Group 1 - The 27th Shanghai International Film Festival was successfully held from June 13 to June 22, with Bright Dairy as the official partner and designated dairy product provider, showcasing its Bright Youbei series through product innovation, scene interaction, and cultural resonance [1] - Bright Youbei created a "Protection Zone" at the red carpet event, themed "More Active Nutrition Protection," which attracted significant attention on social media, highlighting the brand's dual promotional focus on "fresh nutrition + star power" [2] - During the film festival, Bright Youbei engaged audiences with multiple surprises, including a "Scan to Win Points" interactive activity, allowing consumers to win movie tickets by purchasing specially marked products, and launched a custom product packaging inspired by film reels [2] Group 2 - Bright Youbei collaborated with Shanghai Daguangming Cinema to create a "City of Movies" themed cinema, featuring interactive elements such as stamping and photo opportunities, enhancing the viewing experience for audiences [3] - Since announcing a strategic partnership with the Shanghai International Film and Television Festival on May 22, Bright Dairy has integrated film-related elements into its products, enhancing the audience's appreciation of film art and creating memorable experiences [4] - The brand focused on "stronger protection" during the festival, leveraging product innovation to activate consumption scenarios and empower brand value through film culture IP, aiming to provide a dual experience of "nutrition + art" [4]

Core Viewpoint - New Dairy aims to maintain expansion amidst market fluctuations, focusing on revenue and profit growth, with a strategic plan to double net profit margin over five years [2][25]. Revenue and Profit Performance - In 2024, New Dairy reported revenue of 10.665 billion yuan, a year-on-year decline of 2.93%, primarily due to the exclusion of Chongqing New Niu Han Hong Industrial from consolidated revenue [4]. - Liquid milk revenue for New Dairy in 2024 was 9.836 billion yuan, showing a slight increase of 0.83% year-on-year [4]. - In Q1 2025, New Dairy's revenue grew by 0.42% to 2.625 billion yuan, with net profit increasing by 48.46% to 133 million yuan [5]. Market Trends and Competition - The overall dairy market is facing challenges, with Nielsen IQ reporting a 2.7% decline in dairy sales for 2024 [2]. - Major competitors like Yili and Mengniu are experiencing significant declines in liquid milk revenue, with Yili's liquid milk revenue dropping by 12.32% to 75.003 billion yuan in 2024 [2]. - The low-temperature fresh milk market remains relatively stable, with a 0.4% year-on-year growth in 2024, contrasting with a 7.5% decline in overall liquid milk sales [8][9]. Strategic Initiatives - New Dairy's growth is attributed to its focus on the low-temperature fresh milk segment, which has shown resilience and growth potential [8]. - The company has introduced a variety of products, including high-end fresh milk and low-temperature yogurt, with high-end fresh milk achieving double-digit growth in 2024 [16]. - New Dairy is expanding its distribution channels, including over 500 "24-hour fresh milk" stores and partnerships with major retailers like Sam's Club and Hema [17]. Future Directions - New Dairy is exploring new growth avenues, including expanding into the beverage market and enhancing its product offerings [22]. - The company is also considering international expansion, particularly in Southeast Asia, leveraging resources from New Hope Group [24].

21世纪经济报道记者贺泓源、实习生李晴 北京报道 "618"年中大促保持着规模。 星图数据显示，2025年"618"购物节综合电商销售总额达到8556亿元，同比增长15.2%。 但需看到，今年"618"大促时间进一步拉长。今年节点为5月13日-6月18日， 去年同期则为5月20日-6月18日。这可 能放大了今年"618"增长规模。 当然，"618"大促对于消费市场推动是明显的。 国家统计局披露数据显示，2025年5月，全国社会消费品零售总额41326亿元，同比增长6.4%。其中，除汽车以外的 消费品零售额37316亿元，同比增长7.0%。 以旧换新补贴叠加电商"618"大促是社零增长主要推动项。比如，在5月，家用电器和音像器材类销售额1166亿元， 同比增长53%；通讯器材类销售额871亿元，同比增长33%。 客观上，乳业并非"618"大促中的主角，而这个行业对于年中大促态度正在分化。 需要注意的是，伊利如此增势或许与折扣加码有关。 比如，在天猫平台上，250ml蒙牛旗下特仑苏纯牛奶价格为3.15元/盒，作为对比，同等规格的伊利旗下金典纯牛奶 价格已低至2.49元/盒。 在抖音平台上，伊利金典奶推出两人限时限 ...

