Liquid milk competition is gradually shifting from price to quality.

The registration of formula makes the milk powder industry increasingly standardized, while another dairy liquid milk is also undergoing an upgrade challenge. That year's "melamine" incident, affecting not only milk powder products, domestic dairy enterprises in the hearts of consumers of liquid milk in the good feelings also plummeted, imported liquid milk into the market. At present, imported brands continue to import, slow-moving domestic brands hope to "recover lost land", "upgrade" has become the common goal of both sides. From warm milk to low-temperature milk, from ordinary milk to organic milk, the category began to increase. How to carry out consumer training, how to ensure product quality, how to stand out among many brands, become a required course for all liquid milk brands.
Bashi milk into a wind mouth
driven by the trend of consumption upgrading, consumers' liquid milk consumption began to show the transition from warm milk to Pasteur milk, pasteur milk has become a domestic dairy enterprises must compete. The so-called pasteurized milk refers to milk treated by pasteurization. Low sterilization temperature, storage conditions for refrigeration, short shelf life is the three characteristics of pasteurized milk, because not all products are labeled sterilization technology, so consumers usually to the length of shelf life to identify which is pasteurized milk.
, Bright Dairy has upgraded its pasteurized milk brand and completed a breakthrough in the sterilization process from 85 to 75 degrees Celsius. With bright increased investment in pasteur milk, domestic dairy enterprises pasteur milk competition has been upgraded.
industry pointed out that pasteurized milk sterilization temperature is stable at 80 to 85 degrees C, sterilization time of 15 seconds, shelf life of 5 to 7 days. At present, Bright Dairy will reduce the sterilization temperature to 75 degrees Celsius, will certainly promote other enterprises to carry out industrial upgrading. For dairy enterprises, the future of Pasteur milk is an important business, with the weak regional advantages of Pasteur milk, the arrival of large dairy enterprises, how to attract consumers again also test the operation capacity of dairy enterprises.
the growth rate of organic milk is bright
in recent years, at room temperature milk is no longer a single variety of appearance, organic milk is becoming one of the hot spots of the upgrade of warm milk. The demand for high-quality products represented by organic food is growing rapidly, and under the circumstances of the slowdown in the general dairy industry, the increase in organic milk has increased significantly, and more and more well-known dairy enterprises have joined the competition for organic milk. In fact, the rapid development of organic liquid milk, including Yili Jin, Mengniu Trensu, Sanyuan Extreme, Sacred Pastoral and other organic warm milk and fresh milk brands, has greatly promoted the development of China's high-end liquid milk market, the core of market competition from price gradually into quality competition.
industry points out that in recent years, dairy companies have become increasingly interested in organic milk, a major reason is the high gross margin of organic milk and not yet fully developed domestic market space. Public data show that in the organic milk industry developed in Austria, France, Germany, organic milk powder market share has reached 30%, and whether organic milk powder or organic liquid milk, the market share is only 1% to 3%, there is still a lot of room for growth.
the pace of development, organic milk still faces a variety of problems. First of all, we need to solve the problem of consumer training, most domestic consumers for organic milk is only a half-knowing, and organic certification is also little known, dairy enterprises need to work hard in publicity. In addition, the current domestic organic milk customers are not many, which led to some upstream organic milk enterprises raw milk slow sales, coupled with the upstream dairy enterprises in recent years, the development of organic milk is still in the primary stage.
industry pointed out that organic milk follows a high standard, high requirements, but this cost will rise. Organic milk will become a new profit growth point after it solves the problem of consumer cultivation and channel upgrading.
the effect of upgrading the milk
although the rapid development of milk powder in recent years, but in terms of nutrition is still difficult to replace milk. At present, the domestic large dairy enterprises still to liquid milk and other products as the main source of income, Mengniu, Yili and other brands are the leader in this field. With the continuous expansion of the liquid milk market, product upgrading has become the main topic of liquid milk.
China Liquid Milk Industry Market Demand and Prospects Analysis Report 2017-2022 released by the China Institute of Commerce and Industry, the compound growth rate for 2012-2016 was 6.3%. The growth of liquid milk production has achieved steady and rapid development and become an increasingly important part of national consumption. As of 2016, China's liquid milk production reached 27.37 million tons, up 8.57 percent year-on-year. It is also estimated that China's liquid milk production will reach 32.51 million tons in 2018, an increase of about 9.72% year-on-year.
product upgrades are already starting to work. Public information shows that the Illi Gold Code is doing high-end re-upgrading, Gold Classic organic products and origin products are Yili in the liquid milk market to open up new areas, in line with consumers for healthy nutrition higher requirements. According to Yili's financial results, Yili's total operating income in the first half of 2017 was RMB33,494 million, up 11.32% YoY, and net profit was RMB3,368 million, up 4.52% YoY. Among them, Jinding, Amusi and other star products sales increased by 31%, new product sales contributed 7%.
industry insiders pointed out that organic milk and pasteur milk is currently one of the main ways to upgrade liquid milk, you can see that more and more consumers of liquid milk awareness gradually improved, pasteur milk and organic milk advantages are being highlighted, sales are gradually improving. However, dairy enterprises in the product upgrade at the same time, but also need to pay attention to whether the product can fit the consumer's consumption habits, in the sales channels and publicity still have to work hard. At present, the upgrading of domestic liquid milk products face problems such as low acceptance of consumer products, the future liquid milk still has a long way to go.
: Qian Yu, Prince Yang.