Graduated from the University of Illinois at Urbana-Champaign with a degree in Food Engineering and Agriculture, I have professional experience in the dairy industry, having worked at Bright Dairy and Tetra Pak. I currently manage a fully integrated dairy company located in East China, with a deep understanding of the entire dairy supply chain. However, my most significant personal identity is as a self-media blogger on the Xiaohongshu platform, where I share industry knowledge with consumers. My goal is to bridge the gap between consumers and brands by disseminating more genuine industry insights.
The approach of 90s-born second-generation entrepreneurs in taking over family businesses has markedly evolved from that of the previous generation. They are no longer confined to traditional channels but are leveraging social media and building their own brand momentum to connect with the market and streamline operations more agilely.
Eric, a second-generation leader at Jiale Dairy, once embraced a 'lying flat' attitude. However, a chance event led him to post a video on Xiaohongshu, unexpectedly unlocking significant business opportunities. Today, he has successfully introduced Jiale Dairy's products into major channels such as Hema, Aldi, and ReQi Bingdian, achieving annual single-product sales in the tens of millions and marking his transformation from 'second-generation heir' to 'top salesperson'.
This success is not solely due to the empowerment of social media but also stems from Jiale Dairy's meticulous refinement of its single-farm model. How does the company ensure consistent product output through comprehensive industry chain control? How can social platforms highlight the value of premium milk sources? Eric's journey exemplifies how the new generation of entrepreneurs is redefining business through innovative models.