China Food

In the era of great health, milk has also entered the first year of quality

“ 
continue to cultivate the core of health and put quality first.
 ”
At present, the national health consumption environment has entered a new era, people’s awareness of health consumption has quietly changed, and consumers have put forward more personalized, quality and healthy product demands to the market. In this context, the major domestic consumer brands are also changing. They hope to inject new power into the consumer market in the era of great health through finely differentiated personalized health products.
For example, foodaily once published an article, “probiotics can be added to ice, which is too voluminous!” The article deeply analyzes the sudden emergence of the current segmentation scene of the healthy consumption track. In addition to the continuous exploration of new ideas and solutions for health in the field of tea and snacks, even the enterprises selling ice cubes have introduced the concept of “probiotics” to join the market competition of new tea drinks with innovative and healthy ice cubes.
In such a consumer market trend, the era of great health has also put forward new ideas for the dairy industry.
As the dairy industry that accompanies people from zero to 100 years old, how can they break through the health advantages of products and launch products with more quality and added value, so as to continue to occupy the highland of the healthy consumption market?
In the face of this problem, national brand Sanyuan gave a specific answer.
“Continue to cultivate the core of health and let quality first”, which is the health action symbol that Sanyuan has adhered to for 70 years. Today, Sanyuan has launched many quality “Star” products, including acme A2 β- Casein milk, 72 ° C fresh milk, yitangping yogurt, ailiyou infant formula milk powder and Baxi light truck ice cream, these products with high quality, high nutrition and new breakthrough properties are popular with consumers.
Recently, Sanyuan’s high-end milk brand “acme” also launched a new product, acme 1+1 native double protein milk, to achieve a comprehensive nutritional upgrade, build a richer and healthier quality nutrition scene for consumers from “one more dimension of nutrition”, and continue to empower national health consumption.
From the perspective of enterprise marketing strategy, Sanyuan ultimate choice uses nutritional 1+1 products to resonate with the attitude of 1+1 in life, opening the first year of the ultimate 1+1 strategy.
Native double protein racetrack,
Adhere to more extreme nutritional quality
It can be said that the birth of ternary extreme 1+1 native double protein milk has opened a new chapter in the domestic high-end white milk industry. This is not an exaggeration. In fact, in the past two years, the trend of health consumption upgrading has been extremely rapid. Especially in the post epidemic era, consumers’ attention to nutrition and health is returning. Dairy consumption has also returned to white milk from milk drinks, yogurt and other categories. The new products launched by Sanyuan acme naturally attract attention.
For more than 70 years, Sanyuan, as the “capital milk bottle”, has witnessed the growth of several generations, strengthened the values of taking quality as conscience and responsibility, and passed on from generation to generation, year-round and strict
In the industry, the label of “low-temperature milk” can only be matched if the milk source and process meet very high requirements. The whole process from extrusion to production of low-temperature milk needs to be completed within 24 hours. Ternary acme 1+1 original double protein fresh milk adopts the 72 ° C fresh locking process, which uses a lower golden sterilization temperature to achieve the purpose of sterilization. At the same time, it can retain more 25% active protein, with more fresh nutrition and mellower taste.
Compared with the traditional sterilization process of normal temperature milk, the FVN optimal process adopted by ternary extreme 1+1 raw double protein pure milk adopts instantaneous heating and cooling sterilization, which can quickly sterilize and lock fresh, so that normal temperature milk can also enjoy more fresh raw high-quality nutrition.
For a long time, Sanyuan has insisted on helping healthy China with fresh and high quality, and has maintained the defense line of health and quality for the milk field. From the cultivation and screening of high-quality dairy cows, to the high-quality pasture with its own gap and ISO certification, to the strict production standards and advanced production technology, through continuous scientific and technological innovation, Sanyuan has redefined the domestic high-end white milk, and guaranteed the nutrition and health of the national tongue with the upgraded and leading product strategy.
70 years of capital quality,
Explore new solutions to brand value
Sanyuan, a time-honored brand in the capital for 70 years, still accompanies Beijing and its citizens on the road of innovation. Therefore, it is possible to create such a high-end milk sub brand with the same quality and innovation, and find a way to communicate with young consumers.
In May this year, Sanyuan acme officially announced that Wang Kai has become the brand spokesperson of Sanyuan acme. One is Wang Kai, who has been persistent in his beloved field and career for 16 years, and the other is Sanyuan acme, which has cultivated national good milk for 70 years and precipitated for 15 years. The collision and friction between the two give a new interpretation of “acme”, which reflects the pursuit of acme nutrition on the one hand, and the exploration of acme life on the other hand.
Through TVC and the micro film “tribute to the ultimate life”, we express the ultimate life philosophy of “having one more dimension will give us the opportunity to understand the ultimate life”.
On the road of common pursuit of excellence, in addition to joining hands with Wang Kai to become the brand spokesperson, Sanyuan acme and Wang Kai also cooperated with the people’s network “Transparent Factory” to conduct a live broadcast of the “extreme journey
witness quality” and walked into Sanyuan acme pasture and Sanyuan milk production base to jointly reveal the ultimate pursuit of quality and nutrition behind Sanyuan acme milk. This also enables consumers to understand the technical strength and production process of Sanyuan acme through the live broadcast lens of people’s network, strengthen consumers’ trust and quality awareness of Sanyuan acme, and realize a new round of brand out of the circle.
As a national healthy milk brand, Sanyuan acme broke through the original marketing pattern in this new and bold attempt, allowing consumers to “personally participate” in the process inspection of milk production and feel the brand’s pursuit of “acme” of quality
In the era of great health, milk has also entered the first year of quality
70年首都老字号——三元,如今仍然相伴首都北京及国民走在创新的路上,所以才能诞生出极致这样同具品质和创新的高端牛奶子品牌,找到和年轻消费者进行时代交流的方式。
今年5月,三元极致官宣王凯成为三元极致的品牌代言人,一个是在自己热爱的领域和事业有着长达16年坚持的王凯,一个有着70年耕耘国民好牛奶底蕴,沉淀15年的三元极致,两者的碰撞摩擦出了对“极致”的新诠释,一方面映射的是对极致营养的追求,一方面是对极致人生的探索。

