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More than 4m watch live streaming launch of GoldMax Love formula

By Jim Cornall

- Last updated on GMT

More than 4.5m viewers watched the new product launch live through various outlets.
More than 4.5m viewers watched the new product launch live through various outlets.

Related tags Infant formula China coronavirus Fonterra

Hainan GOVKING Group recently launched its new infant formula product live in a broadcast studio.

The product, from its formula brand GoldMax Love, is a grass-fed milk powder product aimed at the high-end Chinese market, and was jointly developed by GoldMax and New Zealand’s Fonterra Co-operative Group.

"Grass-fed milk powder follows the principle of natural and free-range breeding,"​ said Wu Suguo, president of GOVKING Group (GoldMax, New Zealand).

GoldMax is among the first batch of Chinese milk powder brands certified by New Zealand AsureQuality for grass-fed milk.

The event was broadcast live by Xinhua Silk Road to consumers in many countries around the world, as well as platforms such as kuaishou, vzan, JD.com and taobao. The live broadcast attracted a total of 4.57m online views, and online sales topped 10m yuan ($1.4m).

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