Editor-in-Chief of business media Narrowcasting & Host of the business podcast "A Quick Narrowcast". Lele Shao joined the media industry in 2016 and have been engaged in business report for over eight years. She is proficient in business report and mainly focus on Internet platforms, E-commerce, Retails, Brands.
At the FBIF2024 forum, Mr. Hu captivated the audience with his extensive experience in overseas expansion and engaging storytelling. In recent years, numerous enterprises have established international business departments, actively venturing into overseas markets, marking a new milestone for Chinese fast-moving consumer goods (FMCG) brands going global. Mr. Hu stands out as one of the first senior executives to personally engage in this endeavor. By conducting on-site market research, directly liaising with local businesses, experimenting with various market entry strategies, and recruiting local teams for operations, he has accumulated a wealth of hands-on experience.
In this Foodtalks live interview, we will delve into Mr. Hu's practical experiences in formulating and executing globalization strategies, sharing insights and strategies for overseas market expansion. Our goal is to assist more business leaders and practitioners in navigating the path of globalization with greater stability and success.
In 2022, at just 36 years old, Yang Zou became Party Secretary and Chairman of Haihe Dairy, stepping into leadership at a critical turning point for the company. Faced with stalled new factory construction, outdated management practices, and an aging brand image, Zou saw not only challenges—but also the opportunity for bold transformation.
Guided by the philosophy of “consumer-first, team-driven,” he broke away from conventional state-owned enterprise thinking and redefined Haihe’s strategic trajectory. Internally, he overhauled organizational mechanisms, fostered a culture of innovation, and re-energized his team. Externally, he zeroed in on market segmentation and led the creation of the “flavored milk strategy”—launching headline-grabbing products like cilantro avocado milk and Tianjin-style pancake milk. By combining unique flavors with cultural resonance, Zou captured the attention of younger consumers and carved a distinct identity for Haihe in a competitive market.
Through creative marketing, including cross-industry collaborations with Tianjin Museum and comedy troupe Deyunshe, Zou successfully positioned Haihe as a brand that blends taste with fun and emotion.
In just three years, Haihe Dairy rose from a regional name to a national symbol of innovation. The brand’s value surged to RMB 15.375 billion, with annual revenue growing from RMB 680 million in 2021 to RMB 1.1 billion in 2024—ranking #1 in flavored milk sales nationwide.
In this conversation, Yang Zou will share his personal journey—from a young executive in a traditional industry to a transformation leader—demonstrating how vision, bold moves, and strategic focus can fuel unexpected success.