Dairy giants under the blood to engage in their own strains, or to cross 3 mountains, the odds of geometry?

dairy companies are important players in the gut industry.dairy products as a kind of important fast-food products, by the consumer's acceptance, at the same time, on the one hand fermented dairy products have a long history and certain functional properties, on the other hand, more non-fermented dairy products also began to carry functions.china, the dairy industry has a huge scale, some head dairy enterprises are very strong, have enough human and financial resources to support, but also have enough market power to promote product innovation. Among them, the development of independent intellectual property rights fermentation, the addition of probiotic strains has become the focus of attention.we're going to talk about this today.International brands are almost monopolized but China's own strains have begun to shine Historically, almost all of the strains in Chinese dairy companies have come from two foreign companies duPont and Denmark's Cohansen dominate the probiotic raw materials market in China. DuPont accounts for about
50 percent of
, Denmark's Cohansen about
35 percent of
, and the rest of the manufacturers together account for only about
15 percent
.fact, DuPont's probiotic business also originated in Denmark.
2011
DuPont acquired
Dennis
for $6
3 billion. Its well-known strains include Rat Li sugar lactobacillus
HN001
, lactobacillus
HN019
, lactobacillus acidophilus
NCFM
, lactobacillus Bifidobacterium
Bi-07
and so on.founded in 1874
,
,
the largest market share of probiotic raw materials in the world. Its well-known strains include animal Bifidobacteria lactobacillus
BB-12
, lactobacillus
GG
(
LGG
), lactobacillus acidophilus
LA-5
, Roy's Lactobacillus

RC-14
and Lactobacillus
GR-1
, among others,
LGG
was purchased from
Valio
in
2016
.in addition to raw material strains, Chinese dairy companies have always had a model to follow with their own strains - to raise Lotto. It is popular all over the world by using the
fermentation products of the cheese lactic acid strain discovered by Japanese M.D. Daita in
1930.China's dairy enterprises bright sword - hand-in-hand core research and development partners probiotic strain is an important strategic resources and technology of Chinese dairy enterprises, but long-term collective dependence on foreign enterprises, one will cause high costs, and the other will limit their own innovation because of limited choice.So many Chinese dairy enterprises, especially head dairy enterprises layout of their own strains of research and development, such a layout is mainly divided into two ways, one is hand-in-hand core research and development partners, one is completely independent development.let's give three examples to see how we hold hands with our core research and development partners.august
,


,
2019, Mengniu Group held a celebration of the
20th anniversary
in Hohhot. At the meeting, Mengniu announced the establishment of a joint innovation laboratory with Inner Mongolia Agricultural University, and formally signed a strategic cooperation agreement.this is not mengniu and Inner Mongolia Agricultural University's first cooperation, but it is the cooperation specifications, the largest one.The research team of Inner Mongolia Agricultural University and the industrialization platform created by the team hatched - Koto Hengtong company has a full set of technology and experience in developing lactic acid bacteria resources, and has many original intellectual property rights strains, which is exactly what Mengniu needs.Australost Dairy, which is known for its infant formula dairy products, has chosen to capitalize its holdings in probiotic raw materials.June
, 2019
June
6

, Australasus announced that the company, through its wholisted subsidiary, may take a
26.1%
stake in FenghuaSheng Technology, a well-known Taiwanese probiotic manufacturer, if the transaction is finalized. Huasheng Technology in mainland China to control Anhui Jincho Biotech Co., Ltd., in the probiotic research and development strength should not be underestimated. And this marriage between Auyou and Fenghua Sheng Technology, whether it will reproduce the cooperation legend between Hesheng Yuan company and French Raman probiotics, worthy of our long-term attention. like Mengniu, Bright Dairy has also chosen to work with China's top food science research institutions, which are working with Jiangnan University. April

, 2017

, 2017, Bright Dairy Co.,
Ltd. signed a contract with Jiangnan University to jointly build a dairy science innovation laboratory, and signed the Plant Lactobacillus
CCFM8610
Strain Authorization Agreement, which was directed to Bright Dairy. this basis, The cooperation between Guangming and Jiangnan University has been deepening, and in the near future and in the future we can see more concrete cooperation projects on their own strains. China's dairy enterprises bright sword - its own strain products debut through the core partner's holding, coupled with the efforts of its own research and development team, China's dairy enterprises in recent years began to debut their own strain products. Let's give a few brief examples. June
,

