On December 20, 2010, Yili released a brand new brand identity and brand slogan. As a leader in the dairy industry, Yili uses brand upgrades, focuses on consumer value, communicates with product upgrades and consumer interactions to maximize the value of consumers, and demonstrates that industry leaders face the green age. committed to. This is a great practice for green development and green consumption. It also shows Yili’s determination and belief in leading the Chinese dairy industry to achieve continuous upgrading.
"Consumer value is king"
From the 2008 Beijing Olympic Games to the 2010 Shanghai World Expo, the people of the country seem to have become accustomed to placing themselves in a world-famous event. However, when the needle was about to slide from 2010 to 2011, Yili once again focused on people's attention - changing the mark!
After years of development and a new stage of development, companies need to re-examine their brand strategy and brand strategy. For the bid change, besides choosing when to change, why do you need to specify why? How to change?
Occupy the Olympic Games from the Olympic Games to the high point of the Expo, the unprecedented escalation of consumer enthusiasm for the standard change behavior so that Yili has a good time. At the same time, as a leading brand in China's dairy industry, the strategy of “changing for you†demonstrates its determination to return to the origin of consumption and creates a distinction with other brands in the industry. It can be said that it has a good geographical position. The brand slogan “Nourish Vitality†also reveals the strategic deployment of Yili’s goal of maximizing the value of consumers. This move has clearly laid a “man and harmony†market atmosphere.
It is not difficult to see that through a change in a small LOGO, Yili has already taken its rightful place in the day and night, and with all-round upgrade plans deployed, the next step will be to incite the arrival of a "man and era" where consumers are king. .
“The two-year preparation for the brand upgrade is a key step in the overall strategic planning of Yili, and it is also an action and inevitable change after Yili has completed his own experience and accumulation.†Pan Gang, chairman of Yili Group, believes that the brand identity The change can resonate with the consumer culturally and emotionally.
After long and meticulous consumer research, it can be seen that Chinese consumers have increasingly matured their concept of consumption of dairy products, and gradually moved closer to developed countries such as Europe, America and Japan. Milk products are not only a necessity for daily diet but also a part of lifestyle. . With the improvement of China's social consumption level and consumer awareness, consumers need not only healthy foods, but also healthy lifestyles. This is exactly the basis proposed by Yili's new brand slogan “Nourish Life Vitality†and represents the starting point for Yili Group’s future brand planning: promoting a healthy lifestyle for consumers and bringing “life attitude†and “quality of life†to consumers. Improvements and improvements.
Consumer-Centered Value Reengineering Mark Parker, CEO of Nike, once said that consumers have never had such a powerful force as they do today. The ability to connect with consumers is the most important competitive advantage for today's companies.
As for the dairy industry in the Chinese market, it can be described as "outside powers, princes inside," and the battlefield is extremely cruel. Can not maintain close contact with consumers, is bound to cause the brand to age or even die. For Yili, the brand upgrade is not just the replacement of the new LOGO, so that its brand remains a “fresh†appearance, and the successful remanufacturing of consumer value is the basis for its rebranding.
As a joint-stock company, Yili is responsible to its shareholders. At the same time, it is guided by the value of the consumer, transforming corporate responsibility and seeking green development. In recent years, through continuous adjustment of its strategic layout, Yili has become the only dairy company with a sound product structure in China's dairy industry and capable of meeting consumer needs at all levels. At the same time, Yili has gone through a “woven web plan†and “three-year, three-step "And other strategies for market layout. In 2011, Yili’s products and production capacity will be fully released, and will become the first-line dairy companies in the industry to directly cover the cold chain sales radius to the third and fourth-tier markets, which will enable Yili to “change for consumersâ€. The real landing is a practical action that brings more healthy experiences to more consumers. Today, the Chinese dairy brand represented by Yili has carved its own name in the top 20 global dairy industry.
As Pan Gang stated at the Erie brand upgrade conference, “The core of the brand image upgrade of Yili Group is to adopt a comprehensive international system standard to forge a new brand image. This system is divided into four levels: brand, quality, quality and character. "Either in terms of brand experience, taste innovation, quality improvement, or character creation, Yili has always insisted on a consumer-centered change.
