On April 10, Ju Jingyi casually posted a "zhenxiang" (delicious) Weibo, which brought Yinlu into the trending topics. Besides bringing a "terrifying" 150 million reads to the brand, Ju Jingyi's fans directly overwhelmed the brand's Tmall store. The wonderful combination of a national brand and a fresh beauty made countless young people lose their resistance. Young people's affairs are inherently hard to understand, especially for mature brands with a certain history. To do business with the youth, surface-level changes are definitely not enough. -01- Winning the Hearts of the Youth Product Innovation Must Provide Value to Consumers What does Yinlu equal? In the past, if you randomly asked ten people on the street, most would answer peanut milk and eight-treasure porridge. Now, the situation has changed. If you ask ten people now, some will say the brand is quite "trendy." For a long time, Yinlu was hard to associate with adjectives like "trendy" or "individualistic," but since last year, Yinlu has become increasingly "trendy." With the rise of post-95s and post-00s consumer groups, people's demands for beverages are undergoing profound changes. If you analyze the characteristics of Yinlu's recent new products, you'll find that "trendy" is their common trait. 1. Natural Taste, Extraordinary Experience Yinlu's protein drinks are "trendy" in the "dual protein" health trend. The "National Nutrition Plan (2017-2030)" issued by the State Council places the promotion of "animal and plant dual protein" in an important position. According to data from Qianzhan.com, by 2020, the plant protein beverage market is expected to reach 258.3 billion yuan, accounting for about 24.2% of the total beverage industry market size. To cater to this trend, Yinlu has made in-depth arrangements. The newly launched Qiyu Miaoxiang series is a comprehensive upgrade based on a full understanding of consumers' balanced nutrition needs and taste trends, creatively introducing matcha, dark chocolate, and other fashionable flavors, exploring new value directions for dual protein drinks. The new packaging style attempts to tell a fresh and natural story, gently leading young people to explore adventures and experience the extraordinary. 2. "Zhen" Nourishes You "Zhenyang Porridge" is "trendy" in its return to traditional food culture and leading a new generation of health culture. China's "porridge culture" has a long history. In recent years, popular costume court dramas have boosted traditional food health culture. Yinlu Zhenyang Porridge draws driving force from traditional recipes passed down for thousands of years. Its nourishing series includes black sugar chestnut longan porridge and black sugar red date goji porridge; its clearing series includes rock sugar almond white fungus porridge and rock sugar osmanthus water chestnut porridge, instantly transforming the impression of eight-treasure porridge into the first choice for young people's "punk health" regimen. In addition, it is reported that Yinlu has also launched "family desserts," aiming to create a new concept of a portable sweet soup workshop, providing consumers with familiar desserts such as red bean soup and white fungus soup. 3. Serving Tea, and More "Drinks" The "trendiness" of "Shanyun Chahua," just launched to the market, lies in a new understanding of Chinese tea culture. For a long time, the tea beverage market has been plagued by category aging, concept homogenization, and price erosion. "Shanyun Chahua" takes a differentiated route by combining with famous teas, pioneering the ready-to-drink famous tea category. The first launches include Lapsang Souchong, Dahongpao, and Four Seasons Spring, giving countless young people a new understanding of Chinese famous teas through Yinlu's ingenious fashionable expression. "Shiqu Caotang" focuses on plant-based beverages, launching three products to relieve heat and quench thirst: chrysanthemum plant drink, monk fruit drink, and bamboo cane and cogongrass drink, and uses the concept of "plant-based youth" to communicate deeply with consumers. In a word, Yinlu's "trendiness" is based on deep consumer insights and bold innovation to create value for consumers. -02- To Move Them, First Become Them Brand rejuvenation must be systematic. If a brand cannot continuously create new experiences for consumers in all aspects, it will be quickly washed ashore by the rising waves of newcomers. In recent years, new domestic products that incorporate traditional Chinese cultural elements have always stood out as "blockbusters." They not only turned around their market share but also became "traffic leaders" in their respective fields. Yinlu naturally will not miss such market opportunities. In the dialogue with the target group, a comprehensive renewal of the brand's appearance, core, and communication is the core element to win hearts. In this regard, Yinlu has a three-step approach: 1. Step One: Modernizing the Core In terms of brand core, Yinlu has not rested on its laurels but continuously injects new cultural connotations into the brand. Now, Yinlu not only represents product categories but also a healthy eating culture that advocates nature and authenticity. Many people think that healthy eating culture is a bit bland, but Yinlu, through modern expression, makes more young people start to pay attention to the deliciousness and vitality of natural nutrition. In this regard, Yinlu has set a good example for the industry. 2. Step Two: Rejuvenating the Appearance Appearance is justice. Products with eye-catching appearances can directly stimulate young consumers' purchase desire. In product packaging, taking Shanyun Chahua as an example, Yinlu changed its past design style, using artistic ink wash landscapes with distant imagery in the design of family products, making the appearance extremely appealing. Whether it's the bottle shape, font, or graphic design, it has a strong ancient style without losing a sense of fashion, bringing consumers into the artistic conception of Chinese tea. In this ingenious way, Yinlu is about to attract a large number of ancient-style fans. 3. Step Three: Deepening Communication Partnering with popular idols Chen Feiyu and Ju Jingyi, deeply cooperating with the hit costume drama "The Story of Minglan," and crossing over with traditional Chinese culture, Yinlu never misses any trend. Yinlu cooperated with the Summer Palace to launch a Zhenyang Porridge New Year gift box, which is refreshing. The gift box incorporates many elements of the Summer Palace landscape, beautiful, fashionable, and full of national trend. Youth is not just resonance, but also responsibility. At the critical moment of national epidemic prevention and control, Yinlu, together with young people, expressed great love with practical actions. As of now, the total number of donated products and materials is nearly 60,000 items. After the three steps, Yinlu, gradually entering a better state, has attracted countless fans and planted seeds at an astonishing speed. At the beginning of the year, new CEO Sun Yinong took over. With his appointment, Yinlu's innovation speed has significantly accelerated, no longer cautious but carrying out bold disruptive innovation. The 35-year-old national brand Yinlu is radiating new vitality. Tips will be paid 400-2000 yuan once adopted.