Company Website
https://www.newhopedairy.cn/
Company Introduction
New Hope Dairy, one of the most dynamic and innovative companies in China, has established a foothold in the southwest in just over ten years and has a deep layout in East, Central, North, and Northwest China. It has gradually deepened the country and built a "fresh strategy" as its core value. The combined fleet of urban dairy companies. Currently, it has 47 holding subsidiaries, 15 major dairy brands, 16 dairy processing plants, and 13 own farms. On January 25, 2019, New Hope Dairy Co., Ltd. (New Dairy Stock Code 002946) was officially listed on the Shenzhen Stock Exchange.
Design Drawings
Ingredients List Photograph
Actual Photographs
Launch Date
2021年11月
Target Consumer
有健康需求但又不愿意放弃美味的人群
Weight/Volume per Pack
230ml
Price per Item
6元/瓶
Storage requirements
冷藏（0-4℃）
Marketing Area
西南地区
Distribution Channels
全渠道
Product concept, highlights and added value
Innovation on the raw material side: the zero-sugar yogurt adopts three-dimensional sugar control technology: Aibi lactic acid bacteria + lactose hydrolase + Demi90. This exclusive patented technology enables "Chuxin" to have a refreshing sweetness without adding sucrose and sugar substitutes, and has low energy, and the whole bottle has less calories than an apple. 【1, Aibi lactic acid bacteria are naturally isolated from lychee fruit, this strain can hydrolyze lactose in milk into monosaccharides during metabolism, and monosaccharides have natural sweetness; 2, combined with lactose hydrolase in the fermentation process In collaboration with Aibi strains, lactose is separated by deep hydrolysis; 3. Innovative use of Demi90, a desalted whey protein powder in infant formula milk powder, which is extracted from milk and is rich in branched-chain amino acids and lactose, which can provide more for yogurt. Scientific fat-to-egg ratio and silkier texture. 】 Technological innovation: using low-temperature slow fermentation technology to maximize the enrichment of volatile flavor components such as diacetyl, making the product taste mellow and milky. Marketing innovation: The original intention focuses on emotional marketing, starting with women’s emotional anxiety, and using soft implants to make full use of the two words "initial intention", through "drop the burden, be true to yourself", "Sister Chuxin said" "drop anxiety" "Regaining the original heart" to warm every woman in anxiety. While creating over 100 million traffic exposures, it not only achieved a warm and heart-warming interaction with users, but also revealed the brand spirit, allowing consumers to feel the original intention of creating a stress-relieving life and positive social energy attitude.
Please briefly describe how your product communicates with consumers
The core consumer group of the original heart is: they have requirements for health but do not want to give up the delicious taste, are willing to try new things and pursue a quality life. We see that at the end of the year, the anxiety of all women will become stronger. Women are constantly being educated to do specific things at different ages, and these invisible burdens make women breathless. We have found three kinds of burdens that are most likely to resonate: "age, appearance, idols". In the form of comics with strong reversal and brain-opening, we portray a natural and unburdened lifestyle that conforms to the original intention and encourages everyone. Greet the new year easily with no burden. The total reading volume of this topic is 170 million yuan. #Lose the burden, be ture to yourself# was appraised as an excellent marketing case of "her economy" by Qiangua.com, and was also appraised as "Practical Gold Award-Content Marketing" by the 10th ADMEN. On March 8th, Goddess Day, through the creation of the topic "Chuxin Sister Saying" and WeChat large sample collection, nearly 100 high-quality "Chuxin Sister Saying Contents" were collected and used in the continuous dissemination of the beginning of the original heart. Consumers can purchase them The original heart of the bottle found his own copywriting, which triggered a second resonance and spread among consumers. In September, combined with the resonant mentality of users such as age anxiety, marital anxiety, and unmarried anxiety in current life, launched the initial topic "Throw away anxiety and regain the original intention", and combined with users such as fat-reducing gourmet, 0-sugar yogurt out of the box, and 0-sugar yogurt evaluation. The strong connection scenario further consolidates user brand awareness and effectively enhances brand voice. In the three waves of uninterrupted marketing in 2021, Chuxin gained hundreds of millions of exposures.