<p class="ql-block">在2025年妙可蓝多年会上，江南春论道奶酪，精准把脉，引领奶酪市场新方向；独具市场敏锐度，谈奶酪发展大势，深度剖析奶酪市场；远见卓识，勘破奶酪行业先机。</p> <p class="ql-block">妙可蓝多：消费市场的传奇逆袭</p><p class="ql-block"> </p><p class="ql-block">妙可蓝多凭借卓越的发展策略，3年的时间一举跃居成为中国奶酪领导品牌，这一成就堪称消费市场的传奇佳话。江南春对妙可蓝多的成功极为推崇，常将其作为经典案例分享。此次亲临年会，与妙可蓝多团队共同探寻高质量发展路径，意义深远。</p><p class="ql-block"> </p><p class="ql-block">中国奶酪市场：潜力巨大，未来可期</p><p class="ql-block"> </p><p class="ql-block">在全球市场中，奶酪是主流消费品，然而在中国尚未成为家庭刚需。过去，奶酪在中国市场几乎无人问津，如今在妙可蓝多等品牌的积极推动下，已逐渐成为热门零食，频繁出现在大众餐桌上。江南春指出，中国奶酪市场潜力巨大，作为高蛋白、高钙的优质食品，其渗透率与国际水平相比，提升空间可达数倍甚至十倍。这不仅得益于奶酪品类自身的优势，更得益于消费者对健康食品日益增长的需求。</p><p class="ql-block"> </p><p class="ql-block">企业发展：波折中成长，挑战中蜕变</p><p class="ql-block"> </p><p class="ql-block">企业发展通常呈现出波浪式的轨迹。江南春以分众传媒为例，回顾了公司从高速增长到市值大幅缩水，再到成长为千亿级企业的历程。妙可蓝多在过去三年中也面临着经济环境的挑战，但这些挑战反而使其暴露并解决了高速增长过程中存在的隐患，如供应、分销及心智抢占等方面的问题。这些经历为妙可蓝多迈向百亿规模奠定了坚实基础，毕竟没有经历过波折的企业更需警惕潜在风险。</p><p class="ql-block"> </p><p class="ql-block">消费趋势：大健康升级，多元需求凸显</p><p class="ql-block"> </p><p class="ql-block">中国城市中等收入以上阶层对美好生活的向往坚定不移。尽管短期内可能出现消费降级现象，但大健康领域却持续保持升级态势。在食品饮料行业，消费者追求“加”营养、“减”负担的产品，天然、新鲜的食品备受青睐。同时，消费者需求愈发多元化，性价比、颜值与品质缺一不可。这既给企业带来了挑战，也促使龙头企业不断提升竞争力，以赢得更大的市场份额。</p><p class="ql-block"> </p><p class="ql-block">消费品成功之道：供应、分销与心智抢占</p><p class="ql-block"> </p><p class="ql-block">江南春强调，消费品成功的关键在于供应、分销与抢占心智。品牌不仅要在现实货架上实现广泛覆盖，更要在消费者心智中占据一席之地。流量只是品牌赢得人心的结果，真正算准人心才是实现增长的根本。中国商战历经供应优质产品、渠道深度渗透、赢得消费者心智三个阶段，其中赢得心智是核心。品牌需要有清晰的定位，让消费者在众多选择中坚定地选择自己。</p><p class="ql-block"> </p><p class="ql-block">妙可蓝多的战略方向：聚焦奶酪，拓展刚需市场</p><p class="ql-block"> </p><p class="ql-block">作为奶酪领域的心智首选品牌，妙可蓝多应聚焦奶酪业务，实现战略性增长。从休闲零食向成长刚需产品拓展，将目标人群从现有的范围扩大至3-15岁乃至更广泛的群体，把冲动购买转化为家庭必备。例如，可以开发针对不同年龄段的专属产品，满足消费者的多元需求。</p><p class="ql-block"> </p><p class="ql-block">分众传媒助力：精准触达，拓展市场</p><p class="ql-block"> </p><p class="ql-block">分众传媒覆盖城市主流消费群体的核心生活空间，此前已助力妙可蓝多引发消费者对奶酪的兴趣。未来，分众传媒将继续助推妙可蓝多在刚需市场及餐桌市场的拓展。在人口与流量红利逐渐消退的当下，品牌集中度提升带来的红利正逐渐显现。江南春坚信品牌的马太效应，头部品牌将吸引行业大部分利润。</p><p class="ql-block"> </p><p class="ql-block">展望未来：携手共进，迈向百亿征程</p><p class="ql-block"> </p><p class="ql-block">展望未来，江南春期待与妙可蓝多携手合作，共同开创独特价值，引爆主流用户群体，助力妙可蓝多在三年内实现迈向百亿的宏伟目标。奶酪市场前景广阔，企业需洞察市场趋势、把握发展机遇、强化品牌建设，方能在激烈的竞争中脱颖而出，满足消费者需求，推动行业持续发展。</p> <p class="ql-block">2月19日，妙可蓝多于上海浦东滴水湖边成功举办了主题为“聚合力 大发展 攀高峰”的2025年会。分众传媒董事长江南春先生作为特邀嘉宾出席大会，并发表了以奶酪为核心主题的精彩发言。</p> <p class="ql-block">Milkground: A Legendary Counterattack in the Consumer Market</p><p class="ql-block"> </p><p class="ql-block">With its excellent development strategies, Milkground has risen to become the leading cheese brand in China within just three years. This achievement is truly a legendary story in the consumer market. Jiang Nanchun highly commends Milkground's success and often shares it as a classic case. His presence at this annual meeting and joint exploration of the path to high-quality development with the Milkground team carry profound significance.</p><p class="ql-block"> </p><p class="ql-block">The Chinese Cheese Market: Enormous Potential and Promising Future</p><p class="ql-block"> </p><p class="ql-block">In the global market, cheese is a mainstream consumer product. However, in China, it has not yet become a household necessity. In the past, cheese hardly attracted any attention in the Chinese market. Now, with the active promotion of brands like Milkground, it has gradually become a popular snack and frequently appears on people's dining tables. Jiang Nanchun pointed out that the Chinese cheese market has huge potential. As a high-protein and high-calcium premium food, compared with the international penetration rate, there is room for several times or even ten times growth. This is not only due to the inherent advantages of the cheese category but also benefits from the increasing demand for healthy food among consumers.