MENGNIU DAIRY(HK:02319) Qi Lu Wan Bao·2025-12-26 10:08Core Viewpoint - The event "Jinwu Kaijia Ba!" organized by Mengniu's milk powder brand "Yourui" successfully showcased the vitality of the elderly community, promoting the national strategy of "active aging" and "Healthy China" through a large-scale cultural and sports event broadcasted on CCTV [1][2]. Group 1: Event Overview - The event was a collaboration between Mengniu, CCTV, the National Sports Administration, and the All-China Women's Federation, spanning six provinces over eight months [1]. - It aimed to break the limitations of traditional square dancing by providing a high-standard platform for performance, integrating elements like "square dance + intangible cultural heritage" [2]. Group 2: Audience Engagement and Impact - The total performance aired on CCTV-3 achieved a peak viewership rating of over 0.80%, surpassing the historical average by 28% [4]. - The event's online presence was significant, with a total playback exceeding 12.72 million and an interaction volume of 450,000 across major social media platforms [4][7]. Group 3: Brand Recognition and Community Empowerment - The event was recognized as an outstanding case in brand marketing, winning the "Annual Outstanding Scene Marketing Case" award from Economic Observer [9]. - Mengniu's Yourui brand transitioned from being a provider of nutritional solutions for the elderly to a key contributor to the vibrant lifestyle of the elderly community, emphasizing values like vitality, confidence, and community [11]. Group 4: Research and Product Development - Mengniu established a joint research center with Sun Yat-sen University to focus on nutrition and health for the elderly, aiming to improve their health through scientific research and innovation [13]. - The brand launched a scientifically formulated product "Yourui Bone Strength Gold" targeting health needs related to bones, joints, and muscles, which received multiple awards for its innovative approach [15]. Group 5: Future Vision - The event's conclusion marks the beginning of a broader movement towards redefining social values for the elderly, with Mengniu committed to fostering a supportive environment for the elderly through nutrition and cultural engagement [16].