Has been dealing with milk, so for China From EMKT. Com. The development of cn milk has always been more concerned. In the past two years, with the continuing problems in China's dairy industry, the development of China's liquid milk has shown a clear regional surpassing the national momentum. The regional milk brand became the protagonist of the market overnight and became the life-saving grass of the Chinese dairy industry in the crisis. This not only saved the consumer's confidence, but also made them earn the consumer's favorite. However, if the regional brands want to truly stabilize the market and ensure that they are not swallowed up by the national brands, the way of future cultivation is still relatively long. Here, I hope that through my own understanding, we can systematically explore how the regional milk brands resist the offensive of the national brand, and successfully build their own competitive barriers to prevent the entry of national brands and disintegrate their market base.
First, the regional pasteurized milk has defeated the national dairy giant China Quality Association, the National User Committee released on August 17 2010 liquid milk consumer satisfaction test results, the liquid milk industry's consumer satisfaction was 72.49 points (out of 100 points) Compared with last year, consumer satisfaction in the liquid milk industry has declined this year, down from 76.2 points last year.
Although consumers' satisfaction with liquid milk has been declining this year, and the survey shows that consumers have lower consumer confidence in liquid milk, only 68.27 points. However, the liquid milk survey has selected 27 brands in 22 large and medium-sized cities, including Beijing and Shanghai. The regional pasteurized milk brand has once again beat the national dairy giant. The evaluation results show that Shandong Deyi, Shenyang Huishan, and Fujian Changfu , Chongqing Tianyou, Jinan Jiabao five regions Pakistani brand ranked among the top five consumer satisfaction (09 year satisfaction is the top five satisfaction, Shengyuan, Huishan, Ningbo milk and Sanyuan satisfaction score Both are higher than 80 points, and the rankings of the three major dairy giants familiar to consumers are not ideal: Bright ranked 15th, Yili 17th, and Mengniu 19th.
After melamine, the China Quality Association and the National Users Commission conducted research on liquid milk for two consecutive years. The Chinese dairy industry is returning sensibly after undergoing rapid development. Consumers have already awakened from the blind brand worship, renewed their understanding of the local brands that have always been with them, and gave them a very good evaluation. This fully reflects the competition between regional milk and national milk, with regional The distinctive milk brand has gradually grasped the initiative in market competition, and it is no longer passively responding to the suppression of the national first-line brands.
How can regional dairy brands better build their own defenses? Before thinking about how regional dairy brands beat national brands, let us first correctly understand the category characteristics of regional dairy and national brands. Only when we have a deep understanding of the difference between pasteurized milk and room temperature milk can we correctly view these two types of dairy brands. The results of the survey also can correctly recognize the cause and effect of the regional dairy industry over the national brands.
II. Comparison of characteristics of pasteurized milk and room temperature milk category Low-temperature milk (Pasteurized Milk) Room temperature milk (Ultra-high temperature sterilized milk)
Pasteurization is defined and the milk is sterilized at a temperature of around 72-85°C. It is effective in killing the harmful bacteria in the milk while preserving the nutrients and fresh taste of the milk in a high-temperature sterilization process at 135-150°C. At a temperature, the milk is instantly sterilized, killing all the beneficial and harmful microorganisms in the milk to achieve commercial no-inner requirement nutrition to maximize the preservation of nutrients and nutritional value in the milk. Loss of nutritional composition and value Large storage temperature 2-6 degrees Celsius Cold storage at room temperature conditions Relatively short shelf life, up to no more than 21 days, and the need for low temperature refrigeration 1-6 months, or even longer, can be stored at room temperature From ranch to consumer table no more than 24 hours of unified production, long-distance transportation, transport, refrigerated transport, low-temperature storage, not suitable for long-distance transportation, no special requirements, convenient transportation, cross-regional transportation, consumption trend, the most popular milk in the world, "everything in the world 4 cups of milk, including 3 cups of low-temperature milk, "China's most popular milk, with an average of 7 cups per 10 cups of milk at room temperature. After the melamine incident, people are increasingly rational about the consumption of milk products, and the market share of room temperature milk is gradually shrinking.
Image metaphor of low-temperature milk is like fresh fruit, high-temperature milk is comparable to the status of canned fruit, the 2010 National Quality Association, the survey shows that only 28.3% of respondents believe that pasteurization is better 2010 National Quality Association survey showed that 36.0% Respondents stated that the high-temperature sterilization method is better for celebrities. It is recommended by the Fighter Fighter Fang Zhouzi “Do you dare to drink milk?†The article has recommended authors to drink pasteurized milk. No representative brands Sanyuan, Weigang, Deyi, Huishan, Changfu and other regional brands Mengniu, Yili, Guangming (Pakistan is also very strong)
The competition in China's milk market has always been dominated by the competition among the three major brands in the country in the national regional brand separatist side. The national brands have beaten the national market sales with room temperature milk, and have expanded the national market sales through continuous product innovation and category innovation, leading the industry development trend. And trends. And regional brands can only stick to the local market with pasteurized milk, because the product is subject to cold chain transportation restrictions and the product preservation period is limited, the market is difficult to get out of the 500 km transport area. The 500-kilometre range of transportation is like a natural market competition barrier, making it difficult for regional pasteurized milk to go out of this range. It also makes it difficult for national milk brands to reach their core markets, thus protecting the development potential of the regional pasteurized milk market. With the continuous maturation of the Chinese dairy market, how can the regional dairy industry better prevent the attacks of national brands and ensure its own advantages?
