Introducing the “Mini Pack”
In 2015, Tianrun launched their yoghurt in the Ecolean® Air 200ml, branded as the “Mini Pack.” The unique shape, combined with striking colours and patterns, helped the product stand out on the shelves. The packaging’s resource effective and convenience features were key selling points. This strategy proved highly successful, with sales of the “Mini Pack” reaching 130 million packs in the first year. To fill the yoghurt “Mini Pack” a total of 16 filling machines were installed at Tianruns dairy plants. The distribution now covers yoghurt in 200 ml packages for both ambient and chilled distribution.
Active and engaging marketing
Tianrun continuously innovates with new products, each featuring vibrant designs. For special occasions like the Chinese New Year, the core product receives a fresh look. The brand is also highly active on social media, engaging consumers through various events. One notable campaign, “Travel with Tianrun yoghurt,” encouraged consumers to upload images of themselves for a chance to win prizes. The unique Ecolean packaging played a central role in these marketing efforts.
Expanding the product range
Building on the success of their yoghurt, Tianrun introduced a UHT-milk in Ecolean® Air Aseptic 200 ml in 2017. This expansion further leveraged the benefits of Ecolean’s packaging, including its integrity and portability, to meet consumer demands.
Positive outcomes
With the “Mini Pack” Tianrun has achieved:
- Market differentiation with the unique and eye-catching packaging that helped the product to stand out in the competitive Xinjiang yoghurt market.
- Sales growth with a significant increase in sales, reaching 130 million units in the first year.
- Consumer engagement with marketing campaigns and social media activities which has strengthened the consumer engagement and brand loyalty.
"We found that Ecolean could meet our demands in both aspects as a package; Ecolean’s packages have never appeared in the Xinjiang market, so we are absolutely differentiated from the competition. Meanwhile, the integrity and portability of the entire package go a long way to better meet consumer demands,”
About Xinjiang Tianrun Dairy Co.
Established in 2002, Tianrun has become one of the largest dairy producers in Xinjiang. The company was listed on the Shanghai Stock Exchange in 2013 and currently operates three dairy plants in the Xinjiang province, located in northwest China.
In short: ECOELAN ♥ TIANRUN
- Main target group was young adults
- Chilled distribution in Ecolean® Air 200 ml
- Ambient distribution in Ecolean® Air Aseptic 200 ml
- Yoghurt available in a large range of different flavours such as passion fruit, grapefruit and lime