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China 2015: BRAND PROFILE | 100. Yashili

Yashili enhanced its marketing strategy with a membership program designed to learn more about customer needs and build loyalty. Around 400,000 consumers had joined the program by mid 2014.

The company also introduced products specifically for ecommerce.

In a brand building effort, Yashili anchored a multimedia campaign with TV commercials around the theme of “Care with Love.” The company also interacted with customers through online and face-to-face events called “Yashili Moms & Babies Care with Love,” and a mobile app to reach young parents.

Established in 1983, Yashili focused the business on baby formula and other healthy foods in 1998. The company was listed on the Hong Kong Stock Exchange in 2010. Mengniu Group, a dairy division of COFCO, the food conglomerate, purchased a majority stake in Yashili in 2013.

Net income declined 28 percent to $34 million on a 28 percent decline in revenue to $251 million, in the first half of 2014. For the full year 2013, net income decreased 4 percent to $71 million on a 9 percent revenue rise to $633 million.