Community-driven long-term repurchase strategy
Nutrition Check-In + Social Impact
Building a long-term retention community around 'nutrition check-ins + community leaders + social impact'
Using behavioral incentives to drive repeat purchases and brand loyalty, supported by Yili Nutrition 2030 charitable programs
Project Context
Project background and strategic significance
Building a trustworthy 'check-in → impact' loop anchored in Yili Nutrition 2030 charitable programs
Market context
User pain points: Health consciousness is rising, but sustained motivation and expert guidance are lacking
Market opportunity: The nutrition market is growing, but brand loyalty remains weak
Competitive landscape: Category products are heavily commoditized; differentiated value is essential
Yili's advantages
Charitable foundation: Yili Nutrition 2030 spans multiple provinces with published donation data
Brand trust: National dairy brand with strong quality perception
Product range: Full-age-spectrum nutrition portfolio enables cross-selling
Yili Nutrition 2030 charitable support
Coverage scope: 25+ provinces, 200+ cities and counties, 500+ schools and communities
Beneficiaries: Over 1 million children and families served to date
Donation Records: Transparent donation data and program delivery reports
Expert Endorsement: Partnerships with leading institutions, including the Chinese Nutrition Society and children's hospitals
Strategic Vision
180-Day Strategic Goals
Defining both quantitative targets and qualitative goals
Qualitative Goals
Elevate Brand Perception
Shift from a "dairy supplier" to a "partner in family nutrition and wellbeing"
Build an Engaged Community
Build a highly engaged community of 100,000+ members to support repeat purchases over time
Social Impact
Create an industry benchmark for integrating business and social impact
Core strategy
Three Strategic Drivers
A three-part model combining task-based engagement, expert endorsement, and giving
1. Task-Based Engagement
30-Day Check-In Challenge
- Daily nutrition tracking
- Daily step goals
- Health knowledge quizzes
- Photo check-ins featuring product consumption
Leaderboard Incentives
- Individual rankings
- Family and team rankings
- City and regional rankings
2. Expert Endorsement
Live sessions with nutritionists
- Weekly health talks
- One-to-one consultations
- Quarterly health checkup reviews
AI-Generated Meal Plans
- Personalized nutrition plans
- Smart ingredient pairing
- Suggestions for incorporating Yili products
3. Giving
Check-Ins That Trigger Donations
- Complete a task = unlock a brand donation
- Double rewards at key milestones
- Shared team goals
Community Giving Events
- Nutrition-themed runs
- Free community health clinics
- Livestreamed visits to supported communities
How the Strategies Work Together
Task-Based Engagement Increase user engagement and retention
Expert Endorsement Build credibility and trust to make decisions easier
Giving Give everyday actions greater purpose and strengthen affinity with the brand
Together, the three drivers create a reinforcing cycle: participation → expert guidance → social impact → greater motivation to participate
Product design
Check-In Mini Program Design
End-to-end user journey and feature architecture
Core Features
Onboarding and Assessment
Sign-Up Options:
- Direct access via the WeChat Mini Program
- QR codes on product packaging
- Shared links on social platforms
Health Assessment:
- Basic information (age, gender, height, and weight)
- Dietary habits questionnaire
- Physical activity assessment
- Health goal setting
Personalized Task Pack
Automatically Generated:
- Daily nutrition targets
- Recommended activity levels
- Yili product recommendations
- Learning tasks
Adaptive Adjustments:
- Adjust difficulty based on task completion
- Seasonal task updates
- Special holiday tasks
Check-Ins and Tracking
Check-In Options:
- Photo check-ins (products and meals)
- Automatic step syncing
- Manual nutrition logging
- Knowledge quizzes
Rewards and Feedback:
- Instant reward points
- Check-in streak badges
- Donation progress bar
- Social sharing cards
Community and Leaderboards
Leaderboard Features:
- Overall individual rankings
- Family team rankings
- City and regional rankings
- Weekly, monthly, and all-time rankings
Community Interaction:
- Friend Challenge
- Team Check-ins
- Community Activity Feed
- Like and Comment on Each Other’s Posts
Expert Services
Content Services:
- Book a Nutritionist Livestream
- Health Articles
- Short-Form Video Tutorials
- AI Meal Planner
Premium Services:
- One-on-One Consultation (Paid)
- Health Checkup Report Review (Paid)
- Personalized Nutrition Plan (Paid)
Impact Showcase
