Analysis of Market Share and Competitive Strategy of Bright Dairy's Milk Powder Business

Based on the searched information, I provide you with a detailed analysis of the market share and competitive strategy of Bright Dairy’s milk powder business.

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Bright Dairy ranks in the third echelon in China’s dairy market, but the proportion of its milk powder business is relatively small, belonging to the

[1]. According to 2024 data, Bright Dairy’s overall market share has dropped from a peak of [2], reflecting the great pressure the company faces in overall market competition.

Despite pressure on its overall business, Bright Dairy’s milk powder business achieved a

in the first three quarters of 2025[2], showing a good growth momentum. However, compared with industry head enterprises, the scale of Bright Dairy’s milk powder business is still limited:

Enterprise Type	Representative Enterprises	Proportion of Milk Powder Business
First Echelon (over 80%)	China Feihe, Beingmate, Ausnutria, Yashili International	80%+
Second Echelon (30%-80%)	Western Animal Husbandry, H&H International Holdings	30%-80%
Third Echelon (below 30%)	Bright Dairy, Sanyuan, Yili, Mengniu, etc.	<30%

[1]

In the segmented market, Bright Dairy still maintains a market share of

[2], retaining regional competitive advantages. Once known as the “King of Low-temperature Milk”, the company has profound historical accumulation and channel advantages in this segment.

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Bright Dairy takes “Fresh Nutrition” as its core strategic label, and through the

[3], retains the active nutrients in milk to the greatest extent (immunoglobulin ≥100mg/L, lactoferrin ≥30mg/L), forming a clear differentiation from room-temperature milk.

Bright Dairy has built a product system covering different price ranges:

• Basic Fresh Milk Series
  : Meets mass consumption needs
• Youbei Series
  : Mid-to-high-end positioning, containing 220mg/L of immunoglobulin and 50mg/L of lactoferrin
• Zhiyou Series
  : High-end products, adopting imported low-temperature ceramic membrane production lines from France
• Zhiyou Jersey Series
  : Ultra-high-end positioning, with a protein content of 3.8g/100ml
• Fresh Pasture
  : Ultra-pasteurized milk, with a shelf life extended to 15 days, facilitating national expansion

[3]

are one of Bright Dairy’s core competitive advantages. The company provides home milk delivery services in Shanghai and over 30 surrounding cities through the “Bright Easy Order” platform, and this channel has the following characteristics:

• High consumer stickiness and strong brand loyalty
• Higher profitability than traditional channels
• Effectively resists the penetration of national dairy enterprises

[3]

In 2024, Bright Dairy signed actor Wu Lei as the brand spokesperson for Youbei, released the “Fresh Nutrition” strategic upgrading plan, and launched

, attempting to reshape its brand image through the triple narrative of technology, celebrity, and product[2].

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• Market share in East China has continued to decline from 45%
• Revenue in Shanghai decreased by 5.39% year-on-year in 2024
• Revenue from liquid milk business fell by 9.47% year-on-year in 2024, with the decline rate 2.3 times the industry average

Bright Dairy’s sales gross profit margin in 2024 was

, which is much lower than Yili’s 36.05% and Mengniu’s 41.75%[2]. To cope with competition, the company was forced to reduce the unit price of low-temperature fresh milk by 8%, compressing the gross profit margin by 4.3 percentage points.

The market concentration of the infant milk powder market has further increased, with the

, forming an oligopoly dominated by Feihe, Yili, Danone, Nestlé Wyeth, and FrieslandCampina[4]. Bright Dairy faces great competitive pressure in the milk powder segment.

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The growth of Bright Dairy’s milk powder business mainly relies on:

1. Regional Deep Cultivation Strategy
   : Consolidate the leading position with a market share of over 35% in the low-temperature milk market in East China
2. Product Structure Upgrading
   : Improve profitability by launching ultra-pasteurized milk and mid-to-high-end products
3. Channel Efficiency Improvement
   : Enhance consumer stickiness by leveraging the unique advantages of home milk delivery channels
4. Asset Optimization and Adjustment
   : Sell the assets of Synlait to focus on core businesses, which is expected to increase net profit by NZ$10-15 million

[2]

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[1] Qianzhan Industry Research Institute - “2025 Analysis of China’s Maternal and Child Segmented Market: Fierce Competition in the Infant Milk Powder Market”
[2] Fortune Account - “Bright Dairy, the Third Largest Dairy Enterprise in China with Annual Revenue of RMB 24 Billion”
[3] Northeast Securities - “In-Depth Industry Report on Bright Dairy”
[4] Southern Metropolis Daily - “Four Foreign Enterprises See Growth in Their Milk Powder Businesses in China: How Should Domestic Milk Powder Brands Respond?”