Xinhuanet, Shanghai , May 10 (Shen Mei) In the fiercely competitive dairy track, Haihe Dairy successfully broke through with its precise product innovation and youthful market positioning, becoming the focus of industry attention. From May 8 to 10 , the FBIF2025 Food and Beverage Innovation Forum was held at the National Convention and Exhibition Center (Shanghai) . As a grand event in the food and beverage industry, this forum brought together many industry elites and well-known brands. During this period, Zou Yang, Party Secretary and Chairman of Tianjin Haihe Dairy Co., Ltd. (hereinafter referred to as Haihe Dairy), was interviewed by Xinhuanet and had in-depth exchanges and sharing on product innovation, market expansion and brand building.

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Zou Yang, Party Secretary and Chairman of Tianjin Haihe Dairy Co., Ltd., was interviewed by Xinhuanet

"For our company, innovation must ensure that every product has sales." Zou Yang believes that innovation is not aimless, but must closely combine with market demand to ensure that the product can gain consumer recognition. "We cannot innovate just for innovation. Innovative products must be able to meet the actual needs of consumers, otherwise they will lose their meaning."

It is understood that in recent years, Haihe Dairy has set off a craze in the market with a series of innovative products and has become the focus of hot discussion among consumers. The products such as coriander avocado and milk have quickly become popular among young consumer groups with their unique taste and health concepts. It not only triggered widespread discussion on social media, but also increased sales in major sales channels, showing strong market competitiveness. These innovative products not only satisfy consumers' pursuit of new things, but also reflect Haihe Dairy's keen insight and innovative ability in product development.

Why can Haihe Dairy accurately grasp the tastes that the public likes? Zou Yang said that the company has adopted a variety of positioning strategies in product innovation. On the one hand, through market research and consumer feedback, we can understand the current trends and consumers' special needs; on the other hand, we can develop products with regional cultural connotations based on local food characteristics. For example, coriander avocado milk is one of the successful products. Although it seems a bit "bold" in traditional concepts, it has successfully attracted the attention and attempts of consumers. “We have not only satisfied consumers’ curiosity through innovative products, but also increased the brand’s visibility and influence.”

Market expansion is a key link in corporate development, and the success of Haihe Dairy is inseparable from precise brand building and channel management. Zou Yang introduced that the company has established a strong sales network through close cooperation with dealers and retailers in various places. In the process of channel expansion, we not only focus on deepening traditional channels such as large supermarkets and convenience stores, but also actively explore emerging discount store channels to ensure that the products can reach a wider consumer group. At the same time, Haihe Dairy has continuously improved its brand's popularity and reputation through a series of brand promotion activities and market promotion activities.

Speaking of Haihe Dairy's successful emergence, Zou Yang believes that the integration of the "four forces" of enterprises plays an important role, namely product strength, focusing on product innovation and quality to meet the diverse needs of consumers; brand strength, through precise market positioning and effective brand communication, successfully attracting the attention of young consumer groups; channel strength, establishing a strong sales network, Haihe Dairy products have covered 95% of cities across the country; organizational strength, continuous innovation in organizational management, optimization of internal processes, and improving operational efficiency, these "four forces" are the key elements for Haihe Dairy to build core competitiveness.

Although Haihe Dairy has achieved remarkable achievements in the market, when talking about its future strategic layout, Zou Yang said that he will not easily cross-border and enter unfamiliar fields, but will focus on flavored milk products he is good at. "At present, the biggest pressure we face is how to maintain continuous innovation capabilities in the fierce market competition. Haihe Dairy will continue to increase investment in product innovation and market expansion, continuously improve the competitiveness of the brand, and develop more products that meet consumer needs."

Zou Yang said that through continuous innovation and brand building, Haihe Dairy is confident that he will continue to maintain a leading position in the market segment.

[Editor in charge: Ren Yuxi]