Company Website

https://www.yili.com/

Product concept, highlights and added value

From the foreign dairy category common trend, Satine excavated the unmet demand of domestic high-end consumers for limited pastures, and from the perspective of strategic layout and competition, locked the most beautiful grassland——Hulunbuir launched the important product， Satine limited Hulunbuir organic milk. The successful launching of Satine limited Hulunbuir organic milk meets the dual needs of consumers for nutrition + origin pastures, breaks the deadlock of organic milk homogenization in the industry, rebuilds industry confidence, and allows the brand to make a breakthrough in the fierce competition of organic dairy categories.
Packaging is the consumer's first impression of a product, and it is important to reflect the differentiation of the limited pasture on the packaging. Satine limited Hulunbuir organic milk broke the brand packaging design norms, applied a new perspective from the overlook view, and more intuitively reflected the vastness and magnificence of Hulunbuir grassland on the small packaging.
In terms of product power refinement, Satine focuses on the high-pressure anxiety pain points of new middle-class consumers and refines the product slogan of "good grassland breeds good organic milk", as well as product power from the forage kingdom and more than 120 kinds of forage to meet the emotional value of consumers.
In 2024, paying attention to the upgrading of the importance of the product driving force of "public welfare and environmental protection", Satine has insight into and closely follows the new trend of foreign environmental protection, and released the first plant-based integrated lid milk in China on the 815 National Ecology Day, which reduces the carbon footprint of packaging by 33% and the use of plastic by 7% compared with conventional dream lid milk. At the same time, Satine limited Hulunbuir organic milk was upgraded to "carbon neutral products", reducing carbon emissions by 8.58kg per product compared with before the upgrade, practicing sustainable production methods, actively embracing green and low-carbon development, and leading consumers to practice green life with product innovation.
To further occupy the organic pasture series, Satine occupies the milk source of Chile in the middle of 2024, which is located in the south of Daqing Mountain and at the foot of Yinshan Mountain. This place is vast, magnificent, and rich, as described in the "Song of Chile", every bite is deeply hidden in the "sky and wilderness, the wind blows the grass and sees the cattle and sheep low".

Product Images

Please briefly describe how your product communicates with consumers

Different from the conventional new product launch, which invests heavily in creating new products and putting them into hard and wide advertising, Satine communicates with consumers in stages, amplifies Hulunbuir's sense of origin, scarcity, and value, and occupies the minds of consumers.
In the early days of listing, "Prairie Paradise" took advantage of consumers' existing cognition to strongly bind the product to the place of origin. In the stage of a national rollout, we will accurately grasp the new middle-class media catalyst point, cooperate with Anda Band, and trace the origin of the differentiated "Lonely Brave on the Prairie", show the shocking winter grassland, and vividly show the natural scenery and cultural characteristics of Hulunbuir to consumers at the well-known solar terms nodes such as "Sting", "Gu Yu", "Summer Solstice" and "Autumn Equinox", and further support the product power, so that consumers have a deeper trust in the quality of Satine products. In the stage of stable development, through the top spokesperson Liu Yifei, the top variety show project, and the all-media hard and wide matrix, the voice of Hulunbuir's organic products is guaranteed. Seize the "Story of Rose" starring spokesperson Liu Yifei, co-create co-branded packaging with fans, and produce multi-dimensional brand creative content. The cooperation of the top variety show project "Riding the Wind 2024" will further enhance product exposure, achieve accurate reach of potential consumers, and innovate the cruising action in seven places to help consumers communicate. Lay out the tennis track, cooperate with Zheng Qinwen, Wu Yibing, and, the Chinese national tennis team, and strengthen the precise connection between the Golden Classics and the target circle of people with the help of the French Open, the Olympics, and Grand Slam events. During the Spring Festival, it co-branded with the Palace Museum to create the most differentiated, high-end, and royal Dragon Zodiac custom outfits, helping to enhance the value of products and meet the needs of gifts. At the same time, with Hulunbuir products as the core, relying on the Satine member marketing system, the "49999 Hulunbuir Grassland Tour" packaging marketing interaction is carried out, and the on-site experience of Hulunbuir is organized for high-end members, combined with daily member operations, to bring value to users, imperceptibly convey the beauty of the place of origin, and occupy the minds of consumers.

Product Images

Ingredients List Photograph

Launch Date

2023-7

Target Consumer

30-35 years old, first- and second-line quality middle class, high awareness and high income. They pursue a high-quality lifestyle, pay great attention to the consumer experience, are willing to pay for emotional value, have a relatively good material foundation, but buy the right one is not expensive, and are new pragmatism.

Weight/Volume per Pack

1*10*250mL

Price per Item

8元/瓶；80元/箱（10瓶）

Storage requirements

常温储存（Normal Temperature Preservation）

Marketing Area

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