How Marketing Managers Can Design a Successful 1‑Yuan Exchange QR‑Code Promotion (Case Study of Dongpeng Special Drink)

Define Business Objectives

Before planning a QR‑code activity, the planner must set a complete promotion plan that quickly activates the new product’s features and boosts its market share. The primary goal for a new‑product promotion is to increase exposure and market share. To achieve this, the planner should analyze the target market and competitors, define the consumer persona, and design differentiated QR‑code tactics that attract and retain the audience.

Next, the planner should budget the new‑product spend, allocate resources, and follow internal approval processes.

After goals and budget are clear, the planner selects appropriate locations based on user preferences, evaluates the feasibility of QR‑code strategies, and may start with pilot regions before scaling.

Develop Execution Strategy and Steps

Execution begins with detailed planning. New‑product promotions often leverage existing best‑selling products (“best‑seller brings new”) to accelerate market entry. The “1 yuan exchange” flow is: open‑cap scan → mini‑program lottery → coupon issuance → in‑store redemption.

Key steps:

Open‑cap scan : design packaging, place QR‑code copy, integrate bottle, cap, and box codes, and load code packages onto the production line.

Mini‑program lottery : capture consumer consent, direct traffic to a mini‑program where the lottery runs and coupons are stored.

Coupon issuance : use LSB technology to guide consumers to nearby redeemable stores based on location.

In‑store redemption : store scans the coupon, collects the 1 yuan fee, and processes reimbursement through the digital platform.

For terminal stores, the process includes receiving the 1 yuan, scanning the coupon, applying for reimbursement online, and receiving restocking support. Incentives such as extra return‑coupons for every 50 bottles redeemed encourage store participation.

Sales agents act as the front‑end and end‑point, promoting the activity to stores, assisting with redemption, and receiving performance‑based rewards.

Strategy Execution and Implementation

Before full rollout, conduct A/B testing of locations, QR‑code rules, and market response. For example, test regions A and B for 3‑6 months with varying cash‑reward ranges. Use the results to allocate resources to the higher‑performing region and refine the activity.

After testing, apply the “best‑seller brings new” tactic: pair the new product with a popular SKU, keep the exchange rule simple (pay 1 yuan for a new bottle), and adjust reward caps (e.g., increase cash reward ceiling) to boost participation.

During execution, monitor real‑time QR‑code data, adjust strategies promptly, and coordinate with technical teams to ensure a smooth consumer journey.

Business Data Review

Traditional promotions rely on post‑event manual data collection, which is delayed and error‑prone. The “1 yuan exchange” system digitizes the entire workflow, allowing real‑time dashboards that show metrics such as daily scan volume, scan rate changes, and estimated sales impact.

After the campaign, comprehensive data enables assessment of whether the promotion met its objectives, and informs adjustments to packaging, flavor, channels, or promotional tactics.

Conclusion

The “1 yuan exchange” QR‑code model is mature, but successful execution requires careful goal setting, market analysis, budget planning, location selection, detailed workflow design, incentive structures for stores and agents, A/B testing, and continuous data‑driven optimization.