---
title: "Real Cow Farm in a Shopping Mall? A Quality Experience to Better Understand Dairy Marketing"
description: "As the dairy industry expands, consumers are increasingly concerned about product quality. This early summer, QQ Star used a themed event to show that verbal claims are outdated, and experiential quality marketing is accelerating."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2017-06-11"
language: "en"
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# Real Cow Farm in a Shopping Mall? A Quality Experience to Better Understand Dairy Marketing

> As the dairy industry expands, consumers are increasingly concerned about product quality. This early summer, QQ Star used a themed event to show that verbal claims are outdated, and experiential quality marketing is accelerating.

**Introduction:**
As the market develops, the dairy industry is also expanding rapidly, with more brands, manufacturers, and products dazzling consumers. But is the quality of products really as advertised by the monotonous slogans? This early summer, QQ Star used a themed event to tell consumers: **Marketing based on empty claims is over; visible and tangible 'experiential quality marketing' is accelerating.**

**Key Missing in Brand Marketing: Consumers Care Most About Product Quality**
The food industry is closely connected to everyone's life. While taste matters, **consumers value product quality even more.** Among all, consumers are most stringent about children's food products. However, looking at the current marketing landscape in the food industry, although major children's food brands mention "quality" in their ads, how to implement it in reality is a headache for all promoters.

On this year's Children's Day, major food brands played their cards: McDonald's held a large parent-child garden party at Shijiazhuang Botanical Garden, promoting family games and parent-child interaction, encouraging more loving moments and communication between parents and children.

KFC also launched a themed event during Children's Day, guiding children to assemble Transformers from waste cardboard boxes, conveying the concept of "turning waste into treasure."

Coca-Cola chose to enter schools to conduct safety education and drills for students...

It can be seen that major brands held various children-related activities on Children's Day, many of which were meaningful. However, in terms of marketing, **businesses did not organically combine their core advantages and the core concern of consumers—product quality—with the activities to achieve the best marketing effect.**

**Experiential Marketing: Quality First**
To make a breakthrough in this marketing environment, it is necessary to leverage advantages to create activities. How to do it is the question for businesses. Also on Children's Day, a business finally took this innovative step.

Yili QQ Star has been dedicated to children's liquid milk for years, and its children's growth milk and children's milk are loved by consumers. This Children's Day, **to let consumers better understand its high-quality milk source advantages, QQ Star brought a real cow farm into the city,** successfully holding a 4-day "QQ Star City Pasture Themed Event" at Beijing Fengtai Wanda Plaza.

The event perfectly recreated key elements of the brand's pasture, including Holstein cows, natural water, and alfalfa grass. It also invited senior editors from "Natural History Magazine" to conduct interesting interactive Q&A with children at the event. The "City Pasture," balancing fun and interaction, carried the banner of "experiential quality marketing," opening new ideas for dairy marketing that had been seeking breakthroughs.

Nowadays, when promoting, dairy and even the entire food industry often adopt slogan-like methods, such as celebrity endorsements and ad bombardment. Some other brands used "celebrity endorsement + QR code sweepstakes" for Children's Day marketing. While such methods can quickly boost visibility, for consumers, this marketing model still falls into the trap of "empty claims." Ten thousand slogans are not as good as one real contact. It can be imagined that QQ Star's success will bring new changes to the entire dairy marketing.

**Experiential Marketing May Be the "Cure" for Food Industry Marketing**
During these 4 days, over 20,000 people participated in QQ Star's "City Pasture" themed event. Both parents and children gained a new and clear understanding of dairy products, and naturally, their favorability towards QQ Star increased.

Moreover, this event distinguished QQ Star from the many children's liquid milk brands on the market. In consumers' perception, QQ Star is no longer just one of many similar slogans; its image has become three-dimensional, representing real Holstein cows, scientific feeding, and production and filling.

Finally, with both brand favorability and brand value increasing, QQ Star adopted a method of on-site guidance plus terminal promotion, linking with Wanda's Yonghui Supermarket to boost sales on-site.

Looking at the entire marketing activity, QQ Star successfully created a **virtuous cycle of "activity enhances favorability → favorability converts to purchasing power → quality products further increase brand praise,"** which should be the correct approach for food industry marketing.

QQ Star's success this time, besides the excellent product itself, relies more on years of focus on children's liquid milk, thus having an accurate grasp of consumer psychology—modern parents are under work pressure, and children are often left without company. Coinciding with Children's Day, a themed event closely linked children, parents, and the brand, naturally satisfying all three parties.

This time, QQ Star pioneered **"experiential quality marketing" in the food industry** with the "City Pasture Themed Event." For businesses, it offers an opportunity to showcase core advantages, and for consumers, it allows a more realistic and objective understanding of the product. This new marketing model is a win-win for both businesses and individuals. It is foreseeable that "experiential quality marketing" will refresh the marketing landscape of the food industry.

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