---
title: "Junlebao's Long-termism Reflected in the Counter-trend Growth of Jianchun"
description: "The two eternal questions for any enterprise are survival and development. When survival becomes a habit, development is easily overlooked; in fact, development is the long-term cause of an enterprise. How to measure the long-term value of an enterprise? Mainly by how well the brand represents a category, especially when consumers have needs and can evoke brand resonance through typical memory points. Yogurt is a major category representing healthy food today. When it comes to yogurt, who do you think of first? At the end of the first quarter of this year, Junlebao Dairy Group delivered a report card: in the first quarter of 2022, sales of Jianchun yogurt increased by 113.8% year-on-year."
author: "田静"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2022-04-20"
language: "en"
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# Junlebao's Long-termism Reflected in the Counter-trend Growth of Jianchun

> The two eternal questions for any enterprise are survival and development. When survival becomes a habit, development is easily overlooked; in fact, development is the long-term cause of an enterprise. How to measure the long-term value of an enterprise? Mainly by how well the brand represents a category, especially when consumers have needs and can evoke brand resonance through typical memory points. Yogurt is a major category representing healthy food today. When it comes to yogurt, who do you think of first? At the end of the first quarter of this year, Junlebao Dairy Group delivered a report card: in the first quarter of 2022, sales of Jianchun yogurt increased by 113.8% year-on-year.

