文｜创业最前线

“meitianyipingnai，qiangzhuangzhongguoren”yidushiyonglaiguliguorenyinyongchangwennaidekouhao，erzheiyicengbeishizuogaoxingjiabideyingyangpin，rujinsihubeiyuelaiyuezhongshijiankangdeguoren“xianqi”le。

diwennaikaishizhanshangcwei。“changwennaiduinaiyuanyaoqiudi，haikeyiyongnaifenhaiyuan，sucheng‘guantouniunai’。”“diwennaikougangenghao，gengjiankang。”congyingyangjiaodushangkan，diwennaisihuchengweilebichangwennaigengjiankangdecunzai。

jujiaoyinguojishujuyuce，2022nian-2027niandiwenxiannaifuhenianzengzhanglvjiangdadao12%，bingyujibainaijiangjingligaoduanhuaqushi，bingcongchangwennaizhuanxiangxiannai。

zaicibeijingxia，zuoweiyizhizuo“xian”yewudexinruye，yekaishikaodiwennaiyewujiangchulexingushi。

zuoweiquyuxingruzhipinlongtouqiye，guoqushiduonian，xinruyeyibianyizhijiang“xian”gushi，tongguoqixiabutongzipinpaibujubutongdechanpinxian，tishengpinpaixingxianghejinglirun；yibiandashoubi“maimaimai”，rangqizai2022nianchenggongmairubaiyijulebu。

buguo，“xianzhanlve”suiranyouzhuyutishengpinpaixingxianghejinglirun，danxinruyetongguo“maimaimai”fangshidaxialaidejiangshan，duanqineikongpahennanrangpinpaikuaisudaruxiaofeizhexinzhi。diejiarujindiwennaishichangdejiasuneijuan，xinruyedequanguohua，yiranlumanman。

1、低温奶的新故事

“hediwenxiannaidediyikoujiuaishangle。kouganchun、hou、mian、youbingbingliang，xianzaiwojiayijingzhaobudaochangwennaideshenyingle。”xihuanchangxian、qieshidiwenxiannaizhongshifenside95houxiaofeizhexujiebiaoshi，tazai2020niankaishichangshidiwennaihoujiuyinweiqikouganheweidao，xingchenglehediwennaidexiguan。

“yiqingzhong，zhongnanshanyuanshihezhangwenhongjiaoshoudoujianyiheniunai，zengqiangmianyili，erdiwenxiannaideyingyangjiazhigenghao。”xujiebiaoshi，zhisuoyihuixuanzechangshidiwennai，zhuyaoshichuyujiankangkaolv。

taxiang「chuangyezuiqianxian」tuijiandao，wozheijiniandehenaijingyan，haishituijianhexiannai。zuituijiandeshi3-4tiandediwenxiannaiyouhuozhebaozhiqi5-7tiandetongzhuangnai，yinweizheileinaidetianjiajizuishao、yingyangzuichongfen。

xujiezuoguogongke，diwennaiduinaiyuanyaoqiugao，bixucaiyongxinxianwuwurandejiujinnaiyuan，niunaicongjichudaoshengchanbixuzai24xiaoshineiwancheng，quanchenglengzang，gengxinxian、genganquan、gengtianran、gengyingyang。“changwennaiduinaiyuanyaoqiudi，haikeyiyongnaifenhaiyuan，sucheng‘guantouniunai’。erqienenggoubaocunzheimejiu，zongganjuelimianyouheikeji。”

shishishang，ziyiqinghou，xiaofeizhekaishigengjiaguanzhujiankangyinshi。erxiangjiaochangwennaieryan，diwennaizaiyingyangchengfen、“xinxian”ganshoudengfangmianjuyoumingxianyoushi，congerzhujianbeixiaofeizhemenxiai。

