9月25日，2025年《财富》世界500强峰会在广州举行，美赞臣中国CEO肖婧婧受邀出席MPW（Most Powerful Women）早餐会。本次峰会聚焦"寻找真实的增量"的核心议题，汇聚全球跨国企业与中国本土 领军企业代表，共同探讨企业如何从规模扩张转向价值深耕。肖婧婧在会议上分享了母婴行业在复杂市 场周期下的增长之道，提出洞悉消费者的真实需求，以科学实证驱动产品创新，实现母婴行业"真实增 量"的观点，为行业提供了思考范式。 当前，全球经济面临人工智能崛起、人口老龄化等多重变革力量，母婴行业更是遭遇生育率波动、消费 理性化等挑战。肖婧婧提出，"真实增量"的核心在于洞悉消费者的真实需求。美赞臣的理念始终是"给 宝宝一生更好的开始"，这也是妈妈们始终不变的愿望。美赞臣不断通过科研投入和研究，将母乳作为 最高标准的研究对象，将婴配粉的营养功能尽可能的贴近宝宝天生需求。美赞臣始终以科学实证驱动配 方创新，满足消费者的真实需求。1959年，美赞臣就研发出第一款按原乳营养组成研制的婴儿配方奶 粉；2000年，美赞臣推出第一款添加达临床验证有效水平DHA和ARA的配方奶粉；2016年，美赞臣推 出第一款富含乳铁蛋白和乳 ...

Investment Rating - The investment rating for the company is maintained as "Buy" [8] Core Views - The company experienced a revenue decline of 9.4% year-on-year in the first half of 2025, with total revenue reaching 9.15 billion yuan and a net profit of 1.03 billion yuan, down 46% [1][2] - The decline in revenue is attributed to competitive pressures in the industry, consumer subsidies for childbirth, and inventory reduction efforts [2] - The gross margin decreased to 61.6%, down 6.3 percentage points, primarily due to an increased proportion of sales from raw milk products [3] - The company has a strong commitment to shareholder returns, distributing a mid-term dividend of 1 billion yuan, representing a 100% payout ratio [4] Financial Summary - Revenue projections for 2025-2027 are 19.04 billion, 19.99 billion, and 20.83 billion yuan, with year-on-year changes of -8.2%, +5.0%, and +4.2% respectively [5] - The forecasted net profit for the same period is 2.31 billion, 2.60 billion, and 2.98 billion yuan, with year-on-year changes of -35.4%, +13.0%, and +14.6% respectively [5] - The company’s earnings per share (EPS) for 2025 is projected at 0.25 yuan, with a price-to-earnings (P/E) ratio of 15.71 [7]

Core Insights - The report highlights that Yili Group (伊利股份) is diversifying its business, showing resilience in operations, and has been given a "Buy" rating for the first time [1] Financial Performance - In the first half of 2025, the company achieved revenue of 61.933 billion yuan, a year-on-year increase of 3.37%, with a net profit attributable to shareholders of 7.2 billion yuan, down 4.39% year-on-year. The non-recurring net profit attributable to shareholders was 7.016 billion yuan, up 31.78% year-on-year, indicating improved core business profitability [1] - For Q2 alone, the company reported revenue of 28.915 billion yuan, a year-on-year increase of 5.77%, and a net profit attributable to shareholders of 2.326 billion yuan, up 44.65% year-on-year [1] Business Segments - The company’s revenue from liquid milk, milk powder, and cold drinks for the first half of the year was 36.126 billion yuan, 16.578 billion yuan, and 8.229 billion yuan, respectively, with year-on-year changes of -2.1%, +14.3%, and +12.4%. The milk powder and cold drink segments were the main drivers of revenue growth [2] - In Q2, the revenue from liquid milk, milk powder, and cold drinks was 16.485 billion yuan, 7.765 billion yuan, and 4.124 billion yuan, with year-on-year changes of -0.8%, +9.7%, and +38% respectively [2] Profitability and Cost Management - The gross profit margin for Q2 improved by 0.61 percentage points year-on-year to 34.19%, indicating enhanced profitability. The company managed to control its overall expense ratios effectively, leading to a non-recurring net profit margin of 8.3% for Q2, an increase of 2.41 percentage points year-on-year [3] - Inventory impairment losses were approximately 316 million yuan in the first half, significantly reduced from 480 million yuan in the same period last year, primarily due to decreased impairment losses on spray powder [3] Future Outlook - The company is projected to achieve net profits of 11.1 billion yuan, 12.2 billion yuan, and 13.25 billion yuan for 2025, 2026, and 2027, respectively, with year-on-year growth rates of 31.22%, 10.01%, and 8.62% [4] - The current stock price corresponds to price-to-earnings ratios of 16, 15, and 13 for the years 2025, 2026, and 2027 [4]

