3 6 Ke·2025-09-28 13:20Core Insights - The article discusses how major brands, particularly Yili, are adapting to consumer behavior by embracing the concept of "搭子" (partner) marketing, which emphasizes simplicity and convenience in purchasing decisions [3][5][19] Group 1: Consumer Behavior and Marketing Strategy - Consumers are increasingly rejecting complexity and are more inclined to choose "fail-proof" options, leading brands to rethink their marketing strategies [3][4] - Yili has positioned itself as a complementary product to mooncakes, rather than competing directly for attention, by partnering with JD.com to integrate milk into the purchasing process [5][8] - The collaboration allows consumers to easily add milk to their cart while purchasing mooncakes, enhancing the shopping experience without overwhelming them with choices [5][10] Group 2: Event Marketing and Brand Positioning - The Mid-Autumn Festival is traditionally associated with mooncakes, but Yili's strategy focuses on being a "搭子" that complements the main product, thus creating a unique market position [4][8] - Yili's marketing approach during the festival includes a "maximum tenfold free order" promotion, which not only incentivizes purchases but also reinforces the idea of milk as a staple item during the holiday [10][14] - The partnership with JD.com has evolved through three key events: Spring Festival, the college entrance examination, and Mid-Autumn Festival, showcasing a systematic approach to marketing that builds on previous successes [14][16] Group 3: Long-term Strategy and Brand Evolution - Yili's marketing strategy reflects a long-term vision, focusing on gradual brand integration into consumers' daily lives rather than seeking immediate attention through flashy campaigns [17][19] - The brand's ability to adapt to different cultural moments and consumer sentiments demonstrates its strategic depth and commitment to maintaining relevance in a competitive market [18][19] - This approach signifies a shift in the dairy industry, where brands are moving away from traditional competition for shelf space to embedding themselves into consumers' everyday choices [18][19]