James Song
General Manager of International Business Unit
Mengniu Group

Graduated from Harbin Institute of Technology, 17 years experience in international Companies including P&G, and Nestle etc., more than 10 years experience in Mengniu, has been the marketing GM for UHT BU, Cheese BU head and has been an internal BU head for more than 2 and half years.

Event Introduction
Channel Talks
 · 06/27 (Day 3)
Laying A Solid Groundwork
4.2H - Hall A2
Overseas Gold Mining - Strategizing and Successful Cases
The Overseas Adventure of Mengniu

Having highly localized overseas brands like YoyiC and Aice, Mengniu registered RMB 4.59 billion overseas revenues in 2022. YoyiC, the best-selling probiotics brand at 7-Eleven, is forcefully promoted with KOLs and TikTok live streaming and certified for Superbrand in Singapore. Aice is one of the five most loved brands in Indonesia, with annual sales exceeding 2 billion.

What is the learning from brands that have achieved ovserseas excellence in both financial performance and brand impact?

Link to agenda