current position：Home>"No sheep, no cattle" sheep milk powder: from "cognitive dimension upgrading" to "conceptual impact"?
"No sheep, no cattle" sheep milk powder: from "cognitive dimension upgrading" to "conceptual impact"?
I didn't expect that at the moment when the increment of infant milk powder market is narrowing , Sheep milk powder ushered in “ bull market ”.
Since the end of last year, Miaoke, a lamb under Feihe banner 、 Jiarui Miaoke and other sheep milk powder are distributed in the channel , In the first quarter of this year, JUNLEBAO launched sheep milk powder to become love only 、 Meisujia'er launched cross-border sheep milk powder , And Mead Johnson's acquisition of mecco Gault 、 Danone buys obijia 、 Yili Jiayang milk powder has been purchased one after another .
so , Whether it's a Chinese funded flying crane 、 JUNLEBAO and Yili , Or Mead Johnson of foreign capital 、 Danone, these domestic and foreign dairy giants, has become the general trend to distribute sheep milk powder .
that , What is the charm of sheep milk powder track that makes dairy giants end one after another ？ Whether the milk powder market will become the next one as expected in the future “ Hundreds of billions of dollars ”？ What will exist in the opportunities hidden in the market “ Variable ” Well ？
One 、 Sheep milk powder is fed “ bull market ”： Pain point based “ Cognitive dimension ”？
As the saying goes ：“ If there is demand, there will be a market ”, The reason why the sheep milk powder track is favored , It is proved that there is an irreplaceable demand base in the market .
Scientific research shows that , Although milk is rich in many nutrients , But milk protein allergy is also the most common food allergy among infants , About every year 3% About newborns will have varying degrees of allergy to milk , Some even have stress reactions such as skin rash .
Published by the National Bureau of statistics 2021 National birth population in 1062 Ten thousand for example , Last year there were nearly 32 Million newborns are allergic to milk , Such groups are bound to look for an alternative , And sheep milk powder “ Hyposensitization ” The characteristics of become the most appropriate choice .
This has also become the basic plate for sheep milk powder to survive .
All the people in the world are for profit , The world is bustling for profit .
Sheep milk powder can make domestic and foreign giants end one after another , The probability of attracting them will not be based on this “ Pain points ” Of 3%, Maybe based on this point , And others “ Pain points ” String in series , Then from line to surface , Promote greater market potential and Bring up Larger market size .
2018 year , The Chinese Academy of Social Sciences released 《 Research on the development of sheep milk powder industry in China 》, The research report shows that sheep's milk, especially sheep's milk , Own whey protein 、 Casein content is considered to be closer to that of breast milk , And its naturally rich lactoferrin is eight times that of milk ; At the same time, compared with milk , Goat's milk also has smaller fat balls , And rich in unsaturated fatty acids , More easily absorbed by the human body .
Aside from the identity of sheep milk powder , Just by “ Small molecule 、 Easy to absorb 、 Closer to breast milk ”, Can be the reason why many young mothers choose their . In Chinese traditional cognition , Breastfeeding is the best , Milk powder is only the second choice for various reasons . that , Breast milk is another for parents in China “ Pain points ” Where , Naturally, it also has a high value potential .
also , In addition to these advantages, sheep milk powder , In the cognition of Chinese people , Goat's milk is in “ Halfcooked ” In the situation of , It is most easily associated with cattle , For example, in idioms “ Flocks and herds ”、 In the vegetable market “ Beef and mutton ” It's usually a family ; But in liquid milk 、 Powdered Milk 、 In cheese products , People are often unfamiliar with it .
This cognitive conflict , So that dairy enterprises can take advantage of this “ Familiarity ” Let consumers accept , It can also take advantage of people's demand for sheep's milk “ Strangeness ”, Through cognitive education 、 Brand marketing , Quickly occupy the intellectual highland of consumers , Let consumers re-establish brand concept , For example, Lanhe overtakes with the curve of Mianyang milk .
meanwhile , It's also easier to paste sheep milk powder “ High-end ” The label of , Don't add all kinds of... Like milk powder DHA、OPO、 Lactoferrin 、HMOs（ Breast milk oligosaccharides ） Wait to flaunt yourself , Over the years “ One cow alone ” In the market of , Sheep milk powder itself belongs to “ niche ” And “ Alien species ”.
and , Sheep milk powder is just needed in the basic plate “ The right place ”, And approaching breast milk and cognitive advantage “ and ” Outside , In the outlet of consumption upgrading, it has ushered in its own “ days ”.
