Company Website
www.yili.com
Product concept, highlights and added value
As Yili Group’s first active probiotic drink launched at the end of 2012, Meiyitian has consistently adhered to its core functions of live probiotics and digestive health over the past 11 years. In response to evolving consumer preferences for value-for-money products and more rational purchasing behaviors, as well as the current challenges of declining active milk sales and increasing competition within the category, Meiyitian has proactively embraced consumer trends and sought channel opportunities. Riding the wave of rapid expansion in membership supermarkets, Meiyitian partnered with Sam’s Club to launch a customized version: “MagicDay Meiyitian Lactobacillus Drink”.
The product flavor remains true to the classic taste of probiotic drinks while undergoing multiple rounds of consumer testing to refine its balance of sweetness and acidity. This has resulted in a distinctive Meiyitian flavor that has been widely appreciated by consumers.
In terms of packaging, the product highlights its “Space Probiotic” feature with a minimalist space-themed design. The transparent packaging not only emphasizes the core selling points but also conveys a more professional, scientific, and natural image. To cater to Sam’s Club shoppers, Meiyitian introduced a 24-bottle value pack (24 x 100mL), designed to meet the whole family’s needs for digestive health and gut support.
A key feature of the product is the inclusion of K56, a probiotic strain with proprietary intellectual property rights in China. Clinically tested and protected by six Chinese invention patents, K56 is specifically suited to the digestive health of Chinese consumers. This strain has also been selected for space experiments, with samples traveling into space on spacecraft missions. Each small bottle of Meiyitian contains 50 billion live K56 probiotics, supporting consumers in achieving easy and healthy daily living.
Upon its launch, Meiyitian received an enthusiastic response from consumers, sparking buying frenzies both online and offline. It quickly climbed to the #1 spot on the New Products List in the Sam’s Club app, achieving a customer satisfaction rate of 98.8%.
Product Images
Please briefly describe how your product communicates with consumers
Focusing on consumers, Meiyitian x Sam’s Club targets the shopping habits and quality demands of Sam’s Club members to develop products and launch marketing campaigns that drive explosive sales at Sam’s Club outlets during the product’s launch phase.
1.In-depth Consumer Insight
By deeply exploring consumer needs at Sam’s Club, the product retains the classic probiotic flavor while optimizing the taste to enhance customer satisfaction. To meet the “bulk-buying” preferences of Sam’s Club shoppers, the brand innovatively introduced a 24-bottle value pack, offering consumers a highly cost-effective active milk product.
2.Extensive Marketing
The campaign focused on the Xiaohongshu platform, leveraging popular formats and keywords associated with Sam’s Club products to promote the new release. By integrating usage scenarios with key product selling points, the campaign emphasized the unparalleled cost-effectiveness of the Meiyitian x Sam’s Club Active Milk product. This strategy successfully sparked a buying frenzy both online and in stores.
Product Images
Ingredients List Photograph
Launch Date
2024-10
Target Consumer
The primary audience is young people under 25, mostly well-educated, including students and entry-level professionals, with middle-to-low incomes. From appearance to taste, from trends to quality, they trust their own choices and have an insatiable pursuit of “freshness.”
Weight/Volume per Pack
100mL*24瓶
Price per Item
29.9元
Storage requirements
冷藏（0-4℃）
Marketing Area
China
Distribution Channels
其他销售渠道 山姆超市