Mengniu slow-burning R standard is effective Slow-burning PLUS is coming soon

From October 14th, 2018, Mengniu slow-burning trademark was applied for registration in the State Trademark Office and has been examined and approved by the Trademark Office. It has become a registered trademark and is protected by law. Any enterprise or individual may not use it without the official permission or authorization of Mengniu Slow Burning, otherwise it will bear the tort liability. The successful registration of the R target is not only a sign that Mengniu slow-burning as a well-known brand is maturing, but also an important guarantee for the slow-burning brand to protect the rights of consumers and agents. On this basis, Slow Burning will continue to add traceback source code, give each piece of slow-burning products a unique two-dimensional code, establish a system traceable from production, shipping and storage of various chains, and eliminate the price from the root.

For illegal businesses that sell unscheduled products on Taobao and other platforms, Mengniu Slow-burning Operation Center Beijing Preferred Qiantong Technology Co., Ltd. officially issued a statement on December 7th, urging illegal traders to Businesses that stop their infringement within one working day and who do not stop the infringement will bear legal responsibility and compensate for relevant economic losses. Those who intend to continue to sell slow-burning merchants on Taobao must apply to the preferred Qiantong, obtain corresponding authorization, and accept price control.

From October 14, 2018, Mengniu’s slow-burning trademark was registered with the National Trademark Office and has been approved. The Trademark Office reviewed and approved it and became a registered trademark, which was protected by law. Any enterprise or individual may not use it without the official permission or authorization of Mengniu Slow Burning, otherwise it will bear the tort liability. The successful registration of the R target is not only a sign that Mengniu slow-burning as a well-known brand is maturing, but also an important guarantee for the slow-burning brand to protect the rights of consumers and agents. On this basis, Slow Burning will continue to add traceback source code, give each piece of slow-burning products a unique two-dimensional code, establish a system traceable from production, shipping and storage of various chains, and eliminate the price from the root.

For illegal businesses that sell unscheduled products on Taobao and other platforms, Mengniu Slow-burning Operation Center Beijing Preferred Qiantong Technology Co., Ltd. officially issued a statement on December 7th, urging illegal traders to Businesses that stop their infringement within one working day and who do not stop the infringement will bear legal responsibility and compensate for relevant economic losses. Those who intend to continue to sell slow-burning merchants on Taobao must apply to the preferred Qiantong, obtain corresponding authorization, and accept price control.

Since its launch in January 2018, Mengniu has developed rapidly and has a constant topic. As Mengniu enters the new retail channel and the benchmark of the big health market, the slow-burning fiber milkshake milk adopts the novel “lightweight formula”, which focuses on the high-end market such as big health and beauty industry, and locks in the consumption scenes such as overtime, fitness and social. Mengniu’s brand effect combined with the channel advantages of new retailing makes it easy to achieve hundreds of millions of sales. While harvesting the emerging social e-commerce dividend, Mengniu’s slow-burning operations are also facing many challenges from new channels.

It is reported that as a rapidly popular net red milkshake, in April and May of 2018, due to the concentrated outbreak of demand in the slow-burning market, the factory’s production capacity was insufficient, and slow burning had been out of stock. Mengniu then urgently invested in a new production line to increase shipments and solved the problem of insufficient supply of products as soon as possible. The uncoordinated supply and demand experienced by slow burning illustrates the vitality of emerging channels and the supply chain changes that traditional enterprises may face when promoting new retail transformation.

In order to meet the diversified needs of consumers, Mengniu has a series of innovative layouts in the field of weight management. . On December 6th, at the 2019 Mengniu Group 20th Anniversary Customer Conference held at the Xiamen International Convention and Exhibition Center, the debut of the slow-burning plus caused a sensation. The packaging design of slow-burning plus is obviously different from ordinary dairy products, which makes people’s eyes shine brightly. The light purple light strips look high-end fashion, fully demonstrating the brand concept of slow burning & consumption upgrade.

