Dairy new regulations declaration period small and medium-sized brands busy dump import label difficult to jump "policy bump"

Original title: Dairy new regulations declaration period small and medium-sized brands busy selling import label difficult to jump "policy bump
January 1, 2018 is the last limit of infant formula registration New Deal, in the remaining 8 months, the submission of formula milk powder registration application is every dairy enterprises in the dry thing.
can say that under the pressure of going into stock, the milk powder market competition is very cruel. From the current milk powder enterprises published sales data, some people are happy and some people worry. When Feihe Dairy, Junlebao and other domestic milk powder enterprises announced that the first quarter of this year increased by more than 100%, the sound of the arrival of domestic milk powder spring began to ferment in the industry.
industry chaos period strong brand benefits
data show that Feihe high-end milk powder last year growth of 80%, and in the first quarter of this year, up 191% year-on-year, overall sales increased 34% year-on-year. Similarly, sales of Junlebao milk powder increased by more than 125 percent year-on-year in the first quarter of this year, core items increased by 237 percent year-on-year, and sales of high-end brand Erich, a high-end brand of Sanyuan milk powder, increased by 260 percent.
, the performance of the above-mentioned milk powder enterprises does not represent the overall performance of domestic dairy enterprises. Focusing on listed companies in the milk powder category, among the companies that have released their 2016 annual reports and earnings reports, Heshengyuan, Aussie Dairy achieved year-on-year growth, with Yasley and Bainmei losing money last year.
We all know that China's milk powder industry since 2016 began to implement infant formula registration system, at present, all milk powder enterprises are in the stage of active declaration materials, whether from the enterprise level or market channels, are preparing for the formal implementation of the New Deal.
" national requirements, a milk powder production license in principle should not exceed 3 series of 9 product formula, but at present, each enterprise is groping ahead, in order to be safe, enterprises will first submit 1-2 series of brands placed in the first batch of declarations. At the dealer level, there is concern about whether the brand agent can be registered, in the choice of brand will also choose the brand influence of the product for sale, and feel that can not be registered by small and medium-sized brands to increase the discount efforts to deal with inventory, the market is in anxiety and confusion. "A large dairy enterprises related to the person in charge of the "Securities Daily" interview, said that in accordance with the formula registration management methods, the current market has more than 2000 series of brands, according to the new regulations, the future will be 600 series will be retained, which imported milk powder brands about 200-300 series. Therefore, the New Deal for those small brands, the size of tens of millions of yuan of milk powder brands have a great impact, they will withdraw from the market.
In his view, many of the future foundry brands will be affected, because processing enterprises will retain their existing brands and future growth of high-growth brands, but will also take into account the digestion of capacity issues, so will give some of the larger brand opportunities, the volume of less than 100 million yuan of foundry brands will not be considered.
, with the implementation of infant formula registration system, the concentration of domestic milk powder brands will be greatly increased in the future. However, milk powder brands entering the Chinese market through Haitao and cross-border purchase channels are difficult to control. In addition, January 1, 2018 is the last big limit of the new milk powder policy, but in the specific implementation, there is still a long buffer period for implementation.
", milk powder produced or imported into the domestic market prior to January 1, 2018, although this part of the milk powder is not registered, but these products can be sold on the market during the shelf life of the product. Although the milk powder will still be available in the market in the next two to three years, the industry's trend towards a concentration of big brands will not change, the people said.
, in the chaos of the industry, the major brands are in the process of raising the curtain, trying to grab a bigger market share in the chaos.
April 11, Heshengyuan signed a contract with the famous actor Liu Wei, inviting the "three gold" movie emperor as Heshengyuan's brand protection ambassador, which is a high-end family nutrition and health industry leader Heshengyuan, can be said to be a heavyweight event.
imported brands for the identity of the
we all know that the number of domestic milk powder brands, even the industry authorities are difficult to give specific data. After the melamine incident in domestic milk powder, a large number of imported milk powder entered the Chinese market, which includes many branded brands. Now, under the new milk powder policy, what will their fate be?
recently, from the Danish milk powder brand wheat milk powder, caught in the "fake foreign milk powder" storm. According to the Securities Daily reporter, the brand's registered company in Denmark is named Mille BabyA/S, all of its infant formula exported to China is produced by Danish Arla dairy producers, and in January 2014 began to be officially sold in China, Melle Dairy (Shanghai) Co., Ltd. is its marketing headquarters in China.
2016 sales of 120 million yuan, the company's target for this year is 240 million yuan. Today, under the formula registration system, McKenna faces the same policy challenges as other labeled products.
to this, the head of the sales headquarters in China told securities daily that the company's own plant is expected to start production in the second half of the year, factory certification and formula registration, the company is actively arranged. In addition, the registration of recipes for the Macy's Co-ed Plant is also under way.
M expect future sales of 1 billion yuan, " Axel Castenschiold, chairman and co-founder of Macy's, said in an interview with the media. To achieve this goal, the factory needs to be expanded, but I think it can still be achieved.
dairy expert Song Liang told Securities Daily that the source of milk in northern Europe is higher than in southern Europe, Denmark's largest dairy company is Arla, the world's Nordic milk powder has basically no quality problems, so denmark's milk powder quality is good. The time to enter the Chinese market is not very long, product quality is no problem, the main market is China and Asia-Pacific market.
it is worth mentioning that agriculture and food are one of the most important industries in Denmark, with the Danish Agricultural Food Commission's member companies exporting more than DKK 157 billion per year. At the national level, the Danish government also attaches great importance to the Chinese market.
Regarding The export of Danish milk powder to the Chinese market, Christian Bruun Kastrup, chief dairy consultant of the Danish Agricultural Food Commission, told Securities Daily in an e-mail that as the average income level of Chinese consumers increases, the demand for high-quality food in the Chinese market will continue to grow, as will the demand for infant formula. Compared with other countries, danish milk powder brand in China, although the proportion is very low, but whether it is traditional or organic Danish infant formula, in the Chinese market has a good development opportunities. However, with the implementation of the formula registration system, the number of formulations has decreased significantly, which is also a challenge.
, according to Christian Bruun Kastrup, companies still rely on their expertise and skills in the industry. The Danish Agricultural Food Commission provides macro-level support to the entire Danish dairy industry, not direct assistance to businesses. Journalist Xia Fang.