On March 16 th at the Sugar Club Yili held a press release to announce their new campaign. Yili proclaimed Guo Jingjing will join Liu Xiang as the face of the dairy company.
Jack Welsh, one of the world's greatest CEOs, has said, ¡°GE chooses projects with potential so that they can become number one or two in the markets, otherwise GE would not be successful.¡± Yili's President Pan Gang, seems to follow the same mentality by demanding high-standards for their products.
Yili has four departments, the resource department of pure milk and the three product departments including liquid milk, cold drinks and baby formula. The three product departments have maintained either the number one or two spot in their respective markets for many years. In 2005, Yili began producing yogurt and although it's the youngest department, it has already made much progress. Nevertheless, it is under great pressure to succeed like other Yili products. However, the yogurt market has much potential and is expected to be active and progressive.
The Yili President's assistant, Zhang Jianqiu, said that Yili yogurt has been successful in China , especially in Beijing and other major cities. In 2005 Yili yogurt's contribution to the market was way beyond the company's expectations. Therefore, Yili will increase their investment in the yogurt department in 2006/7, expecting similar growth in the following two years. Yili yogurt was selected as the official yogurt for the Olympic Games in 2008 because of its nutritional benefits. This is expected to help the brand image tremendously.
New charm for their golden product
Because of its nutritional value, Yili yogurt has become the highlight of the dairy sector. The experts expect this high-quality, nutritional product to provide strong competition and expand the dairy market to an astonishing size. Currently the yogurt market consists of about 4-5 billion people, showing a larger increase than any other milk product.
Yili uses 100% pure milk and the best technology to create their high-quality, creamy yogurt. Yili was the first to introduce real fruits into their yogurt and the company has increased by 280%. Now that Yili has been chosen by the Olympic Games, its slogan will be seen on all Olympic posters. Furthermore, the widely used ingredient, LGG (¡°good¡± bacteria) has helped the yogurt become a golden product.
The company Wei Liao has granted Yili the exclusive right to use LGG, giving them a great advantage over competitors. LGG is the best researched and most nutritional ¡°good¡± bacteria on the market. Live bacteria were seldom researched before the discovery of LGG. Now, even after 20 years of research, scientists are still trying to understand this complex bacterium. LGG is unique for the amount of good bacteria it contains as well as the bacteria's ability to stay alive. Yili has come out with a new line of products containing LGG. The LGG yogurt not only maintains the good taste but adds unique vitality to the yogurt. From all the new technology and research, Yili yogurt is of Olympic quality, providing the consumers with great taste and an unparalleled experience.
The modern woman is concerned with not only her outer beauty but with her inner health as well. Yili's new LGG yogurt therefore, provides benefits for one's digestive system. The yogurt includes three kinds of acid, ¡°wu suan,¡± ¡°bei suan,¡± and ¡°PE ping¡± which Yili intends to put into other products. Furthermore, Yili adds large pieces of various types of fruit into their yogurt. Compared with other dairy companies, Yili is unique in the amount of energy they have invested into this product. This investment added to their already strong brand image, Yili is sure to make a great impact on the dairy market.
Guo Jingjing speaks about her dream
Liu Xiang, the original spokesperson for Yili is known for his slogan, ¡°Creating opportunities for dreams.¡± Guo Jingjing, however, emphasizes the ¡°charming vitality¡± of Yili's products. She encourages consumers by saying that they can be charming and vivacious as well.
As the ¡°queen of diving,¡± Guo Jingjing has the highest market value of any Chinese female athlete and has been the spokesperson for many international brands. Yili's President's assistant, Zang Jianqiu, explained, ¡°We chose Guo Jingjing on the basis of two points, firstly she is both active and charming, secondly she represents a new generation. When Guo Jingjing is diving she emanates energy, she has conquered the hearts of many people. Yili products are the same. Furthermore, she is part of the new generation just like Yili represents a new generation of products. Yili will continue to innovate their products through their advanced research techniques and always be ahead of their competitors. Therefore, Guo Jingjing is a good choice for Yili's future.¡±
During the meeting, Guo Jingjing commented, ¡°Because of their health people are beautiful; Because of their grace people are modern. When I choose to buy a product, I consider the nutritional value as well as the taste. The reason I chose to be the spokesperson for the LGG yogurt is because Yili believes in the charm and vitality of the youth. I'm glad to share Yili products with other youths so we can all become more active and healthy. This is the most important reason for me to be a part of Yili yogurt.¡±
Guo Jingjing, mimicking the Olympic Games ceremony, lit a blue torch to represent lighting the fire or energy of Yili. At that moment, the ¡°queen of diving¡± stared at the Olympic banner, envisioning her future appearance at the games in 2008.
Her dreams for 2008 include being a part of the passing of the torch and standing on the Olympic podium receiving a medal. However, regardless of her future success in the games, Guo Jingjing has already accomplished becoming the official Chinese female athlete spokesperson for Yili.