| Jijihong Hotpot: Leveraging Social Media for Brand Repositioning |
| 作者姓名：William Wei, Kefa Yu, Tingyan Xiong, Yanling Zhang, Yuanjie Cai, Yu Cao, Junyao Hou |
| 商品類型：Case (Field) | 商品編號：W43999 |
| 出版日期：2025/07/02 | 內容長度：10 頁 |
During the 2020 pandemic, Jijihong Hotpot, a restaurant and food brand based in Nanchang, China, took the opportunity to reestablish itself in the market. After many brainstorming sessions, the team decided to reposition as a young hotpot brand for Generation Z. To achieve this, Jijihong Hotpot had to harness the potential of the social media landscape in China. With social media in mind as the key to its brand transformation, it was necessary to .....more
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| Jijihong Hotpot: Leveraging Social Media for Brand Repositioning - Teaching Note |
| 作者姓名：William Wei, Kefa Yu, Tingyan Xiong, Yanling Zhang, Yuanjie Cai, Yu Cao, Junyao Hou |
| | 商品編號：W44000 |
| 出版日期：2025/07/02 | 內容長度：20 頁 |
Teaching note for product W43999.
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