Under the great pressure of young people's life , The desire to have children is not high , It makes the contemporary family gradually move towards “4+2+1” Inverted triangular structure . also , Due to the change of educational cognition , It has prompted Chinese people to embark on “ Eugenics ” The path of . thus , Changes in ideas and family structure , Make the consumer's ability to pay in the mother and baby market stronger and stronger , Consumers are willing to work for high quality 、 High security 、 Pay for high value-added products .
IResearch 《2021 China Insight into the market trend of mother and baby consumption 》 The report can also confirm this ： While the increment of infant milk powder market is narrowing continuously , High end consumption of mother and baby 、 Refine 、 The trend of personalization is obvious , New mother infant ecology is taking shape .
Sheep milk powder is passed to consumers with low sensitivity 、 Close to breast milk 、 Easy to absorb 、 High end label , This is based on “ Pain points ” Cognitive dimension , Just in line with the market demand and underlying logic under consumption upgrading . such , Maybe that's why sheep milk powder is in the situation of narrow growth rate of infant milk powder Market , And make flying cranes 、 Erie 、 The reasons why Danone and other domestic and foreign dairy giants entered the sheep milk powder track .
Two 、“ Turn red ” Blue ocean of , Old and new players “ mixed ”？
Deng Delong is 《2 Hour brand literacy 》 wrote ：“ In any category , There are valuable steps , When these steps are empty , When there is no brand occupation , You can take the lead in developing this field , Preempt this resource , That is, enclosure movement .”
for example , A lot of spelling With “ Sink the market ” Entering the game shook Taobao JD.COM “ Double overlord ” Pattern , Dexter lost Sanlitun in Beijing , from “ Rural areas surround the city ” The meteoric rise , Or the flying crane is 2015 First proposed in “ More suitable for Chinese babies ” Concept , Directly seize the first consumption scene of Chinese babies .
However , Dairy giants have followed the sheep milk powder track , At least in terms of infant formula , There are no empty stairs .
from 2018 Since, Aoyou has been 4 In, it accounted for more than... Of China's total import of infant formula milk powder 60%, And the sales volume of goat milk powder ranks first in the world . According to Aoyou 2021 Annual financial report data , Jiabeiaite, its only sheep milk powder brand, recorded sales of 33.48 One hundred million yuan .
According to the Institute of mother and child 、 Prepared by the prospective industry research institute 《2015 year ～2020 year 》 In terms of the market scale of sheep milk powder in China , The market scale of infant sheep milk powder has exceeded 10 billion , So only Aoyou accounts for almost one-third of the total market .
In the remaining two-thirds of the market , Not just full of The Red Star Meiling 、 Meilu and Lanhe are old players on the sheep milk powder track , We also face the giant flying crane of dairy enterprises 、 JUNLEBAO 、 danone 、 New players like Mengniu “ Stir up ”.
so , Sheep milk powder is a new track that has just entered the vision of consumers , It's already a red sea . however , Whether it's new players or old players , Each has its own advantages and disadvantages .
In addition to overseas production such as Aoyou 、 Domestic sales “ The half-blood ” Outside the brand , For old players , Because the entry into the Bureau has already realized the early occupation of most domestic sheep's milk resources .
and , There are great differences between dairy sheep and cows .
The first is that dairy sheep are more suitable for stocking , This means that the goat milk industry is difficult to be managed centrally at the breeding end , The scale effect of the industry is weak . The second is the low output , Compared with dairy Holstein cattle 8000~10000 kg / For the average annual milk production , The average lactation of dairy sheep is only 500-600 kg / year .
that ,“ Supply is less than demand ” Next , Early entry into the sheep milk powder track , And it is also the Red Star Meiling of the industrial pillar of Shaanxi Province 、 Yubao, Baiyue and other sheep milk powder enterprises , Undoubtedly, it has stronger advantages in goat milk resources than new forces such as flying crane .
Of course , Like dairy giants “ Not bad money ”, Naturally, it can also increase the upstream industrial chain of goat milk , such as 2021 In, Feihe's original ecology acquired Shaanxi lvneng , Overweight goat milk industry . however , It still takes time for the self owned organic pasture to be transformed from being put into operation , And for the selection and breeding of dairy sheep , It also takes a lot of time and cost .
