2026 Dairy Industry Conference: Behind the World Cup IP lies the different growth logic of "three cups of good milk"

On July 8th, the 17th China Dairy Industry Conference opened in Nanchang. 500 companies squeezed into a 100000 square meter exhibition hall. As the official global sponsor of FIFA, Mengniu has set up a World Cup themed exhibition area in the pavilion, showcasing the "World Cup Official Ice Cream" series of products and presenting the related content of three endorsed football stars, Messi, Mbappe, and Yamal. At the exhibition booth, in addition to World Cup themed products, a full chain information traceability system covering 83 key links and 411 main information points was also showcased, as well as the world's first intelligent quality management system for the entire lifecycle of the dairy industry. Yili has signed five national teams from Argentina, Portugal, France, Spain, and Germany, incorporating football elements and a creative advertisement for "Kung Fu Football Legend" at the booth, and achieving brand exposure through the collective image rights of the teams. At the same time, the 23 year old Chinese breast milk research database and 19 patented achievements of Lactobacillus paracasei K56 will be exhibited. Miao Ke Lan Duo approaches the World Cup from another dimension - becoming the official global cheese for the 2026 FIFA World Cup. Launching the "13434" ecological strategy, extending from children's cheese sticks to all age nutrition, the dairy industry conference will showcase new cheese products simultaneously. Three different product logics are presented in parallel in the same exhibition hall. When consumers pick up a box of milk, every sip they take is the endpoint of these details.