---
title: "“Innovation Leading, Crossing Mountains and Seas”: The Strength and Vision of a Leading Dairy Enterprise with 100 Billion in Revenue!"
description: "As China's dairy consumption enters the true second half, with factors such as supply-demand imbalance, weak consumption, declining market growth, and slow sales across all categories, dairy enterprises face multiple challenges including intensified competition and pressure on revenue growth. Only by continuously breaking through original boundaries and precisely grasping demand can they stimulate the recovery of dairy consumption and restore market vitality. How to transition from simply pursuing 'volume growth' to fully entering a 'quality improvement' environment oriented by diversified and refined demands, and find breakthroughs, is an urgent issue facing the industry..."
author: "Amanda"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2025-12-18"
categories: "Capital, Earnings & M&A, Consumer & Categories, Dealer Operations, Industry Trends, Management & Methods"
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original_source: "https://mp.weixin.qq.com/s/7hR8jSmotZ0uxSH5zXJHDA"
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citation: "Amanda. ““Innovation Leading, Crossing Mountains and Seas”: The Strength and Vision of a Leading Dairy Enterprise with 100 Billion in Revenue!.” New Distribution, 2025-12-18. https://xinjignxiao.com/en/articles/innovation-leading-crossing-mountains-and-seas-the-strength-and-vision-o-b4393e76/"
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---

# “Innovation Leading, Crossing Mountains and Seas”: The Strength and Vision of a Leading Dairy Enterprise with 100 Billion in Revenue!

> As China's dairy consumption enters the true second half, with factors such as supply-demand imbalance, weak consumption, declining market growth, and slow sales across all categories, dairy enterprises face multiple challenges including intensified competition and pressure on revenue growth. Only by continuously breaking through original boundaries and precisely grasping demand can they stimulate the recovery of dairy consumption and restore market vitality. How to transition from simply pursuing 'volume growth' to fully entering a 'quality improvement' environment oriented by diversified and refined demands, and find breakthroughs, is an urgent issue facing the industry...

As China's dairy consumption enters the true second half, with factors such as supply-demand imbalance, weak consumption, declining market growth, and slow sales across all categories, dairy enterprises face multiple challenges including intensified competition and pressure on revenue growth. Only by continuously breaking through original boundaries and precisely grasping demand can they stimulate the recovery of dairy consumption and restore market vitality.
How to transition from simply pursuing 'volume growth' to fully entering a 'quality improvement' environment oriented by diversified and refined demands, and find breakthroughs, is an urgent issue facing the industry.
On December 17, under the theme **"Riding Together on a New Journey, Mountains and Seas Can Be Crossed"**, Yili Group's Liquid Milk Business Unit Customer Conference was successfully held in Zhuhai. The conference invited distributors, upstream and downstream partners from across the country to gather and conduct in-depth discussions on frontier trends in the industry and industrial development.
While grandly launching a heavyweight product matrix, it also demonstrated the resilience and foresight of the dairy giant in navigating cycles through whole-industry-chain synergy and comprehensive competitiveness, continuously driving the industry's new development with a consistently leading value strategy.
**How does Yili maintain continuous leadership with a 'brand + technology' dual-wheel drive?**
During the deep adjustment period of the industry pattern where 'structural growth' replaces 'universal growth' in the dairy industry, and when liquid milk faces growth bottlenecks, Yili Group still maintains consecutive years of growth in market share and revenue, once again responding to market expectations with certainty, and demonstrating its ability to cross cycles with strong vitality.
In the first three quarters of 2025, Yili recorded revenue of 90.341 billion yuan, a year-on-year increase of 1.81%; among them, the non-GAAP net profit attributable to the parent company in the first three quarters exceeded 10 billion yuan for the first time, setting a new historical high for the same period, fully reflecting its profitability resilience as an industry leader.
Echoing the 'dual leadership' performance, Yili's liquid milk all-category business also achieved industry leadership across the board. **According to Nielsen and Xingtu Zero Research**, the market share of room-temperature liquid milk in offline retail channels ranks first in the industry; while maintaining advantages in offline channels, it also ranks first in market share on major e-commerce platforms such as JD.com, Tmall, and Douyin.
Under such a harsh consumption environment, these achievements are mainly attributed to Yili's value-leading strategy driven by '**brand + technology**':
In recent years, Yili has invested over 10 billion yuan annually in marketing for brand building. By deeply cultivating sports marketing, sponsoring the Olympics, and holiday marketing, it has further enhanced brand awareness and influence.
