In recent years, goat milk has been favored by more and more consumers by virtue of its natural advantages such as "good digestion and easy absorption, rich nutrition and low allergenicity", and the goat milk market has formed a scale of 10 billion. The huge market prospect attracts gold diggers from all walks of life, and the brand competition is becoming more and more fierce.
In the context of the overall pressure of the industry, Jiabei Aite has won the status of "the world's first goat milk brand". It is not difficult to find that its strategic layout has maintained strong development in terms of upstream supply, product research and development and brand building. In the future, under the strategic traction of Ausnutria, Jiabei Aite will continue to lead the high-quality and rapid development of the goat milk industry as a "leader".
Ranking first in the world as the world's No. 1 brand of goat milk, Jiabei Aite has been certified as a "double material".
It is reported that on April 8, the world's leading consumer research and retail monitoring company "NielsenIQ" (NielsenIQ) data showed that in 2023, the sales volume and sales share of Ausnutria's goat milk powder brand Jiabei Aite in China's imported infant and toddler goat milk powder market will reach 79.1% and 78% respectively; Sullivan) has been certified by market research: in 2023, the sales volume and sales volume of Jiabei Aite goat milk powder will rank first in the world.
So far, Jiabei Aite has been importing more than 6% of the market share of infant and toddler goat milk powder in China for 6 consecutive years, and continues to rank first in the global goat milk powder market in terms of sales volume and sales, which fully confirms the continuous and stable market position of Jiabei Aite as the "No. 1 brand of goat milk in the world".
Achieving such outstanding results is inseparable from the forward-looking core strategy of Jiabei Aite in the early years. At a time when a large number of dairy companies are still "rolling up and dying" in the milk powder track, Jiabei Aite has taken a step forward through the differentiated development strategy of Ausnutria and entered the goat milk powder track in the Chinese market as early as possible. In 2011, Ausnutria established the development path of "goat milk powder as a breakthrough", and officially introduced Jiabei Aite to the Chinese market through the acquisition of Hypnokai Group, a century-old dairy company in the Netherlands.
Of course, taking this forward-looking step is inseparable from the long-term insight into the needs of Chinese mothers and infant families behind the company, as well as the accumulation of brand advantages.
"Time is the best touchstone", Ausnutria's seemingly bold step has been verified today. It is reported that in 2023, Jiabei Aite will achieve revenue of RMB 3.283 billion, with a revenue increase of 44.7% in overseas markets, firmly occupying the throne of "the world's No. 1 goat milk brand". Today's rapid growth of the goat milk market once again confirms the success of the differentiated strategy customized by Jiabei Aite.
At present, the overall market growth of infant formula has slowed down, but the growth of goat milk powder in sub-categories has shown a strong trend. 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 increment of more than 25% since 2013, and it is expected that by 2030, the market size will expand to nearly 30 billion yuan with the strong support of consumption trends and national policies.
With the deepening of the concept of scientific parenting and refined feeding, the new generation of consumers pay more and more attention to the quality of milk powder. Goat milk has gained wider recognition because of its advantages of "rich nutrition, better digestion and absorption, and lower sensitivity". More and more new generation mothers are beginning to pay attention to and choose goat milk powder for their babies. The big data of "Babytree" also shows that in the past three years, the exponential growth rate of the voice of users discussing goat milk powder on the Babytree platform has increased by 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.
The consumption trend is improving, and national policies are also vigorously supporting. The State Council has issued relevant policy documents, clearly pointing out that "no enterprise shall use raw milk (powder) other than cow and goat milk (powder) to produce infant formula milk powder", which has laid the foundation for goat milk powder to open up the market situation and move towards the "mainstream" market. With the implementation of a series of policies such as the new national standard and labeling specifications, the chaos in the goat milk market in the past will be effectively purified, and the goat milk market will be promoted to develop in the direction of standardization and standardization.
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 achieved leapfrog development from 0 to 1 and gradually become the "leader" of goat milk. Nowadays, under the good situation of the industry trend, Jiabei Aite will "ride the wind" and lead the vigorous development of the industry.
The comprehensive strength is multi-dimensional and consolidated, and Jiabei Aite leads the development of the industry
But in fact, entering the goat milk powder track "one step ahead" is only the first step to win the battlefield, and the all-round construction of comprehensive strength in the later stage is also crucial.
In 2021, Yili strategically invested in Ausnutria, and the two parties further clarified the strategic position of Jiabei Aite, with the strategic goal of "building 10 billion Jiabei", fully coordinated in upstream supply, product research and development, and brand building, so as to consolidate the competitive advantage of Jiabei Aite as the "No. 1 brand of goat milk in the world" in an all-round way.
In terms of upstream supply, thanks to the 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 of Jiabei Aite goat milk powder and the freshness of imported products 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 also 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. After the product was launched, it became a hit and became another star product in the goat milk powder track.
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 will be 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 consumers' 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 the brand voice and search popularity of Jiabei Aite 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.
In addition, while maintaining its own steady development, Jiabei Aite is also embracing the industry and actively assuming the responsibility of the "leader" of the market. In 2023, Jiabei Aite will hold the "Goat Milk Sub-forum" at the 14th Asian Nutrition Conference, which will unite the advantages of the Chinese Nutrition Society and domestic and foreign experts to popularize the advantages of goat milk in terms of rich nutrition and better digestion of goat milk protein, expand the influence of goat milk in the international professional field, and enhance consumers' awareness of the advantages of goat milk.
Regarding the brand's continued ranking first in sales and sales of goat milk powder in the global goat milk powder market, the relevant personnel of Jiabei Aite said: "Under the strategic traction of Ausnutria, Jiabei Aite will continue to lead the high-quality development of the industry as a "leader", nourish every family with better goat milk, and contribute to the construction of a healthy China!"
Jiabei Aite, which has the strength of product improvement, actively empowers channels and continues to build brand power, has consolidated its position as "the world's No. 1 goat milk brand" with real skills.