Yuexiu Dairy Enters Premium Milk Market with New Brand Xie Tian Di
By [Your Name], Contributing Writer
November 21, 2024
Yuexiu Dairy, a major player in China’s dairy industry, is making a significant push into the premium milk marketwith the launch of its new brand, Xie Tian Di (谢添地). The brand, whose name translates roughly to bestowed bynature, is accompanied by a high-profile sponsorship of the Hunan TV variety show, Sound Unceasing: Hong Kong Music Season 2. This strategic move signals a broader trend within the Chinese dairy market: a shift towards higher-priced, value-added products targeting increasingly discerning consumers.
Xie Tian Di’s marketing emphasizes the natural origins of its milk, sourced from Guanshan cows grazing in the fertile black soil regions of China. The company highlights therarity and superior nutritional profile of Guanshan milk, emphasizing its high protein content, calcium levels, and presence of osteo-ponectin. Two products have been launched: a Guanshan pure milk and an A2 pure milk. A ten-pack (250ml x 10) ofthe Guanshan milk retails for 128 RMB on Yuexiu’s official online store, while the A2 milk is priced at 78 RMB for a similar pack. This premium pricing reflects the perceived higher quality and nutritional value of the milk.
Chen Jingjing, founder and brand strategyexpert at Jingjie Interactive, explains the market differentiation. Guanshan cows are a high-end breed known for producing rich, nutritious milk in limited quantities. A2 milk, on the other hand, contains only the A2 beta-casein protein, making it potentially easier to digest for those with lactoseintolerance, although not necessarily superior in overall nutritional content. Both Guanshan and A2 milk target the high-end market, Chen notes, but cater to different needs, satisfying consumers seeking both quality and specific flavor profiles.
This strategic move aligns with a global trend of premiumization in the dairy sector. According to Chen, rising health consciousness, increased disposable incomes, and industry innovation are driving the growth of China’s premium dairy market. Consumers are increasingly focused on immunity, gut health, and specific nutritional components, leading to a shift from basic milk to more functional products. The demand for organic dairy products, symbolizing health and environmental consciousness, is also on the rise.
However, Song Liang, an independent dairy industry analyst, offers a more cautious perspective. He argues that the era of high-return, high-investment models in China’s premium dairy market has ended. The current economic climate necessitates a morerefined approach to market expansion. In the face of current economic challenges and consumer restraint, Song explains, launching premium products is a viable strategy. He emphasizes the need for a more sophisticated approach to channel development.
The launch of Xie Tian Di represents a bold move by Yuexiu Dairy to capitalize onthe growing demand for premium dairy products in China. While the long-term success remains to be seen, the brand’s strategic positioning, high-profile marketing, and focus on natural, high-quality ingredients suggest a serious attempt to carve out a significant share of this lucrative market segment. Further analysis will beneeded to assess the long-term impact of this launch and the overall trajectory of the premium dairy market in China.
References:
- Observer.com (观察者网). [Insert original Chinese article link here]
- (Add any other sources used, following a consistent citation style such as APA)
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