Supreme White: Understanding the Twenty-Year Commitment of an Organic Milk.

Content marketing is becoming increasingly popular. How should brands tell their own stories?

It is no exaggeration to say that no one in this world can resist a good story. Especially in the fiercely competitive Spring Festival marketing arena, people who are immersed in fragmented content such as short videos, Weibo, and Moments are eager to free their minds and bodies from the fast-paced information delivery after a busy year.

When the attention of people of all ages is focused together, it forms an invisible marketing battlefield. How brands tell their own stories and establish a deeper connection with users has become the almost artisan-like ideal pursuit of countless creators. Because the Spring Festival is not only an important window for brands to gain exposure and achieve business transformation, but also a key opportunity for brands to build an emotional bond with users.

For example, during this year's Spring Festival, the sales of consumer goods for trade-in across the country exceeded 31 billion yuan, and the sales of home appliances and mobile phones both showed a triple-digit year-on-year growth. The order volume of major e-commerce platforms increased by more than 40% year-on-year. Behind the data growth is the promotion of a traditional festival with an inherent emotional foundation. Because in addition to consumption, people urgently need to find a way to release their emotions during the Spring Festival and look forward to a spiritual resonance.

This is the key to breaking the situation in the era of all-media where users' attention is becoming more and more fragmented and brand media touchpoints are continuously decentralized. How to create a complete brand's own reach link in the Spring Festival marketing bombardment of a hundred schools of thought? The answer is to form a value connection with the double resonance of culture and emotion.

Steve Jobs once said that marketing is about values. In the double resonance of culture and emotion, "The Supreme White" created by Jindian Organic Milk in collaboration with renowned director Wuershan provides a brand sample of value connection.

A question worth exploring is: When Jindian, which has adhered to organic for twenty years, and the film director Wuershan come together with a glass of milk, how does this "white story" about perseverance take root in the Hulun Buir Prairie?

In "The Supreme White", Searching for a Cultural and Emotional Resonance

Why is it white?

In grassland culture, white has a special status and significance, and the nomadic people who have lived on the grassland for generations advocate white. We can see that white is carried out from the hada, which symbolizes the etiquette of hospitality, to the yurts that accompany the nomads throughout their lives. Because in their view, white symbolizes nobility, sacredness, purity, and auspiciousness.

Therefore, in terms of symbolic meaning, the short film "The Supreme White" takes white as the main tone. It not only arouses national emotional resonance through respect and display of grassland culture, but also conveys the purity and beauty that people's hearts long for with an unpolluted natural beauty.

The short film is the art of vision. The story background of "The Supreme White" is set in the Hulun Buir Prairie in winter. In visual language, the vast snow-covered grassland, with its white as a bright and eye-catching color, can attract the audience's attention in the picture, thereby focusing on the steeds and yurts.

This white symbolizes a sense of purity in today's industrial era, reminding people not to forget the pursuit of purity and nature in the fast-paced urban life. It can be said that the natural landscape represented by white provides an excellent real blueprint for the theme expression of "The Supreme White".

Finally, milk is white. The pure feeling conveyed through white is associated with the brand of the film - Jindian Limited Hulun Buir Organic Pure Milk. From the presentation of the natural landscape to the cultural and emotional resonance to the sublimation of the brand image, a spiritual communication link based on white is established.

Just as in the dialogue between the grandfather and grandson in the short film, the boy asks his grandfather about the "white". The grandfather's answer is that the white milk allows life to be nurtured, the white steam makes the milk richer and more fragrant, the white milk curd allows children to grow up healthily, and the White Moon Festival makes the new spring of the grassland auspicious...

When the vitality that white possesses is sublimated in this series of parallelisms, "The Supreme White" also naturally conveys the theme it expresses: Respecting the vitality of nature.

But why is it the grassland culture represented by the nomadic people?

On the one hand, Jindian's milk source is in the Hulun Buir Prairie, which is an important birthplace of the nomadic people. According to historical records and legends, the rich and beautiful natural geographical conditions of Hulun Buir provided the basis for the growth of the Mongolian ancestors, the Menggu Shiwei tribe, in the Erguna River Basin. More importantly, it is also the starting point of national unity. When Genghis Khan unified the various tribes, he relied on the Hulun Buir Prairie.

Today, Hulun Buir, as one of the four famous grasslands in the world, has a temperate continental monsoon climate with distinct four seasons. In addition to the grassland, there are also various landforms such as forests, rivers, lakes, and wetlands, and the land resources are rich and diverse, providing space for the development of multiple industries. It is a unique and favorable location for Jindian to interpret the concept of "A good grassland breeds good organic milk".

