Jijihong Hotpot: Leveraging Social Media for Brand Repositioning

William Wei, Kefa Yu, Tingyan Xiong, Yanling Zhang, Yuanjie Cai, Yu Cao, Junyao Hou

Product #:W43999

Supplier:Ivey

Discipline:Marketing, Strategy

Setting:China, 2023

Details:Case (PDF) • 10 pages • 2025-07-02

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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?

Learning Objectives

This case is applicable to undergraduate courses on brand positioning and marketing promotion in digital marketing, brand management, and strategic brand management. It is best suited to the middle and late periods of these courses, allowing students to comprehensively analyze the case content by using all the knowledge about digital marketing and brand positioning learned earlier in the semester. After working through the case and assignment questions, students will be able to do the following:

Develop a deep understanding of the differences between social media promotion and traditional media promotion.
Master the concept, characteristics, and mechanisms of social media in brand marketing.
Gain insight into the consumer psychology and behaviour of Generation Z consumer groups and understand their characteristics and influencing factors.
Fully grasp the 5A marketing model’s five key stages—Aware, Appeal, Ask, Act, and Advocate—and use the model flexibly to solve practical marketing problems.
Understand the theory of content marketing and traffic operation, accurately grasp its concept, its core elements, the various modes and strategies of each link, and understand its key role in digital market.

Jijihong Hotpot: Leveraging Social Media for Brand Repositioning

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Learning Objectives