对于高价的"消费刺客"，市场总会给出最直接的回应。 近日，号称"牛奶界爱马仕"的品牌"谢添地"被曝产品价格大幅下跌，此前其主打的产品售价12.8元一盒，明显高于金典、特仑苏等品牌， 今年其在原有产品线基础上推出的新款，最低价格已降至"3元档"。 这是2024年11月才高调走向市场的牛奶品牌，以源自"东北黑土地"，选用"全球仅有1%的娟姗牛"、"4.3g/100ml超高蛋白含量"为核心卖 点。母公司越秀辉山为了推广"谢添地"，曾集中投入大量资源，赞助综艺节目《声生不息》《妻子的浪漫旅行2025》，广告宣传一度声 势浩大。 然而仅上市一年时间，"谢添地"怎么就高端不动了？ 01 从"牛奶界爱马仕"到"3元档" 2024年12月上市之初，"谢添地"主打两款高端产品：4.3g黑土娟姗纯牛乳，每提128元，平均每瓶12.8元；黑土A2纯牛奶，每提78元，平 均每瓶7.8元。 图源谢添地天猫旗舰店 这一价位明显高于市场同类高端产品。金典、特仑苏类似规格的产品，一提售价在50元上下，即便联名限量款一般也不超过百元。 今年下半年，"谢添地"推出了平价产品，单瓶价格降至3元-4元区间。与初代产品相比，这些新品规格略有调整，蛋白 ...

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 - The brand's marketing strategy has been criticized for relying on outdated tactics of heavy spending and scarcity narratives without establishing genuine brand loyalty or value [14][15].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].

陈强，男，大学学历，工学学士学位，高级工程师。他自2021年10月至2025年5月任广州城投党委书 记、董事长。 官网简历显示，郑洪伟，男，汉族，江西南昌人。1977年4月生，研究生学历，工学博士学位，高级工 程师。 郑洪伟于2001年2月参加工作，曾任广州市建设委员会办公室主任科员、广州市政府办公厅秘书处副处 长、中共广州市委办公厅正处职秘书、广州珠江实业集团有限公司董事长、总经理、董事会秘书、副总 工程师副总经理、副董事长。现任广州市城市建设投资集团有限公司董事长、法定代表人。 据悉，郑洪伟被任命前，广州城投原董事长陈强已离任半年。 2025年6月，他被调任总资产超万亿元的广州越秀集团，担任党委书记、董事长。 乐居财经 王敏 11月28日，广州市城市建设投资集团有限公司（以下简称"广州城投"）发布公告，原董 事长陈强离任，新任董事长由郑洪伟接任。 广州城投成立于2008年12月10日，是经广州市人民政府授权从事城市基础设施投融资、建设、运营和管 理的大型国有企业。 最新业绩显示，2025年前三季度，广州城投实现营业收入289.03亿元，同比增长21.94%；净利润 为-16.88亿元，较上年同期由盈转亏。 ...