以下文章来源于沥金 ，作者沥金 沥金 . 数据驱动的消费创投智库，用深度内容和前沿洞察，助力企业成长，全网有近百万粉丝。 乳品赛道，一边业绩下滑，一边新品爆发。 原奶价格连续20多个月下滑，超过80%的乳企亏损，大环境的严寒挡不住乳企们的上新热情。 | 沥金 | | --- | | FINDING GOLD | | 品牌 | 新品名称 | 上新日期 | 价格 | 単价 (元) | 产品类型 | | --- | --- | --- | --- | --- | --- | | 플岛 | 饮用型希腊酸奶 | ５月19日 | 14.5元/210g | 69.0 | 低温奶 | | 简爱 | 父爱冻冻 | 6月15日 | 5.0元/60g | 83.3 | 低温奶 | | 认养一头 | 眸星人A2B-酪蛋 自儿童纯牛奶 | 5月14日 | 4.7元/200g | 23.5 | 常温奶 | | | 101亿生菌风味 | 5月26日 | 6.6元/200g | 33.0 | 低温奶 | | サ | 发酵乳 | | | | | | | 零乳糖牛奶 | 6月18日 | 4.6元/200g | 27.0 | 常温奶 | | 九峰 ...

当即时零售进入贴身肉搏战，朴朴超市2025年以「资本+业务+技术」三轮驱动的爆发式布局，正在重塑行业竞争格局！ 从重启港股IPO到开拓泉州新市场，从自有品牌销售额冲刺60亿到智能系统实现28分钟极速达 —— 这家区域龙头以全维度升级的硬核动作，持续巩固即 时零售赛道的领先地位。 在行业增速放缓与竞争加剧的双重压力下，朴朴以「区域深耕 + 效率革命」为核心战略的一系列组合拳，不仅是企业自身的突围路径，更成为观察即时 零售行业进化的重要样本。 资本层面：重启港股 IPO，冲刺资本市场 自 2022 年启动红筹架构搭建后，朴朴超市曾因市场环境变化暂缓 IPO 计划。不过，随着 2024 年实现年度盈利，营收达 300 亿元，毛利率 22.5%，2025 年朴朴再次向资本市场发起冲刺，计划递表港交所。目前，朴朴已与头部投行接触，正紧锣密鼓推进相关准备工作。若此次 IPO 成功，将为其带来雄厚 的资金支持，助力进一步拓展业务、提升品牌影响力。 业务拓展：开拓新市场，优化区域布局 朴朴超市在今年积极开拓新市场，同时不断优化区域布局。5月10日，朴朴在泉州丰泽区开设首店，同步上线 25 个前置仓，实现全城覆盖。首店开业首日 ...

尽管新品层出不穷，市场中销量稳定的依然是传统大单品。在零食量贩店和批发小店，价格多在5元左 右的冰淇淋最受欢迎，如芝麻脆皮和可乐冰，深受老少喜爱。乳业专家宋亮分析谈到，当前冰淇淋市场 整体竞争激烈，但价格战已不再是主要竞争手段，5元左右的产品成为市场主流。 东方IC 这与去年市场调整有关。2024年，头部乳企的冷饮业务均出现营收下滑。进入2025年，市场回暖迹象明 显，光明乳业等企业反馈销售趋势优于去年，头部乳企的冷饮业务下滑幅度也显著收窄。 来源：环球网 【环球网消费综合报道】进入六月中旬，随着气温攀升，冰淇淋市场正式进入销售旺季。2025年的市场 不仅新品频发，竞争态势也更为激烈，昔日头部外资品牌面临新挑战。 据哈根达斯母公司通用磨坊透露，其在中国市场的门店客流量持续下滑。这表明，面对中国市场日益多 元的新玩法和新需求，部分外资品牌出现"水土不服"。而本土乳企如蒙牛、伊利正寄望冰淇淋业务补充 业绩，和路雪则计划年内独立上市，各方都在这场夏日争夺战中全力备战。 今年各企业备战节奏明显提前。早在1月，北方尚有冰雪时，和路雪便宣布推出31款新品，创下历史新 高，比去年提前了两个月。同期，乳制品新锐"认养一头牛" ...

