Nong Chun Xiang Revolutionised Customer Journey with Omnichat’s Automated Marketing Solution, Unlocking Over 70 ROAS

Nong Chun Xiang, a prominent name in maternal and infant nutrition, excels in offering premium products tailored for mothers, babies, and families. Their diverse range of shelf-stable health foods, including essence of chicken, essence of perch, and baby porridge , has cemented their reputation for quality and care by delivering exceptional products and dedicated service. Nong Chun Xiang, owned by the food processing factory Jicond Foods, has embraced digital transformation by launching an e-commerce platform and actively engaging across different channels to boost social commerce and drive conversions.

The renowned Taiwanese brand, Nong Chun Xiang, is not only a leader in the local market but has also successfully expanded its presence with 9 counters in Hong Kong. What’s more, the brand has cultivated a loyal community of tens of thousands on Facebook, showcasing exceptional results in social media marketing. To further solidify its leading position in the industry, Nong Chun Xiang partnered with Omnichat to integrate its LINE Official Account, optimising customer experiences through personalised customer services, targeted segmentation for broadcasts, and innovative LINE marketing strategies.

Rather than simply promoting products, the brand utilises Martech tools to connect with customers on a deeper level, offering tailored care to new mothers and elderly consumers. This empathetic, human-centred marketing approach not only meets customer needs but also drives repeat purchases, fostering customer trust and loyalty while solidifying Nong Chun Xiang’s exceptional reputation.

From traditional frozen food manufacturer to a trusted companion for families

Evolving from its roots as a frozen food brand under Jicond Foods, Nong Chun Xiang carries profound significance in its name:

• Nong (Agriculture): Reflecting a commitment to sustainable land use and a passion for creating delicious, nourishing food.
• Chun (Purity): Embodying kindness and a dedication to social responsibility, aiming to spread warmth and goodwill.
• Xiang (Hometown): Symbolising steadfast companionship, the brand supports families at every stage of life.

Understanding the needs of its core audience—busy, working mothers—the brand has built a predominantly female workforce, with many employees being mothers themselves. This unique dynamic allows Nong Chun Xiang to truly connect with its customers, ensuring every mother feels supported and confident in her journey, backed by a brand that genuinely understands their needs.

Nong Chun Xiang elevated customer engagement with Omnichat, boosting conversion with highly effective broadcast tools

Renowned for its high-quality products and exceptional customer service, Nong Chun Xiang has built a loyal customer base and a strong market reputation. Since LINE requires users to add friends before sending messages, increasing the number of LINE friends on LINE Official Accounts is crucial for businesses. After launching its LINE Official Account, the brand has attracted nearly 90,000 followers, leveraging LINE’s high engagement and retention rates as a key conversion channel. By seamlessly converting website visitors into LINE friends and maintaining continuous interactions, Nong Chun Xiang aims to elevate the customer experience and drive sales growth.

However, as part of its digital transformation, the brand faced challenges in managing multiple communication channels—including Facebook, Instagram, LINE, website live chat, and email—placing a significant strain on its customer service team. To streamline operations, Nong Chun Xiang implemented Omnichat’s SaaS solution, consolidating all social channels into a single platform. With features such as automated chatbots and keyword auto-replies, the brand has dramatically reduced workload, improved response efficiency, and enhanced overall customer service quality.

Tailored broadcast features: Driving conversions with precision marketing

Despite having partnered with Omnichat for only a short period, Nong Chun Xiang has already witnessed significant results. Omnichat’s “website plugin tool” and its advanced “LINE broadcast feature” for mass messaging have successfully streamlined operations and improved efficiency.

Nong Chun Xiang’s team values Omnichat’s website pop-up messages, which strategically showcase tailored recommendations on the website. This approach not only boosted conversion rates but also effectively guided visitors toward relevant products.

Unlike LINE’s built-in broadcasting feature, targeted LINE Broadcasts allows precise targeting by excluding existing customers from promotional messages. By leveraging customer tagging, the brand gained deeper insights into customer preferences, ensuring that marketing messages are highly relevant, personalised, and non-intrusive. This data-driven approach has helped retain loyal customers, attract new ones, and maximise revenue while reducing marketing costs.

