Focus group in China :
Milk market can rise again
According to focus group in China, this product, which benefits from
the healthy image of the yoghurt but frees itself from constraints connected to
the cold chain, passed from 0 to 500 M € of figure of affair in five years -
the billion is aimed for 2015, and benefits from a 60 % gross margin. Among
other categories susceptible to grow strongly over the next years, focus groups
quote the h-milk, the drinks with yoghurt and with milk, the desserts and the
milky snack bars, the organic products.
Importation of milk from
New-Zealand to China market
Other
opportunity: the Chinese market structurally has a deficit in milk, pulling
imports which could quadruple by 2018. Today, these imports are very dependent
on New Zealand; importers are avid to diversify their supplies, and ready to
establish partnerships with new sources if quality and traceability are assured,
said focus
group in China.
In this
context, the consolidation and the modernization of small Chinese producers
also establishes a lever of value creation.
Focus group shows dynamism
of online channel
Last track:
the dynamism of the digital channels, waited increasing by 60 % a year over the
next years, is a great deposit for the international groups. Naturally, the
presence on the main sites of e-commerce is inescapable; but it is possible to
go much more far to term of commitment of the consumer: for example, why do not
to imagine a mobile application allowing, from personal data (weight, size,
age, activities, medical balance sheets) to identify dairy products the most
adapted for one or his children, and to integrate them immediately into his
basket on its site of favorite e-commerce? This idea come from focus group in
China and seems very promising in this market.
All these
construction sites are in the course of opening, whether it is by the Chinese
giants whom are Yili, Mengniu and Bright, or by the big dairy groups of Europe
and Asia Pacific. These invest significant amounts in the development of new
products (center of R*D created in China by Arla in 2014), and with new
channels(canals) (e-commerce for the infantile milk of Fonterra in 2014). Now
the French groups have to position, if they want to grow in a profitable way on
the Chinese market.
No comments:
Post a Comment