2022年中国乳业七大趋势分析

Analysis of the Seven Major Trends of China's Dairy Industry in 2022

2021年,上游的奶源建设过热,原料奶供应量充足,如果消费需求的增长速度和原料奶产量的增长速度不匹配,则行业将会出现新的拐点。2022年,中大型乳品企业的扩张速度将会持续扩大,品牌建设也将会进一步地强化,在产品创新方面,将从基础营养型产品向专业营养型产品方向过渡,而在销售渠道方面,碎片化将会为企业带来更多的挑战,推广方面更趋向全域化发力,产品价格将出现两极分化特征,高质高价和大众低价将同时存在。

In 2021,the upstream milk source construction overheating,raw milk supply is sufficient,if the growth rate of consumer demand and raw milk production growth rate does not match,the industry will appear a new inflection point.In 2022,the expansion of the largest dairy enterprises will continue to expand,will also further strengthen the brand construction,in terms of product innovation,from the basic nutritional products to the professional direction of nutrition transition,in respect of sales channels,the fragmentation will bring more challenges for enterprises,promoting global change,tend to be more Product price will appear polarization characteristic,high quality high price and mass low price will exist at the same time.