**New Distribution** noted that Yili ranks fifth among the world's top 20 dairy companies in 2025, and remains the number one dairy company in Asia; in the "2025 China's 500 Most Valuable Brands" by World Brand Lab, based on financial data, brand strength, and consumer behavior analysis, Yili ranks first in the dairy industry with a brand value of 128.116 billion yuan.
Its portfolio of strong brands such as Jindian, Ambrosial, Yousuanru, and QQ Star has deeply penetrated the minds of Chinese consumers, becoming the unique first choice. Jindian organic milk continues to lead the high-end dairy track. Ambrosial continues to break through in functional and delicious innovation, ranking first in the industry for many consecutive years; QQ Star has been deeply cultivating the children's milk market for 18 years, creating the native nutrition track, and its market share has long ranked first in the industry.
At the same time, Yili is committed to building and continuously improving more precise media placement, more refined public and private domain operation capabilities, continuously and fully communicating with consumers, and undertaking the social responsibility of promoting dairy as the first necessity for national nutrition. It sets an example for the rapid penetration and popularization of dairy products in vast areas of China, especially in county-level and below urban and rural markets, demonstrating the style of an industry leader.
Yili's infinite exploration in frontier technology trends provides the source of power for continuous iteration of product innovation! Guided by 'real needs', it continuously builds an innovation ecosystem.
For example, Yili used its exclusively developed ADI aseptic post-addition patented technology to break through the technical barrier of probiotics losing activity at room temperature, ultimately launching the first room-temperature active probiotic yogurt, and using this as a product moat to occupy the room-temperature probiotic yogurt track.
Milk is rich in nutritional value, but how to 'turn milk into gold' and maximize value? The answer also lies in the password driven by technology. Through advanced processes, Yili for the first time launched a room-temperature active lactoferrin targeted protection technology, increasing the retention rate of lactoferrin in room-temperature pure milk from the original 10% to over 90%, successfully creating the world's first room-temperature active lactoferrin Jindian organic pure milk to meet global consumers' demand for immune health.
This innovative product also won the most valuable award in the global dairy industry, the 'IDF Dairy Innovation Award', becoming the only Chinese brand to win in the entire event, and providing a key path for Chinese dairy to achieve value leap.
Behind the innovation driving new growth is Yili's insight into frontier trends and resource allocation. Yili's R&D investment in the first half of the year was 380 million yuan, a year-on-year increase of 11.40%. This continuous investment in innovation has built a differentiated competitive barrier for Yili.
At the same time, it continues to increase efforts in dimensions such as taste innovation, functional nutrition breakthroughs, and consumption scenario innovation, creating commercial value widely accepted by the market, not just staying in laboratory formulas and equations.
In 2025, Yili Liquid Milk continued to win the International Dairy Federation (IDF) Dairy Innovation Award, known as the 'Dairy Oscar' globally, showcasing Yili Liquid Milk's multi-dimensional innovation strength.
The leading strategy driven by brand and technology helps Yili continuously seize the high ground of global industrial value. In 2025, the sales gross margin reached a new high for Yili in recent years, meaning that selling the same box of milk yields higher value space. In summary, Yili fully provides a practical model of 'value competition' for dairy enterprises during the transition period.
**Gathering Strength to Become Strong: How Does Yili Build a Dairy Win-Win Ecosystem?**
The core of the new-era manufacturer-dealer relationship is that only deep cooperation and close synergy are inevitable for the healthy development of the industry. Partners are an extension of overall business, sales, and sales force, and are also the core force for conveying value connotations. Brand owners and partners each perform their own duties, each showcasing their strengths, jointly building a strong and stable market ecosystem, forming a value closed loop from 'Yili-Partner-Consumer'.
According to data from Zhongyan Puhua Research Institute, the market size of China's liquid milk has reached 180 billion yuan, still the basic plate of the current dairy industry. Yili continues to break through the category ceiling from a new perspective of insight into liquid milk product innovation. At this 2026 Customer Conference, it not only delivered a brilliant answer sheet but also issued a powerful rallying call to all customers: Ride together on a new journey, unite to win the future!
**1. Heavyweight New Products, Breaking New Boundaries in the Liquid Milk Industry**
From the 2026 new product plan, Yili Liquid Milk's innovation always adheres to a consumer-centric approach, and the breakthrough of scenario boundaries in some categories is the core highlight of this new product matrix.
