--- title: "New Marketing Thinking in the New Retail Era: Heihei Light-Fat Drink Kicks Off the 2018 Spring Festival Sales Battle!" description: "The concept of 'New Retail' was hot in 2017, with internet giants laying out offline retail stores as a mainstream trend, while traditional food and beverage companies also explored their own 'New Retail' paths. 'New Retail' combines the diversity of online purchasing with the advantages of scenario-based experience and instant gratification of offline consumption, with efficiency as its core to reduce customer acquisition costs. 2017 was a year for traditional food companies to explore New Retail, and 2018 may be the first year of explosive New Retail layout. The significance of New Retail layout for traditional food and beverage companies lies in efficiency first..." author: "New Distribution" publisher: "New Distribution" email: "zhaobo258@gmail.com" telephone: "+8615854817671" published: "2018-01-18" language: "en" canonical: "https://xinjignxiao.com/en/articles/new-marketing-thinking-in-the-new-retail-era-heihei-light-fat-drink-kick-a07cda88/" markdown: "https://xinjignxiao.com/en/articles/new-marketing-thinking-in-the-new-retail-era-heihei-light-fat-drink-kick-a07cda88.md" original_source: "https://mp.weixin.qq.com/s/BklB4GoQpMWdlIJeHItVFA" translation: "https://xinjignxiao.com/zh/articles/%E6%96%B0%E9%9B%B6%E5%94%AE%E6%97%B6%E4%BB%A3%E4%B8%8B%E8%90%A5%E9%94%80%E6%96%B0%E6%80%9D%E7%BB%B4-%E9%BB%91%E9%BB%91%E8%BD%BB%E8%84%82%E9%A5%AE%E5%93%81%E6%89%93%E5%93%8D2018%E6%96%B0%E6%98%A5%E9%94%80%E5%94%AE%E6%88%98-a07cda88.md" attribution: "New Distribution — https://xinjignxiao.com/en/articles/new-marketing-thinking-in-the-new-retail-era-heihei-light-fat-drink-kick-a07cda88/" usage_policy: "https://xinjignxiao.com/ai-policy.txt" --- # New Marketing Thinking in the New Retail Era: Heihei Light-Fat Drink Kicks Off the 2018 Spring Festival Sales Battle! > The concept of 'New Retail' was hot in 2017, with internet giants laying out offline retail stores as a mainstream trend, while traditional food and beverage companies also explored their own 'New Retail' paths. 'New Retail' combines the diversity of online purchasing with the advantages of scenario-based experience and instant gratification of offline consumption, with efficiency as its core to reduce customer acquisition costs. 2017 was a year for traditional food companies to explore New Retail, and 2018 may be the first year of explosive New Retail layout. The significance of New Retail layout for traditional food and beverage companies lies in efficiency first... The concept of 'New Retail' was hot in 2017, with internet giants laying out offline retail stores as a mainstream trend, while traditional food and beverage companies also explored their own 'New Retail' paths. 'New Retail' combines the diversity of online purchasing with the advantages of scenario-based experience and instant gratification of offline consumption, with efficiency as its core to reduce customer acquisition costs. 2017 was a year for traditional food companies to explore New Retail, and 2018 may be the first year of explosive New Retail layout. The significance of New Retail layout for traditional food and beverage companies lies in efficiency first: pursuing efficiency in finding users, mining demand, and satisfying instant consumption, while reducing customer acquisition costs. IP marketing is a phenomenal marketing tool in the fragmented era that prioritizes efficiency, leveraging quality content and celebrities to aggregate tagged fan groups. Brands greatly improve the efficiency of finding users and educating categories through IP marketing, supplemented by unmanned sales terminals to enhance the efficiency of instant consumption satisfaction. IP has become a phenomenal efficiency marketing tool in the past two years. Strong IP Escorts 'Light-Fat Drink', Heihei Milk Easily Plays IP Marketing When it comes to IP marketing in 2017, light-fat drinks are an unavoidable topic. As a practitioner of IP marketing in China, light-fat drink Heihei Milk partnered with Zhejiang TV's 'Dream of Sound' in 2016, and in the first half of 2017 sponsored Jiangsu TV's 'Lose My Life', attracting countless fans' attention. In the second half of 2017, it high-profile sponsored Shenzhen TV's ace variety show 'The Amazing Race 4', successfully signing 'National Goddess' Fan Bingbing. With the dual support of the 'The Amazing Race 4' variety IP and Fan Bingbing's celebrity IP, Heihei Milk became one of the most talked-about star products in 2017, with reports of 'out of stock' from multiple channels, and overall product sales increased about 10 times within two weeks of the show's broadcast, creating an industry benchmark for IP marketing boosting sales. Light-fat drinks, as a brand-new beverage category, received widespread acclaim upon launch. Its 'healthy diet' category concept aligns with the trend of consumption upgrade, and 'light-fat and light-body' coincides with the needs of modern urban white-collar workers to shape a healthy and light body, making light-fat drinks a popular internet-famous product and ushering in a national craze. Heavy Launch of New Product 'Heihei', Distributors Enjoy IP Marketing Dividends