Jinmailang joins hands with Haier to seek innovation

In order to give consumers the best temperature to drink, enhance consumer experience and enhance the image of the channel, Jinmai Beverages Co., Ltd. recently signed a contract with Haier Group to place Haier commercial refrigerators at the sales terminal. Jin Lang and Haier’s joint actions have shown their concern for innovation and change.

Since last year, the financial statements of a number of beverages showed that the overall growth rate of the beverage industry has slowed down, and consumers have become more and more critical. It is also an indisputable fact that market competition has become increasingly fierce. Under this circumstance, Jinmailang, as a well-known drink brand in China, is conquering the situation and innovating. Recently, Mailang Beverage Company and the home appliance giant Haier reached a strategic cooperation to centralize the procurement of a number of Haier energy-saving emission reduction commercial refrigerators, as an important measure to enhance the channel image.

It is understood that Haier is currently the leader in the field of white goods in China, and it is among the best in terms of independent innovation and marketing. Haier’s freezer products for Jinmailing beverages are all energy-saving and emission-reducing series. With features such as low energy consumption, high efficiency, and long service life, Haier’s beverages can greatly reduce the cost of Jinmai’s beverages and provide support for Jinmailang’s image enhancement.

As for the development trend of the beverage market, Mr. Chen Qigang, general manager of Marketing of Jinlang Beverages Co., Ltd., has a unique insight. When interviewed by the China Economic Network reporter, he said that the beverage industry is a fast-moving consumer goods industry and will inevitably determine the consumers' " They are old and new, and the so-called downturn is because they do not provide consumers with what they like and can impress their innovative products.

“Jinmai Lang has always been a challenger's positioning innovation and change. Take Jin Lang's sugar candy Sydney as an example, soon after the listing became a campus, young people buy a high frequency of products, the recent introduction of sugar grapefruit Products also have a tendency to catch up, and praises are added, which shows that young people’s consumption desires need to be stimulated, and that Jin Lang also needs to be able to understand, cater to, and guide young people’s consumption.If this can be achieved, then there will be no existence. The so-called 'depression' was." Chen Qigang thinks.

The beverage industry has a relatively slack season, with the advent of the beverage sales season. Chen Qigang said, “The large-scale purchase of Haier commercial refrigerators allows consumers to enjoy the delicious products of Jinmailang products at the optimal drinking temperature of 7 degrees. The upcoming drinks season is ready for sales and the new sales season."

Talking about the marketing of Jinmailang this time, Chen Qigang accepted an interview with the China Economic Net reporter and said that the innovation of marketing and promotion of Mailang beverages has never stopped. They started from the consumer's catalyst habits and used online interactive marketing tools to better Close to the consumer. "In 2012, Jinmailang used the signing of the small S as a spokesperson's opportunity to set off a series of network hotspot interactive activities such as 'Grabbing the S Badge', 'Happy Survey', 'Controlling the Body' on the Internet." Mai Lang uses emotional marketing to better impress consumers, and guide consumers to form an emotional dependency between Jin Lang’s beverages, from the current “Merry Flavor” of Mailang Ice Tea to Jinlang Sugar Pear, the family’s Warm and inherited, this emotional resonance has led to the establishment of a relationship between the consumer and the brand, which has accumulated valuable identification wealth for the long-term development of this Mai Lang beverage.

With regard to what other initiatives Mr. McGovern has done this year, Chen Qigang told a Chinese economic reporter that “Jinlang’s beverage will continue to have three characteristics: First, it will continue to strengthen the emotional resonance with consumers. Jinmailang hopes to carry out the 'happy' element. In the end, the second is to focus on the continued importance of younger consumers in the more important network aspects of catalyst habits, and to develop the dynamism of multiple interactive marketing activities that truly influence their participation and gain their recognition. It will practice social responsibility more, and at the corporate level, it will be 'benefiting the world' and will do its best to 'walk the road'.