光明乳业，如何保卫上海市场？丨消费参考

Core Viewpoint - Bright Dairy is experiencing a decline in revenue and profit, particularly in its home market of Shanghai, amid a broader contraction in the dairy industry [1][2][3]. Financial Performance - In the first half of 2025, Bright Dairy's revenue decreased by 1.9% year-on-year to 12.47 billion yuan, while net profit attributable to shareholders fell by 22.5% to 220 million yuan [1]. - Revenue from liquid milk, other dairy products, and livestock products was 6.61 billion yuan, 4.45 billion yuan, and 520 million yuan, with year-on-year growth rates of -8.6%, +8.8%, and -13.8% respectively [1]. - Regionally, revenue in Shanghai, other regions, and overseas was 3.49 billion yuan, 4.99 billion yuan, and 3.94 billion yuan, with year-on-year growth rates of -6.9%, -1.5%, and +1.9% respectively [1]. Industry Context - The overall demand for dairy products is shrinking, with Nielsen IQ reporting a 9.6% year-on-year decline in dairy sales across all channels as of June 2025 [3]. - Competitors like Mengniu and Yili also reported revenue declines, with Mengniu's revenue down 6.9% to 41.57 billion yuan and Yili's liquid milk revenue down 2.1% to 36.13 billion yuan in the first half of 2025 [3]. Competitive Landscape - Bright Dairy is intensifying efforts to defend its market share in Shanghai by launching new products and enhancing its distribution channels [5][6]. - New Dairy, a competitor, reported a revenue increase of 3.01% to 5.526 billion yuan in the first half of 2025, indicating a more proactive approach in its core markets [4].