According to Euromonitor, in 2023, the overall trend of the scale of infant formula in China will be relatively stable, and the overall market size of infant formula will first increase and then decline. Fluctuations of this size can have an impact on a company's sales and earnings, especially as the market becomes saturated, and the company urgently needs to find new growth points. Compared with the milk powder industry, the cultural tourism industry in 2023 can be described as a blowout year. There has been a blowout in consumer demand for civil aviation, hotels, scenic spots, and catering, which has led to the recovery of the overall consumer market. From these phenomena can also reflect the change of consumption trends, the cultural tourism industry has emerged more diversified consumption and repurchase compound interest, how to seize this wave of traffic to achieve long-term realization, is undoubtedly a new challenge for cultural tourism industry practitioners. Erbin, Zibo, and Tianjin are a flash of inspiration, and it is even more difficult to replicate, and the cultural tourism industry needs a more certain growth model. In the era of financial integration, the rise of multiple platforms, multiple touchpoints, and fragmented purchase paths, brands need to create valuable content to attract, educate and entertain audiences through marketing means, establish the image of the brand as an industry leader and thought leader, break the silos with the whole domain, penetrate the crowd more deeply, operate long-tail traffic, and obtain deterministic growth results. How to break the game, "The Three Children Are Coming" gives a unique answer.
"Three Children Are Coming" is a family observation variety show launched by Golden Eagle ** in 2023 that directly faces the "three children", and it is also the first cross-screen variety show after Golden Eagle ** joined Mango Supermedia, with a total of 10 episodes, a panoramic observation of the lifestyle, daily baby and life stories of the three three-child families of the triplets Sun Moon Star family in Hangzhou, Zhejiang, the three sisters and brothers of the Tiger and Tiger family in Zigong, Sichuan, and the little peach family in Zhengzhou, Henan, and share the parenting methods and parenting concepts of the three-child family in multiple dimensions. Among them, the seven-year cooperation between the title brand Yeeper Dairy and Golden Eagle not only planted grass extensively in parent-child families, but also cultivated towering trees in the fierce market, deeply rooted in the hearts of consumers, because they know that in today's information **, 70% of the sales of the world's most profitable enterprises come from named purchases. Based on this choice, Yeeper Dairy has become one of the top positions in the industry, and the sales volume of goat milk powder products ranks among the top two. The cooperation between Luxi County Xianfeng Sanbaoyuan and Golden Eagle ** "Three Children Are Coming" not only brought the empowerment and blessing of the crowd to the park, but also successfully set up a model of urban IP building, showing the key role of the vertical track head ** in the explosion point building and long-tail marketing, once the program was broadcast in July, the "same room" in the park until December has been booked out, Golden Eagle** + Mango TV, the top content production ability can bring the top grass planting power.
The great success of the integrated marketing case of "Three Children Are Coming" not only enabled the cooperative brand to achieve "definitive growth", but also won the first prize of the "Golden Mango Award" team, the highest award of Mango Supermedia. Planting trees and grass is a new explosive product caused by the integration of traditional **, and it is also a new opportunity for Mango Supermedia to open up its platform to achieve field running and multi-screen penetration, and create full-link marketing value for brands
High-quality explosive content + endorsement of party media state-owned enterprises:
Interpret the brand's definition of long-termism
With its high-quality production, social topics, star effect, emotional resonance and other characteristics, Golden Eagle** "Three Children Are Coming" has demonstrated the spirit of a peerless king in the vertical track of the parent-child field, and has made a huge noise on the whole network with the east wind of Mango Supermedia's "four-platform integration", becoming a well-deserved popular parent-child variety show.
High-quality popular content + endorsement of party media and state-owned enterprises, the binding of customer brands and Hunan Radio and Television's high-quality popular IP, establishing the image of the brand as an industry leader and thought leader, and interpreting the definition of long-termism of the brand.
In the program, the "Sun, Moon and Star" family increased by 600,000+ fans on the whole network after the program was broadcast, advertising revenue surged, and the commercial value was highlighted. In the program, the strong binding of the brand and the "popular" cute baby enhances the brand communication value and drives sales.
(The guests of the program have become the new king of goods, enhancing the value of brand communication).
The hot search of the topic of parenting derived from the program is hotly discussed, with 45 million readers, nearly 1,000 KOLs and KOCs, and the 5th place on the Weibo variety show influence list, and has won the TOP1 of the maternal and infant hot search for many times. 
(Full**topic**, the long-tail effect of the explosion continues to extend).
(Carry out long-term promotion in the **resource slots** of multiple channels of Mango TV, and further help the explosion).
