蒙牛乳业2025年半年报显示，在行业周期底部，其旗下旗舰品牌"特仑苏"依旧表现出强大的抗周期能力。依托长期主 义打造的极致品质、以产业链思维塑造的高端品牌，以及消费者对于"喝好奶"的品质需求，特仑苏有机系列实现了逆 势增长。 今年恰逢特仑苏二十周年。二十年，足以让一个品牌从诞生走向辉煌。特仑苏的20年，是中国乳业高端化进程的缩 影，更是一个民族品牌坚持以创新驱动发展的典范。 二十年创新引领 铸就金牌牛奶 特仑苏，蒙语意为"金牌牛奶"。从2005年横空出世至今，特仑苏凭借对品质的执着追求、对消费趋势的敏锐洞察以及 持续不断的创新活力，成功铸就了"金牌牛奶"的市场地位。 "金牌牛奶"特仑苏 特仑苏的创新之路始于对产品本身的极致追求。2005年，当国内牛奶蛋白质含量普遍执行2.9g/100ml的国家标准时， 特仑苏率先推出3.3g/100ml的乳蛋白含量，一举树立了高端牛奶的新标杆。此举不仅打破了行业同质化竞争僵局，更 开启了乳品品质升级的新时代。 随着消费需求不断升级，特仑苏的产品创新持续深化。2008年，顺应健康有机消费趋势，推出有机奶系列，成功开辟 有机赛道；2016年，进一步完善产品矩阵，推出低脂、谷粒、高 ...

Group 1 - Mengniu's core high-end brand, Telunsu, has decided to reduce prices on some products, with the "Desert Organic Milk" dropping from 118 yuan to 99 yuan per box, a decrease of 16% [1] - Telunsu's annual sales have surpassed 30 billion yuan, indicating its significance to Mengniu's overall strategy [1] - In 2024, Mengniu's revenue was 88.6748 billion yuan, a year-on-year decline of 10.1%, with net profit dropping by 97.8% to 104.5 million yuan [2] Group 2 - The overall demand in the dairy industry is declining, with a 2.7% year-on-year drop in total sales in 2024 according to Nielsen IQ [3] - The Chinese dairy industry is facing significant pressure, with companies producing excess industrial milk powder leading to increased inventory and losses of 10,000 to 20,000 yuan per ton sold [3] - The dairy price war is intensifying, particularly affecting high-end milk sources like Telunsu, which are under greater pressure due to higher costs [4] Group 3 - Despite the price cuts, Telunsu is also focusing on product upgrades, recently launching a premium product priced at 188 yuan [5] - The effectiveness of these price reductions as a brand defense strategy remains uncertain [6]