BIZCHINA> Review & Analysis
|
BIZCHINA> Review & Analysis
|
|
Milking it
By Liu Jie (China Daily)
Updated: 2008-04-14 11:19
 Editor's note: Since last year, concerns regarding Chinese-made products ranging from toys and pet food to frozen dumplings have aroused safety and quality control worries in the US, Europe and Japan. These worries overshadowed Sino-US trade relations over the past year. China Business Weekly is partnering with Sohu.com to look at quality control within China's leading manufacturers churning out Made-in-China products and exporting them to every corner of the world. In this issue, we take a look at dairy maker in Inner Mongolia, Yili Industrial Group Co Ltd. China's top dairy producing giant, Inner Mongolia Yili Industrial Group says its well-known brand is its most important asset and protecting its value is one reason that the company has had no food safety scares. In 2007, one of the world's top three brand assessment institutes World Brand Lab released a list of China's 500 Most Influential Brands. The criteria covers market share, brand loyalty and national market share. Yili ranks No 1 in the dairy industry with a brand value of 16.73 billion yuan ($2.39 billion) last year. Its archrival, Mengniu, also based in Hohhot, Inner Mongolia, followed and was assessed at 9.01 billion yuan. Brand value of Yili was rated at 12.01 billion yuan and 15.24 billion yuan in 2005 and 2006 respectively. "Our brand value is a more realistic indication of our long-term potential than our (2007) sales revenue (19.21 billion yuan)," says the group's Executive President, Zhang Jianqiu. In 2001 Yili became the first Chinese dairy producer to export its products and currently sells its products in 20 countries and regions including Singapore, Malaysia, Philippine and Oman. (For more biz stories, please visit Industries)
|
