With the awakening of public awareness of healthy consumption, low-temperature fresh milk is favored by consumers because of its high nutritional value, and the market popularity continues to soar. Domestic dairy giants have stepped up the deployment of low-temperature milk, which has squeezed the growth space of local fresh milk brands. In order to gain a competitive advantage, brands need to adopt more refined marketing strategies and product design that pays more attention to user experience to achieve product upgrading and innovation. As a leading fresh milk brand in Liaoning, Dr. Xian relied on the innovation ecology of the whole industry chain built by Yuexiu Dairy Research Institute and Product Innovation Workshop, had a forward-looking insight into this competitive situation, formulated two major strategies of product structure optimization and brand remodeling, and promoted brand re-innovation, and successfully withstood the pressure under the overall decline in the market share of strong fresh milk brands in traditional regions across the country from 2021 to 2023, and realized the substantial improvement of Dr. Xian's brand power and the mid-to-high-end transformation of the product line. And successfully drove the overall performance to grow against the trend, injecting "new momentum" into the development of fresh milk in Liaoning.
Give full play to the advantages of resource endowment and create a "fresh" brand in the industry.
As the saying goes, "good milk source achieves good quality", Dr. Xian gives full play to the advantages of the whole industry chain of Huishan self-operated ranch and the R&D strength of the product innovation workshop, and strives to build Dr. Xian 43g Jersey fresh milk, and with 100% use of rare Jersey milk source, 43g of high-quality milk protein, about 1The "ceiling-level" nutritional index of 5 times the original high calcium won the two-star medal (the highest award is the three-star medal) of the "Oscar" Superior Taste Award in the food industry in one fell swoop, promoting Dr. Xian to play a regional reputation and move towards a broader national market.
Continue to upgrade the process technology, grinding and striving for "fresh" weapons.
Low-temperature fresh milk focuses on "freshness", and the sterilization process, shelf life, and cold chain conditions are all powerful tools for "freshness" that affect consumer choices and brand competitiveness. On the one hand, Dr. Xian keeps up with the national brand, and continuously upgrades the process technology, through the use of pasteurization process, "nano RO organic membrane + nano MF ceramic membrane" imported double membrane filtration technology and other advanced technologies to maximize the lock in the fresh nutrition in the milk, and at the same time increase the shelf life of fresh milk to 7-15 days and extend the shelf life; On the other hand, we continue to upgrade the cold chain transportation conditions, and ensure that the product maintains a temperature of 2-6 during the whole transportation and storage process by using the GPS monitoring cold chain refrigeration system, so as to ensure the fresh quality of the milk throughout the process.
Create full-scene application packaging to meet diverse consumer needs.
Dr. Xian has a deep insight into the deeper preferences and needs of consumers, continues to dig and deepen around the diversified milk needs of consumers, creates a matrix of "fresh" product series, and develops a variety of packaging specifications such as green bags, pasteurized bags, PET portable bottles, upper glass bottles, and roof bags, so as to meet the needs and emotional connection of consumers covering the whole scene, and help improve the shelf display effect and enhance brand recognition through rich packaging images, so that consumers who come to buy fresh milk can see Dr. Xian at a glance.
In-depth cooperation with Liaoning Satellite TV to form a year-round non-"disconnected" communication rhythm.
In order to expand the influence of brand power, Dr. Xian has reached a strategic cooperative relationship with Liaoning Satellite TV, from naming "Liaoshi Spring Festival Gala" for three consecutive years, to sponsoring ace columns such as "Happy Rice Grains", "Proper Rural Taste", "Gold Medal Lawyer Group", and then to continuously interspersed with channel hard Guangba screen ** time period around the clock, forming a "year-round continuous file" communication rhythm to help maximize the brand's voice. In addition, Dr. Xian also joined forces with the "hardcore" health service column "Healthy and Light" to create exclusive interview programs focusing on professional issues such as adolescent nutritional supplements, scientific milk drinking, and bone health, which effectively reached consumers' demands for milk drinking and enhanced consumers' sense of identity and favorability towards the brand.
Multi-dimensional expansion of marketing scenarios and rejuvenation of brand vitality.
In order to further enhance the brand activity, Dr. Xian is committed to reaching a wider consumer circle by creating diversified marketing scenarios. For example, by planning topic marketing events such as "winning in the beginning of the school season" and "going to bed an hour early", focusing on the consumption mental education of "Dr. Fresh Milk Drinks", we will continue to strengthen the relevance of Dr. Xian to work, study, sports, bedtime and other scenarios; At the same time, the online and offline all-media matrix is linked, and the daily action path of target consumers is accurately and effectively launched, so as to maximize the benefits of brand communication.
Pay attention to offline consumer touchpoints and cover consumers' lives in all areas.
In order to reach potential consumers more effectively and accurately, Dr. Xian upgraded the image of the omni-channel terminal, unified the visual commercial image of Fresh Basket, and strengthened the brand expression and shelf expression; At the same time, Dr. Xian has a deep insight into the new offline consumer needs, creates a creative lab store for Dr. Xian's dairy products, dialogues with young people with the fresh gameplay of "retail + experiential consumption", and leads consumers to immerse themselves in "fresh" life with the help of "brand co-creation" activities.
From product structure optimization to brand renewal and upgrading, Dr. Xian has continuously explored more refined marketing strategies, so as to create a more dimensional and richer brand image, and realize the reshaping and expansion of brand value and brand vitality. In 2022, Dr. Xian won the first place in the Liaoning Fresh Milk Category Index, the Brand Association Freshness Index, and the Shenyang Fresh Milk Brand Mention Index, directly helping the proportion of fresh milk drinking in Liaoning Province to enter the top three levels in the country; In the 2023 Ipsos survey, the comprehensive favorability of the Dr. Xian brand also ranked first, which shows that the market has a high recognition and reputation for the brand concept of Dr. Xian. It is also the innovation and upgrading of the "fresh" product matrix, the brand concept of "making everything fresher" that directly hits the hearts of consumers, and the grasp of both product power and brand power, that Dr. Xian has been able to hold the "self-reserved land" in the environment of strong penetration of the national fresh milk brand into the region, and further achieve contrarian growth.