“牛奶爱马仕”，高端泡沫破了

Core Viewpoint - The article discusses the rapid decline in the pricing and market performance of the high-end milk brand "谢添地," which was initially marketed as the "Hermès of milk" but has now introduced products at significantly lower price points, indicating a failure to establish a sustainable premium brand identity in a competitive market [1][2][12]. Group 1: Pricing Strategy and Market Response - "谢添地" launched with high-end products priced at 128 yuan per case (12.8 yuan per bottle) and 78 yuan per case (7.8 yuan per bottle), which were significantly higher than competitors like 金典 and 特仑苏 [2][4]. - By the second half of the year, "谢添地" introduced lower-priced products, with single bottle prices dropping to the 3-4 yuan range, and some products being sold for as low as 3.3 yuan in physical stores [4][5]. - The initial high-end products have also seen price reductions, with discounts leading to prices as low as 4.47 yuan per bottle, indicating a significant shift in pricing strategy [5][6]. Group 2: Brand Positioning and Market Challenges - The brand was developed with the intention of replicating the success of "特仑苏," led by key figure 白瑛, who previously helped establish the latter brand [7][12]. - Despite heavy marketing investments, including sponsorship of popular TV shows, "谢添地" faced skepticism from consumers regarding its high pricing and perceived value [12][14]. - The brand's attempt to position itself as a premium product has been challenged by the saturated market, where the top five companies dominate 91% of the market share, making it difficult for new entrants to gain traction [12][15]. Group 3: Consumer Perception and Market Dynamics - "谢添地" struggles to justify its premium pricing to consumers, who question the necessity of high-end milk products, especially when basic milk meets their nutritional needs [15]. - The brand's marketing strategy has been criticized for relying on outdated tactics of heavy spending and scarcity narratives without establishing genuine brand loyalty or value [14][15]. - The differentiation claimed by "谢添地," such as its use of "娟姗牛" and A2 milk, is not unique, as similar products are offered by established brands like 伊利 and 光明, undermining its premium positioning [14][15].