DairyIndustry

楊潔

袁征帆contents134256DefiningindustryGrowthrateandmaturityCustomersegmentsLeadingcompaniesThreatsandopportunitiesPredictthefutureDefiningindustry

Definition:Dairy

products

refers

to

cattle

(sheep)

of

fresh

milk

and

dairy

products

as

the

main

raw

materials,

through

processing

into

various

products.

Definingindustry

Liquid

milk

Milk

powders

Condensed

milk

Milk

fat

Cheese

Milk

ice

cream

othersProducts:Definingindustry

Substitute：Soybean

milk

Rice

paste

juice

Definingindustry

Industrychain:

Forage

feed

supplyand

Pest

control

Dairyfarmersand

farm

Breeding

Technologyanddisease

control

Processingequipment

The

supply

of

milk

Packaging

equipmentandmaterial

supermarket

store

Processingenterprises

milkstation

Direct

sales

agency

Consumer

Production

and

processing

MarketingConsumptionDefiningindustry

Valuechain:DevelopedcountryDefiningindustry

Degreeofrivalry:1.National:Industryproduction

concentrationdegree

enhancesunceasingly,

theriseof

abatchof

production,

supply,

marketingintegration

model

ofdairyenterprises.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

enterpriseandtheirtechnologyismature.

Definingindustry

Supplierpower:

1.Large

dairy

enterprises

have

their

own

milk

source

base,

so

the

milk

source

is

no

more

important

2.The

quality

of

milk

is

similar.

Supplierhasno

competitiveadvantages,

onlythrough

lowerprices

to

sellrawmilk

Definingindustry

Threatofsubstitutes:1.Soybeanmilk

hassufficientrawmaterialsandsuitableforChinese.2.Juicecan

enhanceimmunity,

reduceillness,

delayaging.3.Rice

pasteiseasytodigestanddifferent

formulationshavedifferent

effect.Definingindustry

Barrierstoentry：1.Once

the

formation

of

consumer

brand

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

the

cost

barriersis

high.

Definingindustry

BarrierstoentryDefiningindustry

Buyerpower:1.Theagestructureof

consumptionof

dairyproductsinChina

by

infantsandtheelderly

dominated

extended

to

allages.2.The

changesoftheconceptof

consumer.

Health

becomesthefirstchoice.3.Consumersaremorerational,

canseethrough

thetricksofbusiness.Definingindustry

Fiveforces目錄134256DefiningindustryGrowthrateandmaturityCustomersegmentsLeadingcompaniesThreatsandopportunitiesPredictthefutureGrowthrateandMaturityGrowthGrowthrateandMaturityCompetition1.Because

of

food

security,

foreign

brands

took

the

opportunity

to

occupy

a

certain

market

share

2.With

the

improvement

of

people's

income

level

and

economic

change

in

eating

habits,

the

demand

for

dairy

products

will

continue

to

grow

3.Twochild

policy

open,

increasing

the

consumption

of

dairy

products

GrowthrateandMaturityMarketleadersGrowthrateandMaturityProductrangeGrowthrateandMaturityAt

present,

the

development

of

China‘s

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

cheese.

2009-2012我國奶酪進口量年份2009201020112012進口量（噸）2533461472508000ProductrangeGuidetoIndustryAnalysis21

MATURITY

EXPANDINGGROWTHRATECOMPETITIONMKTLEADERS/STANDARDSMKTGGOALSMKTSHARE/STRATEGYPRODUCTRANGECUSTOMERLOYALTYVeryhighShake-outEmergingDifferentiateBuild

shareExpandingGrowingGrowthrateandMaturity目錄134256DefiningindustryGrowthrateandmaturityCustomersegmentsLeadingcompaniesThreatsandopportunitiesPredictthefutureCustomersegmentsMiddle

ageYogurtIcecreamPowderMilkChildrenBabyYouthTeenagersLiquidmilkOld

ageallallDairyAgeCustomersegmentsHelpdigestionLowcalorieSupplementarynutritionEasytoabsorbLiquidmilkYogurtIcecreamPowderMilkDairyFunction輸入文字在此錄入上述圖表的綜合分析結(jié)論在此錄入上述圖表的綜合分析結(jié)論在此錄入上述圖表的綜合分析結(jié)論在此錄入上述圖表的綜合分析結(jié)論CustomersegmentsLiquidmilkYogurtIcecreamPowderMilkDairyStudentmilkFemalemilkPregnantwomanmilkIdentityCustomersegmentsMeaningful-Affecttheirbuyingdecision（1）Economic

