Core Insights - The children's milk market in China is experiencing significant growth, with the market size increasing from 30 billion yuan in 2019 to 37.2 billion yuan in 2023, and projected to exceed 46.96 billion yuan by 2027, reflecting a compound annual growth rate of 5.6% [1][3] - New generation parents, particularly those born in the 90s and 00s, are becoming the main consumer group, leading to a more scientific and refined approach to child-rearing, which is driving demand for specialized children's milk products [1][5] - Companies are increasingly focusing on product differentiation and specialization in children's milk, with brands like "Raising a Cow" launching new product lines specifically designed for children [1][3] Market Trends - The children's milk segment is evolving towards more professional and segmented products, with brands like Mengniu and Yili introducing specialized formulas targeting specific age groups and nutritional needs [3][4] - The market is seeing a variety of product types, including A2 milk, organic milk, and fortified options, catering to diverse consumer preferences and nutritional requirements [4][6] - The demand for high-quality, nutrient-rich milk is rising, with parents prioritizing products that support children's growth and development, such as those containing DHA and A2 beta-casein [2][5] Consumer Behavior - The new generation of parents is characterized by higher education levels and a strong focus on scientific parenting, leading to increased scrutiny of product ingredients and a preference for high-nutrition options [5][6] - Emotional value and social attributes are becoming important factors in purchasing decisions, with parents seeking products that offer engaging experiences and resonate with their children's interests [6] - The children's milk market remains relatively fragmented, presenting opportunities for smaller brands to carve out niches and differentiate themselves through unique offerings [6]

儿童牛奶赛道再添新选手。 南都湾财社记者留意到，近期"618"购物节已经开始，一众儿童牛奶在电商平台开启促销活动，价格比 平常更低，但不同品牌之间的儿童牛奶产品单价差别较大，从2元以下到6元左右，新老品牌混战，儿童 牛奶也在打"价格战"？ 认养一头牛入局儿童牛奶市场 与伊利、蒙牛等乳企同台竞争 据了解，此次"哞星人"发布的A2型儿童纯牛奶系列新品，包含A2型儿童纯牛奶、A2型有机儿童纯牛奶 以及A2型娟姗儿童纯牛奶3个系列，适合儿童年龄段为1岁-12岁。 值得注意的是，目前"哞星人"新品已于5月13日发售，每100ml牛奶价格为2元-3元。据品牌方介绍，认 养一头牛自有牧场的A2型有机儿童纯牛奶已通过了中欧有机双认证，A2型娟姗儿童纯牛奶乳蛋白含量 为4.0g/100ml。 在渠道上，认养一头牛表示，"哞星人"通过线上、线下渠道双发力的市场战略，会入驻天猫、京东、抖 音等平台，以及主流商超等线下渠道。意味着其将与伊利、蒙牛、光明等头部乳企在儿童牛奶这一细分 市场同台竞争。 早在2006年，伊利就推出了QQ星儿童成长牛奶，此后儿童牛奶市场持续扩容，并逐渐迎来更多选手。 2008年，蒙牛紧随其后也在推出未来星儿童 ...

Core Viewpoint - The company "Raising a Cow" has launched a new children's brand "Moo Star" focusing on A2 protein to tap into the growing children's milk market in China, which is projected to reach 469.6 billion yuan by 2027 with a compound annual growth rate of 5.6% [1][4]. Product Launch - "Moo Star" introduced three product lines: A2 children's pure milk, A2 organic children's pure milk, and A2 Juanshan children's pure milk, targeting children aged 1-12 years [2]. - The pricing strategy for "Moo Star" is set at 2-3 yuan per 100ml, which is considered reasonable to encourage good milk-drinking habits among consumers [2]. Supply Chain and Quality Control - The company emphasizes its full supply chain advantage by selecting only 7% of pure A2 cows from its own farms, with 1% raised under organic standards and 0.5% being Juanshan A2 cows [2]. - The A2 Juanshan children's pure milk contains 4.0g of protein per 100ml, and the A2 organic children's pure milk is certified by both Chinese and European organic standards [2]. Market Strategy - "Moo Star" employs a dual-channel strategy, selling products through major e-commerce platforms like Tmall, JD, and Douyin, as well as in mainstream supermarkets [2]. - The children's milk market is expected to evolve towards health, functionality, and reasonable pricing, with "Moo Star" positioned to meet these demands [4]. Research and Development - The nutritional value of A2 milk is recognized for its easier digestibility, making it suitable for children [3]. - The company has developed a complete A2 product line, including long-life milk, fresh milk, milk powder, and ice cream, since launching its first A2 product in 2020 [3]. Corporate Social Responsibility - In 2023, the company established the Zhejiang Calf Public Welfare Foundation to promote child-friendly farm research activities, reflecting its commitment to social responsibility [4].

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 ...