Company Website
https://www.yili.com/
Product concept, highlights and added value
Based on the study of consumer buying behavior, consumers mainly consider [taste and flavor] when purchasing beverage products, especially for lactic acid bacteria beverages, [drink] is still one of the core values.In the core drinking time of lactic acid bacteria beverages [dining scene], consumers' core demand is also [pleasure and pleasure] [drinking and solving greasy]. In the face of the decline of brown live milk and the fierce competition in the category, in order to better meet consumers' demand for [drink] and [health] of live milk beverages, Each Added crossover innovation to find a new market, break through the traditional live milk structure, create a new domestic [white live milk] category, and launch each added small white milk with 0 fat, 25% sugar reduction and dietary fiber. In 2023, based on the insight into consumers' preferences for beverage flavor and the taste trend of beverage category, each added small white milk was finally released with the [small lime] flavor favored by young consumers after multiple rounds of tests from more than 20 popular refreshing flavors.The [lemon] flavor is not only the evergreen flavor of flavor beverages, but also continues to expand in recent years, and the [small lime] has become a "red" flavor.The new product of small lime in Each Added small white milk is selected from the Vietnamese small lime with sufficient light at 8-23° north latitude, and the NFC non-concentrated reduction technology is adopted to retain the original refreshing, sour and sweet taste of small lime. Every new product of small white milk and small lime grasps the recovery opportunity of outgoing consumption scene, better meets the demand of consumers for ready-to-drink drinks, and helps the brand continue to lead the [white live milk] track with refreshing and delicious taste and the core function of letting consumers eat and drink without burden.
Product Images
Please briefly describe how your product communicates with consumers
With consumers as the center, around the young consumer groups' demand for beverage products and marketing activities, we will carry out new product development and integrated marketing, and comprehensively improve the penetration rate of Each Yitian small white milk in young consumers through youth marketing.
1. The product leads the innovation of live milk category. In the development of new products of small white milk, based on the insight into consumers' preferences for beverage taste and the taste trend of beverage category, the final product is the [small lime] taste favored by young consumers.In the packaging, the packaging style of refreshing and high appearance level received by young consumers continues, and the new [small lime] taste of small white milk meets the needs of young consumers for beverage innovation.
2. Cross-border innovative marketing, the variety show that young consumers pay the most attention to, and the TOP2 of the 2023 TV overall list, is "Hello Saturday", through the combination of "He Jiong", "Wang Hedi", "Ding Chengxin" and other super popular resident stars + the most popular guest stars, we will continue to enhance brand exposure and enhance brand awareness. 3, packaging marketing innovation and upgrading, packaging marketing setting is to insight into the current young people for "instant access" "small happiness" pursuit, high value but the opportunity to get a small award has not satisfied their needs, so the activity setting for innovative design, to "million free" as a gimmick, to meet consumers for marketing activities "instant benefit" "hope, can get" psychology. In the packaging design breakthrough tradition fully borrow the big project resources, innovative fusion of big project VI, and the greatest degree of prominent [million free] core information, so that the packaging in the terminal has self-propagating force
Product Images
Ingredients List Photograph
Launch Date
2023-3
Target Consumer
18-25 years old, pay attention to the happiness of the present, have no fear of the future, and will use a simple but cunning way to obtain happiness.
Weight/Volume per Pack
330mL
Price per Item
7.5元/瓶
Storage requirements
冷藏（0-4℃）
Marketing Area
China
Distribution Channels
电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 杂货店 Grocery