以下文章来源于乳业在线 ，作者王莹 乳业在线 . 乳业数据分享，行业时事点评，深度分析报告。关注乳业在线，发现更多精彩！ 作者 ： 王莹 编辑： L ucine 外卖补贴大战频现 0 1 从今年 2月起，随着京东下场做外卖、阿里对外卖业务加码，美团激进防御，三家不断增长的外卖订单量不停刷新的背后，是消费者外卖热情 无限制地被点燃了。 某平台信息显示，在补贴高峰期的 7月12日，美团即时零售日订单量超过1.5亿，而"立秋日"当天的"第一杯奶茶"彻底将外卖补贴大战推向了 高潮！8月7日至9日，淘宝闪购日订单量连续突破1亿单，创下平台新高。两家通过各种名目的强力补贴，如"免费奶茶"、"0元购"、满18元 减18等如雪花漫天飞似的大促，不断刺激着消费者外卖回路神经。 直至进入如今的九月中、下旬，淘宝闪购仍在猛冲，与美团贴身此起彼伏，没有任何停下来的意思。 显然，随着外卖补贴大战的激烈程度而导致茶饮杯单价的持续下跌，对包装液奶的终端消费产生了明显的压制作用。 近两年，有意见认为现制茶饮的替代是包装液态奶承压的原因之一。 据行业内人士预计，即使没有外卖补贴大战，现制茶饮挤占乳品消费的比 例可能会达到 10%左右。 而今， ...

乳业股集体反弹，截至发稿，蒙牛乳业(02319)涨3.78%，报14.84港元；中国飞鹤(06186)涨3.36%，报4 港元；中国圣牧(01432)涨1.69%，报0.3港元。 财通证券（601108）指出，育儿补贴靴子落地，乳制品板块有望率先受益。华福证券指出，当前原奶价 格处于周期底部，9月12日行业原奶价格跌至3.03元/公斤，周环比持平，较周期高点累计下跌31%。原 奶亏损与现金流压力预计推动产能去化持续。随着产能去化传导至供给收缩，原奶价格周期有望后续企 稳回升。 消息面上，7月28日，国家育儿补贴制度实施方案公布，面向育儿家庭全国范围全面直接发放现金补 贴。从2025年1月1日起，每孩每年发放育儿补贴3600元，至其年满3周岁。9月18日，国家卫生健康委办 公厅、财政部办公厅印发关于育儿补贴制度管理规范(试行)的通知。 ...

消息面上，7月28日，国家育儿补贴制度实施方案公布，面向育儿家庭全国范围全面直接发放现金补 贴。从2025年1月1日起，每孩每年发放育儿补贴3600元，至其年满3周岁。9月18日，国家卫生健康委办 公厅、财政部办公厅印发关于育儿补贴制度管理规范（试行）的通知。 智通财经APP获悉，乳业股集体反弹，截至发稿，蒙牛乳业(02319)涨3.78%，报14.84港元；中国飞鹤 (06186)涨3.36%，报4港元；中国圣牧(01432)涨1.69%，报0.3港元。 财通证券指出，育儿补贴靴子落地，乳制品板块有望率先受益。华福证券指出，当前原奶价格处于周期 底部，9月12日行业原奶价格跌至3.03元/公斤，周环比持平，较周期高点累计下跌31%。原奶亏损与现 金流压力预计推动产能去化持续。随着产能去化传导至供给收缩，原奶价格周期有望后续企稳回升。 ...

Core Viewpoint - Bright Dairy is experiencing a decline in revenue and profit, particularly in its home market of Shanghai, amidst a broader contraction in the dairy industry [1][2][3]. Company Performance - In the first half of 2025, Bright Dairy's revenue decreased by 1.9% year-on-year to 12.47 billion yuan, while net profit attributable to shareholders fell by 22.5% to 220 million yuan [1]. - Revenue from liquid milk, other dairy products, and livestock products was 6.61 billion yuan, 4.45 billion yuan, and 520 million yuan, with year-on-year growth rates of -8.6%, +8.8%, and -13.8% respectively [1]. - Revenue breakdown by region shows that in Shanghai, revenue was 3.49 billion yuan (down 6.9%), in other regions 4.99 billion yuan (down 1.5%), and overseas 3.94 billion yuan (up 1.9%) [1]. Industry Context - The overall dairy market is facing a contraction, with Nielsen IQ reporting a 9.6% year-on-year decline in dairy product sales across all channels as of June 2025 [3]. - Major competitors like Mengniu and Yili also reported revenue declines, with Mengniu down 6.9% to 41.57 billion yuan and Yili's liquid milk revenue down 2.1% to 36.13 billion yuan [3]. Competitive Landscape - Bright Dairy is intensifying efforts to defend its market share in Shanghai by launching new products and enhancing existing ones to meet consumer demands [5]. - The company is also expanding its business-to-business (B2B) operations and improving its channel strategies, including online integration and traditional channel support [5]. - New Dairy, a competitor, reported a 3.01% revenue increase to 5.526 billion yuan in the first half of 2025, indicating a more proactive approach in its core markets [4]. Market Response - As of September 25, 2025, Bright Dairy's stock closed at 8.44 yuan per share, reflecting a slight decline of 0.35% [7].

