《2025中国奶商指数报告》显示，摄入量、摄入频次、摄入习惯等指标得分均出现下降。有23.1%的 消费者减少了乳制品的消费，饮食习惯改变以及乳制品品质未达预期是主要原因。 "每天一斤奶，强壮中国人"——这句20多年前提出的口号，早已成为一代人的健康记忆，但最新数 据却展现出耐人寻味的现实图景。 这并非消费者过于挑剔。当人们对健康的理解从补充营养迈向精准管理，当"喝什么奶"开始与"我需 要什么"紧密相连，标准答案正在失去说服力。 面对日渐分化的需求和千人千面的体质，市场尚未准备好一套足够成熟、足够个性化的解题系统。牛 奶，这个曾经一瓶走天下的营养标志物，正在等待一场真正意义上的场景革命。 从"喝不了"到"喝什么" 部分中国人因为乳糖不耐受对牛奶望而却步。然而，这只是牛奶难题的起点。 当"能不能喝"逐渐被攻克，"该喝什么"的焦虑接踵而至。 体重管理人群关心脂肪含量，青少年家长紧盯钙质吸收，上班族寻求活力补充，中老年关注骨骼健 康……牛奶，正面临千人千面的需求拷问。 消费者的需求正在分化、细化、深化。这片看似拥挤的市场，实则蕴藏着未被满足的期待。 今年，蒙牛总裁高飞回归第一性原理，思考行业发展难题： 牛奶的本质是蛋 ...

Core Viewpoint - The Chinese consumer goods industry is currently facing a "prisoner's dilemma," characterized by rational consumption, overcapacity, and a brutal price war that affects various sectors, including coffee, e-commerce, and dairy [2][3]. Group 1: Market Dynamics - The price war has created a vicious cycle where price reductions can temporarily boost sales but compress profits and damage brand value, while not lowering prices risks market elimination [3]. - In response to this environment, the brand TeLunSu has adopted a unique strategy of simultaneously lowering and raising prices, exemplified by its recent actions of reducing the price of its core high-end product "Desert Organic Milk" from 118 yuan to 99 yuan, while also launching a premium product priced at 188 yuan [3][4]. Group 2: Consumer Behavior - According to a McKinsey report, consumer behavior has not downgraded but has become more discerning, seeking a balance between "certain quality" and "reasonable price," emphasizing the importance of quality-price ratio [5]. - Data from Xiaohongshu indicates a 622% increase in searches for "organic milk," reflecting a growing willingness among consumers to pay for organic products while expecting reasonable pricing [6]. Group 3: Brand Strategy - TeLunSu's strategy of lowering the price of its flagship product is not a promotional tactic but a reflection of efficiency and scale benefits across the entire supply chain, aiming to break the perception that high quality equals high price [6]. - The introduction of the premium product "Sand Gold Set Desert Organic Pure Milk" is a significant move for TeLunSu, showcasing its resilience and commitment to high value during a period of industry adjustment [10][14]. Group 4: Industry Impact - TeLunSu's actions serve as a model for the industry, demonstrating how to escape the price war by focusing on extreme quality and brand value, thus creating a new definition of high-end products [10][18]. - The brand's commitment to long-term investment in quality and brand building, rather than short-term price competition, highlights its ability to navigate through economic cycles [14][15]. Group 5: Future Outlook - TeLunSu's new product launch is not just about self-improvement but also aims to elevate the entire industry by creating value beyond its own brand, fostering a collective resonance with consumers [18][20]. - The brand's strategic initiatives, including inviting consumers to experience its organic sourcing journey, aim to enhance consumer understanding and appreciation of its products, reinforcing its commitment to continuous improvement [20][21].