Xinjiang dairy enterprises usher in the opportunity period of "Xinjiang milk out of Xinjiang"

On the one hand, it is the taste that consumers talk about with relish, and on the other hand, it is the presence of "like in the horizon".

Xinjiang milk needs to be re-understood

Is Xinjiang milk, which used to be in a corner, reliable? To answer this question, we have to start with the development experience of Xinjiang's dairy industry

Xinjiang has unique natural resource advantages and a long history of dairy farming.

According to Wang Wei, the former secretary-general of the National Public Nutrition Improvement Project Office, today's consumers are very concerned about the flavor of dairy products, and they will have a subjective sense of identity with the milk produced in Xinjiang, just as consumers are more willing to accept the milk produced in Inner Mongolia.

Shao Wei, deputy secretary-general of the Xinjiang Uygur Autonomous Region Dairy Association, once said in an interview with the media that the emergence of Xinjiang milk is not just a product of the positive emotional factors of domestic products

Xinjiang milk has a certain number of consumers

In addition to a certain amount of market size, the overall quality development level of Xinjiang dairy industry also needs to be addressed

Although the reputation of Xinjiang milk has gradually started, there are still many aspects that need to be improved

High-quality pastures are the core value of Xinjiang Milk

In the dairy industry, there is a saying that "whoever gets the milk source wins the world"

In recent years, the competition for milk source among various dairy companies can be regarded as incandescent

Although it is the second largest pastoral area in China and the number of dairy cows has long ranked second in the country, the "Xinjiang Dairy Industry Revitalization Action Plan (2019-2025)" still proposes to improve the quality and efficiency, and implement the optimization of the layout of dairy cows.

With the Tianshan Mountains as the boundary, Xinjiang is divided into northern and southern Xinjiang

　　Since the outbreak of the epidemic, people have paid more and more attention to their health and are more willing to choose healthy food and beverages.

　　Wang Wei pointed out that there are many factors that affect the quality of dairy products.

　　On social networks, there are hundreds of thousands of comments about Xinjiang Milk, among which the series of products launched by Tianrun Dairy, such as yogurt and milk beer, are favored by consumers

"Xinjiang milk goes out of Xinjiang" must learn to convert advantages

　　In recent years, Xinjiang Milk has become more popular on social platforms with young people as the main user

　　The "Xinjiang Dairy Industry Revitalization Action Plan (2019-2025)" proposes to accelerate the cultivation of "Xinjiang brand" dairy brands, take the market outside Xinjiang as the main growth point of consumption, and encourage enterprises to actively expand the market
.

　　As a representative of the development out of Xinjiang, in June this year, Tianrun Dairy made substantial progress in the layout of markets outside Xinjiang, and the Tianrun Qiyuan dairy product processing project was launched in Dezhou, Shandong
.
This is the first step that Tianrun Dairy has taken towards the market outside Xinjiang, which is of great significance for expanding the industrial chain, expanding the scale of the industry, establishing a dual-circulation market, and achieving high-quality development
.

　　In fact, many years ago, Tianrun Dairy has begun to lay out the dairy market outside Xinjiang
.
Data show that in 2016, Tianrun Dairy’s revenue from markets outside Xinjiang was 168 million yuan, accounting for 19.
27% ​​of its total revenue
.
In 2017, this figure grew to 445 million yuan
.
By 2021, with the promotion of the strategy of "using Xinjiang resources to develop the national market", the company will achieve a revenue of 2.
11 billion yuan and a dairy product sales volume of 243,300 tons
.
Among them, the market outside Xinjiang was 810 million yuan, an increase of 27% year-on-year
.

　　For Xinjiang dairy enterprises, going out of Xinjiang will be an inevitable choice for enterprises to develop to a certain period
.
According to the data, in 2021, the dairy production enterprises registered in Xinjiang achieved sales revenue of 8.
156 billion yuan, a year-on-year increase of 13.
58%; the sales volume of dairy products outside Xinjiang was 224,400 tons, a year-on-year increase of 32%
.

　　From the current point of view, only a few brands such as Tianrun Dairy have gone out of Xinjiang, and they are mainly sold in some large and medium-sized cities in a point-to-point manner, with a narrow coverage
.
Moving from the regional market to the national market is a daunting challenge for the Xinjiang dairy industry to upgrade
.
In this regard, Zhang Yongjian suggested that Xinjiang dairy enterprises plan to transform the production area advantages formed by resource endowment into product advantages, industrial advantages and market advantages
.

　　(Qi Wen)

"China Food News" (August 01, 2022 Edition 02)

　　(Editor-in-charge: Gao Jiaodi)