The company, recently named by Dutch lender Rabobank as being among the top 20 global dairy companies, continues to be the top dairy producer in Asia, seeking to accelerate its business expansion worldwide to further elevate its position on the top global dairy producers list.

The first rebranding action is the revamping of the company’s logo. Yili’s new logo is simpler and flatter, which fits the global design trend and the modern aesthetics trend. The logo comprises three colors – blue, green and red – and symbolizes Yili’s development strategy.

Business expansion

As part of its business expansion to Indonesia, Yili recently launched a new ice cream series called Joyday. According to the company’s press release, the ice cream series marks the first time that Yili products are entering the Indonesian market while also representing the company’s commitment to further strengthen its position in the Southeast Asian market.

Yili visited Indonesia in 2015 to conduct in-depth market research and establish a localized team under the name of PT Green Asia Food Indonesia. By the end of 2018, the company’s business will have covered more than 20 cities across Indonesia, supplying them with its products, while gradually expanding its business to other Southeast Asian countries as well.

Establishing a stronger presence in the Southeast Asian market remains the tip of the iceberg of Yili’s internationalization effort. In early 2013, for instance, it acquired a New Zealand dairy company called Oceania Dairy Limited (ODL), marking the brand’s first global expansion milestone.

Over the next five years after that, Yili established factories in the Oceanic countries, North America and Europe. By establishing an Asian headquarters, Yili’s products have a presence in four of the globe’s continents.

In 2018, Yili ODL, representing Sino-New Zealand joint ventures, joined the China International Import Expo, which was officially opened by Chinese President Xi Jinping, to present its most recent cutting-edge technology in the dairy industry.

From its humble beginnings at a small dairy factory established in the city of Hohhot, China, 60 years ago, Yili has transformed itself into a dairy giant, providing nutritional support to more than 1.3 billion people per annum while representing the global rise of local Chinese brands in general.

Building globally recognized brands and making the Chinese Dream come true is a goal that many Chinese companies and people are pursuing. With the support of the Chinese government, more and more Chinese brands like Yili, which put a premium on quality and innovation, are committing themselves to go global and create a great reputation for Chinese manufacturing.

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