{"id":49089,"date":"2026-01-09T10:04:50","date_gmt":"2026-01-09T10:04:50","guid":{"rendered":"https:\/\/daoinsights.com\/?p=49089"},"modified":"2026-01-12T06:02:43","modified_gmt":"2026-01-12T06:02:43","slug":"ganmaoling","status":"publish","type":"post","link":"https:\/\/daoinsights.com\/news\/ganmaoling\/","title":{"rendered":"How a Beijing windstorm became a marketing win for 999 Ganmaoling\u00a0"},"content":{"rendered":"\n<p>When strong winds hit Beijing earlier this month, they did their usual worst: knocking over anything not fixed down, causing colds and disrupting routines. Any marketer wrapped warm enough to brave the streets, though, would have been in for a treat courtesy of 999 Ganmaoling (999 \u611f\u5192\u7075). \u00a0<\/p>\n\n\n\n<p>They&#8217;re China\u2019s leading cold and flu medicine brand, and they capitalised on the weather with a spur-of-the-moment campaign that took the situation on with tongue-in-cheek humour.\u00a0\u00a0<\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" data-id=\"49091\" src=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/\u51c6\u5907\u98de\u5317\u4eac\uff0c\u771f\u7684\u90a3\u4e48\u5927\u98ce\u5417\uff1f\uff1f\uff1f\u5e7f\u544a\u724c\u90fd\u98de\u4e86_1_Wallfacer-35_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-1024x768.jpg\" alt=\"Ganmaoling\" class=\"wp-image-49091\" srcset=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/\u51c6\u5907\u98de\u5317\u4eac\uff0c\u771f\u7684\u90a3\u4e48\u5927\u98ce\u5417\uff1f\uff1f\uff1f\u5e7f\u544a\u724c\u90fd\u98de\u4e86_1_Wallfacer-35_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-1024x768.jpg 1024w, https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/\u51c6\u5907\u98de\u5317\u4eac\uff0c\u771f\u7684\u90a3\u4e48\u5927\u98ce\u5417\uff1f\uff1f\uff1f\u5e7f\u544a\u724c\u90fd\u98de\u4e86_1_Wallfacer-35_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-300x225.jpg 300w, https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/\u51c6\u5907\u98de\u5317\u4eac\uff0c\u771f\u7684\u90a3\u4e48\u5927\u98ce\u5417\uff1f\uff1f\uff1f\u5e7f\u544a\u724c\u90fd\u98de\u4e86_1_Wallfacer-35_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-768x576.jpg 768w, https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/\u51c6\u5907\u98de\u5317\u4eac\uff0c\u771f\u7684\u90a3\u4e48\u5927\u98ce\u5417\uff1f\uff1f\uff1f\u5e7f\u544a\u724c\u90fd\u98de\u4e86_1_Wallfacer-35_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-400x300.jpg 400w, https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/\u51c6\u5907\u98de\u5317\u4eac\uff0c\u771f\u7684\u90a3\u4e48\u5927\u98ce\u5417\uff1f\uff1f\uff1f\u5e7f\u544a\u724c\u90fd\u98de\u4e86_1_Wallfacer-35_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-800x600.jpg 800w, https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/\u51c6\u5907\u98de\u5317\u4eac\uff0c\u771f\u7684\u90a3\u4e48\u5927\u98ce\u5417\uff1f\uff1f\uff1f\u5e7f\u544a\u724c\u90fd\u98de\u4e86_1_Wallfacer-35_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248.jpg 1440w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" data-id=\"49092\" src=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/\u51c6\u5907\u98de\u5317\u4eac\uff0c\u771f\u7684\u90a3\u4e48\u5927\u98ce\u5417\uff1f\uff1f\uff1f\u5e7f\u544a\u724c\u90fd\u98de\u4e86_5_Wallfacer-35_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-1024x683.jpg\" alt=\"Ganmaoling\" class=\"wp-image-49092\" srcset=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/\u51c6\u5907\u98de\u5317\u4eac\uff0c\u771f\u7684\u90a3\u4e48\u5927\u98ce\u5417\uff1f\uff1f\uff1f\u5e7f\u544a\u724c\u90fd\u98de\u4e86_5_Wallfacer-35_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-1024x683.jpg 1024w, https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/\u51c6\u5907\u98de\u5317\u4eac\uff0c\u771f\u7684\u90a3\u4e48\u5927\u98ce\u5417\uff1f\uff1f\uff1f\u5e7f\u544a\u724c\u90fd\u98de\u4e86_5_Wallfacer-35_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-300x200.jpg 300w, https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/\u51c6\u5907\u98de\u5317\u4eac\uff0c\u771f\u7684\u90a3\u4e48\u5927\u98ce\u5417\uff1f\uff1f\uff1f\u5e7f\u544a\u724c\u90fd\u98de\u4e86_5_Wallfacer-35_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-768x512.jpg 768w, https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/\u51c6\u5907\u98de\u5317\u4eac\uff0c\u771f\u7684\u90a3\u4e48\u5927\u98ce\u5417\uff1f\uff1f\uff1f\u5e7f\u544a\u724c\u90fd\u98de\u4e86_5_Wallfacer-35_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-1536x1025.jpg 1536w, https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/\u51c6\u5907\u98de\u5317\u4eac\uff0c\u771f\u7684\u90a3\u4e48\u5927\u98ce\u5417\uff1f\uff1f\uff1f\u5e7f\u544a\u724c\u90fd\u98de\u4e86_5_Wallfacer-35_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-400x267.jpg 400w, https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/\u51c6\u5907\u98de\u5317\u4eac\uff0c\u771f\u7684\u90a3\u4e48\u5927\u98ce\u5417\uff1f\uff1f\uff1f\u5e7f\u544a\u724c\u90fd\u98de\u4e86_5_Wallfacer-35_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-800x534.jpg 800w, https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/\u51c6\u5907\u98de\u5317\u4eac\uff0c\u771f\u7684\u90a3\u4e48\u5927\u98ce\u5417\uff1f\uff1f\uff1f\u5e7f\u544a\u724c\u90fd\u98de\u4e86_5_Wallfacer-35_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248.jpg 1619w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<figcaption class=\"blocks-gallery-caption wp-element-caption\"><sub>Images: Rednote\/Wallfacer 35<\/sub><\/figcaption><\/figure>\n\n\n\n<p>They wrapped banners around trees and knocked their own billboards into wonky angles, all replicating the effects of a windstorm. The ad copy across it all: a reminder to keep warm. It was topical without being loud, and empathetic without leaning into melodrama.