On June 16, Mengniu Yashili's high-end middle-aged and elderly milk powder brand "Yourui" was officially announced to the public, and zhang Guoli, a national first-class actor, became the new brand spokesperson of "Yourui". This is another important market action of the Mengniu Yashili Yourui brand after the release of Yourui probiotic powder in Wuhan on June 1.
With the intensification of the aging of the population structure, Mengniu Yashili adjusted its product strategy in a timely manner, from product research and development to market promotion, and further accelerated the layout in the field of middle-aged and elderly milk powder. The data shows that despite the impact of the new crown epidemic, the omni-channel sales volume and sales of Mengniu Yashili middle-aged and elderly powder in 2020 showed double-high-digit high-speed growth.
Some analysts believe that Zhang Guoguo, the signed and official brand spokesperson, reflects Mengniu Yashili's full confidence in the development potential of the middle-aged and elderly milk powder market segment.
Zhang Guoli has become a new spokesperson for Yourui's high-end middle-aged and elderly milk powder
The sales of the middle-aged and elderly health market showed rapid growth
Affected by the decrease in the number of infants and young children born in recent years, the consumption of domestic milk powder market has shown a downward trend, the demographic dividend has ended, and stock competition has become the main theme of the current infant milk powder market.
At the same time, in the context of consumption upgrading and the intensification of population aging, the health problems of the elderly are increasingly concerned. According to the survey data of the Healthy China Action Promotion Committee, the overall health status of the elderly in China is not optimistic. Hyperglycemia, osteoporosis, constipation... A series of middle-aged and elderly health problems have made more and more consumers pay more attention to products that are more beneficial to themselves, and the nutrition market has ushered in new development opportunities.
Nielsen report shows that the new crown epidemic has made domestic consumers pay more attention to health, food nutrition, body immunity is particularly concerned, containing nutritional supplements, enhance immunity, natural raw materials are the three product information that consumers are most concerned about for middle-aged and elderly milk powder.
Through the capture and in-depth insight of market trends, Mengniu Yashili has successively launched the "Yourui" series of middle-aged and elderly milk powders, including selenium-rich high-calcium goat milk powder, bone Yi middle-aged and elderly milk powder, Shunyi middle-aged and elderly milk powder, Yitian middle-aged and elderly milk powder, Xinpei middle-aged and elderly milk powder and a total of eight. Among them, Yurui selenium-rich high-calcium goat milk powder selected Dutch whole fat goat milk powder, with selenium-rich yeast, rich in calcium and a variety of vitamins, more nutritious; Colostrum alkaline protein powder is added to yorigate bone, which is rich in milk mineral salts, which contribute to bone and joint health; Yurui Yitian is conducive to the stability of postprandial blood sugar and weight control, and specially added inulin, high dietary fiber, suitable for daily drinking.
"Yourui" series milk powder is positioned as a professional formula nutritious food, developed for the needs of different groups of people, providing healthy nutritional solutions for middle-aged and elderly people. Because there are no side effects, it can be consumed for a long time and is a nutritional choice other than health supplements.
Affected by multiple factors such as changes in demographic structure and changes in consumption concepts, the consumption of adult milk powder in China has shown a rapid growth trend. According to the latest Nielsen report, the overall sales of adult milk powder in the Chinese market in 2019 and 2020 increased by more than 11% year-on-year. In 2020, the omni-channel sales volume and sales of Mengniu Yashili middle-aged and elderly milk powder showed double-high-digit rapid growth.
With the spokesperson Zhang Guoguo health image to bless the brand power of Yourui
As a milk powder business segment of Mengniu Dairy, Yashili is committed to full life cycle nutrition research and product development. At present, it has established a brand matrix that includes five major infant milk powder brands of Yashili, Rui Nuen, Domez, Dora Lamb, ArIa Baby and Me, as well as four major nutrition brands of Mengniu Yourui, Tekangli, Yashili Zhengwei and Yashili Nutritional Rice Noodles.
It is reported that Zhang Guoli is another new spokesperson for Mengniu Yashili in recent years after Yao Chen, Liu Tao and Deng Chao.
Born in Tianjin in 1955, Zhang Guoli is a well-known artist, director, producer, and national first-class actor. Zhang Guoli began to set foot in the film industry in 1984, and since the 1990s, he has become a household name with a series of popular TV series, starring in many classic film and television dramas such as "Kangxi Micro Service Private Interview", "Iron Tooth Copper Tooth Ji Xiaolan", "Prime Minister Liu Luoguo", "Golden Wedding" and so on, and the film and television images of Kangxi and Ji Xiaolan have been deeply rooted in the hearts of the people. In recent years, Zhang Guoli has also participated in the recording of popular variety shows such as "National Treasure", "Extraordinary Ingenuity", "China's New Blind Date", "Happiness Trio Season 2" and so on, and continues to create hot topics on social media.
In the 2021 China Star Commercial Value Ranking, Zhang Guoli ranked second among artists aged 60 and above. With the broadcast of "2021 Beijing Satellite TV Spring Festival Gala" and the TV series "Xiao Shede", Zhang Guoli's commercial value has increased significantly.
Zhu Zhenhua, general manager of Mengniu Yashili Nutrition Division, revealed that Zhang Guoli's public image characteristics such as stability, elegance, strength and righteousness are outstanding, and it is highly compatible with the middle-aged and elderly milk powder with the care for the elderly, health, nutrition and high-end brand tone, which is the reason why the brand chose to sign Zhang Guoguo. Zhang Guoli said that the choice of in-depth cooperation with the Yourui brand stems from the recognition of the strength of Yourui's products. At present, the new print advertisement and TVC of Yourui Middle-aged and Elderly Milk Powder, which are blessed by Zhang Guoguo, are also about to be produced and intensively placed in the market.
Zhu Zhenhua, general manager of Mengniu Yashili Nutrition Division
"We hope that with Mengniu Yashili's product strength in milk source, formula, process and other aspects, supplemented by Yourui's brand power in the high-end middle-aged and elderly milk powder market, we can jointly empower the market reputation of this series of products, thereby further promoting the rapid growth of the sales side," said Zhu Zhenhua, general manager of Mengniu Yashili Nutrition Division.
It is understood that in addition to the official announcement of the new spokesperson, Yourui middle-aged and elderly milk powder has also become the official partner of the Chinese Football Association China team, and the advertising slogan of "Mengniu Yourui Middle-aged and Elderly Milk Powder Leading Brand" also frequently appears on the sidelines of the Asian group stage of the World Cup qualifiers.
Yourui middle-aged and elderly milk powder helped the Chinese men's football team impact the World Cup
In the Group A group stage held at 2:00 a.m. Beijing time on June 16, the Chinese men's team scored 3:1 to defeat the first-ranked Syrian team, and successfully entered the round of 12 with four consecutive wins in the second stage. The Chinese men's football team also won the Mengniu tens of millions of heavy gold rewards. Next, Together with all Chinese fans, Yourui witnessed the national football team launch another impact on the World Cup finals in the round of 12.
(Source: Consumption Daily)
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