Analysis of the development status of China's goat milk industry in 2015:

Referring to the "2016-2021 Analysis Report on China's Dairy Products Industry Market Demand Forecast and Investment Strategy Planning" released by Prospect Industry Research Institute

In recent years, the emergence of goat milk powder has become a major bright spot in the domestic milk powder industry. The official rise of goat milk powder began in 2008, on the one hand, thanks to the maturity of the goat milk deodorization process, the technical solution to the previous promotion of goat milk has a big resistance to the stink; on the other hand, it is because of the impact of a wide range of security incidents in the alone. These factors ultimately for the goat milk powder industry soared to provide the right conditions, and in 2013 the state will goat milk powder formally included in the regulations, cows and goats to become the "only two" to be breast milk choice, which in the goat milk powder industry through the last layer of obstacles at the same time, it is to put an end to all the "conceptualization of the The "conceptualization" of the argument. So far, more and more people in the industry questioned, goat milk powder future ceiling in the end how much?

We might as well make some reference to the history of milk powder from ancient and modern times. The history of milk powder is not long, basically in the form of goat's milk or cow's milk existed in the more distant history of the torrent, and goat's milk due to the "can replace breast milk directly drink" characteristics, become the most important domestic and foreign breast milk replacement, goat's milk production and drinking range of natural and more extensive. This situation did not change until well into the 19th century. With the industrialization of milk, coupled with the western society from the state level to spare no effort to guide and promote, cow's milk quickly overtook goat's milk, becoming a daily necessity in modern life, and on this basis the formation of cow's milk powder. In the process, goat's milk, because of its unique flavor and scarce production, slowly became an even rarer milk substitute, gradually moving in the direction of the niche of high-end goat's cheese and scarce goat's milk powder.

Back to the development of goat milk powder industry in the status quo, this time there may be many people will ask, that now will become goat milk "counterattack" milk time? On this issue, scientifically speaking is unrealistic, due to the milk production cycle, milk production and other natural factors to limit, in a fairly long period of time, goat's milk will be "complementary to the milk" in the form of existence. So our question should be, goat's milk will eventually reach the main body of milk under how much capacity? China's goat milk industry development status and 13th Five-Year Plan research report analyzes that the key also lies in the industry positioning.

Shaanxi has set the goat milk industry as an important industry equivalent to the apple in the future. In Fuping County, Shaanxi Province, which is known as the "hometown of China's milk goats", milk goats have developed into a specialty industry for local farmers to increase their income, with the total output value accounting for 44% of the entire animal husbandry industry. The southwestern provinces of Yunnan, Guizhou and Sichuan are also eager to develop their own advantageous resources to develop dairy goat farming. Within the visible range, dairy goat farming will see a spurt of development. But after this wave of milk construction, followed by the depth of development and production and marketing of goat milk.

Industry experts estimate that the potential development value of goat's milk liquid milk, infant formula and cheese is more than 200 billion yuan. However, in my opinion, taking into account the characteristics of the milk goat periodic milk production, goat milk is not suitable for too much, too early intervention in the liquid milk industry, or should return to the dry production mode to develop high-end goat milk powder, to create a high-quality, branded, high value-added health industry. The development mode of wet, low-priced cow's milk powder, without considering the special characteristics of the goat's milk powder industry, the final result will be to step into the development of cow's milk powder in the trap.

The above viewpoints have also become the entire industry **** knowledge, the domestic veteran milk powder enterprises in the Sheng Yuan and Wandashan have formally launched their own goat milk powder products, Yinqiao Dairy as a regional brand in Shaanxi also began to take advantage of their own innate geographic advantage of the launch of the goat milk powder products, Feihe is the way to hold the acquisition of Guanshan launched a new series of goat milk powder, in addition to the news that the BeiYinMei is actively promoting their own project. The company is also promoting its own goat milk powder program. The involvement of these veteran cow milk powder companies will help to enlarge the goat milk powder industry as a whole, but frankly speaking the advantage is not obvious. Mengniu, Yili and other brands from liquid milk to milk powder market performance has repeatedly proved that the milk powder industry has its specialization, the special nature of the word of mouth, the advantage of the capital can not be a decisive advantage, on the contrary, like the Huan Enbao, Mecca Gault such as focusing on the goat milk powder industry, and has been in the accumulation of the brand, the accumulation of the brand of the word of mouth on a considerable level of the brand is more likely to get the win.

Another thing that can be used as a reference is e-commerce data. As e-commerce is very forward-looking for future business models, and the characteristics of "big data" can provide a reference for offline development. We can find in the e-commerce data, in the liquid milk market, is still Mengniu, Yili, Bright and a few local brands dominate, and goat's milk after years of development, can really break out to occupy a place in the brand has not yet appeared. But in the milk powder market, Huanenbao and other goat milk powder brand has become an important member of the national brand, become one of the choices of the 80, 90 crowd, in direct dialogue with imports, national brands is an eye-catching performance, occupying the position of the top ten, in the national brand in the third place.