MENGNIU DAIRY(HK:02319) Xin Lang Cai Jing·2025-12-18 08:14Core Insights - The event "Jinwu Kaijia Ba!" organized by Mengniu's milk powder brand "Yourui" successfully showcased the vitality of the elderly community and promoted the national initiatives of "active aging" and "Healthy China" [1][2][12] - The event featured over a hundred offline performances across six provinces, culminating in a high-profile broadcast on CCTV, which highlighted the cultural confidence of the elderly population in China [2][4] Group 1: Event Overview - The event was a collaboration between Mengniu, CCTV, the National Sports Administration, and the All-China Women's Federation, lasting eight months and reaching a wide audience [1] - It aimed to break the limitations of traditional square dancing by providing a high-standard platform for performance, integrating elements of "square dance + intangible cultural heritage" and "square dance + fashion" [2] Group 2: Audience Engagement and Impact - The broadcast on December 11 achieved a peak viewership rating of over 0.80%, surpassing the historical average by 28%, demonstrating strong audience engagement [4] - The event's online presence was significant, with a total view count exceeding 12.72 million and an interaction volume of 450,000 across multiple social media platforms [4][9] Group 3: Recognition and Awards - The event received recognition as a "Outstanding Scene Marketing Case" at the "2025 Annual Outstanding Brand Marketing Conference" by Economic Observer, highlighting its impact and effectiveness [8] - The pre-event promotional efforts included a short video that garnered over 7 million views, contributing to an overall exposure of nearly 1.5 billion throughout the year [9] Group 4: Brand Evolution and Community Engagement - Mengniu Yourui has transitioned from being a provider of nutritional solutions for the elderly to becoming a key contributor to the vibrant lifestyle of the elderly community, emphasizing values of vitality, confidence, and culture [11] - The company has established a joint research center with Sun Yat-sen University to focus on the nutritional needs of the elderly, aiming to enhance health through scientific research and innovation [12] Group 5: Future Directions - Mengniu plans to continue collaborating with various sectors to promote a positive social atmosphere for the elderly, aligning with national goals for elder care and active living [14]