Abstract: Milk consumption always centers on nutrition, nature and freshness, that is also the essential nature of high-grade milk. High-grade milk prevailed and previous in market can’t meet consumers’need for high quality milk.More product value, product functions, and more issues need more superior product to fill in,which will create new development and innovation opportunity for local brand. Hence, high-grade milk market calls for more new products and brands joining in order that the high-grade milk market can be prosperous.

Key words: consumption needs, natural milk, brand innovation