厚乳拿铁

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知名乳企“杀”入饮品界,掀起一场暗战
3 6 Ke· 2025-06-24 04:29
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]
一年卖十亿的“顶流网红”,要破产了?
凤凰网财经· 2025-06-13 14:27
以下文章来源于融中财经 ,作者吕敬之 融中财经 . 中国领先的股权投资与产业投资媒体平台。聚焦报道中国新经济发展和创新投资全产业链。通过全媒体资讯平台、品牌活动、研究服务、专家咨询、投资 顾问等业务,为政府、企业、投资机构提供一站式专业服务。 来源|融中财经 作者|吕敬之 编辑|吾人 在消费升级浪潮中崛起的网红雪糕品牌钟薛高,如今却走向了下坡路。 近日,天眼查显示,钟薛高旗下子公司钟茂(上海)食品科技有限公司被申请破产清算,原因是"不能清偿到期债务且明显缺乏清偿能力"。这家曾在 互联网营销和高端雪糕市场中风头无两的品牌,如今却因负面舆论、高价策略、线下渠道拓展失败以及平价产品策略失误等问题,逐渐失去了消费者 的信任和支持。 钟薛高的崛起曾是互联网 + 消费时代的典型案例,凭借高品质原料、独特口味和中式美学包装,它迅速占领了高端雪糕市场。然而, 2022 年"雪糕 烧不化""雪糕刺客"等负面事件,让其品牌形象和公信力受到严重冲击。此后,钟薛高试图通过拓展线下渠道和推出平价产品来挽回局面,但效果不 佳。 钟薛高的故事,不仅是网红品牌的兴衰缩影,也引发了我们对网红食品品牌如何实现可持续发展的深刻思考。 01 申请破 ...
一年卖十亿的“顶流网红”,要破产了?
3 6 Ke· 2025-06-13 06:25
Core Viewpoint - The popular ice cream brand Zhong Xue Gao, which rose during the consumption upgrade wave, is now facing decline due to bankruptcy of its subsidiary, negative public opinion, high pricing strategies, failed offline channel expansion, and unsuccessful low-priced product strategies [1][2][6]. Company Overview - Zhong Xue Gao was founded in March 2018, capitalizing on the rising demand for high-quality and personalized frozen desserts in China [3]. - The brand positioned itself as a high-end "Chinese ice cream" with a focus on high-quality ingredients and unique flavors [3][4]. Product Innovation - The brand utilized high-quality natural ingredients such as Belgian chocolate, Japanese matcha powder, and New Zealand milk, ensuring a premium taste experience [3]. - Innovative flavors like velvet cocoa and sea salt coconut were introduced to cater to diverse consumer preferences [3]. Marketing Strategy - Zhong Xue Gao effectively leveraged online sales channels, collaborating with platforms like Tmall and JD to reach a national audience [4][5]. - The brand utilized social media for targeted marketing, creating buzz and engaging young consumers through platforms like Weibo and Xiaohongshu [4][5]. Sales Performance - In 2020, Zhong Xue Gao achieved rapid sales growth, reaching over 1 billion yuan in revenue within six months and topping Tmall's ice cream sales during the Double Eleven shopping festival [5]. - By 2021, the company's revenue surged to 1 billion yuan [5]. Crisis and Challenges - In 2022, the brand faced significant backlash due to incidents like "ice cream that won't melt" and "ice cream assassin," damaging its reputation and consumer trust [6]. - The high pricing strategy, with ice cream priced between 13 to 22 yuan, limited market reach and led to declining sales post-controversy [6][7]. Bankruptcy of Subsidiary - Zhong Mao (Shanghai) Food Technology Co., Ltd., a subsidiary of Zhong Xue Gao, was recently filed for bankruptcy due to inability to repay debts [2]. - The bankruptcy application was initiated by Shanghai Andeli Langqing Food Trading Co., Ltd., citing the subsidiary's lack of repayment capability [2]. Future Considerations - The decline of Zhong Xue Gao raises questions about the sustainability of internet celebrity food brands and their ability to adapt to changing consumer demands and market conditions [1][8].
香飘飘:5月13日接受机构调研,前海开源、财通基金等多家机构参与
Sou Hu Cai Jing· 2025-05-15 15:17
证券之星消息,2025年5月15日香飘飘(603711)发布公告称公司于2025年5月13日接受机构调研,前海开 源、财通基金、天风证券参与。 具体内容如下: 问:公司奶茶新品的销售情况? 答:公司推出的"原叶现泡轻乳茶""原叶现泡奶茶"(黑糖珍珠/糯糯红豆)奶茶新品,开创"原叶现泡"奶茶 新品类。"原叶现泡"系列产品是在之前的"如鲜"燕麦奶茶的产品基础上,继续沿着品牌年轻化、品类健康 化方向进行升级的产品。 问:即饮业务的终端网店数量? 答:目前,即饮板块的终端网点数量约30万家,公司在短期内暂时不会追求门店数量的大幅增加,而是希 望对现有门店进行深耕。一方面,公司会根据冲泡业务和即饮业务的特点,分别筛选适配的经销商和终端 渠道资源;另一方面,公司会选取一些动销比较好的渠道和门店进行聚焦,集中投放资源和费用,通过产 品的生动化陈列,建立产品势能,营造热销氛围,以带动其他渠道和门店的销售。未来,随着公司即饮业 务系统性运营能力的提升,将会循序渐进地增加即饮终端网点的覆盖率。 问:公司今年即饮业务的渠道规划? 答:今年,公司将保持"稳中求进"的总基调,Meco果茶将重点围绕原点人群和原点渠道做精进,提升原 点人 ...