Why Dongpeng’s 1‑Yuan Exchange Uses Two Redemption Modes to Fit Different Retail Terminals

In the fast‑moving consumer goods (FMCG) sector, Dongpeng Special Drink’s “1‑Yuan exchange” promotion is considered a benchmark because it links consumers, retailers, and the brand through a “one‑code‑one‑product” system. The promotion, however, appears in two distinct redemption formats on product packaging: a clear “1‑Yuan enjoy” label and a “scan to receive 4 Yuan red packet” label.

Dual Redemption Modes

The two formats correspond to two redemption mechanisms:

Explicit redemption + terminal verification – the consumer scans a QR code on the bottle cap, the retailer registers the win in the “Universal Retail Assistant” mini‑program, and the consumer pays 1 Yuan to receive a new product.

Unlockable red‑packet – the consumer receives a virtual red packet after the first purchase, which can only be unlocked by buying a second qualifying product and scanning its code.

Why Two Modes?

Offline retail terminals vary widely in size, ownership, and operating procedures, leading to differing levels of willingness to cooperate with brand promotions. Small independent stores (often family‑run) have high autonomy and are eager to adopt tools like the Universal Retail Assistant because the activity brings direct foot‑traffic and a modest 1 Yuan incentive. In contrast, large chain convenience stores operate under strict, centralized approval processes; adding a scan‑verification step would require headquarters approval, increasing time and cost.

Consequently, a single, deep‑integration redemption model would encounter resistance in low‑cooperation channels, causing consumers to be unable to redeem the prize and harming the overall campaign experience.

Mode 1: Terminal Scan Verification

For high‑cooperation terminals, Dongpeng pushes the scan‑verification flow:

Consumer opens the bottle, sees the winning information.

Consumer brings the cap to a participating store.

Store staff scans the QR code via the Universal Retail Assistant, the consumer pays 1 Yuan, and receives a new product.

This approach offers immediate, tangible rewards for consumers and a 1 Yuan rebate plus verification‑rebate for the retailer, strengthening the retailer‑brand relationship and encouraging digital adoption.

Mode 2: Unlockable Red‑Packet

For low‑cooperation terminals (large chains, standardized stores), the brand uses the unlockable red‑packet model:

After the first purchase, the consumer scans the bottle or cap and receives a virtual red packet.

The red packet cannot be used immediately; the consumer must purchase a second qualifying product and scan its code to unlock the amount.

The red‑packet amount is typically set to cover the price difference beyond the 1 Yuan, effectively achieving a second‑bottle exchange.

This design bypasses retailer involvement, lowers entry barriers for chain stores, and simultaneously boosts repurchase rates.

Why Not Use Only the Unlockable Model?

Although the unlockable red‑packet simplifies operations, it provides limited support for the brand’s strategic goal of terminal digitization. The scan‑verification mode forces retailers to register the Universal Retail Assistant, complete identity verification, and handle redemption transactions, thereby driving digital onboarding, data collection, and precise channel management.

Once a critical mass of terminals is digitized, the brand can push tasks (e.g., shelf‑placement standards, promotional policies) directly through the mini‑program, monitor real‑time execution, and automate incentive settlement, reducing information loss, execution opacity, and cost inefficiencies.

Evaluation Framework for Other Brands

The article proposes a decision tree based on three dimensions:

Activity purpose – short‑term sales boost, data acquisition, channel digitization, or cost‑efficient media spend.

Consumer characteristics – age, smartphone proficiency, and willingness to engage with QR‑code workflows.

Terminal cooperation level – high‑cooperation independent stores vs. low‑cooperation standardized chains.

Brands should match the redemption mode to these factors, possibly adopting a hybrid rollout: start with high‑cooperation terminals to accelerate digitization, then expand coverage with the unlockable model.

Conclusion

Dongpeng’s dual‑mode design is a precise response to the heterogeneous offline channel ecosystem. The explicit scan‑verification mode serves as a catalyst for retailer digital transformation, while the unlockable red‑packet mode guarantees broad market reach and smooth consumer experience. Together they form a cohesive system that aligns consumer convenience with the brand’s long‑term channel‑management strategy.