蒙牛“逆袭”：从困境突围，海外拓展与业绩增长双丰收

ITBEAR科技资讯12-03

近年来，中国乳制品行业面临诸多挑战，但蒙牛集团凭借务实战略与国际化布局，在逆境中实现突围。这家深耕行业近三十年的企业，通过调整业务重心、优化资产结构，不仅稳住了国内市场，更在东南亚市场开辟出新的增长极。时间回溯到2015年，蒙牛派出一支十余人的团队远赴印尼雅加达，试图在热带国家推广冷饮产品。领队王嘉成最初计划通过传统渠道商打开市场，却遭遇了当地品牌壁垒与供应链体系的双重阻力。面对困境，团队转而采取...

网页链接

免责声明：本文观点仅代表作者个人观点，不构成本平台的投资建议，本平台不对文章信息准确性、完整性和及时性做出任何保证，亦不对因使用或信赖文章信息引发的任何损失承担责任。

精彩评论

我们需要你的真知灼见来填补这片空白

发表看法

{"i18n":{"language":"zh_CN"},"isChannel":false,"data":{"share":"https://www.laohu8.com/m/news/2588021937?lang=zh_CN&edition=full","thumbnail":"","is_english":false,"pubTime":"2025-12-03 06:20","share_image_url":"https://static.laohu8.com/9a95c1376e76363c1401fee7d3717173","id":"2588021937","market":"hk","top_or_hot":-1,"title":"蒙牛“逆袭”：从困境突围，海外拓展与业绩增长双丰收","media":"ITBEAR科技资讯","content":"<div>\n<p>近年来，中国乳制品行业面临诸多挑战，但蒙牛集团凭借务实战略与国际化布局，在逆境中实现突围。这家深耕行业近三十年的企业，通过调整业务重心、优化资产结构，不仅稳住了国内市场，更在东南亚市场开辟出新的增长极。时间回溯到2015年，蒙牛派出一支十余人的团队远赴印尼雅加达，试图在热带国家推广冷饮产品。领队王嘉成最初计划通过传统渠道商打开市场，却遭遇了当地品牌壁垒与供应链体系的双重阻力。面对困境，团队转而采取...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN2025120306561295277edb&s=b\">网页链接</a>\n\n</div>\n","source":"tencent","html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>蒙牛“逆袭”：从困境突围，海外拓展与业绩增长双丰收</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n蒙牛“逆袭”：从困境突围，海外拓展与业绩增长双丰收\n</h2>\n\n<h4 class=\"meta\">\n\n\n2025-12-03 06:20 北京时间&nbsp;&nbsp;&nbsp;<a href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN2025120306561295277edb&s=b><strong>ITBEAR科技资讯</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>近年来，中国乳制品行业面临诸多挑战，但蒙牛集团凭借务实战略与国际化布局，在逆境中实现突围。这家深耕行业近三十年的企业，通过调整业务重心、优化资产结构，不仅稳住了国内市场，更在东南亚市场开辟出新的增长极。时间回溯到2015年，蒙牛派出一支十余人的团队远赴印尼雅加达，试图在热带国家推广冷饮产品。领队王嘉成最初计划通过传统渠道商打开市场，却遭遇了当地品牌壁垒与供应链体系的双重阻力。面对困境，团队转而采取...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN2025120306561295277edb&s=b\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"IE00B29SXG58.USD","symbol_name":"FSSA CHINA FOCUS \"I\" (USD) ACC","start_time":0,"source_url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN2025120306561295277edb&s=b","article_id":"2588021937","we_media_id":null,"thumbnails":[],"rights":{"source":"tencent","url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN2025120306561295277edb&s=b","rn_cache_url":null,"customStyle":"body{padding-top:10px;}#news_title{font-weight:bold;#titleStyle#;}#news_description span{font-size:12px;#descriptionStyle#;}.footer-note{#statement#}","selectors":".mod-LoadTzbdNews, body","filters":".relate-stock, .hot-list, .recom-box, .wx-sou","directOrigin":true},"url":"https://stock-news.laohu8.com/highlight/detail?id=2588021937","pubTimestamp":1764714018,"columns":[],"sourceInfo":{"source_id":"tencent","name":"腾讯"},"weMediaInfo":null,"summary":"近年来，中国乳制品行业面临诸多挑战，但蒙牛集团凭借务实战略与国际化布局，在逆境中实现突围。