With the easing of the epidemic, the domestic consumer economy has recovered in full swing, especially the new middle-class people and the new generation people who pursue a healthy and quality life are also rising and becoming the main force in consumption upgrading. According to Nielsen research, China's online channel sales of fast-moving consumer goods increased by 6% year-on-year in July, becoming one of the few countries in the world that showed a trend of consumption recovery.
However, the arrival of the new consumption wave has stimulated domestic demand while bringing huge changes to traditional marketing methods. As a brand, how can we meet the consumption needs and consumption methods of these people and seize the trend of consumption upgrading in the post-epidemic era? New Hope Dairy's first fresh milk festival uses unique insights and three-dimensional marketing such as spokesperson group, brand alliance, knowledge marketing, brand IP operation, etc., to accurately promote 24-hour fresh milk, and advocate the urban "fresh" milk drinking trend.
In-depth insight set tone " Lingxian " middle-class
In fast-moving consumer goods brand marketing activities, consumer positioning and insight are the first step to determine whether a case is successful or not. In the case of the "Fresh Milk Festival", New Hope Dairy combined its 24-hour brand positioning to lock in the target customer group of "New Middle School" early and put forward insights on "reincarnation".
As we all know, low-temperature milk products adopt pasteurization method, which can retain more fresh nutrients and taste, but it has strict cold chain transportation and preservation requirements. Short sales radius, high production costs, insufficient consumer awareness, etc. have all become the core restricting its development in China. Data shows that China's market share of low-temperature pasteurized milk does not exceed 25%, while in developed countries, fresh milk accounts for more than 90% of liquid milk, of which Canada is 99.9%, the United States is 99.7%, and Japan and South Korea are 98%. As a national brand that focuses on low-temperature milk products as its differentiated development strategy, New Hope Dairy not only needs to promote its own high-quality products, but also use the fresh milk festival as a wedge to convey the health concept of low-temperature high-quality milk to consumers. Therefore, to impress the rational shopping group of the new middle class, we must not only have high-quality product strength, but also have deep emotional resonance.
Based on this, New Hope Dairy has discovered an extremely important insight from consumer portraits: consumers who prefer low-temperature high-quality milk often have high requirements for the quality of life. In life, they pursue the ultimate fresh nutrition. In the next generation of education, they require their children to be far ahead. When facing the future, they are always willing to try the latest opportunities. This attitude of pursuing the ultimate in everything is also consistent with the ultimate fresh concept of 24-hour fresh milk breaking the industry rules and "selling only on the same day", and constantly innovating and upgrading until it reaches the "10 times immunoglobulin" fresh persistence. Based on this insight, New Hope Dairy has given this fresh milk festival a concept that leads the attitude of life: "Read fresh".
This is a certain adjustment that not only hits the deepest expectations and needs of the target consumers, but also accurately summarizes the advantages of low-temperature milk and the position of New Hope Dairy in the low-temperature milk industry. With this precise insight, in addition to the ordinary promotional festival, the Fresh Dairy Festival has become a fan communication platform for New Hope Dairy's fresh brand and product value penetration.
" Brand Talent Draft " Leverage Private domain traffic
For the new urban middle class, efficient and targeted channels can reduce the decision-making time in consumption and are a shopping method that can effectively improve efficiency. Recommended based on interpersonal relationships can meet the two key points of credibility and reputation of information sources. Therefore, in various survey data, we can see that private domain channels such as Moments or mini programs are becoming the emerging shopping channels that the new middle class loves. New Hope Dairy makes good use of this in marketing of the Fresh Dairy Festival.
With the help of the Fresh Milk Festival activities, New Hope Dairy launched the #Find Fresh Spokesperson# activity in eight cities occupied by the core of the product, and plans to recruit brand image spokespersons for 24-hour fresh milk.As soon as the event was launched, it became a hot topic in the fan circle, and New Hope Dairy's series of "non-the-nature operations" attracted much attention: it reversed the industry star spokesperson model of "traffic first", and instead handed the olive branch to the "amateur" consumers of 24-hour fresh milk products - urban hot moms can only upload their parent-child moments and issue a "fresh" declaration to get a "fresh" declaration, and the power to finally decide on the spokesperson list is completely determined by consumers. This spokesperson collection model accurately hits the wish of young urban mothers to show off their children, and also introduces the relationship chain of urban middle-class families into the private domain of New Hope Dairy. Therefore, this seemingly "let yourself go" spokesperson selection brought a snowball effect to the Fresh Dairy Festival: hundreds of families from eight cities joined the election and brought 1.5 million effective votes with their own fresh-cut attitude. New Hope Dairy did not waste these natural attentions. The built-in "Wild Group Buying GO" event retained nearly 10,000 seed users with great value group purchase discounts, which will bring dozens of times the growth of new users to 24-hour fresh milk.
Through the "trial show to form a group", New Hope Dairy's "Fresh Milk Festival" leveraged the core KOCs of eight cities with the lowest cost, accurately reached the new middle-class people through its private domain traffic, and transformed their "fresh" attitude and introduction traffic into their own brand assets. The private domain strategy that wins multiple goals in one fell swoop successfully breaks the barriers of the circle and becomes a classic attempt to make a big fortune with small gains.
dry goods + cross-border transmission of brand awareness
Through the solicitation activity of #Find Fresh Spokesperson#, New Hope Dairy has completed the crowd positioning and private community construction of the "Fresh Milk Festival", and explored the channel tentacles into the circle. Next, New Hope Dairy used a three-dimensional marketing method to deepen the "fresh" attitude and strength of 24-hour fresh milk.
With the help of its brand strength in the industry, New Hope Dairy has gathered 24 brands covering multiple fields of food, clothing, housing, transportation, and learning among the new middle-class people, including Baodao Glasses, Xiaolongkan, Yanjiyou, and Huajia, and established the "Fresh" alliance. This "ensemble" gameplay not only brings richer fan-loving benefits and entrance channels to the Fresh Dairy Festival, but also contributes a large number of online and offline topic content with the fun interaction between brands, attracting a large number of fans to pay attention to the Milk Festival and New Hope Dairy high-quality milk products. In addition, New Hope Dairy has also launched a series of practical information: working with professional science popularization account Zhi Keer to launch a long science comic with the perspective of the milk micro world, transforming scientific terms and nutritional logic into interesting stories in the milk world, and telling the principle of nutritional value of low-temperature milk. At the same time, with well-known Internet professional nutritionists such as Pupu Super, Wu Jia, Lu Yakun, and Gu Zhongyi , they launched various forms of popular science content such as long-term, pictures and texts, and video live broadcasts, introducing the core advantages of low-temperature milk products and 24-hour fresh milk "10 times immunoglobulin and only selling on the same day". Against the backdrop of the post-epidemic, this wave of in-depth content precipitation has won tens of millions of exposure for New Hope Dairy, and has continuously spread and spread through the community, laying an excellent public opinion foundation for the Fresh Dairy Festival.
After a series of dissemination and content fermentation, the topic of Fresh Milk Festival on the day of the event became very popular. Offline, the Fresh Milk Festival event has become a check-in place for internet celebrities and mothers. The "24-hour Fresh Laboratory" headed by a doctor of R&D led the babies to conduct interesting milk experiments, allowing children and mothers to understand the nutritional value of drinking high-quality fresh milk; the brand IP Dairy Cow Hei Xiaoyou started the "Xiaoyou Milk Company", leading everyone to immerse themselves in the fresh milk scenes that travel through time and space; the wonderful spokesperson group ceremony and the performance of the national fencing team members even ignited the stage... The three-dimensional fresh milk experience triggered the city topic. On the day of the event alone, nearly 3,000 "fresh fans" flocked to the scene to experience the festival ceremony and various carnival benefits brought by 24-hour fresh milk. More than 20 Internet celebrities KOLs posted the live game experience materials on Dianping, and attracted more than 10,000 netizens to watch and like.At the same time, New Hope Dairy has also opened an online venue for the Fresh Dairy Festival through live broadcasts and Weibo interactions. Online audiences followed the anchor to experience the same ceremony and interactive benefits of the Fresh Dairy Festival. More than 40 million fans watched New Hope Dairy's #Fu Tai Circle Preservation Tips#, and the online fan-exclusive interactive link, just one official Weibo of #Find Fresh Koi#, brought nearly 20 million views. Create an offline internet celebrity landmark and develop it into a popular online content. This way of integrating offline online has brought dozens of times more cognitive exposure to the Fresh Milk Festival, making the core selling point of 24-hour fresh milk "10 times immunoglobulin and fresh only sold on the same day" deeply rooted in the hearts of the people.
From the "reincarnation" crowd setting of the overture to the subversion of the "amateur" talent show on the topic of entertainment marketing, it finally settled on Big Day's three-dimensional publicity of brand concepts and product selling points. New Hope Dairy achieved information transmission to the target crowd through a set of rhythm details and a clear focus on marketing trilogy. It can be said that in the new era of consumption, the relationship between brands and consumers is no longer a simple supply relationship, but requires more humane communication and trust, and conveying one's own values and attitudes. As a domestic high-quality dairy brand, New Hope Dairy has been constantly exploring on this road, focusing on different groups of people and new communication channels, content forms, and media means, and spreading the image of national milk and the health concept of low-temperature dairy in a unique and creative and interesting way.
Source: Consumer Daily Network
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