Yili and Mengniu - The Rapid Growth and Marketing Strategies of China's Two Dairy Giants

Author: Chen Bingqi
Publisher:
Publish Date: 2007-01-01
Features: Both Mengniu and Yili are "giants" in the dairy industry. These two companies have established the "two-power struggle" market structure in China's dairy market by leveraging their unique resource strength and brand strength. They have not only stepped out of the grasslands but also expanded across the entire country and are even heading towards the world. This book provides an in-depth comparison and analysis of these two giant enterprises from aspects such as brand building, marketing strategies, product structure, quality management, and distributor management, uncovering the secrets behind their success.