Market analysis of China's dairy industry in April

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China's dairy industry market analysis in April

I. overview of industry operation

the weather has warmed up, and the competition in the ice cream market has upgraded, becoming the most active category in the dairy market this month. With the implementation time of ice cream QS market access approaching on July 1, products without QS mark will be delisted at that time, so dairy enterprises have fully changed their products and accelerated the launch of new products. Although the rise in the price of raw materials has increased the production cost of ice cream, other domestic brands dare not shout "rise" because the five major brands of wear-resistant parts, which account for more than 70% of the market share, strive for more sales by lowering prices. In contrast to ice cream, foreign brand milk powder is "rising" in the domestic market, which should be the result of foreign milk powder brands' massive entry into the high-end market in response to domestic milk powder in order to maintain the high-end image

II. Market analysis of seven members of the studio

1 Regional market analysis

market price analysis of key regions

regional division is divided according to the following method:

market analysis of North China (Beijing, Tianjin, Hebei, Shanxi)

market analysis of central China (Henan, Hunan, Hubei)

market analysis of East China (Shanghai, Shandong, Jiangsu, Zhejiang, Anhui, Jiangxi)

market analysis of South China (Guangdong, Fujian, Hainan)

market analysis of the southwest region (Sichuan, Guangxi, Chongqing, Yunnan, Tibet, Guizhou)

market analysis of the northwest region (Gansu, Shaanxi, Xinjiang, Ningxia, Qinghai, Inner Mongolia)

market analysis of the northeast region (Liaoning, Heilongjiang, Jilin)

market analysis of other regions

III. analysis of industry hot spots

1. The discovery of toxic milk powder in Hunan again

April 13, Hunan Provincial Department of Health issued an urgent notice on the special inspection of "zhengmeng brand" golden partner infant milk powder. Zhuzhou center for Disease Control and prevention detected that the protein content of "zhengmeng brand" golden partner infant milk powder did not meet the relevant national standards. It is reported that the 4-month-old baby girl who ate the milk powder has had "big head" and other malnutrition reactions. The relevant departments preliminarily determined that the milk powder came from Wenzhou or Inner Mongolia

2. The third world student milk conference was held in Kunming on April 11. This was the first time that the international student milk conference was held in China to improve the performance of carbon materials. Representatives from the United Nations Food and Agriculture Organization and experts, scholars, entrepreneurs at home and abroad attended the conference. For a time, Kunming, Yunnan Province became the focus of the global dairy industry

3. Yili hosted the public welfare project "healthy baby classroom"

on April 15, Yili and the children's Work Department of the all China Women's Federation jointly hosted a large public welfare project "healthy baby classroom..." which was officially launched. The main themes of this activity were "caring for the healthy growth of the next generation" and "food safety". When the great misfortune and pain caused by the tragedy of Fuyang inferior milk powder to some families still come to mind from time to time, Yili popularized infant nutrition and health knowledge through public welfare activities, which has been highly valued by all sectors of society

IV. industry competition

1 experimental method of reverse zigzag experimental machine: 、 Analysis of the competitive situation of leading enterprises

2. Analysis of new product development

sugar and wine Express Market Analysis Center believes that in April, there were relatively few new products developed in the dairy industry. Because the new product development set was in the ice cream market, the pace of new product development of other categories slowed down. It can be expected that the diversification of taste and functionality are still the mainstream direction of dairy development

v. prediction of development trend

1. The weather is getting warmer and the ice cream market competition is intensifying, but the ice cream price may decline

2. The competition of milk powder is concentrated in the middle and high end, and domestic dairy enterprises have launched market layout one after another

3. Yogurt competition will concentrate in regions with relatively mature markets, and the yogurt war in some regions will intensify

4. There are still great difficulties in the development of student milk, and enterprises need to be prepared

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