Core Viewpoint - The entry of "Moo Star" by "Raising a Cow" into the children's A2 milk market intensifies competition among established brands like Yili, Mengniu, and others, highlighting a growing trend in the children's milk segment [1][2]. Company Summary - "Moo Star" has launched three series of A2 children's milk products, targeting children aged 1 to 12 years, with prices ranging from 2 to 3 yuan per 100ml [1][3]. - The brand plans to utilize both online and offline channels, including major e-commerce platforms and supermarkets, to compete directly with leading dairy companies [2]. - The children's milk market has seen significant growth, with new product launches increasing by 15% in 2023, indicating a robust demand for children's dairy products [2]. Industry Summary - The children's milk market in China has expanded from 30 billion yuan in 2019 to 37.2 billion yuan in 2023, reflecting a steady growth trend [5]. - Despite a decline in the birth rate, the large population of children aged 0-12 years continues to provide substantial market potential, with 230.63 million children in the 0-14 age group as of 2023 [5]. - The competition in the children's milk sector is not solely based on price; factors such as product safety, quality, and nutritional needs are becoming increasingly important to consumers [6].

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].