下篇：破局指南｜奶酪企业的发展路径与战略建议

Part III: Breakthrough Strategies｜Development Pathways and Strategic Recommendations for Cheese Enterprises

在前两篇中，我们解析了中国奶酪市场的现状、消费特征与宏观环境，明确了行业正处于复苏拐点，长期增长潜力巨大。对于奶酪企业而言，如何抓住政策红利、消费升级机遇，突破发展瓶颈、实现高质量增长？今天，我们给出针对性的发展建议，助力企业在奶酪赛道实现破局。

In the previous two parts, we analyzed the current landscape, consumer characteristics and macro environment of China’s cheese market, confirming that the industry is at an inflection point of recovery with enormous long-term growth potential. For cheese enterprises, how can they leverage policy dividends and consumption upgrading opportunities, break development bottlenecks, and achieve high-quality growth? This article offers targeted strategic recommendations to help players forge a breakthrough in the cheese sector.

一、宏观环境补全：消费与技术的双重驱动

Macro Environment: Dual Drivers of Consumption and Technology

在上篇中，我们介绍了政策与经济对奶酪行业的赋能，今天补充消费与技术两大核心驱动因素，完整呈现行业发展的宏观支撑。

In the previous part, we outlined how policy and economic factors empower the cheese industry. This section supplements the two core driving forces—consumption and technology—to present a complete picture of the industry’s macro support.

（一）消费端：价格敏感与价值追求并存，人群、场景双破圈

Consumption: Coexistence of Price Sensitivity and Value Pursuit, Dual Expansion in Consumer Groups and Usage Scenarios

当前奶酪市场，消费者呈现“双重需求”特征：一方面，市场均价呈下降趋势，消费者对价格较为敏感；另一方面，对“高蛋白、轻负担、功能性”（如减盐、益生菌）产品的需求持续增长，为产品价值提升提供了空间。益生菌、膳食纤维、牛磺酸等功效成分的添加，能够精准满足消费者的健康保健需求，成为企业吸引用户的重要抓手。

Today’s cheese market is defined by consumers’ dual demand characteristics: on the one hand, as average market prices trend downward, buyers remain relatively price-sensitive; on the other hand, demand for products featuring high protein, low burden, and functionality (e.g., low-sodium, probiotic-enriched) continues to rise, creating room for enhanced product value. Incorporating functional ingredients such as probiotics, dietary fiber and taurine can precisely meet consumers’ health and wellness needs, becoming a key tool for enterprises to attract users.

同时，消费人群与应用场景实现双重破圈：从核心的儿童群体，逐步向青年、中老年人群拓展，“家庭消费”成为新的增长场景；零售端，从单一零食向家庭烘焙佐餐（如芝士片、马苏里拉）延伸；餐饮端，从西式快餐、烘焙，快速渗透到新式茶饮（奶盖）、中餐（芝士火锅、芝士排骨）等场景，进一步提升奶酪的消费频次。

Meanwhile, consumer groups and application scenarios have achieved dual expansion: from the core child segment to young adults and middle-aged & elderly groups, with household consumption emerging as a new growth scenario. In retail, cheese has evolved from a standalone snack to household baking and cooking ingredients (e.g., sliced cheese, mozzarella). In foodservice, it is rapidly penetrating beyond Western fast food and bakeries into new-style tea (cheese foam), Chinese cuisine (cheese hot pot, cheese ribs) and other scenarios, further boosting consumption frequency.

（二）技术端：工艺创新是核心，国产替代任重道远

Technology: Process Innovation as the Core, Domestic Substitution Still a Long-Term Task

菌种研发、膜过滤、精准发酵等加工技术，是提升奶酪产品品质、开发新功能（如益生菌奶酪）的关键。目前，头部乳企通过设备引进、工艺精进与原料奶标准化，逐步缩小与进口品牌的差距，但在高端产品领域仍存在瓶颈。

Processing technologies including strain R&D, membrane filtration and precision fermentation are critical to improving cheese quality and developing innovative functionalities (e.g., probiotic cheese). At present, leading domestic dairy enterprises are gradually narrowing the gap with international brands through equipment introduction, process optimization and raw milk standardization, yet bottlenecks remain in the high-end product segment.

