Company Website

https://www.mengniu.com.cn

Product concept, highlights and added value

Targeting the 660 million lactose-intolerant population, Three Calves Soft High Calcium Milk, adhering to the philosophy of "Creating Milk Tailored for the Chinese Stomach", innovatively addresses the challenges Chinese people face with milk consumption. The product innovation highlights include:

Technological Innovation:
Utilizing EHT enzyme hydrolysis technology to decompose lactose externally, this approach resolves the issue of dairy intake insufficiency caused by lactose intolerance for nearly half of the population, creating a new milk-drinking experience that allows consumption on an empty stomach, and regardless of temperature or lactose intolerance. This not only addresses the pain points of milk consumption for Chinese people but also showcases Three Calves' depth of thought in the application of technology.

Nutritional Upgrade:
The calcium content of Soft High Calcium Milk is twice that of regular milk, with the addition of Vitamin D, significantly enhancing the absorption rate of calcium by 30%-40%. This targeted nutritional enhancement meets the high nutritional demands of the Chinese people and reflects Three Calves' deep understanding and high regard for consumer health needs.

Taste Upgrade:
Thanks to the glucose produced by the EHT enzymatic lactose decomposition, the milk maintains a naturally sweet taste without the need for added sugar. This preserves the nutritional value of the milk while enhancing the consumer drinking experience.

Marketing Innovation:
Leveraging partnerships with Chinese aerospace collaborators and in-depth cooperation with leading health IP, Dr. Ding Xiang, along with organizing activities such as "Tens of Thousands Try Drinking", "Soft Experience Pavilion Recruitment", and offline distribution in Zibo. Three Calves Soft High Calcium Milk showcases innovative and differentiated marketing strategies, effectively enhancing brand influence and consumer engagement, and establishing deep emotional connections with consumers.

Product Images

Please briefly describe how your product communicates with consumers

Three Calves leverages new media platforms and organizes public relations activities to invigorate both public and private domain traffic, combining online and offline efforts to facilitate comprehensive communication. At the core of its brand communication philosophy, Three Calves focuses on nurturing the health awareness of the Chinese people, leading consumers to adopt a scientific perspective on milk consumption, thereby promoting national health development. It integrates scientific cattle breeding and components consistently, complementing each other to form a scientific matrix. The launch of its star product, Soft High Calcium Milk, utilizes new media platforms and brand power to attract more attention, further promoting the correct concept of scientific milk consumption.

Three Calves extensively deploys across new media platforms, focusing on the advantages of Soft High Calcium Milk, publishing health education and product benefits tailored to the platform's tone, maintaining high-engagement interactions with consumers. Through these interactions, Three Calves continually listens to consumer feedback, constantly refining its communication methods to deepen emotional connections with consumers.

Starting in April 2023, Three Calves initiated a nationwide recruitment for "Soft Experience Officers," igniting a national trend of healthy milk consumption. In June, leveraging the "Zibo Barbecue," the recruitment was extended to Zibo. In August, Three Calves launched a family trip to Mars, inviting 40 winning families to the Mars No.1 Base for a "Space Exploration Agreement." In September, in collaboration with JD.com, Soft High Calcium Milk was featured in a flash sale event with the popular IP Milk Dragon, receiving overwhelming positive feedback and over a thousand "tap water" positive reviews on Little Red Book.

Throughout its journey, Three Calves has consistently engaged with consumers, listened to their voices, and thereby optimized the quality of content reached to consumers. This not only enhances brand visibility but also gradually strengthens the connection with consumers through iterative products, forming effective communication.

Product Images

Ingredients List Photograph

Launch Date

2023-4

Target Consumer

The Soft High Calcium Milk target demographic includes individuals with lactose intolerance or suspected lactose intolerance, as well as those with inadequate calcium intake.

Weight/Volume per Pack

250ml

Price per Item

69元/箱；6.9元/盒

Storage requirements

常温储存（Normal Temperature Preservation）

Marketing Area

China、Southeast Asia.

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