Where will the "Xinjiang Milk" go in the future?

Right now, the market pattern of "Strong Hengqiang" in China has become clearer. "Xinjiang Milk" has been settled for a long time, and is free of milk category from the mainstream dairy market, but it is becoming more and more familiar to ordinary consumers. In social networks, drinking Xinjiang milk and evaluating Xinjiang milk began to become interesting and fashionable things.

What exactly created the popularity of "Xinjiang Milk", and why the niche "Xinjiang milk" is called "the light of domestic milk". Before today's market structure, where will "Xinjiang milk" go in the future?

Niche Zhongjiang milk "big" is "big" than you think

Data show that in 2021, the dairy manufacturers registered in Xinjiang achieved sales revenue of 8.156 billion yuan, an increase of 13.58%year -on -year. According to Star Map data, the sales of Xinjiang milk B2C channels in 2021 also increased from 4 billion in 2020 to 780 million, which is rapidly seizing the market share of milk categories.

Through the above data, we need to re -understand the Xinjiang Dairy Market. Unlike consumers in the eastern region, it is not the desert of the milk industry in Xinjiang. On the contrary, it is the traditional main area of ​​milk industry.

Compared with other regions, Xinjiang has unique natural resources and long -term dairy breeding traditions. With Tianshan as the boundary, Xinjiang is divided into northern and southern Xinjiang. In particular, the northern slope of Tianshan is located between about 40 degrees and 50 degrees north and north latitude. It is recognized as the world's "golden milk source belt" area. This unique resource advantage can be said to have become the core competitiveness of the development of Xinjiang Dairy.

In the dairy industry, there is a saying that "those who get the world to get the world." In recent years, with the fluctuations and quality control of the prices of raw milk, the competition for milk sources has been described as fierce. Including Dairy companies such as Yili, Mengniu, and New Hope Dairy have strengthened their control over the upstream raw milk supply chain by acquisition or shares. The purpose is to obtain high -quality milk sources while controlling costs.

However, the resources that such companies in other areas have dreamed of their own talents in Xinjiang.

According to the data, Xinjiang is the second largest pastoral area in my country, with a grassland area of ​​1.2 billion mu, of which 750 million mu can be available. In addition, the number of cows in Xinjiang ranked second in the country for a long time, and also has the largest imported cervical cow cow cores in China.

Located in natural high -quality pastures, local consumers in Xinjiang have also developed long -term stable dairy drinking habits. Data show that the per capita milk consumption of households in Xinjiang residents reached 21.07kg/year, ranking third in the country, second only to Inner Mongolia and Beijing.

It can be said that despite the factors such as regional, transportation and market factors, Xinjiang Dairy's "volume" is not high in the past period, but under the blessing of natural advantages, accompanied by the rise of social networks and the upgrading of the logistics system, it was born in Xinjiang's high -quality ranch. High -quality Xinjiang milk began to be well known by foreign markets. Xinjiang Dairy, represented by a number of local brands such as Tianrun, Western Regions, and Western Animal Husbandry, has also begun to enter the vision of ordinary consumers.

Internet celebrity "Xinjiang Milk" is popular with quality

On the platforms such as station B and Xiaohongshu, there are as many as hundreds of thousands of evaluations of "Xinjiang Milk" spontaneously formed by young consumer groups. Some people also ridiculed that "young people are indulging in Xinjiang milk."

At present, generations Z, mainly after the 95th, have become the main consumer army, and their consumption concepts have also changed a lot: on the one hand, they prefer the sociality of the product, and often increase the stickiness due to the attachment of the product with the community. Grass planting, sharing the economy, and maintaining great loyalty to your favorite brands; on the other hand, they have also started to "healthy" and pay attention to the nutritional health and quality of the product, and are willing to pay for it.

Today's consumers are very concerned about the flavor of dairy products. They will have a subjective identity for milk produced in Xinjiang, just like people are more willing to accept mutton produced in Inner Mongolia. At the same time, it can be found that consumers' messages can find that every consumer who adopts "Xinjiang milk" was initially captured by the "strong milk flavor", and then it began to spread Xinjiang milk on the Internet.

