Mystery shopping China: Lobster Advertisement Case
Mystery Targets
Six lobster bands in China: yushilongxia,hongdinghong,shangziwei,yikouxiang,lisaolongxia, qianjianglongxia,which have the sense of
advertising their products via modern media.
Shopping TV Media
We only found 11lobster advertisement on TV and yushilongxia
took the most of them(7).
Yushilongxia
have been cooperated with the xuyi government on TV advertising and
lack of their own
independent propaganda.When thexuyi government took the city promotional film,Yushilongxia
appears as the symbol of city,in other words,the indivisible part of xuyi,The
xuyi city promotional film about the lobster festivals has been played in CCTV
1 and CCTV news during the <thirty minutes news> programme for ten
seconds each day,from 1 May 2010 to 31 Jul 2010, which brings great fame on
yushilongxia.Xuyi government helds the international lobster festivals with
Audstralia,New Zealand,Switzerland in Jun 2008 and 2009.The governments agree
with each other to use the “Thirteen Sweet Lobsters” logo as the evidence of
live animals.The festivals show the world the charm of Chinese lobsters and
inspire people to eat lobsters.And the band is also processed from xuyi lobster
certification mark, xuyi lobster CI logo to xuyi lobster the protection of
geograghical indications. Yushilongxia has developed its domestic
well-knownbrand, Xuyi Thirteen Sweet Lobsters, and have an ambition to make it
international. However, the company lack the awareness of brand protection to
avoid imitation. Yushilongxia print its own brand when they provide processed
lobsters to Canada, New Zealand, Switzerland and other countries but use
clients’ brands when they provide raw lobsters abroad.
In some draft TV shows have the item called beautiful
countryside,the participants from xuyi will definitely mention yushilongxia. You
can find the video here.http://www.yushilongxia.com/about/?114.html
Yushilongxia has its own legendary family entrepreneurship story
which three brothers from countryside started from scratch step by step conqueringall
the disagreements and establish their own brand finally which value up to ￥64.5（$10.53）billion.
Unlike other advertisements appear directly on TV,lobster
companies in China prefer to choose the food and tourism programs to show their
local flavors made of lobsters and great lobsters breeding environment.
The consumption customof lobsters is not as extravagant as in
west countries. Companies advertised with the 2014 Brazil World Cup and other
sports competition to creat an civilian atmosphere of waching sports
competition on TV and eat lobsters by hand the same time.Take qianjianglongxia
for example,apart from the five local lobster festivals held every Jun since
2009 in qianjiang,HeBei. They also held an online game called” Lobsters Guess
the World Cup”, put forward that lobsters are the best food to enjoy with the
world cup,which influenced by the 2014 Brazil world Cup,inspired above 400
million people took part in it and got a ￥3000（$490）million sales.
Mystery shopping on Internet
Only hongdinghong,yusihlongxia have their
own enterprise website,and we mainly compare the quantity of the advertisements
via Video websites and the news reports here.
The news
reports consists of 4200 about yushilongxia, 4530 about qianjianglongxia, 66
aboutyikouxianglongxia.They focus on the assessment of the brands, chain to
join, culture events about lobster, people get ill because of eating lobster
grown in polluted river or lakes and so on.
Mystery shopping China: Lobster Advertisement Case
Mystery Targets
Six lobster bands in China: yushilongxia,hongdinghong,shangziwei,yikouxiang,lisaolongxia, qianjianglongxia,which have the sense of
advertising their products via modern media.
Shopping TV Media
We only found 11lobster advertisement on TV and yushilongxia
took the most of them(7).
Yushilongxia
have been cooperated with the xuyi government on TV advertising and
lack of their own
independent propaganda.When thexuyi government took the city promotional film,Yushilongxia
appears as the symbol of city,in other words,the indivisible part of xuyi,The
xuyi city promotional film about the lobster festivals has been played in CCTV
1 and CCTV news during the <thirty minutes news> programme for ten
seconds each day,from 1 May 2010 to 31 Jul 2010, which brings great fame on
yushilongxia.Xuyi government helds the international lobster festivals with
Audstralia,New Zealand,Switzerland in Jun 2008 and 2009.The governments agree
with each other to use the “Thirteen Sweet Lobsters” logo as the evidence of
live animals.The festivals show the world the charm of Chinese lobsters and
inspire people to eat lobsters.And the band is also processed from xuyi lobster
certification mark, xuyi lobster CI logo to xuyi lobster the protection of
geograghical indications. Yushilongxia has developed its domestic
well-knownbrand, Xuyi Thirteen Sweet Lobsters, and have an ambition to make it
international. However, the company lack the awareness of brand protection to
avoid imitation. Yushilongxia print its own brand when they provide processed
lobsters to Canada, New Zealand, Switzerland and other countries but use
clients’ brands when they provide raw lobsters abroad.
In some draft TV shows have the item called beautiful
countryside,the participants from xuyi will definitely mention yushilongxia. You
can find the video here.http://www.yushilongxia.com/about/?114.html
Yushilongxia has its own legendary family entrepreneurship story
which three brothers from countryside started from scratch step by step conqueringall
the disagreements and establish their own brand finally which value up to ￥64.5（$10.53）billion.
Unlike other advertisements appear directly on TV,lobster
companies in China prefer to choose the food and tourism programs to show their
local flavors made of lobsters and great lobsters breeding environment.
The consumption customof lobsters is not as extravagant as in
west countries. Companies advertised with the 2014 Brazil World Cup and other
sports competition to creat an civilian atmosphere of waching sports
competition on TV and eat lobsters by hand the same time.Take qianjianglongxia
for example,apart from the five local lobster festivals held every Jun since
2009 in qianjiang,HeBei. They also held an online game called” Lobsters Guess
the World Cup”, put forward that lobsters are the best food to enjoy with the
world cup,which influenced by the 2014 Brazil world Cup,inspired above 400
million people took part in it and got a ￥3000（$490）million sales.
Mystery shopping on Internet
Only hongdinghong,yusihlongxia have their
own enterprise website,and we mainly compare the quantity of the advertisements
via Video websites and the news reports here.
The news
reports consists of 4200 about yushilongxia, 4530 about qianjianglongxia, 66
aboutyikouxianglongxia.They focus on the assessment of the brands, chain to
join, culture events about lobster, people get ill because of eating lobster
grown in polluted river or lakes and so on.
