又一“刺客”倒下，背后公司曾一天亏300亿，市值蒸发90%

Core Viewpoint - The high-end milk brand "Xietiandi" has experienced a significant price drop, indicating challenges in maintaining its premium positioning in a saturated market [5][12]. Brand Overview - "Xietiandi" was launched in November 2024 by "Yuexiu Huishan," which was formed after Guangzhou Yuexiu Group acquired Liaoning Huishan Dairy. The brand aims to replicate the success of "Telunsu," a premium product from Mengniu [5][14]. - The brand's marketing strategy included high-profile sponsorships of popular shows and a strong online presence, targeting rapid growth through e-commerce platforms [7][11]. Market Positioning - Initially, "Xietiandi" positioned itself as a high-end product with prices significantly above competitors, such as 128 yuan for its "Heitu Juan Shan Pure Milk," compared to around 50 yuan for similar products from established brands [9]. - The brand emphasized unique selling points like "global 1% Juan Shan cows" and high protein content, but these features were not exclusive, leading to challenges in differentiation [18][22]. Pricing Strategy - By late 2025, "Xietiandi" began to lower prices and introduce more affordable products, with its new "Heitu Organic Pure Milk" priced at 3.3 yuan per box, indicating a shift towards a volume-driven strategy [12][22]. Company Background - "Yuexiu Huishan" has a strong legacy, being the largest liquid milk producer in Northeast China before facing a major financial crisis in 2016. The company aims to achieve 10 billion yuan in revenue by 2025 [14][16]. - The current general manager, Bai Ying, has a history with Mengniu and is seen as a key player in the brand's strategy [16]. Challenges and Lessons - The rapid decline of "Xietiandi" highlights the difficulties new brands face in a saturated market, where established players dominate and consumer loyalty is hard to achieve [18][22]. - The experience serves as a cautionary tale for new brands, emphasizing that marketing alone cannot compensate for a lack of core product value and differentiation [22].