The dairy market has entered a period of deep cultivation

□ Our internship reporter Blizzard

Recently, the dairy brand "adopted a cow" submitted a prospectus to the Shanghai Stock Exchange and opened a listing journey. It is worth noting that this year alone, more than ten dairy companies have launched a listing plan.

Why do dairy companies fancy this way to go public? Mainly because the scale of the dairy product market has continued to expand in the past two years, and the industry is fiercely competitive. Some dairy companies urgently need to be listed to seek financial support.

In recent years, consumers' health awareness has continued to improve, the demand for dairy products has also increased significantly, and the consumption structure of dairy products has changed significantly. Relevant reports show that from 2016 to 2021, the average annual compound growth rate of the retail sales of dairy products in my country was 4.2%, reaching 442.5 billion yuan in 2021. Related data show that 56.4%of the public during the epidemic increased the dairy product intake. With the increase of dairy consumer awareness and consumer group penetration rate, it is expected that the retail sales of dairy products in my country will exceed 500 billion yuan by 2024.

How to fully tap this consumer market, meet consumers' growing consumer demand and promote the sustainable industrial development, and become a problem in front of the entire dairy industry.

Dairy companies need to create differentiated advantages. The demand is promoted to inject new development driving force into the dairy market. Many emerging brands and online celebrity brands seize opportunities, continuously tap high -end and segmented markets, occupy consumers' attention with various marketing methods, improve the brand awareness Essence With the rise of these emerging brands and online celebrity brands, regional dairy companies have seek listing for financial support, and the competition in the dairy market is becoming more intense. However, for a long time, the dairy industry has a very high concentration. There are both leading companies such as Yili and Mengniu, as well as many major regional brands such as light, new hope, and three yuan. For emerging brands and net red brands, in the face of the high concentration of the industry and relatively serious homogeneity of dairy products, how to establish competitive barriers and create differentiated advantages in products have become a major problem for sustainable development.

Dairy companies need to tap the market segment. With the wave of consumption upgrades, traditional dairy products such as pure milk and yogurt can no longer meet the needs of consumers. In the segments such as Western food, baking, new milk tea, dairy products need to work hard to dig in depth to create more to create more High -end, healthy and functional dairy products. The "China Milk Business Index Report in 2022" shows that the new milk tea has emerged in recent years and is widely favored by young people. About 70 % of consumers buy milk tea at least once a week. When buying milk tea, 82.2%of the public will pay attention to milk cover, and more than half of them are listed as the first factor.

Today's dairy product consumer market has entered a period of high -quality development, and it is not simply about heroes in scale. The development of dairy products suitable for different consumer groups. Only in this way can we get a share from the huge dairy consumer market.

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