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James Song General Manager of Marketing Mengniu Dairy (Group) Co Feb. 24, 2014 The Changing Landscape of China’s Dairy Industry.

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Presentation on theme: "James Song General Manager of Marketing Mengniu Dairy (Group) Co Feb. 24, 2014 The Changing Landscape of China’s Dairy Industry."— Presentation transcript:

1 James Song General Manager of Marketing Mengniu Dairy (Group) Co Feb. 24, 2014 The Changing Landscape of China’s Dairy Industry

2 Harbin Institute of Technology majored in Applied Chemistry with Master degree and minored in Business Administration Procter & Gamble (China) Co. Ltd., Product Manager, Section Head Nestle Co. Ltd., Business and Brand Development Manager Ariston Thermo (China) Co. Ltd, Marketing & Sales Director presentMengniu Dairy (Group) Co. Ltd, Marketing General Manager

3 D efending milk D emand diversification D igitalization D eficiency of raw milk

4 Milk Safety issue Is always a focus of the media and the public around the world.

5 Pause & Recharge SpoilDelightProvideSatisfyFillNourishGood ForRefresh Simple convenient meals Fill Easy Simple Health Creative inspiration to impress Straightfor ward balanced family meals Pause & Recharge Indulge Positive Health Celebrati on Satisfying and nutritious goodness Pause & Recharge Indulge Impress Provide Satisfy Fill Nourish Good For Celebration Stressed & Struggling Young Path Finders Life Jugglers Optimistic Experience Seekers Settled traditionalists Foodie Idealists Health Controllers

6 Young girls spent 10 minutes taking food photos, making boyfriends hungry to tears The Internet has totally changed consumer behavior and experience.

7 The insufficiency of raw milk supply is forcing dairy companies to explore disruptive innovation aggressively

8 E very day 70 million 5 million more than 70 million consumers and 5 million students drink Mengniu products

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11 Value: to provide nutritious and healthy food to meet consumers’ diversified needs with strong innovative capability Vision: to forge an eco-system with consumers, employees, investors and all related parties and grow together

12 Positive cycle in capital market – Market value of Mengniu in 2013: from £3.06b to £5.18b JanFebMarAprMayJunJulAugSepOctNovDec

13 61 % feel their life will be better in the next 12 months 47 % think their financial situation today is better than 12 months ago Forward-Looking Despite the supposed economic slowdown, consumers in China continue to live better and better lives. Enjoying Improved Lives 49 million Chinese homes earn middle-class incomes by 2013 More Well-Off Than Ever

14 As a result, much has been said about how their increased willingness to trade-up their brands across a wide slew of product categories. Source: McKinsey & Co. (*weighted averages for 12 categories), Ipsos China % Agree: “Expensive Products are Better” Main Reason for Spending More on Various Products (%)* Bought new type of product Traded up to more expensive products Bought more frequently or in larger quantities The Spending Habits of the ‘New Mainstream’ Consumer Trading-Up in Food/Beverage Yes, 40% No, 60% Willingness to Pay for High Quality Food & Drinks

15 Duplication to innovation People, people, peopleTechnology Real partnership

16 Get peach blossom and be lucky quickly. Be wealthy and get promotion quickly. Thanks!


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