Chinafotopress

Jet Li loves milk. Or, at least, that’s what the advertising boards that have gone up around first and second tier Chinese cities for the China Health Promotion Foundation would have us believe. And Li doesn’t seem to be the only one in China. Despite the melamine scandal being just 12 months ago — a scandal that resulted in the deaths of six infants and the hospitalization of hundreds of thousands more — China’s milk industry has shown surprising resilience and it is clear that, while it did experience a not-too-unexpected post-scandal crisis in confidence, the Chinese ......the safety of Mengniu milk, while Yili has launched a host of advertisements under the slogan ‘Milk You Can Trust.’ Chou estimates that American Dairy spends USD 3 million a month on advertising with CCTV alone.

Companies are not going to make any money if consumers don’t trust their product, and with a growing market, whoever can best gain their trust has a strong competitive advantage. So the question is, if Jet Li says that he loves milk, is that enough for Chinese consumers?