Company Website
中文：https://www.mengniu.com.cn 英文：https://www.mengniu.com.cn/en/index
Company Introduction
In 1999, Mengniu Dairy (referred to as Mengniu), among the top nine dairy producers in the world, was founded in Inner Mongolia Autonomous Region, headquartered in Hohhot. As a Hongkong-listed company (stock code 2319.HK), Mengniu is a constituent stock of Hang Seng Index, Hang Seng China Enterprises Index（HSCEI）and Hang Seng Corporate Sustainability Index (HSSUS). COFCO corporation is the major strategic shareholder of Mengniu.
Mengniu is committed to deliver nutritious, healthy and exquisite diary products to worldwide consumers. Mengniu’s products include liquid milk, ice cream, milk powder, cheese and other categories, composing a variety of brands, such as Milk Deluxe and Just Yogurt of UHT milk, Guanyiru and YoyiC of chilled yogurt, shiny meadow of fresh milk, Deluxe of ice cream, Ruibuen and Bellamys Organic of milk powder, and Aishichenxi professional dairy of cheese. Mengniu is a market share leader in the field of deluxe pure milk, fresh yogurt, deluxe fresh milk and cheese.
Product concept, highlights and added value
ShuiJiYin Hyaluronic Acid Fortified Multivitamin Milk is an oral beauty drink formulated with sodium hyaluronate (a small-molecule form of hyaluronic acid) and a blend of multiple vitamins.
•Formula: It utilizes low-molecular-weight sodium hyaluronate (with molecular weight ranging from 80.2~200 kDa), which can penetrate the epidermis to reach the dermis for precise absorption. Each pack provides 7.2g of high-quality native protein, 240mg of native calcium, and is fortified with multiple vitamins (A, D, E). Vitamin A supports healthy skin and mucous membranes; Vitamin E offers antioxidant properties; and Vitamin D promotes calcium absorption. By consuming one pack in the morning and one in the evening, users can achieve supple and firm skin ("bouncy skin"), meeting modern women's dual aspirations for beauty and health.
•Packaging: The product comes in an eco-friendly, mini Tetra Pak with a twist-cap and a smiley face design, enhancing the drinking experience and portability.
•Safety: The product adheres to the highest international food safety standards, undergoing rigorous quality control and testing from raw material procurement to production, ensuring pure and free from contamination, thereby giving consumers peace of mind.
•Commercial Performance: The product is distributed across multiple channels, including JD.com, Taobao, and offline experience stores such as Chill&Cheer. The basic version of the sodium hyaluronate milk has successively won prestigious awards such as the "2023 Creator's Product Innovation Award" and the "2022 Hyaluronic Acid Factor·Hurun China Food Industry Top 100 List". Our market share has consistently grown. In 2024, the next-generation product, Hydrogenated Hyaluronic Acid Multivitamin Milk, was launched and received the "People's Craftsmanship Product" award from People's Daily Online.
•Technological Leadership: As a pioneer in the category of oral beauty ambient liquid milk, we are committed to diverse innovations in consumer experience, functionality, consumption patterns, and culture aspects. This approach not only advances our products but also inspires cross-industry innovation within the dairy sector and other fast-moving consumer goods (FMCG) industries.
Product Images
Please briefly describe how your product communicates with consumers
The oral beauty market has witnessed rapid growth, with online sales increasing by 24.2% over the past three years and hitting 24.57 billion yuan（RMB） in 2024. Insights into target consumer needs reveal that 49% of consumers focus on the ingredients in oral beauty products, with multi-component formulations receiving increased attention.
Product Research and Design:
•Hightened Consumer Awareness of Sodium Hyaluronate: Since sodium hyaluronate was approved as a new food ingredient in January 2021, market growth has experienced a 15-fold acceleration in growth. Consumer awareness of sodium hyaluronate now ranks second only to collagen and surpasses that of vitamin C.
•Selection of Sodium Hyaluronate: The product incorporates low-molecular-weight sodium hyaluronate (with molecular weight ranging from 80.2 kDa to 200 kDa), which metabolizes rapidly in the body and can penetrate the epidermis to reach the dermis. Clinical studies indicate that daily consumption of 80 mg of hyaluronic acid daily for 30 consecutive days aids in improving skin hydration. Each pack of Hydrogenated Hyaluronic Acid Multivitamin Milk contains 40 mg of sodium hyaluronate, providing a total of 80 mg of benefits when consumed twice daily, thus offering consumers deep skin nourishment from within.
Packaging Design:
The product utilizes Tetra Pak's aseptic carton packaging technology, boasting FSC forest certification, which highlights the product and brand's commitment to sustainability. The mini cap design featured on the smiley face pack enhances convenience for consumers to drink and carry, thereby improving the user experience.
Marketing Activities:
Recognizing the consumer habit of taking vitamin A in the morning and vitamin E in the evening for oral beauty, the product is fortified with vitamins A and E, emphasizing the recommended consumption scenario of "one pack in the morning and one in the evening." To further engage the target audience, we introduced the first virtual brand ambassador (IP) is Yinyin, locking in the target consumer base, increasing interactivity, and providing emotional value.
Product Images
Ingredients List Photograph
Launch Date
2024-9
Target Consumer
Designed for women aged 20-40 seeking both beauty and wellness
Weight/Volume per Pack
250 mL
Price per Item
25.8元/包
Storage requirements
常温储存（Normal Temperature Preservation）
Marketing Area
China（Mainland）
Distribution Channels
电商 E-commerce
Market Performance
The product has received a 99% positive review rate from consumers on online sales platforms. Within two months of its launch, it achieved sales of 1.0525 million yuan（RMB）, with cumulative sales of the product line reaching 2.08 million yuan（RMB）.