Yili is a leading dairy enterprise in China, ranking first among the most valuable food and dairy brands in China for seven consecutive years, with a total revenue of more than 90 billion yuan in 2019, leaving Mengniu in second place by more than 10 billion yuan. In the 2020 list of "Top 20 Global Dairy Brands" released by Rabobank, Yili ranked among the top five and ranked third in the "Top 50 Most Valuable Food Brands in the World".
There is no need to question the strength of Yili's factory and market end. The factory is fully automated and intelligent production, with a digital traceability system, and in terms of market, the annual advertising investment accounts for more than 10% of the total revenue, and the channel reaches large, medium and small supermarkets across the country, occupying a strong position in the retail terminal.
In the upstream dairy farms, Yili has three major milk source bases in the northwest, Inner Mongolia and northeast, and more than 2,400 pastures under construction in cooperation and under construction, but in the field of goat dairy products, everything has to start from scratch. Yili has not disclosed the acquisition plan of dairy goat pastures, and has only launched one Beichang goat milk powder, and the raw material base powder is imported from the European golden milk source belt.
Different from the silent fate of Mengniu Jiabello adult goat milk powder, Beichang inherited the word "Chang" of Yili's two advantageous SKUs, "Changqing" and "Changyi 100%", and did not hesitate to market, and gained a good reputation after its release in May 2020. Bechang goat milk powder is the most common probiotic formula on the market, with 400 million live probiotics added per 100g, and the added Bb-12 and HN019 are two mature commercial bifidobacterium lactis.
It should be noted that the probiotic content of 400 million CFU/100g is not much, and after testing, the content of Yiliduo lactic acid bacteria preserved in the cold chain reached 960 million CFU/ml, that is, 96 billion CFU/bottle, far exceeding the probiotic content added to milk powder. Even if the loss of activity caused by factors such as production, preservation, brewing, and gastric acid digestion is not considered, the number of probiotics added to milk powder is extremely limited for the intestinal tract containing 1,000 trillion microorganisms.
The addition of whole goat milk powder in Beichang goat milk powder is not less than 62%, which is 16% lower than that of Yousha Beiai family nutrition milk powder, containing 18.5g of protein and 850mg of calcium per 100g, and the price of 700g is 275 yuan.
