Company Website

https://www.yili.com/

Product concept, highlights and added value

Zhennong Gold High-Calcium Milk is sourced from prime milk production bases in the Northern Hemisphere. The high-quality milk with strong flavor is attributed to ample sunshine and lush plants there; And as the "top-notch calcium milk" in the dairy industry, it contains 160mg/100mL calcium, 1.6 times of that of regular high-calcium milk. Its calcium content outnumbers that of 500g shrimps. By calculation, two packs of milk suffice to meet daily human needs for calcium.
Apart from "top-notch" calcium content, Zhennong High Calcium Milk has an array of other strengths: One, "More Nutritious". Containing 3.3g/100ml lactoprotein, the product serves as a daily protein supplement; Two, "Easier to Absorb". The product abounds with Vitamin D, which effectively facilitates absorption of calcium; Three, "More Palatable". The product takes on the extraordinary thick milk taste, and yet has more intense and yummy flavor.

Product Images

Please briefly describe how your product communicates with consumers

The packaging design is stunning. Encircled by ribbons iconically shaped like drops of milk, the pack, with 1.6 times calcium content as the unique selling point, delivers "high nutrition", the core value of the brand Zhennong. The design instills the USP and nature of gift of the high calcium milk into target customers. The manifestation of a fertile ecological environment in the vein of surrealistic art visually conveys a superb trait of Zhennong Milk - nutrition from the nature. The distinctive visual communication makes the product distinguishable on the market. And layered green background, matched with a nice touch of gold, makes the product more classy and presentable.
Through diversified marketing, Zhennong Milk resonates with target consumers. Tagged #high calcium supplement# in its debut, the product tactically bridges the gap between "online hype" and "offline campaign": online, a host of influencers root for the product with "1.6 times calcium content", which, coupled with auto-tune remix-themed videos and emojis. In this interesting and intriguing way, the product-related topic goes viral online; Offline, #high calcium supplement# challenge is initiated to draw more consumers to take a part in creating topics and resonating with the brand. In doing so, the high calcium supplement manages to get to people from more circles. Within a few days upon its launch, the topic tagged #high calcium supplement# racks up 170 million views and 31,000 comments on Weibo. The trending topic spurs the Gold High Calcium Milk into widespread clout.
Additionally, Zhennong Milk, for the sake of perpetual brand empowerment, becomes a designated (dairy) product of the Chengdu FISU World University Games, as an act of stepping up work of creating and tapping new scenarios of sports consumption; And by sponsoring The Chinese Restaurant Season VII, a hit variety show, Yili doubles its effort to penetrate in food consumption. With utmost endeavor, Zhennong, a brand under the umbrella of Yili, purports its product power - "high" nutrition and "good" taste.

Product Images

Ingredients List Photograph

Launch Date

2023-6

Target Consumer

Petty bourgeoisie in second- and third-tier cities, predominantly housewives from well-off families, who seek high cost performance with reason and demand for gift giving and calcium supplements for families.

Weight/Volume per Pack

10*250mL

Price per Item

4.5元/盒，45元/箱

Storage requirements

常温储存（Normal Temperature Preservation）

Marketing Area

nationwide

Distribution Channels

大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 杂货店 Grocery