The headquarters of Jiagu is under construction, Qi Zheng is flirting with girls, and the hot summer is coming. See 1 yarn 3 Chinese net

This summer, it is destined to belong to a TV show, a dairy brand.

How popular was Supergirl in '05?

The elders in Qi Zheng's family are all chasing, and the elders such as parents, mothers, and cousins all have their own supporters, and they all watch them together in the last few games.

The children in the village are young and do not use mobile phones commonly, so these fanatics organize to go out on the street to find passers-by to vote on their mobile phones, and they all sound crazy.

But this summer, it's a common phenomenon — a vote that has even been picked up by media outlets like Time magazine.

In 05, Supergirl became popular and Shonan Satellite TV became popular, but anyone with a discerning eye knows that Jiagu Dairy's full dedication has contributed to it.

Jiagu Dairy, as the "big guy behind it", has provided more than 100 million yuan for this program, including 30 million yuan in naming rights.

Not only that, all the activities of Jiagu Dairy, such as product packaging, posters, piles, TV commercials, online advertisements, and radio advertisements, are linked to "Supergirl".

Similarly, from the beginning of the cooperation, Shonan Satellite TV has devoted resources to the Supergirl program and Jiagu Dairy, such as a 15-second commercial and on-site billboard for Jiagu Dairy.

In the end, a national carnival in 2005 achieved a win-win situation beyond expectations.

"The region where the Super Girl Five Competition Area is located is the main battlefield of Jiagu Dairy's sales this year. Yang Ye, head of Jiagu Dairy, said.

The background of Yang Ye's remarks is that at the beginning of this year, Jiagu Dairy's 300 million yuan and daily output of 100 tons of Jiagu yogurt R&D and production base was completed.

Jiagu Dairy strictly adheres to the three requirements of yogurt fermentation: strains, processes and formulas. Yogurt is one of the strategic products that Jiagu Dairy focuses on this year, with an investment of more than 50 million yuan in product research and development, process technology and equipment alone, all the raw milk used comes from standardized farms, and the probiotics used come from the group of Jiagu laboratories.

The competition in the dairy industry may be the most fierce in FMCG in recent years, and the increasingly fierce price war, channel war, and promotion war have made some companies begin to overdraft their resources. It is almost inevitable to get rid of the quagmire of increasing homogenization and become more dairy companies.

Jiagu Dairy spares no effort to invest in Supergirl to promote the "Jiagu Yogurt" brand, in order to break through the price competition in the pure milk market. Due to years of price wars, the traditional pure milk market margins have become thinner and thinner. And the growth point of yogurt has been targeted by the entire industry.

However, Jiagu Dairy took the lead in obtaining rich returns with this national event, and Jiagu Dairy has also become popular in the sales terminal from an obscure local brand.

Whether people pay attention to Jiagu Dairy because they pay attention to Supergirl, or because Jiagu Dairy notices Supergirl, with Zhang Hanyun becoming the product spokesperson of Jiagu Dairy, this cooperation between Jiagu Dairy and Shonan Satellite TV can become a perfect example of integrated marketing.

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"Who would have thought?"

Many people in the industry were not optimistic about the cooperation between Jiagu Dairy and Shonan Satellite TV at first.

On the one hand, it is because Jiagu Dairy has invested tens of millions or even hundreds of millions of dollars for this, and has invested so much money to sponsor an event, what if the effect is not good?

On the other hand, some people think that the people who participate in programs like "Super Girl" have poor spending power, and even if the impact is great, it does not meet the positioning of "Jia Yogurt", and the actual sales effect is not necessarily good.

And the fact "snapped" in the face.

"Jia Yogurt" is closer to the audience of "Super Girl" by finding Zhang Hanyun to endorse it, and it has become the key point of the entire integrated marketing communication.

Zhang Hanyun is not a star, just a 16-year-old girl from Sichuan Province, but after passing the "Super Girl" draft and the endorsement of "Jiagu Dairy Jia Yogurt", the tailor-made advertising song "Sweet and Sour is Me" appeared in TV commercials, radio, and light boxes and street signs in first- and second-tier cities...... She became the center of public attention.

History always coincides at some point - Qi Zheng did not interfere in the follow-up operation of Jiagu Dairy, but "Sweet and Sour is Me" still became Zhang Hanyun's famous song.

Whether it is to choose Zhang Hanyun as the brand spokesperson or to choose the advertising song, it is the handiwork of Hao Yunfei, the event marketing master of Jiagu Dairy, and it is actually a wise choice.

The advertisement of "Chia Yogurt" is really not blowing, it tastes delicate and rich, so delicate that it feels like the small particles on the taste buds of the tongue will be filled with milk, and the rich milk flavor has a natural sweet and sour taste, which is perfectly blended with milk.

Fans attracted by Supergirl, especially girls, have become fans of Jiagu Dairy without resistance after tasting the first sip of "Jia Yogurt".

This summer, Jiagu Dairy put 2 billion bags of products printed with "2005 Jiagu Dairy Jiayogurt 'Super Girl'" on the market, and soon some markets were out of stock. In Sichuan Province alone, the sales figures of major supermarkets show that this summer, Jiagu Dairy's sales of Jia Yogurt ranked first in a single store, and the monthly sales were thousands of yuan higher than the second place.

As the unique taste of "Jiagu Yogurt" continues to be recognized by consumers, even the "Jiagu Pure Milk" under Jiagu Dairy has also attracted attention.

After tasting it, many people find that Jiagu pure milk is really silky and smooth, with the unique taste of milk itself, especially the rich milk aroma and looming fragrance, which makes the taste of milk more layered, and can't help but shine.

Although Jiagu pure milk is mainly high-end, and the price is higher than that of ordinary liquid milk at room temperature, there are always people who pay more attention to quality, so the sales of Jiagu pure milk are also steadily increasing.

Jiagu Dairy's investment in Supergirl has only been two years, and "Jiayu Yogurt" has won huge popularity, and Jiagu Yogurt has followed the Supergirl competition to the whole country, and since "Supergirl" has become a popular cultural and commercial word this year, "Jiayogurt" has naturally spread among fans.

Chia yogurt became famous, but it also provoked dairy competitors.

There is no shortage of similar products on the market, but the popularity is greatly reduced. The same type of Yili heart yogurt launched by Yili is really sad in front of "Super Girl", and the sharp-eyed Bright Dairy quickly designed a bright heart sour yogurt, but this adventurous hitchhike is not very effective.

Nothing is more frustrating than the fierce bull. Originally, Fierce Bull fell in love with the potential of Supergirl's show, but was cut off by Jiagu Dairy, and Fierce Bull never imagined that the sensation caused by Supergirl this year far exceeded expectations, but created another strong competitor of his own.

But whether it is cheering, questioning, or abuse, the attention and popularity of "Supergirl" in 05 years is unquestionable, and the rise of Jiagu Dairy cannot be ignored.

Cry wolf!

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