Yili Group milks world of industry experience

Editor's note: An increasing number of Chinese companies are emerging on the world stage as they strive to establish their brands outside the country. China Daily reporters asked the heads of some of the best-known how they present themselves overseas, how they compete against their global counterparts and how they might use lessons learned from their multinational rivals. This report, the first in our series, is by Wang Zhuoqiong and Yuan Hui in Hohhot.

Alongside a piece of armor from the movie Iron Man in a dairy museum in Hohhot are models of cows and equipment used in milk production.

The items on display represent a clever product placement by dairy giant Inner Mongolia Yili Industrial Group Co Ltd within the blockbuster franchise by The Walt Disney Co, which has drawn wide attention from Chinese viewers. And it is a prime example of how the dairy producer is leveraging global resources to increase its share of the domestic market and cultivate a strong Chinese brand overseas.