For the love of legitimacy and the support of esports, Bright Dairy Moslion and EDG team have become partners

In 2023, esports will debut as an official competition for the first time and will soon make its debut at the Hangzhou Asian Games. In traditional events like the Asian Games, esports will undoubtedly receive high attention and ignite a wave of spectators. On September 13th, as the only team of LPL to achieve a full championship in League of Legends, EDG officially celebrated its 10th anniversary. As the city's business card of Shanghai, the "e-sports capital," century old dairy company Guangming Dairy also officially announced on that day that its Moslion and EDG teams have become partners and will work together, carrying the passionate dreams of young people, to assist in e-sports and uphold the name of love.

For the sake of love and righteousness, the "Hero's Arrival Hot Blood Bottle" series products have been launched with a new launch

EDG team is a traditional esports team of LPL, and one of the most influential teams. Over the past decade, EDG has won world-class championships, including the S11 Global Finals, carrying countless honors and passions. Just like EDG for Chinese esports, as the pioneer brand of room temperature yogurt in China, Moslion has always been striving to promote youth culture, focusing on the young population, relying on persistence in ensuring quality, and building a brand with love. After partnering with the EDG team in League of Legends competitions and League of Legends IP, Moslion has officially become a partner of the LPL team.

As a partner, Moslion will officially embark on a new stage of brand marketing journey with the theme and slogan of "Defending the Name for Love". "To love and correct oneself" represents the perseverance of esports since entering Asia, the perseverance in breaking through the ups and downs of results, and the original intention to support athletes in pursuing their dreams. The collaboration with EDG allows Moslion to truly interpret "love" from the perspective of team enthusiasts and esports enthusiasts. This time, the EDG team will send out meritorious players Meiko and Jiejie to compete. For esports players, League of Legends is no longer just a representation of personal love and dreams, but also a supreme honor that can bring glory to the country. For the entire esports industry, this is also a milestone in its development, representing recognition from all sectors of society. As a participant and witness of the development of Chinese esports, Moslion will provide full support to the Chinese esports and EDG teams, focusing on Meiko and Jiejie, and through a series of theme speeches and brand activities, working together with summoners to uphold their love for the game.

On the occasion of this collaboration, Mosley Safety has launched a new series of products called "Heroes on the Stage Hot Blood Bottles", which design the characters in League of Legends games according to their functions as product highlights. The bottle text represents the different game styles of each summoner, allowing consumers to gain a sense of recognition when purchasing and a more immersive feeling when drinking. Combining the communication theme of "Love for Name", we aim to encourage consumers to return to their love for the game itself. Through joint efforts with the EDG team, we will conduct multi-dimensional product promotion and brand marketing during the Asian Games, conveying Moslion's love attitude and passionate emotions for new products to all sectors of society, and calling on all summoners to join the Chinese team in "heroic appearances".

Cross border collaboration for self breakthrough, creating a younger and more confident brand attitude

As a leader in the room temperature yogurt category, Moslion not only leads the consumption upgrade from the room temperature lactic acid bacteria category to the room temperature yogurt category, but also provides more drinking scenarios for consumers. The personalization of young people nowadays is very obvious, full of curiosity and exploratory spirit towards all new things. A single healthy dairy beverage can no longer meet their needs, and they need more freedom and diversified consumption choices. As a brand image of Bright Dairy's youthfulness strategy, Moslian's brand's path towards youthfulness is not simply catering, but becoming a partner in exploring new things with the young community. Moslion has a long-standing relationship with the e-sports strategic alliance. Since 2020, Moslian has officially partnered with the League of Legends professional league to actively engage in the development and construction of the esports industry, insisting on exploring the true demands of the esports crowd. In 2023, by combining League of Legends events with IP and stacking core team resources, integrating marketing to focus on the core Z era group, fully empowering the IP ecosystem, effectively enhancing brand exposure, and achieving the goal of brand youthfulness. The cross-border cooperation between Moslion and e-sports not only breaks the dimensional barrier between traditional brands and super IPs, but also brings new vitality to the Guangming brand. At the same time, the vitality, perseverance, and enterprising spirit conveyed in the spirit of esports also demonstrate the brand image of Guangming Dairy in its century long development.

As the core brand and representative brand of Guangming Dairy's youthfulness strategy, Moslion not only continuously challenges and achieves self breakthroughs on the road of brand youthfulness upgrading, but also spreads a younger brand attitude to consumers; On the path of spreading traditional Chinese culture, it also plays the rightful role of a century old state-owned enterprise. Moslion is the first brand of room temperature yogurt in China. As early as 15 years ago, Bright Dairy paid attention to the famous "Moslion" village for yogurt and longevity, introduced local active bacterial strains into the Chinese market, and created "Moslion" as a high-end domestic yogurt brand, bringing consumers a mellow and delicious Moslion yogurt and a healthy and long-lasting quality of life concept. Not long ago, the 6th Moslian Bulgaria International Yogurt Culture Festival of Guangming Dairy has just come to an end. Guangming Dairy has brought the villagers of Moslian Village and tourists participating in the Yogurt Culture Festival with a unique Eastern charm, including Hanfu Chinese style dance, 6 traditional velvet hairpins made with traditional techniques, and delicious dishes made on-site by Chinese consumers that are suitable for pairing with yogurt, showcasing the charm of Chinese culture in all aspects. Guangming Dairy serves as a friendly ambassador for the people of China and Bulgaria through Mosley, and through activities such as the Yogurt Culture Festival, allows the unique cultures of China and Bulgaria to shine and flourish on a broader stage.

With the changes of the times, young people have become the main force in the market. The trend of younger consumer groups and changes in the consumption environment, from trend followers to trend creators, Guangming Dairy considers the consumption needs of young people from the perspective of young people, immerses itself in consumption scenarios, and provides better experiences for more precise goals. Against the backdrop of high-quality development of the Guangming brand, innovating marketing methods and launching a brand upgrade battle have become a new path for dairy enterprises to achieve self breakthrough and transcendence.