Company Website
www.fengxingmilk.cn
Company Introduction
Guangzhou Fengxing Dairy Co., Ltd., a subsidiary of Guangzhou Yuexiu Group, was founded in 1865 and registered the "Fengxing" brand in 1952. It is one of the longest-established dairy enterprises in China with a full industry chain covering cattle breeding, dairy processing, and sales. Upholding the philosophy of "Cows Nearby, Fresher Milk," the company operates multiple milk source bases in Guangzhou and Hebei, along with several processing facilities, offering over a hundred products including pasteurized milk and ice cream.
As a national high-tech enterprise and a Guangdong time-honored brand, Fengxing Dairy, together with Yuexiu Huishan Dairy, has formed a national layout described as "Huishan in the north, Great Wall in central China, and Fengxing in the south." During the "14th Five-Year Plan" period, the company aims to become a nationally influential dairy enterprise with leading comprehensive strength in Guangdong.
Product concept, highlights and added value
In recent years, with the growing awareness of healthy eating, consumer demand for beverages has shifted from mere thirst-quenching to nutrition and functionality. Capitalizing on the potential of the warm beverage market in autumn and winter, as well as younger generations’ pursuit of “light wellness,” we have reinvented the classic Cantonese dessert “Ginger Milk Curd” (Jiangzhi Zhuang Nai) with a modern twist, creating a ready-to-drink product that is convenient for circulation, nutritious, and flavorful. It meets the multi-scenario warming needs of urban dwellers, forming a culturally distinctive Chinese-style light wellness product.
Positioned as “Warming & Light Wellness,” the product targets quality-conscious urban white-collar workers, young women, and the new middle class, covering various scenarios such as office, home, and commuting. Creatively, it transforms a traditional handmade dessert into a portable, ready-to-drink format, preserving the unique texture and ritual of the “freshly curdled” technique, achieving “old flavors, new expression.” High standards are maintained in ingredients: fresh milk content ≥80%, using Yunnan small yellow ginger with residue removed to retain the juice, complemented by traditional red sugar with modern refinement for a sweet yet non-greasy taste, and balanced nutrition and stability through high-temperature sterilization.
The packaging blends Cantonese culture with modern minimalism, using warm tones and social-media-friendly designs like “Gou Jiang” (a pun meaning “bold” in Cantonese) to enhance communication. The product’s experiential features—such as “gentle perspiration” and “warming heart and stomach”—easily inspire spontaneous sharing and are promoted through scenario-based content on platforms like Xiaohongshu and Douyin.
Since launch, sales have grown steadily, with over 45,000 orders via a single Douyin link, more than 3,000 orders on Xiaohongshu, and cumulative sales exceeding 3 million RMB in four months, accompanied by over 4,000 positive reviews. The product’s inherent appeal has attracted customized collaborations with companies like Walmart and Gushengtang, demonstrating unique differentiation in the competitive market.
Product Images
Please briefly describe how your product communicates with consumers
1. R&D Approach: In response to modern consumers' increasing demand for healthy warm beverages and light wellness practices, Fengxing has delved deep into traditional Cantonese dessert culture, innovatively transforming the classic ginger milk curd into a portable, ready-to-drink format. With "Warming the Body, Nourishing the Heart" as its core concept, this product precisely targets the autumn and winter hot beverage market. It caters to the needs of urban populations for convenient consumption in various scenarios such as workplaces and homes, offering both functional and emotional value.
2. Packaging Design: The design blends elements of Cantonese culture with a modern minimalist style, using warm color tones to convey a sense of warmth. The packaging highlights selling points like "Ginger-Powered" to facilitate social media dissemination. The product features strong experiential characteristics such as "gentle sweating" and "warming the stomach and heart," making it easy to inspire spontaneous sharing among users and naturally generate话题.
3. Segmented Scenarios: Focusing on high-frequency scenarios like "workplace recharging," "menstrual care," and "outdoor light meals," a content matrix (including short videos and visual guides) is rolled out on social platforms to demonstrate how the product integrates into daily life.
Starting from addressing pain points (convenient wellness), expressing personality through design (youthful integration of traditional and trendy elements), and creating experiences within scenarios (emotional scenario-based marketing), we ultimately foster a sense of belonging through continuous engagement—making the product not just a consumer item but a "wellness companion" that grows alongside consumers.
Product Images
Ingredients List Photograph
Launch Date
2025-8
Target Consumer
Female consumers who like the taste of ginger and usually consume ginger products to keep warm and ward off the cold.
Weight/Volume per Pack
200毫升
Price per Item
6元/盒，60元/箱
Storage requirements
常温储存（Normal Temperature Preservation）
Marketing Area
the whole country
Distribution Channels
电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS
Market Performance
Since its launch four months ago, this product has been sold exclusively through e-commerce channels, with cumulative sales exceeding 3 million yuan. A single product listing on Douyin has received over 45,000 orders (equivalent to nearly 90,000 cases).