As early as 1997, yogurt created a new pattern of China milk beverage with its sweet and sour taste. Over the past 24 years, through continuous strengthening of product innovation, taste experience and younger marketing actions, the sustained and benign development of national brands has been realized.
(Vintage green yogurt box)
In the past 24 years, in addition to the most classic "little green box", yogurt has continuously expanded its new product line. Taking the fruit series as an example, the fruit yogurt, fruit yogurt, fruit yogurt, fruit yogurt and fruit cup yogurt were introduced successively. This year, Yogurt once again turned its attention to the bubble water track. With the combination of "milk and bubbles" in an innovative way, it broke through the concepts of traditional milk drinks and carbonated drinks, launched the first bubble milk "sour grandma steam" in China, and opened the "milk age of steam" in China's beverage industry.
Yogurt has always combined the characteristics of "sweet and sour" products with the target group of "in the prime of youth", advocating sharing the sweet and sour taste of youth with young people, transmitting infinite energy and vitality, growing together and pursuing a better life together. Advertisements are mostly from the perspective of young people, such as I want my taste, I feel the taste of youth, and the excellent taste of summer, which have left a deep impression on the minds of every generation of young people. The iconic product "Little Green Box of Yogurt" has also become an indispensable growth element in their memories of youth. For example, the sales volume of yogurt continued to exceed10 billion this year, and it has already become a well-deserved beacon of domestic products.
Yogurt from Liu Yifei, Yi Jianlian, Ariel Lin, Wilber Pan, Jay Chou, Zhou Dongyu, Chen Linong and Times Youth League, as a "trend pioneer" in the national beverage industry, together with energetic positive energy idols, has continuously passed on food, trends and happiness to every generation of young people for 24 years. In 2020, the brand virtual spokesperson "Xiaoyou" was launched: a lovely Gemini girl, English name Yommy, with a grapefruit-shaped bob on her head and a pair of small blue eyes under her bangs. Her nose is small and exquisite, and she always keeps a proper smile on her face. Xiaoyou IP is one of the most typical cases in which classic domestic brands actively embrace the current secondary culture. With the continuous derivation of Xiaoyou IP content, the brand connotation story is constantly fresh and deepened, and the brand image of yogurt is closer to young people.
Yogurt has always had a keen sense of young trend culture and refused to miss any content marketing channels that can be deeply cultivated. Whether it's the early named Happy Camp, the strawberry music festival that lasted for many years, the popular band online comprehensive summer vacation in recent two years, and the youth rap plan to be broadcast this summer, yogurt will always choose a platform that young people are interested in, and it will also let more people know about this 24-year-old national brand.
In order to keep up with the pace of young people, yogurt is also actively exploring the infinite possibilities of trendy cross-border fields. 20 19 cooperated with "feiyue", the most historic brand of national fashion shoes, to board Paris Fashion Week together, so that national fashion drinks from the East can shine brilliantly on the western fashion stage. In 2020, the seasonal restriction of sweet-scented osmanthus glutinous rice flavor "sweet-scented osmanthus rhyme" was introduced, which realized the inspiration collision between the classic handmade "sweet-scented osmanthus brew" and the modern tide drink, and jointly customized the Hanfu with the same name with the well-known Hanfu brand Huachaoji, so that the excellent Chinese culture was seen by more people.
All kinds of innovations and explorations have made yogurt move forward smoothly on the road of revival and upgrading, and sales volume is the most convincing proof. Since 20 19, the annual sales of yogurt has continuously exceeded 10 billion yuan, achieving a milestone of 10 billion yuan and becoming one of Yili's four billion brands. Throughout the 24-year observation of yogurt, whether it is cooperating with young celebrity spokespersons or creating virtual spokesperson IP in person, whether it is multi-channel layout for content marketing or cross-border production of innovative products, one thing yogurt has been doing is to walk with young people, experience the ups and downs of youth, convey unlimited energy and vitality, and jointly add quality to better youth.
Encouraged by good opportunities for industrial development and corporate recognition, with the vigorous development of China's animation cultural and creative industries in recent years, CAWAE has concentrated its industrial superior resources, providing a broad platform and superior publicity resources for animation and derivative enterprises. Hundreds of thousands of visitors to ChinaJoy are highly consistent with the target audience of animation companies, which also makes the participation of well-known domestic animation brands continue to heat up. Nowadays, animation companies, comic book companies, film and television companies, individual creators, derivative companies, publishers, distributors, toy companies, product agents, investment institutions and other enterprises can find target audiences and display platforms in CAWAE. The exhibits cover comics, animation, animation derivatives/peripherals, fashion toys, boutique hand-made/model games, fashion toys, secondary clothing and other categories. This year's CAWAE Bring more abundant exhibition contents to hundreds of thousands of live audiences, and present a wonderful audio-visual feast for animation lovers and people in the animation industry-I believe yogurt will present more excitement for everyone at the 200218th CAWAE!