Core Viewpoint - The collaboration between Bright Dairy and the Shanghai International Film Festival highlights the integration of dairy products with high-end cultural events, showcasing the brand's commitment to innovation and cultural resonance [2][16]. Group 1: Event Participation - Bright Dairy's flagship product, Bright Youbei, was prominently featured at the 27th Shanghai International Film Festival, emphasizing its "strong protective power" theme [2][5]. - The brand's protection zone at the red carpet event attracted significant attention, with numerous stars and creators stopping to take photos, making it a highlight of the opening night [5][10]. Group 2: Brand Engagement - Brand ambassador Wu Lei's presence at the event added a personal touch, as he shared nostalgic memories related to Bright Dairy, enhancing the emotional connection between the brand and the audience [7][15]. - Bright Youbei launched interactive activities during the festival, such as a "scan to win points" campaign, allowing consumers to win movie tickets, thereby enhancing consumer engagement [10][12]. Group 3: Product Innovation - The new Bright Youbei 5.0 product features 300mg/L of immunoglobulin and 5.0g/100ml of fresh milk protein, aligning with the festival's theme of "every frame is life" [10][16]. - The product's packaging was specially designed to reflect the film festival's spirit, incorporating elements of film and city landmarks, which further connects the product to the cultural event [10][12]. Group 4: Strategic Collaboration - Since announcing its strategic partnership with the Shanghai International Film and Television Festival on May 22, Bright Dairy has focused on merging the nutritional attributes of its products with the cultural value of film [15][16]. - The festival, running until June 22, serves as a platform for Bright Dairy to explore innovative models that link dairy products with cultural experiences, aiming to enhance brand value and consumer experience [16].

这是新消费智库第 2 6 4 5 期文章 新消费导读 1. MAIA ACTIVE 官宣虞书欣为品牌代言人 新消费 1. MAIA ACTIVE 官宣虞书欣为品牌代言人 MAIA ACTIVE 宣布演员、歌手虞书欣为品牌代言人。这是 MAIA ACTIVE 自 2023 年被安踏集团收购后，于品牌维度的重要进阶。 （ 锐品牌 ） 2. LILANZ 利郎海外首店于马来西亚启幕 LILANZ 利郎马来西亚云顶世界门店正式开业。这是利郎的海外首店，是利郎实施国际化策略的第一步，亦是利郎品牌出海的重要里程碑。 （ 消研所 ） 3. 吴磊成为光明优倍品牌代言人 2. LILANZ 利郎海外首店于马来西亚启幕 3. 吴磊成为光明优倍品牌代言人 4. 瑞幸将在全国落地 30 家巴西咖啡主题店 5. 乐堡啤酒全新音乐罐爆燃上市 6. 古麒绒材公开招股 7. 52TOYS 递表港交所 8. 美图与阿里达成 2.5 亿美元战略合作 9. 珠宝品牌 Palmonas 将完成 650 万美元 A 轮融资 10. 绝味食品长沙新设全资子公司 11. 阿迪达斯全球旗舰店落地上海安福路 12. 罗森中国目前覆盖 124 个城市 13. ...

5月22日，"循光成长 鲜启未来"光明乳业领鲜升级发布会在上海世界会客厅盛大启幕。世界会客厅作为 上海城市新地标，是展示城市形象的重要窗口,启用以来，举办过多场重磅活动，见证了上海与世界的 交流。光明乳业的领鲜升级发布会选址于此，也正是通过世界会客厅向全球发出中国乳业的声音——光 明乳业聚焦"循科研之光、焕生命营养、致领鲜未来"三大关键词，以守正创新绘就高质量发展蓝图，让 世界看见中国乳业的力量。发布会上，光明乳业启动领鲜成果发布，并官宣知名演员吴磊出任光明优倍 品牌代言人，以"鲜活营养+明星势能"双引擎，致力为消费者构建"更强保护力"的健康防线。 作为发布会的重磅环节，知名演员吴磊正式出任光明优倍品牌代言人。现场，由吴磊主演的三支光明优 倍最新广告宣传片全国首发，其阳光健康的形象与优倍"鲜活、创新"的品牌基因深度契合。对5岁便参 与拍摄光明乳业广告片的吴磊而言，此次再度回到光明乳业大家庭有种回家的亲切感。吴磊在现场表 示："牛奶是自己生活中必不可少的营养补充，之所以选择光明优倍，正是因为光明优倍的更高活性免 疫球蛋白能为工作、运动、健身中的自己提供更强保护力。" 光明乳业党委副书记、总裁贲敏现场为吴磊授予" ...

