Abstract:In recent years, with the progress of agricultural technology, wheat planting has gradually achieved large-scale and standardization, which has provided a stable and high-quality supply of raw materials for the wheat flour industry and laid a solid foundation for the sustainable development of the industry. Since 2023, the state and government departments have successively introduced a number of industrial support policies to vigorously promote the development of the grain industry. For example, during 2023, the central government will implement a new round of 100 billion catties of grain production capacity improvement actions, consolidate the foundation of food security in an all-round way, continue to increase the minimum purchase price of wheat and rice, increase the scale of incentive funds in large grain-producing counties, and take multiple measures to improve farmers' enthusiasm for growing grain. In this context, the sown area of wheat in 2023 will reach 354 million mu, an increase of 1.632 million mu or 0.5% over the previous year.
1. Definitions and Classification
Wheat flour is a powdered product made by grinding wheat finely, and is one of the most common food ingredients and an important ingredient for making bread, noodles, pastries and other foods. According to the different protein content, wheat flour can be divided into high-gluten flour, medium-gluten flour and low-gluten flour. In addition, there are some wheat flours for special purposes, such as gluten-free wheat flour, fortified wheat flour (with added vitamins and minerals), etc.
Second, industry policies
1. Competent authorities and regulatory system
The National Development and Reform Commission and the State Administration for Market Regulation manage the wheat flour industry in terms of industrial macro planning. The National Development and Reform Commission is mainly responsible for researching and formulating industrial policies and industrial development plans, promoting the reform of the industrial system, and promoting the development of industrial technology. The State Administration for Market Regulation is responsible for the supervision and management of food production and operation and food safety, and establishes a supervision and inspection system covering the whole process of food production, circulation and consumption.
China Food Industry Association, China Grain Industry Association and China Food Science and Technology Society are national self-regulatory organizations in the wheat flour industry, which manage the industry in terms of technical standards and industry promotion, and are responsible for the industry and market research of the wheat flour industry, putting forward industrial development suggestions to government departments, and promoting foreign exchanges in the industry.
2. Industry-related policies
As the main food crop on the mainland, the cultivation and production of wheat is of great significance to achieving national food security, promoting the development of agricultural production and improving people's living standards. In recent years, the central government and local government departments have issued a number of policies to actively support and promote the development of the wheat industry, such as the "Xiamen Food Emergency System Key Enterprise Management Measures", "Notice on Printing and Distributing the Support Policies for Accelerating the Development of the Grain Industry at the Same Level in Quzhou City in 2023", "Wuhan Food Emergency Security Enterprise Management Rules (Trial)" and other policies, all of which propose to increase the processing/supply capacity of wheat and wheat flour to ensure the supply of wheat and other food crops.
3. Industry barriers
1. Sales channel barriers
As a kind of fast-moving consumer goods, the construction of sales channels determines whether consumers can easily obtain the corresponding products, and perfect sales channels are an important foundation for the long-term development of wheat flour enterprises. At present, the main wheat flour enterprises in the industry have experienced a long period of accumulation and maintenance in terms of sales network and channel construction, and have established a relatively mature sales system, forming channel advantages in product promotion and brand maintenance, and new enterprises will face higher sales channel barriers.
2. Qualification access barriers
The food industry is closely related to the daily life of consumers, and the quality and safety of food are related to the health of consumers. The Food Safety Law of the People's Republic of China (amended in 2021) clearly stipulates that enterprises can only carry out food production and business activities if they have the required production conditions and a sound food safety management system.
3. Brand barriers
Under the trend of consumption upgrading, consumers will pay more attention to brand awareness when choosing products, and well-known brands with good reputation are more likely to be favored by consumers. Wheat flour is closely related to the daily diet, and the unit price of the product is not high, but the quality of the product is related to the health of the consumer's diet, so well-known wheat flour products are often the first choice of consumers. It is difficult for new entrants to establish a brand advantage in a short period of time, which in turn forms brand barriers.
Fourth, the industrial chain
1. Analysis of the industry chain
The upstream of the industrial chain of the wheat flour industry in mainland China is mainly composed of wheat planting links, involving wheat breeding, planting, harvesting and other links. As the main raw material, the quality and yield of wheat directly affect the production efficiency and product quality of the wheat flour industry. In recent years, with the progress of agricultural technology, wheat planting has gradually achieved large-scale and standardization, providing a stable and high-quality supply of raw materials for the wheat flour industry and laying a solid foundation for the sustainable development of the industry. The industrial chain of China's wheat flour industry is shown in the figure below:
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