  * **Jindian Fresh Pure Milk – Room-temperature milk achieves fresh milk taste, a major breakthrough in consumption scenario boundaries**
As Yili's high-end white milk brand, Jindian will launch Jindian Fresh Pure Milk in 2026; using INF0.09-second ultra-instant sterilization technology, it creates a 'fresh taste', perfectly meeting consumers' dual needs for fresh taste and portability. At the same time, it can be enjoyed at room temperature with smooth milky aroma, solving the pain point of Chinese people's gastrointestinal discomfort from cold drinks and low-temperature milk, and with the 'eye-catching bottle' packaging innovation, it expands from fixed breakfast consumption to portable consumption during commuting, business trips, and travel.
  * **Yili Zhixuan – Self-standing bag whole-bean ground soy milk, a new choice for portable breakfast nutrition**
Yili's plant protein brand Zhixuan launches self-standing bag whole-bean ground soy milk. Targeting the breakfast scenario, it features soybeans from the demonstration farm in Heilongjiang, uses whole-bean grinding technology to retain soybean nutrients, and the self-standing bag can be heated for drinking, making it convenient and portable, providing a new choice with higher cost-performance for breakfast.
  * **Ambrosial – Barrier-breaking innovation, breaking the industry bottleneck of maintaining probiotic activity in room-temperature yogurt, opening a 'new voyage' era**
Ambrosial will launch newly upgraded green fruit and vegetable popping bead yogurt and red heart apple popping bead yogurt, relying on self-developed 4-layer embedding technology, backed by 6 technical patents, adding BC99 active probiotic double popping beads, refreshing fruit particles, and crispy water chestnut particles, paired with plump oats and smooth yogurt, upgrading to a 6-layer taste experience; the red heart apple version contains large cut Aksu apple pieces, the green fruit and vegetable version blends multiple super fruits and vegetables, with extra water chestnut particles, offering a bouncy 'puff-crisp' entrance and 'crackling' inner core, delicious and full of texture, achieving a freshly made product experience! It fully hits consumers' triple needs of 'delicious + healthy + fun'.
  * **Guliduo – Expanding from hunger relief to meal replacement, from self-drinking to holiday gifting**
Guliduo pioneered the chia seed milkshake new category, combining superfoods like kale, avocado, and super grain chia seeds and oats for a multi-layered taste experience, with 4500mg high dietary fiber and low GI formula, perfectly meeting the 'hunger-resistant + healthy' meal replacement needs of office workers.
Another new product: 6 kinds of nuts + milk double nutrition, not only suitable for self-drinking, but also the preferred choice for 30-yuan gift-giving ceiling!
  * **Yousuanru – 30 years, still young, leisurely moments under relaxed times**
In the new product plan, breaking traditional boundaries, pairing lemon with everything, redoing basic products, continuing the original momentum of big single products and big upgrades. Yousuanru Chew Lemon (Red Heart Apple Version) and Fruit Yogurt Drink Blueberry Flavor, 2 new products are about to hit the market!
Yousuanru Chew Lemon (Red Heart Apple Version) creates a complex flavor system with rare fruit varieties paired with lemon, continuing the taste experience of 'sour, refreshing, full of texture, love it in three bites'. At the same time, the entire line upgrades to NFC juice, maximizing the retention of natural fruit flavor. Real fruit peel and pulp can be chewed, with particle content far exceeding the average level, fully satisfying Generation Z's ultimate pursuit of 'chewing fun'.
The fruit yogurt drink blueberry flavor selects limited-edition blueberries from Changbai Mountain, paired with Q-bouncy coconut jelly particles and 5-7 hours of slow fermentation for rich aroma, with a low-sugar formula balancing taste and health, meeting young people's desire for novelty and social sharing needs.
  * **QQ Star – Creating the industry's first 'A2β-casein + native DHA' double-layer native nutrition product**
In the 2026 new product plan, QQ Star targets the long-standing dilemma in the children's dairy market of 'nutritional formula' and 'pleasing taste' being hard to combine, precisely entering with 'QQ Star I Love Drinking Milk' as the new product. Using raw milk as the nutritional foundation, ensuring efficient supply of core nutrients such as protein and calcium, while optimizing flavor, successfully creating a pleasant taste that children truly love, fundamentally solving the consumption opposition of 'parents want to feed' and 'children don't want to drink', achieving dual satisfaction of children loving to drink and parents feeling assured.