Acquisition is really the fastest way to get a new track “ Admission ticket ”, But also bear the risks before the acquired enterprise . Still take the flying crane as an example , In the middle of last year, Feihe acquired Shaanxi Xiaoyang Miaoke dairy , Change it to “ Heilongjiang Feihe Dairy Co., Ltd , Suspected of changing waistcoats to enter the sheep milk powder Market .
This stems from the predecessor of small sample Miaoke, Guanshan dairy , I was in 2014 It was acquired by Feihe and renamed “ Feihe Guanshan dairy ”, However 2015 year 6 month , Feihe Guanshan dairy 6 Batches of products failed to pass the national inspection, and two batches of nitrate failed , The maximum exceeds the standard 8 times , There are also four selenium products that are unqualified .
Guanshan dairy, which failed to pass the national inspection, was immediately subject to administrative punishment , Then the flying crane hid his ears and stole the bell and deleted “ Feiheguan mountain ” In the company name “ Flying crane ” The words... , And sold it to Shenzhen Yueyou Industrial Development Co., Ltd., which was only established for more than ten days at that time .
In order to enter the sheep milk powder Market , Re acquire the former “ Guanshan dairy ”, It sounds good to forget the past , It's doubtful that Guanshan dairy was really sold in those years , It's just a matter of weighing the pros and cons “ cover other's eyes and ears ” Well ？
For dairy giants , Maybe not willing to miss the tuyere , As the big head of goat milk, Shaanxi naturally becomes its best target , However, many Shaanxi sheep milk powder enterprises have had problems in recent years , In addition to the lamb Miaoke and Guanshan Longzhou dairy mentioned above , And Mead Johnson's acquisition of mecco Gott 、 Red Star Meiling 、 Baiyue Ulis 、 Xiaozhi sheep Dairy industry 、 Red flag dairy 、 Joyous, wait .
that , Flying crane 、 Should Mead Johnson mention consumer checks , Before the acquisition, take a look at the background of the enterprise and the food safety problems that have occurred . After all , There is no ventilated wall in the world , In the Internet with all kinds of news , Consumers can always find clues for their children's health .
For new players , Although the current control over the upstream industrial chain is weak , But they all have unique advantages , Can be said to be “ Dimension reduction blow ” General brand influence .
Like a flying crane 、 MENGNIU 、 Erie 、 JUNLEBAO and others can take advantage of their channel advantages and brand effects in the country and even the world over the years , Put a single / New products of the matrix are rapidly rolled out in all channels , And according to years of marketing experience and working capital , With marketing support, products occupy the minds of consumers in the shortest time .
3、 ... and 、 Sheep milk powder market may suffer “ Conceptual shock ”？
Sheep milk powder on the track “ dividend ”, It is based on the premise that the market is stable and continues to grow . When sheep milk powder to the market “ Pain points ” For consumers “ Captivity ”, Also vulnerable to “ Conceptual blow ”.
“ Conceptual blow ” It can be divided into two points , On the one hand, for dairy enterprises , On the one hand, for consumers .
For dairy companies , The purpose of entering the sheep milk powder track is to narrow the growth of infant milk powder , With “ Goat milk powder ” As a concept , Bring new growth to yourself .
However , This will form a kind of “ paradox ”： As a segment of the milk powder market, sheep milk powder , On the premise that the large market scale remains unchanged , The increase of sheep milk powder will bring the decline of milk powder , like “ Hand to hand ”. When sheep milk powder is high-end 、 The image of nutrition is deeply rooted in the hearts of the people through market education , Then most of its share must belong to the group of consumers who originally belonged to the high-end milk powder Market .
After all , The market size is so large 、 There are so many consumers in each class , And developing 、 production 、 In the publicity and education market , And a lot of money . This can not help but give people a kind of , My own assets , From left hand to right hand , A trance feeling of paying a large fee .