jukaidushuju，quanguodiwenxiannaishentoulvcong2018niande18%shangshengzhi2023niande39%，gaoduannaishentoulvyushangnianxiangbitisheng5.9%。ciwai，youshujuxianshi，diwenniunaishixianquanqudaowenbuzengzhang，tianmao、jingdong、douyinpingtai2024nianq1diwenniunaixiaoshouefenbietongbishangsheng24%、6%、12%。

zaiciqushixia，jinnianlaiyizhisike“xian”yewudexinruyesihuyinglaileshouhuoqi。

julejie，guoqushiduonian，xinruyeyizhidouzaijiang“xian”gushi，bingtongguoqixiabutongzipinpaibujubutongdechanpinxian，miaozhunbutongxiaofeizhetongdian。

liru，zuizaozai2011nian，xinruyejiudachu“zhimaidangtian”gainiandechanpin，tuichu24xiaoshixilieqiangdiaoxinxian；chaoriweipinzhuzhonggaoduanxiannaishichang；huorunxiliezetongguoxinpinqudongshixianzengzhangdeng。

xinruyejiangde“xian”gushikaishizouxiao。

caibaoxianshi，2024nianshangbannian，“24xiaoshi”xiliexiannaichixuquanguojuzhenhuabuju，hunannanshanshangshi“huangjin24xiaoshi”，zhonggaoduanxilietongbizengzhangchao30%；gaoduanpinpaichaoriweipinxiannaitongbizengzhangyue15%，shixiangaoduanxiannaizhengtitongbizengzhangyue15%；huorunxilietongguoxinpinqudongshixiantongbi15%zengzhang。

congzhengtiyejishangkan，2024nianshangbannian，xinruyeshixianyingyeshouru53.64yiyuan，tongbizengzhang1.25%；guimujinglirun2.96yiyuan，tongbizengzhang25.26%。ergongsiyejizengzhangzhuyaoyuanyuxinruyejujiaodiwenruzhipin，yi“xian”weihexinzhuti，jiangdiwenxiannaihediwentesesuannaizuoweihexinzhongdianpinleizhongdianfali。

yizhiweirao“xian”zigouzhuhuchenghedexinruye，yudaolekuaisuzengzhangdediwennaisaidao，jiangchulexingushi。

2、全国化路漫漫

“yougepaizijiaoyongyou，shiningbodebendiniunai，wogerenjuedetebiehaohe，danbeipiaohoujiuzaiyemeijianguo。”chushengzainingbodewangleixiang「chuangyezuiqianxian」biaoshi。

shishishang，diwennaiyinweibaozhiqishijianjiaoduan、baocuntiaojiangao，duilenglianyunshuyaoqiujiaogao，zheirangqishoudaonaiyuanhelenglianchengbentiaojianxianzhi，xiaoshoubanjingyouxian。yibanbaozhiqiwei5-7tiandebashinaizhinengzainaiyuandiyue300gonglifanweijinxingkuaisupeisong，chengbenxiangduiheli，ruguoyuanlinaiyuandi，chengbenjiangdafuzengjia。

jibianshizuijinjinian，bushaoruqikaishituichushajungongyijieyubashinai（suchengxiannai）hechaogaowenmiejunru（suchengchangwennai）zhijiande“chaobanai”，qichanpinsangshilebufenhuoxingwuzhi，baozhiqideyiyanzhangzhi14-20tian，xiaoshoubanjingyezhiyou500gongli。

erxinruyedehexinchanpin“24xiaoshi”xilie，yinweicongshengchankaishidaozhongduanxiajiaquebaozai24xiaoshineiwancheng，suoyigaixiliexiaoshoubanjinggengshizhiyou100-150gongli。

zheiyeyiweizhe，diwennaishouxianyuxiaoshoubanjing，yedaozhizheiyixingyezhuyaoyoudifangxingquyuruqizhudao。

danxinruyexianranshiyouquanguohuayexinde。shijinianlai，xinruyetongguobuduanpaomaquandi，zaiquanguofanweineibinggou、zhenghegeleidifangruzhipinqiye，jianzhiquanguoshichang。

