Guan Cha Zhe Wang·2025-10-18 09:44Core Viewpoint - The Jiangsu Provincial High People's Court ruled in favor of Yili in a case against Mengniu for unfair competition, ordering Mengniu to cease its infringing activities and pay Yili 5 million yuan in damages due to the similarity in packaging between Mengniu's "Selected Pasture" milk and Yili's "Jindian" milk [1][4][5]. Group 1: Legal Dispute and Court Ruling - The court found that Mengniu's "Selected Pasture" milk packaging closely resembled Yili's "Jindian" packaging, constituting unfair competition [1][6]. - This ruling adds to a history of legal defeats for Mengniu in similar packaging disputes, with total compensation to Yili exceeding 8 million yuan [4][5]. - A survey indicated that 82.6% of respondents believed the packaging of the two products was similar, supporting the court's decision on consumer confusion [8]. Group 2: Market Position and Brand Strategy - Yili's "Jindian" brand has achieved significant market success, surpassing 20 billion yuan in annual sales by the end of 2021, and continues to lead in market share within the high-end milk category [6][11]. - Mengniu's "Selected Pasture" was launched in 2014 as a digital traceable product, aiming to compete directly with Yili's high-end offerings [5][9]. - The competition between Yili and Mengniu reflects a broader struggle for market share in the premium milk segment, with both brands targeting similar consumer demographics and pricing strategies [9][11]. Group 3: Financial Performance and Growth Challenges - In the first half of the year, Yili reported revenue of 61.933 billion yuan, a year-on-year increase of 3.37%, while Mengniu's revenue fell to 41.567 billion yuan, a decline of 6.95% [11][12]. - Yili's profit margins are significantly higher, with net profit exceeding 72 million yuan compared to Mengniu's 20.46 million yuan, highlighting a growing disparity between the two companies [11][12]. - Mengniu faces challenges in establishing a second growth curve, as its core product growth slows and it struggles to innovate beyond packaging changes [12].