陈海峰“改造”三元牛奶：在京销售继续下滑丨消费一线

Core Viewpoint - The sales revenue of San Yuan Dairy continues to decline, with a significant drop in its core market of Beijing, indicating challenges in the dairy industry and increased competition [1][4][8]. Sales Performance - In the first three quarters of 2025, San Yuan's dairy segment sales amounted to 4.718 billion yuan, down from 5.315 billion yuan in the same period last year, representing a year-on-year decrease of 5.97 million yuan [1]. - Specifically, the sales figures for liquid milk, solid milk, ice cream, and others were 2.917 billion yuan, 703 million yuan, and 1.098 billion yuan, respectively, compared to 3.359 billion yuan, 675 million yuan, and 1.281 billion yuan in the previous year [1]. Market Challenges - The overall dairy market is facing difficulties, with Nielsen IQ reporting a 16.8% year-on-year decline in sales across all channels in September, and a 21.3% drop in offline channels [5]. - In Beijing, the total retail sales for the first three quarters decreased by 5.1%, further complicating the market landscape for dairy products [7]. Competitive Landscape - San Yuan's market share in Beijing is being eroded, with increased competition from brands like Mengniu and Yili, which are gaining consumer trust and market presence [10][12]. - Despite San Yuan's leading position in the low-temperature milk market, its competitive edge is diminishing due to lower profit margins and aggressive pricing strategies from competitors [11][12]. Product Perception and Innovation - Consumer feedback indicates that San Yuan's products are perceived as lacking in flavor, with complaints about the taste of their milk being common [13]. - There is a noted need for product innovation and improvement to meet changing consumer preferences and expectations [13][20]. Organizational Changes - San Yuan is undergoing significant organizational restructuring under the new leadership of Chen Haifeng, who has a background in internet and marketing strategies [17][20]. - The company is implementing a systematic transformation that includes optimizing its organizational structure, reducing staff in various departments, and focusing on digital management [20][21].