Seize the opportunity to improve the quality of domestic milk powder products

Introduction: the attractive development prospect of the milk market, coupled with the low threshold of the industry, has led to the influx of dairy manufacturers from all over the country, and various food and beverage manufacturers have also turned to develop dairy products, including some famous large-scale domestic enterprises that are also adjusting their product structure and preparing to enter the dairy industry, especially the milk powder with large profit margin However, both the original milk powder manufacturers and the new enterprises are preparing to enter the milk powder market, they seem to focus on the development of low-cost ordinary milk powder, and have no intention to compete with the imported brands in the middle and high-end milk powder market Recently, China food daily published an analysis of why domestic milk powder is difficult to develop its own high-end products Compared with liquid milk, domestic milk powder is obviously inferior to imported milk powder The high price and high quality domestic liquid milk in the market is already a dazzling array Guangming, Yili, Miaoshi and other brands have their own high-end liquid milk products In the milk powder market, take 400g formula milk powder as an example, the domestic milk powder below 20 yuan accounts for the vast majority, while the price of imported milk powder is often three times or higher than that of domestic milk powder For example, the price of American Wyeth's golden baby is as high as 81 yuan / 400g The high price of imported milk powder mainly comes from the scientific and technological content and brand value of its products, except for import tax, transportation cost and damage rate In fact, the gap between domestic milk powder and imported milk powder is not obvious in technology All kinds of high-tech substances contained in imported milk powder, such as arachidonic acid (AA), DHA, nucleotides, β - carotene, etc., have raw material manufacturers in China, and the addition cost is almost the same or even lower than that in foreign countries The main purpose of positioning domestic milk powder products in the low-end consumer market is to expand market share and increase sales, while the development of high-end products is afraid of the limited capacity of the target consumer market, and the sales volume is difficult to guarantee under the premise of increased cost, which brings business risks Low price can always win a larger market share, but it is difficult to create a brand with low price On the one hand, domestic milk powder is afraid of the brand advantage of imported milk powder, on the other hand, it gives up the high-end product market that can create the brand most On the contrary, Mead Johnson, Wyeth and other imported brands clearly regard high-end consumers as their main sales target, and high-end formula milk powder as the "key" to enter the Chinese market Dairy products is a long-term life cycle industry When the market matures to a certain extent, brand will become the key factor of enterprise competitiveness The loss of domestic milk powder brand means the loss of future market The long-term low-price marketing not only has a negative impact on the brand, but also damages the interests of middlemen and retailers and loses the circulation channels of products At the same time, the homogeneity of products reduces the long-term competitiveness of products, causes price competition and restricts the overall development of the industry At present, the dairy market is not a price sensitive market, and the consumption concept affects the purchase behavior of consumers to a greater extent than the product price Especially for infant formula, product quality is more important than price Take the 400 g infant formula milk powder with a price of 40 yuan as an example The average daily consumption of an infant is no more than 10 yuan For a young Chinese family with only one child, this is not an unbearable price They are more concerned about the nutritional value of the product to their children Under the guidance of the concept of high price and high quality, the quality of 40 yuan milk powder must be higher than 10 yuan milk powder In fact, the consumption of dairy products is a kind of healthy consumption With the continuous improvement of people's living standards, once growing consumers have certain consumption ability, they will immediately abandon low-grade products and buy high-grade products with higher added value and brand advantage A few years ago, China's domestic color TV industry used to drive out foreign brands with low prices, but now Toshiba, Sony and Philips have brought their high-tech, high-value-added color TV back to the Chinese market China's dairy industry is in an unprecedented opportunity for development In the high-speed development stage of the market, it is very important to continuously improve the added value of products, strengthen the ability of technological development and technological upgrading.