Core Viewpoint - Inner Mongolia Yili Industrial Group Co., Ltd. has been recognized as one of the "Inner Mongolia Time-honored Brands," reflecting its commitment to the dairy industry and its significant impact on the global dairy market [1][3]. Group 1: Company Background and Achievements - Yili has a history of over 60 years, starting from a cooperative of seven dairy farmers in Hohhot in 1956, and has grown to become one of the top five dairy companies globally and the leading dairy company in Asia [1][3]. - The company has maintained a rigorous selection of milk sources and a commitment to quality craftsmanship, which has solidified its brand reputation and industry influence [1][3]. Group 2: Innovation and Global Strategy - Yili has established a global resource, innovation, and market system, collaborating with over 2,000 partners across 39 countries and regions, and has set up 15 R&D innovation centers and 81 production bases [3]. - By the end of December 2025, Yili aims to rank second in global patent applications and first in China within the dairy industry, positioning itself as a leader in dairy innovation [3]. Group 3: Product and Quality Control Innovations - Yili has partnered with top international organizations like SGS and LRQA to create a comprehensive quality control system, achieving a 100% market inspection pass rate for several consecutive years [3]. - The company has developed products that cater to diverse consumer needs, such as lactose-free milk and leading products in the yogurt and organic milk segments, ensuring a balanced and robust product line [3]. Group 4: Social Responsibility and Local Impact - Yili emphasizes its social responsibility by supporting local agriculture and contributing to rural revitalization, enhancing the quality of the dairy industry and helping farmers increase their income [5]. - The company plays a pivotal role in upgrading local industries and fostering a sustainable development ecosystem, which benefits both the dairy sector and the local economy [5]. Group 5: Future Outlook - Yili is committed to maintaining its roots in Hohhot while pursuing global innovation and quality, aiming to lead the dairy industry towards high-end, intelligent, and green upgrades [5].

Core Viewpoint - The article critiques the trend of brands using horse-themed puns and celebrity endorsements during the Year of the Horse, suggesting that this approach lacks creativity and depth, ultimately leading to consumer fatigue and diminishing returns for brand equity [5][12][20]. Marketing Strategy Analysis - The marketing strategy of using horse-related celebrities is seen as a formulaic approach driven by commercial logic rather than genuine creativity, making it easily replicable and less impactful [6][10]. - Initial campaigns featuring celebrities like Ma Sichun and Ma Yili generated positive responses due to their novelty, but subsequent imitations led to a significant decline in effectiveness [8][12]. - Brands like Tmall Health and Mengniu are criticized for failing to create meaningful connections between their products and the celebrity endorsements, resulting in superficial advertising that lacks substance [10][12]. Emotional Engagement - The article contrasts the shallow emotional engagement of the horse-themed ads with the deeper storytelling found in Apple's annual Chinese New Year short films, which resonate with audiences on a personal level [13][18]. - Apple's approach focuses on authentic emotional expression rather than gimmicky marketing tactics, allowing for a more profound connection with consumers [18][20]. Long-term Brand Value - The article emphasizes the importance of creating sustainable brand narratives that can endure over time, rather than relying on fleeting trends or gimmicks [21]. - It argues that the true challenge in the AI-driven advertising landscape is to maintain authenticity and depth in storytelling, which cannot be easily replicated by technology [20][21].

Core Insights - The marketing strategies for the Year of the Horse are gaining momentum, with a significant increase in related product launches and sales on e-commerce platforms, indicating strong consumer demand [1] - Brands are leveraging various marketing techniques such as puns, collaborations, and storytelling to transform cultural symbols into consumer behavior, making the "Horse" element a central marketing symbol [1] Group 1: Pun Marketing - The use of pun marketing, particularly with celebrities whose names contain "Ma," has proven effective in engaging consumers and creating memorable brand associations [2] - Yili's campaign featuring actress Ma Yili exemplifies this approach, incorporating social media suggestions and interactive storytelling to enhance consumer participation [2] - Other brands, like Han Shu, have also utilized puns creatively in their advertising, resulting in increased attention and engagement from consumers [3] Group 2: Collaborative Marketing - Cross-industry collaborations are being employed to integrate traditional cultural elements into marketing strategies, enhancing brand creativity [4] - Brands like Mixue Ice City are partnering with cultural heritage representatives to create unique marketing campaigns that resonate with consumers [4] - Jewelry brand Mankalon is also leveraging art and cultural heritage by collaborating with the Xu Beihong Art Museum to launch themed products, aligning with the cultural attributes of the Spring Festival [4] Group 3: Narrative Marketing - Narrative marketing focuses on creating immersive experiences that connect brands with consumers through storytelling and cultural themes [5] - Brands like Guansha are hosting interactive events in cultural landmarks, allowing consumers to engage with the brand in a meaningful way [5] - Belle is utilizing artistic collaborations to create visually impactful pop-up stores that resonate with the theme of the Year of the Horse, enhancing brand perception [5][6]

Core Viewpoint - The article highlights the unique and creative ways university students celebrate their graduation, showcasing a shift from traditional ceremonies to more expressive and abstract forms of celebration, reflecting their emotional release and the bittersweet nature of graduation [2][19][21]. Group 1: Graduation Celebrations - University students engage in various quirky and artistic activities to mark their graduation, such as creating abstract graduation photos and performing spontaneous acts around campus [2][9][12]. - The trend includes mimicking popular TV shows and creating humorous graduation gifts, emphasizing creativity and personal expression [4][13]. - Students are seen using multimedia to document their experiences, turning their college memories into vlogs and sharing them with peers [16][19]. Group 2: Emotional Release - The graduation period serves as a cathartic moment for students, allowing them to release pent-up emotions accumulated during their academic journey [19][32]. - The article describes how students engage in celebratory meals and gatherings, often filled with humor and nostalgia, as a way to cope with the impending separation from friends and mentors [24][28]. - The emotional rollercoaster of graduation is likened to a "turning point" in life, where students transition from a structured academic environment to the uncertainties of the future [32][34]. Group 3: Reflection and Transition - As graduation approaches, students reflect on their experiences, often feeling a mix of joy and sadness, which is described as a delayed reaction to the end of their college life [22][21]. - The article emphasizes the importance of these moments as a form of emotional healing, allowing students to embrace their feelings before stepping into the next phase of their lives [19][37]. - The narrative concludes with a hopeful message for graduates, encouraging them to face their future with confidence and clarity [38].