In the "Six Common Senses Classes for Competition" article, it is pointed out: "Industry leaders will bear more responsibilities than general competitors because, for industry leaders, society and consumers demand more than just products. Create corporate value itself, and at the same time pay more attention to its performance in creating industry value and social value.†As a leader in the dairy industry, Yili has always driven the healthy development of the industry with consumers as the core, and this time the brand upgrade is It highlights the commitment of industry leaders to face the green age, and it is also Yili's practice of representing the entire industry in green development and green consumption.
Replacing Chinese Brands from Erie: Forbes, a well-known commercial magazine in the United States, launched the "Company that understands consumers the most" list in November 2010, and the world-famous companies such as Nike, Apple, and Starbucks are on the list. It can be seen that behind every successful company represents a brand recognition and brand personality that is recognized and followed by consumers.
In a world where the image represents everything, Nike is one of the symbols of most people in the world. Nike not only sells sports shoes, it sells a lifestyle, which is the key to its success. A ‘Advertising Only’ slogan successfully integrates a life attitude into Nike’s merchandise, continuously seeking to create a personal consumer experience, consolidating existing product structures, and contemplating the determination of product production methods. The power of consumers has become the world’s best known brand for consumers.
Business principles are the same, and they will never change. And this "grand" may be a problem that today's businesses are aware of: focus on the power of consumers, discover consumer needs, and achieve consumer value. After a series of forgings from the Olympics, the Expo and other major events from the inside out, Erie achieved a breakthrough in “quality†brought about by the accumulation of “quantity,†and took the lead in making its own choice—“for consumption. Change." Erie re-examined its own brand positioning, launched a brand upgrade, launched a “nourish vitality†call to consumers, and reached full consensus with consumers through product, communication, and channel upgrades to form a brand consensus. And this positive and healthy brand personality will affect more people.
Guo Huimin, deputy dean and communication expert of the Beijing Institute of International Relations, gave a high opinion of this. He believes that: Eli’s brand upgrade is not a simple LOGO or packaging change, but companies really care about and focus on consumers. In the embodiment of consumer value maximization, and the brand is ultimately bound with the consumer, the consumer determines the future of the brand.
Experts from the China Brand Marketing Society also emphasized that in the future, for consumers, the value of the brand is no longer limited to the product and function itself, but it covers the maximization of the overall value from the spirit, concept, and lifestyle. In this era of full competition, what is represented by the brand itself is often more important than remembering a logo.
"Consumer value is king"
From the 2008 Beijing Olympic Games to the 2010 Shanghai World Expo, the people of the country seem to have become accustomed to placing themselves in a world-famous event. However, when the needle was about to slide from 2010 to 2011, Yili once again focused on people's attention - changing the mark!
After years of development and a new stage of development, companies need to re-examine their brand strategy and brand strategy. For the bid change, besides choosing when to change, why do you need to specify why? How to change?
Occupy the Olympic Games from the Olympic Games to the high point of the Expo, the unprecedented escalation of consumer enthusiasm for the standard change behavior so that Yili has a good time. At the same time, as a leading brand in China's dairy industry, the strategy of “changing for you†demonstrates its determination to return to the origin of consumption and creates a distinction with other brands in the industry. It can be said that it has a good geographical position. The brand slogan “Nourish Vitality†also reveals the strategic deployment of Yili’s goal of maximizing the value of consumers. This move has clearly laid a “man and harmony†market atmosphere.
It is not difficult to see that through a change in a small LOGO, Yili has already taken its rightful place in the day and night, and with all-round upgrade plans deployed, the next step will be to incite the arrival of a "man and era" where consumers are king. .
“The two-year preparation for the brand upgrade is a key step in the overall strategic planning of Yili, and it is also an action and inevitable change after Yili has completed his own experience and accumulation.†Pan Gang, chairman of Yili Group, believes that the brand identity The change can resonate with the consumer culturally and emotionally.
After long and meticulous consumer research, it can be seen that Chinese consumers have increasingly matured their concept of consumption of dairy products, and gradually moved closer to developed countries such as Europe, America and Japan. Milk products are not only a necessity for daily diet but also a part of lifestyle. . With the improvement of China's social consumption level and consumer awareness, consumers need not only healthy foods, but also healthy lifestyles. This is exactly the basis proposed by Yili's new brand slogan “Nourish Life Vitality†and represents the starting point for Yili Group’s future brand planning: promoting a healthy lifestyle for consumers and bringing “life attitude†and “quality of life†to consumers. Improvements and improvements.
