Wutun Street, Yanliang District, Xian, Shanxi Province
Bai Yue Dairy Group
Milk powder industry reshuffle results fail the big monopoly enterprises small brand?
Infant milk safety has always been the focus of public concern,and now infant milk market order confusion,the product formula is along with the gender,to regulate the domestic milk market,the infant formula milk product formula registration measures for the administration of arises at the historic moment,it is understood that the measures for the administration will take effect on October 1st.The personage inside course of study says,this means that nearly half of the current market brand,the formula will be dismissed.
Bass dairy experts think of yesterday,sharing the cancellation will be on the basis of the new food safety law and further increase the infant powder industry threshold,at least half of the brand be removed from the industry,at the same time,it will accelerate the industry reshuffle and the focus of the brand.
According to infant formula milk products will be out of the New Deal,will strictly limit brand is pervasive
Recent reports that the infant formula milk product formula registration management regulations(draft)"(hereinafter referred to as the"draft")may be"released",the New Deal or to reduce the amount of powder brand.Is currently on the market there are more than 2000 infant formula powder brand,after the introduction of the policy,the market will rapidly shrink.Bass dairy experts think of yesterday,sharing the cancellation will be on the basis of the new food safety law and further increase the infant powder industry threshold,at least half of the brand be removed from the industry,at the same time,it will accelerate the industry reshuffle and the focus of the brand.
The multiple manufacturers there are about two thousand brands
It is understood that the exposure draft by the xi'an dairy industry association,the first disclosed more concern a provision is:the same enterprises approved to register the same product formula can only corresponding to a product,may produce different brands of infant formula milk.Approval of infant formula powder product formula registration shall not be restricted area sales,may not act as dealers custom production.To apply for registration of multiple product formula,the product formula shall have obvious difference,you can choose more than six kinds of nutrients,or confirmed by the scientific literature and test data
A yesterday declined to be named the personage inside course of study says when accepting a reporter to interview,"the paper industry calls for a long time.2008 years later,many enterprises in order to performance by hook or by crook,in its form,a lot of custom products,the company out of the dozens of brands,these brands are actually the same.Enterprises to the brand of the subcontract to different dealers,large chain stores to sell,thus exclusive sales,selling at a high price,high profit.Different regions,dealers or different stores,you can sell the prices are different formula,but in fact the inside of the formula is the same,this would lead to chaos:Chinese milk powder industry manufacturers from more than one thousand reduced to more than one hundred,but the brand increased YiLiangQianGe instead."
As far as he knew,in this paper,some previously specializes in custom stores can't sell personalized brand,performance plummeted,fell eighty percent performance,who specializes in custom firm performance have also been huge impact.Although some small brand name before,but the profit is very high,and the guarantee is exclusive,so its main push."If the measures for the administration,the implementation of some of the best do customization will lose at least seven brand eighty percent.90%of the one thousand personalized brand will be eliminated,brands will reduce a lot.
Small brands fail big monopoly enterprises is inevitable?
One industry source involved in the paper draft to the related media analysis also pointed out that"the implementation of the New Deal means that the threshold of the dairy industry to ascend,thousands of brands or faded,and the milk companies borrow recipes upgrade prices market strategy will fail.Maybe less than half a year,to reduce brand quantity will be from the current 2000 to 400."According to media reports,at present the country has nearly 2000 formula,the average enterprise hand formula with as many as 20,while foreign average master two or three formula milk companies.
It is understood that the New Deal for imported milk powder,short-term is a good thing.In general because of imported milk powder brand is given priority to,a few years will push a child brands,with China's dairy companies,some companies last year out of more than 30 is the brand.
However,some false foreign devil need supervision.,"said bass formula registration system was implemented,although a lot of imported milk powder will withdraw from the Chinese market,but they can also through cross-border electricity to enter again,the rules will do little to them,so the country should be in cross-border electricity to restrict,the level of imported milk powder to implement and domestic brands the same strict standards,and certification again."
As for the future pattern of milk powder industry,industry insiders said to reporters,"national policy goal is to eliminate these years all small brand.Over the years,China's milk powder industry present'miscellaneous,and more,and small,the characteristics of the national management.These policy,countries are designed to support large companies,eliminating small companies.The emergence of monopoly brand,the enterprise is inevitable,die a large number of small brands,short of this trend is two or three years,is five to seven years longer will appear,become like liquid milk business."
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Add：Northern part of Xihuan Road, Wutun Street, Yanliang District, Xian City, Shanxi Province