1. China embraced 2018 Spring Festival Travel Rush as over 2.97 billion trips was made. Most passengers were migratory birds, wandering in the strange land, thousands of miles away from hometown.

2. Chinese New Year, a heartwarming time for migrant people to reunion with family, put huge pressure on pure milk market. The figure showed that more people preferred to buy premium milk products for the festival. Thus pure milk sales declined rather than rising. More seriously, the overdose during the season led to a sales slump in the following two months.

Early before the New Year transport season, Nest Compass was officially launched accompanied by Baidu Map APP. By entering home address, and turning your body around, the Compass could display the direction of home and the distance away from home. To reach more target audience, H5 Page, WeChat Mini Program and entity version Compass were launched one after another.

With a "Bring Love back Home First" program,consumers can spend the distance in Nest Compass as the purchase discount. Mengniu supply chain across the country ensured the most rapid goods delivery, carrying with desirous gift for parents.

After Chinese New Year, Nest Compass reminded people that "Don’t just let love stay at Spring Festival". People could exchange the distance away home into long term free coupons. Allying with "Regular Monthly Subscription" event, Mengniu successfully solved the sales turndown in the following two months.