"618" milk price war has no lowest, only lower, dairy companies "trading price for volume" to grab market share.

In 2026, the "618" major promotion has entered the final sprint stage, with a large number of e-commerce platforms participating. This year, the promotional efforts for both regular-temperature milk and low-temperature fresh milk by various brands are higher than in previous years, with some low-temperature fresh milk products prices falling to the same range as regular-temperature milk. Industry insiders believe that due to the low domestic raw milk prices, dairy companies have adopted a "price for quantity" strategy, leading to intense price wars in the low-temperature fresh milk market, which was previously considered a "profitable product" track. Overall, the promotional prices for regular-temperature milk by mainstream dairy companies are generally below 2 yuan per box. A third-party price comparison platform shows that the liquid milk products under several mainstream dairy companies have reached their lowest prices in history during this year's "618" period.