"Is dairy placed in the refrigerated cabinet necessarily truly fresh dairy?" "Some products have a shelf life of over 20 days and deliberately use transparent soft packaging as a gimmick to attract consumers' attention. These so-called 'internet-famous fresh milk' are actually a step backward in history!"...... On April 23, at the "Fresh New Rise" Bright Fresh Category New Product Launch held at the Shanghai Pudong Financial Information Center, Bright Dairy's chairman Pu Shaohua and vice president Luo Hai publicly criticized the "fake fresh milk" chaos in the market, directly pointing out: These are misleading consumers' understanding of high-quality fresh milk! We have an obligation to inform the public what truly good fresh milk is! At a time when some companies are solely profit-driven, the chairman and vice president of Bright Dairy are the first to dare to speak out so publicly—admirable and awe-inspiring! Bright Dairy's Boss Slams 'Fake Fresh Milk' A product that is clearly ultra-high-temperature sterilized milk is sold in refrigerated cabinets under the banner of "returning to the original taste of fresh milk," making consumers mistakenly believe it is "fresh milk." Another product, a flavored milk with a shelf life of over 20 days, is touted as fresh milk... Many consumers likely encounter such situations when buying milk. Although industry experts have been tirelessly advocating that better milk should be pasteurized fresh milk, which uses lower sterilization temperatures to retain more active substances and thus has a short shelf life of 7 days and requires refrigerated sales, our previous investigations (as reported by Hushu Youli) found that some companies, for their own interests, mislead consumers by using high-temperature sterilization, losing more active substances in milk, yet still selling it in refrigerated cabinets as "fresh milk." Regarding such chaos in the industry, no domestic dairy company has ever dared to publicly question it in front of the media. But today, Bright Dairy's chairman Pu Shaohua was the first to publicly state: As the topic of freshness becomes increasingly hot, we feel that consumers' willingness to buy fresh products is rapidly increasing, and they prefer dairy products from refrigerated cabinets. "But is dairy in refrigerated cabinets truly fresh dairy?" Pu Shaohua directly said: Actually, it's not. Behind this is a mismatch between consumer willingness and 'freshness' education, leaving many consumers unable to distinguish true 'fresh' quality. Bright Dairy's vice president Luo Hai was even more straightforward: Currently, there are some refrigerated milk products sold in supermarkets with shelf lives exceeding 20 days, and some even use transparent soft packaging as a gimmick to attract consumers. These so-called 'internet-famous fresh milk' are a step backward in history and mislead consumers' understanding of high-quality fresh milk! Awe-inspiring! We must give a thumbs up! Some 'little white milk' products with transparent packaging, masquerading as 'fresh milk,' have fooled consumers and even become internet-famous. What's more shocking is that many well-known large companies, seeing others profiting from this, not only fail to uphold the industry's positive development but also follow suit, driven by profit! Here, Hushu Youli will not name names! It's worth noting that as a fresh milk giant, Bright Dairy has always adhered to its principles and never launched any 'little white milk' products! At the launch event, Xu Jinxi, a national first-level public nutritionist and specially invited lecturer of the Nutrition Alliance, also reminded consumers: To distinguish truly fresh dairy, one must differentiate it from room-temperature milk that 'hides' in refrigerated cabinets! Fresh Milk Leader Explains the 'Leading Fresh' Secret: 4°C 7 Days So, what exactly is truly good 'fresh milk'? "Whenever someone asks me, if I were to put it simply, I would ask them: Among products with shelf lives of 7 days, 15 days, and 28 days, which do you think is fresher?" Pu Shaohua said in an exclusive interview with media and KOLs including Hushu Youli. Bright Dairy has gone from delivering milk to consumers' doorsteps for decades to achieving the number one share in the national fresh milk market; from leading Youbei into the 75°C sterilization era, retaining more freshness, Bright has always insisted on providing consumers with '4°C 7 days' fresh milk, locking in more nutrition. "As a leading brand in China's fresh milk market, we have the obligation and responsibility to tell consumers what truly good fresh milk is," Bright's vice president Luo Hai said assertively: Using high-quality milk sources, pasteurized at 75°C, refrigerated at 4°C for 7 days in the dark, retaining more fresh nutrients—this is the standard for truly good fresh milk. What does '4°C 7 days' mean? Luo Hai explained: The so-called 4°C represents the cold chain. To ensure the quality of fresh milk and its active nutrients, because of the 'fresh' in fresh milk, a high-standard cold chain transportation is required. Bright's fresh products depart from the factory, transported by a five-star cold chain throughout, with GPS real-time temperature control ensuring a 4°C refrigerated transport temperature. Notably, Bright's Lingxian Logistics is the only five-star cold chain logistics enterprise in the domestic dairy industry. As for '7 days,' Luo Hai pointed out that it represents the best time to drink fresh milk within 7 days, avoiding the destruction of fresh nutrients over time. The shorter the time from pasture to table, and the shorter the shelf life of refrigerated fresh milk, the better the fresh milk. Previously, Hushu Youli has reported numerous times that compared to room-temperature milk, low-temperature pasteurized fresh milk is more nutritious and has higher active substances. However, due to cold chain limitations, room-temperature milk also has its market in China. But if you want to drink higher-quality milk, pasteurized fresh milk should be your first choice. In fact, all nine of Bright Dairy's pasteurized milk factories have passed the national high-quality milk project acceptance. Moreover, Hushu Youli has learned that on the basis of the high-quality milk project requirements, Bright Dairy has also proactively challenged industry high standards and difficulties, innovating and breaking through on the original 85°C sterilization basis, successfully achieving 75°C sterilization for all its fresh milk, ushering in the 75°C fresh era. The latest Nielsen data disclosed at today's launch event also shows that Bright Dairy's share in the Chinese fresh milk market has reached 40%, far exceeding the combined share of the next three companies in the fresh milk market. Continuing to 'Lead Fresh' with Heavyweight New 'Fresh' Products Although high-temperature sterilized room-temperature milk still holds a larger share in the Chinese market, the sales growth of liquid refrigerated milk is significantly higher than that of room-temperature milk. Today, Li Meng, Research Director for China Consumer Insights at Mintel Information Consulting (Shanghai) Co., Ltd., released the "China Liquid Milk Trends" report at the event, pointing out that from 2017 to 2018, the sales growth rate of low-temperature liquid milk in China was 10.8%, while room-temperature milk was only 3.4%. Luo Hai also "spoiled" two upcoming new products at the event: Rushi High Protein and Bright Zhiyou Premium Fresh Milk. Bright Rushi pioneered the no-additive yogurt category in the industry, and the upcoming new product will contain more than 10g of milk protein per cup for a health upgrade; the high-end fresh milk brand—Zhiyou Fresh Milk—will soon be upgraded to launch Jersey cow milk, a rare breed from the UK, for a quality upgrade. "Consumers' pursuit of freshness will drive product premiumization. Bright Dairy's 'fresh' first move, following the trend, is commendable and worth anticipating," said Li Meng, Research Director for China Consumer Insights at Mintel Information Consulting (Shanghai) Co., Ltd. "With the further improvement of cold chain transportation in the future, consumers' requirements for milk quality will increase, especially the pursuit of freshness. China's low-temperature liquid milk will definitely be the main driver of future liquid milk market growth." Source: Hushu Youli (ID: hushuoyouli8) Tips will be paid 400-2000 yuan once adopted. China FMCG + Internet Professional New Media Committed to FMCG manufacturer and distributor transformation and channel digital solutions