Individual Contributions:
- Total Donations Made
- People Reached
- Download Donation Certificate
- Impact Map
Transparency:
- Donation Delivery Tracking
- Beneficiary Feedback Videos
- Project Impact Reports
- Independent Audit Reports
Standard Operating Procedure
Core SOP Workflow
A standardized process from community onboarding and assessment to review and public reporting
Process Details
| Phase | Actions | Timing | Owner |
|---|---|---|---|
| Onboarding Assessment |
• New users complete a health questionnaire at sign-up • System generates a personal health profile • Auto-matched to a community (age / region / goals) |
D0 (First Visit) | System Automation |
| Personalized Task Pack |
• 30-day task plan generated from the health profile • 3–5 daily check-in items • Tiered difficulty (Beginner / Intermediate / Challenge) |
D1–D30 (Refreshed Daily) | AI Algorithm + Nutritionist Review |
| Daily Reminders |
• 7 AM push notification with today's tasks • 8 PM reminder for incomplete items • 10 PM final check-in reminder • Community activity push (12 PM) |
3–4 Times Daily | System Automation |
| Recurring Offline Events |
• Weekly nutritionist livestream (Wednesdays, 8 PM) • Monthly nutrition run (third Saturday) • Quarterly fitness assessments (Mar / Jun / Sep / Dec) • Annual charity visit (year-end) |
Weekly / Monthly / Quarterly / Annual | Operations Team + Community Leaders |
| Review & Leaderboards |
• Daily leaderboard update (midnight) • Weekly leaderboard published (Mondays, 10 AM) • Monthly awards (1st of each month) • Transparent public tracking of charitable donations |
Daily / Weekly / Monthly | System Automation + Manual Review |
Key Operating Mechanisms
Community Leader Program: Recruit engaged users as community leaders to encourage check-ins, organize activities, and share feedback
Tiered Incentive Program: Newcomer (first 7 days) → Growth (days 8–30) → Established (days 31–90) → KOL (90+ days)
Churn Risk Alerts: Three consecutive days without a check-in trigger personal outreach; seven days move the user to the at-risk pool for targeted re-engagement
Implementation Timeline
180-Day Execution Roadmap
Roll out in three phases, with a milestone every 60 days
Product Refinement & Seed Launch (Days 1–60)
Product Development: Develop the mini program, including check-ins, leaderboards, charitable giving, and expert modules; train the AI meal-planning algorithm
Content Development: Build a nutritionist content library (50+ articles, 20+ videos) and a 500-question health knowledge bank
Seed Launch: Recruit 1,000 seed users, establish communities in five pilot cities, and host the first nutritionist livestream
Key Milestones: Mini program goes live; first cohort achieves a check-in rate of ≥70%; first charitable donation is made
Scale-Up (Days 61–120)
User Growth: Expand nationwide, targeting 500,000 new users and recruiting 500 community leaders
Content & Engagement: Two nutritionist livestreams per week, monthly community runs in 20 cities, and quarterly fitness assessments
Social Impact Partnerships: Reach 500,000 donations, host five livestreamed community impact visits, and produce beneficiary feedback videos
Key Milestones: Reach 500,000 MAU, a daily check-in rate of ≥60%, a 10% increase in repeat purchases, and 500,000 donations
Deepen Engagement & Build the Ecosystem (Days 121–180)
User Retention: Target 1 million MAU, a daily active rate of ≥40%, and 30-day retention of ≥50%
Ecosystem Expansion: Launch paid services (one-on-one consultations and personalized plans) and partner with 100 corporate groups
Brand Growth: Host an annual awards ceremony, publish an impact report, and build industry visibility
Key Milestones: Reach 1 million MAU, increase repeat purchases by 20%, deliver 1 million donations, and achieve an NPS of ≥70
Key Performance Indicators
Core KPI Framework
Track performance across four dimensions: user growth, engagement, commercial conversion and social impact
User Growth Metrics
| KPI | Target (180 Days) | Tracking Frequency | Owner |
|---|---|---|---|
| MAU (Monthly Active Users) | 1M | Daily | Head of Growth |
| DAU (Daily Active Users) | 400K (DAU/MAU = 40%) | Daily | Head of Growth |
| New Users | 1.2M (Including Churn) | Daily | Head of Growth |
| Day-1 Retention | ≥70% | Daily | Product Manager |
| 7-Day Retention | ≥60% | Weekly | Product Manager |
| 30-Day Retention | ≥50% | Monthly | Product Manager |
Engagement Metrics
| KPI | Target | Tracking Frequency | Owner |
|---|---|---|---|
| Daily Check-in Completion Rate | ≥60% | Daily | Operations Manager |
| Users with 7-Day Streaks | ≥40% | Weekly | Operations Manager |
| Users with 30-Day Streaks | ≥20% | Monthly | Operations Manager |
