In a challenging market, Chinese dairy leader Mengniu has achieved a remarkable 15% year-on-year growth in its ice cream business in the first half of 2025. This performance significantly outpaces the industry average and is the result of a comprehensive strategic overhaul focused on three pillars: product, channel, and marketing.
Product Strategy: Mengniu adopted a “preserve the core and innovate” approach. It fortified its base by focusing on classic “big single products” like “Sui Bian” and “Green Mood,” which together account for 55.2% of sales. Simultaneously, it drove growth with a slew of successful new products, with nine new items achieving sales exceeding ten million units.
Channel Strategy: The company pivoted from “breadth coverage” to “depth operation” across all channels. Emerging channels, particularly fresh food e-commerce, saw sales surge by over 40%. In traditional channels, Mengniu focused on high-yield stores in communities and campuses and aggressively expanded into new retail formats like membership and snack bargain stores.
Marketing Strategy: Moving beyond traditional advertising, Mengniu embraced integrated marketing. It partnered with popular national IPs like “Empresses in the Palace” and embedded its brand into youth culture scenes like music festivals, successfully creating emotional resonance with the critical Z-generation demographic.