</p><p class="ql-block"> </p><p class="ql-block">Enterprise Development: Growing Amidst Setbacks and Transforming in the Face of Challenges</p><p class="ql-block"> </p><p class="ql-block">Enterprise development generally follows a wavy trajectory. Taking Focus Media as an example, Jiang Nanchun reviewed the company's journey from rapid growth to a significant shrinkage in market value and then to becoming a hundred-billion-level enterprise. Milkground also faced economic challenges in the past three years. However, these challenges have instead exposed and resolved the hidden problems that emerged during its rapid growth, such as issues in supply, distribution, and seizing the consumer mindset. These experiences have laid a solid foundation for Milkground to reach the scale of tens of billions. After all, enterprises that have not experienced setbacks need to be more vigilant against potential risks.</p><p class="ql-block"> </p><p class="ql-block">Consumer Trends: Upgrading in the Big Health Sector and Highlighting Diverse Demands</p><p class="ql-block"> </p><p class="ql-block">The urban middle-income and above classes in China firmly aspire to a better life. Although there may be a phenomenon of consumption downgrading in the short term, the big health sector continues to maintain an upward trend. In the food and beverage industry, consumers pursue products that "add" nutrition and "reduce" the burden. Natural and fresh foods are highly favored. At the same time, consumer demands are becoming increasingly diverse, and factors such as cost-effectiveness, appearance, and quality are all essential. This not only poses challenges to enterprises but also prompts leading enterprises to continuously enhance their competitiveness to win a larger market share.</p><p class="ql-block"> </p><p class="ql-block">The Key to Success for Consumer Goods: Supply, Distribution, and Seizing the Consumer Mindset</p><p class="ql-block"> </p><p class="ql-block">Jiang Nanchun emphasized that the key to the success of consumer goods lies in supply, distribution, and seizing the consumer mindset. Brands should not only achieve extensive coverage on physical shelves but also occupy a place in consumers' minds. Traffic is merely the result of a brand winning the hearts of consumers. Truly understanding consumers' preferences is the fundamental to achieving growth. The business competition in China has gone through three stages: supplying high-quality products, deeply penetrating the sales channels, and winning the consumer mindset. Among them, winning the consumer mindset is the core. Brands need to have a clear positioning so that consumers can firmly choose them among numerous options.</p><p class="ql-block"> </p><p class="ql-block">Milkground's Strategic Direction: Focusing on Cheese and Expanding the Necessity Market</p><p class="ql-block"> </p><p class="ql-block">As the preferred brand in the cheese field in consumers' minds, Milkground should focus on its cheese business to achieve strategic growth. It should expand from a casual snack to a necessary product for growth, expand the target audience from the current scope to the group aged 3-15 and even a wider range, and transform impulse purchases into household necessities. For example, it can develop exclusive products for different age groups to meet diverse consumer demands.</p><p class="ql-block"> </p><p class="ql-block">The Support of Focus Media: Precise Reach and Market Expa</p>