As the 100-day countdown to the Paris Olympic Games is approaching, Yili Group, as the only health food company in China that serves both the 2008 Beijing Olympic Games and the 2022 Beijing Winter Olympics, held the theme activity of "Double Yili to Paris". Pan Gang, Chairman and President of Yili Group, and Zhang Jianqiu, Senior Executive President of Yili Group, attended the event. At the same time, the event also invited the relevant leaders of shooting and badminton of the General Administration of Sports of China, Xu Haifeng, the first gold medalist of the Chinese Olympic Games, Li Na, the first women's singles champion of Asia's tennis Grand Slam, Huang Yaqiong, the world champion of badminton, Zheng Siwei, as well as a number of media and people from all walks of life to attend the event to witness Yili sounding the rallying call to go to Paris together.
In addition, in the current countdown stage of the Olympic Games, Yili also launched the first AIGC instantaneous all-universe video "Yiqi to Paris", which jointly played the Olympic overture of Yili cheering for the Olympic Games and escorting the Olympic athletes.
The new product launch will reproduce the real chapter
Yili Olympics limited edition PET bottle debuted
At the ceremony, Pan Gang, chairman and president of Yili, made a speech on the customized PET bottled pure milk for Chinese athletes, and at the meeting, Zhang Jianqiu, senior executive president, also said: "As a 'double Olympic enterprise', Yili will continue to provide high-quality products for Chinese athletes by relying on its rich experience in competition service and excellent product quality, and do a good job in all-round nutrition protection, so as to help Chinese athletes achieve better results in Paris." ”
For the representatives of national brands, Yili consciously stands at the height of national brands and closely binds the brand to the Olympic Games, which is the Olympic sentiment of the Chinese people to "win glory for the country" and its deep sense of brand responsibility.
Over the years, Yili has provided nutritional assistance to tens of thousands of Chinese Olympic athletes, and has supported nearly 40 Summer and Winter Olympic teams to win international honors, which have been highly recognized by all parties. In order to further help Chinese athletes compete in the upcoming Olympic Games, Yili Milk, as a guarantee product for the preparation of national team athletes of the Sports and Training Bureau, focuses on the nutritional health and spiritual resonance of the athletes.
As one of the brand's representative works, Yili pure milk has become the quality choice of many people in the era of great health with its high-quality milk protein and first-class taste, and the Yili China athletes' customized PET bottled pure milk also inherits the advantages of this product, creating a high-quality pure milk of 3.2g/100mL of high-quality milk protein on the basis of selecting the ecological milk source of the pasture, and using the INF technology steam immersion sterilization process, aiming to provide consumers with a mellow and rich delicious experience.
Since it is a "customized model for Chinese athletes", Yili's interpretation of the word "customized" is naturally not as simple as the new PET bottles.
In this regard, Yili started to show the demeanor of athletes from the visual image of the product, and created 8 limited packaging products for athletes from the image of many sports star players on the product, taking advantage of the athletes' link between consumers and brands, which is novel and full of positive energy.
As a companion
Help Chinese athletes stand on top of the world
Some people say that companionship is the most affectionate confession.
Yili's hand in hand with the Olympic Games over the years has been a long-term companionship, both from the perspective of time and space.
On the occasion of the 100-day countdown to the Olympic Games, Yili launched the first AIGC instantaneous all-universe video "Yiqi to Paris" for athletes with a countdown of 100 days, watching the athletes prepare for the 100 days, telling the story of Yili pure milk accompanying the national athletes from China to Paris and escorting them to every moment of their dreams, and at the same time, it also interpreted the emotional connotation of the brand with a very professional picture.
Although there is no story-like dialogue in the whole film, the "sportsmanship" runs throughout, showing the athletes' fearless belief in hard work, bringing visual impact to the audience, but also showing the spirit and style of Chinese athletes to the world, and letting consumers feel the all-round hard core strength of the brand in sports events related to national honor.
Nashi believes that if the launch of customized PET bottled pure milk for Chinese athletes is a hardcore performance of Yili's support for the Chinese national team. Then, through the enthusiastic and creative AIGC instantaneous universe video "Yiqi to Paris", it has inspired the national pride in the hearts of athletes and the people, which is undoubtedly Yili's soft landing for the Olympic Games at the emotional level.
Continue to strengthen the status of Olympic companions
Embark on a global journey with a global perspective
"The Olympics is a stage where two-thirds of the world's population will be focused. "Under the watchful eye, an Olympic project conveys not only the innovation and intention of Yili's marketing thinking, but also its sense of social responsibility as a national brand.
Since 2005, Yili has always been accompanied by the Olympic dream and the Olympic spirit, accompanying Chinese athletes to prepare for one Olympic event after another with high-quality nutrition, witnessing the love and persistence, glory and splendor.
For Yili, the identity of the Olympic companion is an honor and a responsibility. In addition to the appearance of the customized PET bottled pure milk for Chinese athletes and the first AIGC instantaneous universe video "Yiqi to Paris" for athletes counting down to 100 days, Yili also launched a video on the occasion of the 100-day countdown to the Olympic Games, writing the 20-year bond between Yili and the Olympic Games by telling the "inheritance", and conveying Yili's attitude and values as a professional partner of the Olympic Games.
In the video, Yili focuses on the "sports spirit" rather than just the "sports event", from the square dance to a basketball game in the countryside, from a rural child who loves sports to a dazzling star, under Yili's rich outdoor billboard resources, we can see the moments of different sports spirits, and also see the silent support for the real Olympic spirit.
Nashi believes that these multi-dimensional efforts are the embodiment of Yili's social responsibility as a national brand and the feelings of the family and country, a high reflection of the rise and self-confidence of the national brand, and from another point of view, it is also the implementation of Yili's globalization strategy and layout.
Back to January this year, in the first Forbes "China Global 30 & 30" selection, Yili, as the only dairy company, was awarded the "Top 30 Global Brands Going Overseas" and ranked among the "Leading Brands" list. This selection marks the recognition of Yili's global development and sets a new benchmark for Chinese dairy enterprises to go overseas.
In recent years, focusing on the concept of "consumer-centric", Yili has built a backbone network covering the global resource system, global innovation system and global market system in Asia, Europe, America, Oceania and other developed dairy regions.
The same is true for the Olympic Games, Yili has made multi-dimensional efforts to help Chinese athletes stand on the top of the world from the perspective of products and marketing, on the one hand, it strengthens its identity as Olympic companions, and on the other hand, it also depends on its own global vision and strategic orientation.
Looking back on the past 20 years of Yili and the Olympic Games, it is not difficult to find that the Olympic Games have always been an important step on the road of Yili's progress, witnessing how Yili has moved from China to the world step by step, and Yili's companionship for the Olympic cause has also been seamlessly integrated into the brand's globalization strategy.
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The more a national brand goes, the more it must respond to the times. As Yili is about to enter the 20th anniversary of joining hands with the Olympic Games, what will Yili's journey with the Olympic Games and the times look like in the future?
It is foreseeable that the corporate creed of "Yili is quality" will still be the direction of this national dairy enterprise that will never stop moving forward. Just like the customized PET bottled pure milk for Chinese athletes launched this time, on the basis of adhering to high quality, Yili insists on innovating products around consumer needs, while seizing the minds of consumers, it is also satisfying people's emotional value needs, and continuously adding new impetus to the long-term and high-quality development of the brand.