XZB(SH:603040) Cai Jing Wang·2025-12-29 11:40Core Insights - The article highlights the emergence of yogurt-based drinks as a new competitive avenue in the beverage market, with a projected market size exceeding 300 billion yuan by 2025, amidst a crowded landscape of tea and coffee brands [1] - The company, Mo Yogurt, has established over 1,000 stores across more than 200 cities and is expanding internationally, with its avocado product achieving nearly 100 million cups in sales, marking it as a rare long-lasting bestseller in the ready-to-drink segment [1] - Mo Yogurt has been recognized as the "Annual Industry Influential Brand" in the 2025 New Consumption and New Economy Awards, attributed to its scale, sales, and its role in setting new standards of "quality, transparency, and standards" in the yogurt sector [1] Industry Standards and Food Safety - Mo Yogurt is addressing the lack of industry standards and food safety concerns in the ready-to-drink yogurt market by establishing a trust framework through standardization and food safety management [2] - In February 2025, Mo Yogurt, in collaboration with the China Standardization Research Institute, released the first group standard for ready-to-drink yogurt shakes, which includes core requirements for ingredient selection, processing, and microbial limits [2] - The company has implemented a comprehensive food safety management system, including daily inspections at stores, regular audits by regional teams, and dual-track supervision from headquarters [2] Transparency and Consumer Engagement - To enhance consumer perception of quality, Mo Yogurt has adopted transparency measures, such as disclosing core product recipes and ingredient sourcing information, and utilizing semi-open preparation areas in stores [3] - This approach of "standards first + visible processes" not only rebuilds brand trust but also encourages the industry to shift from "concept marketing" to "transparency upgrades" [3] Product Innovation and Marketing Strategy - Mo Yogurt is tackling product homogeneity and quality disputes in the industry by focusing on "real ingredients" and continuously expanding its product range [4] - The company has upgraded its yogurt to organic ingredients and introduced a new organic series of yogurt that caters to winter consumption needs, addressing the traditional cold drink experience [5] - In 2025, Mo Yogurt has also ventured into the snack sector, launching yogurt-based baked goods and retail dairy products, thereby broadening its consumer engagement from "afternoon tea" to "breakfast" and "meal replacement" [5] Brand Positioning and Consumer Connection - Mo Yogurt's marketing strategy emphasizes emotional resonance and scene penetration, exemplified by its collaboration with actor Ding Yuxi, which aligns with the brand's target demographic of Gen Z and female consumers [6] - The partnership has resulted in significant social media engagement, with Mo Yogurt achieving top rankings in influence and new product categories shortly after the announcement [6] - The brand's collaborations with popular IPs have strengthened its emotional connection with consumers, creating a closed loop of "traffic-experience-repurchase" [6] Industry Implications - Mo Yogurt's practices suggest that supply chain management is a core competitive advantage, with global sourcing and cold chain logistics directly impacting product quality and efficiency [6] - The proactive involvement in standard-setting and food safety is seen as a foundational element of trust in the industry, positioning brands that engage in this way favorably in competition [6] - The focus on genuine consumer needs through product innovation and scenario extension reflects a shift in consumer behavior towards rational choices, providing quality-focused brands with greater opportunities [6][7]