Case Study: The Rise and Stagnation of KENGNAMPING WITH LEPAN - A Comparative Analysis of Market Adaptation

Case Background

In the dynamic landscape of China's consumer market, the story of "KENGNAMPING WITH LEPAN" (a placeholder name for a hypothetical, illustrative brand) serves as a compelling case study. Emerging around 2018, the brand initially captured significant attention by positioning itself at the intersection of two powerful trends: the nostalgic revival of classic Chinese snack aesthetics ("KENGNAMPING") and the modern, internet-savvy, playful communication style embodied by "LEPAN." The brand targeted young, urban Chinese consumers, primarily through Tier 1 cities like Shanghai, Beijing, and Shenzhen. Its initial product line reimagined traditional baked goods with contemporary flavors and minimalist, photogenic packaging designed for social media sharing. The core challenge it faced, and which forms the basis of this analysis, was sustaining initial viral success in a market where consumer loyalty is fleeting and competition is intense. This case will be examined through a comparative lens, contrasting its strategies with both successful enduring brands and other short-lived "internet-famous" products.

Process详解

The brand's journey can be broken down into distinct phases, each marked by strategic choices that can be compared to alternative approaches.

Phase 1: Viral Launch (2018-2019). KENGNAMPING WITH LEPAN's launch was a masterclass in digital marketing. It leveraged Key Opinion Leaders (KOLs) on Xiaohongshu (Little Red Book) and Douyin (TikTok) to create a buzz. Its first physical pop-up store in Shanghai generated long queues, a phenomenon heavily documented online. This "hype-driven" launch strategy was similar to other internet-born brands like Heytea in its early days, which also used scarcity and social proof. However, unlike Heytea which quickly scaled its store footprint, KENGNAMPING remained limited in physical presence.

Phase 2: Expansion & Diversification (2020-2021). Capitalizing on its fame, the brand expanded its product line rapidly, introducing seasonal items, beverage collaborations, and limited-edition packaging. This mirrored the strategy of a brand like Li-Ning, which successfully used designer collaborations to rejuvenate its image. However, a key difference emerged. Li-Ning's collaborations were backed by consistent quality and a clear brand narrative of "Chinese style." KENGNAMPING's expansions were perceived as disjointed; the core product quality sometimes became inconsistent, and the "LEPAN" personality felt increasingly forced as the brand scaled.

Phase 3: Plateau and Challenges (2022-Present). The brand faced a saturated market. Newer, more niche competitors emerged. Repeat purchase rates declined. The brand attempted to lower prices and run frequent discounts, entering a promotional war common on platforms like Pinduoduo. This move contrasted sharply with the strategy of a brand like Manner Coffee, which maintained a focus on core product value and efficient operations despite competition. KENGNAMPING's foray into deep discounts eroded its premium, trendy image without significantly growing its base. Its online engagement metrics began to stagnate.

经验总结

The comparative analysis reveals critical factors behind the brand's trajectory.

Success Factors (Initial Phase):
1. Precise Trend Fusion: Successfully identifying and combining two potent cultural codes (nostalgia and internet meme culture).
2. Channel-First Strategy: Perfect alignment with the content consumption and sharing habits of its target demographic on specific Chinese social media platforms.
3. Scarcity and Hype: Effective use of pop-up stores and limited releases to drive urgency and online visibility.

Reasons for Stagnation (Comparative Failures):
1. Depth vs. Breadth: Unlike enduring brands that deepen a core product or identity, KENGNAMPING prioritized broad, rapid SKU expansion, diluting its brand focus. The comparison with Manner Coffee highlights the strength of a focused, quality-consistent core offering.
2. Gimmick vs. Substance: The "LEPAN" persona was an excellent marketing gimmick but was not deeply integrated into a sustainable brand story or product innovation pipeline. In contrast, Li-Ning's "Chinese style" is embedded in product design and technology.
3. Hype Management vs. Value Building: The brand excelled at generating initial hype but struggled to transition to building long-term customer value based on consistent quality and experience. Its shift to discounting was a reactive move, contrasting with proactive value-building strategies seen in more resilient brands.
4. Omnichannel Neglect: Over-reliance on online hype and under-investment in a coherent, scalable offline experience and supply chain robustness.

启示与借鉴

For entrepreneurs and marketers, particularly beginners, the KENGNAMPING WITH LEPAN case offers clear, replicable lessons:

1. Build a Bridge from Hype to Habit. Viral launch strategies are a powerful engine for awareness, but they must be connected to a reliable, high-quality product and purchase experience that encourages routine repurchase. Plan the "Day 2" strategy alongside the launch campaign.

2. Anchor on a "Core" Before Expanding. Before diversifying, establish one hero product or brand attribute that is unmistakably excellent and synonymous with your name. Every expansion should feel like a logical extension of this core, not a distraction.

3. Integrate Personality with Product. A brand character or story must be more than a marketing tagline; it should be authentically reflected in product development, customer service, and every touchpoint. The personality should evolve but remain coherent.

4. Value Discipline Over Reactive Tactics. In the face of competition, doubling down on your unique value proposition is often more effective than engaging in price wars that damage brand equity. Understand what your loyal customers value most and protect that.

5. Balance Digital and Physical Realities. In China's market, online buzz and offline fulfillment are two sides of the same coin. A seamless omnichannel strategy that delivers on the promises made online is non-negotiable for long-term success.

In conclusion, KENGNAMPING WITH LEPAN exemplifies a common modern business narrative: spectacular initial success fueled by digital culture, followed by challenges in institutionalizing that success. The comparative analysis with other brand strategies shows that the transition from being "internet-famous" to being "consumer-essential" requires a deliberate shift from marketing-led tactics to brand- and operations-led strategy.