Break down silos with the complementarity of the whole population:
The way "Three Children Are Coming" to influence the audience is not simply to reach it
Rather, it is repeatedly touched
Golden Eagle** and Mango TV audience complement, high-frequency and all-round reach, touch parent-child families, horizontally achieve multi-point reach and deep touch of family audiences, and generate family user interaction compound interest. Widen the circle vertically, break the silos with the whole area, achieve a breakthrough in the crowd, not only command the "starters", but also cultivate the "substitute players". Build a solid foundation for brand long-termism.
(Family groups are fully reached, generating topic interaction and increasing the stickiness of popular models).
(Golden Eagle** and Mango TV complement each other, and comprehensively leverage the high-stickiness and high-consumption female population).
Achieve field breakthrough with event marketing:
The success of "Three Children Are Coming" is that while planting their own grass, they are growing
While teaching everyone to plant grass
In addition, "The Third Child is Coming" also carries out offline linkage and channel empowerment. In conjunction with the brand, the activity department, and the local **, five offline event marketing of "Three Children Are Coming" were carried out across the country, many three-child families gathered, more than 2,000 groups of multi-child families participated, and more than 100,000 accurate people directly reached, going deep into the key cities of the brand, not only planting grass themselves, but also mobilizing the audience to plant grass together, achieving a double harvest of brand sales; 
(Break through the field barrier, create offline event marketing, and realize the gorgeous transformation from "grass planter" to "grass planter").
Attracting traffic with explosive models, but also creating IP:
Establish the brand's image as an industry leader
According to the report "Analysis of China's Tourism Economy Operation in 2023 and Development in 2024" released by the China Tourism Academy (hereinafter referred to as the "Report"), the recovery of domestic tourism will continue to accelerate in 2023, and the national tourism market prosperity index will remain high. Residents' willingness to travel remained above 90% in each quarter, with an average of 91 percent for the whole year86%, an increase of 4 compared to 201952 percentage points. Residents' willingness to "revenge tourism" and "revenge consumption" is obvious, and the tourism market and tourism industry chain have been significantly repaired, which also means that a wave of tourism consumption dividends has come. At the same time, the "Report" also gives suggestions for the cultural and tourism industry: stabilize consumption expectations and play a leading role in mainstream tourism.
Luxi Xianfeng Sanbaoyuan is a comprehensive tourist destination that combines natural landscapes, local culture, leisure and entertainment and agricultural experience, especially suitable for parent-child family groups, integrating food, housing, use, transportation and play, and solving the confusion of parent-child families "where to take the baby" with one click. In 2023, in the face of the rapidly recovering national tourism market, Xianfeng Sanbaoyuan keenly grasped this wave of consumption dividends, deeply bound to Golden Eagle ** "Three Children Are Coming", starting from the popular IP, grasping the mother group who has the right to make consumption decisions in parent-child families, deeply touching the child population, influencing the young female population, and successfully practicing the new gameplay of the park landing + creating urban IP, Luxi**IP marketing + the whole set of city IP building, the classic integrated marketing case of animation image + city business card, won the Jiangxi Province ** Multiple rounds of praise, with explosive models to attract traffic——
In the summer of 2023, the number of Xianfeng Sanbao** will exceed 150,000 people, and the number of people in the seven-day National Day will exceed 70,000.
The conversion rate of secondary consumption is close to 100%.
The program has the same B&B product, and as soon as the July program is broadcast, it has been booked until the end of the year.
At the same time, it continued the popularity of IP, landed the "Boom Energy Station" of Golden Eagle ** Wheat Card Paradise in Xianfeng Sanbao Park, and operated long-tail traffic, laying the groundwork for the long-term doctrine of the cultural tourism industry.
(Wang Zulan and his wife turned into little housekeepers in the three-child paradise to achieve popular drainage, bind popular models, and establish IP).
(Golden Eagle ** Mai Card Paradise landed in Xianfeng Sanbao Park, continuing the IP long tail).
The "Three Children Are Coming" project is one of the popular projects that Golden Eagle will continue to focus on in 2024. Whether it is from the attributes, temperament and quality of the program, or from the depth of integration with the content of the brand, Golden Eagle, as a party media state-owned enterprise, has brought the global marketing of parent-child brands to a new height, providing enterprises with a one-stop solution for marketing breakthroughs, and achieving "decentralized" marketing results with a "centralized" marketing strategy. From the result-oriented point of view, whether it is the milk powder industry or the cultural tourism industry, the cooperation with Golden Eagle ** has achieved a breakthrough in the flow of explosive point + long tail, and has achieved the growth of brand certainty. In 2024, it is even more important for enterprises to work together to create content with communication value, so as to provide a sustainable boost for the brand to achieve deterministic growth and create a unique moat for the brand. In 2024, we also welcome different brands in more fields and more tracks to join hands with Golden Eagle** "Three Children Are Coming" to open the password of traffic and IP together, and share the "pouring wealth" together.