On the other hand, The nomadic people's awe of nature is highly consistent with Jindian's brand values. Jindian advocates nature, organic, and purity, and the traditional customs and religious beliefs of the herdsmen naturally carry respect and awe for the power of nature. For example, during the traditional Nadam Fair, it is not allowed to randomly damage the grassland vegetation or wash unclean things in the river.

In the narrative structure, "The Supreme White" unfolds with the dialogue between the grandfather and grandson, creating an auditory rhythmic aesthetic; in the lens language, with a top director at the helm, "The Supreme White" implements the texture of the silver screen and conveys a mysterious and magnificent poetry through the artistic composition of large areas of blank space; in the soundtrack style, the entire film uses ethnic music elements such as nursery rhymes, khoomei, and mouth harp to convey a strong grassland culture.

One is a Chinese dairy brand that has adhered to organic for twenty years, is based in the grassland paradise, and respects the vitality of nature. The other is a Chinese director who has adhered to film creation for ten years, set a new benchmark for Chinese mythological films, and promoted the establishment of the film industrialization system. Both are professional pursuers in their respective fields.

It can be said that there is a two-way pursuit based on the cultural level between Jindian Organic Milk and Director Wuershan.

Since its launch on January 29, the reason why "The Supreme White" can have more than 200,000 interactions of likes, comments, and shares on the video account and make it to the Weibo hot search, and at the same time be invited by the documentary IP "Yangsheng" to have the director talk about the behind-the-scenes creative story is that this short film can be a refreshing stream in the marketing bombardment, achieving an emotional and cultural resonance that touches the depths of the soul. While delivering Jindian's brand belief and values, it has completed a deeper link binding with users.

This kind of leadership is enough to become a brand sample for this year's Spring Festival marketing. By tracing the product back to the regional culture, and on the other hand, leveraging the famous director to tell a story with the texture of a film, Jindian's professional image as a high-end organic milk that pursues pure quality can continue to ferment and be delivered.

Twenty Years of Organic Adherence, A Victory of Long-Termism

Back to the initial question: Why should a glass of milk insist on being organic?

In today's era of abundant life and diverse food, many people may have forgotten that milk was once known as "white blood". Its rich nutritional value, easy digestion and absorption, and convenient consumption characteristics make it called "the closest to the perfect food" by nutritionists, almost containing all the nutrients the human body needs.

It is precisely because of this status that every link involved in a glass of milk needs to withstand the scrutiny of consumers. From the upstream feed planting and processing, milk farming and breeding, and raw milk collection and transportation, to the midstream processing and production and the downstream logistics and sales, until it is finally served on the table.

And the label of organic not only means stricter food safety standards, but also represents the emphasis on animal welfare and natural breeding, as well as the attention to environmental protection and sustainable development. This value of tracing a glass of milk responds to those consumers who pursue a "pure and natural" lifestyle.

In essence, Organic is not only a label, but also an attitude, a value, and a way of life.

The reason why Jindian continues to focus on organic quality is that its corresponding consumers come from the quality middle class in first- and second-tier cities.

In today's era where rational consumption dominates the mood, this group is a new generation of pragmatists who value product quality. They no longer blindly believe in the status symbol brought by the brand LOGO, but care about the story behind the brand, the origin of the product production, and the final value closed loop.

Now, with the touching story of "The Supreme White", Jindian has provided a new marketing sample for dairy enterprises to show organic quality. Through the exploration of the culture and spirit of the origin, the brand image of Jindian can be further inherited.

In fact, This is not only a brand image, but also the consistent brand DNA of Jindian, which was established since the brand was born in 2006.

Before the launch of Jindian Organic Milk in 2007, there were only "pollution-free milk" and "green food milk" in China, but these two types of products still allowed the use of some chemically synthesized substances. Jindian, on the other hand, is produced with the organic standard of "completely natural and pollution-free throughout the process", and has obtained international authoritative certification. It strictly prohibits the use of chemical substances such as antibiotics, hormones, and pesticides, becoming the first truly organic dairy product in China.

This is behind the organic layout that spans twenty years. As early as 2003, Jindian began to build an organic system, covering the whole chain management from organic forage planting, dairy cattle breeding, production and processing to logistics and sales, to achieve the pure quality of "from a grass to a glass of milk". It can be said that Jindian not only fills the gap in the Chinese organic dairy market, but also defines "organic" with a kind of adherence that transcends the cycle.

Twenty years of organic, not just a gimmick, but the value adherence of Jindian Organic. On the era path of leading the Chinese dairy industry upward, Jindian Limited Hulun Buir Organic Pure Milk is not just a glass of milk, but also a key to leading the public to start an organic life.