Yili Group has registered a wholly owned subsidiary in Indonesia, Green Asian Food Indonesia Co., Ltd, which has already launched 11 ice-cream products, Joyday, in the local market.
At the launch event, Zhang Jianqiu, CEO of Yili Group, said by the end of this year Yili products will cover more than 20 cities in Indonesia, and then will gradually expand to other Southeast Asian countries.
New Zealand importance
The 11 Joyday flavors were based on market surveys and research and are available in four main cities - Jakarta, Medan, Surabaya and Bandung. Following the geographical expansion, new products will also be launched.
Zhang said at the launch conference, "Today, the global launch of Joyday is a milestone, it tells the world that Yili is about to enter into the entire Southeast Asian market. With nutritious and delicious dairy products, Yili has been endeavoring to carve out a 'Silk Road of Dairy' to share a healthy life with people around the world.
“This is not just another strategic move following ambitious initiatives, like establishing of European Innovation Center, Oceania Production Base and SINO-U.S. Food Wisdom Valley; By tapping into Southeast Asian market, it transfers to the whole world Yili quality, advocates a healthier lifestyle and builds up a bridge of friendship over all continents."
Yili Group has established branches in America, Europe and Oceania with the aim of improving local material supply conditions. Among these branches, the company said its most influential move is to have established the Oceania Dairy Co., Ltd in New Zealand.