Yili Group Zhang Yipeng: Brand is an important support for Chinese enterprises to participate in global competition

At the 8th Finance China V Forum and 2022 Brand Summit held on May 10, Zhang Yipeng, vice president of Yili Group, said that the brand is a comprehensive embodiment of national competitiveness and an important support for Chinese enterprises to participate in global competition.

Zhang Yipeng pointed out that the current mainland economy has entered a new stage of development, and building Chinese brands and enhancing the global influence of Chinese brands is an important goal and pursuit of Chinese enterprises. He believes that under the new development pattern of domestic and international "double circulation", enterprises should always adhere to the consumer-centric, emphasize quality, promote innovation, go abroad, and convey the healthy vitality of Chinese brands to the world.

"Emphasize quality and build a solid brand foundation." Adhere to the original intention of quality in order to create an extraordinary brand. Zhang Yipeng believes that as a health food enterprise, "Yili is quality" is the group's corporate creed, under the guidance of this creed, Yili has been practicing the leading quality strategy and building a solid brand foundation with high-quality products and services.

"Yili has established a strict quality management 'three lines', these three lines refer to our national standard line on the basis of the national standard line, improve the standard of 50% to formulate the enterprise standard line; on the basis of the enterprise standard line, and then increase the standard of 20% to develop the internal control line." Through the three lines of layer checks, to ensure the high quality of the product. Zhang Yipeng said.

Zhang Yipeng said that with the best product quality, Yili's brand reputation has been continuously improved, and has been deeply trusted and recognized by the world's top events such as the Olympic Games and the World Expo, as well as all sectors of society. At the Beijing Winter Olympic and Paralympic Games held this year, Yili, which has been working with the Olympic Games for 17 years, as the only official partner of dairy products, provides high-quality products and systematic services for the majority of Olympic athletes, and once again shows the charm of "Chinese brand" to the world.

"Not long ago, on the occasion of the return of Shenzhou 13 with a good reputation, Yili and Aerospace Science and Technology successfully joined hands and jointly launched the world's first 'Future Dairy Space Laboratory', opening a new situation in which aerospace technology and dairy products and health food promote each other and innovate applications." Zhang Yipeng said that this is also another major move in the company's brand and resource operation after the Olympic Games.

At the same time, Zhang Yipeng also mentioned promoting innovation and stimulating brand vitality. "Consumer-centric is the eternal pursuit of all enterprises. In different periods, consumer needs are constantly changing, and it is necessary to have a deep insight into market trends and use innovation to meet the diversified and personalized needs of consumers. Zhang Yipeng said that over the years, Yili has been adhering to the concept of "no innovation, no future", closely following the consumption upgrade, tackling core technologies, promoting product optimization and upgrading, and continuously improving the reputation and trust of the brand. As of the beginning of December 2021, Yili has ranked among the top dairy companies in the world in terms of the total number of patent applications and invention applications worldwide, becoming a global dairy innovation highland.

"For example, through insight into consumers' diversified needs for nutrition, health, and scenes, Ammusi has created special products such as spoon-eating yogurt and AMX sucrose-free series in goblets, so that the 'old' tradition of yogurt has burst out of 'new' fashion; and Jindian Organic Milk, as an advocate of organic life, not only adds A2β-casein to make the nutritional value higher, but also fills the gap of 'zero carbon milk' and makes the concept of low-carbon life practical." Zhang Yipeng said.

"In the field of infant formula, Yili's pursuit of quality and innovation is demanding. Yili Jin Lingguan through the selection of gold milk source with high-quality milk source, as well as 'whole process traceability', so that every drop of milk powder that the baby enters is the highest quality visible. Zhang Yipeng pointed out that because of this, Jinlingguan has become the first batch of infant formula milk powder brands in the mainland that meet the "new national standard" of milk powder. In 2021, the sales of Jinlingguan have exceeded 10 billion, and the growth rate ranks first in the industry.

In addition, Zhang Yipeng also mentioned going abroad to build a brand highland. "Under the new development pattern, Yili insists on promoting domestic and international double circulation with wisdom and industrial dual integration." Zhang Yipeng said that on the one hand, Yili has strengthened the integration of global wisdom, established and upgraded the European Innovation Center in the Netherlands, and established an integrated base for dairy production and scientific research in New Zealand... At present, Yili has established 15 major innovation centers around the world, and has continued to carry out innovation cooperation in the whole industry chain and achieved fruitful results.

Zhang Yipeng pointed out that Yili has accelerated global industrial integration, gathered global resources to build a world-class brand, and comprehensively improved the synergistic advantages of the "global supply chain network". In 2014, Yili invested in the construction of the world's largest integrated dairy base in New Zealand, the Oceania production base, which set a new record for the scale of investment between China and Singapore. In 2019, after Yili successfully acquired Westland, the second largest dairy company in New Zealand, the cooperation field was extended again. Up to now, Yili's main products have covered five continents and more than 60 countries and regions, and overseas business revenue has continued to rise.

"It can be said that it is Yili that has always adhered to the consumer-centric, emphasized quality, promoted innovation, and gone abroad, which has won the trust and support of the majority of consumers, and has also laid the foundation for Yili to achieve steady growth in performance." Zhang Yipeng said that at the end of last month, Yili released the latest financial report, in the challenging 2021, Yili achieved a total operating income of 110.595 billion yuan, becoming the first cross-100 billion dairy enterprise in Asia, and the new pattern of "one super and many strong" was officially established. At the same time, in the first quarter of 2022, the total operating income reached 31.047 billion yuan and the net profit was 3.508 billion yuan, hitting a record high and achieving a new breakthrough in the Asian dairy industry.

Looking forward to the future, Zhang Yipeng said that Yili will seize the opportunity, give full play to the advantages of both domestic and international markets and two kinds of resources, and make greater contributions to promoting the high-quality development of the industry. Yili is willing to work with the majority of colleagues to move forward hand in hand, so that China's quality can enjoy a global reputation and Chinese brands can shine in the world.

On May 10, "China Brand Day", the 8th Finance China V Forum and 2022 Brand Summit were held online. The conference was hosted by China News Service's financial media, Zhongxin Jingwei, and co-sponsored by the China Industrial Development Promotion Association. The School of Journalism and Communication of Tsinghua University provides academic support, and the Brand Alliance is a co-organizer. Dozens of academic and business people attended the meeting. (Zhongxin Jingwei APP)

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