Introduction: More than a year has passed since Jack Ma proposed the concept of "New Retail." From concept to implementation, the era of New Retail is gradually coming into view. Standing at the threshold of this era, major players across various industries are entering the fray. Traditional FMCG companies are also riding this wave, exploring ways to implement New Retail models. At the same time, traditional distributors are feeling more anxious because of various "new species." Will New Retail inevitably conflict with traditional distribution channels? Southern Black Sesame Group has found its own way. In 2017, the Ali Research Institute officially released the "2017 New Retail Research Report," which identified three key characteristics of New Retail, with the core being "consumer-centric." This means understanding consumer needs. The immense creativity brought by DT technology will approach consumers' inner needs infinitely, and by focusing on consumer needs, we can reconstruct the relationship between people, goods, and places, ultimately achieving a "consumer experience-centric" approach. Understanding consumer needs is the core. So how does Heihei Light-Fat Beverage, under Southern Black Sesame Group, practice New Retail? According to the "2017 Kantar TNS Consumer Trends Report" released by Kantar Retail, consumers have new standards for health. "Eating well" no longer means indulging in rich foods or excessive nutrition, but rather a healthy and scientific diet. Against this New Retail backdrop, Heihei Light-Fat Beverage has followed the trend, using black sesame, oats, black beans and other raw materials in a scientifically balanced formula to provide consumers with high-quality, great-tasting, and light-fat healthy beverages. The implementation of understanding consumer needs is people-centric, meeting the current demand for healthier products. This is Heihei's interpretation and practice in the New Retail era. On the other hand, how does Heihei Light-Fat Beverage innovate the FMCG retail model? "Heihei" has invested hundreds of millions in IP marketing to build a brand traffic pool, using the "2018 Light-Fat Beverage New Year Gift Strategy" to help distributors monetize traffic. At the same time, it is diversifying product formats and opening up all channels to enhance product experience, maximizing terminal sales conversion.

  1. Creating Exclusive IP to Build a Brand Traffic Pool Starting in 2017, Heihei Light-Fat Beverage (Heihei Milk) collaborated with top-tier satellite TV stations, becoming the featured brand for Zhejiang TV's "Dream Voice" and the title sponsor for Jiangsu TV's "Reduce My Life," capturing the attention of countless fans. In the second half of 2017, Heihei Milk continued its investment, prominently sponsoring Shenzhen TV's hit variety show "The Amazing Race 4" and signing "National Goddess" Fan Bingbing. The popular queen even turned "light-fat and light-body" into her catchy catchphrase, making the light-fat beverage a beloved online sensation on screen. In 2017, light-fat beverages reached a climax of national attention. Heihei Milk gained the endorsement of an exclusive light-fat IP label and acquired a large base of traffic. With the momentum continuing, Southern Black Sesame Group launched the new brand Heihei Light-Fat Beverage, "light-fat and delicious," which took over as the title sponsor for Zhejiang TV's IP variety show, the all-star outdoor reality show "24 Hours Season 3." Additionally, it secured the designated product status on another hit Zhejiang TV show, "Ace vs Ace Season 3." It is reported that the new seasons of "24 Hours" and "Ace vs Ace" will both air in the first quarter of 2018 during Zhejiang TV's Friday prime time. Especially "24 Hours Season 3," as a top national variety show during the Spring Festival, it is foreseeable that Heihei Light-Fat Beverage will once again dominate national screens. "Heihei" will also capture massive fan traffic through these two high-rated national variety shows. Online attention will be converted into exclusive IP traffic for "Heihei." At the same time, coinciding with the Spring Festival shopping spree, exclusive online IP traffic will be brought offline, becoming purchasing power. Channel distributors will leverage this wave of traffic and IP dividends.
  2. Empowering Distribution Channels with a New Year Gift Strategy First-class variety show IP and "National Goddess" Fan Bingbing's IP will be strongly associated with Heihei Light-Fat Beverage's IP, empowering offline channels and making Heihei Light-Fat Beverage a "hot item" for Spring Festival gifts. It is reported that Heihei Light-Fat Beverage has cooperated with multiple New Retail platforms to expand New Retail channels, aiming to make Heihei Light-Fat Beverage a new consumption trend in beverages. Following the 2017 Autumn Sugar and Wine Fair, where "Heihei" signed a ten-million-yuan order with the well-known New Retail platform Dianda, Heihei Light-Fat Beverage may also reach strategic cooperation with New Retail platforms such as Zhanghe Tianxia and Zhongshang Huimin. These measures will help Heihei Light-Fat Beverage become a phenomenal hit product. This is Southern Black Sesame Group's strategic move to embrace the internet in the context of New Retail. However, this does not mean that Southern Black Sesame Group will abandon traditional distribution channels. The group insists that traditional distribution channels still hold value; they just need to be upgraded to a "new era," but their value cannot be replaced or ignored. It is reported that to empower offline channels, in addition to gathering massive IP traffic and attention through variety shows, targeting the Spring Festival period, they have also launched a generous distributor stocking incentive policy: distributors who stock Heihei Light-Fat Beverage during the Spring Festival will receive a high rebate ratio. According to industry analysts, the variety show IP "24 Hours Season 3" during the Spring Festival will convert attention into purchasing power, making terminal sales growth almost certain. Given the test of distributors' supply capabilities, it is reasonable for Heihei Light-Fat Beverage to introduce strong distributor incentive policies. Moreover, Heihei Light-Fat Beverage fully understands the diverse consumption needs of consumer groups in multiple scenarios. Specifically for family gatherings during the Spring Festival, "Heihei" has launched a 1L pack to meet the large-pack consumption needs of family use. 1L pack (original flavor) Heihei packaging 1L pack (no added sucrose) Heihei packaging Whether for white-collar workers rushing to work in the morning or staying up late at night, or for festive gatherings and reunions, it is the best choice for a delicious drink without burden. As the pioneer of light-fat beverages, this Spring Festival "Heihei" will be a must-have drink on personal and family tables. Heihei Light-Fat Beverage is now actively seeking distributors. Scan the QR code with WeChat to learn more about the product. -END-