高端牛奶的市场竞争环境分析

在消费升级和国民健康意识的普及趋势下,我国乳制品消费量也逐渐提高,高端牛奶在特仑苏和金典广泛的市场教育下,迎来了稳定增长。牛奶高端化大势所趋,地方品牌在高端市场、超高端市场为消费者提供了更多选择。这一点线下市场尤其明显,线下市场地方品牌的高端奶占据了2/3以上的市场份额,“特金”一统高端市场的时代正在成为过去式。同时,地方品牌的活跃和高端产品的多元化也充分说明统一标准化与天然概念不能兼得。

Market Competition Environment Analysis of High-grade Milk

With the trend of consumption upgrading and popularization of health consciousness from Chinese citizens,the sales volumes of diary product are gradually being boosted. Meanwhile,the market of high-grade milk is experiencing smooth growth due to the extensive influence of Telunsu and Jindian,high-grade milk. The consumption of high-grade milk has been being an obvious trend. It is especially clear in offline market that the local brand of high-grade milk provides consumer with diverse choice for upscale market and super upscale market. The high-grade milk of local brand in offline market takes two-thirds market shares. The times ruled by TJ have been being the history. Meanwhile,with local brand activeness and upscale market variety,it is clarified enough that the concept of emphasizing standardization and pure nature can’t exist in the same product simultaneously.