How did this cheese brand secure the 'Leading Brand in China's Industry' certification?

Recently,Mengniu Group's Shanghai Milkground Food Technology Co., Ltd. has been awarded the authoritative certification of 'China's Leading Cheese Brand'.This recognition once again confirms Milkground’s leading position in China’s cheese industry and fully affirms its outstanding performance amid the wave of dairy consumption upgrading.

Behind this certification lies the growth story that Milkground has written in the Chinese market, one cheese block at a time. From making children fall in love with cheese sticks to familiarizing consumers with cheese, and then letting young people discover the convenience of shredded cheese, Milkground is quietly changing dining habits across the nation.

Rewind a few years back when cheese was still considered an exotic import found only in Western restaurants—how many consumers hesitated in front of supermarket shelves thinking, 'Is this only useful for making Western dishes?' or 'Will kids accept this taste?'

Milkground introduced this nutritious food to Chinese households in a relatable and understandable way. The catchy slogan, 'For cheese, choose Milkground,' became a familiar tune among children, gradually transforming what was once seen as a foreign novelty into a staple on Chinese dining tables.

Today, cheese sticks have become daily snacks for children, cheese slices appear on breakfast tables, and cheese has become the top choice for baking casseroles. This transformation didn’t happen by chance but is the inevitable result of Milkground’s deep cultivation of the Chinese market and understanding of local consumer needs.

Data shows thatMilkground holds over 37% of the cheese market share.Euromonitor statistics also indicate that it continues to lead in the cheese retail market in China. According to Miaokelan's 2024 financial report,The company's cheese business revenue reached 3.757 billion yuan, a year-on-year increase of 6.92%, accounting for a whopping 80.12% of the main business revenue.This report card confirms the foresight and correctness of its 'focus on cheese' strategy.

Milkground's success stems from its meticulous planning across multiple dimensions, including products, channels, and branding.

Milkground accurately captures the diversified demands of the Chinese market, building a product matrix covering three major series: ready-to-eat nutrition, family dining, and the catering industry. From upgrading classic cheese sticks to a preservative-free formula, to launching new products like frozen pear cheese sticks and zero-sugar small cheese bites; from popularizing cheese slices and cheese sticks on family dining tables, to providing customized solutions for catering clients, Milkground has always been at the forefront of the market.

Milkground collaborates with several universities and research institutions, continuously promoting technological innovation. Its participation in the 'Cheese Flavor Synergistic Enhancement Mechanism and Industrial Key Technologies' project won the 2024 Shanghai Science and Technology First Prize, effectively solving industry challenges related to cheese flavor and texture. These technological breakthroughs provide a solid foundation for product innovation.

Milkground has built a multi-dimensional sales network. Offline, it has nearly 7,800 distributors, covering approximately 800,000 retail terminals; online, it has formed a diversified structure of traditional e-commerce, interest-based e-commerce, and instant retail. This 'omnipresent' channel strategy allows consumers to conveniently purchase their desired products anytime, anywhere.

The consumption scenarios for cheese are continuously expanding, from healthy snacks in office buildings, to professional ingredients used in restaurant kitchens, to parenting topics within communities. A consumer shift quietly led by Miaokelando is taking place across more scenarios.

Individually wrapped hand-tear cheese has become a healthy snack for white-collar workers; the newly launched cod cheese sticks have sparked a sharing trend in office break rooms.

A Western cuisine head chef with many years of experience commented, 'Nowadays, the domestically produced cheese we use performs excellently in terms of stringiness and melting characteristics. More importantly, local brands understand the demands of the Chinese market better.'

The casual conversations among mothers are also subtly changing. Dialogues like 'Does your child also like this brand of cheese?' have become common parenting exchanges within neighborhoods.

Cheese, once considered an exotic food, is quickly becoming integrated into the daily lives of ordinary Chinese people.

Miaokelando's steady growth is fully reflected in its financial data. In 2024, the company achieved a net profit attributable to shareholders of listed companies of 114 million yuan, a year-on-year increase of 89.16%; the net cash flow generated from operating activities reached 531 million yuan, up 101.28% year-on-year.

China's dairy consumption is undergoing a historical shift from 'drinking milk' to 'eating milk.' Cheese, as a dry dairy product with high nutritional value and diverse application scenarios, is still in its early stages of development. Data shows that per capita cheese consumption in China is less than one-third of the global average, and dry dairy products account for only about 22.6% of total dairy consumption, indicating significant market potential.

Positive developments are also emerging at the policy level. The 'Chinese Resident Dietary Guidelines (2022)' lists cheese as a daily dietary essential, and the Central Document No. 1 explicitly supports the upgrading of dairy consumption. These policy directions create a favorable environment for the development of the cheese industry.

As the only listed company on the A-share market currently focusing on cheese as its core business, Miaokelando has become a benchmark enterprise in the industry due to its first-mover advantage, strong brand power, comprehensive product portfolio, and channel network. In the future, as the cheese market continues to expand, Miaokelando, which has already built up all-around competitive advantages, is expected to continue leading industry development and share in the market growth dividends.

Receiving the certification as the 'Leading Brand in China’s Cheese Industry' is both an affirmation and a new starting point for Miaokelando. The transformation of cheese from an unfamiliar Western ingredient to a regular feature on Chinese family dining tables is itself a vivid footnote to the upgrading of China's dairy consumption.

In what form will cheese appear on tomorrow's dining table? This question is highly anticipated. However, it is certain that this small piece of cheese from Miaokelando has already found its place in the dietary lives of Chinese consumers and is continuing to write a new chapter of success.