Dairy products continue to heat up, and low-temperature milk runs out of the golden track
In the first half of 2021, the sales of normal temperature pure milk increased by 20.1% year-on-year, while the sales of low temperature milk increased by 25.0% year-on-year. In 2020, the sales of normal temperature milk in tmall mall increased by 50% year-on-year, and the sales of low-temperature milk increased by 150% year-on-year. The high heat of low-temperature milk track attracted well-known Chinese dairy enterprises, such as Yili, Mengniu, Sanyuan and New Hope Liuhe Co.Ltd(000876) competing for “fresh” layout. With the rapid growth of low-temperature milk market, how to provide higher quality and fresher low-temperature dairy products and build a perfect cold chain supply chain system has become the key for major dairy enterprises to break through and win. In addition, the repeated epidemic situation makes consumers re-examine the importance of food health. The active nutritional function of dairy products is gradually known by consumers. Low temperature milk may become a breakthrough for normal temperature dairy enterprises to expand market share.
The consumption and price of low-temperature milk in China are rising, and the industry is expected to further develop under the double growth trend of consumption and consumption
Compared with the consumption of normal temperature milk and liquid milk, China’s per capita consumption and consumption of low-temperature milk increased from 2016 to 2020. Even under the influence of the epidemic, the consumption of low-temperature milk still maintained a certain growth rate. Thanks to the rapid development of China’s cold chain logistics and the upgrading of consumers’ demand for milk quality, China’s low-temperature milk has achieved significant growth in both consumption and consumption
Technological innovation, cold chain transportation and the development of fresh e-commerce jointly promote the potential release of China’s low-temperature milk market
Because pasteurized milk needs cold chain storage and transportation in the whole process, its sales radius is limited to 200 km. In order to prolong the preservation time of pasteurized milk, large dairy enterprises have introduced advanced sterilization technology to extend the shelf life of products and expand the sales radius of products
The development of cold chain logistics escorts low-temperature dairy products. Low-temperature dairy products have a high demand for cold chain. Especially under the influence of the rapid development of the market, accelerating the construction of cold chain infrastructure has become the focus of the layout of dairy industry and dairy enterprises
Low temperature milk enterprises began to reach cooperation with fresh channels to sell low-temperature milk by taking advantage of the large scale of fresh e-commerce users and the perfect cold chain distribution system. With the intervention of fresh e-commerce, the channel layout of low-temperature milk industry may change in the future, and “fast” and “fresh” will become the attraction of new markets
The profitability of regional dairy enterprises is significantly higher than that of national dairy enterprises, and locking the source of original milk has become the focus of competition of low-temperature dairy enterprises
Low temperature milk has the characteristics of short shelf life, which determines the market expansion scope, with milk source as the center and cold chain transportation as the radius, resulting in the regional separation of market competition in China’s low temperature milk industry
In terms of sales channels, normal temperature milk enterprises mainly focus on national layout, while low-temperature milk enterprises realize the scale of pasture base through mergers and acquisitions or cooperation, which not only reduces the price cost, but also ensures the stability and freshness of milk sources
