Project background:
Feihe was founded in 1962 and started from Qiqihar, the hometown of Red Crowned Crane. It is one of the earliest milk powder enterprises in China. In November 2019, China Feihe Hong Kong listed, becoming the largest dairy company in the history of the Hong Kong Stock Exchange. For 60 years, Feihe has been focusing on the research of Chinese baby's physique and breast milk nutrition, leading the industry to create a variety of technologies, formulas and processes to improve the adaptability of milk powder to Chinese baby's physique. It is Feihe Dairy's unremitting pursuit to create "fresher and more suitable" high-quality milk powder.

User strategy:
The "2021 Tmall International Maternal and Child Market Trend Report" pointed out that due to the continuous decline in the birth rate of newborns, the main demand for the maternal and child market has continued from infants to children aged 3-6. As the baby grows older, the demand for "let the baby get more nutrition and improve immunity" continues to increase. 3-6 years old is called the golden period of children's growth and development. The rapid development speed promotes children's metabolism to be more vigorous. At the same time, myopia, growth pain, low immunity and other growth pain points are also accompanied. Baoma are very cautious about children's nutrition, health and food safety. The brand is sticky and will continue to consume the same brand, which also improves users' acceptance of 4-stage milk powder.

Brand strategy:
The brand name "Zhuoran" comes from "Shuowen"-Zhuo, which describes the appearance of plants in their infancy. However, on behalf of the meaning of shining, on this basis, the four sections of milk powder are named Zhuo Hu, Xue Hu, Zhuang Hu and Bei Hu respectively, showing the value differences that parents of children of different ages are concerned about. The selling point of the product highlights the three major nutritional elements, and the rational value of the product and the perceptual value of the user are combined to extract the three major protective forces of "3-Plus Nutrition Group" Plus Nutrition, highlighting scientific nutrition supplements, so that children can thrive naturally.


Product Strategy:
The super symbol of Zhuoran brand uses "sunflower" as a visual hammer to interpret and convey to the public the brand concept of "caring for the healthy growth of Chinese babies" and the original intention of "guarding Chinese babies with heart". At the same time, children are also the flowers of the motherland. Sunflowers grow against the sun and represent hope and beauty. In the packaging design, we will "sunflower" elements to enlarge the presentation, the formation of visual impact, strengthen the super symbol to form the user's memory, at the same time with the competitors to form a shelf.

1. In order to better promote products accurately, Rococo team has formulated an exclusive marketing strategy plan for brand selling points to help Feihe realize the process from cognition-identification-habit-purchase-dissemination.

2. The marketing side strengthens the content of lactoferrin, improves the efficacy of children's immunity, and maintains a consistent expression in all the contents of external output.

3, Rococo team also assisted customers to complete the outstanding advertising video shooting, the core through the sunflower elements, through the brand symbol, packaging system, sales system and other dimensions to strengthen this visual symbol, the formation of user memory.

4, clear positioning, accurate expression quickly attract the attention of young mothers. According to data from the 2020 Double Eleven Tmall milk powder sales list, Feihe set a record for first sales, with the strong children's formula being the primary contributor.