Recently, at the Nielsen First Greater China Breakthrough Innovation Awards Ceremony held in Shanghai, New Hope Dairy's “Urban Memory” series of flavored yoghurt stood out from more than 24,000 fast-moving consumer goods in the national market and was named Nelson's 2015 breakthrough. The Sex Innovation Awards became the only dairy product among the 15 award-winning products.
As a world-renowned market research company, Nielsen has released local breakthrough innovation annual reports in North America, the United Kingdom, India, Southeast Asia and other markets in recent years, looking for the best in the global new cases, the relevant data for the brand to grasp the consumption trend It is of great significance and reference value to have an insight into consumer demand.

In 2015, Nielsen China's breakthrough innovation selection is based on three major standards, product uniqueness - creating a new value proposition in the market; market relevance - the first year of listing to achieve considerable sales; sales persistence - lasting 3 The year continues to grow. The new Hope Dairy “Urban Memory” series of flavored yogurt is based on the overall leading position in these three major indicators, and finally won the Nielsen breakthrough innovation award. The “Urban Memory” series of flavored yoghurt is a product of the new hope that Dairy is committed to creating a unique personality and sentiment for consumers. The product captures the background of “collective nostalgia” and combines the unique styles of different cities. Develop products of different packaging and tastes, allowing consumers to establish brand reputation and loyalty in emotional resonance.

The “Breakthrough Innovation Report” redefines “innovation”. Research has found that innovation is not determined by marketers, but by consumers. A true understanding of the meaning of innovation is a prerequisite for successful innovation. In addition to performance based on product sales, there is also a very reliable consumer-centric forecasting model. When deciding which is truly innovative, the right question is: “Can this innovation help consumers solve the needs of life that are urgently needed or not yet fully resolved?” When consumers discover that some products are innovative, They will buy and use them over and over again.

However, focusing only on the uniqueness of the product does not fully predict that the product will stand out and win the consumer. The Nielsen survey shows that successful and innovative products have prompted consumers to try and repurchase for the first time, and the category has expanded and continues to be profitable. The success is not just the uniqueness of the product. Consumer behavior is more reflective of what innovation is: the trade-offs and willingness of their purchases, their repetitive purchases are further defined, and continuous innovation is A driving force, which also extends to the marketing level, from the first contact to the product, to the product is deeply impressed by the consumer. Consumer demand-driven innovation systems have proven to be the way to success.

Mr. Xi Gang, the founder of New Hope Dairy City Memory Yogurt, and Mr. Xi Gang, President of New Hope Dairy, talked about the original intention of developing this product: “From a rational perspective, in 2008, food safety has become the focus of consumers. The urban memory series flavored yogurt was introduced to the country as the first yogurt without additives on the market. From the perceptual level, nostalgia has become a trend, so the product has a unique name: memory."

Innovative products need to meet current values ​​and trends. New Hope Dairy City Memory insists on simple product packaging, and products must also satisfy consumers' demands for health. The bottle of urban memory is designed to be simple and modern. In order to stimulate the emotional interaction of local consumers, urban memory provides different designs for different cities, and emotional resonance with consumers through urban landmarks and humanities background. For dairy products, it is very challenging to have both no additives and good food. This new proposition opens the market for the urban memory series. As a regional dairy company, New Hope Dairy has a good consumer base, close emotional connection with consumers, and is widely accepted by local consumers and has a good reputation.

When launching products nationwide, you need to return to the foundation of everything - the product itself. As a local brand, you need to have a national perspective to be more prominent than other local brands. However, innovation cannot leave the quality of the product, and the quality needs to be stable and reliable. Xi Gang, president of New Hope Dairy, said: "You must respect your consumers and learn to listen to them. We interact well with consumers, and we consult them on how to improve products and labels."

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