The two eternal questions for any enterprise are survival and development.
When survival becomes a habit, development is easily overlooked; in fact, development is the long-term cause of an enterprise.
How to measure the long-term value of an enterprise? Mainly by how well the brand represents a category, especially when consumers have needs and can evoke brand resonance through typical memory points.
Yogurt is a major category representing healthy food today. When it comes to yogurt, who do you think of first?
**At the end of the first quarter of this year, Junlebao Dairy Group delivered a report card: in the first quarter of 2022, sales of Jianchun yogurt increased by 113.8% year-on-year!**
The counter-trend growth of Jianchun clearly reflects Junlebao's "big tree" development blueprint, which is deep-rooted and flourishing.
What is "big tree" development?
Take Coca-Cola as an example: it has strong single products that represent a category, and as the brand continues to grow, it further subdivides to produce representative products in more sub-categories.
It is not hard to see that "big tree" development is equivalent to corporate long-termism. It takes ten years to grow a tree and a hundred years to cultivate a person. The explosive growth of Jianchun since its launch in 2017 is a strong response to Junlebao's long-termism.
**The "one decline and one rise" behind the counter-trend growth**
On April 11, Wei Lihua, Chairman and President of Junlebao Dairy Group, sent a thank-you letter to Jianchun yogurt partners.
In the letter, Wei Lihua expressed sincere gratitude to all partners for Jianchun yogurt's ability to grow against the trend and further expand market advantages despite the unfavorable environment of overall sluggish growth in the yogurt industry and frequent pandemic outbreaks.
Indeed, the macro environment mentioned by Chairman Wei cannot be ignored.
**Industry growth slowdown**
**From 2013 to 2017, yogurt sales volume in China increased from 4.84 million tons to 8.57 million tons, with a compound annual growth rate of 14.6%; from 2020 to 2022, yogurt sales volume grew from 9.6 million tons to 13.6 million tons, with a compound annual growth rate of 9%.** It can be seen that although sales volume is increasing year by year, the growth rate has declined.****
Coupled with the impact of the pandemic over several years, the golden period of rapid development in the yogurt industry has ended, and industry adjustment has arrived as expected.
Under such circumstances, Jianchun's doubling of performance is particularly dazzling; being at the top must be lonely.
**Health needs become explicit**
All things grow in cycles. Amid cyclical changes, consumers' health awareness has also risen significantly.
This rise comes from a shift in the underlying logic of consumption. As the main consumer group today, the post-90s generation was born in an era of national prosperity and accessible everything. Their self-awareness is rising, and their pursuit of healthy products is gradually increasing.
Clearly, with the industry growth rate declining and consumption awareness upgrading, under the "one decline and one rise" change, the advantages of Jianchun yogurt are becoming more prominent.
"Jianchun" means doing subtraction for life. Based on zero added sucrose and 100% fresh milk from self-owned pastures, it achieves a refreshing and mellow taste, allowing everyone to enjoy the deliciousness of yogurt while being healthy.
Facing the dazzling array of yogurt products on supermarket shelves, how do you decide which one to buy? Production date, ingredient list, sugar content, additives, etc., are all factors consumers must consider. These consumption decision paths show that consumers do not lack good products, and yogurt is not only Jianchun. Why can Jianchun break through against the trend and double its growth?
To a large extent, it comes from the brand's deep insight into consumer needs: **a minimalist attitude towards life, low-sugar and low-calorie health consumption needs, allowing consumers to have healthy and delicious yogurt while also creating a lifestyle concept that leads a new trend of healthy living.**
As Wei Lihua mentioned in the thank-you letter, "Jianchun yogurt is a heavyweight product launched by the company after in-depth research on consumption trends and extensive scientific innovation. It has now become the leader in the zero-added sucrose category with a market share far ahead."
Indeed, the current business model has shifted from "people looking for goods" to "goods looking for people." C-end creates demand, B-end builds a grid. Junlebao conducts in-depth research on consumption trends on this grid, focuses on consumer needs, and creates super single products.
**Taking Jianchun as a growth point,**
**establishing a long-termism strategy**
After experiencing a parabolic growth cycle, Junlebao's long-termism is particularly important. Behind it is Junlebao's sustainable strategic model, with yogurt as one of the main growth points, "whole industry chain layout" as the development foundation, and scientific innovation as the driving engine.
**Whole industry chain integrated model:** It has achieved integrated management and operation of the entire industry chain from pasture planting, dairy cow breeding, to production and processing, strictly controlling quality from the source and establishing a complete management system.
**Five world-class models:** Use world-class R&D, world-class advanced pastures, world-class leading factories, world-class first-class partners, and a world-class food safety management system to ensure world-class product quality.
In addition, Junlebao has always regarded technological innovation as its core competitiveness.
Last year, the Dairy Innovation Research Institute, built with an investment of 500 million yuan, was put into use. This institute aims to build a world-class R&D center, conducting research on the entire industry chain from pasture planting, dairy cow genetics and breeding, dairy process innovation, to new product development, and cooperating with top domestic and foreign universities and research institutions to fully support Junlebao's future innovation and development needs.
This series of scientific innovation actions will support Junlebao's whole industry chain layout and provide strong support for future category upgrades.
Jianchun has also lived up to expectations. In March this year, all nine Jianchun products obtained the Low GI Food Authenticity Certification (FA certification), making it the first full-series yogurt product in China to receive the low GI food FA certification.
**What is "Low GI Food FA Certification"?**
**GI is the glycemic index, an indicator that reflects the impact of carbohydrate-containing foods on postprandial blood glucose levels.** Long-term low GI dietary intervention has potential effects of stabilizing blood sugar, improving insulin resistance, and aiding weight loss and control, making it a preferred product for people aiming to lose weight and shape their bodies.
**"FA certification" refers to Food Authenticity Certification.** Jianchun yogurt obtaining this certificate indicates that the product has passed strict international standard testing, fully reflecting the high quality and scientific composition of the product.
Clearly, behind "focusing on Jianchun," Junlebao has provided hard-core endorsement for its quality.
According to third-party data, **in the sugar-free yogurt segment, Junlebao's market share reached 43.8%, of which 91% came from Jianchun; in the low-temperature sugar-free yogurt segment, Junlebao's market share was as high as 46%, of which 90% came from Jianchun.** In 2021, Jianchun yogurt sales grew by 200%, and in the first quarter of this year, Jianchun continued to live up to expectations, with sales increasing by 113.8% year-on-year.
The growth data for two consecutive years shows that Junlebao is gradually expanding its market share and moving towards its goals.
**Deepening channels to lay a solid foundation**
Wei Lihua mentioned in the thank-you letter, "Junlebao has always regarded scientific research and development as the primary factor in development, accumulating strong strength in strain research, product development, process technology, and quality management."
In strain research, as one of the earliest domestic enterprises to conduct research on proprietary strains, Junlebao took the lead in establishing a strain bank with more than 1,000 lactic acid bacteria strains, with proprietary intellectual property rights for Lactobacillus paracasei N1115, Lactobacillus plantarum N3117, and proprietary yogurt fermentation agents, successfully breaking foreign monopoly.
In the long run, whether it is strain research or scientific innovation, it is undoubtedly the core link of Junlebao's long-termism. Can long-termism and short-term goals be achieved simultaneously?
**The key lies in channels.******
**First, online layout.** Full coverage through media exposure, variety show sponsorship, brand endorsements, etc., continuous sponsorship of popular variety shows and online dramas, continuously expanding coverage of young groups, and deeply impressing the brand image as younger and more positive.
In addition, Junlebao is also making efforts in outdoor media penetration and short video platform seeding, conducting multi-channel comprehensive layout for Jianchun, maintaining the number one publicity volume in key markets with cognitive breadth and reach accuracy, and continuously enhancing brand influence.
**Second, distributors are the most important part of offline. Junlebao has introduced some worry-free operating policies to reduce "marginal costs," while reducing channel pressure and giving distributors greater protection.**
Online and offline efforts simultaneously form a virtuous cycle. At the end of 2021, Jianchun was selected for CCTV's "Brand Powering the Country Project." This is a full affirmation of Jianchun's brand status and value by a national media platform, and a high recognition of the Junlebao brand.
Wei Lihua mentioned in the thank-you letter, "Since its establishment in 1995, Junlebao has been deeply cultivating the yogurt industry." Facts have proven that after 27 years of experience accumulation, **Junlebao has laid a solid foundation in dimensions such as "industrial layout," "scientific innovation," "product focus," and "channel distribution."** With mutual synergy and focused force, there is a trend of "irresistible momentum," and Junlebao's "ambition" is full of vitality.
In the future, Junlebao may leave more footprints in the vast sea of China's dairy industry.
**Final words:**
In 2021, Junlebao's revenue exceeded 20.3 billion yuan, doubling in four years compared to historical data. Behind this 20 billion is Junlebao's tremendous growth through cycles after cultivation.
A writer once said, "The best time to plant a tree was ten years ago, and the second best time is now." What does this mean? Current success is not because of what you do now, but because you sowed the seeds of harvest several years ago.
Junlebao created a virtuous cycle five or even ten years ago. Over time, Junlebao harvests while continuing to "invest." Its foresight is to always do something that "invests in the future."
**Are you "watching" me?**


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