Market analysis report of dairy industry

Introduction: 1 Basic production situation and current situation of regional market 1 Basic production situation and current situation of regional market Since January 2004, milk production of enterprises across the country has continued to maintain a high-speed growth trend (1) Hebei Sanyuan new joint venture company was established On January 3, Sanyuan shares announced that it would set up a new joint venture company in Hebei and increase the capital of its milk source base Hulunbuir by 20 million yuan It has been revealed that Sanyuan Food Co., Ltd has mastered 80% of the milk sources around Beijing The main reason for the investment in Qian'an, Hebei Province, is the low labor cost, and the local government has issued many preferential policies In Hebei Province, Baoding Yonghua group and Shijiazhuang Sanlu Group invested and built a high-grade fresh milk production line in Baoding After nearly half a year's trial operation, it has achieved satisfactory results for both parties The production line is planned to produce 54000 tons of fresh milk annually This is very important to improve the quality of Baoding dairy production (2) every dairy enterprise in Xinjiang is beating the drum in spring The production of dehuangdi Tianyuan Shihezi formula milk powder processing plant will solve the problem of seasonal milk surplus of fresh milk processing enterprises and increase their share in the solid milk market The second phase of the project has been completed, and the production capacity will be increased by another 100 tons on the basis of the current daily output of 100 tons In order to reduce the cost of raising cows, Ruiyuan dairy of Bazhou and Denmark will change the practice of raising cows in captivity and introduce the mode of grazing plus supplementary feeding (3) Guizhou government has made a new plan for dairy development in the new year From 2004 to 2006, Guiyang will add 20000 cows, including 750 high-yield core cows, 4000 dairy farmers and 60000 mu of high-quality forage In order to ensure the realization of the goal, the city will increase the daily processing capacity of dairy products by 300 tons, build 40 milking platforms, 1500 dairy stores, 10000 cold chains in supermarkets and warehouses, and improve dairy product testing facilities The "reassuring milk project" with Guizhou Sanlian dairy as the main body was officially launched in January (4) 2100 improved breed cows introduced from Australia by Zhenglan Banner of Inner Mongolia Ximeng entered habiriga town of Zhenglan Banner of Xilingol League, which is the second large-scale introduction of the banner according to the plan after 1400 improved breed cows were introduced from Australia in the middle of June last year So far, Zhenglan Banner has introduced 3500 improved breeds of cows from Australia, with the largest number and scale in Inner Mongolia Autonomous Region In addition, the total number of dairy cows in Zhenglan Banner has reached 5963 (5) the construction of Xi'an dairy deep processing project in Shaanxi Province is close to the end in January, and the construction of Xi'an Yinqiao dairy deep processing project, which takes one year and has a total investment of 180 million yuan, is close to the end It is said that after the completion of the project, more than 2350 direct jobs will be created, which will greatly boost the feed industry, transportation industry, packaging and printing industry, catering industry and other related industries of Yinqiao company and its surrounding areas At the same time, among the four municipalities directly under the central government, the dairy production in Beijing and Tianjin continued to maintain high-speed growth, while the dairy production in Shanghai and Chongqing decreased by different degrees 2 Analysis of the national dairy price and brand consumption in January (1) analysis of the national dairy market price In January 2004, the average price of the national dairy was 2.10 yuan / 500ml, only up about 1.5% compared with 2.07 yuan / 500ml in the same period last year; the price of the national fresh milk retail market remained basically stable (2) purchase and consumption of terminal brands Based on the random sample data analysis of five cities in China, we find that: in Harbin, Heilongjiang Province, Wandashan, Mengniu and Yili are the top three; in Fuyang, Anhui Province, Yiyi, Yili and Guangming are the top three due to the strong advertising and terminal promotion; in Beijing market, Yili and Guangming are the top three It's Sanyuan, Yili and Mengniu In Nanjing, the top three laurels were taken away by the new green garden, Guangming and Mengniu In Shanghai, Guangming brand ranks the first with 93.4% share, followed by Nestle, Sandao, Le Baishi, Junyao, Parmalat and Yili, occupying the second tier In these cities, local brands generally occupy a more important position in the hearts of consumers, followed by national famous brands such as Mengniu, Yili and Guangming 3 Regional market sales (1) "market fluctuation" occurred in Tianjin liquid milk market in January Many 250ml fresh milk in bags with an average price of 1 to 1.8 yuan and 1 liter fresh milk have a certain reduction in price In the local area, the price of 240-250ml ordinary plastic bags or milk packaged by Tetra Pak is the highest when the price is between 1 yuan and 1.5 yuan After the Spring Festival, the competition in Tianjin dairy market is more fierce and the price war is beginning to show signs (2) the most outstanding market performance of Guangdong's dairy industry in January was the sharp reduction in the price of raw milk In the past, the price of raw milk could be sold at 3.8 yuan per kilogram, but now the best one is only sold at 3.1 yuan, and the worse one is only sold at 2.5 yuan According to some people who have been engaged in milk sales for many years, the main reason for this situation is that the price of Guangdong milk retail market is too cheap, "milk sells like mineral water" (3) the Qin figurines of milk powder from other places in Shandong Province have entered Shandong Province and their sales are extremely fierce (4) Sanlu, Hebei Province, carries out vigorous promotion activities in the supermarkets in Shijiazhuang Anyone who buys any 250ml milk of Sanlu