Group News | Zhongqi Power and Dayao Soda Win the 2024 5th TBI Outstanding Brand Innovation Award

The 5th TBI Outstanding Brand Innovation Festival 2024, themed "Return to Basics", was grandly held in Shanghai on December 26-27, 2024. Companies under the Zhongqi Group Zhongqi Power, with its case study "Reshaping the National "Big Soda" Brand Image", was invited to attend and won the Bronze Award in the Interface Design category of the 5th TBI Outstanding Brand Innovation Award.

This conference explored outstanding brand innovation strategies around three dimensions: starting with the product, succeeding through channels, and winning with the brand. It attracted 28 representatives from companies and universities, including Coty China, Heytea Group Yeshuishan, Hi-Tech Go, Anker Innovations, Sailisi Group, and Langstone Strategic Consulting, to share their experiences, attracting over 1800 attendees to participate in the on-site exchange.

The TBI Outstanding Brand Innovation Award has been running for 5 years and is a highly influential and authoritative comprehensive award in China. It focuses on the full chain of brand creation, maintenance, and value growth using innovative thinking in the digital age, and commends outstanding brands, products, marketing, institutions, and individuals of the year.

The TBI Outstanding Brand Innovation Award consistently adheres to high standards and high-level selection principles, conducting comprehensive assessments across multiple dimensions, including product power, brand power, reputation, special performance, innovation, execution, business performance, social impact, and sustainability. It has witnessed many brands, products, and cases with advanced awareness and mature operations.

In a homogenized market, innovative user experience has become the key for enterprises to achieve differentiated competition. Prioritizing user experience not only increases customer acquisition conversion rates through accurate needs insight and user journey optimization, but also wins user favor and trust while shaping a professional and high-end brand image, thereby improving customer loyalty and reducing customer acquisition costs.

Click the image to learn more about the case
 

Against the backdrop of brand strategy upgrades, Dayao Beverages understands the importance of user experience. To optimize user experience, further shape its brand image, and create a new brand culture publicity platform, Dayao Beverages chose to cooperate with Zhongqi Power on the website upgrade project.

For website positioning, Dayao Beverages aims to establish itself as the leading brand of "national soda", aspiring to become the leading brand in the "big soda" category. The website strictly follows the W7D3 principle, conforming to business logic while effectively avoiding information silos, allowing content to interconnect and improve user information acquisition efficiency.

Visually, the website features a design with strong visual impact, while establishing a unified visual standard to fully showcase Dayao Beverages' brand connotation and unique product characteristics. From text symbols to image applications, the content highlights are refined, and the system layout is standardized. Mobile adaptation and presentation are also key to this upgrade, ensuring that the website has a good user experience on mobile devices while connecting with mainstream social media such as WeChat.

In short, all upgrade measures should focus on user experience, ensuring that users have a pleasant and convenient experience during browsing and use. Based on an in-depth analysis of the case of "Reshaping the National "Big Soda" Brand Image", we can witness how a traditional beverage company can improve its online user experience through website upgrades, achieving a double leap in corporate brand image and market competitiveness.

The high degree of market segmentation, the rapid changes in consumer demand, the diversification of communication channels, and increasingly fierce competition have made the path to brand improvement full of challenges and opportunities. "Return to basics" represents the brand's return to its inherent core values, its adherence to its original aspirations and mission, and its wise choice in the face of future challenges.