&nbsp;<\/p>\n\n\n\n<p><strong>This isn\u2019t Ganmaoling\u2019s first rodeo. They\u2019ve shown themselves adept at topical, fast-paced marketing before. <\/strong>During northern China\u2019s snowfall season late last year, the brand took over city-centre screens to display the same message. That time, the <em>keep-warm<\/em> sentiment was presented in the form of letters from far-off parents.\u00a0\u00a0<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"683\" height=\"1024\" src=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/\u5317\u4eac\u5b69\u5b50\uff0cLets-\u6696\u6696\u8fc7\u51ac\uff01_1_999\u611f\u5192\u7075_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-683x1024.jpg\" alt=\"Ganmaoling\" class=\"wp-image-49093\" srcset=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/\u5317\u4eac\u5b69\u5b50\uff0cLets-\u6696\u6696\u8fc7\u51ac\uff01_1_999\u611f\u5192\u7075_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-683x1024.jpg 683w, https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/\u5317\u4eac\u5b69\u5b50\uff0cLets-\u6696\u6696\u8fc7\u51ac\uff01_1_999\u611f\u5192\u7075_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-200x300.jpg 200w, https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/\u5317\u4eac\u5b69\u5b50\uff0cLets-\u6696\u6696\u8fc7\u51ac\uff01_1_999\u611f\u5192\u7075_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-768x1151.jpg 768w, https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/\u5317\u4eac\u5b69\u5b50\uff0cLets-\u6696\u6696\u8fc7\u51ac\uff01_1_999\u611f\u5192\u7075_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-1025x1536.jpg 1025w, https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/\u5317\u4eac\u5b69\u5b50\uff0cLets-\u6696\u6696\u8fc7\u51ac\uff01_1_999\u611f\u5192\u7075_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-400x600.jpg 400w, https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/\u5317\u4eac\u5b69\u5b50\uff0cLets-\u6696\u6696\u8fc7\u51ac\uff01_1_999\u611f\u5192\u7075_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-800x1199.jpg 800w, https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/\u5317\u4eac\u5b69\u5b50\uff0cLets-\u6696\u6696\u8fc7\u51ac\uff01_1_999\u611f\u5192\u7075_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248.jpg 1080w\" sizes=\"auto, (max-width: 683px) 100vw, 683px\" \/><figcaption class=\"wp-element-caption\"><sub>Image: Rednote\/999\u611f\u5192\u7075<\/sub><\/figcaption><\/figure>\n\n\n\n<p>On the brand\u2019s annual health awareness day in March, Ganmaoling leaned into physical participation, encouraging commuters to interact with sports-themed posters that subtly folded exercise advice into the act of engagement itself.&nbsp;<\/p>\n\n\n\n<p><strong>It\u2019s all very simple, and that\u2019s a large part of the charm. <\/strong>You can\u2019t overlook the fact that the message is always caring, paternal. Coming from a company whose product helps you when you\u2019re at your lowest \u2013 coughing and spluttering through the flu \u2013 it\u2019s a sentiment. At its core, Ganmaoling is trying to appear human.\u00a0\u00a0<\/p>\n\n\n\n<p>Fast marketing helps here. <a href=\"https:\/\/daoinsights.com\/works\/jd-healths-red-apple-campaign\/\" target=\"_blank\" rel=\"noreferrer noopener\">By making their campaigns timely and reactive, audiences feel like they\u2019re engaged in dialogue, not just having ads blasted at them<\/a>. It\u2019s a smart approach. Sometimes, showing up at exactly the right time is the most effective creative decision of all.\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>When strong winds hit Beijing earlier this month, they did their usual worst: knocking over anything not fixed down, causing colds and disrupting routines. Any marketer wrapped warm enough to brave the streets, though, would have been in for a treat courtesy of 999 Ganmaoling (999 \u611f\u5192\u7075). \u00a0 They&#8217;re China\u2019s leading cold and flu medicine [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":49090,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[2],"tags":[62],"class_list":["post-49089","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-news-marketing-branding","has-thumbnail"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How a Beijing windstorm became a win for 999 Ganmaoling\u00a0<\/title>\n<meta name=\"description\" content=\"Ganmaoling, China&#039;s top cold and flu medicine brand, took on a windstorm to deliver an 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