cong2002nianqi，xinruyexianqilelianglun“shougouchao”。diyilunshougoulechengdouhuaxi、hangzhoushuangfeng、hebeitianxiangdengquyuruqi，jingonghuadonghehuabeishichang；dierlunshougouhunannanshanqieruhuazhongshichang，suihoushougoulesuzhoushuangxi、sichuansanmudeng，chixufugaishentou。

gongsi2019niandengluaguhou，youjixushougouleaoniuruyebufenguquan，jixujiamabujuquanguohua。

zhici，zongbuweiyusichuanchengdoudexinruye，lizuyuxinanshichangzhiwai，kaishizaihuadong、huazhong、huabeidengquyujiasubuju。

“danxinruyeshougoudequyuxingruqidoushiyijingzaidangdijuyouyidingpinpaizhimingdu，qiyedoushigeziyunzhuan，hubuyingxiang。”guanzhuruqidemeitirenliuxiaoqianjuede，zheiyangdefangshiyouyoushi，rangxinruyeshougouzhengheyewumeineimenan。

jinnianshangbannian，xinruyezaixinan、huadong、huabeihexibeidiqudeyingshoufenbiewei18.75yiyuan、15.03yiyuan、5.36yiyuan、6.79yiyuan。

jinnianshangbannian，huabeidiquchengweixinruyexindeyejizengzhangdian，zaixinanhexibeidiquchuxianfuzengzhangdeshihou，huabeidiqudeyingshoutongbizengzhangle20.21%，yingshouzhanbicongquniantongqide8.42%，tishengdaorujinde9.99%。

“danxinruyesuoshougoudequyuxingruqisuoshengchandeduanbaozhiqidiwenxiannaichanpinfushebanjingyijiuyouxian，shenzhihennanxingchengdiejiayoushi，yehennanrangxinruyexingchengpinpaixiaoying。”liuxiaoqianxiang「chuangyezuiqianxian」biaoshi，ruqidepinpailihenzhongyao，dan“xinruye”zheisangezixianranmeiyoujinruzheixiequyudexiaofeizhexinzhi。

shishishang，「chuangyezuiqianxian」yuhebei、beijinghedongbeidexiaofeizhejiaoliuduixinruyedeyinxiangshi，tamenduoshufankuishi“meizhuyiguo”“bushuxi”。

er「chuangyezuiqianxian」zaihebeiliangjiadaxingliansuoshangchaozoufangzhongyefaxian，gaiqudaoneibingmeiyouxinruyexiangguandechanpin。

图 / 货架上找不到新乳业相关产品

“meiyoutingguozheigepinpai，zanmenzheibianzhuyaoshisanyuanpinpaidediwennaibijiaozhiming，xiaofeiquntiyeduo。qitarumengniu、yili、junlebaodechanpinmaideyehaixing。”yiliansuoshangchaoxiannaiqucuxiaoyuanwangfangbiaoshi。

suiranxinruyeyijingjiasuxianghuabeihexibeishichangbuju，danruhetongguodifangbeishougouruqidazaopinpaiyingxiangli，jinerzaiquanguoshichangdezhuliuqudaojiasushentou，rengranshizhanglumanman。

3、强敌环伺

xinruyedenantibujinyuci。

jujiaoyinguojishujuyuce，2022nian-2027niandiwenxiannaifuhenianzengzhanglvjiangdadao12%，yujibainaijiangjingligaoduanhuaqushi，bingcongchangwennaizhuanxiangxiannai。nongkaijijintouziyeyuji，diwenruzhipinxingye2025nianguimoyouwangdadao1600yiyuan。

ermuqiandiwennaihaiweichuxianbaiyidadanpin，zheiyeyiweizheshichangxiangxiangkongjianwuxian。yinci，jinruzheiyishichangderuqibuduanzengjia，xindetiaozhanzhecengchubuqiong，yeshidediwenxiannaishichangjingzhengzhujianjilie。

