Company Website

https://www.newhopedairy.cn/#/home

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.

Product concept, highlights and added value

1, the country's first bubble yogurt - create a new category of yogurt segmentation
The self-developed fermentation gas production technology, precise gas control technology and system gas stabilization technology subvert the traditional carbonated beverage aeration practice and create a new category of sparkling yogurt. The stable strain Fujisnow is adopted to carry out low-temperature and slow fermentation technology by utilizing the stable characteristics of the strain, thus stimulating the abnormal fermentation of lactic acid bacteria. Through the combination of collagen, yogurt can form micro-cavities after fermentation, which can effectively retain the unstable carbon dioxide inside the product, thus forming a stimulating sense of dense bubbles.
2, through cross-border innovation to bring consumers the ultimate experience of new value, to help our yogurt performance in the category of continued double-digit decline to achieve countertrend growth.
The taste of yogurt and sparkling drink crosses the boundary, which is more interesting than yogurt and healthier than beverage, and meets the complex demand of consumers for health and fun. Under the environment of the national yogurt industry -10.7% and the southwest market -12.1%, yogurt share in Sichuan market is +3.2%.
3, the use of digital marketing innovation and rapid product iteration, to achieve a leap from 0.1 tons to 6 tons of daily sales
The original macro creative video of "Yogurt producing bubbles is refreshing and wonderful" realizes the all-round experience of sight, taste and listening, makes the product force concrete and reaches the consumers quickly.
4. Select cola flavor, use electronic nose to analyze a variety of key flavor substances of cola, and select the cola flavor with the highest degree of flavor fusion with the fermentation products of bubble yogurt strains. Bubble + yogurt + cola, three elements cross-border integration, a more interesting experience

Product Images

Please briefly describe how your product communicates with consumers

The core consumer group of the bubble is: 18-25 years old crowd, is a fashionable, pursuit, personality of the young group willing to try new concept products, with the trend of thinking generation Z. At the same time, we have an insight: consumers in the era of Z have unique emotional and consumption characteristics, they have a strong desire to explore the boundary of interest, and at the same time, they have a strong sense of self-worth, and they are eager to be equal and like-minded in social aspects.
Therefore, we choose to establish an equal relationship with consumers and communicate with consumers on an equal footing. In the first round of marketing promotion, "Yogurt produces bubbles, strange and wonderful" is used as a slogan to spread, and "strange and wonderful" is used as the entrance to social dialogue to leverage consumers. At the same time, we unite with young people's social gathering community SOUL, narrow the distance with young consumers, expand consumer groups, gathering voice; We also combine social interest circle fission to achieve broken circle contact, trigger social autonomous fission, multi-level contact with consumers, drainage and transformation.
In 23-24 years of uninterrupted marketing, Leqi Cola yogurt has gained hundreds of millions of exposure.

Product Images

Ingredients List Photograph

Launch Date

2023-11

Target Consumer

18-25 years old crowd fashion, pursuit, personality of the young group willing to try new concept products, with the trend of thinking generation Z

Weight/Volume per Pack

168g

Price per Item

7.5元/瓶

Storage requirements

冷藏（0-4℃）

Marketing Area

Southwest 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; 餐饮&酒店 Restaurants & Hotel