On april 28th, the three foods (600429. Sh) organized a brand launch in beijing, “way for the future”, with the launch of the real work strategy. This strategy is an important set-up on the occasion of the 70th anniversary of the three-dollar deep-tilled dairy industry and presents a new brand vision for moving from high-quality tillage to value-led branding, aimed at creating a “life standard definition of china's dairy industry”. The launch was attended by all three-dollar core management, including the deputy secretary of the first agro-food group, the board of directors, the managing director, and the chairman of the three-dollar food council, yuan ho-zong. It also brought together representatives of partners and scientific institutions from the ecological chain, both upstream and downstream, and demonstrated the commitment and action of the whole industry to work together。
Quick finish learned that yuan ho, chairman of the three dollar foods board, stated at the launch meeting: “the real-life strategy is a three-dollar initiative for a new model of high-quality development in china's dairy industry. It is also the 70-dollar solemn declaration of the brand's adherence to its original purpose and its movement towards a new journey. Three dollars is needed to maintain the red line of quality with fear of need, to respond to consumption demand with a common sense, to sharpen the entire industrial chain with an extraordinary heart, and to push china's dairy industry to move from `safe' to `live'.”
Mr. Yuan ho-sung, chairman of the foodstuffs board
At the meeting, the three-dollar foods strategy was described as a three-dollar industry-wide chain of “real, fresh and living” core value systems. The term “real” refers to a 100 per cent milk source and 72°c low-temperature pneumococcal process that ensures authenticity and purity and secures the consumer's trust base; “frequent” is reflected in an innovative “t+0” model, i. E., “night production, day distribution, day rise”, and a seven-day short-insurance standard, which locks up fresh to the maximum extent; and “living” meets the consumer's need for healthy nutrition through multi-product innovation and full-chain retrogression. The advantage of these differentials is that they create clear barriers in the increasingly competitive dairy market。
Three core items were launched around the “verily live” strategy: fresh milk in beijing, yogurt in beijing and pure milk in beijing. Beijing fresh milk, which is a landmark product of the low-temperature race, uses 100 per cent of its own range milk source and short-spare processes, with an increase of 30 per cent in sales earnings over the same period; beijing yogurt is certified as an authoritative “clean label” for zero-added and all-natural formulations, opening a new course for the domestic natural yogurt market; and beijing pure milk, with advanced enabling processes and a combination of live proteins, subverts the inherent perception of “cooling milk life”. These individual products provide consumers with dairy solutions covering the whole scene through the three markets of low-temperature and fresh milk, low-temperature yogurt and hot milk。
At the same time, the three dollars also worked closely with the various industrial chain players to build a full “real life” biosphere. At the launch, three dollars worked strategically with a number of scientific institutions and platforms, such as andrew, novo and new won, as well as with online and offline partners such as kyoto and skycat, to further strengthen technological innovation and product extension capacities. With this ecological system, the three dollars will not only ensure the supply of high-quality products for individual poles, but also achieve higher consumer exposure and brand influence by widening market coverage。
At the launch, the appearance of the three-dollar food brand spokesperson, yo and ting, became a big highlight. By using the bi-advocacy strategy of the national actor gertrude + the new generation illustrated ding ding, the three dollars show intergenerational transmission and innovation: göring symbolizes a 70-year-old quality-built craftsman's heart, representing classics and reliability, while ding yi joins a new generation of consumer groups in a young and diverse image, enhancing the attractiveness of the brand to new generations of users, and conveying the living spirit of the triple pace of the times。
Mr. Chen hae-fung
In the future, the three dollars will continue to be centred on the “real life” strategy, with long-termism as the basis for implementing brand commitments for high-quality development, promoting the upgrading of china’s dairy industry and creating more value for national health and industrial renewal. “the real need of consumers is to return to the source and insist on making a good milk. With three dollars of professionalism, trust and innovation, we will lead the dairy industry to a new era of quality and dynamism.”
