买蒙牛，不止在超市

Core Viewpoint - The article highlights how Mengniu Dairy has achieved a 13.4% increase in profit amidst a challenging consumer environment and low raw milk prices, showcasing its innovative strategies to navigate the industry downturn [2]. Product Innovation - Mengniu launched over 100 new products in the first half of 2025, addressing diverse consumer needs across various categories, including long-life milk, low-temperature yogurt, fresh milk, ice cream, functional milk, and infant formula [5][6]. - The company introduced 72 new products in the long-life milk segment to enhance basic nutrition and improve "quality-price ratio" [6]. - High-end fresh milk brand "Daily Fresh" incorporated self-developed HMO to cater to children’s nutritional needs, especially for lactose-intolerant consumers [6]. - The infant formula brand "Ruibaoen" utilized innovative MLCT technology to enhance DHA content by 48% and double absorption rates [10]. Channel Upgrade - Mengniu accelerated channel upgrades by restructuring its RTM model, integrating traditional and emerging channels, and enhancing online and offline synergy [13]. - The company launched customized products in membership stores and warehouse supermarkets, achieving significant sales, such as the "Cuan Yi Ru" early morning bucket becoming a bestseller [13]. - In the live-streaming e-commerce sector, Mengniu leveraged consumer attention through engaging content, leading to increased market share in various segments [15]. Sustainable Development - Mengniu's GREEN sustainable development strategy focuses on creating a low-carbon supply chain, establishing 37 green factories, and committing to "zero deforestation" [22]. - The company has maintained an AA rating in MSCI ESG for two consecutive years, demonstrating leadership in sustainable practices within the industry [22]. Financial Performance - In the first half of 2025, Mengniu reported revenues of 41.57 billion yuan and operating profits of 3.54 billion yuan, with a 46.2% increase in operating cash flow [2][10]. - The operating profit margin improved by 1.5 percentage points to 8.5% [2]. Brand Strategy - Mengniu's flagship brand "Te Long Su" maintained its market position by avoiding price wars and focusing on continuous innovation to sustain brand vitality [19]. - The brand's organic series experienced growth, particularly the newly launched "Sand Gold Set Sea Desert Organic Pure Milk," which has gained recognition among quality-conscious consumers [20].