Recently, VV set up a joint venture with Hangzhou Qiance Supply Chain Management Co., Ltd., marking another new step forward the VV brand rejuvenation. This cooperation mode is a perfect combination of VV’s “strong brand power” and the Internet e-commerce company’s “strong channel power” and further strengthens VV’s Internet gene.
With the development trend of depth and breadth of the Internet-based consumption, young customers born along with the Internet are increasingly demand for new healthy foods, therefore many well-known domestic big brands are facing new challenges: How to better reach youngster’s consumption through online channels and how to solve young people’s cognition aging problem of traditional brands. These are problems that domestic traditional big brands must think about and face up to.
Facing the new challenges, VV firmly holds its core competitiveness of “famous brand and high-quality products” and has formulated a “brand rejuvenation” development strategy. While continuously strengthening e-commerce sales, it has recently joined forces with Hangzhou Qiance to set up a special e-commerce joint venture company. The newly established joint venture company uses the traditional well-known brand “VV” as the cornerstone, and the younger brand “Nuan Xiao Niu” as the tentacle to communicate with emerging customers, thus building the “VV& Nuan Xiao Niu” dual brand strategy. The company positions the VV& Nuan Xiao Niu brand as “younger, innovative, fashionable and healthy food”. With the younger visual direction, fashionable product packaging and health-oriented product ideas, the national soybean milk brand “VV” can be highlighted among the emerging young people. By arousing young consumers to have a new understanding of “VV Soybean Milk Brings Joy and Smile”, while customers enjoy VV’s quality products, they can also enjoy VV’s “new joy”, thus driving new retro thoughts.
Hangzhou Qiance Supply Chain Management Co., Ltd. is an Internet e-commerce company that has been born with the Internet trend. With a younger team and the Internet genes, the company quickly expanded in the Internet era and made the “Nuan Xiao Niu” brand a new star in the milk beverage industry in just one year.
This cooperation will bring a huge boost to the expansion of VV brand in Internet channels. According to expert’s estimation, VV Soybean Milk, the national brand, will stand at a new starting point in the Internet era to provide new healthy food for 200 million new-generation families, adding at least 1 billion yuan of new growth potential to VV products!Recently, VV set up a joint venture with Hangzhou Qiance Supply Chain Management Co., Ltd., marking another new step forward the VV brand rejuvenation. This cooperation mode is a perfect combination of VV’s “strong brand power” and the Internet e-commerce company’s “strong channel power” and further strengthens VV’s Internet gene.