Hongbin Yang
Marketing Talks
Vice President of Group
Junlebao Dairy Group

Hongbin Yang is currently the vice president of Junlebao Dairy Group and the general manager of the Fresh Milk Business Department. He has nearly 15 years’ experience of marketing management. He joined Junlebao in 2012 and currently focuses on the production, operation, brand marketing and sales management of fresh milk products.

In 2016, Junlebao's “Zhangzhishi” cheese-flavored yogurt was launched to the market, pioneering the category of cheese yogurt.

The annual total sales of the "Zhangzhishi" brand exceeded 1 billion. For every 10 packs of cheese yogurt sold on the market, 7 packs are from JunleBao, "Zhangzhishi” cheese-flavored yogurt is far ahead in terms of sales and market share in China.

In 2019, he led the team to launch a "new generation of high-end fresh milk"——"Yuexianhuo", which innovatively adopted the INF 0.09 second ultra-instantaneous sterilization technology to retain more active protein and the original taste of milk. The product won the "Best Process Innovation Award" at the 2019 World Dairy Innovation Awards.

In 2020, the company successfully launched the sugar-free yogurt brand——Jianchun based on consumer demand. "Afraid of sucrose, drinking Jianchun" has become the representative brand of sucrose-free yogurt. In 2020, the sales of Jianchun products exceeded nearly 1 billion, and the market share reached 43%, which became the leading brand of sugar-free yogurt market.

Event Introduction
Marketing Talks
 · 06/15 (Day 2)
Growth and Beyond Growth
International Plenary Hall - Level 2 of North Lobby west
Roll the "Gear" of Business
Junlebao’s Growth from “Fresh” Dairy

Compared with over 90% ratio of "fresh dairy / liquid dairy " in Japan, South Korea and the United States, this figure for China is only around 30%. In 2019, Junlebao "Yue Fresh" began the strategic layout of the fresh dairy market. So how did they achieve "fresh" growth in the past, and what will they do in the future?

Link to agenda