一盒5元牛奶被炒至48元！老字号风行卖爆单品，母公司越秀乳业百亿目标搁浅

Core Viewpoint - A new product named "Ginger Scallion White Cut Chicken Flavor Milk" has gained significant attention online, selling out quickly despite mixed reviews, highlighting both innovative marketing and the challenges faced by the company behind it, Fengxing Dairy [3][5][16]. Group 1: Product Launch and Market Response - The product was launched in mid-January with a limited release of 6,666 boxes, priced at approximately 5 yuan per 200ml box, and has since sold out both online and offline [4][5][17]. - Due to high demand and limited supply, resale prices on second-hand platforms have surged, with prices reaching nearly 10 times the original price, selling for up to 48 yuan per box [5][18]. - The product's unique flavor profile has sparked polarized reactions from consumers, with some praising its creativity while others criticize it as "dark cuisine" [4][17]. Group 2: Company Background and Market Challenges - Fengxing Dairy, established in 1865, is a long-standing dairy company in South China and is part of the Yuexiu Group, which has ambitious revenue goals for its dairy segment [7][20]. - The company faces intense competition from national giants like Yili and Mengniu, which are encroaching on local market share, as well as from other regional brands like Yantang and Chenguang [8][21]. - Fengxing Dairy's market share in the milk and flavored milk beverage sector was approximately 0.2% in 2023, indicating a significant challenge in maintaining competitiveness [21]. Group 3: Financial Performance and Strategic Goals - Yuexiu Dairy has set a target to achieve 10 billion yuan in revenue by 2025, but current sales figures indicate a substantial gap, with Fengxing Dairy's revenue around 10.09 billion yuan in 2023 and projected at 8 billion yuan for the first three quarters of 2024 [13][27]. - The company has been focusing on expanding its product line beyond traditional offerings, as evidenced by the launch of the new flavored milk, aiming to attract younger consumers and adapt to changing market demands [10][24]. - Despite plans for national expansion through acquisitions, the company faces limitations due to its concentrated supply chain in South China, which affects its ability to scale operations effectively [11][25].