“Now, our milk produced on Monday can board the plane on Tuesday, reach the port on Wednesday and get on the shelf on Thursday. That is a qualitative change!” said Stanley Sheng, President of Theland, when he accepted the interview with the CCTV Network News Broadcast.

Theland gets reported by the CCTV Network News Broadcast! This is an honor that an import brand never expects. Many foreign brands have been developing painstakingly in China for many years, but have never been successful. However, after just over 2 years in China, Theland has become a top brand of dairy products in China, with a compound annual growth rate of 246%, making other dairy companies look at it with new eyes and cannot help envying it!

Why Can Theland Become Popular So Quickly!

Last year, when Hema just began to sell Theland Fresh Milk, only more than 1,000 bottles were sold in September. However, the number grew to more than 3,000 bottles in October and nearly 30,000 bottles in the third month. What's the magic behind the leaps?

“The aroma is mellow and the aftertaste is lasting!” This is an honest comment from a regular customer. Product power is the key for Theland to win customers. The farm, which has the largest own brand in New Zealand, has kept the number of cows firmly under 30,000. In awe of the rules of nature and free range, they always insist on 1 cow per acre, free range in the pasture, regular milking and regular closed seasons. The farm is called “a paradise for cows in New Zealand”. As a result, the milk source is extraordinary. More importantly, the factory is on the farm. The freshness and nutrition are locked up in 2 hours. Moreover, the fast air transport by China Eastern Airlines, the direct supply from the farm and the cold chain covering the entire journey make the fresh milk arrive in China as fresh as that in New Zealand!

“Milking also needs skills~”
Jack Ma experienced dairy farming in New Zealand.
Here, the air is sweet, PM2.5 is almost 0
The lake water can be drunk directly
The pasture is boundless
The cows roam freely
Maori people live nearby
The important basics for happiness:
The blue sky, clear water, sunshine……

Theland Excels in Five Aspects!

Apart from the excellent milk source, Theland also works hard on capacity, transport, customs clearance and product quality. It is known that Theland excels in five aspects! Theland has 29 own farms in New Zealand. Unlike purchased raw milk, the quality of milk source from its own farms is controllable. Theland produces 120 million liters of high-quality raw milk annually, and the quality is higher than New Zealand’s national standard and the EU standard. At the same time, Theland has established strategic cooperation with China Eastern Airlines so that transport and customs clearance are integrated. The milk can reach China within the day and get on the shelf the next day. Shanghai Municipal Government’s “overseas inspection and domestic clearance” model reform has given vitality to the company. The time taken to get the milk on the shelf has been shortened from 8 days to 3 days. Fresh and nutritious, the milk now retains more active whey protein. “It’s just irresistible!” This is true for many consumers. Theland Milk has a mellow mouthfeel and faint grassy scent. It’s New Zealand's pure natural good taste!

Supported by a Quality Supply Chain

On Dec. 21, 2017, Alibaba took a stake in Theland. In just two months, Theland was featured on CCTV Network News Broadcast as a representative of trade facilitation. Its success reflects Alibaba’s global purchase supply chain strategy.

In his report at the 19^th National Congress of the CPC, Chinese President Xi Jinping pointed out: “The people's yearning for a better life is the goal we fight for.” Alibaba's global purchase strategy is in line with China's consumption upgrading and the Chinese people's yearning for a better life. One of Alibaba’s core strategies is globalization, which is laid out around China’s “Belt and Road” Initiative. Through the integration of all links in the supply chain, the supply chain efficiency is improved, so that consumers can get better products, better prices and better services. As a result, global resources can be channeled to China, thus China can enjoy safe high-quality products from around the world and the world can share the dividend of consumption upgrading in the Chinese market.

Theland is the epitome of Alibaba-enabled new retail. It buys around the world to channel the world’s good products to China. It transports throughout the world to bring the world’s good products to China quickly. An “Intel” model of China’s new retail is thus created, enabling the content of China’s new retail. That is the value of Alibaba's global supply chain.