切入儿童奶细分赛道，认养一头牛推出专业儿童品牌“哞星人”

Core Viewpoint - The company "Raising a Cow" has launched a new children's brand "Moo Star" focusing on A2 protein to tap into the growing children's milk market in China, which is projected to reach 469.6 billion yuan by 2027 with a compound annual growth rate of 5.6% [1][4]. Product Launch - "Moo Star" introduced three product lines: A2 children's pure milk, A2 organic children's pure milk, and A2 Juanshan children's pure milk, targeting children aged 1-12 years [2]. - The pricing strategy for "Moo Star" is set at 2-3 yuan per 100ml, which is considered reasonable to encourage good milk-drinking habits among consumers [2]. Supply Chain and Quality Control - The company emphasizes its full supply chain advantage by selecting only 7% of pure A2 cows from its own farms, with 1% raised under organic standards and 0.5% being Juanshan A2 cows [2]. - The A2 Juanshan children's pure milk contains 4.0g of protein per 100ml, and the A2 organic children's pure milk is certified by both Chinese and European organic standards [2]. Market Strategy - "Moo Star" employs a dual-channel strategy, selling products through major e-commerce platforms like Tmall, JD, and Douyin, as well as in mainstream supermarkets [2]. - The children's milk market is expected to evolve towards health, functionality, and reasonable pricing, with "Moo Star" positioned to meet these demands [4]. Research and Development - The nutritional value of A2 milk is recognized for its easier digestibility, making it suitable for children [3]. - The company has developed a complete A2 product line, including long-life milk, fresh milk, milk powder, and ice cream, since launching its first A2 product in 2020 [3]. Corporate Social Responsibility - In 2023, the company established the Zhejiang Calf Public Welfare Foundation to promote child-friendly farm research activities, reflecting its commitment to social responsibility [4].