液态奶不赚钱，伊利忙着卖奶粉奶酪，蒙牛弄“保健品”？

Core Insights - The liquid milk market is facing challenges due to oversupply of traditional products and insufficient supply of specialty products, with leading companies like Yili and Mengniu maintaining dominance through channel and scale advantages [1] - The sales growth of liquid milk is slowing down, with leading companies shifting focus towards higher value-added products such as cheese, milk powder, and ice cream [1][2] - Yili is proactively transitioning to a second growth curve by expanding its product offerings in milk powder and cheese, while Mengniu is focusing on vertical integration in the cheese market and entering the health food sector with its probiotic drink [7][9] Group 1: Market Dynamics - The liquid milk segment, once a major revenue driver, is experiencing a decline in growth, with consumers increasingly favoring low-temperature milk for its freshness [2] - Data shows that the market share of ambient milk products is decreasing, with ambient pure milk's share down by 2.68% and sales down over 18%, while low-temperature products are gaining traction with a 1.18% increase in share and a 19.68% increase in sales [2] - Both Yili and Mengniu are feeling the pressure from the declining liquid milk market, as evidenced by their decreasing revenue proportions from this segment [2][3] Group 2: Yili's Strategy - Yili is effectively responding to market changes by increasing its focus on milk powder and cheese, with its revenue from liquid milk decreasing from 67.79% at the end of 2023 to 60.66% by Q3 2025 [4] - The company has established a comprehensive product matrix in the milk powder sector, including organic infant formula and goat milk powder, leveraging its brand influence and distribution channels [6] - Yili's proactive strategy has allowed it to maintain a relatively stable performance in a declining market, with a year-on-year revenue decrease of only 1.63% [4] Group 3: Mengniu's Approach - Mengniu has successfully established a foothold in the cheese market with its brand Miaokelando, which achieved a revenue of 1.39 billion yuan, growing by 14.22% [7] - The company is also venturing into the health food sector with its probiotic drink YouyiC, which has received health product certification, marking a significant step towards functional foods [9][12] - Mengniu's strategy involves a more vertical approach, focusing on niche markets and health-oriented products, although it faces challenges in adapting to the regulatory environment of the health food industry [12][13]