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    Home > Biochemistry News > Biotechnology News > Feihe milk powder: In the era of New Year's greetings in the cloud, Feihe milk powder creates an interactive venue for Chinese New Year topics, refreshing the festival experience for users

    Feihe milk powder: In the era of New Year's greetings in the cloud, Feihe milk powder creates an interactive venue for Chinese New Year topics, refreshing the festival experience for users

    • Last Update: 2021-04-16
    • Source: Internet
    • Author: User
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    In the Spring Festival of 2021, a large number of "primitive people" hope to feel the festive atmosphere and get emotional company online.
    This year, Feihe milk powder extends the brand concept of "high-quality companionship" from the parent-child growth scene to the national festival scene, bringing the heart-warming new year “cloud companionship” to thousands of users.



    On the eve of the Spring Festival, Feihe Milk Powder was named the "Star Year of the Stars" online theme event.


    From February 8, 2021 to February 18, 2021, Toutiao Douyin Shuangduan Topic# was launched.
    Linkage Feihe Milk Powder Brand Challenge #He Cai China loves to have inheritance, gathering 20+ celebrities for topic call and good species, triggering a new year gift carnival where users have fun, celebrities are loud, and Feihe has warmth.




    Behind this, what did Feihe milk powder do right?

    Behind this, what did Feihe milk powder do right?

    Create a New Year topic interactive field, refresh the experience of the festival in place for users

    Create a New Year topic interactive field, refresh the experience of the festival in place for users



    This year, although the Spring Festival scene has been moved from offline to cloud, what remains unchanged is the traditional Chinese New Year flavor.


    Feihe Milk Powder has noticed the “three needs” of Douyin users in the Chinese New Year, that is, the need for hoarding New Year’s goods, the interactive demand for sending blessings, and the entertainment demand for refreshing videos.
    It has participated deeply in the # topic activity and launched a brand challenge , Focusing on the scene of sending blessings and gifts during the Spring Festival, once the topic is online, it attracts many users to come and create New Year's greetings videos.



    In order to further heat up the festive atmosphere, Feihe Milk Powder and Mega Engine teamed up with 20+ popular celebrities such as Sun Yizhou, Wu Xin, Xiao Yang, Wang Feifei, Xianzi, Bao Wenjing, Ying Er, Cheng Lisha, etc.


    , and unlocked the video New Year's greetings with celebrity fancy creations The new gameplay, using celebrity species to help users get the new year must-buy list, and bring users a new year experience with full of stars and strong flavors.

    In order to further heat up the festive atmosphere, Feihe Milk Powder and Mega Engine teamed up with 20+ popular celebrities such as Sun Yizhou, Wu Xin, Xiao Yang, Wang Feifei, Xianzi, Bao Wenjing, Ying Er, Cheng Lisha, etc.


    , and unlocked the video New Year's greetings with celebrity fancy creations The new gameplay, using celebrity species to help users get the new year must-buy list, and bring users a new year experience with full of stars and strong flavors.




    It is worth noting that this year’s New Year Feihe focuses on the keywords of "inheritance" and "love", and the deep linkage and brand concept are in line with stars.


    For example, in the promotional activities of the Feihe Spring Festival theme series "Crane You Now·Inheritance of Love" , Xiao Yang, a friend of Feihe brand, made an offline voice.
    In this # Chinese New Year event, Xiao Yang once again called Feihe online, infiltrating the brand spirit to users.




    Up to now, the Feihe brand topic #Inheritance has attracted 150,000+ users to create and contribute.


    Feihe milk powder follows the changes of users’ festive habits, and joins hands with a huge number of engines to focus on the Douyin Challenge, linking up with highly compatible stars, building an interactive scene for the whole people, and unlocking "short video social networking + Chinese New Year cloud New Year" for thousands of users.
    The trendy way of playing, convey the brand temperature of Feihe.




