Company Website

https://www.newhopedairy.cn/

Company Introduction

New Hope Dairy, one of the most dynamic and innovative companies in China, has established a foothold in the southwest in just over ten years and has a deep layout in East, Central, North, and Northwest China. It has gradually deepened the country and built a "fresh strategy" as its core value. The combined fleet of urban dairy companies. Currently, it has 47 holding subsidiaries, 15 major dairy brands, 16 dairy processing plants, and 13 own farms. On January 25, 2019, New Hope Dairy Co., Ltd. (New Dairy Stock Code 002946) was officially listed on the Shenzhen Stock Exchange.

Design Drawings

Ingredients List Photograph

Actual Photographs

Launch Date

2022年3月

Target Consumer

Z世代，95-05为主力，05-15为次主力。

Weight/Volume per Pack

168ml

Price per Item

7.5元/瓶

Storage requirements

冷藏（0-4℃）

Marketing Area

西南地区 华东地区

Distribution Channels

线下销售

Product concept, highlights and added value

Innovations at the raw material side: ①The first domestically created strains of naturally fermented bubble yogurt, with special fermentation temperature, the lactic acid bacteria are fermented in a heterogenous form and carbon dioxide is generated; ②Through the compounding of colloids, the yogurt forms micro-cavities after fermentation, effectively retaining the internal instability of the product state carbon dioxide. Innovation on the technological side: ① The use of low-temperature slow fermentation technology can effectively stimulate the heterozygous fermentation of lactic acid bacteria. Innovation at the packaging end: ① Multi-layer composite film is used to effectively block the outward diffusion of carbon dioxide with a relatively high concentration in the bottle; ② The bottom of the bottle is specially equipped with reinforcing ribs to effectively prevent the pressure in the bottle from being too large, which may cause adverse impact on the normal structure of the bottle body; It ensures the best product experience for consumers in many ways. Innovation on the marketing side: The differentiated selling point of bubble + yogurt is precisely aimed at the consumption logic of "emotional and rational" young consumers in the Z era. Taking advantage of the diversified mix-and-match boom, segmenting the consumption journey of the age group, grasping the interest password of the target group, and establishing an emotional and interesting connection through "yogurt produces bubbles, refreshing and wonderful". Whether it is the dull mood brought by the hot weather or the stressful atmosphere of the epidemic era, a small bottle of bubble yogurt can hit the regular taste buds experience. Yogurt is delicious and nutritious, and the bubbles are refreshing and exciting. The "Bubble Yogurt Refreshing Festival" is carried out simultaneously online and offline, which is a fun unboxing, open-drinking game activity, and cooperates with colleges and universities to launch a campus innovation competition, which is delicious and fun.

Please briefly describe how your product communicates with consumers

The core consumer groups of the product are: Generation Z, who are willing to consume for their hobbies, love to show freedom, independence and individuality, eager to establish interactive relationships with cool brands, and willing to pay for ideas other than products. They have different expectations for marketing, and hope that the marketing content will be more "diversified"; in addition, the interest circle is the main decision-making scene of Generation Z. Based on the above insights, this product stands at the intersection of yogurt and sparkling beverages in a cross-border way with a big brain. Different from the essence of other sparkling water, as the first domestically fermented sparkling yogurt, it is not a carbonated drink, and is more healthy and nutritious. Cooperate with the communication side to convey the health and fun of the product with the theme of "yogurt produces bubbles, refreshing and wonderful", thereby occupying the minds of consumers. Since its launch in March, we have launched the KOL circle in various vertical fields such as sports, music, games, script killing, unboxing of fast-moving consumer goods, food, shopping, etc. The video social APP platform commonly used by Generation Z goes out of the country at a high frequency. Around the "Bottle Opening Festival", it is spread together with its own, advertising and event media, covering the output attitude of the crowd in 360°.