尼尔森IQ披露数据显示，在9月，乳品市场全渠道销售同比下滑16.8%，其中线下渠道销售同比下滑 21.3%。 乳业财报也能说明这一点。 三季度，伊利营收同比下滑1.70%至286.31亿元。同期，光明乳业（600597）液态奶收入同比下滑8.44% 至35.4亿元，三元乳业液态奶收入同比下滑4.42亿元至29.17亿元。 销售压力下，乳业价格战持续。 21世纪经济报道记者贺泓源、实习生韦怡琦 乳业需求持续收缩。 主要快消大类9月市场表现 | No.1 个人护理 | | | --- | --- | | 全渠道增速 | 11.4% | | 线下渠道增速 | -11.8% | | No. 3 母婴用品 | | | --- | --- | | 全渠道增速 | -1.6% | | 线下渠道增速 | -8.9% | 11月5日，21世纪经济报道记者在北京市场走访发现，袋装三元鲜牛奶原价2.9元，现价降至2.6元； 450ml瓶装鲜牛奶原价13元，现价仅需6.9元。 同期，悦鲜活鲜牛奶780ml2瓶促销装29.8元（单瓶14.9元），450ml装每瓶12.9元；蒙牛500g袋装的"一 斤鲜牛奶"每袋4.9元；良食记250g ...

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]