【Guy】You know, we talk a lot about brand building on this show, but here's something that might surprise you - one of China's biggest food companies just discovered that most consumers have no idea what they actually do. I'm talking about Zhengda, part of the CP Group, a massive agricultural giant that's been feeding China for decades. 【Ira】Wait, really? How is that even possible? I mean, if they're that big... 【Guy】That's exactly what caught my attention. So Zhengda brings in billions, they've got this incredible farm-to-table operation, they're in every major city across China. But when researchers from Atypica.AI actually sat down with consumers and asked "What comes to mind when you hear Zhengda?" - the answers were... well, let's just say they weren't what you'd expect from a food empire. 【Ira】Okay, now I'm curious. What were people actually saying? 【Guy】One marketing professional in Chengdu called them a "behind-the-scenes big player" - like they knew the name was important, but couldn't quite place it. A college student in the same city? She basically said "Oh yeah, big company, but I only buy it if it's the cheapest option." This is a company that's been in China for decades, and they're essentially invisible to the people buying their products. 【Ira】That's... that's actually kind of fascinating. So what did Atypica do? How do you even begin to solve a problem like that? 【Guy】Well, they started with a really smart insight. Instead of asking "How do we make people aware of our brand?" - which is what most companies would do - they asked "Who are the people that should care about our brand, and what do they actually need?" And that led them down this rabbit hole of consumer behavior that completely changed how Zhengda should think about their business. 【Ira】Hmm, so they flipped the question around. Tell me more about these people - who should care about Zhengda? 【Guy】This is where it gets really interesting. Atypica interviewed ten different types of Chinese consumers, from busy tech workers in Hangzhou to traditional grandmothers in Nanjing. And what they found was that the Chinese food market isn't just one big market - it's actually four completely different worlds, each with their own rules. 【Ira】Four different worlds? What do you mean? 【Guy】Okay, so imagine you're standing in a Chinese supermarket, and you're watching people shop for chicken or eggs. You might think they're all doing the same thing, but they're not. The first group - let's call them the "Safety-First Family Guardians" - they're reading every label, looking for certifications, willing to pay extra for brands they trust. One mother in Shanghai told the researchers, "My absolute priority is ensuring my daughter gets the best, especially when it comes to her health and nutrition." 【Ira】Right, so they're the quality-focused parents. 【Guy】Exactly. But then you've got this completely different group - the "Busy Urban Achievers." These are young professionals who are basically living on delivery apps and convenience foods. One software engineer in Hangzhou literally said "Convenience is number one, no question." He doesn't have time to read labels - he just wants food that's fast, safe, and doesn't require thinking about it. 【Ira】So one group obsesses over every detail, the other group just wants it to be easy. What about the other two? 【Guy】The third group is all about price - "Price-Driven Pragmatists." They know Zhengda is a big, safe company, but that doesn't matter if another brand is cheaper. And then there's this tiny but growing fourth group - "Wellness Optimizers" - who want organic, grass-fed, hormone-free everything. They're basically biohackers with grocery budgets. 【Ira】Okay, so four completely different types of shoppers. But here's what I don't get - if Zhengda is this massive, trusted company, why aren't they winning with at least some of these groups? 【Guy】That's the million-dollar question, right? And here's where Atypica's analysis gets really smart. They realized that Zhengda was actually perfect for one of these groups - those Safety-First Family Guardians. These consumers already trusted Zhengda, they loved the idea of a big company with farm-to-table control. One mother specifically mentioned how Zhengda's integrated supply chain made her "feel more secure." 【Ira】So they had a natural fit with the safety-conscious parents. But they weren't capitalizing on it? 【Guy】Not really. Because Zhengda was thinking like a B2B company, not a consumer brand. They were great at supplying chicken to restaurants and selling feed to farmers, but when it came to talking directly to consumers, they were practically invisible. That marketing professional in Chengdu had it right - they were this "behind-the-scenes big player." 【Ira】So what's the solution? How do you go from behind-the-scenes to front-and-center? 【Guy】This is where Atypica's recommendation gets really specific. They said Zhengda should double down on what they're already great at - safety and trust - but make it visible to consumers. Instead of being a faceless big company, become "Your Family's Safety Partner." Show people the farms, the supply chain, put QR codes on packages so parents can literally trace their chicken back to the source. 【Ira】That's smart. Appeal to that paranoia... I mean, that concern about food safety that Chinese parents have. 【Guy】Exactly. But here's the really clever part - they also said Zhengda shouldn't ignore those Busy Urban Achievers. That's a huge, growing market with serious spending power. The recommendation was to create a whole new product line - "Zhengda Kitchen" - focused on convenience without compromising on safety. Think premium air-fryer chicken, healthy ready-to-eat bowls, meal kits for people who want good food but don't have time to cook. 【Ira】So they're saying go after both markets, but with different strategies for each? 【Guy】Right. And they even mapped out how to do it. For the safety-conscious parents, partner with parenting influencers on WeChat, focus on hypermarkets where families shop. For the busy professionals, go digital - Douyin, food delivery apps, lifestyle content that shows how easy it is to eat well. 【Ira】You know what strikes me about this? It's not just about Zhengda. This feels like a case study for any established company that's good at what they do but invisible to consumers. 【Guy】That's exactly right. How many companies out there are killing it in B2B but consumers have no idea who they are? The research showed that brand awareness isn't just about recognition - it's about being memorable for the right reasons to the right people. 【Ira】And the timing feels important too. I mean, Chinese consumers are getting more sophisticated, more concerned about food safety, but also more convenience-focused. Zhengda was sitting on this perfect storm of trends and not really taking advantage. 【Guy】Absolutely. The researchers found that Zhengda's integrated supply chain - the thing that makes them successful as a business - is actually their biggest potential selling point to consumers. But only if they talk about it in a way that matters to real people. "Farm-to-table" isn't just a business model, it's peace of mind for parents. 【Ira】So what happens next? Did Zhengda actually implement these recommendations? 【Guy】Well, that's the thing about good research - it gives you the roadmap, but you still have to drive the car. What Atypica delivered wasn't just insights, it was a complete strategic playbook. They identified the target segments, created the positioning strategy, even outlined the marketing channels and product development priorities. 【Ira】It's like they gave them a GPS for brand building. 【Guy】Exactly. And you know what I find most interesting about this whole case? It shows how much consumers are willing to engage with brands that understand what they actually need. That Safety-First Family Guardian isn't just buying chicken - she's buying peace of mind for her family. The Busy Urban Achiever isn't just buying a meal - he's buying back his time. 【Ira】When you put it that way, it makes total sense. The product is just the vehicle for what people really want. 【Guy】Right. And for a company like Zhengda, this research basically revealed that they'd been building the right car all along - they just needed to tell people where it could take them. 【Ira】I have to say, this makes me think about all the times I've walked through a grocery store and bought something without really knowing who made it or why I should care. Maybe we're all missing these stories that are right there on the shelves. 【Guy】That's the thing - great brands aren't just products, they're promises. And sometimes the most powerful promises come from companies that have been keeping them all along, they just forgot to tell anyone about it. 【Ira】Well, thanks for sharing this story with us. It's given me a lot to think about the next time I'm standing in the frozen food aisle. 【Guy】And thanks to all of you for listening. Remember, behind every product on the shelf, there's usually a pretty interesting story about the people who make it and the people who buy it. You just have to know where to look.