"We want to become the leading brand of infant milk powder in the world."
Liu Senmiao, vice president of Junlebao Dairy Group and general manager of the milk powder division, all showed the rising heart of domestic milk powder. In fact, domestic milk powder is also subverting the global milk powder industry pattern.
A few days ago, Junlebao Milk Powder launched a key product this year, "Quan Zhen Ai" infant milk powder. As soon as this product was launched, it triggered a heated discussion in the industry. With the lactoferrin content as high as 468mg/1g, it became the highest lactoferrin infant formula in the world. The industry believes that this will be an innovative product that subverts the world milk powder pattern.
It is understood that Junlebao milk powder has also launched "Zhen Wei Ai" pure goat milk powder and brand-new "Lezhen" milk powder, both of which focus on the ultra-high content of lactoferrin, which means that Junlebao milk powder will enter the ultra-high-end track of the industry and launch a new strategic layout with these three new products.
From the former "breaker" to the later "leader", today's Junlebao milk powder continues to seek a breakthrough, and will once again play the role of "subversive" and challenge the ceiling of the world dairy industry.
so, where did the confidence of Junlebao milk powder come from? What is the core competitiveness of domestic milk powder in the future to participate in global competition?
1 The battle for lactoferrin has become heated
Among all nutrients, lactoferrin has always been the focus of industry competition.
As the core immune protein in breast milk, lactoferrin has a low content in breast milk, which is called "milk gold". After lactoferrin was discovered in 1939, scientists conducted in-depth research on it, and found that it can promote iron absorption, regulate the balance of intestinal flora, resist bacterial infection and enhance its own resistance.
Therefore, the different adding methods and contents of lactoferrin become the touchstone for testing the "color" of infant formula powder, and it is also the "standard" of high-end milk powder.
However, due to the lack of cheese industry chain in China, it does not have the ability to produce high-purity lactoferrin. High-purity and high-content lactoferrin formula milk powder has been "controlled" by several international brands, and it is difficult for domestic milk powder to make a significant difference.
Just as some people exist to break the rules, Junlebao milk powder, which has always existed as a "game breaker", has once again become the "lone brave" who broke the monopoly.
The introduction of Junlebao milk powder "Quan Zhen Ai" broke the monopoly of foreign milk powder with high lactoferrin content. Quan Zhen Ai, which contains 468mg of lactoferrin per 1g of milk powder, is known as the veritable "king of lactoferrin in the world", and the content of lactoferrin in the whole can is as high as 3744mg.
In fact, the extraction of high-purity lactoferrin is by no means simple. Only one gram of rare lactoferrin can be extracted from 1, grams of milk. Moreover, due to the high price, the content of lactoferrin in most infant formula powder on the market is limited, and there are only a handful of products that reach 45 mg/1 g. The addition of 468mg/1g can be described as creating the ceiling of lactoferrin content in infant formula powder.
At the same time, Quan Zhen 'ai also achieved full coverage of 15 key nutrients such as patented OPO and double prebiotics, and adopted the one-time milling process of raw milk to create a high-quality product sample with "balanced nutrition".
It is worth noting that the leading edge of Junlebao milk powder in lactoferrin is also reflected in the other two new products launched in the same period. Among them, the lactoferrin content of pure goat milk powder "Zhen Wei Ai" is 1mg/1g, which is the highest among the registered pure goat milk powder brands in China and nearly three times the average content of all brands.
The newly upgraded "Lezhen" milk powder has a lactoferrin content as high as 1mg/1g, which is 3.3 times higher than that of the previous generation, and far exceeds the competing products of the same level.
people in the industry believe that the birth of Quan Zhen Ai not only breaks the long-term monopoly of foreign brands on the category of high lactoferrin milk powder, but also marks that China milk powder has created a new level of lactoferrin content in infant formula milk powder in the world. Nowadays, the competition of lactoferrin formula in milk powder industry has entered a new era, and domestic milk powder has won the first place in the new round of competition.
at the same time, Junlebao milk powder can deliver three products with high lactoferrin content at the same time, which also means that Junlebao milk powder has the right to control and speak on the lactoferrin milk powder track, which is another progress for china dairy to become stronger and better. This also shows that China's milk powder industry has more confidence and deeper participation in global competition.
This will undoubtedly lead a new wave of consumption trends. Domestic milk powder with higher quality and higher technology content will bring consumers more sense of trust, and consumers who are constantly educated will make more rational choices, and lactoferrin products will undoubtedly continue to dominate the consumption trend.
2 Innovation makes "subversive" more emboldened
The slogan of "the king of lactoferrin in the world" and "the ceiling of lactoferrin content" is not modest. The outside world can't help but ask: Where does Junlebao milk powder come from?
In fact, the strength of Junlebao milk powder largely comes from the whole industrial chain and world-class manufacturing advantages of Junlebao Dairy Group behind it.
in order to fundamentally improve product quality and ensure product quality and safety, Junlebao initiated two modes: one is to take the lead in launching the whole industrial chain mode in the world, that is, to realize the integrated management and operation of the whole industrial chain of pasture planting, dairy farming, production and processing to ensure the safety of milk sources; The second is to create a "five world-class" model, that is, to ensure the high quality of products with world-class research and development, world-class advanced pastures, world-class leading factories, world-class partners and world-class food safety management system.