21世纪经济报道记者贺泓源、实习生李音桦 光明乳业在大本营上海越来越被动了。 该公司财报显示，在2025年上半年，光明营收同比下滑1.9%至124.7亿元；归母净利润同比下滑22.5%至 2.2亿元。 其中，液态奶、其他乳制品、牧业产品的营收分别为66.1亿元、44.5亿元、5.2亿元，同比增速分别为下 滑8.6%、增长8.8%、下滑13.8%。 分地区看，上半年光明在上海、外地、境外区域营收分别为 34.9亿元、49.9亿元、39.4 亿元，同比增速 分别为下滑6.9%、下滑1.5%、增长1.9% 。 甚至，光明在上海的营收下滑幅度大于其总体营收下滑幅度。 背后是，乳业需求整体性收缩。 尼尔森IQ数据披露显示，在2025年6月，乳品全渠道销售额同比下滑9.6%。具体到乳业巨头，在上半 年，蒙牛营收同比下滑6.9%至 415.7亿元；伊利关键的液体乳收入同比下滑2.1%至361.3亿元。 回到巨头必争之地的上海，伊利、蒙牛乃至新乳业，都投入颇多。比如，在2024年，新乳业靠着"唯 品"等品牌，在华东区域营收同比增长1.52%至30.66亿元。 作为对比，新乳业在大本营成都就要主动得多。据21世纪经济报道记者了 ...

Core Viewpoint - The company aims to achieve high-quality development in its liquid milk business by focusing on a strategy of "quantity and profit coexist, with profit as the priority" for the second half of the year, implementing six key measures to overcome market challenges and enhance operational efficiency [1][9]. Group 1: Performance Review - In the first half of the year, the company faced challenges such as slowing growth in the domestic liquid milk market and differentiated consumer demand, but achieved some progress in optimizing product structure and enhancing terminal sales [3]. - Despite the sales expansion, profit growth lagged, and there were issues with uneven regional market development and the need for improved channel collaboration [3]. Group 2: Strategic Focus - The company will implement six key actions to drive its strategy of "quantity and profit coexist, with profit as the priority" [1][9]. 1. **Dynamic Balance Model**: Establish a "sales-profit" dynamic balance model, focusing on high-margin products like low-temperature fresh milk and organic pure milk, aiming for these products to account for over 40% of sales [3]. 2. **Channel Ecosystem**: Deepen strategic cooperation with distributors through initiatives like the "Thousand Merchant Empowerment Plan" and expand new channels such as community group buying and live e-commerce [4]. 3. **Service Enhancement**: Implement a "72-hour response mechanism" to improve service efficiency for distributors, aiming for a 30% increase in order processing and delivery speed [5]. 4. **Targeted Marketing**: Execute "one product, one strategy" marketing campaigns, including health education live streams and in-store tasting events to boost repurchase rates [6]. 5. **Profit-Oriented Management**: Implement a comprehensive management system that links marketing expenses to sales effectiveness, ensuring a focus on profit generation [7]. 6. **Integrity in Operations**: Strengthen discipline and compliance through initiatives like "Integrity in Operations Education Month" and establish roles for monitoring compliance [8]. Group 3: Mobilization and Commitment - The company has mobilized its workforce to focus on profit-driven products and has set specific tasks for channel expansion, brand promotion, and supply chain optimization [9]. - The management has called for a strong commitment to transforming strategic plans into practical results, aiming to elevate the company from a regional leader to a national benchmark in the liquid milk industry [9].

一杯醇香浓郁的鲜奶，一位家喻户晓的影帝，一场跨越时空的再度携手，正悄然唤醒北京城的味觉记 忆。 2025年9月20日，北京三元食品股份有限公司（以下简称"三元食品"）以一场"双官宣"再度亮相乳品市 场：旗下新品"三元北京鲜牛奶"正式宣告上市，并宣布由著名演员葛优担任三元品牌代言人。这两大重 磅动作，不仅呈现出三元食品在产品端和品牌端的双重发力，更彰显了三元食品在新领导团队带领下， 一场由内而外的全面变革就此展开。 双料官宣引发集体关注 "老友重逢"筑牢文化链接 在消费需求多元化趋势深入、市场竞争愈发激烈的当下，作为深耕乳业多年的老字号国有企业，三元食 品始终将对品质的坚守放在首位。此次推出新品"三元北京鲜牛奶"，并与葛优二次携手，不仅是一次精 准的品牌发声，更展现出三元在传承中创新、在创新中发展的新姿态。 在品牌代言人的选择上，三元食品选择了在品牌精神层面与三元品牌深度契合的葛优老师。作为在北京 成长、深谙京味文化的艺术家，葛优的形象早已超越荧幕角色，成为"北京精神"的一种象征。他自然流 露的真诚、质朴，以及充满智慧的幽默，不仅广受大众喜爱，更承载着诸多国人的共同记忆。这种"国 民级信任度"与"地域文化认同" ...

