Yili: Segment Marketing

No country’s consumers value brands more than Chinese consumers. A research report released by Tetra Pak in July 2011 pointed out that in China, the proportion of consumers who are only willing to purchase trustworthy brand products and services is as high as 78%, far higher than the global average of 37%. But how do people understand a brand? Obviously, who can convey the connotation and tone of the brand to consumers through precise positioning and diversified marketing behaviors, so as to solidify the brand influence, it will be the winner in the market.

Launch new products, enter new markets, use existing products to gain greater market share... China's dairy industry leader Yili has not given up on marketing efforts. In 2010, Erie launched a brand upgrade plan, which shifted the focus of attention to consumers and launched marketing machines to provide strong support for the core advantages of Yili milk supply and product structure.

Consumers become brand "fans"

Brand recognition is the key to ensuring the rapid growth of corporate performance and far away from competitors. Thus, Erie played idol cards to condense the power of "fans." In 2009, Erie Yogurt launched the “I am a superstar” campaign for fashion and young consumer groups, using Jay Chou as the incarnation of the Erie Yogurt brand advocate, and using Jay Chou’s powerful celebrity effect and brand appeal to spark a market. Promoting the storm and impressing young people; At the end of 2010, Yili Qi used well-known artist Wang Lihong to represent its high-end product, Yili Nutrition and Shuhua Milk.

From Guo Jingjing to Yi Jianlian, from Jay Chou to Wang Lihong, Pan Yibai, Liu Yifei, etc., Yili gathered the consumer groups with the power of spokesperson, and finally reflected the brand loyalty. - On October 29, 2011, Yili's third quarter financial report showed that the year 1-9 In July, Yili achieved operating revenue of 29.021 billion yuan, an increase of 24% year-on-year, and achieved operating revenue for the entire year of 2010 in nine months.

International Big Brand Endorsement Marketing In July 2011, when the "Transformers 3" swept the world, the name of a milk brand was also firmly remembered by millions of fans worldwide. "It" sShuhuamilk! “The Chinese brand Hollywood blockbusters, whose marketing investment cost is not higher than that of similar domestic commercial films, have caused intensive discussion of major news programs, entertainment programs and microblogs, which lasted almost one summer. This innovative marketing is not only It is the first time that Chinese food companies have successfully collaborated with Hollywood blockbusters, and it has also opened up a new path for the international marketing of Chinese local brands.

In fact, this is not the first time Yili has successfully cooperated with international big brands. Based on Disney's rich cartoon prototyping resources and potential consumer groups, Yili signed Disney's contract with Disney at the end of 2010, becoming the exclusive dairy product licensor for Walt Disney in China, and quickly launching Disney-Eli QQ Star Yogurt and other products.

“Erie feels more and more “fashionable”,” said Du Cheng, a financial manager at a foreign company in Beijing. “You see, Optimus Prime both took Yili Shuhua to fight.”

Segment Marketing In addition to Shuhuamilk and QQ Star's children milk series, Yili has always paid close attention to market segments.

For the elderly, Yili launched three "specialized products" to listen to Yili middle-aged and elderly milk powder, middle-aged and old multi-dimensional high-calcium milk powder and middle-aged and older nutritional milk powder. In addition, Yili has spared no effort to publicize the scientific concept of drinking milk, to impress middle-aged and old consumers with consumer experience and consumer inertia.

For white-collar workers, in 2008, Yili added grains to milk and launched more breakfast cereals that are both nutritionally valuable and full-bodied. They are impressed by the “red and black grain” selling point.

Quality is the basic product quality of a brand. It is always the basis for brand building and upgrading. If quality is lost, even if the marketing work is done well, it is impossible to pull the brand image.

Yili is one of the largest companies in the industry that started to build milk sources. Under the guidance of the "Unigent Priority" Strategy under the chairman Pan Gang's policy, from 2007 to the end of 2010, Erie has invested more than 6 billion yuan in the construction and upgrading of milk sources, and invested an average of 1.5 billion yuan annually to build Inner Mongolia. The three major sources of gold milk sources in Hulun Buir, Xilin Gol, and Tianshan in Xinjiang have formed a nationwide milk matrix.

As the only Chinese company that has successfully served the 2008 Beijing Olympic Games and the 2010 Shanghai World Expo, Yili has built on its product quality as the cornerstone, marketing through big events, and demonstrating its comprehensive strength in the most rigorous, comprehensive, and positive attitude. Brand. After the brand's upgrading, Yili expressed his brand appeal in full and vividly through innovative and angled marketing ideas. Erie, who has sponsored the Chinese sports delegation for eight consecutive years, will continue to show the world his brand image through the 2012 London Olympics. With unprecedented innovative spirit and imagination, Yili is getting closer to the "world-class health food group".