未来，国产企业实现破局，需聚焦三大方向：一是奶源升级，夯实产品品质基础；二是加强菌种、工艺合作，突破技术瓶颈；三是切入差异化品类，打造核心竞争力。

To achieve a breakthrough, domestic enterprises should focus on three directions:

1.Upgrade milk sources to solidify product quality foundations;

2.Strengthen collaboration in strain and process development to break technical bottlenecks;

3.Enter differentiated categories to build core competitiveness.

此外，原材料端的国产替代与乳清副产品的高价值化利用，将是国产企业提升竞争力的关键路径，而供应链数字化则是提升效率、实现柔性生产的基础。

In addition, domestic substitution of raw materials and high-value utilization of whey by-products will be key pathways for improving competitiveness, while supply chain digitalization serves as the foundation for enhancing efficiency and enabling flexible production.

二、企业发展建议：从规模优势到价值优势的跨越

Enterprise Development Recommendations: Transitioning from Scale Advantage to Value Advantage

国内乳制品行业已形成“双寡头”格局，未来龙头企业将朝着“横向多品类拓展、纵向高质量升级”双向发展。类似可口可乐与百事可乐在格局稳定后向全球化、多元化拓展的路径，国内龙头乳企在健康消费大趋势下，需在稳固液奶业务基本盘的同时，以差异化、功能化、品牌出海为方向，打造新的增长引擎，实现多维度竞争。

China’s dairy industry has formed a duopoly structure. Going forward, leading enterprises will evolve in two directions: multi-category expansion and high-quality upgrading. Similar to Coca-Cola and PepsiCo, which pursued globalization and diversification after market stabilization, domestic dairy leaders should, amid the broad trend of healthy consumption, maintain their core liquid milk business while building new growth engines through differentiation, functionalization and brand globalization to achieve multi-dimensional competition.

对龙头企业而言，发展奶酪业务具有重要的战略意义，更是实现产业升级的关键：

For leading enterprises, developing the cheese business holds strategic significance and is critical to industrial upgrading:

第一，消费升级驱动增长。消费者对健康、营养、纯净配方的追求，使“清洁标签”、成分透明的奶酪产品需求激增，为高价值产品提供了广阔市场空间；

第二，消化原奶与提升价值。奶酪作为高技术含量的深加工产品，是提升原奶价值、摆脱基础产品同质化竞争的关键路径；

第三，引领产业转型。推动国民乳制品消费模式从“喝奶”向“吃奶”转变，是中国乳业优化结构、向高端价值链跨越的核心方向。

• Growth driven by consumption upgrading: Rising consumer demand for healthy, nutritious and clean-label products with transparent ingredients has surged, creating vast market space for high-value cheese offerings. 

• Raw milk digestion and value enhancement: As a technologically intensive processed product, cheese is key to elevating raw milk value and escaping homogeneous competition in basic dairy categories. 

• Leading industrial transformation: Shifting national dairy consumption from “drinking milk” to “eating dairy products” is central to optimizing China’s dairy structure and transitioning to higher value segments of the value chain.

  

三、具体发展方向：三大抓手，把握行业机遇

Specific Development Directions: Three Core Levers to Seize Industry Opportunities

当前，国内原奶产能过剩、奶价处于周期低位，进口乳制品价格优势逐渐消退，叠加政策红利，国产奶酪深加工产能布局迎来窗口期。企业可从以下三个方面发力，实现突破：

Domestic raw milk overcapacity, low milk prices, fading price advantages of imported dairy products, together with policy dividends, have created a window for domestic cheese processing capacity expansion. Enterprises can achieve breakthroughs in the following three areas:

