三元失手“大本营”，新帅陈海峰双答卷“滑坡”

Core Viewpoint - The new leader of San Yuan Co., Chen Haifeng, has faced challenges since taking over in April, with disappointing financial results and a significant decline in market presence [2][6][16]. Financial Performance - In Q2, San Yuan reported revenue of 1.684 billion yuan, a year-on-year decline of 7.38%, while Q3 revenue was 1.54 billion yuan, down 0.82% [6][7]. - Total revenue for the first three quarters was 4.871 billion yuan, down 11.06% from 5.416 billion yuan in the same period last year [6][7]. - In comparison, competitor Guangming Dairy achieved a revenue of 18.231 billion yuan in the same timeframe, with a much smaller decline of 0.99% [6]. Market Presence and Competition - San Yuan's dealer network has shrunk significantly, with a 32.62% reduction in the number of dealers in its core market, now totaling 376 [6][13]. - The company has lost market share to larger competitors like Yili and Mengniu, which have expanded their presence in the North China market [6][11]. Product Issues - Consumer feedback indicates dissatisfaction with San Yuan's products, particularly regarding the taste of its milk, which has been described as "bland" [9][11]. - The launch of the "Good Night Milk" product has faced criticism over its effectiveness and the low content of melatonin compared to other supplements [4][11]. Management Challenges - San Yuan has experienced significant management turnover, with key positions changing frequently, which may hinder strategic consistency [15][16]. - Analysts suggest that the company's struggles are compounded by broader industry challenges, including a downturn in the dairy sector [15][16].