谁在像送鲜奶一样送奶粉？

Core Viewpoint - The article emphasizes the innovative "28 Days Fresh Purchase" service by Yili, which enhances the freshness of infant formula through a fully integrated digital ecosystem, from smart farms to intelligent factories and innovative distribution channels [1][24]. Group 1: Service Innovation - Yili has launched the "28 Days Fresh Purchase" service to ensure that the infant formula delivered to consumers is produced within 28 days, addressing consumer concerns about product freshness and expiration [2][3]. - The service is a response to increasing consumer demand for fresher products, reflecting a shift in focus from safety and traceability to absolute freshness, akin to fresh milk [7][8]. Group 2: Market Position - Yili has achieved significant milestones, becoming the market leader in infant formula sales and market share, with a retail market share of 18.1% in the first half of 2025 [3][22]. - The company is not only improving product quality but also redefining industry standards by positioning itself as a provider of comprehensive parenting services rather than just a seller of infant formula [23][24]. Group 3: Supply Chain and Production - The "28 Days Fresh Purchase" initiative necessitates a shift to a flexible production model, moving away from traditional large-batch production to high-frequency, small-batch production to meet freshness commitments [14][15]. - Yili has implemented an advanced planning and scheduling (APS) system to optimize production schedules and ensure the timely delivery of fresh products [15][18]. Group 4: Digital Transformation - The company has established a robust digital infrastructure that integrates data across the entire supply chain, enhancing operational efficiency and responsiveness to consumer needs [19][24]. - Yili's digital transformation includes the use of AI, IoT, and cloud computing to drive its operations, ensuring that the "28 Days Fresh Purchase" service is supported by a well-coordinated digital ecosystem [15][19]. Group 5: Consumer Engagement - Yili's membership service system acts as a responsive network that gathers consumer feedback and transforms it into actionable insights, enhancing customer experience and engagement [7][22]. - The company aims to provide a warm and supportive service experience for parents, positioning itself as a trusted partner in childcare rather than just a product supplier [22][24].