Core Insights - The ice cream industry is cautious and observing changes in consumer demand, but Mengniu has found a breakthrough with a 15% year-on-year growth in its ice cream business, significantly outperforming the industry average [1][12] - The combination of classic products and innovative new launches has been key to Mengniu's success, with its two main brands, "Sui Bian" and "Green Mood," accounting for 55.2% of sales in the first half of the year [3][4] Product Strategy - Mengniu employs a "guarding the classic while innovating" strategy, focusing on optimizing core products while continuously launching new hit products to drive growth [3][4] - In the first half of 2025, nine new products surpassed sales of 10 million units, with new products accounting for a record high of sales [4] Channel Strategy - The company has shifted from broad coverage to deep operation across all channels, adapting its product mix to meet the specific needs of different consumer segments [6][7] - New channels saw a 33% increase in sales, with fresh e-commerce sales growing over 40%, demonstrating Mengniu's effective response to online consumption trends [7] Marketing Strategy - Mengniu's marketing approach has evolved to create emotional resonance with consumers, particularly targeting the younger generation through integrated campaigns that combine product, content, media, and channels [9][10] - Collaborations with popular IPs and immersive experiences at music festivals have helped strengthen brand connections with younger consumers [9][10][11] Financial Performance - Mengniu's ice cream business has shown a 15% year-on-year growth, increasing its contribution to total revenue from 7.5% to 9.3%, indicating a strengthening strategic position [12] - The sustainable growth of Mengniu's ice cream business is attributed to the synergy of product strength, channel adaptability, and effective marketing strategies [12]