Facing the "bottleneck period", looking for new energy Netease New Energy Dairy Industry Summit Held in Beijing

News from this website (Reporter Zhang Yu) On December 14, the "NetEase New Energy Dairy Industry Summit" hosted by NetEase Finance was held in Beijing.

NetEase New Energy Summit is the industry's top financial summit created by NetEase Media, focusing on the peak vision, exploring innovative energy, and jointly empowering the industry

Zhou Zhenfeng, deputy secretary general of the China Dairy Association, pointed out that during the "13th Five-Year Plan", China's milk production was 35.

Liu Chao, vice chairman and executive deputy secretary-general of China Dairy Industry Association, believes that the key work of China's dairy industry in the future will focus on six aspects

Digital differentiation becomes the focus of development

Zhao Xin, vice president of Yili Group, said that in the digital age, consumers are the core.

Li Pengcheng, deputy secretary of the party committee and executive president of Mengniu Group, pointed out that in the current market with diversified consumer demands, enterprises can find new tracks and create new "unicorns" through deep cultivation in subdivided fields and differentiated competition.

Yan Weibin, chairman of the board of directors of Ausnutria Dairy, believes that in order to develop high-quality enterprises, it must realize technology and high efficiency

Zhao Hui, general manager of Kantar Worldpanel North Region, said that compared with the data in 2020, four major changes in the domestic market are very obvious: first, the prices of consumer products in China have experienced negative growth; second, emerging channels continue to improve.

Under such changes, new flavors of dairy products emerge in an endless stream, low-temperature fresh milk grows vigorously, fashion IPs are channeled across borders, and packaging is creatively renovated, and the market is showing vigor

How to deal with the "bottleneck period" dairy enterprises

In the past two years, the overall development of the dairy industry has entered a bottleneck period.

Tang Hong, general manager of Beijing Sanyuan Food Co.

Han Chunhui, general manager of Guangzhou Fengxing Dairy Co.

On the issue of milk supply and later guarantee, Sun Yugang, executive president of Modern Dairy (Group) Co.

Li Ran, vice president of Nanjing Weigang Dairy Co.

How the milk powder industry broke down

After 2019, China's birth rate began to decline.

Chen Litao, chairman of Blue River Dairy, believes that if a company wants to achieve rapid development, it must first think from the perspective of consumers

Feng Jinmao, assistant to the president of Junlebao Dairy Group, said that in recent years, China's birth rate has declined and related demand has decreased, which has led to the "involution" of the industry and frequent price wars
.
However, there are also relatively well-developed companies in the industry.
After careful observation, the essence is still to work around the most fundamental things, including products, brands, services, etc.
, the fundamentals are well done, coupled with standardized market management, so as to stabilize the price of the product
.
For example, Junlebao added an internal code to the milk powder can this year.
Consumers can scan the internal code to confirm the flow of the product and trace the whole process, thus effectively regulating the market order
.
"In the long run, the standardization and orderliness of the market order is beneficial to enterprises, the industry, and ultimately consumers
.
" Feng Jinmao believes
.

　　Mou Shanbo, chairman and president of Yipin Dairy Group, believes that choosing a differentiated track is the key to breaking the game, and infant formula goat milk powder is a cake that has not yet grown
.
In 2019, Yipin Dairy launched pure sheep infant formula milk powder.
Although the current sales are only more than one billion, but looking at the global market, infant formula goat milk powder has not exceeded 10%, and there is obvious room for expansion
.
He expressed the hope that more domestic leading companies will enter this field and expand the market together, so that more consumers will realize that goat milk is a good product and are willing to try it
.

　　Chen Xiaodong, vice president of China Feihe, emphasized that innovation is the soul of the company, and technological breakthroughs can improve product quality in all aspects
.
Chen Xiaodong also said that not only in research and development, but also in filling gaps in the industrial chain, the company has also achieved breakthroughs in some key technologies, which also laid the foundation for Feihe's plan to supply products for all age groups
.

　　On the issue of how to stabilize product prices, Zhu Hui, director of public affairs of H&H Group in China, believes that in addition to optimizing its own product quality and enriching product categories, from an internal perspective, more refined management is needed to stabilize prices, improve The operational capabilities of enterprises, such as increasing the output of a single store and increasing the penetration rate, also include the digital transformation of the entire chain such as quality, R&D, and logistics
.
Faced with the disappearance of the milk powder market dividends and the slowdown in growth rate, the refined management of enterprises has become the top priority, and only in this way can the brand's market share be further increased
.
In addition, channels are also linked to stable prices
.
Zhu Hui pointed out: "The key is to promote the long-term and orderly development of the entire dealership partner, jointly educate the market and consumers, and jointly maintain the brand value
.
"

　　Responsible editor: Zhao Yu Review: Zheng Ying