Jin Biao, vice president of Yili, said that what you see now is a new LOGO, new packaging and new commercials. This is what you see. This is the tip of the iceberg. What you see is an iceberg. But we have been doing the following work in a down-to-earth manner for many years, from the construction of milk source base, from the upgrading of equipment to our quality management, including the improvement of our internal management, logistics management and operational capacity. Because of this work, we can finish this change on the water. Therefore, this upgrade is an upgrade of Yili as a whole and an upgrade of its overall development strategy.
There are three reasons behind it. The first reason is called adapting to changes in the development of the industry. Why do you say that? 20 1 1 is the first year of China's 12th Five-Year Plan. In the Twelfth Five-Year Plan, the state calls for building a resource-saving society and an environment-friendly society, and advocates green and low-carbon development. Such a response to the call, for Yili, Yili is a leading enterprise in agricultural industrialization, and it is very responsible to take the lead in responding to the call of the country. At the same time, as a leading brand in the industry, Yili has the responsibility to lead the industry to make some changes. It is necessary to change from the past performance-oriented and speed-oriented development model to the responsibility-oriented development model. This is from the perspective of industry development, and we have to make such changes.
Second, the most important internal factor is the demand change of enterprise development. In 2005, Mr. Pan Gang, Chairman of Yili Group, put forward Yili's five-year development plan. This five-year development plan covers the construction of Yili milk source base, the construction of Yili quality management system, the construction of our brand management system and all aspects of channels. This goal has been effectively implemented and improved in the past five years. After the baptism of the Healthy China Strategy and the Olympic World Expo, Yili has carried out a national construction plan from the aspect of milk source. More importantly, Yili has become the only enterprise that controls Xilin Gol Grassland in Inner Mongolia, Hulunbeier Grassland in Inner Mongolia and Tianshan Ranch in Xinjiang, which are recognized as golden pastures in China. Secondly, Yili has done a lot of work from all aspects of the quality control system. In other words, after the implementation of the five-year strategic plan, Yili experienced a process from quantitative change to qualitative change, and now it has completed quantitative change. For qualitative change, it is imperative. This is the so-called accumulation, and now it has entered the stage of thinning hair.
Third, from design to enterprise positioning, Yili must take consumers as the center and change for consumers. This is also very important as an enterprise, because Yili is an enterprise serving consumers. To provide consumers with the dairy products they need, consumer demand is the direction of our efforts. This time, for the sake of consumer change, when it comes to LOGO design, Yili wants to make this LOGO younger, because only by being young and fashionable can we communicate with current consumers. From the research, China consumers' consumption of dairy products is similar to that of developed countries in Europe in concept and habit, and dairy products have become an indispensable part of our consumers' lives, accompanied by a day's life. So from the past, we only provided you with one product, and now we are more consumer-centered, changing for consumers, and making products better serve consumers. So this change can be said to be made for our consumers.
How's it going? Did you go deep? Finally, a message to the landlord, marketing expert Shu Guohua, also helps to understand the standard change: from the visual composition alone, the communication effect of Yili standard change can be improved by three times.
First, compared with the original LOGO, the composition of the new LOGO is more eye-catching and reasonable. Although the original LOGO is also very eye-catching, the separation of graphic signs is obvious, which is easy to distract the viewer's sight. The new LOGO uses graphics around the logo text, which can make the viewer's line of sight more focused.
Second, strengthen the visual impact. The font of the original LOGO of Yili is small, but the text LOGO of the new LOGO is double. In addition, the color contrast between the text logo and the surrounding graphics makes the "Yili" text logo, as the core part of the logo, have a stronger visual impact.
Third, the change of font. Compared with the original LOGO, the new LOGO maintains the basic form of "Yili" LOGO, but the combination of more fashionable and dynamic fonts and more rounded overall composition makes the new LOGO give people a new feeling of being regular but not rigid, smart and atmospheric.