Here Today, How to Stay Tomorrow

People waiting in line for “dirty dirty bread,” a chocolate croissant. Photo: Sohu.

People waiting in line for “dirty dirty bread,” a chocolate croissant. Photo: Sohu.

Consumers in China are increasingly mercurial when it comes to the latest online food trends: willing to wait three hours in line for a chocolate croissant, but equally likely to move onto the next big thing the next week.

Taste Collective_making dirty bread_shanghai.gif

Chicecream, the top-selling ice-cream maker on Tmall with its daily sales exceeding RMB4.6m (USD682,000) during the Double 11 shopping event in 2018, exemplifies this sensitive transition from internet sensation to trusted brand.

Only a few people waiting in line for the second Lady M store opened in Shanghai. Photo: 163.com.

Only a few people waiting in line for the second Lady M store opened in Shanghai. Photo: 163.com.


Chicecream CEO Frank Lin recently provided four steps to turn brands from “a temporal hype” to a rational purchase. In a nutshell, the success of Chicecream centers on the extension of its eye-grabbing uniqueness into a lasting competitiveness by ensuring the quality of its products and constantly innovating. There are plenty of internet-famous products that haven’t been so lucky, or careful after their transient bloom. The “dirty dirty bread” fever broke once and the allure of dirty hands faded.

Tile-shaped ice cream sold Chicecream went viral among Chinese consumers. Photo: Foodnavigator-Asia

Tile-shaped ice cream sold Chicecream went viral among Chinese consumers. Photo: Foodnavigator-Asia


Brands should look beyond the enticing trappings of temporary success, and proactively seek to understand and expand their core competitiveness. Online sensations live on curiosity, but lasting success survives on loyalty.


Taste_Collective_Taste_Buds

About Us

Established in 2018, Taste Collective is a marketing and brand strategy consultancy for food and beverage brands in China. Headquartered in Shanghai, Taste Collective has a combined 20+ years working in the hospitality and marketing sectors, with focus on experience-driven solutions for brands to build deeper connectivity with their audience.

Take the next step and send us a message - we can’t wait to hear from you.