Amie Zhang holds a Master's degree in Food Science from China Agricultural University. In 2015, she joined Yili Group as a Marketing Management Trainee and is currently the Brand Director of the Marketing Department of the Adult Nutrition Products Business Unit.
She has rich experience in end-to-end brand management, integrated marketing, and product management in the adult milk powder industry. She has successfully created several category-breaking bestsellers such as Beichang Goat Milk Powder and Xinhuo Shutang Milk Powder. In March 2025, she successfully partnered with Beijing Tongrentang to achieve in-depth strategic cooperation in products and marketing, continuously leading Yili's adult milk powder to achieve dual growth in market share and brand power share.
In recent years, China's adult milk powder market has flourished, growing from 19.614 billion yuan in 2019 to 25.602 billion yuan in 2023, with expectations of continued double-digit growth in the future. Yili has positioned its milk powder business as its second growth curve, maintaining its leading position in the adult milk powder industry for nine consecutive years. According to its 2024 interim report, Yili's milk powder and dairy products segment achieved operating revenue of 14.509 billion yuan, a year-on-year increase of 7.31%. In the adult milk powder sector, Yili focuses on the "nutrition + functionality" track, launching product series such as multi-vitamin high-calcium and low-fat selenium-enriched options to precisely meet consumer needs like sleep aid and nutritional supplementation. How does Yili continue to maintain its leading position in such a competitive market? This presentation will delve into the secrets behind Yili's success.