New Hope Dairy and Hong Kong Cross Brand have reached a strategic cooperation: both parties fully leverage their resource endowments to promote the high-quality development of the dairy industry in Hong Kong and Macau

On April 2, New Hope Dairy officially signed a cooperation agreement and strategic cooperation memorandum with the well-known local dairy brand Cross in Hong Kong, marking the official launch of an in-depth cultivation and comprehensive layout in the dairy product market of Hong Kong and Macau, bringing consumers fresher, more diverse, and more locally relevant dairy product choices. According to the strategic memorandum signed by both parties, leveraging New Hope Dairy's strong accumulation in product research and development, supply chain system construction, and product innovation, combined with Cross's channel resources, brand influence, and localized operational experience in the Hong Kong and Macau markets, both parties will jointly initiate the "Project New Hope+" strategic cooperation plan. Through resource sharing, brand collaboration, and channel complementarity, they will work together to explore the dairy market in Hong Kong and Macau, creating a new consumption experience for dairy products that ensures quality assurance and local adaptation, achieving complementary advantages and mutual benefits. New Hope Dairy is a leading fresh dairy enterprise in mainland China and a leader in the low-temperature milk industry. In recent years, the company has maintained strong growth momentum against the backdrop of slowing growth in the dairy industry, highlighting its operational resilience. Cross is a highly representative local dairy brand in Hong Kong, having deeply cultivated the local market for many years, with a well-established national brand and a wide-ranging omnichannel distribution network in Hong Kong and Macau, earning broad recognition from consumers in these regions. This signing cooperation is not only a deep integration of the advantageous resources of both New Hope Dairy and Cross but also an important milestone for the company to seek innovative breakthroughs and accelerate its layout in emerging markets in Hong Kong and Macau. It signifies the efficient connection between high-quality dairy enterprises in mainland China and the channel and brand resources in the Hong Kong and Macau markets, laying a solid foundation for promoting the upgrading of the dairy industry in both regions. Based on the continuous upgrading of consumer demand for healthier, functional, and scenario-based dairy products and the profound changes in consumption habits, according to the memorandum's plan, both parties will focus on brand co-branding as the core entry point, first introducing New Hope Dairy's star innovative product categories into the Hong Kong market, precisely matching local consumers' needs for healthy, convenient, and functional dairy products. They plan to launch a co-branded "Active Light Meal Cup/Bottle" series of products this summer, targeting specific life scenarios such as "light burden control," "meal replacement energy," and "fitness replenishment." In addition, by the fourth quarter of this year, they plan to launch a series of specialty flavored milk beverages, precisely catering to the taste preferences of consumers in Hong Kong and Macau, fully entering mainstream offline channels such as core supermarkets and chain convenience stores across Hong Kong, achieving comprehensive coverage of consumption scenarios and further expanding the market influence of the cooperative brand. New Hope Dairy possesses leading industry research and development innovation capabilities, an efficient and stable full-link supply chain system, and core technology accumulation in the low-temperature milk field. Established in the early 1950s, Cross has continuously deepened its presence in the Hong Kong market for many years, relying on over 70 years of local brand accumulation, a mature and stable omnichannel coverage network, precise and profound local consumer insights, as well as strong brand vitality and market recognition, firmly maintaining its position at the forefront of the fresh milk market in Hong Kong, combining excellent quality with a good reputation. This cooperation is not only a union of brands and products but also a long-term value co-creation centered around core consumer needs, based on fresh quality. Both parties will take this as a starting point, fully leveraging their respective resources in brand, channel, research and development, and market operations, working together to expand the market, upgrade the consumer experience, and provide high-quality dairy products to consumers in Hong Kong and Macau, jointly promoting the high-quality development of the dairy industry in these regions