Introduction: At the 2018 Spring Sugar & Wine Fair, the 'Star New Product' — Heihei Light-Fat Beverage — is made from a scientific ratio of black sesame, oats, and black beans, with other healthy light-fat ingredients, forming a unique light-fat and light-body formula. It brings a new light-fat dietary experience, helping to achieve a light and healthy body. Heihei, the pioneer of light-fat beverages, is proudly produced by Southern Black Sesame and endorsed by national film star Fan Bingbing!

As a bellwether of the food industry, the Spring Sugar & Wine Fair has become increasingly important for grasping industry trends, showcasing star products, and fostering idea exchange. Where is the prospect for the FMCG food industry in 2018, which is already a red ocean? Where are the opportunity products for traditional distributors whose channels are being squeezed? These have become the most concerning issues for traditional dealers in 2018.

At the 2018 Spring Sugar & Wine Fair, hundreds of thousands of products competed for attention. Heihei Light-Fat Beverage, a star product of Southern Black Sesame Group, won the 'Star New Product' award last year with its 248ml single pack. This year, it launched a 1-liter pack and stood out again, winning the 2018 Spring Sugar & Wine Fair 'Star New Product' award.

In the past two years, light-fat beverages, as a brand-new beverage category, have been at the forefront of public opinion since their debut, continuously pursued by media, channels, celebrities, and consumers. As the pioneer of light-fat beverages, 'Heihei' from Southern Black Sesame Group has received unanimous praise from the market and the industry.

The Heihei product family continues to grow, leading the light-fat beverage market

To adapt to consumption upgrades and meet personalized consumer needs, Southern Black Sesame Group, leveraging years of experience in the food industry, pioneered the new category of 'light-fat beverages' and launched Heihei Milk, catering to the trend of health-conscious consumption. As a strategic product of Southern Black Sesame Group, it received widespread market acclaim upon launch. To better meet the consumption needs of young people advocating a light body, the formula was refined, and a new no-added-sucrose version was developed.

In 2018, Southern Black Sesame Group seized the momentum to launch the new brand 'Heihei' with the slogan 'light-fat and delicious.' To cater to the consumption needs of gatherings and family occasions, the 'Heihei' series officially launched a 1-liter pack, which won the 'Star New Product' award at the 2018 National Spring Sugar & Wine Fair.

Heihei Light-Fat Beverage is made from a scientific ratio of black sesame, oats, and black beans, with other healthy light-fat ingredients, forming a unique light-fat and light-body formula. It brings a new light-fat dietary experience, helping to achieve a light and healthy body. Currently, the product comes in two flavors: original and no-added-sucrose, with specifications including 248ml, 1L, 6-pack, and 12-pack gift boxes. Multiple flavors and specifications meet the needs of consumers in different scenarios. The growing Heihei Light-Fat Beverage family is bound to accelerate the expansion of the light-fat beverage market and open up a new industry trend.

Omni-channel development strategy to tap into a hundred-billion blue ocean market

Different product forms correspond to different terminal channels, and the Heihei Light-Fat Beverage series implements an omni-channel strategy. It has entered large supermarkets such as Vanguard, Rainbow, Carrefour, and RT-Mart; for urban white-collar workers who need light-fat breakfasts and late-night light-body options, Heihei has fully entered national convenience store systems like 7-Eleven, FamilyMart, and Meiyijia; and it has cooperated with Sinopec to fully enter gas station systems, with the first order reaching 20 million yuan. It is also actively cooperating with special channels such as airports and high-speed rail stations to intercept target customers in multiple scenarios.

Heihei Light-Fat Beverage follows the trend of the new retail era and actively seeks cooperation with new retail platforms. After signing a ten-million-yuan order with the well-known new retail platform Dianda at the 2017 Autumn Sugar & Wine Fair, Southern Black Sesame Group signed strategic cooperation agreements with Zhanghetianxia, Zhongshang Huimin, and Zongsheng Intelligent Technology at the 15th China Marketing Ceremony, with on-site contract amounts exceeding 50 million yuan.

Strategic cooperation with Zhejiang TV, multi-variety show dominance for IP marketing

As the 'pioneer of light-fat beverages,' Southern Black Sesame Group has been committed to promoting the development and growth of this innovative category, focusing on the consumption experience and upgrade of young white-collar groups. Since Heihei Milk debuted in September 2016, it quickly gained enormous attention through continuous creative marketing, earning labels of internet-famous, entertainment-oriented, and celebrity-endorsed. In 2017, Heihei Milk signed 'National Goddess' Fan Bingbing as its spokesperson, continued to focus on IP marketing, and actively explored innovative IP marketing models. Through the trinity of 'variety show IP + celebrity IP + derivative IP' integrated marketing, it successfully won various marketing awards such as the Great Wall Award, Golden Mouse, and Golden Pupil Award, as well as the No.1 online communication heat index for 2017 variety show title sponsors as evaluated by Weibo's official micro-public opinion, and the No.1 annual sponsorship evaluation for 2017 variety shows as assessed by AdMaster. It also achieved a 15-fold increase in overall sales, becoming a talking point.

In 2018, 'Heihei,' which is light-fat and delicious, inherits the fashion and entertainment genes of 'Heihei Milk.' In addition to continuing Fan Bingbing's brand endorsement, it has established a strategic cooperation with Zhejiang TV in IP marketing, deeply cooperating with the popular variety shows 'Twenty-Four Hours 3' and 'Ace vs Ace 3,' creating uninterrupted screen dominance on Friday night entertainment content.

Gan Cansen, General Manager of the Beverage Division of Southern Black Sesame Group, delivered a speech for the cooperation

'Twenty-Four Hours 3' features a lineup of popular idols including Jimmy Lin, Shawn Yue, Hu Yitian, and Lin Yun, echoing with veteran stars like Jia Ling and Shen Teng in 'Ace vs Ace 3,' providing tremendous support for Heihei Light-Fat Beverage in fan interaction, traffic conversion, and resource co-building, further deepening the brand IP process.

Because Heihei has the genes of fashion, youth, and health, Southern Black Sesame Group stated that it will make continuous deployments in consumer circles, marketing circles, and industry circles around these three factors. In future brand communication, it will also maintain the freshest media methods that can capture the first wave of dividends. It will keep pace with the times and interact with young people using their favorite fan marketing methods and tools.

In recent years, nutrition and health have been the general trend in beverage development. Facts have proven that under the fierce market competition and changing consumption habits in the beverage industry, category innovation is the sustained combat effectiveness of products. Southern Black Sesame Group adheres to the path of innovative development, identifies consumption pain points, and takes the lead in launching the light-fat concept beverage — Heihei Light-Fat Beverage — for young consumer groups. With the brand image accumulated over decades and strong financial support from Southern Black Sesame Group, Heihei Light-Fat Beverage is advancing toward becoming a super single product. It is believed that in the future, Heihei Light-Fat Beverage will create the next blue ocean in the FMCG beverage industry.

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