Market Recovery - The milk powder business has shown significant signs of recovery, contrasting with the ongoing pressure in the liquid milk market [1][2] - In the first half of 2025, Yili's milk powder and dairy products achieved revenue of 16.578 billion yuan, a year-on-year increase of 14.26% [2] - Aoyou, a subsidiary of Yili, reported a revenue increase of 5.6% to 3.887 billion yuan and a net profit increase of 24.1% to 181 million yuan [2] - Mengniu's milk powder business also saw a slight revenue increase to 1.6756 billion yuan, up from 1.6353 billion yuan, with its share of total revenue rising from 3.7% to 4.0% [2] External Brand Performance - Foreign brands like a2 Milk Company reported a revenue increase of 13.5% to 1.902 billion NZD, with a 13.9% increase in revenue from China and other Asian regions [3] - FrieslandCampina's professional nutrition business in China grew by 18.1%, with operating profit surging by 61% [3] - The overall performance of foreign brands has outpaced domestic brands, leading to a decline in market share for domestic companies [3] Policy Support - The implementation of a child-rearing subsidy program starting January 1, 2025, is expected to boost consumer spending on infant formula [4] - The subsidy is set at 3,600 yuan per child per year, which may enhance disposable income and drive demand for mid-to-high-end products [4] Industry Dynamics - The infant formula market, despite being valued in the hundreds of billions, has faced growth challenges due to declining birth rates [5] - The market began to stabilize in 2024, with a slight increase in newborn numbers and the completion of the transition to new national standards [5][6] - Companies that implemented inventory and price control strategies have generally seen revenue and profit growth, while those engaging in price wars face operational difficulties [6] Strategic Moves - a2 Milk Company announced the acquisition of Mengniu's subsidiary, Yashili New Zealand Dairy Company, for approximately 282 million NZD to enhance production capacity [6][7] - This acquisition reflects different strategic considerations between domestic and foreign companies, with Mengniu focusing on optimizing its production capacity [6][7] - The industry is shifting towards a "whole family nutrition" approach, expanding beyond infant formula to include products for adults and seniors [7] - Aoyou's nutrition business revenue grew by 7.0%, and a2 Milk reported a 33.1% increase in revenue from its whole family nutrition products in Asia [7]

Core Viewpoint - The infant formula industry leader, Feihe, is facing significant challenges with a projected profit decline in the first half of 2025 and only low single-digit revenue growth for the entire year, attributed to multiple factors beyond just declining birth rates [1][3]. Group 1: Market Dynamics - Feihe has launched a 1.2 billion yuan subsidy plan to stimulate demand among new parents, which has led to a price war as competitors like Yili and Junlebao also introduced substantial subsidy plans [1][4]. - The overall market for infant formula has shrunk from 157.2 billion yuan in 2023 to 142 billion yuan in 2024 due to declining birth rates, with the number of newborns in 2024 at 9.54 million [1][3]. Group 2: Financial and Operational Challenges - Feihe's inventory has increased from 1.284 billion yuan at the end of 2020 to 2.154 billion yuan at the end of 2024, with inventory turnover days extending from 69 to 114 days, indicating significant inventory pressure [6]. - The reduction in government subsidies, which fell from 973 million yuan in 2023 to 664 million yuan in 2024, has further impacted Feihe's profitability [6][9]. Group 3: Brand and Consumer Perception - Feihe's premium pricing strategy is misaligned with current consumer preferences, as the majority of the market favors products priced between 200-299 yuan, while Feihe's main products are priced between 350-450 yuan [7]. - Despite heavy marketing expenditures amounting to 7.18 billion yuan in 2024, which is 35% of revenue, the effectiveness of these marketing efforts is diminishing, leading to a decline in brand trust due to quality complaints [8][9]. Group 4: Strategic Initiatives and Future Outlook - Feihe is attempting to diversify its product offerings beyond infant formula to include adult nutrition and health products, but these new segments currently contribute less than 10% to total revenue [10]. - The company is also expanding into international markets, with its Canadian factory now operational, yet overseas revenue remains low, accounting for only about 1% of total revenue in 2024 [10][11]. Group 5: Industry Context - Feihe's challenges reflect a broader shift in the Chinese infant formula industry from growth through new customer acquisition to competition for existing market share, necessitating a transformation in business strategy to enhance resilience in a low-growth environment [11].