1. 加快工艺创新，深耕B端业务

Accelerate Process Innovation and Focus on the B2B Sector 

在精进工艺、提升产品质量的基础上，加速B端业务开拓，通过奶源升级、工艺创新和场景深耕，实现从“规模扩张”向“价值提升”的转变。随着B端客户对高品质、定制化需求的增长，国产乳企需在工艺精进、供应链整合及副产品高值化利用上同步发力，才能真正与国际品牌抗衡，抢占B端市场份额。

On the basis of refining processes and improving product quality, accelerate the development of B2B business. Through milk source upgrading, process innovation and scenario-focused expansion, shift from “scale expansion” to “value enhancement”. As B2B customers increasingly demand high-quality, customized solutions, domestic dairy enterprises must simultaneously advance process refinement, supply chain integration and high-value by-product utilization to truly compete with international brands and capture B2B market share.

2. 全渠道协调发力，精准触达用户

Adopt Omnichannel Coordination for Precise User Reach

线上线下全场景融合已成为行业主流。线下渠道需深耕“近场消费”，除传统商超外，重点布局会员店、零食店等增长势头强劲的渠道；线上渠道需突破地理限制，利用数据工具精准洞察用户需求，重点发力即时零售、内容电商等新兴渠道，推动品牌数字化、零售化转型，精准触达目标人群。

Integration of online and offline scenarios has become the industry norm. Offline channels should focus on proximity consumption: in addition to traditional supermarkets, prioritize high-growth channels such as membership stores and specialty snack shops. Online channels should break geographic restrictions, use data tools to accurately identify user needs, and focus on emerging formats such as instant retail and content e-commerce. This will drive digital and retail transformation of brands and enable precise targeting of core consumer groups.

3. 产品纵向延伸，协同场景打造

Extend Product Lines Vertically and Build Synergistic Scenarios

奶酪素有“牛奶的精华”“奶黄金”之称，营养价值突出。当前C端奶酪棒产品周期企稳，企业需积极推新，实现产品纵向延伸：一方面，拓展用户群体，从儿童奶酪向青年、中老年消费者延伸，通过全年龄段产品与多元营销（如奥运IP联动），将奶酪从“可选零食”转变为“日常刚需”；另一方面，通过科技创新，打造“奶酪+X”跨界场景，如奶酪+速食、奶酪+餐饮再制产品、奶酪+健康零食等，提升奶酪的价值与消费频次，满足不同细分人群的个性化、功能化需求。

Known as “the essence of milk” and “milk gold”, cheese boasts outstanding nutritional value. With the consumer-end cheese stick segment entering a stable maturity phase, enterprises must actively launch new products to achieve vertical extension:

• Expand consumer coverage from children to young adults and middle-aged & elderly groups. Through full-age product portfolios and diversified marketing (e.g., Olympic IP cooperation), transform cheese from an “occasional snack” into a “daily necessity”.

• Through technological innovation, create cross-border “cheese + X” scenarios, such as cheese + ready-to-eat food, cheese + processed foodservice products, cheese + healthy snacks, etc. This will enhance cheese value and consumption frequency while satisfying personalized and functional needs of different segments.

总结Conclusion

中国奶酪行业正处于从“小众零食”向“大众刚需”、从“依赖进口”向“本土创造”的转型关键期。对企业而言，唯有将“规模优势”转化为由本土化技术创新、精准品牌协同和供应链效能共同构成的“价值优势”，才能在行业竞争中站稳脚跟。这不仅是企业赢得市场的关键，更是推动整个中国奶酪产业实现升级、开启长期增长的核心路径。

China’s cheese industry is at a critical juncture of transformation: from a snack to a mass daily necessity, and from import dependence to domestic innovation. For enterprises, only by converting “scale advantage” into “value advantage”—supported by localized technological innovation, precise brand synergy and efficient supply chain operations—can they gain a firm foothold in market competition. This is not only the key to winning market share but also the core pathway to upgrading China’s entire cheese industry and unlocking long-term growth.

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