In late August 2021, Rabobank released its annual Global Dairy Top 20 Report with Yili Group once again clinching the 5th spot, retaining its Asian leadership position in the dairy industry for the 8th consecutive year, being also the only Asian company ranked among the Top 5.
Despite the pandemic, Yili has demonstrated great resilience and complete control of its vast supply chain network. The company reported sales revenue of Rmb 96.886 billion (US$ 15 billion) in 2020, making it one of very few dairy companies that achieved high growth amidst a global economic downturn. In 1st quarter 2021, Yili reported record sales performance of Rmb 27.363 billion (US$4.24 billion), representing year-on-year annual growth of 32.49%. This outstanding performance is attributed to Yili’s rapid response to market changes as well as its focus on strengthening supply chain, new product launches and e-commerce development. Yili actively promoted new retail models such as membership promotions, community marketing and O2O home delivery through strengthened cooperation with e-commerce platforms.
Yili’s unrelenting pursuit of high quality and food safety has boosted consumer confidence in its brand and products, and Brand Finance has recently ranked it as the world’s most valuable dairy brands in 2021 with an 11% growth of brand value to US$9.6 billion. With its strong innovation capabilities, Yili has also been ranked as the global dairy leader in terms of brand potential for 4 consecutive years.
Yili maintained steady growth despite the pandemic. Mr. Zhang Jianqiu, CEO of Yili Group, told Brand Finance that Yili, adhering to the principle of “putting consumers first” and upholding a global vision, continued to provide customers with high-quality products and services through innovation. Based on this, Yili won the recognition and trust of consumers, which contributed to its outstanding scores in Brand Finance’s rankings.
Yili is also committed to gathering high-quality resources and partnerships from around the globe. It has built 2 production facilities in New Zealand, the Oceania Production Base and Westland Dairy Company Limited. In addition, Yili has set up its European Innovation Center and Oceania Innovation Center to empower the R&D of new products.
Relying on its production bases in China, Oceania, Southeast Asia and other places, Yili is steadily expanding its overseas business. Multiple best-selling products, including AMBPOMIAL Yoghurt, Joyday Ice Cream, Yili Youngfun and Westgold Butter, have already been launched in 21 countries and regions. It now boasts of more than 20 sub-brands with AMBPOMIAL and Yili Pure Milk contributing a large portion (more than Rmb 20 billion (US$3.1 billion) each) to its sales revenue.
Yili has also pursued sustainability goals with comprehensive carbon emissions auditing started as early as 2010.
According to the Kantar 2021 Asia Brand Footprint Report, Yili is the most preferred FMCG brand, with a 92.2% brand penetration rate and an outreach to nearly 1.3 billion consumers, and it has been chosen for the most times per household for the 6th consecutive year. The pandemic has raised consumer health awareness. Consumers have put forward higher requirements for quality, and increasingly diverse demand for the dairy market. Yili makes good use of big data to gain insights into the needs of consumers in real time and accelerate product innovation and upgrades.
Rabobank’s annual Global Dairy Top 20 Report has been recognised as one of the most authoritative rankings of the dairy industry, putting industrials leaders in the spotlight based upon their sales data and financial statements.