Company Website

https://www.yili.com/

Product concept, highlights and added value

1. Taste Innovation: Insight into the curiosity and desire for delicious and healthy flavors of Generation Z consumers, the product concept was released on self media in July 2023. After 30 rounds of polishing and consumer testing, the taste was finally formed by adding authentic Malaysian Cat Mountain King durian and Thai Golden Pillow durian, with no preservatives or synthetic colors added. It stood out among the 10+flavors selected by Sam's Club in April 2024.
2. Packaging Innovation: Overcoming numerous difficulties in the product development process, innovatively using irregular packaging outer boxes for the first time, breaking the conventional product outer box development model, and becoming the first product of Yili Group to use irregular outer boxes, providing consumers with more added value.
3. Marketing Innovation: New product launch with zero resource allocation. On October 18th, Dongguan Sam's Club's new product was launched as a surprise item. Once it was launched in stores across the country, it sparked heated discussions on platforms such as Xiaohongshu and Weibo, and became a popular product before it was launched. The product has its own topicality and has become a must-have item for consumers when browsing Sam's Club.

Product Images

Please briefly describe how your product communicates with consumers

In terms of taste, we have identified the curiosity and desire for delicious and healthy flavors among Generation Z consumers. In July 2023, we released our product concept through self media, and after 30 rounds of polishing and consumer testing, the taste was finally formed. We added authentic Malaysian Cat Mountain King durian and Thai Golden Pillow durian, with no preservatives or synthetic colors added. It stood out among the 10+flavors selected by Sam's Club in April 2024.
At the same time, in order to meet the expectations of Sam's consumers for the new product, we innovatively used irregular packaging, breaking the conventional product outer box development model. Each large package contains 18 small bottles, giving consumers more emotional value and allowing them to enjoy both drinking and playing.

Product Images

Ingredients List Photograph

Launch Date

2024-10

Target Consumer

Young Generation Z who enjoy trying new and unique flavors and are interested in them

Weight/Volume per Pack

200mL*18入异形包装

Price per Item

89.9元/提

Storage requirements

常温储存（Normal Temperature Preservation）

Marketing Area

Sam's Club in Chinese Mainland

Distribution Channels

大型商场 Shopping Mall