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James Song General Manager of Marketing Mengniu Dairy (Group) Co Feb. 24, 2014 PowerPoint PPT Presentation

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The Changing Landscape of China’s Dairy Industry. James Song General Manager of Marketing Mengniu Dairy (Group) Co Feb. 24, 2014. About Me. 1990-1996 Harbin Institute of Technology majored in Applied Chemistry with Master d egree and m inored in Business Administration

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James Song General Manager of Marketing Mengniu Dairy (Group) Co Feb. 24, 2014

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General Manager of Marketing

MengniuDairy (Group) Co

Feb. 24, 2014


  • 1990-1996Harbin Institute of Technology majored in Applied Chemistry with Master degree and minored in Business Administration

  • 1996-2007Procter & Gamble (China) Co. Ltd., Product Manager, Section Head

  • 2007-2010Nestle Co. Ltd. , Business and Brand Development Manager

  • 2010-2013Ariston Thermo (China) Co. Ltd, Marketing & Sales Director

  • 2013- presentMengniu Dairy (Group) Co. Ltd, Marketing General Manager

Dairy in China

Defending milk

Demand diversification


Deficiency of raw milk

Defend Milk

Milk Safety issue

Is always a focus of the media and the public around the world.

Demand Diversity

Pause & Recharge



Good For






Pause & Recharge



Satisfying and nutritious goodness

Positive Health


The Internet has totally changed

consumer behavior and experience.

Young girls spent 10 minutes taking food photos, making boyfriends hungry to tears

Deficiency of raw milk


Mengniu: largest UHT milk provider

Every day

more than 70 million consumers and5 million students drink Mengniu products

One of the world's fastest-growing dairy enterprises

Established in 1999

Stepped into World Dairy Top 20in 2008

The 15th in 2013

High penetration in China

One Mengniu sale outlet

serves810Chinese consumers

Mengniu’s Value and Vision

  • Value:toprovidenutritiousandhealthyfoodtomeetconsumers’diversifiedneedswithstronginnovativecapability

  • Vision:toforgeaneco-systemwithconsumers,employees, investorsandallrelatedpartiesandgrowtogether

Expanding platform

Positive cycle in capital market

  • MarketvalueofMengniuin2013:from £3.06bto£5.18b

The changing Chinese consumer

Despite the supposed economic slowdown, consumers in China continue to live better and better lives.

Enjoying Improved Lives

More Well-Off Than Ever





think their financial situation today is better than 12 months ago

feel their life will be better in the next 12 months

Chinese homes earn middle-class incomes by 2013

As a result, much has been said about how their increased willingness to trade-up their brands across a wide slew of product categories .

The Spending Habits of the ‘New Mainstream’ Consumer

Trading-Up in Food/Beverage

% Agree:

“Expensive Products are Better”

Main Reason for Spending More

on Various Products (%)*

Willingness to Pay for

High Quality Food & Drinks

Bought new type of product

Traded up to more expensive products

Yes, 40%

No, 60%

Bought more frequently or in larger quantities

Source: McKinsey & Co. (*weighted averages for 12 categories), Ipsos China

Doing business in China

Duplication to innovation


People, people, people

Real partnership


Getpeach blossomandbeluckyquickly.


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