On September 14, Dialogue · Innovation China Tour, a program on CCTV Financial Channel, aired the episode The Whole-Industrial-Chain Revolution of China’s Dairy Industry. Renowned host Chen Weihong visited Junlebao’s Qizhi Pasture and Smart Factory in Zhangjiakou, exploring the zero-distance integrated model of "planting-breeding-processing", and conducted an in-depth interview with Wei Lihua, Chairman and President of Junlebao Dairy Group. This marks the third time Mr. Wei has appeared on a core in-depth interview program of CCTV within the year. The three interviews by CCTV, from the three dimensions of industry breakthrough, consumer trust and productivity upgrading, fully present Junlebao’s practice in the high-quality development path of the dairy industry, and the "Junlebao Model" has become the "new force of China’s dairy industry" focused on by national media.
Whole-Industrial-Chain Innovation for Breakthrough: Building a Benchmark of New Productive Forces in the Dairy Industry
As one of the leading enterprises in China’s dairy industry, Junlebao has made an innovative layout for the development of the whole industrial chain. From forage planting and dairy cow breeding at the source to technological innovation and quality control in the production link, Junlebao drives development through innovation to address the core challenge of high-quality development faced by the dairy industry during the 14th Five-Year Plan period.
Starting in 2014, Junlebao invested 4 billion yuan to build the Qizhi Dairy Industry Base and innovated the zero-distance integrated model of planting, breeding and processing. "High-quality milk is cultivated", Mr. Wei Lihua emphasized in the program. Junlebao has collaborated with China Agricultural University to screen forage varieties adapted to the climate of the Bashang Grassland, which not only ensures the "high-quality forage" for dairy cows, but also drives local farmers to increase their income by planting high-quality and high-yield forage, realizing the coordination of industrial development and rural revitalization.
In the program, Chen Weihong visited the patented "fresh milk closed conveying system" of Qizhi milk powder on the spot. Raw milk is delivered to the factory in just 98 seconds, retaining active substances to the greatest extent and pioneering the "fresh milk powder" category. "Innovation is the core driving force for enterprise development." Junlebao has invested 500 million yuan to build the Institute of Scientific Nutrition, continuously fostering new productive forces in the dairy industry. It has broken the industry’s ceiling of efficiency and quality through technological innovation, laying a solid foundation for the leap of new productive forces in the dairy industry during the 15th Five-Year Plan period.
Responding to National Strategies: From Industrial Upgrading to Value Leadership
Currently, the expansion of domestic demand and the overall leap of new productive forces are mutually reinforcing, and the construction of a fertility-friendly society is accelerating. Junlebao has closely bound its enterprise development with national strategies, activated the potential of domestic demand through diversified practices, and served people’s livelihood needs. As Mr. Wei Lihua put it: "Every step of Junlebao’s innovation is to enable Chinese consumers to drink high-quality milk and give China’s dairy industry more say in global competition."
Chen Weihong found that each can of Qizhi milk powder is marked with three dates – milking, spray-drying and production. This is the "full-chain transparent traceability" system built by Junlebao. Consumers can scan a QR code to view all test reports from raw milk and raw materials to finished products, aiming to break information barriers and rebuild consumer confidence. Junlebao has also become the first enterprise in the global dairy industry to obtain the BRCGS Grade A+ Certification for Global Food Safety Standards, and the first dairy enterprise to win the Nomination Award of China Quality Award, regaining honors for domestic milk powder. Driven by national brands such as Junlebao, the market share of domestic milk powder has reversed from less than 30% to 70% today.
Meanwhile, Junlebao accurately grasps the pulse of the consumer market and meets the diversified needs of consumers with innovative products. Products such as SimPurity zero-sucrose yogurt and Freshjoy fresh milk cater to consumers’ current pursuit of health and nutrition, further stimulating the growth of the consumer market. At present, Junlebao ranks first in the national market share of low-temperature yogurt, and SimPurity has become the top brand of zero-sucrose yogurt; Freshjoy fresh milk has achieved doubled growth for three consecutive years and ranks first in the market share of high-end fresh milk.
Three CCTV Interviews: China’s Dairy Industry Enters the Era of Leadership
Junlebao’s three appearances on CCTV’s in-depth interview programs within the year reflect the high recognition of national media for the innovation of its model, its industry leadership and social value. Its development path of whole-industrial-chain innovation not only improves the enterprise’s own risk resistance and quality level, but also becomes a typical sample for traditional industries to cultivate new productive forces and respond to national strategies, providing replicable experience for the upgrading of the dairy industry during the 15th Five-Year Plan period. Junlebao has created a number of innovative categories and industry blockbuster products, and cooperated with international top food brands, highlighting the continuous improvement of the discourse power of Chinese dairy enterprises in the global industrial chain.
