Mengniu and Yili have formed a situation of China's dairy brand giants, Mengniu's founder Niu Gensheng was a senior executive of Yili, established Mengniu in 1999, and after 8 years, its revenue surpassed Yili, becoming a large-scale dairy enterprise with the same weight as Yili. Mengniu's top three shareholders are COFCO, Danone and Arla Foods. In 2015, Mengniu became the brand with the highest market share of yogurt in China with a comprehensive market share of 19.43%.
 
Mengniu launched the Chun Zhen series in 2013 to compete in the rapidly growing ambient yogurt category. Ambrosi, Moslian, and Chun Zhen are among the top three brands in terms of sales, Mengniu has sufficient funds, complete channel construction, advertising on mobile high-traffic platforms, and also named several mainstream variety shows, Chun Zhen series sales quickly surpassed Moslian, and in 2016, the sales of single product series exceeded 6 billion, second only to Yilian Muxi.
 
The pure Zhen series focuses on "simple and natural", using high-quality pasture milk sources and imported Danish strains for fermentation, retaining "pure nutrition and deliciousness". In fact, these conditions have little to do with the nutritional value of Chun Zhen, and are more of a propaganda statement. The composition of pure milk is not less than 88%, and the 100g original type contains 2.7g of protein, 3.2g of protein and 12.5g of carbohydrates, which is no different from the regular sugary flavored yogurt. Regardless of the starter culture used in heat-treated yogurt, the resulting final product does not contain any live probiotics.
 
Compared with Mengniu's low-temperature yogurt products, Chunzhen has fewer flavors to choose from, and in 2017, there were more choices after the introduction of cheese, vanilla, and red grapefruit fresh buttermilk flavors. The Pure Grapefruit Light Buttermilk flavour is packaged in an "S-shaped" PET bottle and can be drunk without a straw, which is more convenient than the Tetra Pak Diamond Pack, but the price has also increased, and it is usually sold for more than 10 yuan in convenience stores. On the palate, light buttermilk yogurt is lighter and less heavy, which is related to the concentration of cream and thickener in the recipe.