In recent years, China's consumption structure and consumer market are changing, and the three major factors of consumer entities, catalyst habits and commodity changes have undergone qualitative changes. The new generation of consumer groups are more interested in unique and creative products, resonant brand concepts, and novel and interesting marketing methods, which invisibly promotes the competition between dairy companies and brands toward a "white-hot" stage. Brand marketing has also become the top priority for everyone's development, and choosing the right "spokesperson" can often achieve twice the result with half the effort in marketing activities.
Recently, Yili Jindian, Anmuxi, Jinlingguan , Zhennong Milk, Weigang Furixi, Weiquan Active Lactobacillus, Meiji Baileyiyou and others have successively announced new spokespersons/super brand ambassadors/Zhenxuanguan/ lactic acid bacteria Vitality ambassadors. Who are they? Why do brands choose to "hold hands" with them? Let’s take a look with Xin Dairy!
Yili Group
Jindian and Anmuxi×Jinwen
Recently, Yili t two "trump cards" under Yili -Jindian and Anmuxi jointly announced that Jiang Wen is the brand spokesperson, and mainly promotes two strategic new products, Jindian Juanshan Organic Pure Milk and Anmuxi Youqier Yogurt. As the "Double Festivals" of Mid-Autumn Festival and National Day are approaching, it is not difficult to see the marketing purpose of Jindian and An Muxi to promote festival activities and take the lead in seizing the gift consumer market.
From ancient times to the present, Chinese people have paid great attention to gifts. At present, the scale of my country's gift market has reached nearly 800 billion yuan. Therefore, for dairy companies, the gift market has become a "must-fight place". The two new products launched by Jindian and An Muxi have rich nutrition, long shelf life and easy storage. Coupled with high-end and atmospheric packaging, it is very suitable for visiting relatives and friends, and gifts for festivals. In addition, Anmuxiyou Qier Yogurt also incorporates bubble elements, making it more energetic and fashionable, and is suitable for consumption scenarios for young people's holiday gatherings.
episode director, actor, screenwriter and other multiple identities, Jiang Wen has many high-quality film and television works such as "Furong Town", " Sunny Days ", " Let the Bullets Fly ". His popularity and influence are well-known and well-matched with the high-end positioning of Jin Dian and An Muxi. This cooperation may bring new surprises to the dairy market.
Jin Dian × Zheng Jun, Richie Richie, Zhang Zhilin
Exclusively named "Riding the Wind and Waves 3" has just come to an end, and Yili Jin Dian welcomes three "brothers". st, Jin Dian officially announced that artists Zheng Jun, Richie Richie and Jilin Cheung have become organic life star promoters. continues to strengthen the brand concept of "a new generation of organic, defined by me", and mainly promote Jin Dian Juanshan organic pure milk, bringing consumers new choices of exclusive healthy and nutritiousness.
In their work, they are talented actors and singers, pursuing the exquisiteness and quality of their works; in life, they are energetic "brothers", who dare to accept new challenges and enjoy their own unique life, which is more in line with the healthy, organic and undefined life advocated by Jindian, and can better demonstrate the high-end positioning of the product.
Juanshan organic pure milk uses an exclusive organic ranch rare Juanshan milk source, which has passed the dual certification of China and Europe to ensure the authentic quality of the product; each 100mL contains 4.0g high-quality milk protein, 130mg native high calcium, and has higher nutritional value; it is packaged with portable rotary lid, which is convenient for consumers to enjoy deliciousness and nutrition anytime, anywhere.
Jinlingguan×Reyiza
Recently, YiliJinlingguan signed a contract with Reyiza as the super brand ambassador, and witnessed the renewal and upgrade of Zhenhu infant formula.
From a marketing perspective, most infant milk powder brands will choose actors, celebrities, etc. who have become fathers and mothers as spokespersons and brand ambassadors, which not only fits the product characteristics of infant milk powder, but also enhances consumers' trust in product safety and quality.This time, Jinlingguan signed Reyiza as the super brand ambassador. He took the mother's sincere feelings for the baby as the entry point to stimulate the inner resonance of the new generation of mothers, add emotional "warm" to the brand, and then vigorously promote the heavy and upgraded Zhenhu infant formula, highlighting the selling points of the product's super third-generation OPO, six-dimensional easier to absorb, and attract the attention of the target group.
Previously, Jinlingguan had brand spokesperson Xie Na , super formula recommendation official papi sauce and super brand ambassador Liu Xuan . As an actor, Reyiza once played the role of "Shuihua" in the TV series "Mountain and Sea Love", and is loved by the audience for her tough and kind character. Her joining once again enriched the "endorsement" lineup of Jinlingguan, which helped to further expand the brand's influence.
