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].