First, the regional pasteurized milk has defeated the national dairy giant China Quality Association, the National User Committee released on August 17 2010 liquid milk consumer satisfaction test results, the liquid milk industry's consumer satisfaction was 72.49 points (out of 100 points) Compared with last year, consumer satisfaction in the liquid milk industry has declined this year, down from 76.2 points last year.
Although consumers' satisfaction with liquid milk has been declining this year, and the survey shows that consumers have lower consumer confidence in liquid milk, only 68.27 points. However, the liquid milk survey has selected 27 brands in 22 large and medium-sized cities, including Beijing and Shanghai. The regional pasteurized milk brand has once again beat the national dairy giant. The evaluation results show that Shandong Deyi, Shenyang Huishan, and Fujian Changfu , Chongqing Tianyou, Jinan Jiabao five regions Pakistani brand ranked among the top five consumer satisfaction (09 year satisfaction is the top five satisfaction, Shengyuan, Huishan, Ningbo milk and Sanyuan satisfaction score Both are higher than 80 points, and the rankings of the three major dairy giants familiar to consumers are not ideal: Bright ranked 15th, Yili 17th, and Mengniu 19th.
After melamine, the China Quality Association and the National Users Commission conducted research on liquid milk for two consecutive years. The Chinese dairy industry is returning sensibly after undergoing rapid development. Consumers have already awakened from the blind brand worship, renewed their understanding of the local brands that have always been with them, and gave them a very good evaluation. This fully reflects the competition between regional milk and national milk, with regional The distinctive milk brand has gradually grasped the initiative in market competition, and it is no longer passively responding to the suppression of the national first-line brands.
How can regional dairy brands better build their own defenses? Before thinking about how regional dairy brands beat national brands, let us first correctly understand the category characteristics of regional dairy and national brands. Only when we have a deep understanding of the difference between pasteurized milk and room temperature milk can we correctly view these two types of dairy brands. The results of the survey also can correctly recognize the cause and effect of the regional dairy industry over the national brands.
II. Comparison of characteristics of pasteurized milk and room temperature milk category Low-temperature milk (Pasteurized Milk) Room temperature milk (Ultra-high temperature sterilized milk)
Pasteurization is defined and the milk is sterilized at a temperature of around 72-85°C. It is effective in killing the harmful bacteria in the milk while preserving the nutrients and fresh taste of the milk in a high-temperature sterilization process at 135-150°C. At a temperature, the milk is instantly sterilized, killing all the beneficial and harmful microorganisms in the milk to achieve commercial no-inner requirement nutrition to maximize the preservation of nutrients and nutritional value in the milk. Loss of nutritional composition and value Large storage temperature 2-6 degrees Celsius Cold storage at room temperature conditions Relatively short shelf life, up to no more than 21 days, and the need for low temperature refrigeration 1-6 months, or even longer, can be stored at room temperature From ranch to consumer table no more than 24 hours of unified production, long-distance transportation, transport, refrigerated transport, low-temperature storage, not suitable for long-distance transportation, no special requirements, convenient transportation, cross-regional transportation, consumption trend, the most popular milk in the world, "everything in the world 4 cups of milk, including 3 cups of low-temperature milk, "China's most popular milk, with an average of 7 cups per 10 cups of milk at room temperature. After the melamine incident, people are increasingly rational about the consumption of milk products, and the market share of room temperature milk is gradually shrinking.
Image metaphor of low-temperature milk is like fresh fruit, high-temperature milk is comparable to the status of canned fruit, the 2010 National Quality Association, the survey shows that only 28.3% of respondents believe that pasteurization is better 2010 National Quality Association survey showed that 36.0% Respondents stated that the high-temperature sterilization method is better for celebrities. It is recommended by the Fighter Fighter Fang Zhouzi “Do you dare to drink milk?†The article has recommended authors to drink pasteurized milk. No representative brands Sanyuan, Weigang, Deyi, Huishan, Changfu and other regional brands Mengniu, Yili, Guangming (Pakistan is also very strong)
The competition in China's milk market has always been dominated by the competition among the three major brands in the country in the national regional brand separatist side. The national brands have beaten the national market sales with room temperature milk, and have expanded the national market sales through continuous product innovation and category innovation, leading the industry development trend. And trends. And regional brands can only stick to the local market with pasteurized milk, because the product is subject to cold chain transportation restrictions and the product preservation period is limited, the market is difficult to get out of the 500 km transport area. The 500-kilometre range of transportation is like a natural market competition barrier, making it difficult for regional pasteurized milk to go out of this range. It also makes it difficult for national milk brands to reach their core markets, thus protecting the development potential of the regional pasteurized milk market. With the continuous maturation of the Chinese dairy market, how can the regional dairy industry better prevent the attacks of national brands and ensure its own advantages?
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