It can be said that instead of defining "Xinjiang milk" as an Internet celebrity, it is better to say that "Xinjiang milk" is popular with quality. Xinjiang milk is not just the product of the favorable factor of domestic products. Relying on the high -quality ranch environment of Xinjiang, "Xinjiang Milk" does have an extraordinary place in terms of milk fragrance and taste. "Reding" actually has innate advantages.

In the post -epidemic era, people pay more and more attention to their health, and choosing healthy food and drinks has become an important topic in people's lives. In the "2021 China Dairy Business Index Report", 30.7%of the public said that the consumption of dairy products after the epidemic was increased.

As a representative company of "Xinjiang Milks", Tianrun Dairy has many "fans and fans" on the Internet. But before becoming an Internet celebrity, Tianrun has taken root in the "Golden Milk Source Belt" Tianshan North Po is many years. Its yogurt and milk beer are sought after by consumers. Behind it is actually the credit of high -quality pastures and high -quality raw materials.

In the construction of milk sources, Tianrun established the industrial coordinated development strategy of “building factories and factories around the factory”, and deployed Tian'ao animal husbandry, Shawan Tianrun, Tianrun Beacon Territory, Tianrun North in the north and south of Tianshan Mountains. There are 8 cow breeding companies such as pavilions. At present, a total of 18 large -scale pastures are distributed in Changji, Aksu, Kuitun, Shawan, Xishan Farm, Xinjiang. The scale of dairy cows has reached 46,000 heads, and the proportion of autonomous milk sources is close to 70%. According to Nielsen data analysis, Chinese consumers' consumption demand for dairy products has continued to upgrade. While meeting the foundation, people want to get more "fresh nutrition". In the context of such an industry, the focus of dairy competition is no longer a "traffic topic", but a stable and reliable "higher quality".

Looking at Xinjiang milk from Tianrun Dairy, it also brings us more inspiration. Although the Internet celebrity milk that promotes the "small ceiling" can gain short -term benefits, in front of the foundry model, only the strength of the strong milk company with self -built pastures and controllable milk sources will win more trust and gain longer -term development. Essence

"Xinjiang's Out of Xinjiang" differences to king

The maturity of the e -commerce logistics sales model and the formation of preliminary awareness of consumers can be said to be in front of Xinjiang dairy industry. The road of new development has begun to appear, which is the development of Xinjiang.

The "Xinjiang Dairy Industry Revitalization Action Plan (2019-2025)" proposes that it is necessary to accelerate the cultivation of the "Xinjiang" dairy brand brand, use markets outside Xinjiang as the main growth point of consumption, and encourage enterprises to actively expand the market.

As a representative of the development of Xinjiang, in June this year, Tianrun Dairy's Tianrun Qiyuan Dairy Processing Project landed in Texas, Shandong. In fact, many years ago, Tianrun Dairy had begun to deploy the foreign dairy market. In 2021, with the promotion of the "Xinjiang Resources and the National Market" strategy, the company realized revenue of 2.11 billion yuan and sales of dairy products of 243,300 tons. Among them, foreign markets were 810 million yuan, an increase of 27%year -on -year.

In the investigation, the food board found that when talking about why the agent was moon, many dealers gave a positive evaluation of "trustworthiness" and "product is very selling". Despite relying on quality, Xinjiang Milk's "first arrival" still has to face fierce market competition. Faced with the advantages of channels and bargaining, Xinjiang dairy companies need to have a differentiated path suitable for their own development.

summary:

Facts have proved that the more ethnic, the more the world is; the more regional characteristics, the more opportunities to move towards the country and the world. From the current point of view, the breaking circle of Xinjiang milk is a lively case. From the perspective of the food board, the continuous outbreak of Xinjiang milk will be given more significance: it not only represents the new trends of the dairy industry in China, but also help to drive the local economy of Xinjiang and promote the development of the three farmers. A glass of Xinjiang milk, leveraging the big strategy. Because of this, Xinjiang milk is worth a better future, and it will also have a better future. (Text/Zhang Jun)

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