奶皮子糖葫芦爆火背后，藏着草原奶香的财富密码

Core Insights - The rise of "Nai Pi Zi" (milk skin) products, particularly "Nai Pi Zi" candy hawthorn, has transformed this traditional Inner Mongolian dairy product from a regional specialty into a nationwide sensation, driven by social media and consumer demand [2][4][8] - The "Nai Pi Zi" series, including yogurt and desserts, has gained significant traction on social media platforms, indicating a successful fusion of traditional agriculture with modern marketing strategies [2][4] Market Demand Surge - In the fall and winter of 2025, "Nai Pi Zi" candy hawthorn became a trending item on social media, with search volume on Taobao increasing by 320% month-over-month and order volume doubling [2] - The daily sales of "Nai Pi Zi" yogurt from the restaurant brand Ziguangyuan exceeded 400,000 cups during the Spring Festival, while bakery brand Weidome sold over 2 million cups in six months, showcasing the explosive market potential [2][4] Industry Chain Reconstruction - The emergence of "Nai Pi Zi" has restructured the traditional dairy product supply chain, emphasizing high-quality milk sources and eco-friendly farming practices in Inner Mongolia [4][6] - The collaboration model of "leading enterprises + family farms" in Ordos City has enhanced the quality control of milk production, resulting in a significant increase in local dairy processing capabilities [6] Technological Innovation - Innovations such as frozen "Nai Pi Zi" technology have extended shelf life to 30 days, facilitating distribution across northern markets [6] - The introduction of low-sugar, high-protein "Nai Pi Zi" products has attracted interest from 20 chain brands, indicating a trend towards healthier options [6] Cross-Industry Integration - The "Nai Pi Zi" brand is expanding beyond traditional dairy products, integrating with various food categories like baked goods and beverages, thus appealing to modern health-conscious consumers [6][7] - The development of "Nai Pi Zi" as a cultural and tourism product, including workshops for visitors, enhances its market presence and cultural significance [7] Challenges and Future Strategies - The industry faces challenges such as fluctuating raw material prices, with costs for "Nai Pi Zi" candy hawthorn rising from 10 yuan to 42 yuan per piece, highlighting supply chain vulnerabilities [8] - To sustain growth, companies are encouraged to innovate with localized products and maintain a focus on health-oriented offerings, ensuring a continuous refresh of consumer interest [8]