"A glass of milk makes a nation strong", which makes East Asians who lack the habit of eating dairy products insist on a glass of milk every day. It only made Japanese people soar to the average height 10cm in less than two generations, surpassing China. As the driving force behind this, milk can hardly be ignored. The state pays more attention to and encourages the consumption of dairy products, especially liquid milk.

In addition to policies and habits, the economic level also determines the consumption of liquid milk to a certain extent, and the growth of per capita GDP will also push up the consumption of liquid milk. At present, the average consumption of liquid milk in the world's major developed countries with per capita GDP exceeding $6.5438+0.5 million is three times higher than that in China. With the further development of China's economy, the consumption of liquid milk in China will have a huge growth space.

The huge market and long-distance transportation demand make UHT milk occupy a dominant position in the market, which promotes the rapid growth of base-based dairy enterprises and gives birth to the four echelon patterns with Mengniu and Yili as the first echelon.

At present, on the whole, the consumers of liquid milk are obviously younger and more knowledgeable, and their distribution is mainly concentrated in the eastern developed areas. In the future, middle-aged and elderly people, the western part of Northeast China, and the middle and low-tier cities are all incremental and potential markets for liquid milk.

0 1, overview of liquid milk market and users

consumption potentiality

The per capita consumption of liquid milk in China is far below the average level of major countries in the world, and there is huge room for growth of liquid milk consumption.

traditional Chinese scale of weights

The domestic liquid milk market has great growth potential, mainly white milk and UHT milk at room temperature.

In 20 17 years, the scale of liquid milk will reach 3 10 billion, and the compound annual growth rate will reach 5.6% in the next five years. It is estimated that the market scale in 2 1 year will reach 407.6 billion yuan, with huge growth space.

It is predicted that by 202 1, white milk will still be the main market, and UHT white milk at room temperature will continue to dominate.

market structure

The domestic liquid milk market presents a four-echelon pattern, with Yili and Mengniu occupying the first echelon with double giants.

Attention trend

Yili and Mengniu, two giants of liquid milk, are most concerned by 360 users, especially food safety news.

Yili and Mengniu, as giants, are most concerned by users, and food safety issues are the most nerve-racking for users. Any problem can be detonated quickly and last for a long time. However, the official positive response can usually lead the attention to the highest point, thus quickly solving public concerns and calming the negative impact. On 2011kloc-0/3, the official WeChat account "Entertainment Backstage" published the article "Mengniu: The First Poisoned Milk in Variety Naming Industry", and Mengniu sued the official WeChat account to the court, demanding to stop the infringement, apologize and claim 6.5438 million yuan and rights protection fees. On April 17, the Olympic Village Court of Beijing Chaoyang District People's Court held its first session on the "poisoned milk" incident and exchanged evidence. The website of the State Food and Drug Administration publicly released the video of Mengniu aflatoxin exceeding the standard and was arrested. The Dairy Industry Association responded to clarify that Mengniu was found to have exceeded the standard of Aspergillus flavus, which is old news and pure rumor. The rumor maker has been sentenced to 10 months in prison.

The difference of attention between giants Yili and Mengniu and the second echelon Guangming and Sanyuan is significant and stable.

Traffic source

360 search and navigation are the main traffic sources of official website, a liquid milk giant.

White milk market

The four major liquid milk brands focus on UHT white milk, and Mengniu's product layout is the most comprehensive.

Yogurt and flavored milk market

The four major liquid milk brands are fiercely competitive in various market segments, and Yili's product layout is the most abundant and comprehensive.

Pay attention to the trend

360 users pay attention to white milk and yogurt periodically, with the same range in the cycle.

Three-cycle law of dairy products: 360 users pay attention to white milk and yogurt with a periodicity of 9- 10 months, and there will be attention to white milk; Yogurt has three cycles.

The range in the cycle is the same: 360 users' attention to white milk and yogurt remains basically the same in each cycle, that is, their attention will drive each other.

User attribute

360 users' attention to white milk and yogurt has three characteristics: synchronization, youthfulness and knowledge.

Synchronization: 360 users who pay attention to white milk and yogurt basically converge in gender, age and education.

Younger: 360 users who pay attention to white milk and yogurt are obviously younger, and nearly 90% of the followers are young users under 35.

High knowledge: 360 users who pay attention to white milk and yogurt tend to have high knowledge, and users above college account for nearly 60%.

area distribution

360 users in East China and South China pay more attention to and prefer white milk and yogurt than users in other regions.

Urban distribution

360 users' concerns about white milk and yogurt are basically the same, mainly concentrated in medium and high-tier cities.

02. Portrait of White Milk Users

Mengniu opened the domestic high-end white milk market with Telunsu, and with the launch of Yili Jin Dian, it formed a high-end white milk double giant.

Founded in 2007.

Brand positioning: As the first high-end sub-brand of Yili liquid milk.

Quality control: The seventh organic pasture in Jindian, featured purebred Holstein cows, adopted the international leading production management technology throughout.

