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Core Viewpoint - The article discusses the decline of Bright Dairy, once a leading player in China's dairy industry, highlighting its recent financial struggles and loss of market position to competitors like Mengniu and Yili [1][25]. Historical Context - Bright Dairy, founded in 1950, was a pioneer in the Chinese dairy market, introducing advanced cold chain logistics and achieving significant market share in the late 1990s [4][5][6]. - By 1999, Bright Dairy held a 33.35% market share in liquid milk and 12.35% in yogurt, ranking first nationally [5]. - The company went public in 2002, with revenues of 50.21 billion yuan, surpassing both Yili and Mengniu combined [6]. Recent Challenges - Bright Dairy has faced a continuous decline in revenue, with a drop from 292.1 billion yuan in 2021 to 242.8 billion yuan in 2024, marking a cumulative decrease of 16.9% [14]. - The company's net profit for 2024 was reported at 7.22 billion yuan, heavily influenced by non-recurring gains from land sales, indicating operational struggles [15]. - The core liquid milk segment saw a revenue decline of 9.47% in 2024, contributing to nearly 60% of total revenue, reflecting a lack of product diversification [16]. Market Position - As of 2021, the market share for Bright Dairy was only 8%, significantly trailing behind Yili and Mengniu, which held 38% and 27% respectively [13]. - Bright Dairy's sales in its home market of Shanghai fell by 5.39% in 2024, while external markets experienced a more severe decline of 14.73% [20]. Management and Strategy Issues - The company has experienced frequent leadership changes, with five CEO transitions in 14 years, leading to inconsistent marketing strategies [22]. - Bright Dairy's investment in New Zealand's Newlight has resulted in significant losses, further straining its financial position [23]. - Employee compensation has decreased, while executive pay has increased, raising concerns about management priorities [24]. Future Outlook - The company is under pressure to stabilize its market position and find new growth opportunities amidst fierce competition from established giants and regional brands [26].