This week’s topic:
The cheese industry is in the ascendant, and normal temperature products are the new trend of the market. The emergence of normal temperature leisure cheese has solved the pain points in the development of three categories and will release more than 100 billion market space. First, channel breakthrough. Low temperature cheese needs to be equipped with refrigerated freezers, which can not be widely promoted in all channels; Second, the scene breakthrough. The consumption scene of low-temperature cheese is relatively single, and consumers can’t enjoy delicious food anytime and anywhere; Third, market breakthrough. At present, low-temperature cheese is mainly distributed in the first and second tier markets, and there is still a big gap in the third, fourth and even fourth and fifth tier markets.
Mengniu has accurate insight into the new outlet of cheese development. From the launch of the sub brand of normal temperature leisure cheese “Zhi molecule” to the shock listing of high calcium cheese stick, Mengniu’s cheese strategy is clear. After terentsu and Chunzhen, normal temperature leisure cheese may give birth to Mengniu’s next 10 billion single product. At present, there are millions of normal temperature sales outlets in China, and Mengniu’s channel advantages are well known. Relying on its strong brand appeal, channel control and market insight, Mengniu will fully develop the normal temperature leisure track, which is bound to reconstruct the brand pattern of the cheese market.
Industry highlights: 1) Jiangsu Hengshun Vinegar-Industry Co.Ltd(600305) general manager resigns. 2) Eastroc Beverage (Group) Co.Ltd(605499) it is proposed to establish a wholly-owned subsidiary. 3) Budweiser snowflake supplier intends to be listed. 4) The prices of some products of AB InBev increased. 5) Revenue of Shuanggou high-end liquor in the first three quarters was + 114% year-on-year.
Risk tips: 1. Risk of macroeconomic weakness; 2. The risk of long-term epidemic prevention and control in China; 3. Risks of major food safety events; 4. Major agricultural epidemic risk.