Core Points - The fifth China Quality Award was announced on September 16, with Inner Mongolia Yili Industrial Group Co., Ltd. winning a nomination award for its "self-prevention three-line zero" quality management model, showcasing the company's commitment to quality and the advancement of China's dairy industry [3][5][10] - The award highlights Yili's competitive edge in quality management and innovation, placing it alongside major players in high-end manufacturing and energy sectors [4][5] - Yili has consistently received nominations for three consecutive awards, demonstrating its sustained leadership in quality management [5] Group 1: Quality Management and Innovation - Yili's commitment to quality is reflected in its advanced technology and management practices at its ecological smart pastures, which utilize high-tech equipment for optimal dairy production [6][10] - The company emphasizes a culture of quality, where every employee is seen as a creator of quality, ensuring that quality awareness permeates all levels of the organization [8][9] - Yili has established a comprehensive quality management system, including the introduction of the "three-line" standard and the QbD (Quality by Design) control system, which enhances product quality [9][10] Group 2: Industry Recognition and Achievements - Yili has received multiple quality awards, including the Asia Quality Excellence Award and the China Quality Award nomination, establishing itself as a leader in the dairy industry [10][12] - The company has achieved significant improvements in milk quality, with its bacterial count consistently below EU standards, marking a milestone in the industry [11] - Yili's innovative practices and commitment to quality have positioned it as a global leader, with products exported to over 60 countries and regions [10][15] Group 3: Future Outlook and Commitment - Yili aims to continue driving high-quality development in the dairy industry, leveraging its quality culture and innovative capabilities to enhance its competitive edge [15] - The company is focused on building a sustainable future for the dairy industry, emphasizing the importance of quality as a core value and commitment to consumers [7][15]

北京大学公共卫生学院教授许雅君系统阐述了乳品的健康摄入对改善糖脂代谢、肥胖、糖尿病等的辅助 效应。中国农业科学院农产品加工所研究员、首席科学家逄晓阳针对乳品深加工行业痛点，分享了乳蛋 白和乳脂肪的深加工和分离技术的相关成果。 针对行业科学用糖指导空白等问题，论坛发布《科学用糖白皮书》，提出乳品行业"减糖不减味"技术路 径。 围绕酸奶品质升级，论坛发布《中国酸奶营养白皮书》，明确酸奶分类、营养构成及健康价值，梳理行 业标准演进并给出行动建议。在此基础上，蒙牛提出"5A好酸奶标准"，5A好酸奶标准体系涵盖五大核 心维度，分别是优质奶源、专利菌种、优质营养、严选食材和卓越品质。 江南大学教授王兴国表示，母乳ARA对胎儿神经发育、血管功能调节等意义重大，高sn-2位ARA可显著 提升生物利用率，推动配方奶粉从总量达标迈向结构仿生。 围绕母乳低聚糖（HMO），蒙牛奶粉事业部研发管理中心负责人刘正冬分享了HMO"端到端全产业链 技术"。该技术实现全流程自主化，填补国内空白，打破技术垄断，已应用于瑞哺恩系列产品。 蒙牛集团全球研发创新中心临床与功能研究负责人逄金柱针对全龄人群骨关节肌健康给出"蒙牛方案"， 提出通过人群营养 ...

作为区域市场乳业标杆，三元选择的路径是：将老字号打造为北京文化符号与品质生活的代表。当鲜奶 不仅仅是营养品，更成为一种地域认同与新鲜生活方式的载体，三元正以"守正创新"为策略，讲述一个 关乎时间、信任与城市记忆的新故事。 从"喝奶"到"喝好奶"，三元的品牌焕新与产品升级 近年来，国内乳制品消费总量增长逐步见顶，行业整体进入存量竞争阶段。区域乳企若要与全国性乳企 抗衡，必须在研发、资金、品牌及成本控制等多方面构筑综合能力。 随着市场日趋饱和，消费者对乳制品品质的要求迅速提升——从"喝奶"转向"喝好奶"，低温鲜奶正在成 为主流选择。《2024中国鲜活牛奶白皮书》显示，低温鲜奶全国渗透率已从2018年3月的28%上升至 2024年3月的39%。另据《数字100北京市场低温鲜奶专项调研》，在影响购买决策的四大因素（新鲜、 营养、安全、品质）中，60.9%的消费者将"新鲜程度"视为核心。 然而，真正能实现"当天生产、当天上市"的本地鲜奶品牌，在北京市场仍属稀缺。三元借此契机，于9 月20日正式推出焕新升级的"三元北京鲜牛奶"。新包装延续经典红色基调，强化"北京"地域标识，并在 设计中融入了城市建筑轮廓，增强货架识别度与 ...