Country
中国(China)
Official website
www.yili.com
Company Introduction
Yili Group is ranked among the world’s most successful dairy companies and has been consecutively ranked No.1 in the Asian dairy industry in the past several years. It is the largest dairy company in China, offering the most comprehensive range of products. Yili is the only dairy enterprise in China that has met the standards for serving the Olympic Games and provided services to the 2008 Beijing Olympics Games. It is also the only dairy enterprise to have met the World Expo's standard and was the exclusive supplier of dairy products for the 2010 Shanghai World Expo. During the course of its development, Yili has always adhered to “internationalization” and “innovation”, insisting on the fundamentals of “quality” and “responsibility”. It has won the trust of consumers with its high-quality, high-tech, and high value-added diversified products. Every day, more than 100 million Yili products are delivered to consumers. Every year, nearly 1.1 billion Chinese consumers enjoy nutritious and delicious Yili products.
Images
Brand Name
YIRAN
Designer Name
Sun Qi
Position of Designer
Yili Group Liquid Milk Division Marketing Department Brand Specialist
Target Group
Mainly in the face of young groups in first-and second-tier cities, students, young white-collar workers, etc., who love life, are willing to share life, are good at discovering lovely things in life, and have higher requirements for the quality of life; they pay more and more attention to health in terms of diet and are used to consuming milk drinks or drinks, which have higher requirements for product quality.
Major sales
小型商超和便利店 Supermarket & CVS
Positioning
限量款/联名款 Limited Edition/IP Collaboration
Design Story
With the gradual improvement of people's consumption level, the concept of consumption has gradually developed from rational consumption to paying more attention to quality and spiritual and material enjoyment. Under this trend, with the help of the Internet, big data and other emerging industries, the rapid development of new retail formats has become a more and more important sales channel for all kinds of consumer goods, of which the “FRESHIPPO” under Alibaba Group is the representative. As the first leading enterprise in Asian dairy industry, Yili has won the high trust of consumers with diversified products with high quality, high-tech content and high added value. These high-quality products are not only the needs of consumers, but also the needs of new retail channels for high-quality supply. As a result, YIRAN brand of Yili Group has customized a low-sugar and low-fat healthy milk tea drink for Hema Xiansheng Channel. The brand side ingeniously and vividly integrates the image of Hema ip into the product design, and at the same time, it is paired with 6 kinds of decorative lids with different expressions, which makes the product look very playful and lovely and very likable. As a milk tea brand with high quality and health pursuit, YIRAN seems to prefer to convey happiness to consumers, from the conventional Doraemon packaging to the FRESHIPPO. Yiran has always used the simplest design and the most sincere products to bring simple happiness to consumers.
Highlights
This time, Yiran designed a total of 6 expressions for the milk tea products customized for the FRESHIPPO, personified the FRESHIPPO IP image through the unique decorative cover design in the industry, and combined with three kinds of gestures to integrate the IP image cleverly and vividly into the product design, looking very playful and lovely. In terms of products, Yiran Milk Tea pays more attention to real materials and health quality: select milk sources imported from New Zealand on raw materials and add exquisite tea soup; each bottle of energy is only equal to about 1.5 apples; using Yili exclusive “Milk Sharing” technology to achieve low-fat and fragrant wonderful taste, is really a perfect combination of delicious and healthy milk tea products.
Market Performance
Since the launch of the product, sales have been booming, with an increase of 226% in the next month, and has occupied the FRESHIPPO channel milk tea category TOP1 for 6 consecutive months. With the New year gift box products on the shelves, but also ignite the consumer buying craze, the country has varying degrees of out of stock, the flow platform there are a large number of consumer sharing products articles.
Material
PET塑料 PET material
Craft
-has been widely used -label and bottle body are made of PET, decorative lids are made of ABS & PP -the production process is as follows: tea soup preparation, "ingredients", ultra-high temperature sterilization, filling, "packaging", leaving the factory.
Does the design solve the problems that are common across the product category?
-Yes. -in terms of brand IP co-naming and product customization, similar products generally reflect the design directly on the product packaging, while Yiran Milk Tea uses a decorative cover design to show the IP image more vividly and vividly on the product, and the three-dimensional and detachable design also realizes a good interaction between the product and consumers. It has received a lot of attention on various social platforms and is well received and loved by consumers.
Did the design help increase the sales performance of the product?
-Yes. Since the launch of the product, sales have been booming, with an increase of 226% in the next month, and has occupied the FRESHIPPO channel milk tea category TOP1 for 6 consecutive months.