中国人喝牛奶，究竟在“挑”什么？

Core Viewpoint - The Chinese dairy industry is experiencing a significant shift in consumer behavior, with a growing emphasis on product selection based on nutritional parameters and health benefits, akin to skincare product choices [2][5][7]. Industry Trends - By 2025, consumers are expected to become increasingly discerning, with diverse demands emerging, such as low-fat, high-protein options for fitness enthusiasts and sugar-free products for health-conscious individuals [5][9]. - The market is witnessing a decline in the share of ambient milk, which dropped nearly 3%, while low-temperature yogurt and milk have seen an increase of over 1% each, indicating a trend towards fresh dairy products [9]. Company Strategies - Dairy companies are focusing on structural upgrades to meet evolving consumer needs, moving from a "drink enough" mentality to a "drink the right" approach, emphasizing the need for products to demonstrate their value [11][19]. - Companies like Bright Dairy are developing a clear product matrix to cater to increasingly segmented consumer demands, launching products that address specific health needs such as sleep improvement and gut health [12][14]. Consumer Engagement - Bright Dairy has established a robust supply chain and cold chain logistics to ensure product freshness, which is crucial for meeting consumer expectations [19][21]. - The company has also engaged in experiential marketing by allowing consumers to visit dairy farms and understand the production process, thereby building trust and emotional connections with the brand [23][25]. Competitive Landscape - The competition in the dairy industry is shifting towards providing unique value propositions that resonate with consumer needs, as evidenced by the low per capita dairy consumption in China, which is significantly below global averages [18][19]. - The ultimate competition lies in winning consumer trust and loyalty, which requires long-term engagement and understanding of consumer preferences [26].