Successful Dairy Brands Know How to “Break Out” in a Fiercely Competitive Market

If rolling out new products every week shows how cutthroat the dairy market can be, then any product that sells well must have a unique angle that allows it to rise above the competition.

Over the past two years, Chewy Yogurt（嚼绊酸奶） has been steadily catching consumers’ eyes (and making its way into their carts). New Berry Food（新小莓） was one of the first brands to enter this segment. According to WinWin Network（马上赢）’s CR10 rankings for yogurt brands, New Berry Food jumped from 21st place in Q1 2022 to 10th place in Q3 2023—clearly a remarkable “dark horse.”

Haihe Dairy（海河牛奶） needs no introduction. Haihe Dairy goes without saying. If the people of Qingdao have beer running through their veins and the people of Chengdu have chili oil, then the people of Tianjin surely have Haihe milk flowing through theirs. As one of Tianjin’s signature local products, Haihe has reached a brand value of 7.3 billion RMB and has become a leading example of regional dairy reform and transformation. Even just looking at its social media likes, it’s clear that Haihe’s “golden name” shines bright.

I’ve been seeing more and more posts about Haihe Dairy on Xiaohongshu. Among regional dairy brands, Haihe might just be the savviest at leveraging platforms like Douyin and Xiaohongshu. Every time I’m drawn to their posts, it’s because their products are creative enough to spark my curiosity.

Take mint chocolate milk—just hearing the name and seeing the packaging makes you want to give it a try. One of the hottest posts on Xiaohongshu features coriander avocado milk, which has me both eager and a bit nervous to try it. Haihe seems determined to experiment with every possible flavor out there.

One of the most interesting comments I’ve seen on Xiaohongshu goes something like this: “All of Tianjin’s innovation went into Haihe.”

Davinci, on the other hand, is a true hidden gem. Founded in March 2021, it has seen its annual sales skyrocket from 30 million RMB to 260 million RMB in just three years! Even its distributor-recruitment strategy stands out from the crowd—it primarily relies on procurement recommendations rather than traditional methods.