At the same time, the QQ Star pure milk series is fully upgraded to A2β-casein rare milk source. Among them, A2β-casein native DHA pure milk selects 26.3% rare A2β-casein milk source, with designated pastures and patented feeding technology, creating the industry's first 'A2β-casein + native DHA' double-layer native nutrition product; A2β-casein native active lactoferrin pure milk retains 8 times active lactoferrin, building stronger self-protection for children; A2β-casein organic pure milk is fully organic and traceable, reassuring children and mothers. The QQ Star pure milk series achieves full coverage of children's dairy categories, addressing the scientific parenting needs of post-95s parents and the nutritional needs of Generation Alpha children.
In the series under the Yili master brand, four heavyweight new products will be launched in 2026: Basic Brick Pure Milk, Yili Prairie Yogurt, Red Ginseng Red Pomegranate Milk, and Yili Aksu Apple Sweet Milk Drink.
**Yili Basic Brick Pure Milk** – Upgraded comprehensively in three dimensions: nutrition, milk source, and taste, with quality further advanced, reshaping the national nutrition benchmark! Among them, protein content increased from 3.2g/100ml to 3.3g/100ml; product flavor also significantly improved, breaking the industry's involution with higher cost-performance.
In recent years, prairie yogurt has become the most growth-potential segment in the yogurt track due to its unique regional characteristics. Yili's new prairie yogurt sea buckthorn and crabapple flavor uses innovative self-developed prairie strains, selects prairie double fruits, adheres to traditional slow fermentation, creating a dense texture and rich milky aroma.
Yili, in conjunction with the leading red ginseng brand 'Jeonggwanjang', proudly launches Red Ginseng Red Pomegranate Milk: with Jeonggwanjang's exclusive 'red ginseng' as the benchmark, it not only gives gift-giving scenarios a stronger sense of face and trust, but also opens a new chapter of new Chinese-style health milk under the trend of 'medicine and food homology'!
Yili Aksu Apple Sweet Milk Drink features 'The sweetness of Aksu, hidden in milk', opening the door to regional customized hero products.
  * **Shuhua – 17-year sales champion, fully launching three major renovation projects, upgrading without price increase**
As a dairy brand specially designed for people with lactose intolerance, Yili Shuhua has become the sales champion in this category for 17 consecutive years with its patented LHT lactose hydrolysis technology. Now, the brand ushers in a new round of comprehensive renovation.
**First**, it adopts raw milk sources that comprehensively surpass and have multiple key indicators better than EU standards; **Second**, protein content significantly increased; **Third**, it adopts a more modern and recognizable packaging design, and will adopt a packaging differentiation strategy for online and offline channels, suitable for exclusive experiences in different consumption scenarios.
Even more surprising, **Shuhua will continue its promise of 'upgrade without price increase'.** This not only demonstrates Yili's ability to 'popularize' top quality through scale and supply chain advantages, but also further builds up the category's competitive barriers, fully transforming technological leadership (LHT lactose hydrolysis technology) into unshakable market advantages and consumer trust.
**Yili Zhennong Extra Rich Milk** – With hardcore selling points of rich milky aroma, rich taste, and rich nutrition, it perfectly advances again, meeting consumers' demand for rich and delicious milk, setting a new benchmark for rich milk taste!
  * **Yike Huoquan – Flowers into tea, drinking according to the season, creating a fresh brewed ultimate experience**
In the new product plan, Yike Huoquan freshly brewed tea launches two limited-edition selections: 'Rose Black Tea' and 'Sakura Yulu', inspired by natural seasons, condensing floral fragrance into tea. Strictly selected 100% hand-picked raw materials, paired with exquisite tea bases – 'Rose Black Tea' selects double-petal red roses blended into Yunnan Dianhong, with a mellow and warm tea soup, infused with the natural fragrance of roses.
'Sakura Yulu' captures spring sakura paired with Enshi Yulu green tea, using steaming process to lock in freshness, with an elegant entrance and a long-lasting sweet aftertaste!
Both new products balance convenience and natural flavor, brewed fresh and drunk immediately, enjoying freshly made flavor. Whether during travel or daily moments, you can start this fresh encounter with floral and tea charm at any time, echoing the changing seasons with a cup of clarity.
As a saying circulated within Yili Group: 'No innovation, no future.' Innovation has become the deep-rooted core gene of Yili people.
From the analysis of dairy distributors' main demands when selecting products, they value the ultimate cost-performance of products and innovation concepts based on consumer needs: and good products speak for themselves, walk by themselves, naturally sell, reducing partners' promotion efforts!
Behind innovation is Yili's adherence to quality as the cornerstone of development and complete underlying capability building.
