insane! Fresh milk price war, only five yuan per liter, dare you trust to buy it?

category:Global
 insane! Fresh milk price war, only five yuan per liter, dare you trust to buy it?


About 10 yuan can buy a liter of fresh milk. Photo by Zhang Xu

With the rise of pork price, beef has also increased a lot, but the price of milk in meat, egg and milk has dropped. In recent days, about 10 yuan can buy a liter of fresh milk. When the promotion price of some fresh milk is the lowest, it is almost equal to pure water.

The price of fresh milk is only 5 yuan

At the end of June, Guangming fresh dairy (950 ml) launched the activity of buy one get one free on Jingdong. Six bottles were ordered and 12 bottles were handed. The actual payment was 55.52 yuan, with an average of only 4.63 yuan per bottle, equivalent to about 5 yuan for a liter of fresh milk. And 5 yuan can buy two bottles of pure water with 500ml in the supermarket. It can be said that water is more expensive than milk.

Purchase one get one free of fresh milk order screenshot. Respondents provided

Li Jing of Beijing was quick at catching 12 bottles. A liter of milk is less than 5 yuan. You can buy it as water to drink, not to mention fresh milk. What kind of bicycles do you want at this price She was also a little worried. She placed an order on June 28 and received the goods on June 29. It was found that the milk was produced on June 19. It is not easy to drink 12 bottles of milk within the shelf life.

In addition to the e-commerce platform, offline supermarket fresh milk is also carrying out fracture promotion. In the past, the price of a liter of milk was generally around 20 yuan, but now there are many varieties that can be bought for about 10 yuan.

China new network

The reporter saw in Wumei supermarket in Chaoyang District of Beijing that the price of Yili fresh milk (950 ml) was 12.9 yuan, while that of Mengniu modern pasture (960 ml) was only 10.9 yuan.

In a Yonghui supermarket in Fengtai District of Beijing, the high-quality milk of Guangming fresh pasture, which was originally priced at 19.9 yuan, was sold for 7.5 yuan. Another bright Uber and fresh pasture together to buy a free one, the total price of 18.9 yuan. The current price of fresh milk in Mengniu modern ranch is 9.9 yuan. Another fresh milk of daily fresh language is also labeled with a yellow promotion label, with the current price of 19.9 yuan. The yuexianhuo milk of JUNLEBAO also has a buy one free brand. Beside the price tag of Wandashans fresh milk, there is a 6% discount on the second piece.

Yonghui supermarket fresh milk is also on sale. Photo by Xie Yiguan

In addition to large supermarkets, convenience stores are also following up on discounts. In the convenience bee shop, three yuan fresh milk is on sale. Among them, the time limit with block 38 label is 4.9% off, which is equivalent to buying one for free, and the time limit with block 39 label is 6.9%. According to the shop assistant, the convenience bee has different promotional activities with different discount intensity every half a month.

The price has been reduced for a month. Guangming and Mengniu are on sale, but it is temporary. Yonghui supermarket staff told

China new network

Reporter, the competition of fresh milk products is fierce now, so they have to reduce prices and promote sales.

On the causes of the fresh milk price war, food industry analyst Zhu danpeng said: low temperature fresh milk is a development trend in China, and consumers consumption habits have not been fully developed. Which brand can enter the hearts of consumers, the repurchase rate will rise in the future. Therefore, brands choose to reduce their gross profit and popularize consumption.

Convenience bee three yuan milk discount. Photo by Zhang Xu

As consumers demand for milk, especially high-end fresh milk, is increasing by 20% this year compared with last year. There are more than 20 types of fresh milk, including Guangming, Mengniu, Yili and other brands. According to the person in charge of convenience bee, the price of low-temperature fresh milk starts from 3 yuan. Due to different product positioning and capacity, there are more than 20 yuan of high-end products, and the medium and high-end categories above 8 yuan are more diversified and more favored by consumers.

High temperature sterilized milk can be assured to buy?

5 yuan a liter of milk, cheap is cheap, but after seeing the packaging box of Guangming fresh farm written high temperature sterilized milk, some consumers chose to give up.

On a consumer exchange platform, some netizens wrote down their reasons: high temperature sterilized milk, not pasteurized milk, shelf life of 15 days, and not pasteurized milk, but also low-temperature storage, why do you want to make things that dont slip, and dont buy them in the future.

Consumers are worried about the loss of nutrients in high temperature sterilized milk. Comments screenshot

The traditional pasteurization process of fresh milk is to sterilize at low temperature for 15 seconds, which can ensure the content of active protein, and the shelf life is about 7 days; for normal temperature milk, ultra-high temperature sterilization is used for 4 seconds to extend the shelf life, while almost all the active proteins are lost. What technology is used in the high temperature sterilized milk and how is the performance in terms of retaining nutrients?

