China ice cream market DQ ice cream ice-cream-YOLO Barak Rainbow ice creamhuahenghenyang Qi Wang

Who can take full advantage of the domestic brand of ice cream industrial upgrading of China's great opportunity, both to enhance brand sales of gold profits, business operations will be to measure the quality of key indicators

Beginning of this year, the chill of early spring has apparently been unable to resist the ice cream market was filled with the smoke flavor. Recently, the first by Mengniu's "ice cream trend in China 2010 conference," finally sounded the market this year, China's ice cream war "its assembly."

Gradually as a result of climate warming and rapid economic development, China's ice cream industry entered a period of rapid development. China's ice cream market in 2007 the production and sales amounted to 2,560,000 tons, an 12 percent increase over the same period the previous year; achieved sales of around 30.8 billion, is expected to break through the 2008 annual sales of 2.8 million tons, achieved sales of more than 34 billion yuan. At present, the world's largest ice cream producers are the United States, the annual output of more than 800 million tons, more than forty kilograms per capita. Cold production in China in recent years, more than 200 million tons, about 2.3 kilograms per capita, far away from the developed countries, the market prospects are still impressive. From the trend to follow the trend

The 20th century until the mid-90's, the Chinese market or the cold red bean popsicles and the world, the concept of brand is also highly fragmented. Both for producers or consumers, are only seasonally cold products. For many food plants for the production of cold is only a one-year phased arrangements; for many self-employed, it is "busy in March, a year to eat."

However, with the people's level of consumption growth, the Chinese ice cream market began a brutal business cards, and ultimately the formation of the current pattern of one-third of the world market: in order to Nestle, and the road of snow, as represented by eight hi-funded enterprises occupy Most high-end market, Mengniu, Yili, Hongbao Levin UN mid-range enterprises, the majority of township enterprises, private enterprises, such as reed, day occupation of ice, such as low-grade market.

From sales and market share, the Army Corps of Inner Mongolia has become a well-deserved ice cream market looking. According to the National Bureau of Statistics on the market in 2006 statistics, has become China Mengniu championship ice cream sales, the highest sales of China's sub-brand ice cream (with change), the ice cream sales, the highest single-goods (green heart) ... ... can be said, "people of every five ice cream consumption, there is an ice cream Mengniu."

Overseas experience tells us that ice cream is not a necessity, so ice cream can not be done solely on the basis of consumer needs, and to lead him to demand, and this demand has become the trend of consumption. However, the brand national brand in particular, how to lead the trend in the consumer trend of ice cream?

Zhang Rong, general manager of Mengniu ice cream in an interview that the ice cream is a combination of physical and emotional of consumer goods, with a similar fashion, so in order to lead the trend, we must first of all, the concept of leading the trend in the first step to master the popular topic of "climate." Innovation to replace the price war war

As market competition intensifies, the use of market price war looting has become a brand of ice cream a lot of domestic upset. However, all the way up the price of raw materials, foreign brands captured, as well as strong consumer brand awareness, not only make the price war can not stop the shrinking market share, but also to bring a lot of the development of enterprises "硬伤." Only a small number of enterprises rely on product cost and reduce management costs, resulting in a number of indicators of product failure, serious damage to the interests of consumers, but also the construction industry have an extremely adverse impact on some of the national brand quality and image in earnings by enormous losses.

Experts pointed out that with the escalating competition in the market, business spending as much as possible for the type of product groups to enhance technological innovation and marketing innovation, enhance the value of the products, ice cream industry to enable the return of its "spirit of consumer goods" position, to achieve healthy development of the market has become an inevitable trend.

"I think the development of the domestic ice cream industry is still in the relatively recent years, based on an era, why? Because of the lack of professional development needs of ice cream inside a culture of support in the back, the original operating mode of operation to the last on the such problems. In fact, the current situation in China is a poor culture of ice cream, ice cream if the culture well, the future development will be very good. "Deputy Secretary-General of China Light Industry Federation, the Chinese bakery products Sugar Industry Association believes that Zhu Nian Lin .

It is learned that Mengniu products this year to upgrade the original at the same time, the quality will be based on the value of the brand connotation for help, there are plans to introduce more high-end products, and to participate in long-term foreign-brand high-end market dominated by the Game . Dairy competition to find a new bright spot

Dairy ice cream brand in China to participate in competition in the market, in addition to its natural advantages, but also by the dairy industry as a whole development.

According to industry that since 2007, due to international market prices of raw materials of the general rise in the domestic dairy enterprises under considerable pressure from a sharp decline in gross profit margins of conventional liquid milk is an undisputed fact.

As an example to Mengniu, milk prices received in July from last year in the five months increased by more than 50%, while international oil prices and other uncontrollable factors, Mengniu cost of raw and auxiliary materials and logistics costs increased significantly.

However, the current inflation in China is still in control of the crucial moment, which means that the dairy is the rising cost of business, it is difficult to increase prices.

Experts point out that, in the face of the current situation, the dairy enterprise only by scientific and technological innovation, in order to pass the cost of self-digestion. Therefore, dairy brand will be sights on the fast growth, high profits, the market potential of ice cream products, the industry brought about by the high value-added dairy industry will be the health of the healthy development of the role played immeasurable.

And the Mengniu to "ice cream trend in 2008" as the theme of the conference, is a brand of China's dairy industry have sought to promote industrial upgrading of ice cream to promote the healthy development of China's dairy industry signal.