    The third-order gameplay leverages the value of celebrity IP and brings users the "Crane gift" of the New Year

    The third-order gameplay leverages the value of celebrity IP and brings users the "Crane gift" of the New Year



    At the most intense Spring Festival node of the annual brand battle, the use of star IP can effectively help the brand to get out of the circle and overtake.


    The huge engine "2020 Entertainment Arithmetic White Paper" shows that as of the end of 2020, Douyin stars have entered more than 3,000, with a year-on-year increase of 382% in playback volume and a year-on-year increase of 431% in interaction volume.
    This time, Feihe milk powder anchored the star ecology of massive engines and created a feast of star content.

    # In the event, Feihe milk powder teamed up with a huge number of engines to create a "magnet" that attracts users with a third-order gameplay around the star IP.


    The first-order detonated the atmosphere of welcoming the Chinese New Year.




    With the blessing of such gameplay, Feihe milk powder penetrates into the hearts of users step by step, achieving product efficiency growth and brand core warming.





    It is worth mentioning that Feihe milk powder continues to bind the Spring Festival to the spirit of the brand.


    From the 2016 Spring Festival "Warm Winter Action" to the 2020 Spring Festival "Crane New Year, New Year's Inheritance" parent-child travel charity activities, Feihe milk powder integrates charity culture into the New Year node.
    This year, Feihe has joined a huge number of engines, taking star IP as the starting point, fully integrating the trend of Douyin gameplay with traditional Chinese human touch, and further enriching the extension and connotation of "Chinese Year", and bringing stars to accompany the Chinese New Year to bring mass users.
    Come the Chinese New Year "Crane Li".




    Create celebrity customized brand content, let Feihe concept deeply rooted in people's hearts

    Create celebrity customized brand content, let Feihe concept deeply rooted in people's hearts



    "Modern Advertising" once pointed out that if a brand wants to create entertainment value, it needs to be grafted into existing entertainment assets.
    Among them, celebrities are the most valuable entertainment assets because of their public image, private domain fan base, social media discussion, etc.
    They are the brand assets of celebrities, which can be transferred to the brand.
    This time, Feihe Milk Powder demonstrated a model-level gameplay that transforms entertainment assets into brand assets.



    In the warm-up stage, Feihe milk powder and the giant engine used the stars to call and warm up the New Year's Eve game to gather brand enthusiasm; in the detonation stage, the celebrity cooperation short video + headline Douyin official topic interaction + official account matrix communication to realize the brand Large-scale exposure of the implanted content; the long-tail fermentation stage, centered on the celebrity planting video, and the brand Blue V will conduct a second time



    Spread and continue the high popularity of brand topics.
    Throughout the whole stage of the event, Feihe Milk Powder utilizes TikTok TopView super first, opening screen, banner, adding topics, site news, hot product specials, Xingjuli and other huge engine platform heavy resources to fully stimulate platforms, stars, brands, The user’s quadrilateral resonance.



    We noticed that during the event, the brand-customized short videos released by celebrities were sought after by users.
    Feihe ultra-high-end milk powder Xing Feifan was also out of the circle with phenomenal content.

    In Sun Yizhou’s short video work, Feihe’s super-high-end milk powder star Feifan became an "artifact" for the promotion of Super Dad, attracting 366,000+ friends likes; Wu Xin talked about shopping strategies in the short video, making it a "Chinese New Year gift" "Only choose Feihe" brainwashing quotations are deeply rooted in the hearts of the people.
    With this wave of celebrity customization content, Feihe milk powder is "more suitable for Chinese babies" and other advantages and characteristics have been strengthened, and it has become the first choice for a large number of Bao Da and Bao Ma users to stock up.



    Through the event, Feihe milk powder utilizes massive engine celebrity resources, creates self-produced celebrity content in batches, and organically integrates celebrity personality and brand tonality, thus gaining user recognition of the brand concept from "Love Stars" to "Love Feihe" .



