11月27-28日，被誉为"年度科技与商业风向标"的36氪WISE2025商业之王大会，在北京798艺术区传导空间落地。 今年的WISE不再是一场传统意义上的行业峰会，而是一次以"科技爽文短剧"为载体的沉浸式体验。从AI重塑硬件边界，到具身智能叩响真实世界的大门； 从出海浪潮中的品牌全球化，到传统行业装上"赛博义肢"——我们呈现的不仅是趋势，更是捕捉在无数次商业实践中磨炼出的真知。 我们将在接下来的内容中，逐帧拆解这些"爽剧"背后的真实逻辑，一起领略2025年商业的"风景独好"。 破局东方 我比较喜欢今天我们在谈的这个话题叫"风景这边独好"。大家知道今年外资企业面临挑战。很多人也好奇在这样一个形势下，OATLY会怎么样？我觉得我 们今年下半年的业绩确实还是向市场证明了我们的实力。 冯大刚：你们是长了差不多30%，比全球水平大概要高两倍。 张春：中国今年三季度跟去年同比实现了28.8%的增长，8月份我们有40%左右的增长，三季度不仅扛住了，而且还往上走了不少，四季度也不错，现在也在 稳步推进中。 最大的心得体会是，一方面，原来的战略和考虑是对的；第二，这份坚持是对的；第三，团队经过七年的打拼，摸索出了一套做植物 ...

Core Insights - OATLY is undergoing a strategic review of its Greater China operations, considering various options including potential divestiture, after seven years in the market [1][4] - The company reported a 3% revenue growth in Q2, but the Greater China segment experienced a 6.4% decline in revenue year-on-year [2][5] Financial Performance - In Q2 2025, OATLY's Greater China revenue was $27 million, continuing a trend of declining growth since 2020, while the first half of the year showed a 12.5% increase to $56.95 million [2] - The adjusted EBITDA for the Greater China segment showed a loss of $636,000, marking five consecutive years of unprofitability [2] Market Dynamics - Approximately 62% of OATLY's revenue in Greater China is still reliant on the food service channel, which is currently under pressure, although retail channel growth has partially offset this decline [2][3] - The plant-based market in China has shifted from initial hype to a cooling phase, with significant competition from local brands impacting OATLY's market share [3][5] Competitive Landscape - OATLY faces increasing competition from local brands such as Yili, Mengniu, and Vitasoy, and ranks fourth in the Tmall plant-based beverage repurchase list [3] - Market analysts attribute the decline in OATLY's performance to factors such as waning consumer interest, high product prices, and the rise of domestic brands [3] Strategic Options - Three potential paths for OATLY's Greater China operations have been suggested: exiting the market, forming partnerships with local brands, or operating independently [4] - CEO Jean-Christophe Flatin indicated a preference for the independent operation route, emphasizing the need to maximize value after restructuring [4][7] Operational Capabilities - OATLY has established a fully localized team and R&D center in China, significantly shortening the product development cycle to respond to market changes [4][7] - The company has successfully penetrated both B2B and B2C markets, with its products being used to create approximately 1.4 billion cups of oat lattes since entering the market [6][7] Market Share - OATLY holds a 62.9% market share in the Chinese oat milk market, reflecting a growth of over 10 percentage points year-on-year, despite the challenges faced [5][6]