Tetra Pak can get 150ml * 4 rows of Sanlu yoghurt However, the sales promotion of three yuan Tetra Pak pure milk in Shijiazhuang has not been stopped In January, the price was adjusted to 36 yuan / piece (250ml package) and a free video disc was attached, which greatly increased the sales volume of the month (5) the Beijing dairy market in January was also very busy The Yanqing Development Zone enterprise prairie dairy (Beijing) Co., Ltd put the first batch of "prairie" brand natural pure milk produced in its production base in Ordos City, Inner Mongolia into the Beijing market, and carried out large-scale free tasting activities In just a few weeks, the fragrance of milk induced by prairie milk soon opened the door of Beijing market, with daily sales reaching more than ten tons In addition, the purchase price of raw milk in North China and Northeast China is on the rise Although the purchase price of raw milk is 2 yuan per kilogram, it is still in short supply On the other hand, liquid milk promotion and price reduction become popular, while in the milk powder market, some enterprises started to increase the price in January, such as Wandashan's bottled milk powder, with a rise of 9 yuan per barrel 4 New products in the regional market: in January, there were many new faces in the dairy market The appearance of these new faces added many new forces to the already bustling dairy market (1) Nestle launched the middle-aged and elderly milk in the field of liquid milk Its product features low fat and high calcium The supermarket price is 8.9 boxes (1L package) This product is not only an attempt to transform Nestle milk powder into liquid milk, but also the perfection and subdivision of the liquid milk product series (2) following the successful launch of "pastoral yoghurt", Mengniu's new product "half day leisure", which focuses on catering channels, has also started operation in Qingdao And shortly after the introduction of cup-loaded pure milk, a cup-loaded fruit yoghurt was launched The yoghurt has a variety of flavors, such as yellow peach, grass mold, and so on In Hebei Province, the yoghurt was engaged in the activity of buying eight for four The price of 125ml eight joint cup plus four boxes is only 14 yuan (3) in Shantou, Guangdong Province, the plastic bottled milk of Shantou, Australia is quietly placed on the dairy shelves of major shopping malls According to the relevant responsible person of Australia, the carefully developed milk does not need to add any food preservatives (4) tianqin Qingdao tianqin dairy, Tianjin Institute of light industry, Heilongjiang Dairy center and other units developed "bovine colostrum fresh milk" in January The product is made of colostrum within 72 hours after calving and processed with high technology It is rich in immunoglobulin and can improve human immunity (5) bifidobacteria functional yoghourt is known as "the new generation of fermented dairy products in the 21st century" Bifidobacteria functional yoghourt was successfully developed by the Institute of biology, Gansu Academy of Sciences, and four flavors of juice yoghourt including carrot, kiwi fruit, strawberry and pineapple were formed by adding fruit and vegetable materials and flavor substances It is said that its market prospect is very broad The market is cruel, and there is a way to go French yogurt, known for its high-quality fruit yoghurt, announced its full withdrawal from the Chinese market in January It is said that the reason is that it has not made profits since entering the Chinese market 5 The development trend of China's dairy market 1 Dairy production will continue to grow rapidly, and the output will be further concentrated in the dominant main production areas In terms of regional distribution, the advantages of the main production areas will become more and more obvious, and the output will be further concentrated In 2003, Heilongjiang, Hebei, Inner Mongolia, Xinjiang, Shandong, Shaanxi and other dominant main production areas accounted for 68.3% of the total output of the country, compared with 63.3% in 2002 and about 60% in 2001 In 2004, the proportion of output in the main production areas will reach about 70% In addition, the dairy industry in Jiangsu Province is a typical representative of southern China However, in 2003, production in Hunan and Jiangxi developed rapidly, with an increase rate of 46% and 32%; in Fujian, Anhui, Yunnan, Sichuan, Guizhou, Hubei and other southern provinces, the increase rate also exceeded 20% In 2004, the dairy industry in the South will continue to grow rapidly 2 Milk consumption continues to grow, but the growth rate will slow down relatively In recent years, the growth rate of milk consumption of urban residents in China is more than 20% In 2003, the per capita consumption of milk (converted fresh milk) of urban residents has reached about 25 kg After several years of high-speed growth, the growth rate will slow down in the future It is estimated that in 2004, the growth rate of per capita consumption of urban residents will remain at about 15%, and the per capita consumption is likely to reach 29 kg In addition, the milk consumption level of rural residents is relatively high in the main milk producing areas or western regions, which will become an important force to drive the milk consumption of rural residents in the future 3 The market price is generally stable, but the prices in some main production areas may fluctuate With the increase of the number of cows in stock and the increase of the scale of enterprise investment, the dairy production will still maintain a considerable increase in 2004, but the growth rate of consumption of urban residents is likely to slow down As long as the production cost does not increase substantially, the market price of fresh milk will remain balanced as a whole, and some main production areas may even fluctuate or decline In 2003, the price of some main production areas showed signs of decline, which must cause the government departments to seriously balance, strengthen the macro guidance of the development of the dairy industry, and avoid blind development causing greater losses to the dairy industry Some major producing provinces and enterprises ready to enter the dairy industry should further strengthen macro-control Zxu