力推“液体沙拉”，新乳业瞄向“健身搭子”

Core Viewpoint - New Hope Dairy is targeting health-conscious consumers with its "Huo Run" liquid meal replacement product, which has shown significant growth in a competitive low-temperature dairy market, despite challenges from increasing competition and product homogeneity [4][7][9]. Company Performance - New Hope Dairy achieved a revenue of 5.526 billion yuan in the first half of the year, marking a year-on-year increase of 3.01%, while net profit attributable to shareholders reached 397 million yuan, up 33.76% [4]. - The "Huo Run" product line experienced growth exceeding 40%, significantly outpacing the overall growth rate of the company [4][7]. Product Details - The "Huo Run" liquid meal replacement is marketed as a "liquid salad," containing 9 types of fruits and vegetables, with 288 calories per bottle, equivalent to one apple, and 25 grams of dietary fiber [4][5]. - The product is positioned to appeal to fitness enthusiasts and those seeking convenient meal options, featuring zero added sugar and the inclusion of B420 probiotics, which are claimed to support gut health [5][6]. Market Trends - The low-temperature dairy segment is experiencing growth, with low-temperature milk and yogurt seeing sales increases of 2.51% and 2.58% respectively, while the market for ambient milk is declining [7]. - New Hope Dairy's low-temperature product sales grew over 10% year-on-year, driven by popular products like "24-hour" fresh milk and the "Huo Run" series [7][8]. Marketing Strategy - The marketing campaign for "Huo Run" emphasizes its health benefits and has included collaborations with popular IPs to enhance brand visibility [7][8]. - Advertising expenses for New Hope Dairy increased by 25.17% to approximately 156 million yuan, accounting for about 39% of the net profit for the period [8]. Competitive Landscape - The low-temperature dairy market is becoming increasingly competitive, with companies focusing on product differentiation through health claims and premium offerings [8][9]. - Analysts note that product homogeneity is a significant challenge, as many brands offer similar products with little differentiation in quality or ingredients [9].