从"走地鸡"到"跑山牛"，新需求正在催生新供给。近日，叮咚买菜在上海举办"寻味中国——跑山牛发 布会"，正式推出跑山牛系列产品。据了解，该系列主打宁夏泾源黄牛、贵州思南黄牛两大国家地理标 志认证牛种，包含20余款商品，覆盖涮煮、小炒等各类中式烹饪场景。 叮咚买菜肉禽蛋事业部高级总监杨波表示，跑山牛系列是叮咚买菜"4G" 战略在差异化好商品层面的持 续落地，未来还将借助叮咚谷雨肉类事业部"从源头养殖到餐桌"的全产业链体系，持续深耕肉类精细化 运营，为消费者提供更鲜、更真、更地道、更适合中式烹饪场景的高品质肉类。 牛肉消费需求转向好、真、鲜，"跑山牛"系列 公开数据显示，自2020年起全国牛肉消费量已实现连续4年稳步增长，其中2024年达到1070万吨，同比 增长4.1%。同时，2019年至2023年，中国鲜牛肉市场规模从4640.4亿元增长至6304.8亿元，其间复合年 增长率约8%。 据介绍，相较于普通鲜牛肉，两款地标黄牛均为西门塔尔牛与当地传统黄牛杂交的优质品种，两者均为 高山草饲，保持了一定的运动量，2—3年慢养周期也有利于优质的风味物质积累，能够使肉香更浓，肉 质鲜嫩多汁，口感更好。 谈及选择泾源和思南 ...

Core Insights - Dingtalk Buy菜 is focusing on the trend of fresh ingredients by deeply exploring the meat segment and implementing full-chain control from source to table, aiming to upgrade food materials [1][4] - The company launched the "跑山牛" series, featuring two nationally recognized beef breeds, to enhance freshness and taste through rapid delivery [1][3] - The demand for high-quality fresh beef is increasing, with significant growth in sales for the new product line, indicating strong market potential [1][2] Market Performance - Since 2020, China's beef consumption has increased for four consecutive years, reaching 10.7 million tons in 2024, a 4.1% year-on-year growth [2] - The market size for fresh beef in China grew from 464.04 billion yuan to 630.48 billion yuan from 2019 to 2023, with a compound annual growth rate of approximately 8% [2] - Dingtalk Buy菜's platform data shows a 12.2 percentage point increase in the GMV of domestic fresh beef in East China, reaching around 40% [2] Product Development - The "跑山牛" series includes two premium beef breeds, which are known for their superior flavor and tenderness due to their unique breeding and feeding conditions [3][5] - The product line features around 20 different cuts tailored for various Chinese cooking methods, addressing the diverse culinary needs of consumers [3][5] - Dingtalk Buy菜 is committed to ensuring product freshness through a closed-loop supply chain, with beef delivered to consumers within 48 hours [4][5] Supply Chain Strategy - The company has established a highly efficient supply chain to ensure rapid delivery of fresh beef, including strategic partnerships with local governments for standardized production [5][6] - Dingtalk Buy菜 plans to invest over 50 million yuan in the next year to enhance the production and branding of 泾源黄牛 beef [5] - The company aims to create a scalable effect by focusing on consumer-recognized products and collaborating with upstream suppliers [5][6] Strategic Initiatives - The "4G strategy" emphasizes the development of differentiated and high-quality products, with the "跑山牛" series being a key outcome [6] - Dingtalk Buy菜 has been involved in all aspects of the food supply chain, from production to distribution, to improve efficiency and reliability [6] - The company intends to expand its product offerings by developing a complete product matrix for 泾源黄牛, including various processed beef products [6]