Core Insights - The article discusses the recent trend of dairy companies, including Ningxia Saishang Dairy Co., Ltd., entering the ready-to-drink beverage market by opening physical stores, with a focus on fresh milk and yogurt products [1][7][13] Group 1: Company Initiatives - Ningxia Saishang Dairy's subsidiary, Jinhai Technology, launched its first store "Shanxia You Niu," selling fresh milk, yogurt, and other dairy products at an average price of under 20 yuan [1][4] - Other dairy companies like San Yuan Foods and Wandashan Dairy have also expanded into the downstream beverage market, indicating a broader industry trend [1][13] - The store emphasizes the use of local Ningxia milk, branding itself around regional identity to attract customers [1][3] Group 2: Product Offerings - "Shanxia You Niu" offers a variety of products, including fresh milk, yogurt, and smoothies, with prices ranging from 10 to 30 yuan, positioning itself in the mid-range market [4][6] - The fresh milk is priced competitively, with small and large bottles costing 5.9 yuan and 9.9 yuan respectively, aligning with market standards [6][9] - The product lineup combines the strengths of Jinhai Technology's yogurt and Saishang Dairy's thick milk products, creating a diverse product matrix [9][10] Group 3: Market Context - The dairy industry has faced challenges such as declining consumer demand and falling prices, prompting companies to seek new growth avenues [9][10] - The average price of fresh milk in major producing provinces has dropped by 11.3% year-on-year, indicating a need for innovation and adaptation within the industry [9][10] - The establishment of direct-to-consumer stores allows dairy companies to create product experience centers, enhancing their supply chain visibility to potential B2B clients [10][12] Group 4: Industry Trends - Many dairy companies are exploring the opening of physical stores, with examples including San Yuan Foods and Tianrun Dairy, which have launched their own beverage brands [13][15] - Collaborations with established beverage brands, such as the partnership between Junlebao and Mixue Ice City, are also common strategies to strengthen market presence [15] - The competitive landscape of the ready-to-drink beverage sector is intense, making it challenging for new entrants to secure a significant market share [15][16]