| Community Engagement Rate | ≥30% (Likes / Comments / Shares) | Weekly | Community Manager |
| Livestream Viewers | ≥5,000 per Session | Per Livestream | Content Director |
| AI Recipe Generator Usage Rate | ≥50% | Weekly | Product Manager |
Commercial Conversion Metrics
| KPI | Target | Tracking Frequency | Owner |
|---|---|---|---|
| Repurchase Rate Uplift | +20% (vs. Non-Check-in Users) | Monthly | Business Development Director |
| Average Order Value Uplift | +15% | Monthly | Business Development Director |
| Conversion ROI | ≥3.5 | Monthly | Finance Director |
| Paid Add-on Service Rate | ≥5% | Monthly | Product Manager |
| Corporate Partnerships | 100 Companies | Monthly | Business Development Director |
Social Impact Metrics
| KPI | Target | Tracking Frequency | Owner |
|---|---|---|---|
| Charitable Supplies Donated | 1M units | Daily | Social Impact Director |
| Beneficiaries | 500K people | Monthly | Social Impact Director |
| Social impact livestream viewership | ≥100K per session | Per campaign | Content Director |
| User donation rate | ≥80% (triggered upon check-in) | Weekly | Operations Manager |
| NPS (Net Promoter Score) | ≥70 | Monthly | Customer Success Manager |
Budget Allocation
Budget Allocation
Detailed allocation of the initial RMB 1.8 million investment
| Category | Item | Amount (¥10K) | Share |
|---|---|---|---|
| Technology Development | Mini-program development (full-stack) | 40 | 22.2% |
| AI recipe algorithm development | 15 | 8.3% | |
| System maintenance & optimization | 10 | 5.6% | |
| Content Production | Nutritionist content library | 20 | 11.1% |
| Video production (livestream + short-form) | 15 | 8.3% | |
| Knowledge quiz bank | 5 | 2.8% | |
| User incentives | Points / Badges / Rewards | 20 | 11.1% |
| Community leader rewards | 10 | 5.6% | |
| Leaderboard rewards (monthly/quarterly) | 5 | 2.8% | |
| Social Impact Execution | Supply procurement & distribution | 20 | 11.1% |
| Social impact program delivery | 5 | 2.8% | |
| Marketing & Growth | User acquisition (paid media) | 10 | 5.6% |
| Event execution (nutrition runs, health checks, etc.) | 5 | 2.8% | |
| Other Expenses | Legal & Compliance | 3 | 1.7% |
| Contingency fund | 2 | 1.1% | |
| Total | 180 | 100% | |
Budget Management Framework
Monthly Review: Submit next month's budget request and the current month's spending report by the 25th of each month
Overspend Alerts: Individual expenses exceeding budget by 10% require director approval; those exceeding budget by 20% require CEO approval
Flexible Reallocation: At quarter-end, budgets may be reallocated across major categories (±15%) with Finance Director approval
ROI Tracking: Calculate ROI for each area of investment monthly to continually improve resource allocation
Risk Management
Risk Management Matrix
Identify, assess and mitigate key risks
High Risks (Priority Attention)
| Risk | Likelihood | Impact | Mitigation |
|---|---|---|---|
| Misleading nutritional claims | Medium | Critical | • All content reviewed by registered dietitians • Legal team compliance oversight • Clearly positioned as "advice" not "prescription" • Disclaimers and medical consultation reminders |
| Minor Protection | Medium | High | • Real-name verification • Age-appropriate challenges (reduced intensity) • Parental supervision mode • Compliant with Minor Protection Law |
| Data Privacy Breach | Low | High | • Compliant with China's Personal Information Protection Law (PIPL) • Encrypted health data storage • Third-party security audits • User data deletion & export |
Medium Risks (Ongoing Monitoring)
| Risk | Likelihood | Impact | Mitigation |
|---|---|---|---|
| Declining User Engagement | Medium | Medium | • Dynamic difficulty adjustment • Regular feature releases • Churn prediction & re-engagement • Community leader personal outreach |
| Charity Transparency Concerns | Medium | Medium | • Real-time donation tracking • Full logistics transparency • Beneficiary testimonial videos • Third-party audit reports |
| Nutritionist Content Quality | Medium | Medium | • Strict credential verification (RD license) • Content quality scoring • Rapid user feedback response • Regular training & evaluation |
Low-risk items (routine monitoring)
| Risk | Likelihood | Impact | Mitigation |
|---|---|---|---|
| Competitor Imitation | High | Low | • Rapid product iteration • Strengthen social impact differentiation • Build brand moat |
| Seasonal Fluctuation | High | Low | • Holiday-themed campaigns • Seasonal challenge adjustments • Year-round product portfolio |
Important Risk Notices
Legal compliance: Nutrition advice must not replace medical diagnosis. All content must clearly state that it is “for reference only.”
