三元牛奶失守北京市场

Core Viewpoint - The sales revenue of San Yuan Dairy continues to decline, with a significant drop in its dairy product segment in the first three quarters of 2025 compared to the previous year [1][2][3]. Sales Performance - In the first three quarters of 2025, San Yuan's dairy product 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]. - The breakdown of sales includes liquid milk at 2.917 billion yuan, solid milk at 703 million yuan, and ice cream and others at 1.098 billion yuan, compared to 3.359 billion yuan, 675 million yuan, and 1.281 billion yuan respectively in the previous year [1]. Market Challenges - The company is facing increased competition in its home market of Beijing, where sales fell to 2.28 billion yuan from 2.67 billion yuan year-on-year, a decrease of 390 million yuan [3][9]. - The overall dairy market is experiencing a downturn, with Nielsen IQ reporting a 16.8% year-on-year decline in sales across all channels in September, and offline sales down by 21.3% [8]. Competitive Landscape - Despite maintaining a leading position in the low-temperature milk market in Beijing, San Yuan's competitive edge is weakening due to lower profit margins and aggressive pricing strategies from competitors [10][11]. - The profit margin for a box of San Yuan's pure milk is reported to be less than 5 yuan, which affects retailers' willingness to promote the brand [11]. Brand Perception and Product Development - Consumer feedback indicates that San Yuan's milk is perceived as having a bland taste, which may impact brand loyalty and sales [12][18]. - The company has been slow to expand into high-end retail channels like Sam's Club, where competitors have successfully established a presence [12]. 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 [14][15]. - The company plans to optimize its organizational structure by reducing the number of departments and enhancing digital management, aiming for a more agile sales approach [16]. Marketing Strategies - The appointment of celebrity endorsements, such as actor Ge You, is part of San Yuan's efforts to revitalize its brand image and attract consumers [17].