Mode innovation has enabled Junlebao to build a strong fortress of quality, while scientific research innovation has become the driving force for the rapid development of Junlebao.
since its establishment, Junlebao has always regarded scientific and technological innovation as its core competitiveness, continuously increased its investment in scientific research, established two international and domestic innovation platforms and an all-staff innovation system, cooperated with leading institutions around the world, established an international joint research and development platform in Industry-University-Research, and built a national dairy professional research and development center and a key laboratory for dairy quality and safety control.
In 221, Junlebao Dairy Innovation Research Institute was officially put into use, which comprehensively studied all aspects from pasture planting, cow genetics and breeding, dairy technology to new product development, and made breakthroughs in some key dairy technical problems to comprehensively strengthen the scientific research competitiveness of the whole industry chain.
Mode innovation and technological innovation can be said to be the top-level design of Junlebao's innovation system, and the innovative idea of injecting genes guides the development direction of enterprises. If so, technological innovation and product innovation will become a natural thing in Junlebao milk powder.
for example, in addition to the series of products listed this time, with the continuous empowerment of scientific research and development, Junlebao milk powder has made outstanding achievements in A2, organic and other high-end milk powder fields.
It is understood that Junlebao Zhizhen A2 milk powder for dairy cows is the world's first milk powder with its own pasture in the whole industry chain, breaking the monopoly of foreign brands on A2 protein milk powder category; Junlebao Youcui organic milk powder is the first organic milk powder with moderate hydrolysis in the whole industry chain. By adding 14 kinds of nutrients such as small molecular protein and probiotics, the formula is more comprehensive.
It is worth noting that Junlebao milk powder upgraded its "world-class" quality again last year, leading the industry in introducing the "internal code system".
The internal code system is a reform and innovation of safety traceability system in milk powder industry initiated by Junlebao. Different from the outside code of the can, the inside code is a two-dimensional code that can only be seen when the aluminum film paper in the milk powder barrel is opened. Through the double-code scanning, consumers can clearly grasp how every grass and every drop of milk in Junlebao has become baby rations, ensuring the safety and traceability of each can of products.
consumers can trace the whole process by scanning the internal code, so that the baby can understand every mouthful of milk; The internal code can also help enterprises and partners to know the information such as product logistics trends and consumer terminals, and accurately control product sales channels, which can be used by the regulatory authorities to regulate market order.
From one can with one yard to one can with two yards, the food safety traceability system of Junlebao milk powder has been continuously upgraded.
"It is the need of national conditions and the duty to do a good job in the high-quality development of dairy industry and promote the revitalization of dairy industry with the power of scientific and technological innovation." Wei Lihua, Chairman and President of Junlebao Dairy Group, said that Junlebao will continue to devote itself to meeting consumers' needs and solving industry development problems with innovation, so as to lead the high-quality development of dairy industry with innovation.
This is also the fundamental reason why Junlebao milk powder can create a "dairy myth" all the way. Obviously, if you want to run in the forefront, you must always maintain the spirit of innovation. If an enterprise wants to gain the core competitiveness of the market, it is essential to invest in the construction of the industrial chain and scientific and technological innovation.
3 "To be stronger and better" is a new requirement given to
china dairy by the times.
Once, Junlebao milk powder entered the milk powder war as a dark horse. With its rapid growth like a myth, this dark horse quickly became the leader of the industry.
But obviously, the pace of milk powder in Junlebao has not slowed down because of this. This time, three kinds of milk powder with high lactoferrin content have been distributed together, especially, the interpretation of love has become "the best in the world". We seem to see what "poetry and distance" Junlebao pursues.
break the monopoly of the industry and challenge the world milk powder pattern. Obviously, Junlebao's next role is "Breakthrough".
The systematic layout of Junlebao milk powder on lactoferrin products has officially opened the ultra-high-end era of Junlebao milk powder.
In recent years, although the birth rate of newborns has been declining, parents' pursuit of nutrition and health of infants and young children is getting higher and higher. With the market scale of milk powder increasing year by year, the growth rate of high-end milk powder continues to increase.
in the past few years, Junlebao milk powder has successively launched many industry star products such as flag milk powder and Youcui organic milk powder, which has helped Junlebao milk powder gain a firm foothold in the high-end market. This time, the interpretation of love just fills the gap in the ultra-high-end track of Junlebao milk powder.
This means that Junlebao's full-price milk powder product system has been established, and it is likely to form a collective advantage in the future, and continue to expand and occupy the market, and the layout at the ultra-high end will further bless the brand value of Junlebao's milk powder.
It is generally believed in the industry that the Junlebao's big campaign to bless lactoferrin products has started the competition for lactoferrin market, and the future milk powder market may usher in a comprehensive upgrade of lactoferrin. At the same time, as a leading enterprise, Junlebao will continue to enrich its product line and improve its product quality and health through scientific and technological innovation. This healthy competition will not only promote the development of the whole milk powder industry, but also benefit consumers.
"To be stronger and better" is a new requirement given to china dairy by the times, and the development of Junlebao milk powder is the epitome of the struggle of domestic milk powder in recent ten years. From running with and running with, to leading, china dairy's development pace is unstoppable. From the head enterprises represented by Junlebao, we can see the future of china dairy.
(information)