Health and safety: If a user shows signs of extreme weight loss, disordered eating, or other concerning behavior, a staff member must intervene promptly and provide access to professional support.
Protection of minors: Users under 14 require parental consent. Challenges must be age-appropriate and aligned with children’s developmental needs.
Deliverables
Deliverables
25+ deliverables across product, content, operations, and social impact
Product Deliverables
- Complete codebase for the check-in mini program
- Product prototype documentation
- AI-powered recipe recommendation model
- Database design documentation
- API documentation
- Deployment and operations manual
Content Deliverables
- Nutritionist content library (50+ articles)
- Health education videos (20+)
- Knowledge quiz bank (500 questions)
- Live session materials and scripts (24 sessions)
- Social sharing asset pack (100+ assets)
- User story collection and editorial guide
Operations Deliverables
- Operations SOP manual (check-ins, leaderboards, campaigns)
- Community leader recruitment and training manual
- User growth strategy
- Churn prediction and re-engagement plan
- Reporting templates (daily, weekly, monthly)
- Customer service response library
Social Impact Deliverables
- Charitable partnership scripts and guidelines
- Donation procurement and distribution process
- Social impact project report template
- Beneficiary feedback collection system
- Charity visit livestream script
- Third-party audit agreement
Legal and Compliance Documents
- Terms of Service
- Privacy Policy
- Nutrition Advice Disclaimer
- Child Protection Terms
- Charitable Partnership Agreement
- Nutritionist Service Agreement Template
- Data Security Audit Report
Social Impact
Visualizing Social Impact
Create an industry benchmark for integrating business and social impact
Projected Social Impact (180 Days)
Transparency and Accountability
Real-time reporting
Donation tracking: Users can view their personal contribution totals and overall progress in real time
Distribution map: Track donated supplies from warehouse to beneficiary
Impact map: Display every donation site on a map
Beneficiary Feedback
Video stories: Beneficiary schools and communities provide authentic video feedback
Thank-you wall: Display handwritten thank-you letters from children who benefit
Livestreamed visits: Invite user representatives on regular charity visits and livestream the experience
Third-party Audits
Financial audit: Engage an independent auditor to review the use of charitable funds
Delivery audit: Independent on-site verification of donation delivery
Public reports: Publish quarterly audit reports on the platform
user participation
Donation certificates: Award digital certificates when donation milestones are reached
Charity visit places: Allow users to redeem check-in points for a place on a charity visit
Community-led projects: Let users vote on where a portion of donations goes
Our Vision for the Future
Long-Term Vision
The strategic path from a 180-day MVP to a three-year guardian of national health
Years 2–3: Strategic Expansion
Product Ecosystem
Smart hardware: Launch Yili-branded smart body-fat scales, fitness bands and more
Offline experience stores: Open "Health Experience Centers" in key cities
Enterprise services: Launch a SaaS platform for corporate employee health management
Content as IP
Original programming: Produce "Nutrition Guardians", an original documentary IP
Celebrity endorsement: Sign healthy-lifestyle brand ambassadors
Cross-industry partnerships: Partner with fitness, beauty and other category brands
Elevating Philanthropy
Dedicated foundation: Establish the "Yili Nutrition & Health Foundation"
Long-term programs: Evolve from donations to "nutrition education + health monitoring"
Internationalization: Extend the philanthropy model to Belt and Road countries
Industry Influence
Standard-setting: Help shape industry standards for "household nutrition management"
White paper: Annual "China Household Nutrition & Health Report"
Awards and recognition: Enter CSR (corporate social responsibility) awards
Our Ultimate Vision
Make "Drink Yili, give back, live healthier" an everyday habit
Evolve from "product supplier" to "family nutrition and health partner"
Create significant social value alongside commercial success
Next Step
Next Steps
A complete plan, from immediate actions to long-term follow-through
Immediate Actions (This Week)
- Assemble a core team of 8–10 (product, tech, operations, philanthropy)
- Begin Mini Program prototype design
- Engage registered dietitians
- Define the seed-user recruitment plan
Within 60 Days
- Launch the Mini Program MVP
- Build the dietitian content library (first 20 articles)
- Recruit 1,000 seed users
- Complete the first charitable donation
- Host the first dietitian livestream
Long-Term Follow-Through
- Weekly product iteration meeting
- Monthly KPI review
- Quarterly strategy review
- Semiannual philanthropy audit
Core Belief
When all three come together, users become more than consumers. They practice healthy living and take part in a greater cause
Yili doesn't just sell products. It safeguards the health of every family