时间回溯到2015年，蒙牛派出一支十余人的团队远赴印尼雅加达，试图在热带国家推广冷饮产品。自2021年10月起，国内原料奶价格持续走低，叠加消费需求收缩与疫情冲击，行业整体陷入困境。2024年上半年财报显示，蒙牛经营利润同比增长13.4%至35.4亿元，经营利润率提升至8.5%，毛利率上涨1.4个百分点。","collect":0,"end_time":0,"defaultTopTitle":"qq.com","property":[],"viewcount":null,"language":"zh","relate_stocks":{"IE00B29SXG58.USD":"FSSA CHINA FOCUS \"I\" (USD) ACC","LU0651946864.USD":"贝莱德新兴市场股票收益A2","IE00B067MR52.USD":"FSSA ASIAN EQUITY PLUS \"I\" (USD) ACC","LU0737861699.HKD":"FIDELITY CHINA FOCUS \"A \" (HKD) ACC","IE0009570106.USD":"FSSA ASIA OPPORTUNITIES \"I\" (USD) ACC","LU0228659784.USD":"施罗德金砖四国基金","LU1048588211.SGD":"Blackrock Asian Dragon A2 SGD-H","BK1589":"北水核心资产","LU0823426308.USD":"法巴中国股票基金","LU1051768304.USD":"贝莱德新兴市场股票收益A6","LU1224709979.USD":"FIDELITY CHINA FOCUS \"A\" (USD) ACC","BK1237":"包装食品与肉类","LU0370786039.SGD":"Fidelity Greater China A-SGD","LU0072462343.USD":"贝莱德亚洲巨龙基金","LU0588546209.SGD":"Eastspring Investments - China Equity Fund AS SGD","SG9999002828.SGD":"Eastspring Investments Unit Trusts - Dragon Peacock A SGD","LU0594300419.USD":"富达中国消费基金A","LU0650527681.SGD":"Fidelity China Consumer A-SGD","LU1023057109.AUD":"BGF CHINA \"A2\" (AUDHDG) ACC","IE0008368742.USD":"首域中国增长基金I Acc","IE00B97KM107.HKD":"FSSA ASIAN EQUITY PLUS \"I\" (HKD) ACC","LU0326950275.SGD":"Schroder ISF China Opportunities A Acc SGD-H","IE00B031HY20.USD":"FSSA CHINA GROWTH \"I\" (USD) INC","HK0000306701.USD":"TAIKANG KAITAI CHINA NEW OPPORTUNITIES FUND \"A\" (USD) INC","LU0128522157.USD":"TEMPLETON ASIAN GROWTH \"A\" ACC","LU2045819591.USD":"Natixis WCM Global Emerging Markets Equity R/A USD","BK1553":"奶制品股","LU1102505929.USD":"FIDELITY SUSTAINABLE EMERGING MARKETS EQUITY  \"A\" (USD) ACC","HK0000320223.HKD":"TAIKANG KAITAI CHINA NEW OPPORTUNITIES FUND \"A\" (HKD) ACC","LU1769817096.USD":"UBS (LUX) EQUITY SICAV - GLOBAL EMERG MARKETS OPPO \"P\" (USD) INC","LU2125910500.SGD":"Natixis WCM Global Emerging Markets Equity H-R/A SGD","LU0471298777.SGD":"Blackrock Nutrition A2 SGD-H","LU0287142896.SGD":"Fidelity China Focus A-SGD","IE0032834883.USD":"FSSA ASIAN EQUITY PLUS \"I\" (USD) INC","LU0359201885.HKD":"BGF CHINA \"A2\" (HKD) ACC","LU0251143458.SGD":"Fidelity Emerging Markets