Boost CS Efficiency with saved replies and product guidance for a personalised Customer Experience

Nong Chun Xiang’s customer service team focuses on two core areas:

• Product enquiries: Handling common questions about products, returns, sales channels, and promotions. During peak campaign periods, manually addressing these repetitive queries was time-consuming and overwhelming.
• Personalised product recommendations: Customers frequently seek guidance on selecting the right products for post-surgery recovery, postpartum care, baby nutrition, and general well-being. Previously, customer service could only provide standard product links, which lacked engagement and persuasive appeal.

To overcome these challenges, Nong Chun Xiang leveraged Omnichat’s advanced customer service tools, delivering a more efficient and engaging shopping experience. By utilising Omnichat’s saved replies feature, automated responses were promptly dispatched to address frequently asked questions, ensuring fast, consistent, and professional support for our customers. Furthermore, delivering product referral links allowed the customer service team to share image-based product recommendations, making the shopping journey more interactive, engaging, and persuasive. The team also highlighted Omnichat’s product referral feature as a standout tool for boosting conversions, outperforming other systems they have used.

Utilise Chatbots to deliver personalised marketing journeys and strengthen post-purchase engagement

Nong Chun Xiang has harnessed the power of automated chatbot marketing journeys to drive real-time, targeted engagement. These personalised journeys were designed to support various marketing initiatives, including LINE friend acquisition campaigns, department store promotions, and post-purchase follow-ups. The team also shared: “Our marketing journey marks a pivotal step into the world of Martech and AI. With automated settings, we can effortlessly engage our target consumer groups without the need for manual intervention.”

Among these, the most impactful has been the post-purchase customer care journey. The team emphasised: “Many of our customers are homemakers and new mothers, often juggling childcare with numerous concerns. By offering reassurance and thoughtful service, we help them feel more supported using our products. This thoughtful approach not only drove our sales performance but also built a strong, positive reputation.”

For instance, after a customer purchases baby porridge, the system automatically sends a message three days after delivery with storage tips and FAQs, addressing common concerns among new mothers. As the product’s usage cycle nears completion, Omnichat’s system proactively reminds potential repurchasing buyers, achieving an impressive ROAS of over 70.

New IP collaboration in Taiwan: Ultraman Meet & Greet with Gamified experience to enhance OMO engagement

Nong Chun Xiang has consistently led the way in marketing, from celebrity endorsements—such as Hannah Quinlivan for postpartum care and Janet Hsieh for essence of chicken—to strategic collaborations that strengthen brand identity.

This year, the brand made another breakthrough by partnering with Japan’s legendary Ultraman IP, launching two probiotic products and hosting three exclusive meet-and-greet events. By leveraging Ultraman’s heroic and energetic image, the campaign reinforced the key benefits of the probiotic products —health, growth, and strength—while attracting new audiences.

The “Ultraman” meet-and-greet was more than just a brand showcase—it was a powerful opportunity to connect with new audiences. By aligning with Ultraman’s strong, health-conscious image, Nong Chun Xiang tapped into a diverse fan base spanning generations. From excited toddlers as young as 2–3 years old to nostalgic adults in their 40s and 50s, the event attracted an impressively broad demographic, with an even 50/50 gender split. This cross-generational appeal makes Ultraman the perfect bridge for expanding brand reach and engaging new customer segments.

To amplify engagement, the team introduced a LINE-exclusive scratch-off game, where event attendees could win discount vouchers by joining Nong Chun Xiang’s LINE Official Account. This interactive approach significantly boosted brand awareness, expanded the LINE friend base, and drove sales conversions.

Partnering with Omnichat: Pioneering the future of chat commerce

In just half a year, Nong Chun Xiang has achieved outstanding results with Omnichat’s support. The brand highly values Omnichat’s social commerce integration and the dedicated customer support team, who provide prompt support and strategic insights.

“Omnichat offers an indispensable SaaS tool for us to retain visitors and convert them into customers. We look forward to deepening our collaboration and driving further optimisation in the future!” stated Nong Chun Xiang.

As an official partner of Meta, WhatsApp, and LINE, trusted by over 5,000 global brands, Omnichat empowers businesses to connect with customers on their preferred messaging channels, including WhatsApp, Facebook Messenger, Instagram, WeChat, LINE, and live chat. Together with Omnichat, let’s create an even more impactful, customer-centric journey!