【小样是哪个国家的品牌？】

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好彩头旗下子品牌，主打健康型乳酸菌饮料产品，集研发、生产、销售为一体的品牌企业，其中以小样小乳酸、小样酸Q糖备受欢迎

“小样”作为好彩头打造的子品牌，从一开始就有着话题性的基因。很多年轻人熟悉“小样”的名字是从电视剧《我的青春谁做主》开始的，所以当好彩头推出“小样”品牌时，即以很快的速度引起了轰动。加之，“小样”一词也是东北民间俗语，如今流行全国，是一种爱且有情趣的昵称。同时也是朋友间的一种愉快的挑衅，可以活跃氛围加深友谊。这些背景都为“小样”品牌的传播带来丰厚的土壤。

而选择“小样”作为品牌名，也是基于企业对酸Q糖这款产品的味道、口感、外形的特殊性而来的，酸Q糖在酸度上要比其他同类产品都高，让喜欢酸的人们欲罢不能，同时其口感又比一般的软糖更有弹性，而外层包裹了砂糖之后，每一个糖块都玲珑剔透。一个Q字表达的是“小巧”又是“超弹”，而“小样”也是小小的，但很个性、顽强、倔强，正好贴合了产品特性。

同时，酸Q糖的目标消费群是80、90后的年轻人群，而“小样”一词随着电视剧和娱乐东北风的大热，而在这一人群中得到了广泛的提及和认可，流行度很高。80、90后的年轻人群，是有主见的一代，他们有更开阔的眼界，活力四射，也经受着比父辈更艰巨的社会压力，所以他们在性格上有反叛、自嘲的一面，勇敢地去表达自己的个性和主张，勇于把握自己的人生方向。而他们与现实与父辈预设的轨道抗争的同时，又会偶尔自嘲，并继续坚强向前。好彩头正是要影响这样的一群人，要用他们喜欢的方式与他们沟通，于是好彩头和小样相遇了，并迸出了不一样的火花。

小样就是青春、勇敢、独立

之后，我们为小样确定了“我是小样，我就这样”的品牌主张，并邀请王珞丹担任小样的代言人，拍摄了充满朝气的广告片。王珞丹独立和不服输的个性，洋溢着青春朝气的气质，很好的诠释了小样品牌的内涵—青春、个性、勇敢、坚强、倔强、独立……

同时，好彩头也从小样品牌衍生出拟人化的“小样君”形象，启发消费者对号入座，关注小样，接受小样，认同小样，在小样君身上看到自己，成为小样的忠实粉丝，关注小样的一切行动。

好彩头在将小样君形象通过网络进行社会化营销，告诉人们，大多数人的生活变得循规蹈矩，没有自我，没有灵魂，没有信仰时，当大多数人思想固化，甘愿做生活的奴隶时，小样君从不是这样。小样对生活的执着，让他毅然选择一条与众不同的道路。活出自我，我的生活由我做主。

不管是广告片还是小样君，好彩头对小样品牌营销传播都一直遵守着俏皮、灵动、叛逆的语言风格，让小样的自我色彩更加的鲜明。在这样桀骜不驯的言辞之下，又并非为了口号而口号，而是在倡导当代年轻人对自我意识的强化，鼓励年轻人培养自己的独立意识，勇于向世人宣告自己的独立自主。我是小样，但是我有我小样的样，我敢做，也敢为，为了捍卫自我独立，我不怕因“与众不同”而遭来的非议，小样也更有勇气去承担自己的所作所为。处处为人们展现小样俏皮、活泼、勇敢与叛逆，却也不失自我思考的形象。达成在目标消费群中的认同，让他们成为小样的忠实粉丝。

用正能量感召年轻一代

而到了2014年，好彩头的“小样小乳酸”、“小样酸楂楂”陆续推出，虽然两个产品都跨品类，但好彩头却都以“小样”品牌为他们命名，看似无关系的产品，却通过小样品牌联系起来，好彩头希望这两款产品以共同的酸甜口味，构筑小样品牌在味道上的共性和独特性，让大家一想到‘小样’，就能联想到好彩头产品和品牌体现出的俏皮、活泼、勇敢与独立，却也不失自我思考的形象，这种用口味区隔品牌的方法，加强品牌记忆点，从此为品牌贴上了与众不同的标签。

打造俏皮、活泼、勇敢与独立的小样品牌形象的战略也奠定了小样品牌线上线下传播的基调，让小样在与消费者对话中，不断升华，不断用正能量感召年轻的一代，与他们一起创造美好！