A-SGD","LU0211977185.USD":"EASTSPRING INVESTMENTS GREATER CHINA EQUITY \"A\" ACC","BK1597":"三胎概念","LU0163747925.USD":"EASTSPRING INVESTMENTS ASIAN EQUITY A ACC","LU0259732245.USD":"EASTSPRING INVESTMENTS DRAGON PEACOCK A","LU0307460666.USD":"EASTSPRING INVESTMENTS CHINA EQUITY \"A\" ACC","LU1102505762.USD":"富达新兴市场焦点 A","LU1439103000.SGD":"Fidelity Greater China Multi Asset Growth & Income A-MINCOME(G)-SGD","LU0029875118.USD":"TEMPLETON ASIAN GROWTH \"A\" INC","LU0048580855.USD":"富达大中华区A","BK1521":"挪威政府全球养老基金持仓","HK0000306685.HKD":"TAIKANG KAITAI CHINA NEW OPPORTUNITIES FUND \"A\" (HKD) INC","02319":"蒙牛乳业","LU0672654166.SGD":"FTIF - Templeton Asian Growth A (acc) SGD-H1","LU0385154629.USD":"贝莱德营养科学基金A2"},"translate_title":"Mengniu's \"counterattack\": breaking through difficulties, overseas expansion and performance growth double harvest","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"02319":0.9},"content_text":"近年来，中国乳制品行业面临诸多挑战，但蒙牛集团凭借务实战略与国际化布局，在逆境中实现突围。这家深耕行业近三十年的企业，通过调整业务重心、优化资产结构，不仅稳住了国内市场，更在东南亚市场开辟出新的增长极。时间回溯到2015年，蒙牛派出一支十余人的团队远赴印尼雅加达，试图在热带国家推广冷饮产品。领队王嘉成最初计划通过传统渠道商打开市场，却遭遇了当地品牌壁垒与供应链体系的双重阻力。面对困境，团队转而采取\"农村包围城市\"策略，推着泡沫箱装的雪糕走街串巷，以每根不到1元人民币的定价迅速渗透基层市场。通过深入社区调研消费习惯、参与村级活动建立信任，这个名为\"艾雪\"的品牌仅用数年时间就占据印尼40%的冰淇淋市场，并跃居东南亚第二大品牌。在终端市场突破的同时，蒙牛同步推进本土化生产布局。2018年投产的印尼优益C工厂，以4000万美元投资打造出3万平方米的智能化生产基地。该厂通过摩托车配送、分仓系统等灵活模式，构建起覆盖中小型批发商的立体销售网络，日产能达280吨的效率更创下集团内部纪录。如今，这里生产的乳酸菌饮品不仅畅销东南亚十国，还远销中东与澳大利亚市场。国际市场的成功并未掩盖国内市场的压力。自2021年10月起，国内原料奶价格持续走低，叠加消费需求收缩与疫情冲击，行业整体陷入困境。蒙牛此前通过并购扩张的战略也遭遇挑战：2013年收购的现代牧业股价跌破成本线，2019年购入的澳洲贝拉米品牌连续两年商誉减值超10亿元，2021年并购的妙可蓝多业绩出现波动。这些资产拖累使得\"再造新蒙牛\"的目标面临考验。转机出现在2023年新任总裁高飞上任后。这位从基层销售成长起来的管理者，上任即启动战略重组：对亏损项目一次性计提38亿元商誉减值，以12亿元低价出售新西兰优质工厂止损。在业务层面，他提出\"一体两翼\"新战略——以核心奶制品业务为根基，通过产品迭代与渠道下沉巩固市场；同时发力创新业务与国际化，要求所有板块必须实现\"有利润的收入、有现金流的利润\"。务实策略带来显著成效。2024年上半年财报显示，蒙牛经营利润同比增长13.4%至35.4亿元，经营利润率提升至8.5%，毛利率上涨1.4个百分点。其中冰淇淋业务以39亿元收入成为第二大增长极，艾雪品牌更将触角延伸至非洲市场。此前表现疲软的妙可蓝多收入增长12.3%，被计提减值的贝拉米也实现双位数反弹。集团同步实施20亿元现金分红，股东回报率超4%，市场信心显著回升。从基层销售到掌舵者，高飞的30年职业轨迹印证了其对行业本质的深刻理解。在乳制品工艺高度成熟的当下，渠道掌控力与品牌运营能力成为竞争关键。蒙牛通过剥离非核心资产、聚焦优势领域，既规避了价格战陷阱，又为国际化扩张提供了充足弹药。这种回归商业本质的转型，或许正为中国乳企突破增长瓶颈提供新范本。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"1","news_tag":"dataReport","news_rank":0,"symbols":[],"gpt_button":1,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"deviceId":"web-server-community-laohu8-v3","version":"4.35.9","shortVersion":"4.35.9","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2588021937","isCrawlerRequest":true}