In response to the extremely high and chaotic prices of imported infant formula in China, New Hope Nutritional Products Co., Ltd. launched a New Zealand imported infant formula called Airui Hui in a high-profile manner as a disruptor on the evening of April 1st. The ultra-low price of 99 yuan/can (900 grams, the same below) not only made it the first original can imported infant formula in China to fall below 100 yuan, but also fired the first shot to lead the rational return of domestic imported infant formula prices and align with international standards, attracting widespread attention and discussion in the industry.
When it comes to the original intention of launching this milk powder, Liu Yonghao, Chairman of New Hope Group, and Wang Zhijun, General Manager of New Hope Nutritional Products Co., Ltd., stated that as a company that balances righteousness and profit, and benefits people's livelihoods, providing Chinese consumers with safe, reliable, and affordable high-quality milk powder is New Hope's commitment and ideal. To fulfill this commitment, New Hope Nutritional Products Co., Ltd. adheres to responsibility and global selection, and has teamed up with New Zealand listed company Synlait Milk Limited to create a globally homogeneous and priced Ai Rui Hui milk powder after two years of hard work. It is reported that the entire process from milk source, production to filling is completed within New Zealand, and it is 100% New Zealand original canned imported milk powder.
Moreover, in order to break the false price foam of infant milk powder in the Chinese market, New Hope Nutritional Products Co., Ltd. has also reached a strategic partnership with JD, the most influential e-commerce platform in China, to compress the construction of imported milk powder channels, brand building and other profit-making intermediate links through the Internet, for the benefit of consumers. When it comes to the highly publicized price of 99 yuan, Wang Zhi, with 16 years of experience in the industry, frankly stated that the selling price of infant formula in foreign countries is generally around 100 yuan, and 99 yuan is actually a normal and reasonable price rather than a low price.
In response, senior dairy industry expert Wang Dingmian stated that the integration of dairy companies with e-commerce and the low-cost direct sales model will challenge the current high price system in the infant formula market, which is a sharp knife to the rational return of infant formula prices. She believes that more companies will follow suit in the future, and ultimately the situation of foreign formula making huge profits in the Chinese market will come to an end. The General Manager of New Hope Nutritional Products Co., Ltd. also called on more practitioners and enterprises to join New Hope's action to reduce the burden on Chinese consumers, jointly eliminate the strange phenomenon of excessive profits from imported milk powder, and make their own contributions to allowing Chinese babies to share health and happiness.
Responsible Editor: Zhang Di
