---
title: "MIOK Receives Exclusive Investment from Tsingshan Capital, Milk Beer Gradually Becomes Market's New Favorite"
description: "As a brand-new category, milk beer, a product with regional characteristics, is breaking through regional restrictions and moving nationwide. For consumers, the entry of milk beer has sparked much discussion. So what exactly is milk beer? It is neither milk nor beer, but a dairy beverage made from milk or dairy products, combined with malt and hops, fermented with lactic acid bacteria and yeast."
author: "吴珊珊"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2022-01-03"
categories: "Capital, Earnings & M&A"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/fsEMuyvZ9e0HGHEdqdlqNg"
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citation: "吴珊珊. “MIOK Receives Exclusive Investment from Tsingshan Capital, Milk Beer Gradually Becomes Market's New Favorite.” New Distribution, 2022-01-03. https://xinjignxiao.com/en/articles/miok-receives-exclusive-investment-from-tsingshan-capital-milk-beer-grad-e74b210c/"
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---

# MIOK Receives Exclusive Investment from Tsingshan Capital, Milk Beer Gradually Becomes Market's New Favorite

> As a brand-new category, milk beer, a product with regional characteristics, is breaking through regional restrictions and moving nationwide. For consumers, the entry of milk beer has sparked much discussion. So what exactly is milk beer? It is neither milk nor beer, but a dairy beverage made from milk or dairy products, combined with malt and hops, fermented with lactic acid bacteria and yeast.

