Oatly(US:OTLY) Guan Cha Zhe Wang·2025-07-26 01:54Core Viewpoint - OATLY has initiated a strategic review of its operations in the Greater China region, considering the possibility of independent operation to accelerate growth and maximize value [1][12]. Group 1: Company Background and Market Entry - OATLY, founded in 1994, specializes in oat milk production and initially struggled to gain traction until a brand repositioning in 2012 [2][3]. - The company entered the Chinese market in 2018, leveraging support from its shareholder, China Resources, to establish a foothold [2][3]. Group 2: Growth and Performance - OATLY experienced rapid growth in China, achieving a market share of 62.9% in the oat milk sector as of mid-2023, with a year-on-year increase of over 10 percentage points [7]. - Revenue figures for OATLY in Greater China from 2020 to 2024 show a growth trajectory, with 2023's first half revenue reaching $56.95 million, a 12.5% increase year-on-year [9]. Group 3: Strategic Challenges and Market Dynamics - The decision to review operations in Greater China comes amid concerns over market uncertainties and competitive pressures, as seen with other foreign brands like Starbucks and Häagen-Dazs [1][13]. - OATLY's pricing strategy has been affected by local competition, leading to a significant reduction in prices, which may dilute its premium brand positioning [16][17]. Group 4: Future Outlook - Analysts suggest that OATLY's potential separation from the Greater China market reflects a cautious approach to a market that has not met profitability expectations compared to other regions [13][17]. - The company has halted plans for a second factory in China, indicating a shift in focus and possibly a reassessment of growth strategies in the region [17].