China 2015: BRAND PROFILE | 17. Yili
COMPANY Inner Mongolia Yili Industrial Group
BRAND VALUE US$ 5.1 Billion
YEAR-ON-YEAR CHANGE 1%
INDUSTRY Food and Dairy
YEAR FORMED 1993
To further ensure the safety and quality of its products, Yili engaged three international certification groups to oversee its operations. And it established a research center in Europe, in cooperation with Wageningen University, in the Netherlands.
Reflecting confidence in the brand, two private equity firms, including one co-founded by Alibaba Chairman Jack Ma, acquired a majority stake in Yili. The company produces about 1,000 products, with a focus on liquid and powdered milk, ice cream and yoghurt.
To promote the brand, Yili continued its product placement in the “Transformers” movies and sponsored a leading China reality TV show. It also was active on ecommerce sites.
The company was listed on the Shanghai Stock Exchange in 1996.
Net income increased 32 percent to $372 million on a 15 percent revenue rise to $4.4 billion, in the first half of 2013. For full year 2014, net income jumped 90 percent to $518 million on a 17 percent revenue rise to $7.7 billion.