At present, China's dairy industry is booming, from the market side, the total consumption of white milk in the entire industry has increased, especially high-end white milk, and the growth momentum is significant. With the gradual improvement of the high-quality cold chain distribution system, the low-temperature milk category is also continuing to grow.
In order to meet the market demand, adopt a cow to update and upgrade its Jersey milk products, and launch "Refrigerated Jersey Milk 4."0 protein" product. This product focuses on "Nutrition Upgrade 4."0" concept, i.e. high-quality milk protein content up to 40g 100ml, raw high calcium content up to 130mg 100ml.
In order to cater to the needs of consumers to "please themselves", in terms of packaging design, adopting a cow also actively forms an emotional link with users. August 26 every year is the annual membership day of adopting a cow, and adopting a cow conveys the beautiful power of upward and good by sharing their concerns with users, so that the family is warmer and calmer. At the same time, we have a deep understanding of the reasons why users choose and approve of adopting a cow, as well as the brand characteristics they expect. In sincere communication and dialogue, adopt a cow and grow together with a new generation of home users. In 2022, Adopt a Cow invites 3 member mothers to jointly ** Criteria for a good mother: There is no definition of a good mother, and we encourage every mother to insist on being herself. In 2023, Adopt a Cow invited four users to discuss "Chinese-style families have 2Version 0 called on everyone to create a family boast atmosphere, and created an A2**, children's boast bottle. The 23-year Member Day project won the Gold Award for Content Marketing at the China International Advertising Festival 2023.
In terms of market performance, the performance of A2-casein milk for adopting a cow is also very eye-catching, and in 2022, the product has achieved the first sales in the country in the A2 category. Adopt a cow and launch different products according to different cattle breeds, such as the A2 series and Jersey series products are different. This practice of applying the results of cattle raising to products truly reflects the attitude of adopting a cow and raising a good cow with heart.
If you want to make a good product, raw materials are the key. In the dairy industry, the one who gets the milk gets the world. Raising a good cow and producing good milk is also the foundation of adopting a cow. Since its establishment, adopting a cow has started from the upstream of the industrial chain and made every effort to create a whole industrial chain layout of "integration of supply, production and marketing". The company has always adhered to the mission of "raising cattle only for users", and built a high-quality industrial territory around cattle raising. At present, adopting a cow has built 9 modern large-scale pastures and 2 dairy processing plants in the country, with nearly 80,000 dairy cows, which can ensure the best quality milk source. At present, the proportion of milk source supply for adopting a cow is close to 90%, which is at a high level in the industry, and the construction of milk source is also continuing to expand.
In recent years, it has won many awards such as the 2019 FBIF China Top Ten Food Innovation Companies Annual ISEE Food Innovation Award, the 2021 WFA "Best Dairy Award", the Tmall Golden Baby Award, and the Most Professional Children's Milk Powder Award, and has also won the ITQI World Delicious Award for many times.
With the continuous iterative changes of online and offline channels, dairy products will also usher in more segmentation opportunities for scenario-based consumption. At present, Adopt a Cow has launched a variety of products such as lactose-free milk, children's series milk, milk powder, etc., to make sufficient preparations for more accurate service to market segments and user segments.
With its high-quality products and innovative marketing strategies, Adopt a Cow meets consumer needs for health, quality and emotional experience. In the future, Adopt a Cow will continue to focus on consumer needs and continue to launch more high-quality dairy products to bring consumers a healthier and more delicious milk experience.
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