ZhengMilkMilk×Huang Xiaoming,Yin Zheng
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The variety show " Chinese Restaurant Season 6 " exclusively sponsored by Yilizhen Rich Milk is currently on the air. The program is themed on operating a Chinese restaurant and producing Chinese food. Huang Xiaoming and Yin Zhengzheng are the two partners of the Chinese restaurant. This cooperation will not only comprehensively gather the commercial resources and topic popularity of brands, variety shows and actors, further achieve marketing breakthroughs and improve brand promotion effects, but also reach more target consumer groups, thereby achieving the purpose of "planting grass" for products.
main product Zhenguang Milk uses a high-standard milk source for smart ranch with a strong taste and a rich taste and enjoy a unique taste bud experience; the protein content is 39% higher than the national standard, and the calcium content is 100mg/100mL, providing consumers with a variety of high-quality nutrition; the same milk as Olympic athletes, the quality is trustworthy.
Weigang Dairy
Freixi×Tan Jianci
Recently, Weigang Dairy officially announced that artist Tan Jianci is the spokesperson for the Freich brand. and simultaneously launched a theme promotional video to increase the popularity of the topic and attract more consumers' attention.
is not only a film and television actor with superb acting skills, but also an all-round artist with excellent singing and dancing. Tan Jianci's diverse and ever-changing image can further demonstrate the concept of Freich, a yogurt brand under Weigang Dairy, "becoming fresher and loving every day". As of press time, the number of readings of Weibo marketing topic #Tan Jianci fresh announcement# reached 65.017 million+ and the number of discussions was 202,000+, forming a strong fan-driven effect.
It is worth mentioning that the promotional video shot this time is themed on the reunion of old friends and the first time of the heart. It corresponds to two products: Fresh lychee white peach flavor fermented milk and purple collagen peptide flavor fermented milk. It connects consumers with emotion, not only highlights the characteristics of the product's pure raw milk fermentation, incorporating real fruits and a sweet taste, but also helps to increase the popularity of the brand and product and make the brand image more three-dimensional.
weiquan Food
weiquan lactic acid bacteria ×liang Jie , Zhang Yifan , Zhang Jingyi
a day ago, Weiquan Food invited Liang Jie, Zhang Yifan and Zhang Jingyi to serve as Weiquan lactic acid bacteria vitality ambassadors. takes the marketing theme of "Star Three Meals Diary" and uses Weiquan lactic acid bacteria products to prepare exclusive summer drinks.
Looking at the domestic dairy market, the Z generation people have become one of the main consumer forces of lactic acid bacteria beverages, and products with low fat, low sugar and functional trends are very popular in the market. Against this consumer background, Weiquan Lactobacillus held hands with the three young artists Liang Jie, Zhang Yifan and Zhang Jingyi to show off the summer special drinks of "female stars". It not only highlights the selling points of low-fat, , low-sugar, , and refreshing and relieving products, enhances consumers' favorability and trust in the brand, but also creates more drinking scenarios and methods for consumers to use Weiquan Lactobacillus products.
At the same time, Weiquan Lactobacillus also interacted through the Sina Weibo platform through lottery, signature photos, etc., which also attracted the active participation of many fans.
Meiji Dairy
Baileiyou×Wu Lei
Recently, Meiji Dairy signed an actor Wu Lei as the spokesperson for Baileiyou brand and released a promotional video with the theme of "Choose the right probiotics according to different needs" to drive consumers to create new health concepts.
Recently, the TV series "Stars and Hans Brilliant and Moon Rises" starring Wu Lei is currently on the air and has gained a lot of topics and attention on the Internet. Meiji Dairy chose to officially announce its cooperation at this time, which will undoubtedly achieve better consumer traffic and conversion results. In addition, Wu Lei, who was born as a child star, has a youthful, sunny and healthy public image, which is very consistent with the low-temperature yogurt with the main selling point of probiotics. His fan group is also highly matched with Baileyiyou's target consumer group.
Baileyiyou series products were officially launched in 2021. This cooperation with Wu Lei will help further enhance the brand's popularity and expand the competitiveness of the products in the Chinese market.
Summary
Sign up image spokesperson, exclusively sponsor variety shows, carry out theme flash activities, launch joint innovative products... The "fight" between dairy companies is no longer limited to the competition of production strength and product quality. Brand marketing and communication promotion have become an important battlefield for everyone to compete. What new marketing moves will dairy companies/brands have in the future? New Dairy will continue to pay attention!
Source: Xin Dairy. Some pictures in this article are from the Internet. If there is any infringement, please contact us to delete