5月22日，"循光成长 鲜启未来"光明乳业（600597）股份有限公司（以下简称"光明乳业"）领鲜升级发 布会在上海世界会客厅启幕。 发布会现场，光明乳业与多家专业机构达成合作，升级科研生态圈，为消费者提供覆盖整个生命周期的 营养守护。 光明乳业供图 世界会客厅作为上海城市新地标，是展示城市形象的重要窗口，启用以来，举办过多场重磅活动，见证 了上海与世界的交流。光明乳业的领鲜升级发布会选址于此，正是通过世界会客厅向全球发出中国乳业 的声音——聚焦"循科研之光、焕生命营养、致领鲜未来"三大关键词，以守正创新绘就高质量发展蓝 图，让世界看见中国乳业的力量。 光明乳业党委书记、董事长黄黎明致辞时表示，作为百年乳企，光明乳业有担当、有责任引领行业开启 未来，将继续秉承匠心品质和创新精神，以益民为初心，为消费者打造更加健康、营养、安全的乳制 品，不断巩固品牌核心竞争力，矢志成为人民健康守护者和行业发展的引领者，让百年光明在新时代绽 放新的生机与活力。 鲜活升级 作为发布会的重磅环节，知名演员吴磊正式出任光明优倍品牌代言人。现场，由吴磊主演的三支光明优 倍最新广告宣传片全国首发，其阳光健康的形象与优倍"鲜活、创新"的品牌 ...

CRCINDEX 世研消费指南计系列榜单 品消费热浪指数榜 Vol 38 - | 部通 排名 | | 品类 | 指数 | | | --- | --- | --- | --- | --- | | 01 | 奶豆腐手撕奶酪 | 休閒食品 | 1.51 | NEW | | 02 | 云南版纳现摘妃子关荔枝4斤 | 主酵食品 | 1.28 | | | 03 | 光明优倍高品质鲜牛奶 | 主鲜食品 | 1.25 | NEW | | 04 | 老四川五香丰肉干 | 休闲食品 | 1.20 | NEW | | 05 | 蒙丰嚼拌食光酸奶 | 主酵食品 | 1.11 | NEW | | 06 | 宜品益安睡眠纯羊奶粉700g | 冲调议品 | 1.09 | ▲ 4 | | 07 | 雅培中老年营养品奶粉 | 冲滴次品 | 1.08 | NEW | | 08 | 三只松鼠唇目坚果750g/30包礼盒 | 休闲食品 | 1.04 | | | 09 | 三顿半 快次装速溶拿铁美式60颗 | 冲调议品 | 0.81 | | | 10 | 瑞幸咖啡元三里速溶冻干咖啡粉 | 冲调议品 | 0.74 | 7 4 | | | 元气森林O糖0 ...

5月15日下午，光明乳业（600597）召开了2024年业绩说明会，公司管理层就过去一年的经营业绩、面临的市场挑战以及未来发展战略与投资者进行深 入交流。 去年乳企的日子异常艰难，乳制品行业周期性矛盾加剧，业绩普遍承压。 光明乳业2024年实现营业收入242.8亿元，归母净利润为7.22亿元，完成了此前定下的利润目标。 分产品来看，光明去年液态奶业务营收141.66亿元，同比减少9.47%；其他乳制品77.91亿元，同比增长5.87%；牧业和其他板块合计实现约22亿元。 分地区来看，光明在国内市场营收有所下滑，但通过投资入股新西兰新莱特在境外实现了增长，为公司带来74.39亿元营收，占比超30%。 水芙蓉 摄 对于今年乳制品的行业形势研判，光明乳业党委书记、董事长黄黎明在业绩交流会上以"挑战与机遇并存"进行总结。 他指出，液态奶发展短期内受原奶价格波动、市场需求变化等影响，但长期向好的基本面没有改变。随着国家促增长和促消费政策的密集推行，消费者 健康意识的逐步提升，乳制品消费具有持续动能。 谈及今年的经营目标，光明乳业将争取实现营业总收入261.96亿元，归母净利润3.39亿元，净资产收益率大于3.48%。 ...

2025年5月13日，21世纪经济报道记者走访北京市场发现，鲜奶市场价格战进一步加剧。具体来看，在 物美超市，伊利金典高端鲜牛奶19.5一盒780ml，买一赠二；君乐宝悦鲜活19.9一盒1.25l，买一赠一； 蒙牛每日鲜语沙漠有机鲜牛奶24.9一瓶720ml，买一赠一。 在线上亦是类似态势。 21世纪经济报道记者贺泓源、实习生谭伊亭 报道 鲜奶市场价格战继续加剧。 在伊利抖音旗舰店，14瓶金典235ml金典鲜牛奶折后价仅为69.9元；同样在抖音渠道，10瓶光明优倍3.6 鲜奶（280ml）再额外送5个咖啡液价格仅为66.8元；8瓶君乐宝悦鲜活（260ml）售价仅为49.9元。 加剧的价格战背后是，各家均陷入销售压力。 在2024年，伊利液体乳收入750.03亿元，同比下滑12.32%。在2025年一季度，该公司液体乳收入196.40 亿元，同比下滑3.06%。 2024年，蒙牛液态奶收入730.7亿元，同比下滑10.6%。 2024年，主打鲜奶的光明乳业液态奶收入 141.7亿元，同比下滑9.5%。在2025年一季度，该公司液态奶 收入32.92亿元，同比下滑6.32%。2024年，同样主打鲜奶的三元股份液态 ...