In fact, high-temperature sterilized milk is a new variety, and it is less than one year old compared with pasteurized milk which was born more than 100 years ago. On March 1 this year, the State Administration of Market Supervision issued a new version of the food production license catalogue, adding high temperature sterilized milk to the column of liquid milk. At the end of March, two companies of Guangming Dairy Co., Ltd. obtained the first production license of high temperature sterilized milk in Shanghai.

Although pasteurization and pasteurization are still important in milk sterilization, it is not necessary to keep pasteurized milk at high temperature.

The picture is from the State Administration of market supervision and administration.

At present, there is no national standard for high temperature sterilized milk. Dairy expert Wang dingmian told

China new network

At present, the concept of high temperature sterilization is somewhat vague, but it is certain that the higher the temperature, the greater the damage to the original nutrients of milk. Pasteurization is now used about 75 degrees of temperature sterilization, short shelf life. If the high-temperature sterilization temperature is higher than that, it is not guaranteed to retain the same flavor and nutrients.

It is worth noting that JUNLEBAO launched Yue fresh milk in November last year, which also adopts different technology from pasteurization and ultra-high temperature sterilization. Yang Hongbin, vice president of JUNLEBAO dairy group and general manager of low temperature business department, once said, the principle of inf0.09 second ultra instantaneous sterilization technology is to let milk flow through the steam space in the way of natural dripping, and quickly heat up. At the same time, it can retain more active protein and extend the shelf life to 19 days

At present, this extension of fresh milk shelf-life technology is still in the enterprise standard, has not been recognized by the state and spread in large areas.

Why do dairy companies bet heavily on fresh milk?

In the past, the cold chain transportation of fresh milk has always been the moat of the industry, so the fresh milk market is mainly dominated by local dairy enterprises. With the overall growth of the industry tends to be stagnant, fresh milk is becoming a must for dairy enterprises.

As early as three years ago, Mengniu started the national distribution of low-temperature fresh milk business. In April 2017, Mengniu officially established the fresh milk division. In early 2018, Mengniu launched three fresh milk brands: fresh strict selection, daily fresh language and fresh factory. Yili is based on Harbin market layout fresh milk brand Baige te. In 2019, JUNLEBAO will launch fresh milk with a shelf life of 19 days, which will greatly increase the market radius of its products.

The competition is intensifying, and the competition for high-quality milk source is becoming more and more fierce. Especially in the south, at present, the raw milk production in South China only accounts for 10% to 20%, but the demand is close to 55%.

Mengniu Yili, the two leading enterprises of Mengniu Yili, made use of its advantages of scale to increase the distribution of milk sources in the south. Yili has more than 2000 self built and cooperative farms in Sichuan, Anhui, Zhejiang, Hubei and other places. Mengniu improves the supply capacity of fresh milk in the south by purchasing modern animal husbandry. The competition of domestic fresh milk market has developed from regional competition to national competition of Chinese and foreign brands.

Mechanized breeding of dairy cows. Photo by Yu Jing

Dairy enterprise financial report also revealed the growth of the fresh milk market and the fierce competition.

According to the interim performance report of Mengniu, in the first half of this year, the demand for fresh milk products was strong, and the consumer penetration rate increased rapidly. The sales volume of fresh milk business increased by nearly 100% compared with the same period last year.

Guangming dairy, based in East China, took advantage of the market in North China in the second quarter and made a significant recovery in its semi annual report.

In the first half of the year, the total operating revenue of Guangming Dairy Co., Ltd. was 12.146 billion yuan, up 9.52% year-on-year, significantly reversing the decline in the first quarter of revenue; the net profit attributable to shareholders of listed companies was 308 million yuan, a year-on-year decrease of 16.09%, significantly narrowing the decline of 45.35% in the first quarter.

Pu Shaohua, chairman of Bright Dairy, said in an interview with the media that the sales performance of bright North China market in the second quarter of this year showed double-digit growth due to the launch of fresh pasture.

In Zhu danpengs opinion, low temperature fresh milk must be the trend in the future. 80% of foreign milk is low-temperature milk, and 20% is normal temperature milk. Now the opposite is true in China. Therefore, from the dividend of Chinas consumer population base, there is a bright future for this category.

Competition between dairy enterprises, consumers benefit, and fresh milk with good quality and low price. Did you rush to buy it? (end)

(function(){( window.slotbydup=window .slotbydup||[]).push({id:u5811557,container:ssp_ 5811557, async:true }Source: Qin bailing, editor in charge of China News Network_ NB17208