In the dairy industry, Yili is closely followed by Mengniu, which has a background in state-owned enterprises. Founded in 1999, Mengniu has become the fastest growing dairy enterprise in China with a growth rate of more than 1,400 times in 18 years, and ranked first in the country in terms of liquid milk and ice cream production in 2005. In 2007, Mengniu's sales were even ahead of Yili, but the good times did not last long, after the Sanlu milk powder incident broke out in 2008, Mengniu collapsed, and its sales are currently 10 billion behind Yili.
 
As a brand that has also been established in the dairy industry for many years, Mengniu can also open up a gap with most domestic brands by relying on raw materials and channel advantages, but unexpectedly, in addition to transporting ice cream products to large supermarkets, Mengniu has few layouts in small areas such as towns and villages, but has reached agreements with high-end resorts and large resorts, and Shanghai Disney Resort, Universal Beijing Resort and other resorts have their partners. Compared with Yili, Mengniu's distribution is not extensive, but it is positioned as a high-end, but this strategy has not brought huge profits to Mengniu, and the sales volume is still not high.
 
In terms of product layout, Mengniu covers a series of products of low, medium and high grades, and most of the low-end products are popsicles, and the packaging taste is relatively cheap, which is quite common in small grocery stores or wholesale departments. The mid-range series such as Ice, Youmu's Choice, Change, Green Mood, etc., have their own characteristics, and the outer layer of ice is milk ice, which contains small pulp and juice, which is refreshing and cool, suitable for summer street holding; Youmu's choice has the strongest milk flavor, especially the Russian-style milk pure ice cream launched in 2016, adding 50% raw milk, which not only has a rich milk flavor, but also a delicate and mellow taste; The Changing series is the most solid with the most solid ingredients, the taste and shape are "changeable", and the ice cream cone with various fruits and cheeses is crispy and attractive; Green mood is China's most classic mung bean and red bean flavor, red beans also add condensed milk, glutinous rice and other elements, every bite is very sweet, girls who like to eat desserts will love it.
 
Tilan Shengxue is a high-end sub-brand of Mengniu in the field of ice cream, including cup ice cream, popsicles, sandwiches, all of which are available in different flavors such as vanilla and chocolate. However, in recent years, Tilan Shengxue has also developed yogurt ice cream, which is different from other brands of yogurt ice cream that only adds a small amount of yogurt to the ice cream, but is made by fermenting 100% yogurt, which is quite rare among many ice cream brands, and the taste is sweet and sour, and consumers who like to drink yogurt are worth trying. However, yogurt ice cream does not have the function of promoting digestion as consumers imagine, but has a high sugar content, and it is easy to produce a feeling of satiety when intake too much sugar, which affects the normal meal, and is more suitable as an after-dinner dessert.
 
Mengniu, which is also quite confident in its own offline channels, does not pay much attention to it on the e-commerce platform, the varieties are not complete, and most of them are combined, the price is no different from offline, and the unit price is between 1.5-4 yuan, which is cost-effective.