Yili launches "Quality Experience Month" to tell the brand story from a cultural perspective
Chinese dairy products producer Yili launched the "Quality Experience Month" event, aiming to showcase the brand's global layout through cultural empowerment and explore the historical origins of milk from the perspective of Chinese culture. In this event, Yili constructed a physical "Silk Road of Milk" in Yili of Xinjiang, using AI technology to collaborate with the Quality Traceability Ambassador Zhang Qian. They take the audience on a journey across China, the Netherlands, New Zealand, the UK, and Southeast Asia to narrate Yili's story of developing the contemporary dairy industry along the Silk Road, tracing the complete picture of Chinese milk history and culture, and conveying the brand's product philosophy.
It is worth mentioning that Yili has been opening its factories for public visits for several years, vividly presenting the entire process of milk production to consumers and establishing "Visiting Yili" as a showcase of experiencing Yili's high-quality products. In 2022, Yili upgraded the factory visits to the "Yili Quality Experience Month," utilizing various activities such as virtual tours of 33 benchmark factories nationwide to promote brand rejuvenation and gradually establish a market position for "good quality," gaining widespread attention from all sectors of society.
©Yili
On World Milk Day, June 1st, which marks the beginning of the brand experience month, Yili created an endless "Silk Road of Milk" in Yili, paying tribute to the spirit of the Silk Road passed down from generation to generation. Along this Yili "Silk Road of Milk," artist Zhu Jingyi, through distinctive calligraphy, inscribed words under each milestone, leaving a timeless Chinese mark on this global Silk Road, reminiscent of silk and porcelain from two thousand years ago.
This year also coincides with the opening of Yili's benchmark World Intelligent Industry Base—the Yili Modern Smart Health Valley. While practicing the corporate creed of "Yili represents quality," Yili hopes to share its commitment to good quality with the public, allowing Chinese consumers to experience Yili's quality up close and witness Yili's promise for the future.
