On April 18, international authoritative research firm Frost & Sullivan certified that in 2020, Feihe ranked first in sales in Beijing's infant formula market. Frost & Sullivan certified that in 2020, Feihe ranked first in sales in Beijing's infant formula market Industry experts believe this achievement is of great significance for domestic milk powder. First, Beijing is the political and cultural center of the country, with high consumption levels and highly educated residents, who have higher demands for quality. Public data shows that in 2019, Beijing's population with college degrees or above exceeded 50% of the total population, and those with bachelor's degrees or above accounted for over 35%, ranking first among China's 31 provinces, autonomous regions, and municipalities. They have clearer discernment, and it is difficult to impress them with mere "brainless" brand promotion without real substance. It is precisely for this reason that after the Chinese milk powder industry suffered a heavy blow in 2008, domestic milk powder brands have been excluded from first-tier cities like Beijing. In response, Feihe believes that Beijing is not only a megacity with a population of over 20 million, but also the capital of China, and the dominance of this market should be held by China's own brands. "No matter how long it takes or how much it costs, we must win this market." This is the goal of China Feihe, and also the responsibility of a national brand. China Feihe Beijing No.1 After setting the goal, Feihe began a "pursuit" that lasted over a decade. In 2007, while leading brands were conquering the terminal market, Feihe invested heavily in the upstream of the industry chain, raising cattle and planting grass. Since then, after more than 10 years of effort, Feihe has built the industry's first exclusive industrial cluster for infant formula, achieving full control from source pasture planting, feed processing, large-scale dairy cow breeding, to production and processing, and after-sales service, ensuring the quality and safety of Feihe milk powder from the source. Feihe modern ranch To further meet consumers' demand for fresh dairy quality, Feihe, based on the "2-hour ecosystem" achieved through its industrial cluster, commissioned the China National Institute of Standardization to develop a fresh milk powder standard system covering six dimensions: fresh milk source, fresh feed, fresh processing, fresh formula, fresh storage and transportation, and fresh smart manufacturing. In March this year, the National Health Commission issued the new national standard for formula milk powder. Feihe took the lead by inviting expert teams from the Institute of Standardization to its industrial cluster to investigate various factors such as the industrial environment, forage, and milk sources, and to conduct standardized assessments of dairy cow feeding, milk transportation, milk powder processing, and storage and transportation processes, upgrading its fresh standards on this basis. China National Institute of Standardization releases Feihe fresh standard system At the same time, Feihe has been dedicated to Chinese breast milk research for over a decade. In 2010, Feihe began building a Chinese breast milk database, with samples collected from 27 provinces across the country, totaling nearly 20,000 samples. It has participated in the national 863 Program and the Ministry of Science and Technology's 12th Five-Year Plan projects, conducting in-depth research on breast milk structure. From 2016 to 2020, Feihe tripled its R&D personnel and added a high-level external R&D platform almost every year. In early 2021, Feihe globally released three major breast milk research findings. These studies have become the basis for formula upgrades and product improvements. For example, based on research results on the dynamic changes of protein and amino acids in Chinese breast milk throughout lactation, Feihe upgraded the formulas of its star products. Feihe's investment in R&D, products, and industrial foundation has gradually gained recognition from the industry and the market. The National Dairy Industry Technology Alliance released research findings stating that after two consecutive years of testing, the fat and protein content in Feihe infant formula is higher than that of imported milk powder. In 2018, Feihe became the first milk powder brand to exceed 10 billion yuan in revenue; in 2020, Feihe's market share rose to 17.2%; now, Feihe has also secured "Beijing Market Sales No.1". This shows that domestic brands represented by Feihe have truly achieved a significant breakthrough in first-tier cities. "When mothers in first-tier cities prefer domestic brands when purchasing high-end milk powder, it means domestic milk powder has truly won back the trust of the Chinese people," industry experts believe. Once the tip is adopted, a payment of 400-2000 yuan will be made.