Jinlongyu: breakthrough of core value, successful accomplishment of competition overcoming

When Jinlongyu was launching its soybean milk products, the promotion of other products in same category were focusing on nutrition and health. To create the attractive difference, starting from the product category insight, consumer insight, and brand qualification testing, GEOPOE’s team created a conception revealing Jinlongyu soybean milk’s core value of “truth, original taste, and quality”. Next, through exploring Jinlongyu’s own advantages, raw material and mouthfeel --- 100% non-GMO soybeans from northeast China, which was natural and nutritive, in smooth mouthfeel, mellow and thick taste, and fragrant flavor --- an ideal promotional slogan was obtained: original pulp of soybeans from northeast China, concentrated, thick, pure, and flavorful. The next promotion measures laid emphasis on the brand positioning of northeastern soybean original pulp, the core value of truth, original taste, and quality, and the brand personality of nature and health. After a series of brand image and product package image design, as well as spread, planning, and execution, a favorable market response was received. On the national investment attraction conference of Jinlongyu Soybean Milk, the on-site agreement signing rate was as high as 98%, which enabled Jinlongyu Soybean Milk to become another star product in Yihai Kerry Group.