In the early morning of May 15, Mengniu officially announced the latest spokesperson: Jia Ling.
In the Mengniu promotional poster, Jia Ling is wearing a white suit, her figure is still slim, and she is in a very good state, with an affinity and sweet image, which is in line with the brand concept.
From a sketch actor, he jumped to the top position, and the credit is due to two movies: "Hello Li Huanying" and "Hot and Hot".
After the success of the first film, Jia Ling's commercial value has been reflected, but it is more cautious and there are not many of them.
In the past four years, Jia Ling has only had three endorsements, most of which are related to instant food products, such as instant noodles, fried chicken, takeaway, etc.
Compared with the endorsement of Mengniu, these can be said to be worlds apart.
The great change comes from the Spring Festival in 2024, when Jia Ling jumped to the top with the release of the movie "Hot and Hot".
During the Spring Festival holiday, "Hot and Hot" ranked first at the box office for seven consecutive days, and the total box office also ranked first with 2.5 billion!
April 10 is the last day of the release of "Hot and Hot" directed by Jia Ling, with a final box office of 3.46 billion yuan, which is the box office champion and the champion of moviegoers during the 2024 Spring Festival. In the current box office ranking of Chinese film history, it ranks 14th.
Her image in the film refreshed the public's perception.
The topic of losing 100 pounds instantly detonated the whole network, and with the earth-shaking changes in her personal image, her reputation and status also quietly changed.
What does Jia Ling look like in memory?
is a chubby comedy star with a pear vortex when he laughs.
As soon as this "Hot and Hot" opened, Jia Ling in the film was really staggeringly fat.
Indeed, as soon as she appeared, Jia Ling played a "waste material" character.
At this time, remember Jia Ling's fattest appearance.
The camera turned, after more than a year of boxing training.
Jia Ling appeared again, wearing a boxing suit, and appeared in front of the audience domineeringly.
The audience is blindfolded!
Is this Jia Ling?
Especially when Jia Ling's abdominal muscles are shown in the camera, she is not alone at all.
When the past self and the present self walk hand in hand through this long road.
This strong visual contrast, this strong lens impact, really makes people feel like they are bursting.
When the 100 catties that Jia Ling lost were presented in digital form.
It is very visually impactful, and it is also a real emotional explosion.
This is indeed the most burning part of this movie, and it is also the most awe-inspiring part of this movie.
Because of Jia Ling's perseverance and Jia Ling's spirit, it is really staggering!
After the movie, everyone took out their mobile phones to shoot the screen, some people applauded, some people kept shouting, cow, cow, cow!
Doesn't that mean Mengniu?!
Born to be strong!
This is the encounter between Mengniu and Jia Ling!
Over the years, Mengniu has not only strengthened the Chinese people with world-quality dairy products, but also taken the responsibility of leading dairy enterprises, connecting "white sports" and "white nutrition" with cups of hot milk, providing athletes with energy supplements with high-quality nutritional products, and stimulating the unremitting fighting spirit of athletes to "faster, higher and stronger".
If the "first half" of China's dairy industry is about speed, then today, "China's dairy industry has stood on the kick-off line of the 'second half'." From Mengniu's perspective, this also means that China's dairy industry will "change borders and fight again" in the future.
No matter how many goals are scored in the first half and how many points are scored, don't be happy too early, and don't feel discouraged, the Chinese dairy industry competes with ingenuity, intentions, perseverance and patience.
In the second half, Mengniu still focused on itself, how to make its products more innovative, how to make its brand stronger, how to make its work more efficient, and do its own things well, and there is no need to care about the rest.
Anchoring the "14th Five-Year Plan", Mengniu has formulated a five-year development strategy of "creating a new Mengniu", and has drawn a blueprint for the FIRST development of New Mengniu from five dimensions: First-Choice, International, Responsibility, Spirit and Technology.
Since its establishment, what has led Mengniu people from the Inner Mongolia grassland to the whole country and ranked among the top eight in the global dairy industry is the innate strong spirit of Mengniu people in their genes - Mengniu spirit, which is "born to be strong and compete with themselves".
Six years ago, what moved Mengniu by the football king Messi was the "strong" spirit of "overcoming setbacks again and again through continuous efforts the day after tomorrow and achieving world-renowned achievements".
Climb again. Adhering to the spirit of being strong, Mengniu will be down-to-earth, relying on the spirit of being strong and the will to win, so that all the "impossible" will become "possible", and create a new Mengniu.