Abstract: In 2022,China's milk production will reach 39.32 million tons,up 6.8% year on year.The output of dairy products was 31.18 million tons, up 2% year on year. The production of raw milk is sufficient,but the production has declined significantly,and the dairy market has entered a short-term adjustment stage. From the perspective of consumption changes,consumption degradation,consumption translation and consumption upgrading coexist,and dairy consumption has structural differentiation.From the perspective of product changes,low-temperature fresh milk has entered a comprehensive competitive stage and will replicate the development path of normal-temperature dairy products.The basic products of normal temperature milk increased rapidly,but the price competition was fierce.In the process of price reduction and price recovery of middle and high-end dairy products,the role of brand value is obvious.With the arrival of an aging society,adult milk powder has become a hot product in the market,and more and more enterprises have joined in the competition of this category.In order to explore new growth points in the market,dairy products such as ice-cream,milk wine,cheese and so on are valued.From the perspective of channel changes,online channels have received more attention from enterprises,and offline channels have also emerged new formats which are driving the channel reform of dairy enterprises.

Key words: consumption differentiation, price war, brand value, adult milk powder, sales channel