In the 2023 dairy market, a "sugar-free revolution" is quietly rising. According to Nielsen IQ data, although the overall amount of the world's low-temperature yogurt offline channels has shown a downward trend, the 0 sucrose yogurt sub-category has bucked the trend, with a growth rate of 49%, becoming a bright spot in the market. Under this backing, Huishan Milk relies on the industrial advantages of Yuexiu Huishan to launch a new product of 0 sucrose yogurt, which has become the core of the industry with its outstanding market collective appearance.
The victory of Huishan Milk 0 Sucrose Yogurt is due to its complete set of mature and satisfying new product explosion forms. The form is centered on "timing discrimination, product force building, new product test marketing, and integrated marketing", and the process of accurate market positioning, strong product strength, efficient implementation strategy and all-round marketing circulation has realized the rapid detonation of new products.
In terms of timing, Huishan Milk keenly captures the rise of the trend of "sugar reduction" consumption and the higher demand of consumers for health quality and nutrient cost. Relying on the in-depth integration advantages of Yuexiu Huishan Product Innovation Workshop, Huishan 0 sucrose yogurt is on par with high-end categories in product research and development, and has established a high-end image from the perspective of process innovation and functional addition. At the same time, in the process of the world's top three research companies' listing resolution specification verification, Huishan zero sucrose yogurt purchase willingness is higher than competing products, laying a solid foundation for the subsequent implementation of new products.
In terms of product strength, Huishan Milk has focused on breaking through the most outstanding negative experience of consumers in the 0 sucrose yogurt track - "poor taste". The process provides better nutrient price, cleaner ingredient list, more welcome taste and more cost-effective packaging, Huishan 0 sucrose yogurt has successfully created the image of "four more" players and achieved a super competitive advantage in product power. This advantage has been fully demonstrated in the 2024 ITI International Xian Taste Awards, Huishan 0 Sucrose Yogurt won the one-star medal, and upgraded the ISEE Global Umami Award, marking that its characteristic micro-flavor has been recognized by internationally prestigious institutions.
In terms of implementing the strategy, Huishan Milk has formulated a strategy for the whole section of the high, medium and low-end attacks. In the root rank, the main "umami + cost performance" is to quickly seize the high-enhancement market; In the wide range of mid-end markets, the "four more" advantage is used to block competing products; In the high-end market, it starts from technological innovation and functional additions to create a high-end and high-quality image of double no (0 sucrose, 0 sugar substitutes). At the same time, we will promote the "Golden Bull Plan" national marketing and the vigorous shopping guide encouragement plan to help promote new products and boost channel beliefs. This series of victorious mobilization has increased by 113%.
In terms of marketing circulation, Huishan Milk linked the online and offline preface matrix, and made concerted efforts to achieve the rapid improvement of the brand's first volume. Collaborated online with the "Healthy and Light" column to create an exclusive broadcast joint intervention, Meituan's big-name daily mobile projection booth opening screen advertisement; Offline extraction, elk, and gathering occasions for accurate advertising of new products, to further expand the brand's first surface. According to statistics, the online drainage of 0 sucrose yogurt increased by 347 month-on-month for one week89% cumulative**189.1 billion SEO circulations, the strategic competition category accounted for more than 60%.
In this period of increasing health awareness and changing consumption trends, Yuexiu Huishan has relied on its keen market insight, strong product innovation and global marketing ability to successfully turn the new product of 0 sucrose yogurt (self-owned bag) into a market hit. This achievement not only demonstrates Yuexiu Huishan's strong strength and outstanding quality in the dairy industry, but also demonstrates its high degree of care and accurate grasp of the needs of consumers.