英文翻译：The sub brand of haocaitou mainly focuses on healthy lactobacillus beverage products, and is a brand enterprise integrating R & D, production and sales. Among them, small sample of small lactic acid and small sample of sour q-sugar are popular "small sample" as the sub brand of haocaitou, which has a topic gene from the beginning. Many young people are familiar with the name of "small sample" from the TV series "who is the master of my youth", so when a good head launched the "small sample" brand, it caused a sensation at a very fast speed. In addition, the word "Xiaoxiang" is also a folk saying in Northeast China. Now it is popular all over the country. It is a nickname with love and interest. At the same time, it is also a pleasant provocation among friends, which can activate the atmosphere and deepen friendship. These backgrounds bring rich soil for the spread of "small sample" brand. The selection of "small sample" as the brand name is also based on the particularity of the taste, taste and appearance of sour q-sugar. Sour q-sugar is higher in acidity than other similar products, which makes people who like sour can't stop. At the same time, its taste is more elastic than ordinary soft sugar. After the outer layer is wrapped with sugar, each sugar block is exquisite. A Q word expresses "small" and "super elastic", and "small sample" is also small, but it is very personal, tenacious, stubborn, just fit the product characteristics. At the same time, the target consumer group of sour Q sugar is the post-80s and post-90s young people, and the word "small sample" has been widely mentioned and recognized in this group with the popularity of TV dramas and entertainment northeast wind. The post-80s and post-90s young people are the generation with their own ideas. They have a broader vision, are full of vitality, and are under more difficult social pressure than their parents. Therefore, they are rebellious and self mocking in their character. They are brave to express their personality and opinions, and dare to hold their own life direction. While they fight against the reality and the preset track of their parents, they will occasionally laugh at themselves and continue to forge ahead. Good lottery is to influence such a group of people, to communicate with them in the way they like, so good lottery and small sample meet, and burst out different sparks. After being young, brave and independent, we determined the brand idea of "I'm a sample, I'm just like this" for the sample, and invited Wang Luodan to act as the spokesperson of the sample, and made a vibrant advertising film. Wang Luodan's independent and unyielding personality is full of youthful temperament, which well explains the connotation of small brand - youth, personality, bravery, firmness, stubbornness, independence At the same time, haocaitou also derives the personified image of "xiaoxiangjun" from Xiaoxiang brand, which inspires consumers to take their seats, pay attention to the Xiaoxiang, accept the Xiaoxiang, identify with the Xiaoxiang, see themselves in xiaoxiangjun, become a loyal fan of Xiaoxiang, and pay attention to all the actions of Xiaoxiang. Good lottery head is socializing the image of Xiaoxiang Jun through the Internet, telling people that when most people's lives become routine, have no self, no soul and no faith, when most people's thoughts are solidified and willing to be slaves of life, Xiaoxiang Jun is never like this. Small sample's persistence in life makes him resolutely choose a different road. To live my life, I am the master. No matter it's a commercial film or a small sample, haocaitou always abides by the language style of playfulness, nimbleness and treason, which makes the small sample's self color more distinct. Under such defiant words, it is not for slogans, but to advocate the strengthening of self-consciousness of contemporary young people, encourage them to cultivate their own independent consciousness, and dare to declare their independence to the world. I am a small sample, but I have my own small sample. I dare to do it or do it. In order to defend my independence, I am not afraid of the criticism caused by "being different", and the small sample has more courage to undertake its own actions. Everywhere for people to show small playful, lively, brave and rebellious, but also the image of self thinking. Achieve the recognition in the target consumer group and make them become loyal fans of the sample. In 2014, the "small sample of lactic acid" and "small sample of Hawthorn" of haocaitou were launched one after another. Although the two products span different categories, haocaitou was named after the "small sample" brand. Seemingly unrelated products are connected through the small sample brand. Haocaitou hopes that the two products will build a small sample brand with common sour and sweet taste The commonness and uniqueness of the taste make you think of the "small sample", and you can think of the playful, lively, brave and independent image reflected by the good color head products and brands, but also the image of self thinking. This method of separating brands by taste strengthens the brand memory point, and thus puts a distinctive label on the brand. The strategy of creating a playful, lively, brave and independent sample brand image has also laid the tone of online and offline communication of the sample brand, so that the sample can constantly sublimate in the dialogue with consumers, and constantly inspire the young generation with positive energy, and create a beautiful together with them!

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