**2. Quality First, Demonstrating Profit Confidence**
Yili has always established 'Yili is quality' as its corporate creed, and through a complete cultural mechanism, this creed runs through every corner of the organization. It pioneered the first-class internal control standard 'Three Lines of Quality Control', setting internal control lines with standards nearly 70% higher than national standards, strictly controlling quality management in all aspects.
At the same time, in leading the global dairy industry towards high-quality development, Yili continuously improves production efficiency and management capabilities through its excellent TPM (Total Productive Maintenance) system and unique lean management model, establishing an industry-leading position. Among them, it won the manufacturing 'Nobel Prize' – the JIPM World Award for its excellent management capabilities. To date, nearly 40 Yili factories have received JIPM-TPM series awards.
As the world's largest and most fully functional dairy R&D and production base, Health Valley is Yili's representative work in the technical field. It is understood that 'Health Valley' achieves full-process digital management, from raw milk collection to product off-line, with real-time monitoring and intelligent optimization, and further optimizes quality management through intelligent robots and AI technology, greatly improving product stability and safety.
For partners, high quality is not only a market competitiveness but also a guarantee of stable profitability, enabling partners to reach consumers faster and more efficiently, seize market opportunities, and enhance terminal market bargaining power. At the same time, it also reduces the frequent market losses that distributors may suffer due to quality issues such as returns and after-sales, eliminating worries, and building a more stable profit cycle and stronger risk resistance for them.
**3. Deep Synergy Across the Whole Industry Chain, Empowering Customers**
Over the years, Yili Liquid Milk has continuously deepened its full-chain layout from upstream milk sources to terminal markets, laying a solid foundation for product quality and supply chain efficiency.
On the milk source side, Yili Liquid Milk not only extensively covers core milk source areas in China such as Hulunbuir, Ulanqab, and Tianshan in Xinjiang, but also from east to west, that is, from Heilongjiang to Gansu and Ningxia, has basically completed the layout. At the same time, it has built or co-built pastures in international markets such as the Netherlands and New Zealand, consolidating its leading advantage in milk sources globally, building a dual-linked milk source system at home and abroad, ensuring the stability and high-standard output of raw milk quality.
In supply chain management and channel terminals, it accelerates the digital transformation process and continuously optimizes the supply chain digital intelligence platform, not only reducing raw material procurement costs at scale, but also strengthening core capabilities such as raw material supply management, intelligent manufacturing, and dynamic inventory monitoring, empowering partners to accelerate inventory turnover and the ability to manage and operate self-controlled channels with precision, enabling them to provide more agile product delivery and service capabilities to terminal customers.
**4. Efficient Support, Synergizing the Market Ecosystem**
In addition to continuously deepening the depth and breadth of the whole industry chain, Yili Liquid Milk also supports partners through diversified policies to jointly explore the market.
**New Distribution** learned that at the 2026 Customer Conference of Yili Liquid Milk Business Unit, special awards were given to 305 outstanding distributors of the year, with a total bonus amount exceeding 64 million yuan, and further announced a new rebate policy of up to hundreds of millions of yuan for 2026!
At the same time, Yili will also deeply cultivate content seeding and search optimization on mainstream interest social platforms such as Xiaohongshu, Douyin, and Kuaishou, along with comprehensive support from other marketing resources, to promote continuous exposure of new products, strengthen consumer awareness, and empower terminal sales; from stable product supply to optimized market services, Yili has always been a stable and reliable backing and support for partners to expand territories and achieve career success.
**Final Thoughts**
The launch of the heavyweight new product matrix at the 2026 Yili Liquid Milk Business Unit Customer Conference, leading with innovation to break through category boundaries, injects new momentum into the upgrade and development of China's dairy market.
As the dairy industry moves towards a more efficient and sustainable direction, the synergy between partners and upstream enterprises will become even more critical. Yili Liquid Milk, through its complete industry chain layout and continuous innovation investment, provides partners with more development opportunities and a more solid foundation for cooperation.
2026 is the first year of China's '15th Five-Year Plan'. Looking ahead, under the current context of 'expanding domestic demand and promoting consumption', Yili and its partners will deeply synergize and closely cooperate to reshape a new paradigm for the growth of China's dairy industry. This is Yili's long-term strategy, and also the foresight of China's dairy industry.


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## Citation metadata

- Publisher: New Distribution
- Author: Amanda
- Published: 2025-12-18
- Canonical: https://xinjignxiao.com/en/articles/innovation-leading-crossing-mountains-and-seas-the-strength-and-vision-o-b4393e76/
- Original source: https://mp.weixin.qq.com/s/7hR8jSmotZ0uxSH5zXJHDA

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