The live broadcast of the flying crane has attracted 400 million people to ＂watch＂ and upgrade the digital service.

"The scenery is so beautiful", "High-tech equipment", "The factory is so clean" and "It used to be so complicated to produce milk powder", and the barrage kept brushing.

In the picture, the red-crowned crane flies over the reeds on the lush wetland; In the endless fields, silage corn thrives; Under the blue sky and white clouds, cows take a leisurely walk; In the factory, cans of high-quality milk powder are continuously produced on the automatic sealing production line.

This is the picture of Feihe’s "Traceability Live Broadcasting" on August 28th. On the same day, Feihe created a "0-distance" immersive live broadcast experience for consumers by means of "cloud travel" through the live broadcast room between Beijing and Qiqihar.

It is reported that in the traceability season in August, Feihe has carried out more than 140 online special live broadcasts around milk source, technology and quality inspection. In 2020, the systematic traceability live broadcast of Feihe has been launched so far, with a cumulative viewing volume of more than 416 million people.

The above-mentioned scene is the final work of Feihe’s traceability season in 2021, and it is also the "normalization" practice of improving consumer service ability under the digital background in the past two years.

Traceable live broadcast refreshes consumer cognition in "Z era"

Since the online traceability inquiry system was launched in 2012, Feihe has been adapting to the times, gaining insight into the needs of consumers, deepening consumers’ understanding of the ecology and the whole production process of infant powder industry by promoting traceability, and enhancing consumers’ confidence in Feihe and domestic milk powder.

Feihe found that consumers in the "Z era" prefer to obtain information through video.

Since 2015, Feihe has launched a visual industrial cluster, and through the 360 full-motion video mode, it has fully displayed the key links of the industrial cluster, including the ecological environment, exclusive farms and pastures, and smart factories.

Affected by the COVID-19 epidemic in 2020, it is difficult to carry out offline traceability, so Feihe will carry out live traceability broadcast on multiple platforms, so that consumers can feel the "transparent chemical plant" from a distance and normalize it. In that year, Feihe organized a total of 707 traceable live broadcasts on various platforms, with a cumulative viewing volume of more than 180 million.

In 2021, Feihe continued to carry out the traceability activities of "offline+online live broadcast". And around the production links that consumers care about, a week-long 7*24-hour static live broadcast was carried out. That is to say, Feihe places static cameras that are turned on for 24 hours in key production links such as factories and pastures, so that everyone who wants to know the production situation of Feihe can watch the real information of production at any time for 24 hours to create a "transparent factory".

In this way, tens of millions of consumers see the Feihe industrial cluster through the screen, feel the natural environment of China’s 47 north latitude milk source, witness the quality pursuit from a pasture to a drop of milk to a spoonful of milk powder, and gradually increase their confidence in domestic milk powder and national dairy industry. During the live broadcast, positive audience messages are often screened.

"It’s really good to learn about the formula, freshness, safety and quality of domestic milk powder for the first time through live broadcast!"

"I didn’t feel at ease with domestic milk powder before, but now I have to give my baby domestic milk powder."

"Too detailed and intuitive, strict management, exclusive formula, safe production, domestic milk powder is ok!"

Create a diversified service system to meet the individual needs of consumers

In addition, by fully launching digital upgrade, Feihe can reach more users more conveniently and quickly, and capture market demand more timely and accurately. For example, through market insight, Feihe found that young services not only care about the safety and quality of products, but also care more about personalized service experience.

To this end, Feihe built a companion parenting platform-Xingma Club, and designed personalized customized services to provide customized content for users with different needs and different stages to solve the parenting problems of mothers. Among them, the platform also provides a free "online expert consultation" service for infant health and diseases that parents are most worried about.

Bao Ma said in the platform of Xingma Club that she used the platform from the first child to the second child. The explanation of authoritative experts helped her to establish a scientific and systematic parenting plan, which reduced a lot of parenting anxiety and made her enjoy the sweet parent-child time more calmly.

In the process of digitalization of Feihe, Feihe R&D team, aiming at the pain points of many families, combined with the advice of professional pediatricians, made every effort to build a "training gas station" module of digital shopping guide system, and passed on professional parenting knowledge and human care to every nanny in need.

For consumers who need offline communication, Feihe will hold hundreds of thousands of face-to-face communication activities all over the country every year to provide scientific parenting advice for novice parents.

According to the data of Feihe’s mid-year report in 2021, in the first half of this year alone, Feihe held 400,000 user exchange activities, including inviting professional nutritionists to give offline lectures, providing professional support for scientific feeding, nutritional supplement, parent-child relationship and early childhood education, popularizing parenting knowledge and providing extensive and operable parenting guidance for young parents.

As a leader in the domestic infant milk powder industry, Feihe will continue to adhere to the concept of "customer first", drive product research and development, iteration and terminal service upgrade with user needs, and provide consumers with better products and services.

（CIS）