As a brand-new category, milk beer, a product with regional characteristics, is breaking through regional restrictions and moving nationwide. For consumers, the entry of milk beer has sparked much discussion.
As the saying goes, under the trend, there are many who try new things, and consumers' different voices follow one after another. Those who like milk beer think it "retains the rich milk aroma while also having the refreshing taste of beer," while those who dislike it think it is "neither milk nor beer." Comments like "AD calcium with sparkling water added" and "bread left out for too long" are endless.
So what exactly is milk beer? Is it milk? Or beer?
Actually, neither. **Milk beer, also known as milk champagne, is a product with Xinjiang regional characteristics.** Although it is called "milk beer," it is not simply a mixture of milk and beer, but a dairy beverage made from milk or dairy products as the main raw material, combined with malt and hops, fermented with lactic acid bacteria and yeast.
Compared to other alcoholic beverages, the current market size of milk beer is relatively small, and its market share is not high.
However, in recent years, with the obvious trends of consumption diversification and personalization, milk beer with its unique taste has been accepted by the public, market demand has been opened up, and the industry scale has expanded accordingly. Milk beer has broken through regional restrictions and "walked" out of Xinjiang to develop nationwide.
Recently, New Distribution noticed an emerging milk beer brand - MIOK, and conducted an in-depth interview with Mr. Xu Miaocheng, the founder of MIOK.
MIOK was established in 2020 and is a brand under Hangzhou Carbon Hydrogen Oxygen Technology Co., Ltd. It focuses on the alcohol and beverage fields, committed to providing users with healthy and diverse new choices for healthy drinking in multiple scenarios. **Since its establishment, within just one year, it received an exclusive investment of tens of millions of RMB from Tsingshan Capital. Within 2 months of product launch, it covered over 10,000 terminals, and with zero advertising, its online and offline sales exceeded one million, with offline accounting for nearly 50%.**
The rapid development of MIOK has attracted market attention, and many companies have followed suit, joining the competition in the milk beer category, such as Helen's and New Hope.
As competition in the milk beer market becomes increasingly fierce, to avoid homogeneous confrontation, many brands have chosen differentiated "paths to breakout" when entering the market. Some focus on online, some target first-tier supermarkets, but MIOK has taken a different approach, **relying on personalized "scenes" to break out and tell a new story.**
**Creating a New Generation of Healthy Alcoholic Beverages**
Frankly speaking, the new consumption market is a red ocean. For a brand to stand out, it must transform from "meeting needs" to "creating needs." **Redefining consumers' perception of categories and consumption scenarios is an opportunity for innovative brands to break through.**
When talking about entrepreneurship, Xu Miaocheng told New Distribution that it started with a trip to Xinjiang. Xu Miaocheng said he loves traveling very much. During a trip to Xinjiang, he accidentally tasted milk beer made from milk and beer at a local farm, and he has never forgotten the taste.
After returning home, this taste became his "white moonlight" in his heart. To taste this lingering flavor again, he visited many Xinjiang restaurants, but each time he returned disappointed, because the milk beer in Xinjiang restaurants was relatively thick and heavy in taste, which did not satisfy his palate.
Since he couldn't find it, he decided to make it himself. An entrepreneurial idea arose: to produce a milk beer with a different taste from those on the market. After continuous attempts, "lactic acid bacteria + beer" became the product positioning.
As a post-90s generation, Xu Miaocheng better understands what the Z generation wants. At the beginning of his entrepreneurship, he observed two phenomena: **consumers are increasingly paying attention to health factors in their consumption habits**, which is particularly evident in the alcoholic beverage track, such as Genki Forest, which started with sugar-free sparkling water.
In addition, in the scenario of friend gatherings, some young women have poor alcohol tolerance or do not like the taste of alcohol. In such cases, having a drink with very low alcohol content and no alcohol taste would be a better experience. In this scenario, low-alcohol drinks and alcohol-free beer are becoming increasingly popular.
In response to the above two points, MIOK, together with four senior independent formula laboratories, experimented with various hops, wort, and lactic acid bacteria cultures according to taste and finished product requirements, without adding pigments, flavors, or preservatives. It retains both the original taste of beer and the rich aroma of lactic acid bacteria, making it a product with strong scenario adaptability.
Before launching milk beer to the market, MIOK first launched yogurt wine, which is easier for consumers to accept. This yogurt wine is brewed from pure fermented milk, using MIOK's original unilateral fermentation technology, adding 30% yogurt to the wine to ensure taste, becoming a new generation of healthy alcoholic beverage.
Since yogurt wine is a Japanese product and few domestic brands make it, after some promotional trials, MIOK's yogurt wine quickly entered mainstream domestic channels. With the yogurt wine experiment, the entire promotion process for milk beer was also smooth. Currently, there are sales channels both online and offline, and MIOK is also improving its products and promotions according to different scenarios.
