Zhou Longqing’s earlier career work · Not a current SimpleMkt client project
Mengniu: Dairy Audience Segmentation
View original slides in Chinese ↓The brief
Mengniu's dairy business needed a practical way to identify valuable consumer groups and translate that understanding into audience operations and media planning. The source analysis covered May 2021–May 2022.
The starting point was 96 consumer segments, defined by gender, monthly spending, age and city tier. That level of fragmentation made it difficult to set clear priorities for individual sub-brands.
Zhou Longqing contributed to data cleaning, data mining, audience clustering and multidimensional target-audience profiles.
A three-step method
1. Cluster the initial segments
The work used Python and hierarchical clustering to combine the 96 segments into a more manageable set of groups. The documented analysis describes 15 clusters before the final prioritization step.
2. Identify priority audiences
Audience share, growth and browsing-to-purchase conversion helped distinguish attractive groups from lower-priority ones. The process retained ten core target-audience groups.
Those groups were also organized into three spending tiers: value-conscious consumers, middle-income consumers and consumers seeking premium quality. This supported different approaches across Mengniu's sub-brands.
3. Build useful profiles
Each priority audience was described through three perspectives: basic demographics, dairy consumption preferences and interests in other categories. The output included combinations of targeting tags alongside the written profiles, connecting the analysis with practical media decisions.
Analysis outputs
The source reports a combined audience of 51.6 million across the ten selected groups, representing 78.9% of the dairy category audience. It also records a 79.0% share for the selected target audiences within Mengniu's audience.
The main deliverables were the segmentation framework, prioritized audience groups, detailed profiles and targeting-tag combinations. These are analysis outputs and audience-coverage figures; the source does not present them as incremental campaign sales.
Original project slides
These slides are from the original Chinese presentation. The English overview above explains the brief, approach and project figures.
