先上结论：下半年，"现制奶饮"是个小风口。 翻开社交媒体，各地网友都在打卡各种现打鲜奶、网红奶饮，"牛奶专门店"更是开一家爆一家，单店最高月销超100万。 与此同时，不含茶乳制品已成为茶饮品牌上新的第三大品类，乳品巨头也纷纷下场，开设现制奶饮门店。 目前网上晒图最多的是代餐"小胖瓶"，采用收口玻璃瓶装，以双重抹茶产品为例，抹茶酸奶打底，再加入抹茶牛奶，"色彩分层如油画般，随手一拍都很 出片。" 而回顾过去一年，似乎从红星前进面包牛奶公司开始，主打体验与颜值的网红奶饮店就不断涌现，且几乎每开一家，都能迅速成为当地的热门打卡地。 现制奶饮，能否成为茶饮、咖啡之外的新刚需？ 最高月营业额超100万，"现制奶饮"或迎来一个小风口 今年7月，闯入南京饮品热门榜的"山下奶市"，快速在杭州开了第2家门店。 这是一个以"奶"为核心的品牌，主打藏式风情，以有机牦牛乳、藏地酸奶为核心原料，小红书上满是打卡种草的笔记。19～28元的单品售价不算低，却挡 不住年轻人为这份"高原健康感"买单。 现制奶饮，这个曾经被忽视的品类，发展速度越来越快。 首先是奶饮连锁品牌的发展势头迅猛。截至目前，兰熊鲜奶落址门店数量达到180家（在营门店12 ...

Core Viewpoint - The dairy industry is facing significant challenges in 2024, but growth opportunities are emerging in niche markets such as buffalo milk, refrigerated yogurt, and refrigerated white milk, which have all achieved double-digit growth [1][2]. Group 1: Challenges and Opportunities - The dairy industry has encountered numerous challenges over the past year, including a decline in production and sales, changing consumer demands, and high fluctuations in raw milk prices. In early 2025, there are no significant signs of improvement, with national dairy product production down 6.8% year-on-year in January-February, marking the second consecutive year of over 6% decline [2]. - Despite these challenges, new opportunities are visible in niche categories, with products like buffalo milk, refrigerated yogurt, and refrigerated white milk achieving double-digit growth [2]. Group 2: Expanding Target Demographics - The Chinese dairy market has entered a phase of stock competition, with the number of new users decreasing annually. The penetration rate of dairy products is already high, making it difficult to attract new users [4]. - The proportion of heavy dairy users is also declining, with significant drops in the percentage of users consuming dairy products daily. This decline is attributed to competition from cross-category food and beverage products [6][10]. - The potential for growth in dairy consumption exists, but achieving this is challenging due to differences in dietary structures between China and other countries. The current consumption ratio of liquid to solid dairy products in China is 7:3, compared to the reverse in many Western countries [6][10]. Group 3: Innovation in Differentiated Products - The key to success in the dairy sector lies in developing differentiated products. For instance, white milk accounts for about 40% of dairy sales but lacks competitive differentiation [12]. - Strategies for differentiation include high-end products (e.g., organic and A2 milk) to escape price wars, functional products (e.g., high-protein, lactose-free, sleep-aid milk), and innovative flavors that resonate with local tastes [12][13][14]. - The trend towards refrigerated white milk is expected to grow significantly, with "freshness" becoming a key differentiator in the market [13][14]. Group 4: Connecting with Niche Scenarios - Recent observations indicate that outdoor consumption scenarios for dairy products have not gained traction, with home consumption remaining dominant. However, there are many opportunities in various niche scenarios beyond just home consumption [15][18]. - The dairy industry needs to connect effectively with these niche scenarios rather than relying solely on traditional marketing strategies [18]. Group 5: Integrating Diverse Channels - The sales landscape for dairy products is undergoing significant changes, with traditional large-scale retail channels losing influence. Smaller supermarkets, community stores, and convenience stores are becoming increasingly important due to consumers' desire for immediate satisfaction [20][22]. - Online marketing has evolved from merely selling products to creating buzz through social media platforms. Engaging consumers through short videos, live streaming, and user-generated content is crucial for reaching target audiences [22][23]. - The rapid growth of discount stores presents unprecedented opportunities for the dairy industry, as these stores align well with the high-frequency consumption nature of dairy products [23].

在全球化与数字化交织的当下，食品营销已成为品牌破局突围的核心引擎。它既是突围破局的试金石， 更是品牌跃升的跳板。 FBIF Wow食品创新奖，自2017年在上海发起，致力于发现、展示、表彰食品饮料各个类别的卓越创 新。 营销 赛道细分整合营销、品牌建设、内容营销、事件营销、跨界营销、数字营销等 6个细分赛道 。自开赛以来，组委会共收到超过 60+ 件提报案例，经来自头部食品企业、一线广告/代理/技术公司 的专业评审们严谨缜密的评审，共有 42件 作品入围决赛。 Wow Food 2025营销赛道作品精选 图片来源：Wow Food赛事组委会 卓越的食品营销案例不仅是颠覆式创新的典范，更为品牌提供精准突围路径，为品牌破局，为行业定 标，推动行业迈向营销高地。接下来，镜头回放！让我们一起揭晓入围作品名单~ 目录： 01 初赛回顾 初赛回顾 【入围名单】整合营销 【入围名单】品牌建设 【入围名单】内容营销 【入围名单】数字营销 【入围名单】跨界营销 【入围名单】事件营销 02 Wow Food赛事 03 联系我们 FBIF Wow 食品创新奖 决赛入围名单 整合营销 天津海河乳品 上海江崎格力高 壹捌零创意集团 有 ...

作者：FBIF Foodtalks沙龙将与FBIF2025食品饮料创新论坛同期举办。除了嘉宾分享，这一次，我们选择让真实的 人生故事成为灯塔。FBIF2025特别策划" 破界者说 "沙龙，邀请食品饮料行业 20位 跨代际、跨赛道的 践行者分享他们的从业故事。 他们有人在业务转型中成长，有人从0到1做了海外拓展，有人做过滑翔伞运动员，有人是"创二代"接 班，有人GAP转型归来……每个故事都是一枚棱镜，折射出商业逻辑背后更本质的命题——如何在理想 主义与现实主义之间搭建悬梯？当浪潮退去时，什么是值得坚守的"职业锚点"？我们相信，真正的启发 从不来自完美叙事，而是来自真实困境的碰撞与共鸣。它们或许不足以指明方向，但能让你在暗潮中触 碰到同频共振的心跳。 5月8-10日，上海国家会展中心，Foodtalks沙龙邀你莅临！ 胡亚军 集团副总裁 东鹏饮料 王钟和 创始人 可漾 邹旸博士 党委书记兼董事长 海河乳品公司 Öarmilk吾岛 王炜建 创始人兼CEO 康诺食品乳品集团 &吾岛希腊酸奶 118 用主角主 易子涵 创始人兼CEO 松鲜鲜 夏巍华 总经理 佳乐歌 亚 邢正轩 创始人 野人日记 日 - 烘焙专家 刘洁 ...