Core Insights - In the era of scarce attention in digital marketing, content is crucial for brands to establish deep connections with users [1] - A significant challenge arises as brands prioritize short-term ROI, leading to a reduction in brand management efforts [1] - Many brands treat content as a quick fix for traffic anxiety, resulting in fragmented content that disconnects from brand assets [1] Group 1: Brand Management Challenges - In 2023, 90% of CMOs from the top 100 global brands allocated 70% to 80% of their budgets to performance advertising, compromising brand building [1] - Brands are sacrificing brand tone for short-term traffic, leading to a cycle of "traffic frenzy—cognitive confusion—asset depletion" [8] - The case of Anmuxi illustrates the risks of prioritizing traffic over brand consistency, as their content strategy diluted their established brand image [3][6] Group 2: Successful Brand Strategies - Bawang Chaji views every traffic exposure as a building block for brand assets, ensuring that traffic serves brand interests [8] - Their strategy includes three dimensions: 1. Unified expression language to maintain brand tone across all content [8] 2. A dual approach of functionality and emotional storytelling to enhance both sales and brand identity [10] 3. A long-term perspective on content creation, avoiding reliance on viral hits [11] Group 3: Implementation Framework - Strategic level: Establish core assets and content guidelines to ensure all content aligns with brand values [14] - Tactical level: Design pathways for traffic conversion, from exposure to brand recognition [16] - Execution level: Ensure organizational alignment across departments to maintain consistent brand messaging [17] Group 4: Recommendations for Brand Managers - Brand managers should reassess their core asset lists, implement content tone review mechanisms, and set quarterly evaluation metrics for traffic-asset conversion [19]

新消费导读 1. 味全果汁官宣孟子义为代言人 2. The North Face 官宣李昀锐成为北面先锋探索代言人 3. 吾岛推出饮用型希腊酸奶 4. 陈香贵在德国柏林落地首家海外门店 5. 麦当劳将关闭饮品子品牌门店 6. Tern Travel 获得 1300 万美元 A 轮融资 7. 雀巢收购印度宠物食品 Drool s 少数股份 8. 牧原股份递交赴港上市申请 这是新消费智库第 2 6 4 6 期文章 1. 味全果汁官宣孟子义为代言人 9. SHEIN 计划登陆港交所 10. Cranswick 收购香肠制造商 Blakemans 11. UR 香港首家门店开业 12. 爱马仕首次进军耳机市场 13. 日本丘比开设在美第二家工厂 14. 爱彼迎宣布与环法达成合作 15. 抖音与 松鼠 Ai 智能老师达成战略合作 新消费 图片来源：腾讯公共图库 近 日 ，味全果汁官宣孟子义为代言人。据称，味全每日 100% 果蔬汁，用果汁的天然维生 素，为精神打 cal l ，收获每日份的"精 神维生素"。 （ 小食代 ） 2. The North Face 官宣李昀锐成为北面先锋探索代言人 The North Fac ...

以下文章来源于深氪新消费 ，作者沐九九 深氪新消费 . 深氪新消费成立于2016年，聚焦新经济，关注新消费、新零售等领域的商业进化。 来源 | 深氪新消费 预计阅读时间：8分钟 消费者 对性价比的关注，让更多零售巨头将经营重点放到"折扣"上， 国内零售渠道变革和折扣化 趋势不断加剧，并进一步衍生出价格内卷、商品同质化等问题。 而在美国，有这样一家超市，在20世纪70年代几乎面临同等难题，却靠着独特的经营战略，打造出超 强商品力，直到今天依旧在美国折扣超市类别中占据主导地位，深受当地人喜爱。 它就是乔氏超市， Trader Joe's，华人口中的"缺德舅"。 《财富》杂志曾披露， 乔氏超市的坪效为1750美元，几乎是Whole Foods Market（全食超市）的一 倍，同时赶超开市客、山姆、沃尔玛等一众零售巨头，是美国超市当之无愧的"坪效之王"。 在自传《坪效之王》中，乔氏超市创始人乔·库隆布详细介绍了关于乔氏超市的创业故事，里面提及的 采购、供应链、员工及运营门店等经营细节，或许能够给当下零售企业提供一些借鉴。 01 锁定高知人群 库隆布出生于1930年，大学毕业后在斯坦福校友巴德的帮助下进入猫头鹰药店工 ...

低温酸奶，在经历了5年低迷后迎来了回暖，其消费者数量从202 4年下半年开始同比持续 提升，并带动品类消费量和销售额的正向增长。这与带有健康属性加持的酸奶产品息息相 关。 如何能把握住这个健康赛道，让品类持续增长，成为各品牌需要进一步研究的课题。消费 者指数(Wo rl d p a n e l)认为可以 从三大健康差异化战略着手，深挖消费者之需，激活低温酸 奶的消费群体 。 益生菌、无糖、低脂等是在低温酸奶品类中主流的健康属性，其渗透率在持续增长。品牌 通常通过包装正面的文字标识传递产品属性，但随着消费者决策日趋理性，对单纯"健康宣 称"的信任度逐渐下降。2024年消费者指数《Wh o Ca r e s Who Doe s》研究显示， 46% 的 消费者"经常/总是会"查看食品成分表及营养成分，凸显对真实成分的关注。 今年3月国家卫健委与市场监督管理总局发布新规，明确禁止食品标识使用"零添加"等模 糊宣传用语，倒逼行业以具体成分含量和第三方权威认证与消费者建立信任。因此，在消 费者健康关注度与监管力度双提升的背景下，以 成分透明化+专业背书 替代营销话术，是 低温酸奶持续建立消费者信任的首要任务，也是切入健康 ...

