In recent 20 years, China's normal temperature liquid milk industry has experienced rapid development and is basically mature. The giants represented by Yili and Mengniu have mastered the right to speak in the industry and their status is hard to shake. Regional dairy enterprises such as Bright Dairy and New Dairy are also eager to try. In such a hot normal temperature milk market, what brand can stand out in just three years and get out of the circle quickly? What is its core secret? Let's adopt a cow to answer this question for you. 0 1 quality marketing: looking for a breakthrough in the normal temperature milk market, starting from the private domain and avoiding the main battlefield of traditional dairy products. From the market point of view, the competition in normal temperature liquid milk industry is fierce, and the potential of offline channels has been fully tapped, so it is difficult for new entrants to obtain channel support. In the fierce competition all the year round, dairy enterprises have formed an all-round competition system from grass source, milk source to products, and from marketing to research and development, which has greatly improved the entry threshold. In principle, there is not much chance for new entrants. However, the adoption of a cow saw the channel opportunities brought by the e-commerce platform and the traffic opportunities brought by the media, avoided the main battlefield of traditional dairy products, took the WeChat private domain ecology as an important soil for early growth, and cooperated with well-known media such as Wu Xiaobo Channel, Lilac Doctor and Dad Evaluation, which quickly gained the recognition of a large number of treasure mothers and completed the accumulation of original brand reputation. This strategy not only enabled the adoption of a cow to gain a group of early users, but also laid the foundation for creating a member-centered business model and precipitating tens of millions of private domains in the later period. Emphasize quality and turn brand into content. "Raising cattle well" is the basis of adopting cattle. Therefore, in publicity and marketing, the adoption of a cow emphasizes quality, and the differentiated competitive strategy of "cows are well raised, and milk will be good" is quickly popular with "high standard feeding methods, good milk sources and unusual milk quality" as the core of publicity. Adopting a cow will turn consumers into cows or ranchers. At this time, consumers are no longer buying dairy products, but a kind of distinguished experience and service, so that consumers can personally feel the charm of the brand, and then impress consumers and win user groups. In the way of "transforming the brand into content and spreading it on the platform of producing content", in the past year, the adoption of one cow covered a total of 200 million people, and successfully realized "saving advertising expenses 10% and giving back to users". Gamification marketing: strengthening trust with the concept of "adoption" Since the brand name is to adopt a cow, adoption is naturally indispensable. As early as 20 17 and 1 month, two "adoption" activities were jointly launched with Wu Xiaobo Channel: one was to pay 2999 yuan for the adoption right of dairy cows in the pasture; 2. Spend 1 0,000 yuan to become a joint rancher, which not only has the right to adopt a cow, but also enjoys the dividends from ranch management. In May, 2020, adopted cattle officially made its "adoption" mode public. The first is the online game of "cloud adoption". Consumers can directly adopt cows through Taobao and WeChat applets, and carry out cow breeding, milking interaction and milk change. And you can also receive the dynamic and live broadcast of the pasture, and easily experience the fun of raising cattle in the cloud. In the long-term cultivation of continuous operation, it greatly enhances the stickiness of consumers and is more likely to have a sense of belonging. In addition, during the game, consumers can directly enter the mall applet in the official WeChat account to place an order when needed, which greatly reduces the purchase path and affects the user's mind at almost zero cost. The second is "common adoption". Adopt a cow, and jointly launch a co-branded card with Wu Xiaobo Channel, Wang Baobao Cereal and Dunhuang IP. Consumers can regularly enjoy home delivery, parenting guides and other services by purchasing milk cards. In different joint brands, the use of milk has been expanded. By embracing the ancient trend among young people, the brand has been given a deeper cultural connotation and the brand impression of new consumption and new domestic products has been strengthened. The third is real-name adoption. That is, to become a real cattle-raising partner, consumers can order milk in a special pasture one year in advance, and the highest-level members can also name the cows and get photos and growth data of the cows. Adoption mode breaks the information inequality between consumers and companies, and brands can get direct and true feedback in the process of making friends with users. A high degree of interaction and participation can further strengthen the relationship between consumers and brands and fully meet the personalized needs after consumption upgrading. With the concept of "adoption" out of the circle, the online sales of adopting a cow have soared. Global membership marketing: let high-value users adopt more valuable membership system, which is a unified membership system around the world. The brand manages all the membership systems such as Tmall, JD.COM and its own applet in a unified way, and divides the members into four grades: new cattle breeder, red bull breeder, cattle breeder and cattle breeder partner. Literally, the membership level also emphasizes "raising cattle", which brings consumers closer to the production chain and creates an atmosphere for consumers to participate in product production and operation. Members of different grades enjoy different rights and interests in points redemption and shopping discounts, which deepens consumers' understanding of "members". In addition, consumers can also earn points by signing in, sharing and praising, thus improving their membership level. In addition, the adopted cattle also carry out refined operations on members with high repurchase rate in the private domain. Nutrition consultants will judge consumers' buying habits according to their shopping records, purchasing preferences, repurchase frequency, and purchasing time interval. , regularly remind users to buy milk, and give surprise benefits on users' birthdays, special festivals and other times. These members will also participate in product creation and offline deep experience, connect products and consumers in a scene-based way, and infinitely narrow the emotional distance between them, thus strengthening consumers' recognition of the brand and making high-value users more valuable, which is also an important reason why raising cattle can create miracles in the same dairy industry. Summary: In the fierce competition of dairy industry, "adopting a cow" has developed rapidly with online traffic and breeding stories, and has formed a certain brand influence at the consumer level. However, if the brand wants to achieve higher goals in the future, it still needs to rely on high-quality products and understanding of users to form its own brand support. LinkFlow helps brands to bridge the application gap between data and data assets from the perspective of market environment changes and consumer pain points. Interested partners can receive the "2022 Global Data-Driven Growth Guide" by private letter Xiaolian to get ideas and solutions for the digital development of brand marketing!