Abstract: With the trend of consumption upgrading and popularization of health consciousness from Chinese citizens,the sales volumes of diary product are gradually being boosted. Meanwhile,the market of high-grade milk is experiencing smooth growth due to the extensive influence of Telunsu and Jindian,high-grade milk. The consumption of high-grade milk has been being an obvious trend. It is especially clear in offline market that the local brand of high-grade milk provides consumer with diverse choice for upscale market and super upscale market. The high-grade milk of local brand in offline market takes two-thirds market shares. The times ruled by TJ have been being the history. Meanwhile,with local brand activeness and upscale market variety,it is clarified enough that the concept of emphasizing standardization and pure nature can’t exist in the same product simultaneously.

Key words: consumption upgrading, regional Brand, multiplex market, high-grade milk