Tmall Super Category Day opens the first low-temperature milk creative pop-up store, leading a consumption upgrade

Tmall Super Category Day opened China’s first chilled-milk experience pop-up—“72-Hour Fresh Pasture”—at Shanghai Hopson One with New Zealand Freshland, Mengniu, New Hope, Yili, Le Pur and Bright, staging speed/variety/vitality freshness and releasing a Chilled Milk Trend White Paper: category growth ~10× dairy overall, 30m+ potential buyers, air-freight SKUs +150% on Tmall as cold chain unlocks a new-middle-class blue ocean.