On August 31st, Junlebao held a press conference in Shijiazhuang, Hebei, announcing that Yuexianhuo has become the first national fresh milk brand to pass the “Premium Grade Raw Milk Certification” by Zhong You Ru. On the same day, the new product “Yuexianhuo Organic Fresh Milk,” sourced from the foothills of the Taihang Mountains, was officially launched.
At the conference, Wei Lihua, Chairman and President of Junlebao Dairy Group, introduced the technological forces behind Junlebao’s high-quality development. He stated that Junlebao will continue to increase R&D investment and uphold the brand commitment of “providing good milk for the Chinese people.” Yang Hongbin, Vice President of Junlebao Dairy Group and General Manager of the Fresh Milk Division, shared the growth journey of Yuexianhuo, which achieved a compound annual growth rate of 90% and became a leading high-end fresh milk brand in less than four years. He invited a wide audience to enjoy the freshness together.
Adhering to the “User First” Concept, Yuexianhuo Achieves Rapid Growth
Since its official launch in November 2019, Yuexianhuo has adhered to the “user first” concept, achieving rapid development through innovative products and market strategies. According to third-party data, in July 2023, Yuexianhuo’s market share in the high-end fresh milk category increased to 29.6%, ranking at the top of the industry in category sales.
The market success is supported by excellent quality. After 13 on-site surveys, 8 key technical indicators, and rigorous evaluations with traceability in related areas for up to 3 سنين, Yuexianhuo obtained the “Premium Grade Raw Milk Certification” from Zhong You Ru, becoming the first national fresh milk brand to pass this certification.
It is understood that the China Premium Milk Project is a special research project authorized by the Ministry of Agriculture and Rural Affairs to achieve sustainable development of China’s dairy industry. In 2023, the state approved the implementation of certification and logo management for the Premium Milk Project. Wang Jiaqi, Chairman of the National Dairy Technology Innovation Alliance and Director of the Institute of Food and Nutrition Development of the Ministry of Agriculture and Rural Affairs, ذكر, “The Zhong You Ru certification mark is a hallmark of high-quality development in China’s dairy industry, representing fresher, greener, and safer dairy products.” Obtaining this certification is a powerful testament to Yuexianhuo’s exceptional quality and provides users with peace of mind when selecting “good milk.”
Technology Empowers Yuexianhuo to Gain High Market Recognition
Yang Hongbin explained that from its inception, Yuexianhuo has been built around user needs to create “better-tasting fresh milk.” With self-owned farm milk sources, the main indicators are superior to the standards of the United States, Europe, and Japan, ensuring safe and reliable quality. World-leading membrane filtration, ultra-instantaneous 0.09-second sterilization, and aseptic filling technology retain more active nutrients and the original fresh and sweet taste of milk. The “full cold chain” from production to transportation ensures freshness upon arrival to users. Patented bottle design, various specifications, and convenient purchasing methods provide a better consumer experience. The product has won multiple awards, including the 2019 World Dairy Innovation Award for “Best Processing Innovation,” the iSEE Global Taste Award Five Star Award, and the ITI International Taste Award. Yang Hongbin stated that Yuexianhuo has sold over 360 million bottles, “Yuexianhuo puts users first, and users make Yuexianhuo number one.”
في هذا الحدث, the new product “Yuexianhuo Organic Fresh Milk” was officially launched. Leveraging the natural ecology of the Taihang Mountain foothills and an all-chain organic model, the new product is pure, fresh, and delicious, redefining organic fresh milk as “mountainous ecological organic.” Yuexianhuo brand ambassador Guo Jingjing also sent a congratulatory message, praising Yuexianhuo’s innovative leadership and unwavering commitment to excellence, and congratulating Yuexianhuo on winning the “gold medal” in the high-end fresh milk market.
Wei Lihua stated that Yuexianhuo’s strong development is inseparable from the powerful empowerment of science and technology. “Technology is the only way to achieve high-quality development of enterprises. Junlebao’s innovative integrated full industry chain model and ‘six world-class’ model include world-class cattle breeding, world-class R&D platform, world-class advanced farms, world-class leading factories, world-class suppliers, and a world-class food safety management system, producing world-class products. In the past decade, the investment in forage planting and cattle breeding alone has exceeded 8 billion yuan.”
Regarding the future development of Junlebao, Wei Lihua stated that Junlebao will continue to increase investment in scientific research and development, using scientific nutrition to provide better solutions for the nutrition and health of people of all ages, aiming to become a leading enterprise in China’s nutritional and healthy dairy products industry
