In recent years, China's cold beverage industry has been fraught with many challenges against the backdrop of changing consumer preferences and retail markets. In the uncertain market environment, major brands actively explore new increments through product innovation, scene innovation and marketing innovation, so as to break the circle in the highly competitive cold drink market, and Yili Ranch is one of the leaders.
On the one hand, based on the word of mouth and influence of red jujube milk flavored ice cream for many years and the unique cake structure, Qingti sweet apricot flavored ice cream was launched; In order to meet consumers' pursuit of healthy eating, low-sugar thick milk ice cream has also been launched to inject more "love" into the cold drink market. As a representative product of Yili Ranch, red jujube milk-flavored ice cream coincides with the core population of Yili Ranch, and has been selling well in the ice market for many years and has an unshakable market position. This time, the combination of two innovative products has created a combination of "green red and dry white", so that young people can "love it to their heart's content, call him green and red 'dry' white". On the other hand, through the cross-border strawberry music festival Changsha Station, Hangzhou Station, and LiveHouse, we continue to unlock the brand's music attributes, so that the "love" injected by the brand and the lifestyle advocated by the brand of "love to the fullest, call him green and red 'dry' white" affect more circles, achieve a successful breakthrough, and make a new demonstration to boost cold drink consumption.
Image source: Yixiaoli Ice Cream official Weibo
Create a "blue, red, dry and white combination"
Injecting more "love" into the cold drink market
For cold beverage brands, it is common practice to create new incremental opportunities through product innovation, adding SKUs, and broadening category boundaries to achieve new growth in the uncertain cold beverage market. However, in order for innovative products to be favored by consumers, brands need to accurately understand consumer trends and keep up with them.
Consumer early adopters have always been an important driving force for cold drink innovation. Among them, taste is the hard verification power to attract and retain users, and it is also the top priority of brand innovation. According to iMedia survey data, more than 86% of Chinese consumers attach importance to the taste of ice cream.
Among the flavors that young people like, high-quality fruit flavors are absolutely mainstream, and fruit flavors are also one of the best taste trends of the year at Innova Market Insights. Among the many fruit flavors, the Qingti series has always been a popular model in street drink stores. Yili Ranch's new Qingti Sweet Apricot Flavored Ice Cream contains the aromatic milk of Qingti grape jam, accompanied by sweet apricot jam swirling blending, soft taste, and rich taste with chocolate crispy skin. As soon as this product was launched, it exploded on the Internet and became a trendy taste loved by consumers.
Image source: Yixiaoli Ice Cream official Weibo
With the upgrading of consumers' health awareness, how to balance the deliciousness and health of products is the primary issue in front of cold drink brands. After gaining insight into consumers' focus on the direction of health in the post-epidemic era, Yili Ranch continues to explore ingredients with more healthy selling points, upgrade product quality and brand value. Its new low-sugar thick milk ice cream product uses 3.8 times protein concentrated milk, adopts high-quality low-sugar formula, and adds xylitol, rich milk taste and light taste, while achieving low-sugar formula, retaining the unique pleasure of high-quality ice cream, bringing consumers a new experience of low-sugar and low-burden milk ice, seizing the commanding heights of healthy consumption.
Image source: Yixiaoli Ice Cream official Weibo
While increasing product innovation, Yili Ranch also takes Qingti sweet apricot flavored ice cream as the main product, and skillfully combines it with the classic products red jujube milk flavored ice cream and low-sugar thick milk ice cream new products to create a "green, red and white" combination, while radiating other products of Yili Ranch, reflecting the brand image of loving life, young and energetic.
Yili Ranch takes Qingti sweet apricot flavored ice cream as the core to create an Internet celebrity explosive product; With red jujube milk flavored ice cream as a classic representative, consolidate the brand foundation; With low-sugar thick milk ice cream to meet new consumer demand, give classic products new connotations, let young people "love it to the fullest, call him blue and red 'dry' white". So that the "blue red dry white combination" stands proudly among the cold drink brands, which is both trendy and classic, delicious and fashionable.
Cross-border joint music festival fancy revitalization
Let young people "love it to their heart's content, call him blue and red 'dry' white"
In the highly competitive cold beverage market, high-quality products are the first point of contact to communicate with consumers, but if brands want to stand out from the competition, they also need to continue to develop consumption scenarios, reach more consumer groups, create more interesting marketing activities that cater to young people's social habits, and have real and effective resonance links with them.