**Focusing on Offline Channels**
In the past two years, the new consumption track has been hot. Unlike traditional consumer brands, new consumer brands are generally considered to have "low investment and high returns." Many brands firmly believe in the marketing methodology of "new consumer brands = 5000 Xiaohongshu posts + 2000 Zhihu answers + Li Jiaqi and Viya live streaming," but for MIOK, this is not the ideal path.
In this regard, Xu Miaocheng told New Distribution: **"Nowadays, the marketing model of many new consumer brands is mainly online, and the business logic of enterprises is also based on the 'traffic model + hit product strategy' to achieve brand growth, but for new consumer brands, relying only on traffic investment cannot bring sustained growth."**
Therefore, at the beginning of his entrepreneurship, Xu Miaocheng chose the beverage track with a focus on offline, entering the "milk + alcohol" sub-track within the large beverage track. Compared to online, offline is relatively more difficult because it takes a long time to establish channels, but it also allows for longer-term accumulation.
MIOK positions itself as an FMCG brand that emphasizes offline, but it also does online simultaneously. Through promotions on social media such as Xiaohongshu, Weibo, and Douyin, it has gradually established consumer awareness. In live streaming sales on e-commerce platforms like Tmall, it has also been favored by many consumers.
As of now, MIOK's online sales channels mainly include Tmall, JD.com, and Hema Accelerator. It has been selected for "Tmall 2021 Food Creation Camp Top 100," "2021 JD Emerging Brand," and "Hema X Accelerator First Incubation Project," and is also a key supported project by Tmall in 2021.
**Once consumers have awareness of the brand, it then expands offline.** Currently, it has entered KKV (nationwide stores), Hema (nationwide stores), and has also entered mainstream convenience stores such as Lawson, Bingobox, and OLE. It has now entered tens of thousands of retail terminals, with stores like Shizu, FamilyMart, 7-11, and Meiyijia also scheduled to enter.
At the same time, MIOK has also entered mainstream new retail channels such as Meituan, Dingdong Maicai, and JD 7Fresh, broadening the brand's sales channels, with a goal of entering 200,000+ retail terminals by the end of 2022.
Milk beer, as a random, trial-oriented product, is not a rigid demand, so it needs to be approached from scenarios. MIOK's milk beer sells well in small bars because, compared to mature categories like liquor, beer, milk, and yogurt, consumers have fixed needs, but they also look for creative new brands.
For young people, small bars have become an obvious third space. In this scenario, there are different supplies such as liquor, beer, and foreign spirits. MIOK has identified young women who cannot drink or do not like drinking as its target group.
To gain a foothold in leisure and entertainment venues such as bars, MIOK, together with Tsingshan Capital, held a cross-industry event "alcohol + milk double linkage" at ONE THIRD in Hangzhou. By inviting KOLs and nightlife trendsetters to reach young consumers, it built brand awareness. This marketing strategy also put MIOK on the fast track.
As a well-known game streamer with 70 million followers across the internet, "Yitiao Xiaotuantuan" is also a fan of milk beer, helping MIOK quickly gain popularity in the game streaming circle. "0.5-degree milk beer, even a dog won't get drunk" has become a new meme in the gaming circle.
To establish a firm foothold in the catering market, MIOK's milk beer taste is more oriented towards beverages, because the lactic acid bacteria flavor can help relieve greasiness and spiciness during drinking, making the taste closer to consumer preferences.
Online, it gains traffic through marketing; offline, it establishes brand image. Through the **"youthful + all-round"** approach, it achieves wide coverage and deep reach among young people, which is also the difference between MIOK and traditional milk beer brands.
**Can Milk Beer Become a "Substitute for Alcohol" Beverage?**
In recent years, with the upgrading of consumption, changes in dietary concepts, and the emergence of social media such as Weibo, Douyin, and Xiaohongshu, milk beer has gradually stepped out of Xinjiang and become a "internet-famous product." The milk beer market is gradually developing nationwide, providing innovative inspiration for other enterprises, and many domestic companies have also launched milk beer products.
Milk beer will have a place in both the beverage market and the low-alcohol track. Compared to fresh milk and beer, which have high costs for long-term preservation and transportation, the current milk beer on the market is canned, **with obvious advantages in shelf life and transportation; it has strong scenario adaptability**, and can meet consumers' various consumption needs in bars, restaurants, convenience stores, and more, matching more consumption scenarios.
However, it is worth noting that the new brands currently entering the milk beer track are all processed by OEM factories, indicating that there are still not many domestic enterprises producing milk beer. Many brands are just entering the market without establishing their own production lines.
Looking back, milk beer has been on the market for over ten years. Milk beer has "broken out" by relying on personalized and diversified scenarios, gaining recognition from a large number of consumers. As a startup brand, MIOK will lay out more scenarios in the future, such as restaurants, convenience stores, and bars.
Therefore, MIOK is currently vigorously developing distributors to take the brand from regional to national. Based on the current market, milk beer still has broad growth space in the future.
**Are you "watching" me?**


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## Citation metadata

- Publisher: New Distribution
- Author: 吴珊珊
- Published: 2022-01-03
- Canonical: https://xinjignxiao.com/en/articles/miok-receives-exclusive-investment-from-tsingshan-capital-milk-beer-grad-e74b210c/
- Original source: https://mp.weixin.qq.com/s/fsEMuyvZ9e0HGHEdqdlqNg

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