Unless , Flying crane 、 Danone, a milk powder giant, can guarantee , Their share of goat milk powder is made up of “ Siphon effect ” from , Take small manufacturers 、 Small brands will be eliminated , All they eat is their share . however , This is almost impossible in market operation , stay “ Cattle and sheep ” and “ The sheep themselves ” In the double competition , No one can guarantee where the balance tilts .
also , With the improvement of national policies , Will make some brands lose “ Conceptual advantage ”. For example, it is published on the official website of the State Administration of market supervision 《 Announcement on further standardizing the labeling of infant formula milk powder products 》 Make it clear , from 2023 year 2 month 22 The date of , The name of the product contains the words "animal origin" , Its raw milk 、 Milk powder 、 Whey powder and other milk protein sources should all come from this species .
Simply explain ,《 Notice 》 After the launch , This kind of semi goat whey milk powder added with demineralized whey powder and whey protein powder （ It is commonly known in the market as “ Mixed sheep ”、“ Half sheep ” Powdered Milk ） It can't be called... On publicity or labels “ Infant formula sheep milk powder ”. According to the 《 Milk powder circle 》 Statistics , Up to now （2021 year 12.01）, Our country has 93 Goat milk powder is registered through formula , Among them is 53 This sheep milk powder is made of cow whey “ Half sheep ” Formula powder , That is to say, near 57% Sheep milk powder will be subject to the new regulations .
This is a good thing for consumers facing the mixed sheep milk powder Market , But once the market turns into “ Pure sheep ”, Well, for Beikang, this kind of has always been “ Pure sheep ” The selling point is to promote the brand , Thus, it will lose its selling point and market competitive advantage .
that , Will the future goat milk powder be the same as the current milk powder , This leads to the addition of various DHA、OPO、 Lactoferrin 、HMOs（ Breast milk oligosaccharides ） Wait to show your “ superior ” Well ？
For consumers , Buying sheep milk powder, whether from sensitization or approaching breast milk, is to solve their own problems “ Pain points ” Of , And this is on the premise that sheep milk powder has outstanding advantages or uniqueness in the market .
however , The uniqueness of sensitization or approaching breast milk , No one can guarantee that there will be any new products , Iterate it .
2017 year , Journal of nutrition Nutrition Journal A report by Professor Yang Yuexin was published on the “ Lactose intolerance ” The experimental results show that , Some self diagnoses are “ Lactose intolerance ” People who , Gastrointestinal discomfort after regular milk intake , It may be related to A1-β Casein related , Not lactose itself .
recently , Aoyou 、 Flying cranes and others also entered the game one after another A2 Milk powder track .A2 Contained in milk powder A2-β Casein is one of the main caseins in breast milk , It will not be produced during digestion and absorption, which may lead to indigestion of the baby 、 Abdominal distension 、 Diarrhea BCM-7, In short, it is equivalent to sheep milk powder in the milk powder industry .
also , When goat milk tells about its scarcity due to low production ,A2 Milk also has “ Scarcity ”： It is reported that , Only purebred strains that have been genetically tested A2 Cows can produce A2 milk , At present, there are only about 30% Our cows are purebred A2 cow .
As can be seen from “ Sensitization ”、“ Affinity ” And “ Scarcity ” Come up and say ,A2 Milk powder is not inferior to sheep milk powder , This means that sheep milk powder has been lost in the eyes of some people “ Uniqueness ”. Even for Aoyou, which ranks first in the sheep milk powder market , Also appeared in the Internet “ The growth rate of goat milk powder has slowed down year after year , Aoyou continues to launch high-end strategy A2 product ” Manuscript .
that , some time , once A2 The market awareness and popularity of milk powder exceed that of sheep milk powder , For the sheep milk powder market, the probability is a wave “ Conceptual shock ”.
This article is from WeChat official account. “ Morgan Business Institute ”（ID:morgantmt）, author ： Morgan Business Institute team ,36 Krypton authorized release .
author[36kr],Please bring the original link to reprint, thank you.
The sidebar is recommended
- How many steps is it to go from the wild hero to the overlord of the Jianghu?
- Wei Shen, a mathematician at Peking University, was hot again and helped six doctors solve problems: after four months of trouble, Wei Shen only took one day
- Foreign venture capital news | India's real-time distribution start-up "zepto" received a round D financing of US $200 million, with a valuation of US $900 million
- Scientists are developing robots with electronic hair that can mimic the touch of human skin and even sense and predict the direction of touch
- Dismantling station B investment: three years "bet" more than 100 times, can we get rid of the "quadratic" label?
