In recent years, with the enhancement of national health awareness, the health care track has also risen rapidly. According to the "2017-2022 China Health and Wellness Industry Market Development Status and Investment Prospects** Report", China's health care market has exceeded one trillion yuan. The huge market space has attracted many giants to increase the layout of the health care market. It is understood that wolfberry and jujube milk is made of Ningxia wolfberry and Xinjiang jujube, two regional characteristic and healthy ingredients, as the main raw materials, and is infused with 100% pure raw milk, which is both nutritious and delicious. Recently, it has also launched an efficient dialogue with consumers through the magic ** health advertisement, and launched a series of creative marketing around the topic of "opening "Qi" health and taking advantage of the "jujube" action, which has aroused widespread attention and heated discussions inside and outside the industry, and has broken the circle strongly.
Increase the layout of the health track
Leading the new trend of national tide health preservation
As health preservation has become a new pursuit of consumers, the concept of "medicine and food homology" is highly sought after by consumers. The popularity of health care foods made from wolfberries and red dates is quietly rising on related platforms. On the Douyin platform, the total number of wolfberry-related topics** exceeds 10 billion. Searching for jujubes on Xiaohongshu, it can be seen that the number of related notes exceeds 2.49 million. These data fully reflect the wide attention and awareness of wolfberry and jujube among consumer groups. In addition, according to the "2023 China Flavor Atlas" released by Kerry, the market acceptance of wolfberry and red dates is relatively high.
Kerry "2023 Chinese Flavor Atlas".
Accurately insight into market trends, innovatively integrating wolfberry and red dates, two popular medicinal and edible homologous materials, into milk, and using a new product with relatively high taste acceptance, cutting into the health and wellness track, which not only perfectly fits the health concept of "medicine and food homology", but also leads the new trend of health preservation.
Communicate effectively with consumers
Open a new era of national health preservation
This time to enter the health track, it also broke the routine in terms of communication methods. In order to better empower offline regional sales, Yili has carried out efficient communication with target consumers by creating magical events.
Recently, he took the lead in launching the magic ** on the Weibo platform, predicting that something big would happen, and launched the topic of "Qi" health preservation and taking advantage of the "jujube" action, which immediately attracted heated discussions among many netizens and laid the foundation for the efficient ** of this event. 
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Yili Group's official Weibo.
Immediately afterwards, in the Guangzhou Metro transfer station Jiahe Wanggang Station Hall, Guangzhou and Zhanjiang Sinking Market main bus points, at the same time on the line of exaggerated magic ** sentence advertising, through the repetition of "wolfberry jujube jujube milk to wolfberry jujube", good to drink good to drink wolfberry red jujube milk zun du delicious" and other copywriting, to the majority of users accurately transmitted product information.
The full-link dissemination of wolfberry and jujube milk has broken through the limitations of a single circle, widely contacted the target population, and set off a new trend of health preservation. At a time when consumers' minds are fleeting, Yili has established effective consumer communication and opened a new era of national health preservation.
Ningxia wolfberry and Xinjiang red dates were selected
Build hard-core product capabilities from the source
Behind the attention of wolfberry and jujube milk, it is inseparable from its hard-core product strength and strong innovation strength.
In recent years, we have adhered to and promoted the innovation strategy, laid out the innovation chain around the industrial chain, continued to carry out core technology research in the upstream, midstream and downstream of the dairy industry, and created an innovation highland by building a "global smart chain". At present, it has successfully built 15 innovation centers at home and abroad, carrying out scientific research on global cutting-edge health topics, and becoming an innovation highland leading the dairy industry.
In order to build product strength from the source, the origin of wolfberry and jujube milk selects Ningxia wolfberry and Xinjiang jujube. Ningxia is the only medicinal wolfberry production area in the country, and it is also the origin favored by the same brand of medicine and food, Ningxia wolfberry sunshine hours of more than 700 hours, absorbing sunlight energy, rich in natural nutrition, wolfberry polysaccharides exceed similar products by 10%;Xinjiang Hotan jujube has a large temperature difference between day and night, the fruit particles are full, the taste is sweet and rich, and the vitamin C content is 01—0.6 grams. Yili blends the two to make the regimen gentler and more nutritious.
In the quality construction of milk, milk source is the foundation. In order to build a hard-core product force, the pasture matches the best adaptable high-quality dairy cows for feeding and breeding, and ensures the health of dairy cows through the smart ranch system, so that the quality of raw milk produced is higher. At the same time, the whole process of raw milk transportation and product production and transportation can be traced, laying a good foundation for consumers to provide high-quality milk. Goji berry and jujube milk is based on 100% raw milk, and after the health formula is carefully researched and proportioned, it finally brings consumers high-quality products with rich nutrition, fragrant taste and long aftertaste.
Conclusion
As an industry leader with strong innovation strength and keen market insight, the launch of wolfberry jujube milk reflects its keen insight into the awareness of national health preservation and its bold attempt to innovate products. At the same time, it also reflects Yili's eternal pursuit of "consumer-centered", attaches great importance to every consumer, and continuously researches and excavates the combination and application of milk nutrition and traditional health culture around their diversified needs, so as to bring high-quality health products to everyone and make people feel the profound changes brought by product innovation to life. At the same time, the choice of the form of magic advertising is not only different from the traditional advertising to introduce the selling points of the product, but also takes into account the feelings of the audience in the new consumption era, and explores new ideas for the creative promotion of new food and beverage products.
Let's look forward to the launch of more health care products that meet the needs of consumers in the future, and continue to lead the health trend of young people. At the same time, it is also expected that under the leadership of Yili, "healthy milk" can be more deeply rooted in the hearts of the people, so as to build a beautiful blueprint for national health together.