situation

of

consumers（2）Theconsumer'scareerandstatus（3）Theage

andgender

ofconsumers（4）

Theconsumer's

personalityand

selfconceptSocialcultural

RelevantsocialgroupsThequalityoftheproduct

PriceBrand

PackagingCorporatepromotionalwork1.Customerfactor2.Socialfactor3.Enterpriseandtheproductfactor目錄134256DefiningindustryGrowthrateandmaturityCustomersegmentsLeadingcompaniesThreatsandopportunitiesPredictthefuture輸入文字在此錄入上述圖表的綜合分析結(jié)論在此錄入上述圖表的綜合分析結(jié)論在此錄入上述圖表的綜合分析結(jié)論在此錄入上述圖表的綜合分析結(jié)論LeadingCompaniesLeadercompanies輸入文字在此錄入上述圖表的綜合分析結(jié)論在此錄入上述圖表的綜合分析結(jié)論在此錄入上述圖表的綜合分析結(jié)論在此錄入上述圖表的綜合分析結(jié)論LeadingCompaniescompetitive

20122013

銷售毛利率凈利潤率成本費用利潤率銷售毛利率凈利潤率成本費用利潤率伊利29.734.135.1732.568.5710.84蒙牛31.563.225.0633.125.676.84光明34.332.723.0334.752.914.52三項費用比重

伊利蒙牛光明201225.3327.5631.41201321.8224.4230.37輸入文字在此錄入上述圖表的綜合分析結(jié)論在此錄入上述圖表的綜合分析結(jié)論在此錄入上述圖表的綜合分析結(jié)論在此錄入上述圖表的綜合分析結(jié)論LeadingCompaniesmarketshared目錄134256DefiningindustryGrowthrateandmaturityCustomersegmentsLeadingcompaniesThreatsandopportunitiesPredictthefuture輸入文字在此錄入上述圖表的綜合分析結(jié)論在此錄入上述圖表的綜合分析結(jié)論在此錄入上述圖表的綜合分析結(jié)論在此錄入上述圖表的綜合分析結(jié)論ThreatsandOpportunities1.The

adjustment

and

optimization

of

product

structure,

extend

the

industrial

chain.

3.The

cultivation

of

key

enterprises,

improve

enterprise

productivity.

2.Theeliminationofbackwardproductioncapacityreasonableindustriallayoutplanning.

TheTwelfthFiveYearPlan:Encouragesthe

special

qualitydairyproducts

to

improvetheindustryconcentrationPoliticalfactorThreatsandOpportunities2008.06《乳制品加工產(chǎn)業(yè)政策》2008.10《乳制品加工安全監(jiān)督管理條例》2008.10質(zhì)檢總局發(fā)布《原料乳與乳制品中三聚氰胺檢測辦法》2009.07《乳制品加工行業(yè)準入條件》2009.07發(fā)布《乳制品工業(yè)產(chǎn)業(yè)政策》2010.03《食品添加劑新品種管理辦法》2011.06農(nóng)業(yè)部印發(fā)《生鮮乳生產(chǎn)收購記錄和進貨查驗制度》的通知2011．08乳制品要在《食品流通許可證》中單列注明2011.09質(zhì)檢總局發(fā)布《進出口》食品安全管理辦法》（總局令第14號）2011.11修改后的《飼料和飼料添加劑管理條例》發(fā)布2013.04質(zhì)檢總局發(fā)布《進出口乳品檢驗檢疫監(jiān)督管理辦法》Politicalfactor輸入文字在此錄入上述圖表的綜合分析結(jié)論在此錄入上述圖表的綜合分析結(jié)論在此錄入上述圖表的綜合分析結(jié)論在此錄入上述圖表的綜合分析結(jié)論ThreatsandOpportunitiesEconomicfactorSocialfactorThreatsandOpportunities1.Socialstructure2.Religiousbelief3.Consumptionhabits4.Theconceptofenvironmentalprotection

ThreatsandOpportunities

輸入文字在此錄入上述圖表的綜合分析結(jié)論在此錄入上述圖表的綜合分析結(jié)論在此錄入上述圖表的綜合分析結(jié)論在此錄入上述圖表的綜合分析結(jié)論Technicalfactor1.Gene

engineeringand

microbi