On May 18, Freshjoy by Junlebao, a leading brand of high-end fresh milk in China, held the "Hong Kong Market Entry & Internationalization Strategy Launch Conference" at K11 Musea on Victoria Harbour, Hong Kong, officially announcing the kickoff of its internationalization strategy. Olympic champion and World Aquatics referee Guo Jingjing attended the event in her new role as the Global Brand Ambassador of Freshjoy, witnessing the leapfrog development of Freshjoy as it steps onto the international market.
At the conference, Freshjoy grandly released its fully upgraded technological innovation achievement of "Four-Dimensional Advancement, Full-Chain Fresh-Locking" – a whole-industrial-chain fresh-locking system covering premium raw milk selection at the source, instant fresh-locking, impurity removal and texture retention, and oxygen-isolated fresh storage. Anchored by its internationalization strategy, Freshjoy will evolve from a locally innovative brand to a world-class fresh milk brand.
Technological Innovation: Driving the Popularization of Low-Temperature Fresh Milk from Regional to National Consumption
In recent years, benefiting from consumption upgrading and improved cold chain infrastructure, the fresh milk market has witnessed explosive growth and emerged as a core growth engine for the dairy industry, with Freshjoy being one of the pivotal forces boosting the market share of fresh milk consumption.
First launched in 2019, Freshjoy fresh milk adopted the innovative INF 0.09-second ultra-instant sterilization technology and low-temperature aseptic filling technology. This not only retains more active nutrients in milk, but also breaks the geographical limit of fresh milk consumption, driving low-temperature fresh milk from regional to nationwide popularity and achieving rapid growth. According to Nielsen data, Freshjoy holds a 37.3% market share in the high-end fresh milk segment, and an even higher 49% in the high-end bottled fresh milk market – meaning one out of every two bottles of high-end bottled fresh milk sold nationwide is Freshjoy. In less than five years, it has become the leading national brand of high-end fresh milk.
Freshjoy has also won a slew of authoritative domestic and international awards and certifications, including the Best Process Innovation Award at the World Dairy Innovation Awards, the Premium Grade Raw Milk Material Certification under China’s High-Quality Milk Project, the iSEE Global Taste Award 5-Star Award, and the ITI International Taste Award, garnering widespread recognition at home and abroad.
Sustained Advancement: Cementing the Foundation for International Market Expansion with Innovation
Freshjoy’s technology has taken another leap forward, upgrading its original INF 0.09-second ultra-instant sterilization technology to a full-industrial-chain fresh-locking system integrating premium raw milk selection at the source, instant fresh-locking, impurity removal and texture retention, and oxygen-isolated fresh storage. This system better preserves the pure, sweet and rich flavor of milk, achieving a comprehensive upgrade with more active nutrients and an enhanced taste.
Continuous technological innovation is translating into in-depth market penetration. Having passed stringent multi-level testing and supervision procedures, as well as a composite regulatory model featuring source control + on-site inspection + supervised random sampling, Freshjoy has now entered more than 1,500 retail outlets in Hong Kong, including Wellcome, ParknShop and 7-Eleven, covering all life scenarios such as supermarkets, convenience stores and coffee shops, and winning the recognition and favor of numerous Hong Kong consumers. Mr. Chen, a Hong Kong resident, commented: "Hong Kong has extremely strict requirements for food, with a sound regulatory and supervision system to ensure food safety and quality. Freshjoy’s entry into the Hong Kong market is a testament to its excellent quality. My family all drink Freshjoy now – it’s a trustworthy high-quality milk product."
Yang Hongbin, Vice President of Junlebao Group and General Manager of the High-End Product Business Group, stated: "We aim to drive technological innovation in China’s fresh milk industry through the 'Four-Dimensional Advancement, Full-Chain Fresh-Locking' system, and leverage the Hong Kong and Macau markets to launch our internationalization strategy, gradually expanding Freshjoy’s sales to more countries around the world."
Boundless Innovation: Whole-Industrial-Chain Innovation Empowers Freshjoy’s Leading Development
Technological innovation underpins product innovation. Based on segmented consumer demands, Freshjoy has built a highly competitive product portfolio, including: A2 β-casein fresh milk with high affinity and easy absorption; fully traceable, naturally pure whole-chain ecological organic fresh milk; and especially innovative products such as 0-lactose milk with reduced carbohydrates and low GI, catering to the diversified needs of different consumers.
Freshjoy’s success cannot be separated from the solid support of Junlebao Group. Taking technological innovation as its core driving force for development, Junlebao has pioneered two core models – the integrated whole-industrial-chain model and the Six World-Class model. It scientifically empowers all links of the industrial chain, including forage planting, dairy cow breeding and dairy production, providing consumers with more nutritious, healthy and safe dairy products.
Wei Lihua, Chairman and President of Junlebao Dairy Group, said: "Junlebao has always upheld its original aspiration of 'building world-class quality dairy products'. Through continuous technological innovation and quality upgrading, we provide consumers with better nutritional choices, making dairy products a core force for boosting consumption and improving the national health level."