乳制品行业分析

DairyIndustry杨洁袁征帆contents134256DefiningindustryGrowthrateandmaturityCustomersegmentsLeadingcompaniesThreatsandopportunitiesPredictthefutureDefiningindustryDefinition:Dairyproductsreferstocattle(sheep)offreshmilkanddairyproductsasthemainrawmaterials,throughprocessingintovariousproducts.DefiningindustryLiquidmilkMilkpowdersCondensedmilkMilkfatCheeseMilkicecreamothersProducts:DefiningindustrySubstitute：SoybeanmilkRicepastejuiceDefiningindustryIndustrychain:ForagefeedsupplyandPestcontrolDairyfarmersandfarmBreedingTechnologyanddiseasecontrolProcessingequipmentThesupplyofmilkPackagingequipmentandmaterialsupermarketstoreProcessingenterprisesmilkstationDirectsalesagencyConsumerProductionandprocessingMarketingConsumptionDefiningindustryValuechain:China0%5%10%15%20%25%30%35%奶农奶场加工企业包装材料销售奶站ValuedistributionDevelopedcountryDefiningindustryDegreeofrivalry:1.National:Industryproductionconcentrationdegreeenhancesunceasingly,theriseofabatchofproduction,supply,marketingintegrationmodelofdairyenterprises.2.Local:Liquiddairyneedpreservationandeachareahasitsownflagshipbrand.3.International:Internationalenterprisepromotetheirownbrandwiththehelpoflocalenterpriseandtheirtechnologyismature.DefiningindustrySupplierpower:1.Largedairyenterpriseshavetheirownmilksourcebase,sothemilksourceisnomoreimportant2.Thequalityofmilkissimilar.Supplierhasnocompetitiveadvantages,onlythroughlowerpricestosellrawmilkDefiningindustryThreatofsubstitutes:1.SoybeanmilkhassufficientrawmaterialsandsuitableforChinese.2.Juicecanenhanceimmunity,reduceillness,delayaging.3.Ricepasteiseasytodigestanddifferentformulationshavedifferenteffect.DefiningindustryBarrierstoentry：1.Oncetheformationofconsumerbrandloyaltyishardtochange,thenewbrandisverydifficultforconsumerstobuytheirproducts.2.Consumersincreasingdemandsonhealthqualityandpackaginggrades,entrantsmusthavethesafetyproductionandqualitycontrolcapacity.3.Thedairyindustryofhugeinvestment,longpaybackperiod,sothecostbarriersishigh.DefiningindustryBarrierstoentryDefiningindustryBuyerpower:1.TheagestructureofconsumptionofdairyproductsinChinabyinfantsandtheelderlydominatedextendedtoallages.2.Thechangesoftheconceptofconsumer.Healthbecomesthefirstchoice.3.Consumersaremorerational,canseethroughthetricksofbusiness.Definingindustry012345Degree ofrivalrySupplierpowerThreatofsubstitutesBuyerpowerBarriers toentryFiveforces目录134256DefiningindustryGrowthrateandmaturityCustomersegmentsLeadingcompaniesThreatsandopportunitiesPredictthefutureGrowthrateandMaturityGrowth4691.751725673.16003.96566.30100020003000400050006000700020092010201120122013销售量销售量GrowthrateandMaturityCompetition1.Becauseoffoodsecurity,foreignbrandstooktheopportunitytooccupyacertainmarketshare2.Withtheimprovementofpeople'sincomelevelandeconomicchangeineatinghabits,thedemandfordairyproductswillcontinuetogrow3.Twochildpolicyopen,increasingtheconsumptionofdairyproductsGrowthrateandMaturityMarketleadersGrowthrateandMaturity液体奶79%冷饮9%奶粉12%伊利股份（600887）液体奶84%冷饮8%奶粉7%奶酪1%蒙牛乳业(02319)液体奶72%酸奶奶酪奶粉24%其他4%光明乳业（600597）ProductrangeGrowthrateandMaturityAtpresent,thedevelopmentofChina‘scheeseindustryisstillinitsembryonicstage,alongwiththerecentyearsourcountrydairyindustryisbooming,thedevelopmentofthedomesticindustryisthenecessarytrendofcheese.2009-2012我国奶酪进口量年份2009201020112012进口量（吨）2533461472508000ProductrangeGuidetoIndustryAnalysis21MATURITYEXPANDINGGROWTHRATECOMPETITIONMKTLEADERS/STANDARDSMKTGGOALSMKTSHARE/STRATEGYPRODUCTRANGECUSTOMERLOYALTYVeryhighShake-outEmergingDifferentiateBuildshareExpandingGrowingGrowthrateandMaturity目录134256DefiningindustryGrowthrateandmaturityCustomersegmentsLeadingcompaniesThreatsandopportunitiesPredictthefutureCustomersegmentsMiddleageYogurtIcecreamPowderMilkChildrenBabyYouthTeenagersLiquidmilkOldageallallDairyAgeCustomersegmentsHelpdigestionLowcalorieSupplementarynutritionEasytoabsorbLiquidmilkYogurtIcecreamPowderMilkDairyFunction输入文字在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论CustomersegmentsLiquidmilkYogurtIcecreamPowderMilkDairyStudentmilkFemalemilkPregnantwomanmilkIdentityCustomersegmentsMeaningful-Affecttheirbuyingdecision（1）Economicsituationofconsumers（2）Theconsumer'scareerandstatus（3）Theageandgenderofconsumers（4）Theconsumer'spersonalityandselfconcept(1)Socialcultural(2)Relevantsocialgroups(1)Thequalityoftheproduct(2)Price(3)Brand(4)Packaging(5)Corporatepromotionalwork1.Customerfactor2.Socialfactor3.Enterpriseandtheproductfactor目录134256DefiningindustryGrowthrateandmaturityCustomersegmentsLeadingcompaniesThreatsandopportunitiesPredictthefuture输入文字在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论LeadingCompaniesLeadercompanies输入文字在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论LeadingCompaniescompetitive20122013销售毛利率净利润率成本费用利润率销售毛利率净利润率成本费用利润率伊利29.734.135.1732.568.5710.84蒙牛31.563.225.0633.125.676.84光明34.332.723.0334.752.914.52三项费用比重伊利蒙牛光明201225.3327.5631.41201321.8224.4230.37输入文字在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论LeadingCompaniesmarketshared伊利21.7%蒙牛18.8%光明9.6%娃哈哈6.9%旺旺5.4%三元2.1%完达山