以下文章来源于数英DIGITALING ，作者行业资讯 数英DIGITALING . 数英 DIGITALING 是一个广告市场营销服务平台。 消费行业还有爆品吗？ 空余的品类机会存在吗？ 新消费成为过去式的，肆意增长的年代已仿若梦中。曾经，一个定位、一个概念、一种生活方式，就能 让一个新品牌走上花路。现在，产品同质、营销堆砌、消费祛魅……即便重金研发的新品，品牌也不敢 轻言："信我，它一定爆。" 行业不再轻言爆品了，但总有下一个"销量王者"登上牌桌。 图片来源： pexels 以食品饮料行业为参照。 吾岛希腊酸奶 用一年卖出一个亿； 果子熟了 用一年实现2亿到4亿瓶销量的跃升； 白象 不走寻常路的香菜面火了； 麦当劳 的一句产品梗让薯饼翻红…… 5月8-10号，FBIF2025食品饮料创新论坛召开，数英也来到现场。 听完这些品牌开诚布公的分享，我们发现， 无论哪个赛道，总有品牌能凭借拿捏流行的产品力，把握 人群的创造力，赢得市场、引领消费。 回顾FBIF论坛精华，我们重点拆解9个值得关注的品牌案例。 下行时代，比爆品重要的，是回归用户价值的持续创新。 当下能做出爆款的品牌，都有什么样的产品力？ 另一方面，" ...

Core Insights - The dairy industry in China is facing challenges with a decline in revenue and profit, with 20 listed dairy companies reporting a total revenue of 292.5 billion yuan, down 7.7% year-on-year, and a net profit of 12.92 billion yuan, down 3.0% year-on-year [2] Group 1: Market Trends - The aging population in China is creating new growth opportunities in the dairy sector, with the number of people aged 60 and above surpassing 300 million by the end of 2024, and expected to reach 26.4% of the population by 2030 [6][5] - Dairy companies are focusing on functional, differentiated, and scenario-based products to regain consumer interest amid cross-category competition [4][10] Group 2: Strategic Approaches - Companies are advised to address both functional needs and emotional connections with elderly consumers, emphasizing the importance of product functionality and emotional value [7][8] - Major players like Yili and China Feihe are expanding their product lines to cater to the elderly demographic, with Yili's adult nutrition products for seniors accounting for 50% of its adult milk powder business [9] Group 3: Channel Evolution - The sales influence of large supermarkets is declining, while the importance of small and community supermarkets and convenience stores is increasing, with convenience stores meeting immediate consumer needs [14][17] - E-commerce is becoming a significant channel for dairy sales, with Yili reporting that over 50% of its adult milk powder sales are now through online platforms [17][18] - Companies like Mengniu are focusing on market penetration in rural and underdeveloped areas, highlighting the potential for growth in these segments [19]

Core Viewpoint - The company, founded by Wang Weijian in 1997, has focused on creating a niche brand in the yogurt market, emphasizing quality and consumer education over traditional sales strategies [1][3]. Group 1: Business Strategy - The company has invested a total of 420 million yuan in factory construction and production capacity over five years, leading to a top position in the domestic Greek yogurt market [2]. - The company prioritizes high-quality raw materials and innovative production processes, believing that true innovation comes from the supply chain [3][23]. - The company has maintained a focus on niche products, such as high-protein Greek yogurt, while also exploring new product lines like drinkable yogurt to cater to evolving consumer preferences [20][21]. Group 2: Consumer Engagement - The company targets a discerning consumer base that values quality and nutritional content, believing that these consumers are the "smartest" in calculating the cost-effectiveness of protein content [18][19]. - The company has adapted its packaging to include bilingual nutritional information to cater to foreign consumers, enhancing accessibility and understanding [3][4]. Group 3: Production and Technology - The company has achieved a significant increase in product shelf life from 28 days to 36 days through advanced technology and high cleanliness standards in production [5][6]. - The company emphasizes the importance of high-quality equipment and processes, investing in superior technology to ensure product safety and longevity [6][7]. Group 4: Market Position and Competition - The company faces competition from private label products but aims to differentiate itself through unique, high-quality offerings rather than competing on price [10][11]. - The company has a strategy of producing differentiated products while allowing for OEM production of basic items, thus maintaining its brand identity [10][11]. Group 5: Financial Outlook - The company has been operating at a loss due to high initial investments in equipment and production capacity but anticipates profitability as sales volume increases [23][26]. - The company has set ambitious sales targets for the year, aiming to double its sales volume, which is expected to lead to profitability [26].