通过TVC及微电影《致敬极致人生》,表达“拥有多一种维度,才有机会领悟更极致的人生”的极致人生理念。


这种恰到好处的融合,让三元极致“多一个维度,营养更极致”的产品概念,升华成为“多一个维度人生更极致”的精神理念,从极致营养1+1,到为极致人生而喝彩,三元极致和王凯共同迈向了一个更贴近生活的维度,向国民观众表达出坚持“极致”脚步,锻造完美自己的态度。
在共同追求极致的道路上,除了携手王凯成为品牌代言人外,三元极致和王凯还联合人民网“透明工厂”进行了一次【极致之旅
见证品质】的大直播活动,走进三元极致牧场、三元牛奶生产基地,共同揭开三元极致牛奶背后对品质和营养的极致追求。这也让消费者能够通过人民网的直播镜头,了解到三元极致的技术实力和生产流程,加强消费者对三元极致的信任和品质认知,实现品牌的新一轮出圈。

作为国民健康牛奶品牌,三元极致在这一次全新且大胆的尝试中突破了原有的营销格局,让消费者“亲身参与”牛奶生产的流程检验,感悟到品牌对品质的“极致”追求。值得一提的是,这种做法,代表着一个品牌对自身品质有着极大的信心,同时也对消费者有着强烈的社会健康责任感,否则很少会有品牌愿意将自己的底牌摆在健康、品质意识空前强大的当代消费者面前。
事实上,从三元成立至今,不论市场环境如何变换,三元的首都品质始终从未改变,三元一直以“健康中国”为己任,专注于为国人带来健康有营养的好牛奶产品,这也不难理解为什么三元极致愿意让直播镜头走进生产车间,因为悉心接受国民的全方位检验,才能真正意义上成为一个国民健康好品牌。
从推出新品、官宣代言人,到品牌TVC、微电影发布,再到携手人民网透明工厂走进三元大直播、推出三元极致纪录片,三元极致围绕「极致营养1+1,为极致人生」的品牌主张,用引爆全网的系列营销动作,为开启「极致1+1」IP战略元年走出了至为关键的一步。同时,在行业竞争日益白热化的当下,三元极致不忘初心,始终聚焦消费者关心所在,用实力演绎极致营养,用品质响应极致人生,全面助力通往极致人生路上的每一个人!
图片及视频来源:三元
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