    Conclusion:



    With the accumulation of 59 years of brand history, Feihe Milk Powder continues to shape the brand as a national dairy benchmark, while constantly gaining insights into user needs and industry trends.
    In the New Year of 2021, it will follow the social age wave of entertainment first and build together with huge engines.
    The upward cycle of "star topic magnetic field-fan interactive carnival-marketing product efficiency increase" demonstrates a benchmark-level gameplay that leads the new trend of star marketing for the industry.



    [Milk News·Follow] It's time for milk companies to make efforts to save the amount and seek to increase in the face of the demographic dividend fading!




    According to a set of newborn data released by the Ministry of Public Security, as of December 31, 2020, a total of 10.
    035 million newborns were born in 2020 and have registered with the public security organs.
    Of course, the number of registered household registrations does not represent the number of real births, but the number of newborns is significantly lower than expected by all parties, and it has reached a new low.
    The decline in the birth rate is directly related to the market scale of the infant formula powder and other related industry chains based on newborn babies.
    Related dairy production companies have also begun to re-examine the existing strategic layout and look for new breakthroughs.



    In fact, the decline in the birth rate has already begun a few years ago.
    According to data from the National Bureau of Statistics, in 2017, 2018, and 2019, the number of newborns in my country was 17.
    23 million, 15.
    23 million, and 14.
    65 million, respectively, which continued to decline for three consecutive years.
    Insiders predict that the birth rate data in 2021 may continue to be low.
    The decline in the birth rate has affected the domestic market capacity of infant formula powder.
    The dual factors of the new crown pneumonia epidemic and the increase in breastfeeding rate are superimposed, and the challenges faced by milk powder companies are self-evident.



    Market demand under pressure

    Market demand under pressure



    In recent years, the growth rate of my country's infant formula powder market has slowed down.
    Relevant data show that starting from 2019, my country's infant formula powder industry has entered an era of slowing growth.
    It is expected that the compound growth rate of sales from 2019 to 2023 will be 6.
    9%, and the compound growth rate of sales will be 3.
    8%.
    "In 2021, the domestic infant formula milk powder industry will continue to face the impact of the decline in the birth rate.
    " In response, dairy industry expert Song Liang believes that the market will transform from an incremental market to a stock market, and competition will become more intense.
    The zero-sum game of enterprises continues.



    At the same time, under this background, it is even more difficult for small companies to continue.
    "In 2021, the brand concentration in the baby accessories industry will further increase, and companies with revenues of less than 300 million yuan in the next three years will slowly withdraw from market competition.
    " Food analyst Zhu Danpeng predicted that companies with sales of less than 100 million yuan will be delisted first.



    Relevant investigations also show that in 2019, the business of maternal and child stores in many places has declined significantly compared with the same period in 2018.
    Among them, the sales of infant formula milk powder declined the most.
    "If the market for infant formula milk powder continues to be sluggish, we may adjust prices and re-evaluate marketing and business strategies to cope with market pressures.
    " The prophet of market cold and warm enterprises, as the leading domestic sales Feihe, this year's prospectus also explains The weight of the pressure it bears.



    Develop high-end brands

    Develop high-end brands



    Facing the decline of the domestic demographic dividend, domestic dairy companies are also actively exploring and adjusting, and developing high-end categories has become a common transformation strategy for dairy companies.
    Today, the high-end series has become one of the fastest-growing units for many enterprises.
    Zhu Danpeng pointed out that no matter from the perspective of policy, industry, capital, channels, consumption, etc.
    , the mid-range product market has entered the red ocean, and the high-end market is the blue ocean.



    According to the Frost & Sullivan report, the ultra-high-end and high-end milk powder market has grown significantly faster than the ordinary milk powder market in the past five years.
    The compound annual growth rates of the above categories from 2014 to 2018 were 39.
    5%, 20.
    5%, and 5%, respectively.
    The market share of ultra-high-end and high-end milk powder rose from 22% in 2014 to 38% in 2018.



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