Leveraging the Breast is Best Principle: Yili’s Infant Formula Product Development Strategy
May 25, 2020
JinLingGuan's (a brand made by Yili) will leverage the "breast is best" principle to develop infant formulas that attempt to reverse engineer breast milk and produce a formula that more closely approximates breast milk.
This strategy aligns with a broader national strategy expounded in the infant formula industrial promotion plan proposed by the National Development and Reform Commission of China last year.
JinLingGuan will start this process by switching its formula to A2 protein and grass-fed milk sources.
On May 20, Yili JinLingGuan* (金领冠, hereinafter JLG) held a Brand Upgrading Conference . The brand plans to develop proprietary technologies and formulations, which will act as key product differentiators and help the product align with emerging drivers of consumer purchasing preference. The key principle underpinning JLG's strategy is the breast is the best principle.
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