After 15 years of precipitation, Strawberry Music Festival insists on leading youth culture and has become the largest music youth gathering scene in China and one of the important music festivals in the world. This year is the first year of full liberalization, after three years of lack of offline entertainment activities, young people especially need to form a collective carnival through interactive ceremonies, Strawberry Music Festival as a mobile space practice, has become a new way of life for young people, Strawberry Music Festival everywhere is launched.
And the collision of ice cream with the restless music festival is undoubtedly the right opening posture. In order to better reach young people and allow more consumers to better perceive the brand attitude - "love", Yili Ranch has teamed up with Strawberry Music Festival IP Changsha Station and Hangzhou Station to create immersive offline experience and strong interactive social scenes for consumers through a variety of offline activities.
At the Strawberry Music Festival, Erie Ranch parachuted a giant "trendy cool machine", attracting a group of young friends to watch; also brought super terrier Internet celebrity copywriting wall and trendy peripheral gifts, causing everyone to check in and take photos; The product portfolio of "green red dry white" is even more eye-catching, amazing, completely awakening the enthusiasm of consumers, allowing consumers to "love to the fullest, call him green and red 'dry' white", and eat ice cream together.
Image source: Yixiaoli Ice Cream official Weibo
As a trendy check-in place for young people, LiveHouse has developed into a hot topic on major social platforms. Xiaohongshu searched LiveHouse, showing 730,000+ notes; On the Douyin platform, #LiveHouse, the number one topic list, has 22.44 billion views.
It is precisely because of this ubiquitous emergence that LiveHouse can help brands accurately reach more consumer groups, and can further strengthen brand awareness through a variety of creative combinations of gameplay.
Based on the insight into the changes in young people's social habits and consumer needs, Yili Ranch Cross-border LiveHouse has created a theme music activity for consumers to love his green and red "dry" white. Through a music stage specially created for young people, high-key lighting and light music can instantly mobilize the enthusiasm of users. In addition to the "cyan red dry white" product portfolio, there are also brand-exclusive acrylic boards, roll-up treasures, screen projection content, and the blue and red "dry" white combination as one of the photo props, which is not only delicious but also very fun. By creating an immersive LIVE scene, Yili Ranch fully meets the needs of young people in pursuit of new trends, creating a young and energetic music atmosphere, which perfectly reflects the brand power of "love".
Image source: Yixiaoli Ice Cream official Weibo
At the communication level, Yili Ranch continues to plant grass on platforms such as Xiaohongshu, Weibo, Kuaishou, and Douyin, and initiates #尽情热爱管他青红 "dry" white#topic interaction. And invite experts in various fields such as store exploration, fashion, and life to spread brand content, continue to deepen the brand scene, and consolidate the brand's music attributes with the influence of the leaders of the momentum department.
epilogue
In this uncertain market environment, Yili Ranch returned to its brand and product roots to find new discoveries. The pasture is blue sky, white clouds, meadows... The natural vitality of the scenery, Yili Ranch "green red dry white" combination is green extraction, red dates, low sugar thick milk... 's natural vitality delicious, but also energetic pleasure hours, with natural vitality attributes, can make consumers "love, call him red 'dry' white".
"Awaken vitality and love" is the communication proposition of Erie Ranch this year, and it is also the love and persistent attitude of music that LiveHouse and Strawberry Music Festival want to convey. Through the cross-border livehouse and the joint Strawberry Music Festival IP Changsha Station and Hangzhou Station, Yili Ranch cleverly associated the three key products of the "Qing, Red and White" combination, and realized the integration of brand and music from the dimensions of concept, content and products. At the same time, through online and offline integrated marketing, Yili Ranch not only consolidates the brand's musical attributes, but also allows consumers to perceive the "love" brand power of Yili Ranch.
Looking forward to the future, let us look forward to Yili Ranch's continued cultivation of quality, adhere to product innovation, constantly explore and meet the needs of consumers in different segmented scenarios, continue to provide consumers with healthy and delicious food in the cold drink track, and lead the road of high-quality development of China's cold beverage industry.