Chinese journalist sun ji-jung, beijing reporter
On april 28, 2026, a three-dollar real-life brand launch was held in beijing。
The launch took place in the presence of the deputy secretary, director, general manager of the first agro-food group, chairman of the three dollar foods board, yuan hozong, party secretary, director chen yi, general manager chen hae-fung, and other core management members. At the launch, three single items under the three-dollar food banner — pure milk in beijing, fresh milk in beijing, and sour milk in beijing — were presented collectively for the first time, creating a whole-scale matrix of products covering low-temperature milk, low-temperature yogurt and hot milk. The focus of the launch was the launch of a single piece of pure milk from beijing, a product that is mainly characterized by “frequent life”, in an attempt to break the impression of a product inherent in warm pure milk and to reshape consumer perceptions of a product of warm pure milk。
In addition, partners from the three-dollar food industry chain, representatives of scientific institutions, and others participated in the launch, which brought together the spokespersons of the three-dollar foods, yo and ting ji。
Launch of the real life strategy
The industry context in which the three-dollar foods strategy is presented is the market share of low-temperature milk that continues to eat warm milk, and many dairy companies trade and explore between fresh and warm。
In response, the answer given to the three-dollar food was that pure milk in beijing was an attempt to subvert an inherent idea, “smooth milk without life”. Three dollars, using the vtis-enabled process, is locked infrequently, while the preservation period is set at 60 days. The innovation is based on the t+0 model of “zero-point production at night, distribution on the day, rise on the day”, based on an integrated and self-owned cold-chain logistics system that adheres to the seven-day short-assurance pledge and locks up the fresh taste of cow milk to the maximum extent possible, in order to create brand core competitiveness. This breaks the traditional practice of warm milk for 6-12 months, with shorter windows for higher active nutrition。
It is understood that the three-dollar food innovation is based on the t+0 model of “zero-point production at night, distribution on the day, rise on the day”, based on an integrated cold-chain logistics system that adheres to its seven-day short-assurance pledge and locks the fresh taste of cow milk to the maximum extent possible, in order to make brand core competitive。
With a three-dollar “fresh ecological closure ring”, pure milk in beijing is rich in alpha-milk protein (7000mg/l), beta-cream protein (500mg/l); the vtis-enabled process is instantaneous, which preserves sufficient active nutrition and has a subtle taste. Its “60 days conservancy” breaks the traditional boundaries of warm milk, combines easy drinking with fresh nutrients, subverts the inherent perception of a warm milkless life, and establishes new poles of warm milk activation。
“returning reason, returning to origin and returning to value are the real needs of consumers. All three dollars is to start from demand and return to the source and insist on making a nice glass of milk.” three dollars to protect the red line of quality from fear, to respond to consumer demand with a common sense, to sharpen the entire industrial chain with a great deal of heart, to internalize the “real life” strategy into a long-term action programme of entrepreneurship, to reshape the industry's value chain, and to lead china's dairy industry from “safe” to “fresh life”. The real work strategy cuts across the three-dollar industry-wide chain, building a full value system based on the three “real, fresh and living” pillars, building barriers to differential competition and continuing to inject new dynamics into the upgrading of industries。
This was the first time that three single items under the three-dollar food flag - fresh milk in beijing, yogurt in beijing, and pure milk in beijing - were presented collectively, creating a whole-scale matrix of products covering low-temperature milk, low-temperature yogurt and warm milk。
As the first large single item on the low-temperature track, fresh milk in beijing is the core vehicle defining the highest standards of chinese milk. Based on 100 per cent of the milk source of the 28 owner-owned pastures of the agri-food group; maintenance of the 72 °c low-temperature pneumocococcal process, maximum retention of active nutrients such as lactating protein; and adoption of the 7-day short quality assurance standard - the three-dollar definition of “fruit life” as the extreme standard. This not only highlights the three-dollar ambition for quality, but also leads to the normative and high quality development of the milk industry. Since its listing, revenue from fresh milk sales in beijing has increased by more than 30 per cent over the same year, becoming the core underpinning of the brand's deep-tilled home base, fully confirming the market recognition of rod products。
The sour yogurt monolith “beijing yogurt”, which received the authoritative endorsement of “clean label product level 0” and “natural ingredient foods” as the first domestic money, added three dollars to zero, with a completely natural pure formulation, to create a new path to natural healthy yogurt in the country, matching consumer demand for natural healthy foods with improved consumption in the dynamic industry。
As chen said: “these innovations, both individual and innovative, are a living example of the three-dollar solution to the country's overall nutritional needs.”
Co-build the whole industry chain of the "real living" biosphere
Behind the power of excellence lies the strength of the ecosystem. In conjunction with its research on the strength and quality of its products, the china dairy association and the beijing dairy association have joined forces to bring together industry, scientific research and channels to create a new ecosystem of open synergy, symbiotic development and fresh progress。
The launch took place with the signing ceremony of the three-dollar living eco-partner contract with leading international research companies, such as andrew, novo and new won, the first dissemination platform in the mass media, and the main online channels, such as the tokyo supermarket, the skycat supermarket, the 7s fresh supermarket and the shivering dairy products, in order to achieve a strategic and deep-seated development pattern。
This contract is a key step in the construction of the whole industrial chain, the "real work": improved product innovation and process upgrading based on cutting-edge technology from international scientific partners to build technical support for the single-product quality of poles; leveraging the head media matrix to expand the volume of real-life brands to make industry and consumers aware of the three-dollar strategic resolve and product strength; and connecting the whole scene with new retail channels to widen product reach borders, achieve market coverage across the world and increase consumer access to three-dollar live products。
This cooperation has far-reaching implications for all parties: for the three dollars, it will further improve the whole industry chain, strengthen core competitiveness and strengthen the head of the industry; for the partners, it will be possible to achieve mutually beneficial symbiotic and synergetic development based on the capabilities of the three-dollar brands and industrial resources; for the industry, it will bring together efforts to integrate industrial resources, promote technological innovation, quality upgrading and model innovation in the dairy industry, and contribute to the normative, high-end and dynamic development of the industry with ecological cooperation。
