乳制品行业分析

1、乳制品行业分析contents134256Defining industryGrowth rate and maturityCustomer segments Leading companies Threats and opportunities Predict the futureDefining industryDefinition: Dairy products refers to cattle (sheep) of fresh milk and dairy products as the main raw materials, through processing into vario

2、us products.Defining industryLiquid milkMilk powdersCondensed milk Milk fat CheeseMilk ice creamothersProducts:Defining industrySubstitute：Soybean milkRice pastejuiceDefining industryIndustry chain: Forage feed supply andPest control Dairy farmers and farm Breeding Technology and disease controlProc

3、essing equipmentThe supply of milkPackaging equipment and material supermarket storeProcessing enterprises milk stationDirect salesagencyConsumer Production and processingMarketingConsumptionDefining industryValue chain:Defining industryDegree of rivalry:1.National:Industry production concentration

4、degree enhances unceasingly, the rise of a batch of production, supply, marketing integration model of dairy enterprises.2.Local:Liquid dairy need preservation and each area has its own flagship brand.3.International:International enterprise promote their own brand with the help of local enterprise

5、and their technology is mature.Defining industrySupplier power:1.Large dairy enterprises have their own milk source base, so the milk source is no more important2.The quality of milk is similar. Supplier has no competitive advantages, only through lower prices to sell raw milkDefining industryThreat

6、 of substitutes:1. Soybean milk has sufficient raw materials and suitable for Chinese.2. Juice can enhance immunity, reduce illness, delay aging.3. Rice paste is easy to digest and different formulations have different effect.Defining industryBarriers to entry：1.Once the formation of consumer brand

7、loyalty is hard to change ,the new brand is very difficult for consumers to buy their products.2.Consumers increasing demands on health quality and packaging grades, entrants must have the safety production and quality control capacity.3.The dairy industry of huge investment, long payback period, so

8、 the cost barriers is high.Defining industryBarriers to entryDefining industryBuyer power:1.The age structure of consumption of dairy products in China by infants and the elderly dominated extended to all ages.2.The changes of the concept of consumer. Health becomes the first choice.3.Consumers are

9、more rational, can see through the tricks of business.Defining industryFive forces目录目录134256Defining industryGrowth rate and maturityCustomer segments Leading companies Threats and opportunities Predict the futureGrowth rate and MaturityGrowthGrowth rate and MaturityCompetition1.Because of food secu

10、rity, foreign brands took the opportunity to occupy a certain market share2.With the improvement of peoples income level and economic change in eating habits, the demand for dairy products will continue to grow3.Twochild policy open, increasing the consumption of dairy productsGrowth rate and Maturi

11、tyMarket leadersGrowth rate and MaturityProduct rangeGrowth rate and MaturityAt present, the development of Chinas cheese industry is still in its embryonic stage, along with the recent years our country dairy industry is booming, the development of the domestic industry is the necessary trend of ch

12、eese.2009-2012我国奶酪进口量年份2009201020112012进口量（吨）2533461472508000Product rangeMATURITY EXPANDINGGROWTH RATECOMPETITIONMKT LEADERS/STANDARDSMKTG GOALSMKT SHARE/STRATEGYPRODUCTRANGECUSTOMERLOYALTYVery highShake-outEmergingDifferentiateBuild shareExpandingGrowingGrowth rate and Maturity目录目录134256Defining i

13、ndustryGrowth rate and maturityCustomer segments Leading companies Threats and opportunities Predict the futureCustomer segmentsMiddle age YogurtIce creamPowder MilkChildrenBabyYouthTeenagersLiquid milkOld age allallDairyAgeCustomer segmentsHelp digestionLow calorieSupplementary nutritionEasy to abs

14、orbLiquid milkYogurtIce creamPowder MilkDairyFunction输入文字输入文字在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论Customer segmentsLiquid milkYogurtIce creamPowder MilkDairyStudent milkFemale milkPregnant woman milkIdentityCustomer s

15、egmentsMeaningful - Affect their buying decision（1） Economic situation of consumers（2） The consumers career and status（3） The age and gender of consumers（4） The consumers personality and self conceptSocial cultural Relevant social groupsThe quality of the product PriceBrand PackagingCorporate promot

16、ional work1.Customer factor2.Social factor3. Enterprise and the product factor目录目录134256Defining industryGrowth rate and maturityCustomer segments Leading companies Threats and opportunities Predict the future输入文字输入文字在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表

17、的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论 Leading CompaniesLeader companies 输入文字输入文字在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论 Leading Companiescompetitive20122013销售毛利率净利润率成本费用利润率销售毛利率净利润率成本费用利润率伊利29.734.135.1732.568.5710.84蒙牛

18、31.563.225.0633.125.676.84光明34.332.723.0334.752.914.52三项费用比重 伊利蒙牛光明201225.3327.5631.41201321.8224.4230.37输入文字输入文字在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论 Leading Companiesmarket shared 目录目录134256Defining industryGrowth r

19、ate and maturityCustomer segments Leading companies Threats and opportunities Predict the future输入文字输入文字在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论 Threats and Opportunities1.The adjustment and optimization of product struc

20、ture, extend the industrial chain.3.The cultivation of key enterprises, improve enterprise productivity.2.The elimination of backward production capacityreasonable industrial layout planning.The Twelfth Five Year Plan : Encourages the special quality dairy products to improve the industry concentrat

21、ionPolitical factor Threats and Opportunities2008.06乳制品加工产业政策2008.10乳制品加工安全监督管理条例2008.10质检总局发布原料乳与乳制品中三聚氰胺检测办法2009.07乳制品加工行业准入条件2009.07发布乳制品工业产业政策2010.03食品添加剂新品种管理办法2011.06农业部印发生鲜乳生产收购记录和进货查验制度的通知201108乳制品要在食品流通许可证中单列注明2011.09质检总局发布进出口食品安全管理办法（总局令第14号）2011.11修改后的饲料和饲料添加剂管理条例发布2013.04质检总局发布进出口乳品检验检疫监

22、督管理办法Political factor输入文字输入文字在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论 Threats and OpportunitiesEconomic factorSocial factor Threats and Opportunities1.Social structure2.Religious belief3.Consumption habits4.The concept of environmental protection Threats and Opportunities输入文字输入文字在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论Technical factor 1.G