Company Website

https://www.yili.com/

Company Introduction

Yili Group ranks among the top five dairy companies in the world and has been ranked first in the Asian dairy industry for nine consecutive years, and is the largest dairy enterprise with the most complete product categories in China, as well as an international enterprise with industrial layout in Asia, Europe, America and Oceania. With its best product quality, leading comprehensive service capabilities and comprehensive sustainable development capabilities, Yili has always been trusted and recognized by the world's top events, events, governments at all levels and all walks of life.

Product concept, highlights and added value

Innovation Highlights:
(1) Insight: Collaborate with Tmall TMIC and Huichen to conduct concept co-creation and research. Use big data market insights to accurately target TA crowds, unite 500+ consumers to co-create, and participate in quantitative verification of product concept direction and packaging design optimization.
(2) Concept: "Medicinal food and cosmetics" three-in-one, the first new product to lead the development of the category. Adopting the concept of "medicine, food and cosmetics", the red ginseng milk powder is combined to create a high-end oriental diet light nourishing women's milk powder. Through the innovative design of the formula, the Western precision nutrition and the Chinese health medicine and food homology concept are perfectly combined, and the effect of food supplementation is better than medicine supplement, and beauty and good complexion are the effects of eating.
(3) Formula: Yili milk powder cooperated with the Dahua Institute of the Chinese Academy of Sciences to build a 5-year red ginseng fingerprint detection method in Changbai Mountain, pioneered the setting of raw material characteristic indicators of Chinese health ingredients, realized the standardization and visualization of medicinal and edible homologous raw materials, and ensured the quality of raw materials to ensure the efficacy of the product and the sense of consumer experience, forming technical barriers.
(4) Packaging: Based on the establishment of the product packaging VI system and the precipitation of brand equity, the brand positioning of the beauty of the East has been formulated, and a visual system of Qingmu packaging design that matches the brand positioning, has differentiation and can be extended. The use of simple typography and the collision of bright red and white colors reflect the perfect combination of milk and red ginseng, and the strong sense of function of simple atmosphere. The soft and rounded dividing lines wrap around the minimalist woman's confident and stretched state. The design takes into account the oriental beauty and professional attributes of functional nutrition, and has attracted much attention and praise from consumers after its launch.

Product Images

Please briefly describe how your product communicates with consumers

(1) Consumer co-creation: In the development process of red ginseng rejuvenating milk powder, digital empowerment was carried out, and Tmall TMIC and Huichen were linked to carry out concept co-creation and research. Use big data market insights to accurately target TA crowds, unite 500+ consumers to co-create, and participate in quantitative verification of product concept direction and packaging design optimization.
Fully listen to consumer feedback and optimize product planning in a timely manner. The high score passed the packaging test and taste test, and the taste was not only significantly better than the competing products, but also the selling point of the packaging was clearer than that of the competing products, and it was more popular with consumers. Innovatively achieve a balance between the milky flavor of red ginseng rejuvenating milk powder and the homologous medicinal taste of medicine and food, so that the product tastes mainly milky and has a faint herb fragrance. In the end, the raw materials that met the standards and weakened the bitter taste of red ginseng were identified, and they won significantly in the external consumer taste test and packaging test.
(2) Precision marketing: Focus on the lifestyle position of the target group, continue to carry out word-of-mouth planting, continue to deepen hot topics such as "oral skin beautification", "light nourishment", "solar term health", "star same", etc., to create product awareness of red ginseng small milk cans.
(3) Experience tracking: After the product is launched, digital means are used to obtain feedback from consumers on product purchase and drinking. With the tasting product as the carrier, through the QR code feedback link, the consumer experience is investigated and interacted with consumers. By listening to the real voice of consumers, we constantly review and follow up on products to help product innovation and iteration.

Product Images

Ingredients List Photograph

Launch Date

2023-5

Target Consumer

Women aged 25-45 who are concerned about skin health, pursue the homology of "medicinal food and cosmetics", and pursue high-quality functional diets.

Weight/Volume per Pack

400g

Price per Item

149元/听

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

Market Performance

Three months after the product was launched, the sales scale exceeded 10 million!