Benefits
1QR is expected to increase customers’ repurchase, boost market confidence with detailed information, connect offline and online traffic, while letting the company understand the market response to the new products.
1QR – Encouraging Repeat Purchase
Expect to be launched at the Hong Kong Brands and Products Expo 2022, the Ocean Empire’s products are designed with 1QR on the package, allowing customers to buy products online again with ease, using mobile phone scanning function.
With the same QR code, the company can launch different promotions at different times, by simply updating on the back-end system. Customers can see the latest offers which helps drive traffic and even sales to its online shop.
Ocean Empire uses special ingredients to produce the new lines of instant congee pack, at our international standard-compliant production lines. Sterilized with high temperature, they can be stored for up to 1 year in normal condition. With 1QR, shoppers can easily get these details and buy with a peace of mind.
Siu Chor Kee, Founder of Ocean Empire
Reinforce Market Confidence
Upon scanning, 1QR shows the company’s diverse information such as certification, nutrient values, authentication and traceability details as applicable. Particularly useful to food, cosmetics and skincare, drugs and healthcare products, consumers can see clearly the country of origin, direction of use and other info, providing better references and stronger confidence at point-of-sales.
Support Marketing
By putting 1QR on advertisement, merchants can extend beyond the limited ad space with in-depth messages, connecting and interacting with consumers from offline to online thus arousing purchase intention. Shoppers usually share with relatives and friends for reviews, expanding the word-of-mouth effect.
Free for Members
Free for GS1 HK members, the 1QR is automatically generated on BarcodePlus product information platform when creating product barcode. Ocean Empire is going to access the scan data on the system to understand better its consumers’ behaviour and pattern.
As we are planning to list our products on different e-commerce platforms, we believe ‘1QR’ can help engage more customers and encourage repeated purchases. We can also check the scan activities in real-time to analyse market responses and adjust our strategies accordingly.
Siu Chor Kee, Founder of Ocean Empire
The Benefits
1QR helps Ocean Empire meet the new retail landscape:
Engage consumers and offer detailed information with a simple scan
Connect offline to online and drive sales
Free marketing tool with offers and potential word-of-mouth effects
GS1 standards used or solution (s) / service (s) applied
|
About the Company
Ocean Empire (Group) Co. Ltd., a traditional Cantonese congee specialty chain restaurant, is established in 1992 and is known for its freshly-made food and hygienic practice, comfortable and tidy outlet environment, as well as its commitment to quality and caring services. It is also the first “Five-S Principles”-certified chain restaurant in Hong Kong.
More success case on
Related article
