The advertising center started a two-day trip to YiliGrou on July 11. On the workshop there, Mr. He Haiming pointed out the friendship of years by saying that CCTV is both a partner and a consumer of Yili. Mr. Liu Chunhai, vice president of Yili Group said that the old land under our feet is right the land described in a poem Ode to Chile, where cows and sheep scatter over the riverside and mountain foot of Chile, and carries the history of the enterprise’s development.
Yili’s Outlook on Branding: Attaching Importance on Credibility
Initiated from a halal food plant based in Hohhot of Inner Mongolia in 1983, Yili is now a leading enterprise in dairy products of China. Pan Gang, president of Yili, has an idea of being an advance maker before a leader. Along the path it has walked along, Yili has achieves successes on many aspects, such as on marketing and promotion of important events. Cases in point are its high-profile participation in Shanghai World Expo 2010 and London Olympic Games 2012, which contributed a lot to the sales volume doubling from 20 billion to 40 billion yuan.
Today, how will Yili continue to build its brand? Mr. Wang Jialin, general manager of Media Department of the group prepares the answer for us. Firstly, the volume of reputation should be maintained and importance will be attached to the credibility and the influence of the brand. To do this, the group must make use of core media like CCTV; secondly, besides regular advertising, it is hoped to develop deeper cooperation which is different from the traditional for of advertising, say the setting upa award ranking for the Olympic Games to enhance the entire efficiency of investment; thirdly, the group will push innovation forward, from media strategy to negotiation and to execution; the connection between CCTV and internet will be fully utilized to do content marketing and adopts new technology, which will constitute an overall coverage of the media in communication.
Quality: the Base for Mind Opening
Now what is on the screen for advertising of Yili on CCTV is “the open trip to Yili plant” targeted at all the consumers in China. It is launched in 2013. The visitors-to-be only need to search online “to visit Yili”, or visit the website to select the nearest plant and book for the visit by clicking the mouse. For these visitors, Yili will provide free transport and narrator service to the visitor’s city or the nearest city.
We have had such a chance to visit the plant. Our one-hour trip was surrounded by the milky flavor. Yet we didn’t see even a drop of milk. What we saw was the flowing speed indicated by a shining red light on a huge metal pipe in the plant. The finished products were ported by large intelligent mechanical robot imported from Germany. One robot can finish the workload of 60 workers. According to the narration, we got to know that Yili introduced internationally advanced equipment and mechanical milking technology during the production. GPS is adopted to supervise the whole process of the raw milk transport to ensure the milk to be transported to the plant in safety. Vacuum filling technology is applied to ensure a sterilized and closed packaging.
Working staff of Yili see pragmatics and open minding as their attitude toward the quality and their response to the Chinese consumers’ expectation on safe food. With the success in big events such as the Shanghai World Expo and Olympic Games, Yili further hopes to build a closer relation with the customers in its strategic management.