Summary of the News
This news article reports that Zhou Heiya, a leading brand in the marinated meat industry, has recently launched a new product: boneless duck feet that eliminate the need to chew or spit out bones. To promote this new product, the company launched a low-threshold, interactive challenge at its 886 stores nationwide. Customers who received a coupon through the company’s app in advance could go to the stores on September 12th and 13th, stretch their hands over a designated line, and receive a box of the new duck feet for free. Even if they failed the challenge, they would still get a 15% discount coupon for the product. Behind this initiative is Zhou Heiya’s success this year, which has seen a 19.5% increase in revenue and a 35.2% increase in total sales. The combination of the boneless duck feet and the interactive game is essentially an attempt to expand its popular product line and draw closer to younger consumers.
Detailed Analysis
1. The “trouble” of eating duck feet becomes a big business opportunity for Zhou Heiya
Many people may not realize that duck feet are actually quite tasty, but the main reason few people buy them is the hassle of dealing with the bones: having to find a trash can to dispose of bones while watching a show, getting their hands greasy from chewing them during a date, or secretly stuffing bones into a tissue at work. Zhou Heiya’s focus on creating boneless duck feet is not about introducing some “high-tech innovation” but rather solving a common problem that everyone faces. By removing the bones while preserving the crispy texture of the duck feet, the company has significantly expanded the scenarios in which these can be consumed. Now, duck feet can be enjoyed at the office during afternoon tea, at picnics, or as a snack with crayfish, attracting a large number of potential customers who were previously put off by the inconvenience.
2. The free duck feet promotion is a cost-effective marketing strategy
Although it seems like Zhou Heiya is giving away 10,000 boxes of duck feet for free, the actual cost is minimal. Even if all 10,000 boxes are given away, the cost per box is only a few yuan, for a total investment of around a hundred thousand yuan. The resulting foot traffic to the stores is well worth it. Many customers who wouldn’t have visited Zhou Heiya’s stores otherwise will do so just to get the free duck feet and might also buy some duck necks and drinks. Even if some customers fail the challenge, they will still use their discount coupon to purchase the product, effectively allowing tens of thousands of people to experience the new product for almost no cost. This approach has a much higher conversion rate than spending millions on advertising or distributing flyers.
3. Entering the boneless marinated meat market with a proven hit product
In the past two years, the most popular product in the marinated meat industry has been boneless chicken feet, with many brands generating hundreds of millions in sales annually. Zhou Heiya’s previous products either included boneless duck feet or were still in the early stages of development. By launching boneless duck feet, the company is tapping into a market segment it excels in. Existing customers who love the taste of black duck can easily accept the new product without any need for adjustment, making it easy to turn this into another best-selling item.
4. Rapid sales growth in half a year
Zhou Heiya has seen significant growth this year, with revenue increasing by 19.5% and total sales by 35.2% in the first half of 2026, ranking among the top performers in the industry. This success is due to a series of successful new products, such as the Tiger Skin Duck Feet and Fresh Marinated Duck Feet. The company’s strategy of continuously launching new products has led to higher repeat purchases, and the investment in the new boneless duck feet is a continuation of this successful approach.
5. The shift from “selling marinated meat” to “engaging with customers through interactive activities”
In the past, marinated meat brands competed based on the number of stores and prices. However, this approach no longer works for the post-95s and post-00s generations. Young consumers are looking for more than just taste; they want an enjoyable experience. Zhou Heiya’s simple and engaging game, where customers can win free duck feet by stretching their hands over a line, instantly enhances the brand’s image from a “plain duck neck seller” to one that is innovative and approachable. Such interactive experiences leave a lasting impression on young customers, helping to build a strong customer base.