2018nianhou，mengniuheyilixiangjishezudiwenbashinailingyu。mengniu2018nianchenglidulixiannaishiyebu，dao2019nianmengniudexiannaichanpinyifugai24geshengfenhe50gezhongdianchengshi；tongshihaichenglimeirixianyuzipinpai，jinjungaoduandiwennai。yilizezai2019niandituichule3kuandiwenxiannaixinpin，jiamadiwennaisaidao。

“zhiqiandiwennaijiuneimejizhong，guangming、sanyuan、wandashandeng，xianzaixiannaizhanjuyuelaiyueda，pinpaiyeyuelaiyueduo，jianai、mengniu、yili、junlebaoxinpincengchubuqiong。”wangfanggaosu「chuangyezuiqianxian」。

bujinruqifenfenxiachangzuodiwennai，「chuangyezuiqianxian」haifaxian，chuantongshangchaoqudaoyetuichuziyouxiannaipinpai，jiarujiliedeshichangjingzheng。

图 / 渠道推出自有鲜奶产品

waibujingzhengjilie，diejiayuannaiguosheng，ruqidejingzhengzhengzaijinyibushengji。

genjuguojiatongjijushuju，2023nianquannianwoguoshengxianruchanliang4197wandun，bishangnianzengzhang6.7%，ruzhipinxiaofeidishuipinghuifu，shengxianruchanliangrengjieduanxingguosheng，ruzhipinjiagongqiyemianlinshengxianruguoshenghequkucunyali，yujishengxianrushougoujiagediweiyunxing。

lingjunongyenongcunbugongbudezuixinshuju，zai8yuedisanzhou，neimenggu、hebeideng10gezhuchanshengfenshengxianrupingjunjiage3.21yuanmeigongjin，yuqianyizhouchiping，tongbixiadie14.6%。

zaicibeijingxia，ruqixingyede“cuxiaozhan”yesuizhierlai。

“pinpaimendouzaidacuxiaozhan。wulunshixianshanghaishixianxia，doukeyikandaoyenai、suannai、naifendengpinleijiangjiaxiaoshou，duomaiduojian。”wangfangjieshao，meitianjihudouyou“man29-10”“man35-15”decuxiao，yinweijingxiaoshangjiangjiacuxiao，zhongduanjinjiabizhiqianbianyi，dabufenxiliedouzaijiangjiacuxiao。

图 / 低温奶打起“促销战”

“zhenggeshangbannian，baokuodisanjidudeshichanghaishibijiaohunluan。yifangmianjijiatouburuqimianlinqukucundeyali，lingyifangmianyouyuyuannaijiagexiaxing，yixiezhongxiaoqiyeliyongdichengben、dijiachanpinquqiangshichang，womenyekandaozhongxiaoruqiqinshidiaoyibufentoubuqiyedefene。”mengniushouxicaiwuguanzhangpingzaiyejihuishangjieshi。

yiliyetidao，shangbannianrupinpingjunxiaoshoudanjiashiyouyixiexiajiang。

jiliedejiagezhanxia，xinruyeyezhinengcaiquyicuhuanliangdecelve。2024nianshangbannian，xinruyejiangcuxiaofeiyongzengjiale18.69%zhi4.74yiyuan，zaixiaoshoufeiyongzhongzhanbicongquniantongqide48.12%tishengzhi54.8%。

jibianruci，xinruye“genjudi”deyingshouyezaixiajiang。2024nianshangbannian，xinruyexinandiquyingyeewei18.75yiyuan，tongbixiadie6.87%；erxibeidiqudeyingyeezetongbixiajiang12.68%zhi6.79yiyuan。

sijiaoduoleizhixia，xinruyekongpahaiyouyichangyingzhangyaoda。