Brand slogan: God-given organic, all in Jin Dian.

Product segmentation: pure milk, low-fat milk and organic milk.

Founded in 2005.

Brand naming: Telunsu means "golden milk" in Mongolian.

Brand positioning: the first high-end milk brand in China market.

Quality control: the high-quality milk source of the exclusive pasture adheres to the high standard of raw material selection and production technology in the industry.

Brand slogan: Not all milk is called Telunsu.

Product segmentation: pure milk, low-fat milk, organic milk, cereal milk.

Attention trend

360 users pay more attention to Telunsu. As the first high-end UHT milk, the gift attributes are remarkable and the attention is periodic.

gender

The 360 users who follow Telunsu and Jin Dian are basically the same in gender as fans of Jindong and Faye Wong, with only slightly more men than women.

age

Younger, paying attention to 360 users in Telunsu and Jin Dian, and fans in Jin Dong and Faye Wong are mainly young people, especially Jin Dian users and Faye Wong fans.

degree

The breadth of knowledge is remarkable. The 360 users in Telunsu and Jin Dian and the fans in Jin Dong and Faye Wong are all highly educated, especially Telunsu users.

area distribution

East China is the most important consumer market for Telunsu and Jin Dian. With the help of Jindong Telunsu, we can explore the Northeast again, and Jin Dian can rely on Faye Wong to tap the potential of East China.

The 360 users and Jin Dong fans who pay attention to Telunsu are mainly concentrated in East China, but the followers and differentiation of Telunsu in Northeast China are far lower than those of Jin Dong fans. Jin Dian's 360 users and Faye Wong fans are mainly concentrated in East China, but there is still a big gap with Faye Wong fans.

Urban distribution

The medium and high-speed cities are the stock markets of Telunsu and Jin Dian. With the help of Jin Dong, low-speed cities can sink further, while Jin Dian can rely on Faye Wong to further tap the potential of medium-speed cities and create incremental markets.

The 360 users who pay attention to Telunsu are mainly concentrated in high-speed cities, and Telunsu's followers and discrimination in low-speed cities are far lower than those of Jin Dong fans.

360 users who pay attention to Jin Dian and Faye Wong fans are mainly concentrated in the middle and high line, but there is still a big gap with Faye Wong fans in the attention of mid-line cities.

Search keywords

Searching for Telunsu mainly focuses on connotation and advertisement, while searching for Jin Dian pays more attention to the comparison with Telunsu and related products.

Active application

Besides socializing, Telunsu 360 users are keen on news reading, while Jin Dian users love system tools.

Mengniu takes the lead.

The four factors, namely, launch timing, brand naming, marketing positioning and market potential, are helpful to take the lead in occupying the domestic UHT milk market share and keep ahead.

Good timing: Telunsu entered the market at the right time. Before 2005, liquid milk blindly fought the price war, and Mengniu launched high-end products, which broke away from the price war and took the lead in entering the high-end market.

Good brand name: Telunsu, which means golden milk. As a high-end product, using Mongolian is different from the popular name of ordinary products, which makes consumers feel distant and easy to have the desire to explore actively. Once the meaning is clear, they will be impressed.

Good marketing positioning: Telunsu, the advertising slogan is "not all milk is called Telunsu", and the market has achieved great success with the advanced hardware foundation, high-quality pasture and imported dairy cows of "Aoya Ranch" as the endorsement.

Broad market: high-end positioning makes Telunsu a hot commodity in the Spring Festival gift market. The annual sales of 20 17 reached1200 million, and it is still a well-deserved king of high-end white milk.

03, yogurt user portrait

Bright took the lead in launching momchilovtsi's high-end normal-temperature yogurt brand, while Mengniu and Yili launched Chunzhen and Anmuxi, forming three high-end brands.

Attention trend

Normal-temperature yogurt has a festival periodicity, and the advertising effect is remarkable. An Muxi received the highest attention from 360 users.

The first place is obvious: as the main normal-temperature yogurt in the market, Ilian Muxi has received the highest attention from 360 users, which is three times the average annual attention of the other two.

The advertising effect is remarkable: Anmuxi and momchilovtsi, who sponsor popular variety shows and concerts, usually get high attention from 360 users during this period.

Festive periodicity: As high-end yoghurts, three kinds of normal-temperature yoghurts show gift attributes among 360 users, and the attention will increase greatly during the Spring Festival.

age

Young people are remarkable. The three brands and spokespersons of normal temperature yogurt are mainly young people, especially fans from LAY and Angelababy. The market for young people is broad.

degree

There are obvious differences in academic qualifications among the three groups covered with yogurt at room temperature. Momchilovtsi and Chunzhen are mainly highly educated, while Anmuxi is evenly covered. Angelababy fans' academic qualifications are mainly low, and Anmuxi has a wide space to sink.

area distribution

Northeast China and Southwest China are the three incremental markets for normal-temperature yogurt. Momchilovtsi can also enter South China and North China, while Chunzhen can continue to dig deep into East China.