In the face of an increasingly mature consumer market and increasingly segmented and crowded categories, how to better understand the needs of consumers, establish closer and more effective communication with consumers, and make innovative products that consumers are willing to pay for and are satisfied with are the common challenges faced by many food and beverage brands. Xia Haitong, founder and CEO of Pucheng Dairy and founder of the Jane Ai yogurt brand, once said, "I used to think about how to make yogurt for 1.3 billion people every day, and now I am thinking about how to make Chinese families really drink good yogurt." "Make a cup of safe and good milk for your family and children", this is the most simple expectation and industry feelings in the heart of Xia Haitong, a dairy veteran.
In 2014, Xia Haitong, who has worked hard in the dairy industry for more than ten years, was ready to start a business and make his own brand. Xia Haitong feels that "there is no shortage of yogurt in the market, but there is a lack of a good cup of yogurt". So, he set his sights on the low-temperature yogurt market, which was not hot at the time, and created a clean formula of Jane Eyre yogurt.
In the past few years, China's low-temperature milk industry has developed year by year, and Jane Ai yogurt has also stood out from many dairy brands. Looking back on the road that the Jane Eyre brand has taken in recent years, Xia Haitong always emphasizes the importance of "product power".
Xia Haitong once bluntly said in a past interview that Jane Eyre's product power is reflected in three aspects:
First, based on the original intention of "making safe and good milk for family members and children", we insist on using high-quality milk sources and strains, and use the standards for our children to make products, and strive to make every cup of milk the best;
The second is the industry's first mention of "product co-creation", Jane Ai has always insisted on inviting consumers to participate in the product development stage, and the "Father's Love Formula" series is the result of co-creation with more than 3,000 families, from the formula, mouth to packaging, and other links have consumer participation;
The third is innovation, from the proposal of the product concept of "no additives" and "precise sugar control" to the launch of word-of-mouth explosive products such as "rice pudding" in recent years, Jane Eyre's innovation ability has been verified by the market.
With the continuous awakening of national health awareness, people's demand for health has also accelerated to penetrate into daily diet scenes. Eating and drinking in moderation has become a necessary self-cultivation in the minds of many people, and product power has become the key point to impress consumers. Xia Haitong mentioned "product power" more than once in public, and bluntly said that the most critical factor for Jane Eyre to stand out as a new brand in the industry is product power. I believe that in the future, Jane Eyre Yogurt will also use better products to create greater value for consumers.