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James Song General Manager of Marketing Mengniu Dairy (Group) Co Feb. 24, 2014

The Changing Landscape of China’s Dairy Industry. James Song General Manager of Marketing Mengniu Dairy (Group) Co Feb. 24, 2014. About Me. 1990-1996 Harbin Institute of Technology majored in Applied Chemistry with Master d egree and m inored in Business Administration

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James Song General Manager of Marketing Mengniu Dairy (Group) Co Feb. 24, 2014

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  1. TheChangingLandscapeofChina’sDairyIndustry JamesSong General Manager of Marketing MengniuDairy (Group) Co Feb. 24, 2014

  2. AboutMe • 1990-1996 Harbin Institute of Technology majored in Applied Chemistry with Master degree and minored in Business Administration • 1996-2007 Procter & Gamble (China) Co. Ltd., Product Manager, Section Head • 2007-2010 Nestle Co. Ltd. , Business and Brand Development Manager • 2010-2013 Ariston Thermo (China) Co. Ltd, Marketing & Sales Director • 2013- presentMengniu Dairy (Group) Co. Ltd, Marketing General Manager

  3. Dairy in China Defending milk Demand diversification Digitalization Deficiency of raw milk

  4. Defend Milk Milk Safety issue Is always a focus of the media and the public around the world.

  5. Demand Diversity Pause & Recharge Celebration Impress Good For Provide Satisfy Indulge Nourish Fill Pause & Recharge Celebration Indulge Satisfying and nutritious goodness Positive Health

  6. Digitalization The Internet has totally changed consumer behavior and experience. Young girls spent 10 minutes taking food photos, making boyfriends hungry to tears

  7. Deficiency of raw milk Theinsufficiencyofrawmilksupplyisforcingdairycompaniestoexploredisruptiveinnovationaggressively

  8. Mengniu: largest UHT milk provider Every day more than 70 million consumers and5 million students drink Mengniu products

  9. One of the world's fastest-growing dairy enterprises Established in 1999 Stepped into World Dairy Top 20in 2008 The 15th in 2013

  10. High penetration in China One Mengniu sale outlet serves810Chinese consumers

  11. Mengniu’s Value and Vision • Value:toprovidenutritiousandhealthyfoodtomeetconsumers’diversifiedneedswithstronginnovativecapability • Vision:toforgeaneco-systemwithconsumers,employees, investorsandallrelatedpartiesandgrowtogether

  12. Expanding platform Positive cycle in capital market • MarketvalueofMengniuin2013:from £3.06bto£5.18b

  13. The changing Chinese consumer Despite the supposed economic slowdown, consumers in China continue to live better and better lives. Enjoying Improved Lives More Well-Off Than Ever Forward-Looking 47% 61% 49million think their financial situation today is better than 12 months ago feel their life will be better in the next 12 months Chinese homes earn middle-class incomes by 2013

  14. As a result, much has been said about how their increased willingness to trade-up their brands across a wide slew of product categories . The Spending Habits of the ‘New Mainstream’ Consumer Trading-Up in Food/Beverage % Agree: “Expensive Products are Better” Main Reason for Spending More on Various Products (%)* Willingness to Pay for High Quality Food & Drinks Bought new type of product Traded up to more expensive products Yes, 40% No, 60% Bought more frequently or in larger quantities Source: McKinsey & Co. (*weighted averages for 12 categories), Ipsos China

  15. Doing business in China Duplication to innovation Technology People, people, people Real partnership

  16. Bewealthyandgetpromotionquickly. Getpeach blossomandbeluckyquickly. Thanks!

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