November 2018
China’s largest dairy company, Inner Mongolia “Yili” Industrial Group Co. Ltd., officially entered the Indonesian market with the launch of the Joyday ice cream brand. Yili established a subsidiary, PT Green Asia Food Indonesia, which handles the production and distribution of Joyday in the country.
As an initial step, Joyday will offer eleven ice cream variants, which are currently distributed in four cities: Jakarta, Medan, Surabaya, and Bandung. By the end of the year, Yili will expand its distribution network to more than 20 cities. Yili’s presence in Indonesia marks the beginning of the Hohhot-based company’s expansion into the Southeast Asian market.
“The global launch of Joyday in Jakarta is a historic moment, demonstrating to the world that Yili will penetrate the entire Southeast Asian market,” said Zhang Jianqiu, CEO of Yili Group.
Furthermore, with a population of 250 million, Indonesia still has a relatively low milk consumption rate. According to a 2014 Nielsen RUU Data report, milk consumption in Indonesia reached 12 liters per capita per year. This is far behind Malaysia’s 39 liters per capita per year, Vietnam’s 20 liters, and Thailand’s 17 liters.
Therefore, Jianqiu said, Yili is committed to developing the “Silk Road of Dairy.” The company is currently the eighth-largest dairy corporation in the world. Within the next five years, Yili aims to become one of the top five global dairy producers with annual revenue exceeding 100 billion yuan.
In 2016, Yili achieved sales of 60.6 billion yuan (equivalent to Rp 133 trillion). Net profit reached 5.67 billion yuan, a 21.8% year-on-year increase. In the first quarter of 2017, net profit reached 1.74 billion yuan.
Last year, the company gained full control of the American organic yogurt brand Stonyfield. This occurred after Yili acquired Stonyfield from Danone for US$850 million, covering its entire product line, which includes yogurt, smoothies, milk, and cream.
In 2014, Yili established the world’s largest integrated dairy production center in New Zealand with an investment of 3 billion yuan. The center, called Yili Group Oceania Dairy Ltd., produces approximately 47,000 metric tons of infant formula annually.
Source: https://www.marketeers.com/giliran-es-krim-china-serbu-pasar-indonesia/