, 2019, Yili announced that its yogurt brand, Yili, had fully adopted its own research and development of
BL-99
. you can see in the image above,
BL-99
this strain number is greatly written on the product packaging, become one of the eye-catching selling points. At the same time, Yili online and offline publicity, but also particularly reinforced the beneficial products in the strain is its own strain. this is a welcome step out of the traditional fast-disappearing channels of Chinese dairy enterprises. junlebao has chosen to launch its own strain product, the N1115
, in new retail
. This is a multi-strain probiotic and
2
kinds of probiotic combination of solid beverage products, but other strains, probiotics did not serve as a selling point, only highlighted the own strain of sub-cheese lactobacillus
N1115
. about
1115
, Junlebao's interpretation is that "after
1115
field experiments", slightly insanity, but the use of digital naming to reduce the cost of transmission, is still a good policy. in the high-end series
LB-8
of the new hope of "live" yogurt, they appeared in cooperation with the Huaxi Medical College of Sichuan University to develop the rat Liscobacteria GRX10

; According to the incomplete statistics of the existing public information, we can see that many Chinese dairy enterprises have their own strain reserves and product layout: These Chinese dairy enterprises in their own strains and related product research and development, promotion efforts, has brought the intestinal industry's important product forms - fermentation and functional dairy products innovation, competition in a new pattern. China's dairy enterprises need to cross the road of their own strains
3
mountains talking about Chinese enterprises and foreign well-known enterprises in the same taiwan competition, in different fields have wonderful stories of cooperation and competition; However, we believe that a healthy competitive relationship (competition
plus
cooperation) is a positive driving force for the development of the whole field, and we do not believe that china's dairy companies will have
A
,
B
,
C
three very like mountains (three competitive companies). we try to from the perspective of product development, marketing closely integrated, put forward three issues that may be worth thinking about and trying to break through. Dashan
1
: Can you effectively accumulate "unique" proprietary intellectual property patents to be registered, but not as a selling point But in the table above, we don't list it because we think it's important to have patent protection, but patents are not unique intellectual property. There are millions of patent applications in China every year, and ordinary consumers are hardly too excited about products that are supported by patents, so we recommend that dairy companies not get too tangled up in the endorsement of patents. Strain Numbers should think more about whether they can establish propagation properties In the table listed above, we are pleased to see that many enterprises have linked their own strain numbers to corporate brands, such as morning light (
CG-B1
), Imperial Dairy (
HS) RYFM1301
), Mengniu (
MN-ZLW-002
), Wahaha (
WHH1689
), there are also Junlebao so that the number of experiments as a strain name at the same time become a commodity name of the excellent operation. Later we would like to see more innovations in the naming of strains, either fully associated with the brand to highlight autonomy, or to put stories in it, or to be highly aligned with the product brand and promoted at a high intensity to form intellectual property rights like the Cohansen strain trademark: in addition, if the development of the strain is made by an individual
TheIP
is a very powerful scientist-led, can also be named like the cheese cheese strain, there are already very good cases in China - cheese cheese

, here
Zhang
is Professor Zhang Peace of Inner Mongolia Agricultural University. "unique" intellectual property rights should be able to serve the market and sales, is able to plants, product selling points into it, in the naming work, it is recommended not casual, but to make great efforts. created other labels that are unique to their own strains and since their own strains are trying to become a unique selling point for more products, more consideration should be given to labels on strains, including but not limited to registerable intellectual property rights. , Guangxi's Imperial Dairy went to Bama, the home of longevity, to collect the strain and apply it to yogurt products and solid beverages. It's a good idea to add a unique geotagata to strains and products. the development and naming of new strains should be inspired by this idea. , it may also be a good competitive weapon. For example, if Mengniu, Yili to Bama sieve bacteria and successfully applied in pure screening, Amoussi, the introduction of pure screening, Amusi's Bama strain, hit the longevity of the country this selling point, I am afraid Moslian yogurt will be a big impact is difficult to say. Bright Dairy should be thankful that only regional, smaller, limited national market influence of the Royal Dairy to take advantage of Bama this longevity label. to build a label is to build a brand. Whether it is the name of the strain and brand, people close, or with well-known geographical tags, or like the three-yuan food
166
yogurt with the "health hall", The Chinese Intestinal Congress and other labels together, the need for product owners to take into account the whole bit. Dashan
2
: Can the research of its own strains be in place in depth DuPont, Cohanson, their well-known strains, especially those such as
BB-12
,
LGG
have been independently trademarked strains, have very deep scientific research endorsement. For the own strains of Chinese dairy enterprises, the second mountain that must be crossed is to accumulate more research data in basic and clinical, to support the reliability, safety and functionality of the strains. otherwise, products that do not have effective data support may be useless, the bigger the wider the propaganda campaign may be anti-branding, or even if there are some serious security problems, may also bring the brand to the end of the disaster. To be honest, we don't think we can directly use in-depth scientific research to endorsement too many product selling points, ordinary consumers are more likely to be really attractive to the "label" attracted, but if you want to compete with foreign brands of strains, solid