At present, the dairy consumer market is facing the opportunities and challenges of the transformation of new and old kinetic energy, the surge of new retail, and the diversification of market consumption situation. For dairy companies, products, traffic, and brands have always been long-term propositions, and in the face of the "variables" encountered in the current industry and market, how to bring new performance growth? How will the dairy market develop in the second half of the year? The reporter interviewed Hou Junwei, general manager of Shanghai Ruinong Enterprise Management Consulting Co., Ltd., in his opinion, the price war in the dairy market will continue in the second half of the year, the market competition is still fierce, and small and medium-sized dairy enterprises will face a sluggish growth situation, but with the increase in investment in the low-temperature dairy market by large dairy enterprises, the increase in the direct sale of fresh milk by small and medium-sized farms, the consumption of fresh dairy products will continue to grow.
Hou Junwei, general manager of Shanghai Ruinong Enterprise Management Consulting Co., Ltd
Differentiated products come with "traffic"
In recent years, the growth rate of the dairy consumer market has slowed down, and dairy companies are also facing fierce sales pressure in the product market. In Hou Junwei's view, the slowdown in the growth of the consumer market is due to the impact of the overall economic development situation, and consumers' willingness to consume is not strong, resulting in consumers pursuing more cost-effective products.
Nowadays, consumers are increasingly sensitive to the price of goods. According to the results of NielsenIQ's survey on Chinese consumers' consumption preferences, the proportion of consumers who pay attention to low prices and value for money has increased, while the proportion of consumers who seek advanced value and maintain consumption habits is relatively small. 37% of Chinese consumers surveyed said they would change their consumption patterns and seek products at the best prices. 89% of consumers said that they have changed the way they shop, pursuing high cost performance through various methods and channels.
"From this point of view, the innovative marketing of dairy companies needs to be carried out from many aspects. The first is product innovation, which can be carried out in two directions, one is the micro-innovation of product concept, and the development of upgraded products on the basis of public awareness; The second is technological innovation products, through the introduction of new technologies, the development of differentiated products, so that it has a stronger competitiveness. The second is the innovation of marketing model, based on the increase in consumer demand for cost-effective products, enterprises can cooperate with the current hard discount business system, community group buying, etc., through supply chain innovation, to develop customized products and improve sales efficiency. Hou Junwei said.
From the perspective of market competition, the game between big brands and small brands is always staged, new products of leading enterprises are emerging in an endless stream, and the products of regional dairy enterprises are also full of new ideas. At present, Lanzhou's syrup yogurt series, Tianrun Dairy Factory Store and other regional dairy enterprises are very popular in local development by virtue of product particularity and geographical advantages, and have high traffic and popularity on social platforms. "Judging from the products in the current market, there are more and more products with regional characteristics, showing a situation of a hundred flowers blooming, and from the perspective of long-term development, this will become a trend. The reason behind this is that domestic consumers are increasingly recognizing with local culture, which leads to an increase in the recognition of local products, and dairy products with regional characteristics are the embodiment of local culture, so this will become a trend. Hou Junwei told reporters.
At present, using innovative product models to cut into the field of differentiation and achieve breakthroughs is also becoming the direction of dairy enterprises. In Hou Junwei's view, special dairy products such as goat milk, buffalo milk, and yak milk can form differentiation in the entire dairy category due to their relative scarcity. In China's traditional livestock production areas, such as Xinjiang, Qinghai, Inner Mongolia and other places, products with regional cultural characteristics are more acceptable in the minds of domestic consumers. "At the same time, there are also some emerging dairy production areas, such as plateau pasture milk in Yunnan and cold milk in Northeast China, which also have certain advantages. In addition, dairy products with functional features, such as virgin pure milk with high calcium, milk with selenium, yoghurt enriched with probiotics, etc., which can meet the needs of the target group and are becoming an important product type. ”
As the price war continues, the market competition is still fierce
In the face of the downward pressure of milk prices, many small and medium-sized ranches and animal husbandry groups have begun to build dairy processing plants and register brands for dairy sales.
In Hou Junwei's view, affected by the industry's "milk cycle", the survival of small and medium-sized ranches is under great pressure, in this case, to solve the sales of raw milk has become the main problem faced by small and medium-sized ranches, through the construction of small processing plants, the transformation of raw milk into dairy products, has become a current trend. "However, small and medium-sized ranches have not studied and judged the competition in the market, in the current market environment, dairy competition is fierce, price wars are frequent, and small and medium-sized ranches will inevitably be involved in the market competition, which is still difficult to solve the current problems faced by small and medium-sized ranches. Of course, there are some market opportunities if the processing plants built on small and medium-sized farms can produce differentiated products, such as specialty cheeses, casual retail dairy products, etc. ”
As Hou Junwei said, market competition depends on strength, and strength also includes R&D and marketing. No matter how the product is updated, the essence of market competition remains the same.
For the development trend of the dairy market in the second half of the year, Hou Junwei believes that the price war will continue, the market competition will still be fierce, and small and medium-sized dairy enterprises will face a sluggish growth situation. Secondly, the adjustment of the product structure will be more obvious, the structure of the original products in the market will be broken by the new structure, the original high-end products with the decline in price, the new high-end products will increase, will gradually replace the original high-end products. "Affected by the generally low prices in the dairy market, the entry-level consumer group will be further expanded, which will lead to an increase in the scale of consumption. In addition, with the increase of large dairy enterprises in the low-temperature dairy market, and the increase in the direct sale of fresh milk by small and medium-sized farms, the consumption of fresh dairy products will continue to grow. ”
In fact, the competition in the dairy market has not changed over the years, only the consumer has changed. Product power, channel power and marketing ability may be the key to the sustainable development of the brand, but how to stimulate the potential of dairy consumption in the next round of market competition has also become the focus of the development of the whole industry. Hou Junwei told reporters that first of all, the government, industry associations and other relevant departments will vigorously carry out dairy consumer education, start from the top-level design of industry consumption, and spread the voice of dairy consumption to the whole society. Secondly, enterprises should increase the freshness education of dairy products and guide consumers to drink fresh dairy products, so as to expand the sales scale of regional dairy enterprises. In addition, carry out a variety of dairy festivals, such as yogurt festivals, milk days and other activities, to increase social publicity and enhance consumers' awareness of dairy products. "It is necessary to develop new concept products to encourage consumers to try to buy sexually, and gradually influence consumption habits."
丨Source: Dairy Times reporter Yang Lixia
丨Editor of this issue: Dong Xianhe
丨School reading: Dong Xianhe
丨Producer: Zhang Yao Feng Bin
丨Director: Zhao Min
Statement: Without authorization, it is forbidden to reprint and use the original articles of this official account. Please indicate the source of the official WeChat of the Dairy Times; Part of the content reproduced on this platform comes from the network, and if it involves infringement, please contact to delete.
News Hotline: 0471-6564013
Advertising hotline: 0471-6564082 6564046