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On the 28th June this year, Brand Finance officially released the “Top 10 Most Valuable Food Brands” report. Given that they are an internationally renowned brand value and strategic consulting firm, the results of this report are highly regarded. They are one of the top 5 internationally authoritative brand value organisations, with more than 20 years’ experience in their respective field. Their evaluation methods and qualifications are certified by the International Standard Organization (ISO).
Yili ranked No.1 in the “Dairy Brand – Brand Potential” area, and retained the second place position in the “Most Valuable Dairy Brands” area, once again highlighting the presence of Chinese brands on the world stage. Yili Group jumped to third place in “Food 50 2018”, which was also recently released, making them the only Asian dairy company in the Top 10 brands. This is a reflection on Yili’s leading attributes, both in Asia and the Global market. Additionally, the list shows that Yili’s brand value has increased by 43% in 2018 than in 2017.
Quality is the standout attribute for Yili that sets it apart from its competitors. Yili Group has always adhered to the core belief that “Yili equates to quality”. Yili always provides quality assurance to the most discerning of consumers. Its famous “three-lined” quality control has at times surprised overseas suppliers, as it is of such a high standard. Yili sets the corporate standard line 50% higher than the international standard in regards to inspection procedures, and sets the internal control line 20% higher than the corporate standard line. These three lines are checked at all levels to ensure reliable product quality.
Yili actively promotes their internationalisation strategy, and uses global resources to produce high quality milk for China, which has resulted in a well-regarded Chinese brand. Under the guidance of the “Belt and Road Initiative”, Yili has further implemented the strategy of “weaving the global network” and realized the two-way drive of “bringing in” and “going out”. The company has continuously introduced international leading technologies and outstanding talents, and insisted on product innovation and research and development. With its continuing efforts in many dimensions such as milk source, research and development, and market, Yili is constantly driving the sustainable development of global industrial chains.
Over the years, Yili has been actively undertaking greater social responsibilities and engaged in in-depth benchmarking of the United Nations’ sustainable development goals. The company has created the “trinity” Yili model composed of “standard” + “system” + “practice”. During the Third Summit for China Corporate Responsibility Brand on June 26, 2018, Yili Group was awarded the Top 50 Chinese Corporate Citizen Responsibility Brands.
Following on from their support of the 2008 Beijing Olympic Games, Yili has successfully partnered with the 2022 Beijing Winter Olympic Games，becoming the only health food company in China that serves both the summer and the winter Olympic Games.
Industry experts have commented that the fact that Yili has ranked so highly reflects global consumers’ trust in Yili’s quality. In the future, with the practice of “quality-based, innovation-assisted, global sharing and responsibility sharing”, Yili will further consolidate its position in the tier 1 group in the global dairy industry, shaping their Chinese brand with global influence, and work toward the vision of becoming the world’s most reliable health food provider.
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