Three big brands of dairy industry fight against Beijing

Introduction: in terms of the current situation of domestic dairy industry, it is inevitable that dairy giants will fight against Beijing Shanghai has been the leader of China's dairy market for quite a long time, but the maturity of Beijing's dairy market three years ago is almost the same as that of Shanghai, especially in the past three years, Beijing's dairy market has developed rapidly due to the gradual formation of Beijing's consumer milk consumption concept According to statistics, Beijing now consumes about 30 kg of milk per capita every year According to the current development speed, it is possible to increase another 6 kg in two years, and the total demand for milk will reach 220 million kg The dairy farms in Beijing simply cannot meet this demand Ning Kungang, President of China Dairy Industry Association, said that under the rule of market economy, China's qualified dairy enterprises have taken the step of expansion, and face-to-face competition and confrontation between brands have begun, which can be seen from the advertising Now a large number of liquid milk product advertisements appear in prime time around the country or even CCTV, enterprises have begun to consciously cultivate the brand's national consumers In Beijing, the battle of brand and publicity expansion has already begun In addition, there is also an important reason for China's dairy giants to fight against the capital, that is, the severe situation faced by China's dairy industry after China's accession to the WTO With low cost, high level of industrialization and automation, foreign dairy products are competitive in China's dairy market It is understood that 13 of the world's top 23 dairy companies have landed in China In order to take the lead in the future dairy war, the Chinese dairy giants must adopt large-scale production and operation To achieve this goal, Beijing, with a high degree of maturity in the dairy market, is bound to become a strategic place in the dairy war At present, the dairy industry in Beijing has entered the Warring States period Guangming, Yili, Sanyuan, Sanlu, Mengniu, Xiajin, Junyao, pamarat It can be said that there are many heroes However, the three dairy giants, Guangming, Yili and Sanyuan, still have strong strength and sufficient milk reserves Sanyuan is a local enterprise with strong popularity Three years ago, it almost monopolized the whole market and the milk source in the upper reaches of Beijing In recent years, although he has been too distracted in the southern market due to the swarming of heroes, which makes his share of the dairy market in Beijing much less than before, he is determined to use "housekeeping skills" to keep his own door firmly Yili, the wolf of the north, built a factory in Miyun, a suburb of Beijing, a year ago to develop milk reserves Not to mention, Guangming's determination to attack the capital city is fully revealed by the large-scale factory invested in more than 100 million yuan of ground breaking construction At present, all the heavyweight players of the Beijing milk battle are ready, and only when the time is right, the Beijing milk battle can enter the white hot situation immediately Look at the market In Beijing, residents take out not only the local famous brand three yuan milk from the milk box in front of their home every day, but Guangming, Yili and Mengniu also quietly open their own exclusive stores, and implement the service of delivering goods to your home from one box at wholesale price In the supermarket, Yili, Guangming, Sanyuan and foreign brands stand side by side, enjoying preferential promotions, free tasting, publicity and consultation, which is quite lively In order to break into the Beijing market, a milk company in other places pioneered the promotion method of "first drink milk, then give money" And on the street, there are three rounds of milk delivery teams of various brands In addition, one of the outstanding characteristics of the current situation of Beijing milk war is the endless variety and packaging At present, even experts can hardly tell exactly how many kinds of milk there are in the market, because there is a new variety in supermarkets or milk stations almost every few days, and the packaging is changing with each passing day No matter what level of consumers you are, there are always good packaging you like According to the analysis of experts in the industry, the focus of the dairy industry in Beijing in the future will be the competition of milk sources "He who gets milk gets the world." All competitors understand this and focus on milk sources for future strategy At present, China's dairy giants mainly adopt the strategy of "company + farmer", and realize the expansion of milk source by means of "decentralized feeding, centralized milking, quality based pricing and comprehensive service" Sanyuan and Guangming even plan to establish their own milk source base in Australia At the same time, the light capital production strategy of "using technology as milk source" and "turning the production and management capacity of cattle into technology and patent" are regarded as the best way to realize the rapid expansion of milk source Some experts further pointed out that although the milk source is important, the decisive factor in the battle of Beijing milk is the innovation of the enterprise itself On the one hand, this innovation lies in the ability to learn and surpass the new economy and changes; on the other hand, it lies in the ability to localize the integration of Chinese and Western management Of course, the future of the dairy war in Beijing cannot be separated from the whole background of China's dairy industry After the tariff reduction after China's accession to the WTO, due to the low production cost of foreign dairy products, it will cause heavy pressure on domestic dairy producers, which will have a great impact in the short term The domestic dairy giants in the dairy war in Beijing will surely feel the external pressure, and the situation will be more complex At present, the total products of the top ten enterprises in China's dairy industry only account for 26.6% of China's total output, while that of the developed countries exceeds 50% No dairy enterprise in China can compete with it in scale According to the trend of development, some experts believe that in the near future, there will be several large dairy enterprises or enterprise groups in China to enhance market competitiveness by combining the strong with the weak or merger and reorganization If there is such a situation as experts say, the future milk war in the capital will be full of drama Because the first joint group or enterprise is bound to become the overlord of the dairy war in Beijing, while other dairy enterprises are bound to seek partners to improve their competitiveness, and the powerful foreign-funded enterprises will certainly not stand on the sidelines The milk war in Beijing will reach a white hot level It's hard to predict who will win, but it's certain that the consumers in the capital are always a profitable "Fisherman" in this dairy war (author:) share to feed Weibo share to: