Nestle Yinlu | New Brand 十趣草堂
Create a lifestyle brand to break through herbal tea “Red Sea”
Incubate a new lifestyle brand from 0 to 1
As one of the top 10 players in canned food and beverage industry of China, Yinlu Group recorded its 2018 sales of US$1.4 billion. In 2011, Yinlu joined hands with Nestlé to carry out brands’ vision to become a trustworthy leader in the food and beverage industry and an international brand that represents its Chinese origin. The group has undergone an evolution of rejuvenating its master brand as well as launching new brands. The development of the new herbal tea brand 十趣草堂 is a critical move for Yinlu to connect with young Chinese consumers.
The Chinese herbal tea category is worth US$1.4 billion. However, 十趣草堂 faced challenges in entering the market dominating by TOP 3 traditional herbal tea brands - 加多宝, 王老吉 and 和其正 . On top of that, the perception of herbal tea has been tied specifically with single functional benefit for many years. The category calls for meaningful brand innovation. To develop a new brand that represents the next generation of Chinese herbal tea will be challenging but a true game-changer when it does happen.
“Create a lifestyle brand is not empty words. It requires both strategic thinking about brand building and implementation of creative ideas.”
Starting from scratch, Ylab has entered into the herbal tea market with the fierce competition by building lifestyle brand. Ylab not only provides brand with innovative thinking for brand building, but also realizes the creativity step by step.
For this reason, ylab decodes and dynamically tracks the changes in consumer demands and cultural trends, foresees market opportunities, grasps the brand in the wave of new consumption in the new era, and communicates the brand in a way that resonates with consumers.
As it requires holistic and forward-thinking market insights; dynamically tracking and in-depth decoding of consumer needs and cultural trends; the ability to foresees the market opportunity and anchor the brand on the right edge of next booming wave; last but not least, the capability to articulate and convey the brand in a resonating way.