Abstract: In the fourth quarter,the dairy market gradually stabilized, the price of raw and fresh milk declined,and the retail terminal price war was frequent. It can be seen from the statements of listed companies in the first three quarters of China that the top brands of dairy industry continue to grow at a high speed,but the growth rate of profits has slowed down. The performance of regional dairy enterprises has differentiated,and the profit has generally declined.The sales and profits of specialty dairy products have generally increased.The World Cup competition in the fourth quarter prompted domestic dairy enterprises to launch sports marketing,and Mengniu became the biggest winner. In the double"11" promotion,the strong is still strong.In December,the Spring Festival sales war began and the market competition was fierce. The new products in the fourth quarter showed the characteristics of high value,high nutrition and origin,which fully showed that consumers' demand for dairy consumption upgrading was obvious. With the gradual recovery of the market,such products will have a broad market.

Key words: dairy industry, slow growth, World Cup, consumption upgrading