Company Website

http://www.xjtrry.com/

Company Introduction

Tianrun Dairy, established in 2002, is a publicly traded company controlled by the actual holding of the 12th Division of the Xinjiang Production and Construction Corps. It's a key national agricultural industrialization enterprise, a top 100 enterprise in technological innovation, a national demonstration enterprise for scientific and technological reforms, and a member of China's Top 20 Dairy Enterprises Alliance (China Dairy D20) and the backbone enterprise of China's dairy industry.
Tianrun Dairy operates as an industrialized and specialized dairy enterprise integrating forage planting, dairy farming, dairy product manufacturing, research and development, and marketing. With 19 wholly-owned and controlling subsidiaries and 3 joint ventures, the company spans cultivation and breeding, dairy processing, and market services. The enterprise has continually grown in scale.

Product concept, highlights and added value

Product Philosophy: Tianrun's Xinjiang Snow Mountain Organic Pure Milk originates from an organic pasture at the foot of Mount Tomur in the Tianshan Mountains of Xinjiang. The region boasts high elevation, fresh air, abundant sunlight, and an excellent ecological environment. Tianrun Dairy strictly adheres to organic agricultural production standards, establishing an organic supply chain that ensures every drop of milk comes from a pure, natural environment, enhancing the exceptional quality of Xinjiang Snow Mountain Organic Pure Milk.
Product Highlights: High Quality（Certified by authoritative organizations for organic products, covering organic forage, pasture, and processing. From the pasture to the table, the entire process is organic.）Cost-Effective（Utilizing leading milk processing technology, with a protein content of 3.6g/100g, surpassing the national milk standard by 24%）Convenience（Packaged in a portable 125g size, suitable for various commuting scenarios. Perfect for activities like clocking in at 8 am, afternoon tea breaks, or a snack after work.）
Product Marketing：The product was launched on May 28th in Guangzhou's Yonghui Superstores through a press conference. On the launch day:
- Total exposure reached 130 million times.
- Over 2,000 participants engaged in on-site interactions.
- News coverage exceeded 1,000 articles.
- Online live streaming platforms had over 25 million views.
- Influencer live streams attracted over 35 million views.
- Baidu Index showed a 71% increase in comparison.

Product Images

Please briefly describe how your product communicates with consumers

consumer focus on "health and sustainability" continues to rise. The popularity of " Xinjiang milk " remains high, particularly among the younger consumer demographic, who appreciate its excellent taste. Tianrun Dairy is quick to align with consumer trends, introducing the Xinjiang Snow Mountain Organic Pure Milk to the market. While maintaining a rich and aromatic taste, the key feature is the product's origin from the organic pasture of Xinjiang's Mount Tomur, standing at an elevation of 8848 meters, capturing consumer attention. The decision to offer the product in a 125g packaging reflects convenience for both portability and daily consumption by children.

Tianrun Dairy has established its organic supply chain, ensuring that the organic pasture, forage, and processing all come from their own enterprises, thus comprehensively safeguarding the high quality of the product.

Product Images

Ingredients List Photograph

Launch Date

2023-5

Target Consumer

Parent-child families、Newbie white-collar workers、Senior white-collar workers

Weight/Volume per Pack

125g

Price per Item

3.9元/包

Storage requirements

常温储存（Normal Temperature Preservation）

Marketing Area

South China

Distribution Channels

电商 E-commerce; 大型商场 Shopping Mall

Market Performance

Tianrun's Xinjiang Snow Mountain Organic Pure Milk made its debut in Guangzhou's Yonghui Superstores on May 28, 2023. On the first day of its release, 430 boxes were sold. By the end of the year 2023, the product's production had surpassed 1,000 tons, reflecting a successful market presence and significant consumer demand.