Yili continues to lead food enterprises on Brandz Most Valuable Chinese Brands

(chinadaily.com.cn)

Updated: 2015-03-05

The Chinese dairy giant Yili Industrial Group has made the list of "Brandz Top 100 Most Valuable Chinese Brands" released by WPP Group, a world leader in advertising and marketing services, on Jan 27.

Yili was the leader among the food and dairy brands on the list with a brand value of $5.1 billion. There were seven food and dairy brands on the list with a total value of $14.57 billion. It's not the first time that Yili came in top place.

Yili was also on the list of the top 30 most reliable Chinese brands in regards to brand trust as the only food enterprise in the top 10, together with other Chinese brands like Yunnan Baiyao and Air China.

Yili has been striving to make progress in quality safety guarantee. In the past year, Yili continued to solidify its three-level quality management system and traceability system. It also introduced technologies from the EU, reached a strategic agreement on a security system with Wageningen University and a research center in the Netherlands.

For better quality safety, this dairy giant has achieved strategic partners with the world's top three quality certification organizations, namely SGS, LRQA and Intertek, in the past year.

Thanks to its efforts surrounding quality, Yili has become China's first dairy enterprise to have passed the FSSC 22000 Food Safety Management System, a framework for effectively managing food safety responsibilities, at the end of 2014.

In addition, Yili has tried to optimize its marketing strategies with big data and analysis technologies provided by its Internet partners like Tencent and Baidu.

Recently, Yili announced its goal to be one of the top five global dairy enterprises. Some dairy insiders said it probably could achieve the goal by 2020 based on its brand influence in the domestic and international markets.

"Brandz Top 100 Most Valuable Chinese Brands" is an authoritative annual report regarding Chinese brand value and driving forces of growth.

Edited by Michael Thai

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