Core Viewpoint - The company faces increased uncertainty in its transformation journey due to the debt crisis of its controlling shareholder and changes in the board of directors [1][3]. Debt Crisis - The controlling shareholder, Zhejiang Xiaobei Damei Holdings Co., applied for pre-restructuring due to liquidity issues and inability to repay debts, which was approved by the court [3][4]. - As of July 23, Xiaobei Damei holds 132.6 million shares of the company, accounting for 12.28% of total shares, with 98.85% of these shares pledged or frozen [3][4]. - The company claims that the pre-restructuring will not significantly impact its daily operations, asserting its independence in business and financial matters [3][4]. Performance Fluctuations - The company's revenue peaked at over 6 billion yuan in 2013 but has since declined, with 2024 revenue reported at 2.773 billion yuan, less than half of its peak [5]. - The company has experienced five years of negative net profit over the past decade, with the highest loss exceeding 1 billion yuan in 2017 [5][6]. - Frequent performance revisions have led to the company being labeled as "A-share face-changing king," with multiple corrections to earnings forecasts and financial reports since 2013 [6]. Transformation Challenges - The company attempted to expand its product positioning to "full lifecycle health management" but faced challenges shortly after this announcement [7]. - The controlling shareholder has been listed as a dishonest executor, and there have been non-operational fund occupations amounting to 47.85 million yuan that were returned within the same year [7]. - The company has diversified into adult milk powder and high-end products, but new business segments account for less than 10% of total revenue as of 2024 [8]. - Factors contributing to the difficulties in transformation include resource dispersion, insufficient investment in core business, and frequent management changes leading to a lack of coherent operational strategies [8].

Overall Summary - The offline retail consumption situation for Q2 2025 shows a general decline in sales across major categories such as food, beverages, alcohol, and daily chemicals, although the rate of decline has narrowed compared to previous quarters [2][4][6]. Group 1: Retail Performance Overview - The analysis is based on data from the "Shangma Ying Brand CT," which monitors offline retail across various city levels and includes over 30,000 brands and 14 million product barcodes [2]. - The overall sales revenue for Q2 2025 is down approximately 7% year-on-year, with a better performance in order volume compared to average spending, indicating consumer pressure on budgets and prices [4][6]. - The price index for food, beverages, alcohol, and daily chemicals shows a gradual recovery, but remains under pressure, with most categories below the baseline index of 100 [4][6]. Group 2: Key Category Insights - In the food category, frozen products like frozen sausages have shown significant market share growth, while dairy products are stabilizing after previous declines [13][22]. - The beverage category has seen strong growth in sports and plant-based drinks, with some products exceeding 30% year-on-year growth, although the overall market remains competitive [17][29]. - The snack category is experiencing a decline in market share due to health trends and new retail formats, with significant drops in sales for various subcategories [14][22]. Group 3: Consumer Behavior and Trends - The average spending per order has increased for certain categories like ready-to-drink juices and plant-based beverages, indicating a shift in consumer preferences towards higher-quality products [34][35]. - The average purchase quantity per order has decreased across all selected categories, suggesting a trend towards larger packaging or a focus on value [40]. - The competitive landscape is intensifying, particularly in the frozen food and beverage sectors, with numerous brands vying for market share [46][47].

