China's milk powder market will reach RMB 50 billion this year For all children, Chinese mothers spend a lot of money on infant formula. The Milk Powder Industry Report (hereinafter referred to as the “Report”) released by the German company Xibao claims that in the first half of 2012, the mainland China milk powder market showed rapid development. It is expected that the sales volume of China's milk powder market will be 40 billion-500 this year. Billion yuan, a year-on-year growth rate of 10%-16%.

According to the “Report”, the current domestic milk powder market presents six characteristics: the brand is seriously divided, the volume and price of international brands are rising, the importance of mother-and-baby shops continues to increase, modern sales channels still occupy the core position, high-end brands continue to emerge, and milk powder prices continue to rise. It keeps rising.

Among the major domestic brands of milk powder, the growth rate of international brand sales was significant, the distribution rate, single point of sales force and market share all increased year-on-year, the competitiveness increased, the sales growth rate of Synbiotics was the fastest, and Wyeth and Dumex both showed double-digit growth; Major domestic brands such as Yili, Shengyuan and Feihe slightly declined.

According to the "Report", the maternal and infant stores are in a period of rapid expansion and integration, and the growth of chain stores and one-stop giant stores has brought revolutionary changes to the channels; the growth of BC-type shops and convenience-type stores has been poor, and high-end supermarkets and hypermarkets The proportion of KA's performance will increase further.

Compared with international brands, domestic milk powder brands are inferior to international brands in terms of distribution ratio: the distribution rates of the five major international brands (Wyeth, Abbott, Mead Johnson, Dumex, Nestle) are all around 80%, and the top 5 domestic brands (Yashili, Bein America, Yili, Shengyuan, Feihe) only 20%-70%.

"Report" statistics show that in the first half of the major international brands collective price increases, an increase of 5% -13%, and all major brands have launched or plan to launch high-end new products at a price of 300 yuan. Among them, the maternal-infant channel is the most important test-marketing place. From the price point of view, the high-end sales account for 200-299 yuan accounted for the highest proportion, followed by mid-end products with 150-199 yuan, and sales of milk powder with 300 yuan or more. It was 9% in March this year, an increase of 5 percentage points year-on-year.

According to the "Report", in the first half of this year, sales of high-end milk powder increased in all channels, sales of mid-end brands declined, and high-end brands of milk powder doubled in both high-end supermarkets and mother-and-baby channels.

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