每日鲜语：双位数增长！以 “七大标杆” 立高端鲜奶标准

Core Viewpoint - Mengniu Dairy (2319.HK) reported a strong performance in its 2025 interim results, with its fresh milk segment leading the industry with a growth rate of 22.3% and a market share increase of 2.4 percentage points [1]. Group 1: Brand Performance - The "Daily Fresh Language" brand, a core part of Mengniu's fresh milk business, has shown exceptional growth in both sales and brand recognition, with a brand strength increase of 2.1% year-on-year, outperforming major competitors [1]. - The brand ranks first in three key dimensions: social media comprehensive index, high-end fresh milk sales, and taste preference [1]. Group 2: Market Strategy - The fresh milk market has become increasingly competitive, with falling raw milk prices and temporary oversupply putting pressure on dairy brands. Mengniu's "Daily Fresh Language" maintains high-quality standards and leverages product innovation, IP creative marketing, and technological breakthroughs to build brand differentiation [12]. - The product matrix includes the 3.6 and 4.0 series fresh milk as the foundation, while also targeting family consumption with specialized products for mothers, children, and young professionals [14]. Group 3: Marketing Initiatives - In June 2025, "Daily Fresh Language" collaborated with the popular IP "The Lychee of Chang'an" for a comprehensive marketing campaign, achieving over 1.81 billion exposures and a 1900% increase in new audience assets [16]. - The brand also partnered with Shanghai Disneyland to launch a "Summer Colorful Bottle," enhancing consumer experience through innovative packaging and marketing strategies, resulting in over 3 billion product exposures [16]. Group 4: Technological Advancements - The brand's low-temperature fresh milk stabilization technology has been recognized as "internationally leading," and it has received multiple patents, enhancing the taste, nutrition, and preservation of its products [18][19]. - Mengniu has established a high standard for fresh milk quality, with its milk source exceeding EU standards for bacterial count and somatic cell count, ensuring world-class purity and health [22]. Group 5: Supply Chain and Efficiency - "Daily Fresh Language" has achieved 80% of its products being delivered on the same day they are produced, supported by a smart cold chain logistics system [24]. - The brand is expanding its presence in new retail channels and collaborating with leading brands in the tea and coffee sectors to broaden its consumer base [24]. Group 6: International Expansion - Since entering the Hong Kong market in March 2024, "Daily Fresh Language" has launched new products tailored to local consumer preferences, significantly enhancing its market presence [25]. - The new products are expected to cover over 1,000 retail outlets, supporting the brand's international strategy and sustainable growth [25]. Group 7: Industry Outlook - The Chinese fresh milk industry is entering a new growth cycle, with "Daily Fresh Language" positioned as a leader in high-end fresh milk, representing Chinese dairy on the international stage [30].