Dairy brands break through and stand out with unique marketing strategies in the Year of the Horse | Siyan Consumer Index Brand List Vol.157

During this monitoring period, Moutai, Wuliangye, and Yili ranked top three on the list with comprehensive popularity indexes of 1.91, 1.75, and 1.55 respectively.

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Snack brands are vying for innovation in Year of the Horse gift boxes, with IP co - branding and health innovation becoming the key to marketing

Judging from the dynamics of the listed brands, the food and fresh produce consumption has entered the peak season for the Spring Festival of the Year of the Horse. Overall, it presents the core characteristics of "gift boxes leading, quality upgrading, scenario segmentation, and marketing breaking through circles". The competition in each segmented track is fierce and the differentiation is obvious. Brands' Spring Festival strategies precisely meet the festival needs, and consumers' consumption has shifted from basic necessities to the dual pursuit of emotional value and quality experience.

Among them, the snack track shows a situation of "parallel development of high - end gifts and cost - effective stockpiling". The competition focuses on IP co - branding and product health. Baicaowei continued its "Taste of the Year" IP and launched a limited - edition Year of the Horse gift box in cooperation with the Imperial Palace Cultural Heritage. The 1,620 - gram version sold over 300,000 boxes, but it faced a trust crisis due to the public opinion of "low nut proportion", exposing the shortcoming of its product structure. Three Squirrels focused on the "Get Rich Bucket" series, collaborated with four newly added offline lifestyle stores, and significantly increased the sales of gift boxes through New Year promotions. At the same time, it reduced inefficient online investment and shifted to an offline - first strategy. Weilong took "Get Rich Right Away" as the theme, launched the Get Rich Bucket and a gold bar lottery event. The event of a consumer in Mianyang winning the lottery went viral on social platforms, driving a surge in gift box sales. At the same time, it consolidated its leading position in the konjac jelly market share with three new konjac flavors such as sesame paste and pounded chicken feet, with monthly sales exceeding 80 million yuan, meeting the demand for healthy and delicious snacks.

From the current market situation, the leading brands in the snack track have obvious advantages. Weilong, Three Squirrels, and Baicaowei form a tripartite confrontation pattern. The consumption trend shows "health, scenario - based, and socialization". Consumers not only pursue cost - effective stockpiling products but also pay attention to the cultural sense and decency of gift boxes. Small - portion and additive - free products are more popular among the younger generation.

High - end gift boxes have become a hot gift - giving item. Technological innovation empowers the dairy track, and leading and emerging brands compete on the same stage

In addition, the competition in the dairy track focuses on high - end, gift - boxed products, and qualification breakthroughs. Leading brands and emerging brands each show their strengths. Yili adopted the Spring Festival strategy of "Two Horses Appear". It announced Ma Yili as its brand ambassador within 14 days, launched the Xinhuo low - GI milk powder gift box, and at the same time, laid out the Shuhua lactose - free high - end product line to strengthen the concept of health. Mengniu focused on the theme of "Be Extraordinary Right Away", launched a Year of the Horse limited - edition gift box and zodiac - themed packaging, and collaborated with offline pop - up stores to increase exposure. Anmuxi announced Wang Anyu as its brand ambassador, launched the Golden Horse Blessing gift box and the yellow peach and oatmeal popping boba flavor. The average live - streaming GMV exceeded 8 million yuan, ranking first in the regular - temperature yogurt category. Sanyuan collaborated with the Xu Beihong Memorial Hall to launch a co - branded gift box and also released a new fresh pure milk product using the INF ultra - instant sterilization process. The sales exceeded 5 million boxes in the first month of its launch. Renyang Yitouniu obtained the qualification for student milk, launched a Year of the Horse limited - edition gift box, and the sales of its ice - cream category increased by 70% year - on - year, leading the performance of emerging dairy companies.

In terms of consumption trends, dairy gift boxes have become a popular gift during the Spring Festival. Health selling points such as organic, high - calcium, and additive - free have become the core competitiveness. The segmented tracks such as student milk and low - temperature fresh milk have shown significant growth rates. Consumers' needs have shifted from simple calcium supplementation to health adaptation for all age groups and all scenarios. Brands increase product premium through IP co - branding and technological innovation.

Disclaimer: The analysis content is generated by AI and is for reference only.

Explanation of the list

The Shiyan Consumption Compass Series Index Report is a consumption index evaluation system independently developed by Shiyan Index. This series includes main lists such as the "List of Popular Brand Consumption Index", the "List of Industry Consumption Heat Index", the "List of Product Consumption Wave Index", and the "List of Popular Consumption Events", as well as extended list reports within the corresponding scope. It aims to objectively and truthfully present the trend characteristics of the consumption world through index evaluation, help the industry and brand owners continuously track the consumption market trends, provide references for enterprise operations, and enhance the comprehensive business competitiveness.

The Shiyan Consumption Compass Series Index List continuously monitors the following industries:

3C digital products, footwear, clothing and accessories, food and fresh produce, household appliances, sports and outdoor products, beauty and personal care products, mother and baby products, home decoration, automobile consumption, toys, models and musical instruments, pet products, and medical and health products, a total of 12 major industries.

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Disclaimer

This list is independently compiled by Shiyan Index. The views, conclusions, and suggestions in the list are for reference only and do not represent any specific investment advice or decision - making basis.

The calculation of the list data combines the public data of mainstream platforms and the data precipitation of Shiyan's large - scale consumer platform under Zhidemai Technology. We have taken reasonable measures to ensure the reliability and accuracy of the provided data as much as possible, but we cannot rule out some errors or deviations due to the limitations of the data itself. In addition, some of the data in this report have not been formally audited by an independent third - party auditing institution, so there may be unidentified errors or omissions. It is especially reminded that the market situation may change at any time, so the predictions, analyses, and conclusions in the report may differ from the actual situation.

Any third - party names, brands, or products mentioned in the report are for illustrative purposes only and do not constitute an endorsement or recommendation of them. Any mention of these third parties should not be regarded as an endorsement or recommendation in any form. The copyright of the report belongs to Zhidemai Technology Group and Shiyan Index. It shall not be reproduced or distributed without permission. Zhidemai Technology Group and Shiyan Index shall not be liable for any losses or damages caused by the use of the information in this report.