Dr. Yang Zou was born in September 1985 in Tianjin, graduated from Tianjin University majoring in Biochemistry, has a postgraduate degree, a doctorate degree in engineering and is a senior engineer. He is currently a member of the Discipline Inspection Committee of Tianjin Food Group and the Party Secretary and Chairman of Tianjin Haihe Dairy Co., Ltd.
'Each generation has its own flavored milk.' Despite once being underestimated due to market sluggishness, flavored milk is now making a strong comeback in innovative forms. If you browse the shelves offline, you’ll be pleasantly surprised to find nostalgic classics blended with trendy new flavors, offering consumers a refreshing experience. How has flavored milk regained its vitality? It’s not just a testament to brand innovation but also a signal of shifting market trends.
In 2022, at just 36 years old, Yang Zou became Party Secretary and Chairman of Haihe Dairy, stepping into leadership at a critical turning point for the company. Faced with stalled new factory construction, outdated management practices, and an aging brand image, Zou saw not only challenges—but also the opportunity for bold transformation.
Guided by the philosophy of “consumer-first, team-driven,” he broke away from conventional state-owned enterprise thinking and redefined Haihe’s strategic trajectory. Internally, he overhauled organizational mechanisms, fostered a culture of innovation, and re-energized his team. Externally, he zeroed in on market segmentation and led the creation of the “flavored milk strategy”—launching headline-grabbing products like cilantro avocado milk and Tianjin-style pancake milk. By combining unique flavors with cultural resonance, Zou captured the attention of younger consumers and carved a distinct identity for Haihe in a competitive market.
Through creative marketing, including cross-industry collaborations with Tianjin Museum and comedy troupe Deyunshe, Zou successfully positioned Haihe as a brand that blends taste with fun and emotion.
In just three years, Haihe Dairy rose from a regional name to a national symbol of innovation. The brand’s value surged to RMB 15.375 billion, with annual revenue growing from RMB 680 million in 2021 to RMB 1.1 billion in 2024—ranking #1 in flavored milk sales nationwide.
In this conversation, Yang Zou will share his personal journey—from a young executive in a traditional industry to a transformation leader—demonstrating how vision, bold moves, and strategic focus can fuel unexpected success.