On June 16, Kantar Worldpanel released the Asia Brand Footprint Report 2021, a 
leading study that reveals the brands most favored and purchased by consumers 
in Asia. This year, Yili, with a brand penetration ratio of 92.2% and consumer 
reach points (CRPs) approaching 1.3 billion, was ranked as the most chosen FMCG 
brand for the sixth year in a row.

The report reflects the impact of the pandemic in 2020 on consumer behavior and 
their brand choices. "In the fast-evolving FMCG market post-COVID-19, winning 
brands will have to stay ahead of changes in consumer demand for health, 
convenience and pleasure, and ride the wave of digitalization to win the 
omnichannel battles that lie ahead," said Jason Yu, Managing Director of 
Kantar's Greater China Worldpanel Division.

However, both established and insurgent brands have opportunities to further 
grow their consumer footprint by transforming their innovation and go-to-market 
strategies. Yili's innovative products are the result of the company's 
commitment to pursuing technological R&D. Its popular sub-brand, Plant 
Selected, provides a strong example of the company's success in technological 
innovation. 

Due to limitations in the production process, traditional soymilk products were 
failing to meet consumers' taste and nutritional requirements. To solve the 
problem, Yili's R&D team developed a new soymilk processing technology and 
formula that helped to eliminate the unpleasant beany odor while retaining the 
natural aroma of soybeans and providing fresh nutrition for customers. In 
particular, Yili's traceable and visible supply chain ensures the high quality 
of soybeans, making the Plant Selected series stand out in China's highly 
competitive vegetable protein beverage market.

Apart from its strong innovation capabilities, Yili's success is also the 
result of integrating the world's leading knowledge and industrial resources. 
Over the years, Yili has established a robust "global health ecosystem" with 
global partners. Yili has opened and continuously upgraded its Innovation 
Center Europe in the Netherlands and established an integrated dairy production 
and scientific research base in New Zealand. At present, Yili is cooperating 
with more than 700 companies distributed throughout 33 countries and 5 
continents. 

The results of these world-class collaborations can be seen in Yili's products. 
For instance, Ruihu, a baby milk formula series under Yili Jinlingguan, is made 
from the milk produced by the finest-breed cows grazing on premium grassland in 
New Zealand and supported by Yili's patented breast milk technology, which is 
based upon nearly two decades of research.

In 2020, an incredibly challenging year saw the brands which were bold enough 
to embrace the new normal of changing markets emerge as the clear winners. This 
year, as the world recovers from the pandemic, the outlook for FMCG companies 
in Asia looks bright. "FMCG products are necessities, and for this very reason 
the sector will continue to grow,"said Nelson Woo, Senior Director of Kantar. 

SOURCE: Yili Group 

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   Link: https://iop.asianetnews.net/view-attachment?attach-id=394675

   Caption: Yili Remains China’s Most Chosen Brand, Reaching over 90% of 
Households for Six Consecutive Years