The target group of Yili pure milk is middle-class consumers. There are elderly people or children at home who need calcium supplementation, and their income level is moderate, so they have the need to drink milk. And college students are more interested in slimming and reducing fat; Working people, the pursuit of milk is a simple and safe ingredient.

Yili's positioning as a "natural pasture of the soul" is quite successful, giving people a cordial and charming feeling, without losing vitality, being close to consumers and not domineering. Natural pasture highlights the advantages of milk source in Inner Mongolia, and the brand image is emotionally sublimated through spiritual communication.

Target customer group positioning:

As we all know, any enterprise obtains social recognition and shareholders' interests by providing products (services) to the downstream of the industrial chain. We call these behavioral units of buying enterprise products customers.

Many times, enterprises can't enrich their products to the point where they can serve all customers who need similar products, and can't realize value transfer in the whole peer market. Therefore, enterprises provide product value with specific connotations to specific customers according to their own capabilities, and these specific customers are "target customer groups".