With the rise of a new generation of consumers, its lifestyle, hobbies, etc. have changed, in order to seize the attention of a new generation of consumers, major dairy companies have opened a variety of novel publicity methods. For example, not long ago, Junlebao reached a cooperation with the first domestic meta-universe product "Xi'an" released by Baidu, which is also the first dairy company to cooperate with meta-universe.
Speaking of which, you may wonder, what is the metaverse? The metaverse is the virtual world created through technology, as the penetration and diffusion of digital technology into various fields are getting stronger and stronger, the new concept of the metacosm as a digital world has also exploded, which is also one of the reasons why many head companies have joined the metacosm.
In fact, in addition to the metaverse, opening blind boxes and watching movies are also popular among a new generation of consumers, so they have also become the key marketing methods of some dairy companies.
As a new type of product, blind box is widely loved by Z generation consumers. The pleasure of opening the blind box in addition to enabling a new generation of consumers to obtain the value of the goods itself can also meet the curiosity of a new generation of consumers. With the explosion of the blind box economy, its marketing has gradually spread from toys to the milk powder market.
According to the author's incomplete statistics, in 2021, Jin Lingguan, Haipu Nuokai, Feihe, Jiabei Aite, Hopson, etc. have opened blind box activities.
In 2021, Jinlingguan launched a nationwide activity to buy milk powder and open a blind box, attracting many consumers to punch in. In addition, it also cooperated with Tang Meixing, Good Daddy Kispa and Ben Life to launch the "Golden" Happy Blind Box, setting up three major theme blind boxes of Time Treasure Box, Guardian God Box and Energy Magic Box, which realized the superposition of brand resources and also aroused the widespread attention of users.
Haipu Nuokai's 1897 series and Youlan both opened the 99 yuan milk powder blind box activity. It is reported that consumers buy and score 6 large cans of milk powder, plus 99 yuan can draw milk powder blind box once, purchase and point 12 large cans, can complete 2 milk powder blind box lottery, but also can draw another big brand gift.
In addition, Feihe 2021 Double Eleven opened the check-in lottery blind box activity; Hopson also launched the New Year custom "Sheep Gas Gift Box" for the lottery in the Spring Festival of 2021; Jiabei Aite held a "buy any product of Jiabei Aite in early 2021, or take a photo and punch card to upload to the circle of friends, you can participate in the circle of blind box activities!" ”
It can be seen that more and more dairy companies have derived many new combination models on the basis of the blind box itself, which effectively attracts the attention of consumers and also strengthens the ability of blind boxes to realize.
In addition to the blind box, movies are also widely loved as an entertainment method that can meet consumers' emotional needs, consumer needs and social needs at the same time. Therefore, in the past two years, cooperation with films has also become the key marketing method of some dairy companies.
In 2021, Feihe has successively become the exclusive partner of the dairy industry of "Chinese Doctor", "Chosin Lake" and "My Father and Me". And during the release of the film, offline movie watching activities were also carried out, such as during the release of "Chinese Doctor", Feihe invited medical staff on the front line of the fight against the epidemic to watch the film together to pay tribute to the most beautiful retrograde.
As the only dairy authorized partner of the movie "Embracing You Through the Cold Winter", Xi Anzhi started from Wuhan, Shenzhen and Changsha on the day of its premiere, kicking off the prelude to the national 100-city private film viewing activity, which not only brought warm resonance to consumers, but also enhanced the brand's popularity.
At the beginning of 2021, Dorn bet on the dark horse movie "Hello, Li Huanying", which not only conveyed Dorne's warmth and love for countless families, but also built a communication bridge with consumer emotions.
In addition, as the official partner of the 33rd China Film Golden Rooster Awards and the chief partner of the Movie Channel Festival, Junlebao's brand image and product advantages were fully presented in the live broadcast. Through the strong combination of national enterprises and national media, the brand potential energy is detonated.
From the above cooperation between dairy companies and movies, we can see that dairy companies are very distinctive in the selection of movies. Movies are generally emotion-oriented, can establish a stronger emotional connection with consumers, and reach the hearts of consumers with true feelings, so that consumers have emotional resonance and make marketing more warm.
At the same time, in the form of online and offline all-round integration, it can create a scene of communication with users for dairy enterprises, so that dairy enterprises can more fully display their product quality and brand concept to consumers.
Whether it is a meta-universe, or a blind box or a linkage with movies, dairy companies on the one hand try to enhance consumer awareness of the brand through novel marketing methods; on the other hand, they also hope to achieve sales growth.
Judging from the marketing actions of dairy companies in recent years, in addition to the above methods, there are also many dairy companies that carry out marketing through the forms of title variety shows, linkage vibrato and small red books. It can be seen that dairy enterprises understand the interests and needs of young consumers more and more in marketing, showing a more dynamic, trendy and young brand image, which will also set off a wave of rejuvenation in the industry.
Marketing pursues not only the expansion of influence, but also takes this opportunity to better seize the minds of consumers and enhance sales. In 2022, the key node of the secondary formula is destined to have more dairy companies join this marketing war, and we also expect that dairy companies can bring us more surprises!