Sou Hu Cai Jing·2025-06-03 08:54Core Viewpoint - The Chinese dairy industry is facing unprecedented operational pressures due to a prolonged downturn, characterized by price wars and weak demand, significantly impacting leading companies like Bright Dairy [2][20]. Group 1: Company Performance - Bright Dairy has experienced a continuous decline in revenue over the past three years, with a reported revenue of 24.28 billion in 2024, down 8.33% from the previous year [14]. - The net profit attributable to shareholders for 2024 was 722 million, reflecting a significant drop of 25.36% compared to the previous year [14]. - The company's sales personnel compensation decreased by 15% to 1.302 billion in 2024, while other employee compensation slightly declined from 521 million to 517 million [2]. Group 2: Market Position - Bright Dairy, once the leader in the dairy sector, has seen its market share eroded by competitors like Yili and Mengniu, with its market share in the low-temperature milk segment at 21% as of 2022, compared to Yili's 26.4% and Mengniu's 21.6% [8][20]. - Despite being the top player in the low-temperature milk market, Bright Dairy's competitive edge is diminishing as new entrants and established brands intensify their marketing efforts [7][8]. Group 3: Marketing Strategy - Bright Dairy has been criticized for its low marketing expenditure, with a sales expense ratio of only 12.3%, significantly lower than competitors like Mengniu and Yili, which spent 24% and 18.6% respectively [11][12]. - The company's cautious approach to marketing and brand promotion has resulted in limited consumer engagement and brand visibility, contributing to declining sales [9][13]. Group 4: Quality and Safety Issues - Bright Dairy has faced multiple food safety issues, including a recent incident where a batch of its plant-based butter was found to exceed peroxide value standards, raising health concerns [17][18]. - The company has been subject to numerous consumer complaints regarding product quality, which could undermine consumer trust and brand reputation [19]. Group 5: Future Outlook - Bright Dairy's attempts to seek growth through international acquisitions, such as the purchase of New Zealand's Newlight, face challenges due to the acquired company's limited competitiveness and financial difficulties [20]. - The industry is shifting from a scale-based competition to a value-based competition, necessitating Bright Dairy to adapt its strategies to regain market influence [20].