In the room temperature liquid milk electricity business channel, the import milk occupies 2/3 proportion

Absrtact: The data shows that the imported milk occupies a 2/3 proportion in the room temperature liquid milk electric business channel. Imported milk at normal temperature in the electric business Channel rapid development and gradually threaten the local high-end milk. January 26, "First financial daily" access to the latest consumer index Kay

The data show that in the room temperature liquid milk electric quotient channel, the import milk occupies 2/3 proportion.

Imported milk at normal temperature in the electric business Channel rapid development and gradually threaten the local high-end milk.

January 26, "The first financial daily" access to the latest data on the consumer index Kay, in the overall fast consumer market growth slowed down, the import of milk still maintain a high rate of growth, market size and permeability have significantly increased. From the channel point of view, imported milk in the electric business channel has occupied the commanding heights. The data show that in the room temperature liquid milk electric quotient channel, the import milk occupies 2/3 proportion. In addition, from the price point of view, the average price of imported milk is far lower than high-end milk, which makes imported milk on the domestic high-end milk threat increased.

Threaten the local high-end milk

In fact, with President Xi's visit to Australia signed the zero tariffs on dairy products into China, the implementation of the FTA, in the future, the price of the people, channel differences, and gradually deepen the understanding of the imported milk will produce more and more impact on domestic milk. Shop number 1th and Mengniu dairy related officials pointed out that Two-thirds is only part of the market research institutions data, according to their research data imports at least 80% of milk temperature.

1th Shop related Responsible person told the reporter, import temperature milk from 2012 only began to enter China, in less than three years time, has been from the electric business channel sales accounted for zero to become now nearly 80%, followed by the local normal temperature milk online channel accounted for a significant decline in the local temperature milk online channel mainly to high-end milk mainly.

Dairy analyst Song told reporters that the price advantage of imported milk at room temperature is obvious, in addition, people's consumption preferences and security considerations, all make the import of room temperature milk has developed rapidly in recent years.

In fact, imported milk at room temperature continues to grow at a high rate. Data from CCTV Market Research Co., Ltd. showed that imports of milk at room temperature rose nearly 70% per cent year-on-year last year. This will further online channel to local normal temperature milk, especially the local high-end milk to bring impact. Due to see imports of normal temperature milk growth is obvious, some local dairy enterprises also began to layout imports of normal temperature milk, mengniu with foreign milk enterprises to import temperature milk arla-love dawn. Mengniu related responsible person said that the product in the electricity channel is not mainstream, 30%, this year will be vigorously expanded, with the Beijing-east and other electric manufacturers to strengthen cooperation with power channels.

Room temperature of imported milk market is limited

It is noteworthy that at present, the import of normal temperature milk to the local temperature of milk brought about by the main focus on the online channel, the whole room temperature milk market impact is not obvious. Dairy industry expert Dingmian to reporters that last year, the electricity business channel normal temperature milk sales 310,000 tons, compared to 2013 of about 180,000 tons of growth, but in the room temperature of 10 million tons of annual sales accounted for a small, so, 35 years of imported milk at room temperature is still difficult to affect the entire room temperature milk market pattern.

In addition, the import room temperature milk market growth space subject to certain limits. First of all, the import temperature of milk channels limited. Song said that the import of normal temperature milk on the electricity business channels, can hardly go into the traditional channels, this is mainly because of the import of normal temperature milk into the traditional channel cost is very high, and the traditional channel sales cycle longer, imported milk at room temperature in the logistics, clearance and other links have been more time-consuming, must use the power to quickly sell the channel. This restricts the import of normal temperature milk mainly concentrated in the logistics of a more developed first-tier city.

Second, the importation of milk at room temperature has a certain market risk. This risk includes policy risk, because the imported temperature milk brand types more complex, the state of the regulation of this piece is not much, do not rule out the future will introduce more policy on the import of normal temperature milk for more control. In addition, due to the import of normal temperature milk brand too dispersed, a single brand volume is generally small, can not achieve national coverage, in the long term to import temperature milk market growth is unfavorable.