- Crazy fan fitness and muscle enhancement and Liu Fuhong? You may have "thin phobia" (Part 2)
- In the first quarter, the power battery enterprises fell into the "crack" of the industrial chain
- Crazy fan fitness and muscle enhancement and Liu Fuhong? You may have "thin phobia" (Part 1)
- Keep's dream was realized by Liu Jianhong
- Overshadowed by camping? The home stay business will not be "fragrant" in 2022
guess what you like
Liepin data: a job you can't quit and a home you can't rest assured of
Sunflower remote control and Intel vPro help enterprise remote IT management
Yingchi responded to RTX 3070 Ti metal master OC graphics card golden finger abnormal complaint detection, which is a new original genuine product
Message queue Kafka "retrieval component" is heavily online!
Germany will invest 98 billion yuan to attract chip manufacturers
Musk's $44 billion acquisition of twitter was subject to antitrust review in the United States
Keep's dream was realized by Liu Jianhong
Trust creates new dividends for growth. The 2022 Kwai e-commerce gravity conference will be held on May 13
With the release of igame z690d5 ultra, it is unique and leads the trend!
Vigorous forest, shallow sea
- New stills of Avatar 2: the way of water exposed
- "The last survivor" HBO series set video leakage resisters fight back Fedra
- Game peripheral manufacturer Turtle Beach is looking for potential acquisitions
- China has issued 120 million electronic driving licenses and 370 million electronic inspection marks
- Can't you hide the film viewing records of the open IP territory?
- Camping is popular. What are the hidden worries behind the trend?
- Nintendo mobile games has a total revenue of nearly $1.8 billion, and "flame Herald hero" contributes the most
- Dean of Peking University talks about Wei Shen's dimensionality reduction blow: it is very common for science and engineering disciplines to learn well, which depends on talent
- Famous venture capital partners: 23 practical experiences and lessons on company construction (I)
- Famous venture capital partners: 23 practical experiences and lessons on company construction (2)
- Famous venture capital partners: 23 practical experiences and lessons on company construction (III)
- Wechat supports mobile phone temperature monitoring and other functions, which leads roast to complain that it is useless except for occupying memory
- As the machine turns and the service runs, Shanghai Songjiang accelerates the resumption of work and production
- What is NFT? What is the magic of NFT digital art?
- How to assemble computer accessories bought by a treasure? Xiaobian teaches you computer installation tutorial!
- Paint industry Tiktok shooting production company which is good?
- It is also the code name of 3A survival game developed by "Odyssey" Blizzard for nearly five years
- Rouyu, the founder of folding screen, paid back the salary of employees. The source of funds is unclear
- Jia Yueting's microblog IP territory shows that many netizens in Beijing follow the post and make fun of it
- The rare apple-1 computer was auctioned: it was equipped with jobs's handwritten serial number and cost more than $250000
- Rookie appeared at the Asia Pacific Federation of Posts conference, and the experience of digital intelligence logistics has attracted the attention of many countries
- WSTS: in 2021, global chip design IP sales increased by 19.4% year-on-year to US $5.45 billion
- Tencent's application for multiple QQ yuan universe trademarks was rejected
- Researchers share a rare image of "high fin arowana"
- Middle aged men drinking Maotai began to buy blind boxes
- Musk set three fires on Twitter's "cigarette butt"
- Recruitment of agents, hengchi 5 offline, can Hengda turn over?
- With more downloads than tiktok and sheen, why is this social app so popular?
- 3 million Bentley new cars have been repaired in 17 places? The owner has been driving for 5 years without knowing it. 4S store: can't you give you a foot pad?
- Millet's Indian crisis
- Professor Yue Hua: only the elderly get osteoporosis? Young people, get out of the misunderstanding!
- Zhangboli: Integrated Traditional Chinese and Western medicine is a major feature of the prevention and control of the COVID-19
- I've been transferred and feel good!
- Onions are edible heart stents? Cancer prevention and hypoglycemic! Purple skin and white skin are very different!
- What's the difference between stone pot and ordinary non stick pot?
- 32 years, 32 pictures, review the cosmic beauty photographed by Hubble telescope!
- Teaching case of "space seed" planting activity in labor and technology education "
- The guaranteed 618, 2K price performance price ratio magic iqoo neo6 se is now fully pre sold
- Who is behind the sale of children's height anxiety? Who's the "money printer" again?
- The Shaanxi couple are going to ring the bell for the IPO