Scene 1: Cafe

Yuchen: What am I to you?

Jaylen: You are my Youlemei.

Yuchen: So I am milk tea.

Jaylen: In this way, I can hold you in the palm of my hand.

Jaylen: If I love her, of course I want Youlemei!

Scene 2: Bus stop

Yuchen: How far is forever?

Jaylen: As long as your heart is beating, it will always be far away...

Yuchen: Your heart beats very fast.

Jaylen: This is a secret, because you are my Yulemei.

Scene 3: School

Yuchen: What do you like about me?

Jaylen: I like that you are elegant, happy and beautiful.

Yuchen: You are talking about Youlemei milk tea.

Jaylen: You are my Youlemei.

Scene 4: Yuchen’s monologue

Thinking of the days with you, the air is filled with the sweetness of Youlemei milk tea.

In the palm of my hand, I hold our agreement, waiting for your return.

I will always be your Yulemei.

Scene 5: Jay’s monologue

Snow covers the way here, but it cannot erase the memory of you.

(Memory) Yuchen: How far is forever?

Back then you were always asking questions.

(Memory) Yuchen: So I am milk tea!

Jaylen: In this way, I can hold you in the palm of my hand~ XD

(Memory) Yuchen: What am I to you?

(Reality) Jaylen: You will always be my Yulemei.

Scene 5: Island Station

YANG JI YEON: Wow, so happy...

Jaylen: Believe me, I will make you happy too people.

YANG JI YEON: Huh? Why not the happiest.

Jaylen: With you, I am the happiest.

Another: There is a person in Wenba, named Fang Xiaoxiaoxian, and everyone calls him Youlemei. Because it is difficult to distinguish between male and female, he takes the name Youlemei and throws it away after drinking. . The name is warm.

Extended information:

Brand positioning

As Xiangpiaopiao, which discovered the milk tea category earlier in China and entered the market in a big way, its brand name occupies an important position. Without the opportunity to position the brand, the fragrant milk tea must be fragrant. If other brands still want to make a fuss about quality, taste and taste, it will be very difficult and easy to lead to a dead end. Therefore, we determined the idea of ????brand positioning from an emotional perspective for Youlemei.

If a brand’s positioning is precise and can cover target consumer groups more broadly, it is the best brand positioning strategy. The consumer groups of milk tea are concentrated among the young consumer groups between 15 and 35 years old. These consumer groups are either college and middle school students or office white-collar workers. They have the same characteristics, which are fashion, sunshine, and sensibility. In terms of consumption, Pay more attention to the perceptual consumption experience.

On the basis of such in-depth research and analysis, we believe that Youlemei milk tea should be the medium for young people to convey their emotions, and the Youlemei brand is naturally positioned as the most romantic conveyor of emotions in China. milk tea brand.

While Xiangpiaopiao tirelessly tells people who is the boss of milk tea, Youlemei has already stepped out of the trap of low-level brand appeals and directly expresses the romantic and sunny emotions incisively and vividly. To put it simply, Xiangpiaopiao’s understanding of the milk tea cup is convenience and overflowing fragrance, while Youlemei’s understanding of the milk tea cup is love, romance, and the inadvertent disclosure and transmission of emotions.

Obviously, Youlemei has firmly locked in the target consumer group from the psychological level in terms of brand positioning. It’s no wonder that many young consumer groups are vying to become fans of Youlemei. There is even a saying that not drinking Youlemei means you are not romantic enough.

The successful marketing of Youlemei milk tea lies in the insight into the deep psychological needs of target consumers-the recognition of emotional value. Focusing on the brand's unique value of "love is priceless", Xizhilang insists on constantly creating an emotional and warm brand image: a healthy and happy Xizhilang cartoon image exercising with boys and girls, a romantic and eternal Xizhilang couple, a sweet and warm Xizhilang Lang family.

These ingenious and effective advertisements convey the message to consumers step by step: milk tea is not just an instant drink, but also a medium that promotes communication between people and a beautiful carrier for expressing feelings. It is particularly attractive to teenagers.

Many students automatically join the consumer army of Youlemei because Jay Chou is the spokesperson of emotional advertising, and these groups are also the target followers and ultimate target consumers that Xilang Enterprise wants to capture.