The competition in China's cheese market is extending from children's snacks to catering ingredients, adult consumption, and the global supply chain.
As a leading enterprise in the domestic cheese industry, Mokelongduo has also begun to expand into more niche markets.
On November 8th, during the 9th China International Import Expo, Mengkelan Duo signed a strategic cooperation agreement with CP Group of Thailand to deepen their channel collaboration in the Thai market.
According to the agreement, Mico Blue Duo will rely on the two major supermarket systems, Lotus and Makro, which are operated by CP AXTRA under CP Group, to further expand the Thai market and use this as a foothold to layout its strategy in Southeast Asia.
This is not the first time the two parties have collaborated. In May 2025, Miao Kelan Duo initiated a business partnership with CP Group, and in October of the same year, its cheese sticks began to be sold in Lotus and Makro. Currently, CP AXTRA operates over 2,000 stores in Thailand, covering both retail and wholesale channels.
Previously, Miao Kelan Duo also reached a strategic cooperation with Dachang Huajia ( DKSH ) and joined hands with Saudi dairy company SADAFCO to layout the Middle East market, gradually expanding its overseas sales network.
While expanding its export business, Miaoke Landuo is also increasing its efforts in imports.
On November 7th, the company signed a strategic cooperation agreement for the import of original cheese with JD Supermarket. Both parties will collaborate in areas such as global cheese procurement, supply chain coordination, channel expansion, and marketing.
Milkoko Lando has previously organized teams to visit five cheese-producing regions in Italy, France, the Netherlands, Germany, and the United States for product selection. This import project covers various varieties such as Parmesan, Comté, Gruyère, Emmental, Camembert, and Brata, and is aimed at household consumption, baking, and catering scenarios.
JD Supermarket will provide online sales channels, cold chain fulfillment, and user operation support. Both parties also plan to explore C2M product customization based on consumer demand.
The two collaborations focus on exports and imports respectively, which also indicates that Molkito's competitive scope is expanding beyond the traditional cheese retail market to include global procurement, raw material supply, and cross-border channel operations.
Behind this change lies the expansion of the competitive dimensions within China's cheese industry.
As cheese penetrates into scenarios such as adult consumption, home cooking, and food service processing, businesses no longer only compete for retail shelves but also for upstream raw materials, processing and manufacturing capabilities, as well as B-end customers.
The top-tier structure of the retail market has become relatively concentrated.
Data from the “Immediately Win Intelligence Station” shows that in the second quarter of 2026, the top five domestic offline cheese retail groups together accounted for 78.3% of the market share, a slight decrease of 0.2 percentage points year-on-year. Among them, Mengniu Group’s market share was close to 50%, continuing to increase year-on-year.
In this context, expanding into more niche categories and links in the industrial chain has become one of the directions for leading enterprises to seek new growth.
In March this year, Miao Kelan Duo proposed a "13434" ecological strategy, focusing on the development of three main categories: cheese, cream, and whey. It also identified the B-end market, C-end market, and mergers and acquisitions overseas as directions for growth.
At this year's CIIE, the company released an upgraded version of Jiejie Gaogao Protein Cheese Calcium and jointly launched a new range of authentic mozzarella products with Aishi Chenxi, aiming to expand into the functional nutrition and food ingredient markets respectively.
Compared to children's cheese sticks, the original cheese and the catering supply chain operate under different competitive rules.
In this field, international dairy brands such as Anjia have established relatively mature product systems and customer networks. Customers in the catering and food industry not only focus on price but also value supply stability, processing performance, and the ability to customize products for different application scenarios.
In 2026, the Miaokelanddu Changchun Original Cheese Industrial Park began production, with a designed annual output of 30,000 tons in its first phase, covering products such as original mozzarella cheese, butter, light cream, and whey powder.
Domestically produced cheese has the potential to win over more catering customers with its delivery timelines, localized R&D, and responsive supply chains. However, whether it can compete with international suppliers in terms of scale, cost, and product stability still needs further verification.
Judging from the latest performance, Mokelando's cheese business still maintains growth.
In the first three quarters of this year, the company achieved operating revenue of 4.866 billion yuan, a year-on-year increase of 22.97%; net profit attributable to the parent company was 212 million yuan, a year-on-year increase of 20.37%.
The company previously disclosed that in the first three quarters, both C-end and B-end business revenues grew by more than 20% year-on-year. The increased proportion of its cheese business and improved supply chain efficiency also contributed to the restoration of overall profitability.
The current growth alone cannot directly prove the competitiveness of the new business.
After continuously entering the B-side raw material and overseas markets, Miao Kelan Duo no longer has to face competition only among consumer brands, but also has to compete with mature international dairy suppliers in terms of products, costs, and supply chain efficiency.
