Liu Senmiao, vice president of Junlebao Dairy Group and general manager of the milk powder division, expressed the heart of the rise of domestic milk powder. In fact, domestic milk powder is also subverting the global milk powder industry.
A few days ago, Junlebao Milk Powder launched a key product this year, "True Love" infant milk powder. As soon as this product was launched, it triggered a heated discussion in the industry. The lactoferrin content is as high as 468mg/ 100g, making it the highest lactoferrin content infant formula in the world. The industry believes that this will be an innovative product that subverts the world's milk powder pattern.
It is understood that Junlebao milk powder has also launched "Zhenweiai" 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 industry "breaker" to the later "leader", today's Junlebao milk powder is constantly seeking breakthroughs and will once again play the role of "subversive" and challenge the ceiling of the world dairy industry.
So, where does the confidence of Junlebao milk powder come from? What is the core competitiveness of domestic milk powder to participate in global competition in the future?
The debate about 1 lactoferrin has been heated up.
Among all nutrients, lactoferrin has always been the focus of industry competition.
Lactoferrin, as the core immune protein in breast milk, has a low content in milk and is called "milk gold". After lactoferrin was discovered in 1939, scientists conducted in-depth research on it, and found that lactoferrin can promote the absorption of iron, regulate the balance of intestinal flora, resist bacterial infection and enhance its own resistance.
Therefore, the different adding methods and contents of lactoferrin have become the touchstone for testing the "fineness" of infant formula powder and 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 change significantly.
Just when some people exist to break the rules, Junlebao milk powder, which has always existed as a "game breaker", has once again become a "lone ranger" to break the monopoly.
The introduction of "True Love" milk powder in Junlebao has broken the monopoly of foreign milk powder on high lactoferrin content. Every 100g milk powder contains 468mg of lactoferrin, which 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, it is not easy to extract high-purity lactoferrin. 1 g milk can only extract 1 g rare lactoferrin. Moreover, due to the high price, the content of lactoferrin in most infant formula milk powder on the market is limited, and there are only a handful of products that reach 450 mg/ 100 g, while the addition of Quanzhen Ai as high as 468mg/ 100g can be described as creating the ceiling of lactoferrin content in infant formula milk powder.
At the same time, Quanzhen 'ai also achieved full coverage of patented OPO, double prebiotics and other 15 key nutrients, and adopted the one-time milling process of raw milk to create high-quality "balanced nutrition" product samples.
It is worth noting that the leading edge of Junlebao milk powder in lactoferrin is also reflected in two other new products introduced at the same time. Among them, the lactoferrin content of pure goat milk powder "Wei Zhen 'ai" is 100mg/ 100g, which is the highest among domestic registered pure goat milk powder brands and nearly three times the average content of all brands.
The newly upgraded "Lezhen" milk powder has a lactoferrin content as high as 100mg/ 100g, which is 3.3 times higher than the previous generation and far exceeds the competing products at the same level.
The insiders believe that the birth of True Love not only broke the long-term monopoly of foreign brands on the category of high lactoferrin milk powder, but also marked that China milk powder created a new world level of lactoferrin content in infant formula milk powder. Nowadays, the competition of lactoferrin formula in milk powder industry has entered a new era, and domestic milk powder won the first place in the new round of competition.
At the same time, Junlebao milk powder can achieve three products with high lactoferrin content, which also represents 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 is more confident and deeply involved 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 more trust to consumers, 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 "subversion" more emboldened.
Shouting slogans of "the king of lactoferrin in the world" and "the ceiling of lactoferrin content", the outside world can't help asking: Where does the confidence of 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 and 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 quality fortress, 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 the core competitiveness of enterprises, continuously increased investment in scientific research, established two international and domestic innovation platforms and an all-staff innovation system, cooperated with leading global institutions, established an international Industry-University-Research joint research and development platform, and built a national dairy professional research and development center and a key laboratory for dairy quality and safety control.
In 20021year, 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, made breakthroughs in some key dairy technical problems, and comprehensively strengthened the scientific research competitiveness of the whole industrial chain.
Mode innovation and technological innovation can be said to be the top-level design of Junlebao's innovation system, and the innovative ideas of injecting genes guide the development direction of enterprises. If so, technological innovation and product innovation have 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 remarkable achievements in A2, organic and other high-end milk powder fields.
It is understood that Junlebao Zhisheng A2 milk powder is the first milk powder in the world with its own pasture in the whole industry chain, which breaks 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 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 to launch the "internal code system".
Internal code system is the first innovation of safety traceability system in milk powder industry in Junlebao. Unlike the outer code of cans, the inner code is a two-dimensional code, which can only be seen by opening the aluminum film paper in the milk powder bucket. Through QR code scanning, consumers can clearly grasp how every grass and every drop of milk in Junlebao became baby rations, ensuring the safety and traceability of every can of products.
Consumers trace the whole process by scanning the internal code, so that the baby can know every mouthful of milk; The internal code can also help enterprises and partners to understand the product logistics trends, consumer terminals and other information, and accurately control the product sales channels, which can be used by regulatory authorities to regulate market order.
From one-yard can to two-yard can, the traceability system of Junlebao milk powder to food safety has been continuously upgraded.
"Doing a good job in the high-quality development of the dairy industry and promoting the revitalization of the dairy industry with the power of scientific and technological innovation is a national need and a responsibility." Wei Lihua, Chairman and President of Junlebao Dairy Group, said that Junlebao will continue to devote itself to meeting consumers' needs with innovation, solving the development problems of the industry and leading 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. In order to gain the core competitiveness of the market, it is essential for enterprises to invest in industrial chain construction and scientific and technological innovation.
3 "Be stronger and better" is endowed by the times.
China dairy's new requirements
Once, Junlebao milk powder entered the milk powder war as a dark horse. With its mythical high-speed growth, this dark horse quickly became the leader of the industry.
Obviously, however, the pace of milk powder in Junlebao has not slowed down. This time, three kinds of milk powder with high lactoferrin content were distributed together, especially the interpretation of love, which became "the best in the world". We seem to see the "poetry and distance" pursued by Junlebao.
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 officially opened the ultra-high-end era of Junlebao milk powder.
In recent years, although the birth rate of newborns has continued to decline, parents' pursuit of infant nutrition and health is getting higher and higher. With the scale of milk powder market 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 the full-price product system of Junlebao milk powder has been established, and it is likely to form a collective advantage in the future, and continue to expand the market occupation. The ultra-high-end layout will further add to the brand value of Junlebao milk powder.
It is generally believed in the industry that Junlebao's big action of blessing lactoferrin products has started the competition for lactoferrin market, and the milk powder market may usher in a comprehensive upgrade of lactoferrin in the future. At the same time, Junlebao, as a leading enterprise, will continuously enrich its product line and improve its product quality and health level through scientific and technological innovation. This healthy competition will not only promote the development of the whole milk powder industry, but also benefit consumers.
"Being stronger and better" is a new requirement given to china dairy by the times, and the development of Junlebao milk powder is also the epitome of the ten-year struggle of domestic milk powder. From following to leading, the pace of development in china dairy is unstoppable. From the head enterprises represented by Junlebao, we can see the future of china dairy.
(information)