飞鹤，急速打响市场保卫战丨消费参考

Core Viewpoint - Under market pressure, China Feihe is taking various measures to stabilize its position, including launching new products that replicate the nutritional ecology of breast milk [1][2]. Company Performance - Feihe's revenue for the first half of the year decreased by 9.36% year-on-year to 9.151 billion yuan, with sales pressure attributed to increased competition and a deliberate reduction in milk powder channel inventory [3]. - The revenue breakdown shows that ultra-high-end, high-end, regular, and adult milk powder segments generated revenues of 6.19 billion, 1.69 billion, 330 million, and 290 million yuan, respectively, with declines of 13%, 14%, 3% growth, and 4% decline year-on-year [3]. Market Dynamics - The infant formula market is experiencing intensified competition, with leading brands like Yili, Nutricia, and FrieslandCampina expanding, while mid-tier brands like a2 are also showing strong growth potential [3][7]. - Feihe has maintained its position as the top seller in the infant formula market for six consecutive years, but the growth momentum in the market appears weak, with a projected decline in newborn numbers due to a significant drop in marriage registrations [4][5]. Membership and Tools - Feihe's "Star Mom Club" membership has surpassed 85 million, and the company plans to offer a free developmental self-assessment tool tailored to Chinese babies through this platform [2].