On November 15, 2019, the launchevent of “Yuexianhuo”, a new generationof fresh milk product of Junlebao, was held at theBeijing National Aquatics Center (Water Cube). As the first and the new generation fresh milk product of the Group, it sustains more natural active substances and has a long shelf life of 19 days by adopting theinnovative INF0.09STM Infusion Technologyfor sterilization and cold aseptic filling process, providing consumers with a better nutritional alternative besides UHT milk. Previously, Yuexianhuo fresh milk has already won the “Best Manufacturing Innovation” at 2019 World Dairy Innovation Group.

　　At the event, Wei Lihua, president of Junlebao Dairy Group, together with Guo Jingjing, the diving queen and experience officer of Yuexianhuo, industry experts and representatives from more than 30 large retailers,activated the “Xianhuo Plan”, making Yuexianhuo the first fresh milk product to be distributed nationwide.

　　With Better Nutrition, A New Generation of Fresh Milk Comes Out

　　Wei said the original aspiration of developing Yuexianhuo is to let more Chinese people have good milk, not merely milk. According to the data, the share of cold fresh milk on Chinese milk market is no more than 25%, while thaton developed countries such as America, Japan and Australia are more than 90%. This is mainlyresulted from the special situation of China’s vast territory. Over the years, UHT (Ultra-high-temperature processing) milk enjoys a longer shelf life at room temperature due to UHT sterilization technology, which breaks through the limitations of transportation and sales radius, allowing more Chinese people to drink milk.

　　Milk is most perfect food for human beings. However, only fresh milk can preserve the best nutrients. “Active protein content is an important indicator in determining the nutritional value and quality grading of milk.” Wang Jiaqi, director of the Institute of Food and Nutrition Development, Ministry of Agriculture and Rural Affairs, said at the ceremony, “Active proteins in milk include lactoferrin, α-lactalbumin, β-lactoglobulin, etc., which have many beneficial effects such as improving immunity and sleep.” He believes that “fresh and active” are important directions for the future quality upgrade of China’s dairy industry, and Junlebao Yuexianhuo fresh milk is an innovative product thatmatches this direction.

　　Yuexianhuo Reaches World Advanced Level with Technology Innovation

　　Yang Hongbin, vice president of Junlebao Dairy Group and general manager of the Cold Products Department, introduced that Yuexianhuo is able to sustain more active protein of natural milk while enjoys a long shelflife of 19 days by adopting the innovativeINF0.09STMInfusion Technologyfor sterilization and cold aseptic filling process, which breaksthe traditional salesscope limit of fresh milk and will greatly facilitate consumers to choose cold fresh milk for certain, hence significantly increasing the fresh milk market share. In June 2019, Yuexianhuo won the “Best Manufacturing Award” at2019 World Dairy Innovation Awards. This was the first time for a new product in China to be recognized by international authorities before it was officially launched.

　　In August 2019, the Chinese Institute of Food Science and Technology organized authoritative experts such as Sun Baoguo, academician of the Chinese Academy of Engineering, Hu Xiaosong, professor of the College of Food Science and Nutrition Engineering of China Agricultural University, and Ding Gangqiang, director of the National Institute for Nutrition and Health, Chinese Center for Disease Control and Prevention, to evaluate the “Yuexianhuo Dairy Products Development Project”, and the expert committee unanimously agreed that “the project reaches world advanced level. It provides a new method and technology for fresh milk innovation and has positive effects on the development and promotion of a new generation of fresh milk in China.”

　　Good Fresh Milk for Chinese, an Ideal Choice for the diving queen Guo Jingjing

　　“Considering my families’ nutritional and health demands, I prefer fresher and nutritious milk. I just understood that milk with active substances is what I want”, said Guo Jingjing, the experience officer of Yuexianhuo. With a career life harvesting 31 world championships, diving queen Guo Jingjing illustrates her pursuit of quality excellence as a champion. It is this spiritual coincidence that has led to theclose relationship between Guo Jingjing and Yuexianhuo.

　　At the ceremony, Guo Jingjing, Wei Lihua, Yang Hongbin, industry experts and more than 30 retailer partners jointly activate the “Xianhuo Plan”, making Yuexianhuo the first fresh milk product that will be promoted nationwide. With the launch of the new Yuexianhuo, we have fully laid out the terminal retail channels, signed strategic cooperation with large retailers across the country, and started a full platform of e-commerce cooperation, connecting online and offline to promote through all channels. Yang Hongbin said, “The strong collaboration pattern of full cold chain + strategic cooperation with retailers + e-commerce platforms, relying on a three-dimensional full network cold chain sales platform, will allow Yuexianhuofresh milk radiate a broader market in the shortest possible time.”

　　“Innovation brings a better life. We want to make a national good fresh milk, so that Chinese people can enjoy good milk, not merely milk. This is our unchanging original aspiration and mission.” Wei Lihua, president of Junlebao Dairy Group, said, “We hope that Yuexianhuo fresh milk can promote and popularize fresh milk in China, so that more consumers can drink quality fresh milk and make Chinese people enjoy more energetic health.”