Core Insights - The flagship brand "TeLunSu" of Mengniu Dairy demonstrates strong anti-cyclical capabilities even at the bottom of the industry cycle, achieving growth through its organic series [1][15] - TeLunSu's 20-year journey reflects the high-end transformation of China's dairy industry and serves as a model for innovation-driven development [2][19] Brand Development - TeLunSu, meaning "gold medal milk" in Mongolian, has established its market position through a commitment to quality, consumer trend insights, and continuous innovation since its launch in 2005 [2][4] - The brand's innovation began with a focus on product quality, setting a new benchmark with a protein content of 3.3g/100ml, surpassing the national standard of 2.9g/100ml [4][15] Product Innovation - TeLunSu has continuously deepened product innovation, launching an organic milk series in 2008, and expanding its product matrix with low-fat, grain, and high-calcium options in subsequent years [4][10] - The introduction of the "Desert Organic Pure Milk" in 2021 redefined high-end organic milk standards with a protein content of 3.8g and 125mg of native high calcium [4][15] Brand Communication - The brand has focused on differentiated positioning and multi-faceted communication strategies, including collaborations with popular shows and thematic films to enhance brand perception [6][8] - TeLunSu's marketing emphasizes emotional value and quality recognition, aiming to instill a strong brand identity in consumers' minds [6][19] Channel Strategy - TeLunSu employs a comprehensive market penetration strategy, targeting both high-end channels in first-tier cities and expanding into lower-tier markets [8][12] - The brand has optimized its sales model by integrating online and offline channels, ensuring widespread availability of its products [8][12] Sustainable Practices - TeLunSu's unique competitive advantage lies in its integration of ecological factors in its production process, utilizing the natural environment of the Ulan Buh Desert to create a sustainable organic production system [15][16] - The brand's commitment to environmental responsibility is reflected in its packaging and production processes, which aim to reduce carbon emissions and promote ecological sustainability [16][19] Future Outlook - As TeLunSu celebrates its 20th anniversary, it continues to innovate and enhance its product offerings, aiming to lead the Chinese dairy industry towards new heights [19]

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]