According to senior officials of Mengniu, Slow Burning plans to launch 4-6 slow-burning series of new products in 2019, including slow-burning plus products with 31% CLA content. Slow-burning adds two flavors of coconut and pineapple based on the original blueberry flavor. The second slow-burning new product will be presented in the form of protein powder, with the addition of conjugated linoleic acid (CLA) and medium-chain triglycerides (MCT) to help consumers release their energy slowly while achieving better satiety. A package of weight management, the product is scheduled to be available in the first quarter of 2019. Slow burning also has a new product that will achieve innovative breakthroughs in the form of tablets. It is a new type of slow-burning fat-burning film, which is expected to be launched in the second quarter of 2019. Other new products include polymeric meal replacement bars with added CLA and dietary fiber, and bulletproof coffee using the principle of ketogenic weight loss. Slow burning will gradually achieve full coverage in the weight management sector through a richer product portfolio, and sales will steadily increase several times.

Looking back on 2018, under the opportunities and challenges of the new retail, Mengniu slow-burning fiber milkshake milk has become a force in the weight management market in 2018 with the power of innovation, production and operation. A dark horse has also attracted the attention of many financial and venture capital institutions. Since the spring of 2018, Mengniu Dairy (02319.HK) stock has been on the rise. According to Mengniu Zhongbao, as Mengniu’s emerging product in the fast-moving brand to take the lead in testing the social retail model, the sales of slow-burning fiber milkshakes are particularly outstanding in the sales of Mengniu, which has become the fastest growing in Mengniu’s history. Single item. Slow burning has formed a demonstration effect. Mengniu launched another social retail channel product in September. After the condensed collagen peptide crystal, the stock price rose by 3.12%, and the latest total market value was 96.224 billion Hong Kong dollars.

Mengniu’s “World Quality Link” social retail model has resulted in a series of awards for slow burning. In March 2018, at the 12th Inner Mongolia Dairy Expo and Summit Forum, Slow Burning won the first weight management milk innovation award; in October, the 12th China Golden Eagle TV Art Festival and the first social e-commerce held in Changsha, Hunan At the Entrepreneur Awards Ceremony, the slow-fired “Outstanding Team Award” was held at the People’s Daily in November. “Yilu has won the CSR Pioneer Forum on the CSR Pioneer Forum. At the end of 2018, Slow Burning invested heavily in TV commercials on Jiangsu Satellite TV and Inner Mongolia Satellite TV. The Mengniu slow-burning and 2018 social e-commerce startup jointly sponsored by the China Television Artists Association Micro Video Professional Committee and Mango Dawei颂Achieve strategic cooperation, actively participate in the discussion of China’s social e-commerce brand independent development and collaborative innovation, showcase the new era of excellent social e-commerce entrepreneurs, and lead the industry with ingenuity; in addition, Mengniu slow-fired also sponsored the first The 4th Weishang Spring Festival Gala, together with 200 industry outstanding brands and teams, enhanced brand endorsement and further expanded the influence of slow-burning brands.

Mengniu is slowly striving to build the first brand of weight management, and to help the agents at all levels to develop a healthy market of 10 billion yuan. In 2019, there will be hundreds of millions of funds for advertising, and Mengniu will slow down. Formed a senior management team with rich communication and new retail experience. Senior media person Xu Zhiwei is the CEO of Mengniu Slow Combustion Project, responsible for the market total gymnastics plate of slow-burning plus series products, while Xia Qing, Heng Jian, Zhang Bin, Duan Zhiming and Wang Mengmeng jointly served as the CEO of Mengniu Slow Combustion Project. According to Yao Hongjun, the founder of Mengniu Slow-burning Project, Mengniu’s slow-burning operation executive team has been heavily selected and accepted more than a year of practical tests. All of them are young and young after 85, “They have completed the billion market. The layout will move toward higher goals in 2019.

According to Xu Zhiwei, CEO of Mengniu Slow Burning, Mengniu Slow Burning Plus New Product Launch Conference and Slow Burning Senior Partner Summit will be held in January 2019, when Slow Burn Plus and its star partners will be officially Debut, slow-burning 2019 investment policy will also be officially released.



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