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 analyze each platform in terms of Jijihong Hotpot's customer base and decide how it would allocate its limited resources. How could it formulate targeted marketing strategies to achieve its goal?
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