Mengniu: Monthly Tmall Business Review

The brief

The September 2022 review brought together industry performance and Mengniu's store-level results to support October decisions. It covered sales, consumers, products, channels and competitors, using the source report's year-on-year comparison with September 2021.

Zhou Longqing worked as a junior analyst, preparing complete store health reports for sub-brands including Deluxe and Fruit Milk.

The analytical approach

The work moved from the category to channels, then into individual sub-brands. It used data from the original commerce analytics and strategy platforms to distinguish broad market pressure from brand- and channel-specific performance.

1. Category review: Examine ambient dairy sales, consumer demand and the performance of major product types.
2. Store review: Break down sales drivers and assess audience and store health.
3. Sub-brand review: Compare Deluxe, Chunzhen and Fruit Milk, including product and competitor developments.
4. Recommendations: Translate findings into priorities for channels, products and the following month's activity.

Key findings

The source report recorded a 13.4% year-on-year decline in category GMV. Channel performance diverged: Tmall stores declined by 35.4%, while Tmall Supermarket grew by 2.7%.

Mengniu retained a reported 26.11% market share, although its transaction value declined by 2.48%. Deluxe grew by 10.6%, providing a useful case to examine against a declining category. Formulated milk grew by 31.9%, suggesting a product-segment opportunity.

Recommendations and deliverables

The review recommended investigating and addressing the Tmall store decline, increasing attention to Tmall Supermarket, examining what supported Deluxe's growth and adapting the product mix.

The deliverables were monthly store health analyses and practical recommendations for the next planning cycle. The figures above are findings about market and store performance in the source report, rather than growth attributed to the analysis itself.