Following the positive reception of 'Light-Fat Drink Heihei Milk', Southern Black Sesame Group announced the launch of a new brand 'Heihei' with the slogan 'light-fat and tasty'. During the 2018 Spring Festival, Heihei light-fat drink will use IP marketing to create three-dimensional communication, further helping distributors to ignite the consumer market during the peak season. In 2018, Heihei light-fat drink continues to increase IP resource investment, with Zhejiang TV's top 'double variety shows' coming together, fully unleashing IP marketing. It has been confirmed to sponsor Zhejiang TV's Friday prime-time variety show 'Twenty-Four Hours 3', and has won the designated product status for another ace variety show 'Ace vs Ace 3'. It is foreseeable that Heihei light-fat drink will once again dominate national screens, deeply cultivate the target market, and convey brand value. Among them, 'frozen-age male god' Jimmy Lin, 'Hong Kong trendy man' Shawn Yue, 'handsome fresh meat' Bai Jingting, 'national first love' Hu Yitian, 'Mermaid' Lin Yun and other popular stars will strongly join 'Twenty-Four Hours 3', about to embark on a thrilling adventure. During the broadcast of 'Twenty-Four Hours 3', Heihei light-fat drink will join hands with Zhejiang TV to launch a themed marketing campaign of 'Send blessings without gaining weight, 24-hour New Year gifts never stop'. And TFBOYS member Wang Yuan, comedian Shen Teng and others will also appear in 'Ace vs Ace 3'. With a gathering of top domestic celebrities, the star-studded lineup is truly eye-catching. With the addition of many idol stars, the variety show momentum and celebrity momentum will surely ignite terminal sales performance, making Heihei light-fat drink a 'hot item' for Spring Festival New Year goods. Embracing New Retail, Heihei Light-Fat Drink May Become a 'Hot' New Year Product Entering 2018, with the Spring Festival approaching, the annual Spring Festival consumption peak season is about to begin, and major brands are going all out to win a good start for 2018. In welcoming the spring peak season, Heihei light-fat drink has also made sufficient preparations. During the Spring Festival, in addition to enjoying the huge traffic dividends brought by the country's top variety shows, distributors will also receive various promotional materials and peripheral gifts from Heihei light-fat drink, allowing distributors to create multiple scenarios for terminal promotions, achieve online-offline integration, convert show fans into product fans, convert traffic into sales, and let contracted distributors enjoy higher sales support, achieving best-selling terminal products and maximizing marketing dividends. According to insiders, at the '15th China Marketing Ceremony and China Enterprise Marketing Innovation Award Ceremony' summit, Heihei light-fat drink may reach strategic cooperation with new retail platforms such as Zhanghetianxia and Zhongshang Huimin. At the same time, it will also introduce a heavy distributor Spring Festival New Year incentive policy: distributors who purchase Heihei light-fat drink during the Spring Festival will also receive a high rebate ratio. Good Marketing, Product Also Impressive Heihei light-fat drink starts from market demand, deeply explores consumer needs, and strictly controls product quality, which has brought sustained terminal popularity. The low-fat and healthy proposition of Heihei light-fat drink comes from grasping market trends: according to data released by the World Health Organization at the end of 2016, the number of overweight people in China has exceeded 400 million, ranking first globally; in addition, the proportion of sub-healthy urban white-collar workers in China is as high as 76%. Unhealthy eating habits and lack of exercise not only affect body shape but also greatly threaten health. There is no doubt that how to adjust dietary balance to shape a healthy and light body has attracted more and more consumer attention, and Heihei light-fat drink was born to solve this problem. Heihei light-fat drink is scientifically formulated with three raw materials: black sesame, oats, and black beans, and adds other beneficial light-fat ingredients, forming a unique light-fat formula that effectively promotes fat reduction; and the fat content of Heihei light-fat drink meets the national low-fat standard, hence the birth of 'light-fat drink', aiming to advocate a low-fat and healthy lifestyle and create a light and healthy body state. Communication boost, brand endorsement, channel support... Multiple advantages help Heihei light-fat drink become a phenomenal hit, and light-fat drinks may become the next category trend in the beverage market. In 2018, channel partners should seize the opportunity to capture the category market dividends and welcome the new era of 100 billion light-fat drinks! Heihei Light-Fat Drink is now hot recruiting distributors Scan the WeChat QR code to learn more about the product -END- --- ## Copyright and AI use This article is sourced from New Distribution. Search, quotation, summarization, and model training are permitted, but every use must credit New Distribution and retain the canonical source URL. Contact: zhaobo258@gmail.com · +86 158 5481 7671