EIREducational Innovation Research3029-18443029-1852Bio-Byword Scientific Publishing Pty. Ltd.10.26689/EIR.v4i5.15087ArticleResearch on the Current Development Status and Marketing Strategies of Tianjin’s Local Brand Haihe Milk Industryhttps://artdesignp.com/journal/EIR/4/5/10.26689/EIR.v4i5.15087ZhaoXinyu,ZhangNi2026452026-05-26Tianjin Haihe Milk, a 69-year-old Chinese time-honored brand, is a microcosm of the development of Tianjin’s dairy industry and an important carrier of the city’s memory. This study aims to comprehensively analyze the current development status of Haihe Milk, explore the opportunities and challenges it faces, and propose targeted marketing strategies. Based on brand marketing theory, this paper systematically examines the development status and transformation path of this local dairy brand through a combination of literature research and case analysis. The research shows that relying on the full industrial chain layout of Tianjin Food Group, Haihe Milk has established a complete industrial system covering breeding and research and development, pasture management, production and processing, and cold chain logistics. In 2023, its designed daily processing capacity reached 500 tons, and its products covered more than 20 provinces and cities across the country, maintaining a 35.4% market share in the local Tianjin market. However, under the backdrop of consumption upgrade and the digital wave, the brand is confronted with development bottlenecks such as a slow nationalization process, homogenization of product innovation, and lagging digital transformation. In response to these challenges, the study proposes a “three-dimensional drive” transformation and upgrading strategy. First, deepen the digital marketing system by building a consumer data platform to achieve precise marketing; second, strengthen the value of regional cultural IP, develop a “Tianjin flavor” product series matrix and cultural experience space; third, optimize the channel combination of  “community + campus + e-commerce”, and improve the construction of the cold chain logistics network in the Beijing-Tianjin-Hebei region. The implementation of these strategies will effectively enhance the brand’s competitiveness, provide practical references for the high-quality development of regional dairy time-honored brands, and also inject industrial momentum into Tianjin’s construction of an international consumption center city.Haihe Milk,Tianjin dairy industry,Time-honored brand,Digital transformation,Marketing strategy

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