Original title: Ranking first in the global goat milk powder market in terms of sales volume and sales!
Under the in-depth spread of the concept of "fine feeding", digestive problems such as bloating and hard poop have become the "top priority" of more and more Chinese maternal and infant families. In this context, goat milk powder, which naturally has the advantages of smaller protein particles, lower risk of allergies, and easier digestion and absorption for babies, has accelerated the release of its category dividends, and a number of well-known brands with excellent quality and strong strength have emerged.
According to Frost & Sullivan's market research certification, the sales volume and sales volume of Jiabei Aite goat milk powder in 2023 will rank first in the world, and the latest data from NielsenIQ, which is also a global authoritative industry research institution, also shows that in 2023, the sales volume and sales share of Ausnutria's goat milk powder brand Jiabei Aite in China's imported infant goat milk powder market will be as high as 79.1% and 78% respectively.
Accordingly, Jiabei Aite has completed more than 6% of the market share in China's imported infant and young child goat milk powder market for 6 consecutive years, and continues to rank first in the global goat milk powder market sales and sales.
Group strategic traction
"The world's No. 1 goat milk brand" is stable and far-reaching
Jiabei Aite has been firmly ranked as the "No. 1 brand of goat milk in the world" for many years, which is inseparable from Ausnutria's determination to adhere to the differentiated development strategy and carry out goat milk to the end for many years, and also benefits from the synergistic empowerment of Ausnutria and Yili Group, the controlling shareholder.
In 2011, under the background of saturation of the milk powder market competition, Ausnutria established the development path of "goat milk powder as a breakthrough", and officially introduced Jiabei Aite into the Chinese market through the acquisition of Hypnokai Group, a century-old dairy company in the Netherlands. For more than ten years, Jiabei Aite has gained the recognition and trust of consumers by virtue of its advantages of high-quality milk source, scientific formula, good absorption and better nutrition, and has realized the leapfrog development from 0 to 1 and transformed into the "leader" of goat milk.
In 2021, after Yili strategically invested in Ausnutria, the two parties further clarified the strategic position of Jiabei Aite, with the strategic goal of "building 10 billion Jiabei", and fully coordinated in upstream supply, product research and development, and brand building. According to the group's latest financial report data, in 2023, Jiabei Aite will achieve revenue of RMB 3.283 billion, with a revenue increase of 44.7% in overseas markets, continuing to maintain a significant advantage in leading the development of the goat milk powder market.
Multi-dimensional consolidation of comprehensive strength
Jiabei Aite bravely took on the burden of "leader".
In the face of increasingly fierce market competition, only by continuously strengthening comprehensive strength can we better meet consumer needs. Under the collaborative empowerment of Yili and Ausnutria, in 2023, Jiabei Aite will focus on upstream supply, product research and development, brand building and other dimensions, and continue to consolidate the comprehensive competitiveness of the brand.
In terms of upstream supply, thanks to positive factors such as Ausnutria's comprehensive overall planning of global factories, comprehensive fast release of Dutch products, and compression of rail transportation cycle, the global production efficiency and freshness of imported products of Jiabei Aite goat milk powder have been further improved, and the Moon factory in the Netherlands, which has completed the main construction and will be officially put into operation in 2024, will further consolidate the global supply capacity of Jiabei Aite.
In terms of product research and development, in 2023, Jiabei Aite will launch a new infant formula product "Jiabei Aite Yuehu", which focuses on absorption and immune nutrition, which has been highly recognized by partners and consumers. In addition, Jiabei Aite Infant Formula Goat Milk Powder (0-12 months), which has been verified by 10 years of scientific research, has also officially passed the review of the U.S. Food and Drug Administration (FDA) in July 2023, becoming the world's first infant formula goat milk powder that meets FDA nutrition and safety requirements, and the product has been marketed in the United States in early 2024. At present, Jiabei Aite has created a product matrix to meet the nutritional needs of all ages, and is the most complete and largest goat milk powder brand, and its products are sold well in more than 60 countries and regions around the world.
In terms of brand building, Jiabei Aite has always adhered to the consumer-centric, actively interacted with consumers, and won the favor and trust of consumers. Focusing on the three major scenarios of consumer work, life and entertainment, Jiabei Aite achieves tens of billions of exposure of brands and products every year through the combination of online popular TV dramas, offline elevators and business district advertisements, while on social media platforms with high consumer activity such as Douyin, Xiaohongshu and Muzhui, it continues to spread the nutritional value of goat milk through expert interpretation and expert tasting, and its brand voice and search popularity have always ranked first among goat milk powder brands. According to the research data of the "2024 White Paper on Milk Powder Feeding for the New Generation of Mothers" released by "Babytree", a parenting community where maternal and infant users are active, Jiabei Aite ranks first in the recognition of goat milk powder brands.
While maintaining its own steady development, Jiabei Aite embraces the industry and actively assumes the responsibility of "leader". In 2023, Jiabei Aite will hold the "Goat Milk Sub-forum" at the 14th Asian Nutrition Conference, which will combine the advantages of the Chinese Nutrition Society and domestic and foreign experts to popularize the advantages of goat milk nutrition and better digestion of goat milk protein, expand the influence of goat milk in the international professional field, and further enhance consumers' awareness of the advantages of goat milk.
Policy + demand are both positive
The future of the goat milk powder industry is promising
Despite the slowdown in the growth of the broader market, the goat milk powder category still shows a fairly strong growth momentum. According to the "Research on the Development of China's Goat Milk Powder Industry II" released by the Food and Drug Industry Development and Supervision Research Center of the Institute of Industry and Economics of the Chinese Academy of Social Sciences, China's goat milk powder market has maintained an annual market increase of more than 25% since 2013, and is expected to expand to nearly 30 billion yuan in 2030.
At the same time, with the continuous upgrading of consumers' scientific parenting and refined feeding concepts, goat milk has been recognized by more and more new generations of maternal and infant families. The big data of "Babytree" also shows that in the past three years, the exponential growth rate of the voice of users on the Babytree platform discussing goat milk powder has been more than 60%, and the discussion of goat milk powder among the mother and infant population represented by the new generation of mothers has continued to heat up. Under the dual benefits of national policies and consumption trends, the future of the goat milk powder industry is promising.
The "double certification" from NielsenIQ and Frost & Sullivan not only demonstrates the continuous and stable status of Jiabei Aite as the "No. 1 brand of goat milk in the world", but also a strong proof of consumers' love and trust for Jiabei Aite goat milk powder. It is foreseeable that under the strategic traction of Ausnutria, Jiabei Aite will continue to implement the brand concept of "nourishing every family with better goat milk", continue to make breakthroughs and innovations with the responsibility and responsibility of "leader", and lead the high-quality development of the industry.