After the Chai Xiu era, Miaoke Lando entered the deep water integration phase

Whale News, March 11 (Reporter Zhu Xinyue) — Since the founder Chai Xiu stepped down after leading MiaoKe Lan Duo for many years, the future development of this leading domestic cheese company has continued to attract the attention of the entire dairy industry.

Recently, MiaoKe Lan Duo’s new CEO, Kuai Yulong, made his first public appearance after taking office. As the manager of the first listed cheese company, he openly stated that he has a “background in finance but places greater emphasis on systematic strategic thinking.”

At the same time, Kuai Yulong officially announced MiaoKe Lan Duo’s new “13434” ecological strategy, setting a five-year development goal anchored on “one target”—focusing on consumers, with the strategic goal of surpassing 10 billion yuan in revenue and doubling net profit in the future; concentrating on three main categories: cheese, milk fat, and whey; building four nutritional systems: growth nutrition, dietary nutrition, sports nutrition, and functional nutrition; using B2B, B2C, and M&A overseas expansion as three major growth engines; and developing four core capabilities: product innovation, brand leadership, channel transformation, and digital intelligence empowerment.

The underlying logic of Kuai Yulong’s ecological framework is deep collaboration, symbiosis, and industry co-prosperity. In his words, it is about “joint development, strengthening weaknesses, and sharing dividends.” The ecological strategy is based on consumer trends and user needs, aiming to promote coordinated development across the cheese industry chain. This includes strengthening weaknesses in deep processing, production techniques and technological breakthroughs, terminal product innovation, and sales system expansion. The goal is for the entire industry chain to evolve together through division of labor and cooperation, sharing the industry dividends of “growing the cake bigger and stronger,” creating a positive virtuous cycle, and achieving value creation and industry leadership.

Kuai Yulong believes that cheese remains a very emerging industry in China. From a horizontal perspective, it seems linear—from raw milk to cheese, including milk fat and whey—but in reality, on the main development chain of this emerging industry, more vertical connections will emerge. For example, developing functional cheese products involves basic research on nutrition and health, integrating traditional Chinese health sciences; innovations and breakthroughs in cheese production techniques will involve talent cultivation, equipment development, and application. This broadens the development scope of the cheese industry, attracting more related resources to enter, transforming linear development into networked co-creation. In this process, MiaoKe Lan Duo needs to evolve from a traditional industry chain leader to a network-centric enterprise, guiding more resources and generating new momentum, thereby promoting cheese and leading China’s dairy industry into a new stage of development.

MiaoKe Lan Duo’s ecological layout aligns well with Mengniu Group’s overall strategy. In 2024, Gao Fei proposed the “One Body, Two Wings” strategy. The “one body” refers to core business units such as ambient, low-temperature, fresh milk, ice cream, milk powder, and cheese, while the “two wings” are the nutrition health platform and the overseas business platform. Mengniu’s “One Body, Two Wings” strategy has built an ecosystem that covers all dairy categories, from breeding and milk sourcing to primary and deep processing, with a highly integrated and diversified industry chain.

On February 27 this year, Mengniu Group President Gao Fei visited MiaoKe Lan Duo for the first time and shared key signals during subsequent discussions. Gao emphasized that MiaoKe Lan Duo should focus on long-term ecological construction, fully connecting the entire cheese industry chain, and deepen operational integration and coordination with Mengniu Group while maintaining independent corporate governance.

Currently, China’s cheese industry is still in a period of rapid growth, with the competitive landscape gradually shifting from extensive expansion to refined and ecological competition.

According to Mengniu’s latest financial report, since the second half of 2025, liquid milk revenue has shown steady month-on-month growth, stabilizing and rebounding; among them, the cheese category achieved double-digit growth throughout the year and maintained a good growth momentum.

Dairy industry expert Song Liang told Whale News that cheese remains a niche segment within the dairy sector. In terms of consumption volume, China’s total annual cheese consumption is only over 300,000 tons, with total output value across all categories and channels not exceeding 20 billion yuan. The industry’s overall scale is small and has not yet become a mainstream consumer product. Over the past two years, the industry’s growth logic has shifted from rapid expansion to domestic production replacing imports, with an overall growth rate below 5%. The industry has moved away from the high-growth phase of the past, entering a period of slow and steady adjustment. Looking at broader consumer market trends, the domestic snack industry has undergone structural upgrades in recent years, with traditional snack markets increasingly replaced by healthier, more nutritious new categories. Cheese fits precisely into this health-conscious consumption trend. Although short-term industry growth may slow and the overall scale remains limited, as consumer habits around cheese continue to develop and product applications expand, China’s cheese market still has significant potential. This provides industry support for MiaoKe Lan Duo’s post-Chai Xiu era.