RCEP背景下中国乳制品的市场潜力研究

An Analysis on Market Potential of Chinese Dairy Products under the Background of RCEP

受新冠疫情冲击、国内原奶价格逐年上涨、国内乳制品行业规模增长趋缓等因素制约,中国乳制品行业迎来了巨大挑战。《区域全面经济伙伴关系协定》(RCEP)促进成员国间货物贸易成本降低,为中国乳制品企业拓展海外市场带来了新机遇。通过比较第五届中国国际进口博览会上的相关乳制品,从生产、进口/出口贸易到消费环节分析了全球乳制品市场现况。中国乳制品企业必须寻找新的途径来克服品牌认知度低、出口产品结构单一、跨国经营能力薄弱等困难。基于美国农业部、经济复杂性观察站、联合国粮农组织、联合国商品贸易统计、东盟国家数据库等数据分析,表明中国乳制品在RCEP中的东盟国家具有良好的市场潜力,建议依托跨境电商平台建立中国乳制品品牌形象、以新媒体营销等手段实现产品线上线下推广,全面提升我国乳制品企业的跨国经营能力。

Influenced by the impact of the novel coronavirus,the rising price of domestic raw milk year by year,and the slowdown in the growth of the domestic dairy industry,Chinese dairy industry encounters great challenges.The Regional Comprehensive Economic Partnership Agreement(RCEP)helps to reduce the trade costs between member countries and brings opportunities for Chinese dairy enterprises to expand overseas markets.This case study summarizes the global market for dairy products from the aspects of world production,consumption,and imports by comparing the relevant dairy products at the 5th China International Import EXPO.China’s dairy enterprises have tofind new ways to overcome the difficulties such as low brand recognition,single export product structure,and weak multinational operation capabilities.Based on data analysis from the United States Department of Agriculture,the Observatory of Economic Complexity,the Food and Agriculture Organization of the United Nations,the United Nations Commodity Trade Statistics,and the Association of Southeast Asian Nations(ASEAN)Countries Database,Chinese dairy products have good market potential in ASEAN countries in RCEP.This paper proposes countermeasures,including the establishment of cross-border e-commerce platforms in the RECP region such as ASEAN countries,focusing on dairy product brand building,enriching online and offline promotion of products through live streaming and other means,and improving the transnational operation capabilities of enterprises.