In 2021, Mengniu seized the development opportunities in the dairy product industry through continuous product innovations and upgrades, rebranding efforts, and expanding online and offline channels for omnichannel development, leading to revenue growth that once again exceeded expectations. For the year ended
2021 also marked the commencement of the Group's five-year strategic plan, "Creating a New Mengniu", which is of great importance to its future. While the prolonged COVID-19 epidemic continued to impact the global economy adversely, Mengniu delivered remarkable results and achieved steady overall revenue growth due to a combination of effective epidemic control in
In 2021, the Group continued to drive product innovation, brand elevations, and channel expansion for the room temperature, chilled, and fresh milk businesses, leading to revenue growth of 12.9% from the same period last year to
High-End Room Temperature Brands Accelerated Faster Than the Industry
Benefiting from the diversified demand of consumers, Mengniu's room temperature product business continued to innovate throughout the year with product upgrades, branding enhancements, strengthened sales channels, and an improving supply chain foundation. The segment recorded five straight years of strong double-digit growth, resulting in a continued increase in market share. In particular, the growth of Milk Deluxe and Mengniu pure milk products was significantly higher than the industry. Since its establishment in 2005, Milk Deluxe has continuously focused on innovation and product upgrades, brand building, and "better" communication with consumers. It now is the first individual product in the global dairy industry with sales exceeding
Innovative Chilled Products and Ice Cream Businesses Outperformed the Market
Mengniu's chilled product business continued to record volume growth, outperforming the market significantly and expanding its leadership position during the year. The chilled products segment has ranked first in the industry for seventeen consecutive years in terms of market share. In 2021, the Group took advantage of the rapidly growing zero-sugar product category supported by the "Three Reductions & Three Kinds of Health" campaigns launched by the Chinese government, and met the growing demand for lower sugar intake of consumers by introducing the Champion zero sucrose and sugar-reduced product. In addition, Yoyi C launched a new reduced-sugar product and a new zero sucrose product. At the end of the year, Yoyi C also launched a probiotic powder product with 100 billion high compound probiotics setting a new industry benchmark. During the year, the Champion and Yoyi C brands were further heightened through product and sales enhancement. With respect to sales channels, Mengniu explored and expanded new sales models and channels proactively. The chilled product business unit collaborated with
As the consumption upgrade trend continues, innovation of ice cream products has leaned towards more high-end, healthy, and trendy products. The rapid growth of in-home consumption of ice cream products and the e-commerce and new retail channels further promoted the growth of ice cream products. In 2021, the entire product lines of brands such as Suibian, Mood for Green, and Deluxe were modernized and renewed. The Group accelerated the development of new retail channels through deep channel cultivation, further expanding network coverage and strengthening sales terminal control, driving strong growth in the ice cream business. To accelerate the business expansion in the Southeast Asian market, the Group acquired Aice, a leading ice-cream brand in
Fresh Milk and Cheese Businesses Maintained High Growth Momentum
The fresh milk industry maintained rapid growth in 2021, leading the overall liquid milk industry. Mengniu's fresh milk business has been developing strongly by improving the "freshness" in all stages of the supply chain from the meadows, R&D, processing, logistics to cold chain distribution. The segment also continues to benefit from its solid execution of strategies such as reinforcing its brand, expanding sales channels, and enhancing its supply chain deployment. Mengniu has driven rapid revenue growth of its dual-core brands Shiny Meadow and
In 2021, grasping the growth opportunities in the cheese industry, the Group focused on children's cheese sticks, cheese snacks, cheese, and butter for family consumption, and provided dairy product solutions to customers in the foodservice channel. By exploring new consumption scenarios, the cheese business grew rapidly in both the retail and foodservice sectors. On
Accelerated the Development of New Segments in the Milk Formula Business
For the milk formula business, Yashili, the domestic milk formula platform of the Group, introduced a variety of adult functional milk powder products and expanded the coverage of functional products, focusing on high-end development and accelerating the development of new market segments. In addition, the existing infant formula products were continuously upgraded to refresh brand images, whilst Bellamy's adhered to its brand positioning of "True Organic". Through market segmentation and expansion of sales channels, the revenue from the milk formula business increased by 8.2% from last year to
Proactively Fulfill Social Responsibilities to Lead A Green Transformation and Create A Net-Zero Emission Future
Over the years, Mengniu has been highly proactive in fulfilling social responsibilities to create a more responsible Mengniu. The Group's efforts have been highly recognized through numerous awards, including the "
In line with the sustainable development goal of the
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