Analysis of Market Promotion Strategy for Bright Dairy's Yak Yogurt Products

Based on the collected information, I will systematically analyze the effectiveness of the market promotion strategy for Bright Dairy’s yak yogurt products.

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Bright Dairy has strategically deployed its yak yogurt product line through the acquisition of Qinghai Xiaoxiniu Bio-Dairy Co., Ltd. Song Liang, a senior dairy industry analyst, pointed out that the core purpose of Bright Dairy’s acquisition of Xiaoxiniu is to leverage its yak resources to create high-quality set yogurt products with differentiated competitive advantages [1].

• Differentiated Competition
  : Taking concepts such as “plateau milk source” and “yak milk” as core selling points, distinguishing itself from homogeneous ordinary yogurt products on the market
• High-end Positioning
  : Targeting consumer groups with higher demands for quality and nutrition
• Regional Characteristic Barrier
  : Establishing product uniqueness by leveraging the regional recognition of Qinghai’s origin

Strategy Dimension	Specific Measures	Effect Evaluation
Milk Source Layout	Locked in the Northwest “Golden Milk Source Belt”, obtaining high-quality milk sources with a self-sufficiency rate of over 50%	✅ Effectively reduced raw material costs, avoided high pasture construction costs in East China
Production Capacity Synergy	Xiaoxiniu still has surplus production capacity and reserved land for expansion, which can serve as a dairy product processing plant in the western region	✅ Improved production capacity utilization, formed a new sales pattern in the western region
Cold Chain Guarantee	Relying on Bright Dairy’s advanced full-process cold chain preservation system	✅ Ensured consistency of product quality

• Xiaoxiniu has a market share of over 60% in the liquid milk market in Qinghai Province, having established a mature channel system [2]
• In the past three years, Xiaoxiniu has expanded its sales in East China by leveraging Bright Dairy’s high-quality channel resources in East China and South China
• However, it still faces challenges in non-local markets: In the third quarter of 2024, Bright Dairy’s sales in Shanghai increased by 2.58% year-on-year, while its sales in non-local markets decreased by 7.63% year-on-year [2]

According to Bright Dairy’s 2024 Annual Report, the company launched a number of new products, including the Moslian Light Yogurt Series, Rushi Cherry Blossom Strawberry Drinkable Yogurt, etc. [3] As a characteristic product, yak yogurt occupies an important position in the product innovation matrix.

Promotion Method	Implementation Status	Effect Evaluation
Large-scale Event Marketing	Promoted brand upgrading by integrating major festivals and events	📊 Increased brand exposure
Community Marketing	Explored the community public welfare promotion model of “Yimin Chuxin, Love Fills the Community Bright Tour”	🔄 Enhanced customer stickiness
E-commerce Layout	Deepened e-commerce layout and explored new models such as live streaming and community marketing	📈 Growth in online channels

1. Accurate Differentiated Positioning
   • Online sales of characteristic dairy products such as buffalo milk saw a year-on-year growth of 200% from 2022 to 2023, verifying market demand for characteristic dairy products [2]
   • Yak yogurt is deeply loved by consumers due to its unique taste and nutritional value

2. Emergence of Industrial Chain Synergies
   • Successfully achieved strategic layout in Northwest China, improving the trinity layout of milk sources, production capacity, and markets
   • Acquired Xiaoxiniu’s mature sinking channels that have been operating in Northwest China for many years, reducing the time cost of national expansion

3. Favorable Policy Environment
   • The new national standard “Milk Powder and Modified Milk Powder” implemented in February 2025 includes milk produced from characteristic dairy animals such as yaks and camels, providing policy support for the development of yak yogurt [4]

1. High Performance Pressure
   • In 2024, Bright Dairy achieved operating revenue of RMB 24.278 billion, a year-on-year decrease of 8.33%
   • Net profit attributable to shareholders of listed companies was RMB 722 million, a year-on-year decrease of 25.36% [3]
   • The cumulative completion rate of Xiaoxiniu’s performance commitments from 2022 to 2024 was only 93.32%, failing to meet the target [2]

2. Restrictions on Production Volume and Transportation
   • Yak yogurt faces challenges of scarce production volume and limited transportation radius
   • High costs may affect the cost-effectiveness of market promotion

3. Fierce Market Competition
   • Leading brands in the yogurt industry include Yili, Mengniu, Junlebao, Simple Love, etc.
   • Bright Dairy faces intense competitive pressure in non-local markets

According to the 2025 Xiaohongshu Dairy Industry Marketing Trend Report, consumer attention to the health attributes of dairy products has reached a new high:

• Search growth rate of organic milk is as high as 622%
• Searches related to milk sources and protein increased by 570% and 240% respectively
• Niche categories such as buffalo milk and yak milk are growing rapidly due to their unique flavors and nutrition [5]

Evaluation Dimension	Score	Explanation
Strategic Positioning	⭐⭐⭐⭐	Correct differentiated direction, in line with market trends
Channel Integration	⭐⭐⭐⭐	Acquired mature channels, but national expansion still faces challenges
Product Competitiveness	⭐⭐⭐⭐	Unique yak concept, taste recognized by consumers
Performance	⭐⭐⭐	Overall under pressure, with large growth potential for characteristic products

, but faces challenges at the execution level. The key to strategy effectiveness lies in:

1. Short-term
   : Resolve the issue of production stability to ensure uninterrupted product supply
2. Mid-term
   : Strengthen brand story communication to enhance consumers’ awareness of the value of yak yogurt
3. Long-term
   : Continuously invest in channel construction to establish a mental barrier for yak yogurt nationwide

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[1] Beijing Daily - Bright Dairy’s ‘Big Gamble’ (https://xinwen.bjd.com.cn/content/s692cdc88e4b076b012788139.html)

[2] Sina Finance - Why Does Bright Dairy Favor Local Brand Xiaoxiniu? (https://finance.sina.com.cn/jjxw/2026-01-15/doc-inhhkmpr7648516.shtml)

[3] Bright Dairy & Food Co., Ltd. 2024 Annual Report Summary (http://static.cninfo.com.cn/finalpage/2025-04-30/1223413934.PDF)

[4] Food and Catering Industry Public Opinion Analysis Report (https://pdf.dfcfw.com/pdf/H3_AP202503281648526374_1.pdf)

[5] 2025 Xiaohongshu Dairy Industry Marketing Trends (https://www.hanghangsou.com/报告/17941.html)