Consumer-Centered Value Reengineering Mark Parker, CEO of Nike, once said that consumers have never had such a powerful force as they do today. The ability to connect with consumers is the most important competitive advantage for today's companies.
As for the dairy industry in the Chinese market, it can be described as "outside powers, princes inside," and the battlefield is extremely cruel. Can not maintain close contact with consumers, is bound to cause the brand to age or even die. For Yili, the brand upgrade is not just the replacement of the new LOGO, so that its brand remains a “fresh†appearance, and the successful remanufacturing of consumer value is the basis for its rebranding.
As a joint-stock company, Yili is responsible to its shareholders. At the same time, it is guided by the value of the consumer, transforming corporate responsibility and seeking green development. In recent years, through continuous adjustment of its strategic layout, Yili has become the only dairy company with a sound product structure in China's dairy industry and capable of meeting consumer needs at all levels. At the same time, Yili has gone through a “woven web plan†and “three-year, three-step "And other strategies for market layout. In 2011, Yili’s products and production capacity will be fully released, and will become the first-line dairy companies in the industry to directly cover the cold chain sales radius to the third and fourth-tier markets, which will enable Yili to “change for consumersâ€. The real landing is a practical action that brings more healthy experiences to more consumers. Today, the Chinese dairy brand represented by Yili has carved its own name in the top 20 global dairy industry.
As Pan Gang stated at the Erie brand upgrade conference, “The core of the brand image upgrade of Yili Group is to adopt a comprehensive international system standard to forge a new brand image. This system is divided into four levels: brand, quality, quality and character. "Either in terms of brand experience, taste innovation, quality improvement, or character creation, Yili has always insisted on a consumer-centered change.
In the "Six Common Senses Classes for Competition" article, it is pointed out: "Industry leaders will bear more responsibilities than general competitors because, for industry leaders, society and consumers demand more than just products. Create corporate value itself, and at the same time pay more attention to its performance in creating industry value and social value.†As a leader in the dairy industry, Yili has always driven the healthy development of the industry with consumers as the core, and this time the brand upgrade is It highlights the commitment of industry leaders to face the green age, and it is also Yili's practice of representing the entire industry in green development and green consumption.
Replacing Chinese Brands from Erie: Forbes, a well-known commercial magazine in the United States, launched the "Company that understands consumers the most" list in November 2010, and the world-famous companies such as Nike, Apple, and Starbucks are on the list. It can be seen that behind every successful company represents a brand recognition and brand personality that is recognized and followed by consumers.
In a world where the image represents everything, Nike is one of the symbols of most people in the world. Nike not only sells sports shoes, it sells a lifestyle, which is the key to its success. A ‘Advertising Only’ slogan successfully integrates a life attitude into Nike’s merchandise, continuously seeking to create a personal consumer experience, consolidating existing product structures, and contemplating the determination of product production methods. The power of consumers has become the world’s best known brand for consumers.
Business principles are the same, and they will never change. And this "grand" may be a problem that today's businesses are aware of: focus on the power of consumers, discover consumer needs, and achieve consumer value. After a series of forgings from the Olympics, the Expo and other major events from the inside out, Erie achieved a breakthrough in “quality†brought about by the accumulation of “quantity,†and took the lead in making its own choice—“for consumption. Change." Erie re-examined its own brand positioning, launched a brand upgrade, launched a “nourish vitality†call to consumers, and reached full consensus with consumers through product, communication, and channel upgrades to form a brand consensus. And this positive and healthy brand personality will affect more people.
Guo Huimin, deputy dean and communication expert of the Beijing Institute of International Relations, gave a high opinion of this. He believes that: Eli’s brand upgrade is not a simple LOGO or packaging change, but companies really care about and focus on consumers. In the embodiment of consumer value maximization, and the brand is ultimately bound with the consumer, the consumer determines the future of the brand.
Experts from the China Brand Marketing Society also emphasized that in the future, for consumers, the value of the brand is no longer limited to the product and function itself, but it covers the maximization of the overall value from the spirit, concept, and lifestyle. In this era of full competition, what is represented by the brand itself is often more important than remembering a logo.
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