Can "Mengniu Group" executives help Miaoke Lando achieve its 100-billion-yuan goal through World Cup collaboration?

Recently, cheese company Miaoke Lando officially announced that it has become a global official cheese sponsor for the 2026 FIFA World Cup. This means that within a year, Miaoke Lando has secured official partnership status for two major top-tier events—the Olympics and the World Cup. It is reported that leveraging these global sports events, Miaoke Lando will achieve worldwide brand influence penetration and deep reach into household consumption scenarios.

However, behind this shining moment, Miaoke Lando has just experienced a high-level shake-up: Founder Chai Xiu was dismissed from his position as General Manager due to guarantee disputes and breach of compensation commitments. Kuai Yulong, from the Mengniu group, took over as CEO and first proposed an ambitious “13434” ecological strategy, targeting annual revenue of 10 billion yuan and doubling net profit.

Regarding this strategy, Miaoke Lando told Nan Du Wan Finance that under the Healthy China strategy and the wave of consumption upgrades, cheese, as a high-nutrition dairy product, has broad prospects. On the occasion of its 10th anniversary, Miaoke Lando has proactively taken on the responsibility of industry leader, releasing a clear “13434” ecological strategy, signing a partnership with FIFA World Cup to enhance global brand image, and leveraging the comprehensive empowerment of the Mengniu system to set a clear course for the next five years—aiming for 10 billion yuan in revenue and high-quality development.

At a crossroads of development, can this company leverage the momentum of the World Cup and, under the leadership of its new CEO, realize its billion-yuan dream?

Miaoke Lando Continues to Boost Sports Marketing

Becoming a World Cup Partner

Miaoke Lando’s cooperation with top global events began in 2025. At that time, the brand became an official cheese partner of the Olympics, and during the 2026 Milan Cortina Winter Olympics, it invited speed skating Olympic champion Gao Tingyu as brand ambassador, achieving over 10 billion online and offline impressions.

Now, partnering with the 2026 FIFA World Cup, Miaoke Lando’s sports marketing efforts take another step forward.

Industry insiders point out that the World Cup attracts worldwide attention. For Miaoke Lando, which is seeking to modernize and globalize its brand, this is a strategic opportunity that cannot be missed. Using the World Cup as an emotional bridge across borders and age groups, Miaoke Lando aims not only to boost global recognition but also to deepen its brand presence.

From the results so far, the implementation of sports marketing has already shown a clear product conversion path. For the upcoming 2026 World Cup, Miaoke Lando has also aligned its product layout and marketing strategies. It is understood that, targeting children, Miaoke Lando launched “Jiejie High Cheese Little Gold Bag” with over 65% cheese content; for adult fans, it introduced the shelf-stable “Versatile Cheese Slices,” precisely targeting late-night game-watching scenarios with instant noodles and burgers.

“Mengniu Group” Executives Set a 10-Billion-Yuan Goal

Performance Recovery Brings Hidden Worries and Challenges

Behind the grand brand narrative, Miaoke Lando has just experienced a high-level shake-up and is considering significant asset impairment.

In January 2026, Miaoke Lando issued multiple announcements that founder Chai Xiu was removed from his positions as Vice Chairman and General Manager, retaining only his director role. Kuai Yulong, from the finance sector, took over as General Manager. The immediate trigger was an old debt: Miaoke Lando’s investment in a merger and acquisition fund faced overdue debts guaranteed by the company, resulting in a net profit loss of between 119 million and 127 million yuan. Although Chai Xiu had promised to backstop this, he had not fulfilled his compensation commitments as of the announcement date, and the company has initiated arbitration.

Industry voices believe this is not only a personal setback for Chai Xiu but also reflects past corporate governance issues. Violations such as misappropriation of funds, information disclosure violations, and inaccurate performance forecasts have been obstacles in Miaoke Lando’s development. Previously, the company was repeatedly called out by regulators for delayed disclosure of issues like plant shutdowns and large asset impairment provisions, illegal fund occupation, and other disclosure violations.

From 2021 to 2024, Miaoke Lando’s revenue growth slowed significantly, with an 8.99% decline in 2024. However, in 2025, performance improved: in the first three quarters, revenue reached 3.957 billion yuan, up 10.09% year-on-year; net profit attributable to the parent was 176 million yuan, up 106.88%. Yet, due to fair value changes mentioned earlier, Miaoke Lando’s overall performance in 2025 may face further pressure.

It is noteworthy that the newly appointed CEO Kuai Yulong has set high-profile goals for Miaoke Lando’s future. At a recent partner development conference, he proposed the “13434” ecological strategy: focusing on “one goal”—centered on consumers, aiming for over 10 billion yuan in revenue and doubled net profit; targeting three main categories—cheese, dairy fats, and whey; building four nutritional systems—growth nutrition, dietary nutrition, sports nutrition, and functional nutrition; with three main growth engines—B2B, B2C, and M&A overseas; and developing four core capabilities—product innovation, brand leadership, channel transformation, and digital intelligence.

Analysts note that this strategy’s practicality lies in breaking Miaoke Lando’s past over-reliance on children’s cheese sticks. As the domestic birth rate declines, the children’s cheese market has become highly competitive, prompting expansion into adult and middle-aged markets and B2B catering scenarios. In fact, the key driver of Miaoke Lando’s 2025 performance growth was the B2B market, with the company accelerating domestic substitution in mozzarella and other categories due to low raw milk prices.

However, to reach the 10-billion-yuan target, Miaoke Lando needs to double its current revenue. This involves competing with international giants like Kraft and Savencia, as well as domestic dairy leaders. GF Securities’ research report points out that long-term competition in the deep-processing industry is a resource, technology, and channel contest—precisely the challenge faced after the “Mengniu group” executives took full control.

Currently, Mengniu Group’s stake in Miaoke Lando has risen to 37.04%, with Chairman Chen Yiyi and President Kuai Yulong both from Mengniu. But “Mengniu group” is not a panacea. When Mengniu acquired Miaoke Lando through a private placement, the share price was about 29.71 yuan per share, but as of March 2026, Miaoke Lando’s stock price fluctuates around 20 yuan, reflecting the market’s cautious attitude toward this integration process.

Kuai Yulong stated that Miaoke Lando must evolve from a traditional industry chain leader into a network-centric enterprise. However, to succeed through scale effects, Miaoke Lando’s billion-yuan sprint may have only just begun.

Reported by: Wang Jingjuan, Nan Du Wan Finance