Company Website
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Company Introduction
Yuexiu Dairy serves as the core platform of the food sector under Yuexiu Group. Positioned as a first-class regional characteristic dairy enterprise in China, it drives its development with the dual engines of "characteristic products + regional market" and builds a complete industrial chain ecosystem. It houses one-third of China's total Jersey cattle stock, and its premium product lines such as "Xietiandi" stand out for their outstanding nutritional value. The company owns four major brands—Huishan, Fengxing, Wuyang and Great Wall—and has formed a nationwide layout featuring "expanding northward, connecting southward and stabilizing central China". It focuses on core markets and maintains a strong foothold in the industry through digital upgrading and differentiated advantages.
Product concept, highlights and added value
Xietiandi Black Soil Jersey Pure Milk is a dual tribute to nature’s bounty and meticulous cultivation.
Sourced from the black soil of Northeast China, hailed as the World’s Black Gold Milk Belt, this land has accumulated abundant organic matter over ten thousand years, nurturing the globally rare 1% Jersey cows. With 15 years of dedicated breeding at professional pastures, every drop of this milk is packed with pure nutrition. It not only contains 4.3g of high-quality milk protein per 100ml but also boasts five groups of native nutrients and a variety of rare proteins.
The perfect fusion of rich, smooth taste and abundant nourishment makes every sip a luxurious treat of natural goodness.
Product Images
Please briefly describe how your product communicates with consumers
Xietiandi has built a bridge for in-depth communication with consumers through a diverse approach that integrates online-offline collaboration and empowers the brand with both emotional connection and professional credibility.
Online, the brand leveraged the exclusive title sponsorship of the hit variety show Infinity and Beyond: Greater Bay Area Season as its core strategy. It deeply integrated its logo visual exposure with the brand proposition "A Glass of Premium Milk, Embrace the Gifts of Nature". By capitalizing on the suspenseful topic "Who is Xietiandi?", celebrity-endorsed "Good Luck with Xietiandi" tags, and the wave of user-generated content, it created a social media sensation, garnering a total of 28.5 billion online impressions and rapidly boosting brand recognition.
Offline, riding on the popularity of the variety show, the brand hosted a star meet-and-greet event, inviting brand friend Janice Vidal to sing with fans, present gifts and sign autographs. This face-to-face interaction strengthened consumer affection. Meanwhile, it launched limited-edition gift boxes for festivals such as the New Year, and rolled out engaging mini-program activities like Scan to "Add" Luck and Share to "Receive" Blessings. These marketing initiatives, which tapped into traditional customs of seeking good fortune, deepened the emotional bond between the brand and consumers.
In addition, Xietiandi made appearances at high-profile industry events such as the CFS Financial Summit. With its award-winning honors and statements from brand executives, it communicated the sustainable philosophy of "Taking from the Black Soil, Giving Back to the Black Soil", and revealed core strengths including its black soil milk source, full industrial chain, and native nutrients, consolidating consumer trust with its professional capabilities.
Product Images
Ingredients List Photograph
Launch Date
2024-11
Target Consumer
Its consumer groups are mainly focused on mid-to-high-end populations who prioritize nutrition and quality, while also covering those with festival gifting needs.
Weight/Volume per Pack
250ml×10
Price per Item
128元/箱
Storage requirements
常温储存（Normal Temperature Preservation）
Marketing Area
China
Distribution Channels
电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS