如此市场环境下，乳业巨头纷纷承压。 第三季度，伊利营收同比下滑1.70%至286.31亿元。在上半年，蒙牛营收同比下滑6.9%至415.67亿元。 21世纪经济报道记者 贺泓源 市场波动下，乳业市场迎来变局之年。 客观上，这一市场还在收缩。据欧睿数据，2024年我国液态奶行业规模为3442亿元，对应 2011-2021年 CAGR为7.2%。此后，液态奶行业需求阶段性承压，2022-2024年CAGR为-4.2%。尼尔森IQ数据显示， 在2025年9月，乳品全渠道销售额同比下滑16.8%。 落地到区域乳企，则是分化加剧。 三季度，光明乳业液态奶收入同比下滑8.44%至35.40亿元。三元股份液态奶收入同比下滑13%至9.24亿 元。新乳业、君乐宝却保持扩张。 整个市场都在调整期。 显然，伊利在市场起伏中相对稳住了身位。 在2025年前三季度，伊利营收同比增长1.71%至905.64亿元；归母净利润同比下滑4.07%至104.26亿元。 伊利营收下滑，主要受到液体乳市场波动影响。前三季度，伊利液体乳收入同比下滑4.49%至549.39亿 元，其中第三季度液体乳收入同比下滑8.83%至188.1亿元。 背后是，市 ...

光明乳业（600597）依旧有着走向全国的信心。 "守住"上海 在第三季度，光明乳业的区域分化进一步加剧。 好消息是，光明在大本营上海稳住了。财报显示，在三季度，光明乳业上海销售额同比增长2.58%至 17.1亿元。 11月28日，该公司公告称，拟以5亿元价格收购湖州福昕持有的小西牛40%股权，交易完成后小西牛将 成为其全资子公司。 公告显示，小西牛是西北地区一家专门从事乳制品研发、生产和销售，具有高原特色的股份制企业(非 上市)。该公司产品主要涵盖常温牛奶、常温酸奶、低温酸奶及乳饮料四大类。 显然，基于小西牛所在的西北市场需求相对有限，光明乳业收购小西牛是为了打开全国空间。公告称， 近三年，小西牛借助光明乳业在华东、华南地区的渠道资源，取得了华东地区销售拓展的显著成 效。"小西牛在青海及部分周边城市已建立起了成熟的渠道体系，在这些优势渠道中也存在着对于高端 产品的需求，可以嫁接光明乳业产品进行售卖。"光明称。 此外，光明乳业已经在宁夏布局了牧业资源，小西牛的产能尚有富余，且预留了产能扩建的土地，未来 可作为光明乳业在西部地区的乳制品加工厂，提升产能利用率和经济效益。光明乳业由此在西部可形成 产能新格局，支撑 ...

Core Insights - The dairy industry is experiencing a continuous decline in demand, with a 16.8% year-on-year drop in overall sales across all channels in September, and a 21.3% decline in offline sales [1][8]. Company Performance - In Q3, Yili's revenue decreased by 1.70% to 28.631 billion yuan, while Bright Dairy's liquid milk revenue fell by 8.44% to 3.54 billion yuan, and San Yuan Dairy's liquid milk revenue dropped by 4.42% to 2.917 billion yuan [1]. - Yili attributes the sales decline to weak macro consumption and abundant raw milk supply, leading to intense price competition within the industry [1]. Pricing Strategies - A price war is ongoing in the dairy sector, with significant price reductions observed in various milk products. For instance, the price of bagged San Yuan fresh milk dropped from 2.9 yuan to 2.6 yuan, and 450ml bottled fresh milk prices fell from 13 yuan to 6.9 yuan [1]. - Yili plans to maintain a balance in the market by introducing quality-price ratio products and providing support to channels to stimulate end-user sales, aiming to preserve the health of the industry ecosystem [3]. Inventory Management - Yili is implementing a light inventory management strategy to mitigate risks for distributors, who are also cautious in their stocking due to demand uncertainties, resulting in a continued decline in revenue from ambient liquid milk [2].

Group 1 - Mengniu's core high-end brand, Telunsu, has decided to reduce prices on some products, with the "Desert Organic Milk" dropping from 118 yuan to 99 yuan per box, a decrease of 16% [1] - Telunsu's annual sales have surpassed 30 billion yuan, indicating its significance to Mengniu's overall strategy [1] - In 2024, Mengniu's revenue was 88.6748 billion yuan, a year-on-year decline of 10.1%, with net profit dropping by 97.8% to 104.5 million yuan [2] Group 2 - The overall demand in the dairy industry is declining, with a 2.7% year-on-year drop in total sales in 2024 according to Nielsen IQ [3] - The Chinese dairy industry is facing significant pressure, with companies producing excess industrial milk powder leading to increased inventory and losses of 10,000 to 20,000 yuan per ton sold [3] - The dairy price war is intensifying, particularly affecting high-end milk sources like Telunsu, which are under greater pressure due to higher costs [4] Group 3 - Despite the price cuts, Telunsu is also focusing on product upgrades, recently launching a premium product priced at 188 yuan [5] - The effectiveness of these price reductions as a brand defense strategy remains uncertain [6]