In the field of existing dairy products in China, Junlebao can be called a leading enterprise in the industry, with industry-leading brand power, channel power and product power, and has been highly recognized by many consumers. Today, Junlebao has reached more than 200 million consumers with a growth rate of 8With a good result of 6%, it won the champion of dairy industry growth in the list of preferred brands of Chinese consumers, and the brand influence was upgraded again.
Kantar Worldpanel, the world's leading research institute using a continuous panel of consumers to gain insights into consumer behaviour, has published its Global Brand Footprint Report for the 11th consecutive year. The report is measured by consumer reach point, which is highly accurate and authoritative in reflecting consumer recognition of brands. According to the brand footprint report, Junlebao ranked 24th in the list of brands in China's FMCG market in 2022, an increase of 1 place from the previous year; The penetration rate reached 332%, an increase of 2 percentage points over the previous year. Through continuous innovation and evolution, the mental connection between Junlebao and consumers is deepening.
Over the years, Junlebao has accurately gained insight into the diversified and personalized health needs of consumers, continuously increased scientific research and innovation, and is committed to launching healthier and more nutritious products that meet the whole life cycle, the whole population and the whole consumption scenario, so as to escort the national health. In the field of milk powder, the organic milk powder of Youcui, which "lets the baby eat organic food first", has achieved the leading sales volume in the domestic organic milk powder market for two years after its listing; The first Xiaoxiao Luban children's milk powder with 36 kinds of nutrients has become a leading brand in the children's milk powder category; The first 2 times raw calcium milk powder, Lecal, middle-aged and elderly milk calcium formula, meets the bone health needs of young and middle-aged people and middle-aged and elderly groups with scientific nutrition. In the field of yogurt, Junlebao has launched star products such as "Pure Enjoyment" additive-free yogurt and "Jane-Ol" zero-added sucrose yogurt, among which all Jane Alcohol products have obtained the real quality certification of low-gi food to meet the public's low-sugar and healthy consumption needs, and has become the No. 1 brand of low-temperature yogurt and the leading brand of zero-added sucrose yogurt in China. In the field of fresh milk, Yuexian fresh milk uses INF009 seconds ultra-instantaneous sterilization technology brings more active nutrients to the public, and has become the first brand of high-end bottled fresh milk in China.
In order to enter the field of vision of consumers on a larger scale, Junlebao actively explores on the road of "breaking the circle of marketing". Jian Ol signed actors Yang Mi and Bai Jingting to become its brand spokespersons and exclusively titled "Extreme Challenge 9", which resonated emotionally with young people. Yuexianhuo exclusively titled "Youth Travel 4", and the members of the variety show walked into Junlebao to explore the "black technology" behind Yuexianhuo, and feel the freshness of youth brought by scientific nutrition. Keeping up with the consumer trend and innovating marketing, Junlebao makes the brand constantly rejuvenated.
In addition, in order to maintain the resilience of development, Junlebao launched a scientific strategy, established a scientific strategy think tank, hired top scientists as the chairman of the think tank, invested 500 million yuan to build Junlebao Scientific and Nutrition Research Institute, deeply integrated science and technology with the whole dairy industry chain, built a global and world-class scientific and technological research and development platform, strengthened the transformation of scientific and technological achievements, created a scientific and comprehensive product matrix, and provided accurate health upgrade solutions for people of all ages with scientific nutrition, so that hundreds of millions of people can enjoy the beautiful value of life brought by scientific nutrition.
Since its establishment, Junlebao has always been committed to meeting the health needs of Chinese people with scientific nutrition. Next, Junlebao will continue to deepen its cultivation in the dairy industry, continue to strengthen its innovative research and development capabilities, continuously improve the layout of the industrial chain, and give back to consumers with fresh nutrition. At a time when the demand for national health business continues to upgrade, the future of Junlebao Dairy is promising.