In April, under the influence of the epidemic, all walks of life in the country were affected to varying degrees, and the same was true for dairy products. But on April 11, Junlebao Dairy Group released a thank-you letter from Chairman and President Wei Lihua to partners, which was originally a common practice, but the content of this letter has aroused the attention of the industry.
In the letter, Wei Lihua revealed that although the overall growth of the yogurt industry has encountered obstacles and the impact of the epidemic, the sales of Junlebao Jane Alcohol Yogurt in the first quarter have increased by 113.8% against the trend, and the market advantage has been further expanded, so on behalf of the Group, he expressed his gratitude to the majority of partners.
In the letter, Wei Lihua shared the reasons for the growth of simple alcohol yogurt, he believes that Junlebao began to deepen the yogurt category in 1995, and took scientific and technological research and development as the primary factor driving development, and the company has a long-term accumulation in strain research, product development, quality management and process technology, etc., to develop a series of star products, and jane alcohol is also one of the representative works.
"As a core product to focus on, Junlebao also has a clear positioning and market planning for the Jane Alcohol brand." In the letter, Wei Lihua mentioned that simple alcohol yogurt is a heavy product launched by Junlebao in-depth study of consumption trends, after a large number of scientific research and innovation, as the leader of the domestic 0-added sucrose category, the market share is far ahead.
There are many reasons why this thank-you letter shocked the industry, one of which is that the overall growth of the yogurt industry has been hindered, but the sales of jane alcohol yogurt in the first quarter have increased by 113.8% year-on-year.
After the epidemic in 2020, domestic dairy consumption ushered in a wave of small peaks, but the growth mainly came from basic and high-end white milk products, and yogurt is one of the few categories in the dairy industry that continues to decline. In the eyes of the outside world, this may be related to the change in consumption scenarios and consumption habits under the epidemic.
Junlebao's jane alcohol series products have been highly welcomed by the market since they were listed in 2017, and the current market has been relatively mature, not a low-base brand; and since February this year, after a new round of domestic epidemic outbreaks, various places have adopted a strict epidemic prevention and control system, and there are also no small obstacles to the sales of low-temperature yogurt. Therefore, in the case of high base in the past, jane alcohol yogurt can still achieve 113.8% growth in the first quarter, which does exceed market expectations.
However, this is not surprising for Junlebao.
Many consumers may have an impression of Junlebao more in the domestic good milk powder, but in fact, Junlebao has always been an industry leader in the field of yogurt, such as the red date yogurt, "rising cheese" cheese yogurt, pure yogurt on the market in the past few years, all from the hands of Junlebao.
This also confirms Junlebao's deep product strength accumulation. Junlebao has 27 years of experience in yogurt R&D and production, pioneering the "whole industry chain integration" model, and realizing its own controllability of key links such as pasture planting, dairy farming, production and processing to ensure the safety and reassurance of products. At the same time, it takes the lead in building a "five world-class" model in the industry, and creates world-class quality of products with world-class research and development, world-class advanced farms, world-class leading factories, world-class suppliers and world-class food safety management system.
At the same time, in the thank-you letter, Wei Lihua also revealed Junlebao's new thinking and new direction in the yogurt industry - to further promote the health and functionalization of products.
Wei Lihua, Chairman and President of Junlebao Dairy Group
For a long time in the past, the innovation of domestic yogurt products was more focused on taste and packaging, which was also the main competitive model of the yogurt industry at that time, but this model slowly encountered a ceiling.
Today, the simple alcohol listed in 2017 is an exploration of Junlebao's innovation in healthy and functional products. After the epidemic, the high attention of domestic consumers to health has led to a surge in demand for dairy products in the market, with products with health and functional attributes growing faster, as evidenced by the hot sales of jane alcohol.
In the letter, Wei Lihua also announced junlebao's new progress in this field, and at present, 9 products of the full range of simple alcohol have obtained the real quality certification certificate of low GI food.
GI is also known as food glycemic index, low GI diet for sugar control, prolong satiety and reduce the risk of some diseases, etc. are helpful, and low GI is also one of the mainstream directions in the new round of food health innovation.
Wei Lihua also has a longer-term plan, he said that after the Junlebao Dairy Research Institute with a total investment of 500 million yuan was put into use, Junlebao's research and development capabilities are still improving, which can fully support the demand for product innovation. At the same time, the company will increase resource investment, maintain the first key market publicity volume, increase outdoor media penetration in key cities, ensure the rapid increase of the market share of simple alcohol yogurt, and achieve the goal of Junlebao becoming the first brand of low-temperature yogurt.
Becoming a representative brand of low-temperature yogurt is not an easy goal in today's competitive market environment, but in the new consumption era, consumers' recognition of products and brands exceeds the restrictions of geography and channels, and also allows companies that really do a good job of products to have greater growth opportunities. Junlebao currently has the advantages of the whole industry chain layout, R & D innovation and deep insight into the market, and believes that it may not be too far from achieving this goal.