In fact, Meituan Takeaway has already launched a kangaroo ear helmet. According to relevant media reports, since 20 18, Meituan Takeaway has issued kangaroo helmets to take-away riders on Knight's Day in July 17 every year. Since 2020, Meituan has developed kangaroo helmets into a variety of peripherals and started selling them to mass consumers.
This is actually the brand image building in commercial activities, or "helmet ip" in layman's terms. To put it bluntly, as long as consumers see this kangaroo ear image, they can immediately think of the US group takeaway. Then the meal arrived, and everyone chose the US group to take out.
Extended data:
Kangaroo ear is a brand upgrade under product thinking;
When Meituan's kangaroo ears caused the first wave of discussion, Meituan's official WeChat official account issued a document "Meituan, the world's largest kangaroo ear processing factory", officially certified to sell kangaroo ears, and the apple-style poster design was even more serious. The promised income is used for the rider's children's critical illness support plan, which shows the sense of responsibility behind the lovely ears.
In addition to the most intuitive take-away food delivery and a series of operations in the APP, the rider's food delivery link is the most direct contact point between the US delegation and the user, and the whole service process is coherent. This time, the US delegation made great efforts in the last mile of the product, equipping riders who reached the end users with kangaroo ears, which triggered singing and discussion.
References:
Zhejiang news network-takeaway brothers with kangaroo ears, they are not cute but excellent.