Group 1 - The article reviews the dairy market for Q1 2025, comparing it to Q1 2024 and Q4 2024, using data from the "马上赢" brand CT, which covers over 30,000 brands and more than 14 million product barcodes across major cities in China [1][2] - The dairy product categories include adult milk powder, pure milk, yogurt, cheese, and others, totaling ten third-level categories and 16 fourth-level categories [2][3] Group 2 - In Q1 2025, the market share of ambient pure milk remains dominant at approximately 51.61%, while low-temperature yogurt and ambient yogurt hold 14.27% and 12.47% respectively [5][6] - Low-temperature yogurt's market share increased by over 1% year-on-year, while ambient pure milk, ambient yogurt, and cheese experienced declines in both market share and sales [5][6] Group 3 - The analysis of key categories shows that ambient pure milk, low-temperature yogurt, and ambient yogurt account for over 91% of the dairy market share [6][7] - The sales performance of ambient pure milk and ambient yogurt has been particularly challenging, with sales down by over 13% year-on-year [7][8] Group 4 - The price index for dairy products indicates ongoing price pressure, with most categories remaining below the baseline of 100, suggesting a decline compared to the previous year [10][11] - The price index for ambient pure milk has been consistently lower than the overall dairy category, while low-temperature yogurt has shown more stability in its price index [10][11] Group 5 - The SKU analysis reveals that low-temperature yogurt has the highest number of SKUs, indicating active product innovation, while ambient pure milk has a high number of discontinued SKUs [13][15] - The average price trends for various categories show a mix of stability and decline, with many products experiencing price pressure [15][19] Group 6 - The CR5 market share for ambient pure milk is 88.28%, indicating a high concentration of market power among leading brands, although some brands have seen a decline in market share [22][24] - The adult milk powder category has a CR5 market share of 77.75%, with a notable presence of brands like Yili and Nestlé [45][46] Group 7 - The cheese category has a CR5 market share of 81.01%, with major players like Miaokelan and Yili showing growth in market share [52][54] - The average price and specifications for cheese products have shown a slight recovery in Q1 2025, although they remain lower than in Q1 2024 [53][54]

Core Insights - The infant formula industry in China is undergoing significant changes, with traditional infant formula categories experiencing a decline in market size and growth rate, while demand for all-life-cycle nutrition products is steadily increasing [1][7] - Leading brands like Feihe, Yili, and Beingmate are expanding their product offerings beyond infant formula to include nutrition products for all age groups, indicating a shift towards a more comprehensive approach to consumer health [1][5] Group 1: Industry Trends - The birth rate in China has been declining, with the newborn rate dropping from 8.52% in 2020 to 4.98% in 2024, leading to a decrease in the infant formula market size from over 170 billion in 2021 to over 140 billion in 2023 [7] - The adult nutrition market is projected to grow significantly, with the elderly population (60 years and older) increasing from 264 million in 2020 to 310 million in 2024, creating opportunities for adult nutrition products [7][8] Group 2: Company Strategies - Feihe has been proactive in expanding its product line to include maternal and adult nutrition, launching products like maternal milk powder in 2014 and establishing the Feihe Aiben brand focused on adult nutrition in 2021 [3][4] - Yili has also entered the adult nutrition market, achieving steady growth and addressing lactose intolerance issues through innovative technologies [5] - Beingmate is focusing on the probiotics segment, recognizing its importance for foundational health, while other companies like Junlebao and Yashili are developing functional and specialized nutrition products [6] Group 3: Challenges and Opportunities - Companies face challenges in R&D and market promotion as they transition to all-life-cycle products, requiring adjustments to meet the diverse nutritional needs of different life stages [8][9] - The need for a robust compliance system that integrates R&D, evidence, and marketing is critical for companies to build consumer trust in functional nutrition products [10]

Investment Rating - The report maintains a "Buy" rating for Yili Co., Ltd. (600887.SH) [6] Core Views - Yili Co., Ltd. reported a total revenue of 115.78 billion yuan for 2024, a decrease of 8.24% year-on-year, and a net profit attributable to shareholders of 8.45 billion yuan, down 18.94% year-on-year [1] - The company experienced a net loss of 2.42 billion yuan in Q4 2024, compared to a profit of 1.05 billion yuan in the same period of 2023, indicating significant challenges in the last quarter of the year [1] - In Q1 2025, Yili's revenue increased by 1.35% year-on-year to 33.02 billion yuan, while the net profit attributable to shareholders decreased by 17.71% year-on-year to 4.87 billion yuan [1] Revenue and Profitability Summary - Liquid milk revenue for 2024 was 75.00 billion yuan, down 12.32% year-on-year, primarily due to weak terminal demand and inventory destocking [2] - The milk powder and dairy products segment saw revenue growth of 7.53% in 2024 and 18.65% in Q1 2025, with significant contributions from the premium infant formula segment [2] - The overall gross margin for 2024 was 34.10%, with a notable increase in Q1 2025 to 37.82% due to lower raw milk prices [3] Financial Forecast and Valuation - The net profit forecasts for 2025 and 2026 have been revised down to 10.81 billion yuan and 11.65 billion yuan, respectively, reflecting a 6.1% and 5.4% reduction from previous estimates [4] - The estimated earnings per share (EPS) for 2025-2027 are projected at 1.70 yuan, 1.83 yuan, and 2.05 yuan, respectively, with corresponding price-to-earnings (P/E) ratios of 17, 16, and 15 times [4]