The earliest fresh milk bar in China appeared in Jinan, Shandong Province in 2119. Its selling point is to make the most convenient place to provide consumers with the freshest, nutritious and safe dairy products in the shortest time.

fresh milk bar operators use raw milk produced by their own farms as raw materials, and conduct on-site processing and on-site sales, so that consumers can experience the original fresh milk without any additives. Fresh milk bar is a new thing in the transition period of China's dairy industry. In 2112, the first document of the Central Committee emphasized: innovating the circulation mode of agricultural products. Explore the establishment of a flexible and diverse agricultural product production and marketing model that effectively connects production and consumption, reduce circulation links and reduce circulation costs. This points out the direction for innovating the system and mechanism of dairy production and marketing. Based on the in-depth analysis of the historical background of the emergence of Shandong fresh milk bar, this paper puts forward five aspects of promoting the progress of dairy industry, namely, the emergence and development of fresh milk bar to meet the requirements of the development of dairy productivity in China; Fresh milk bar is an innovation of integrated management system and mechanism of production and marketing; Fresh milk bar broadens dairy consumption channels and optimizes the consumption market structure; Fresh milk bar is the innovation of pasteurized fresh milk production and consumption mode; The development of fresh milk bar is helpful to broaden employment channels and social stability.

Fresh milk bar is a new catering format. According to the statutory interpretation of catering service in the Regulations for the Implementation of the Food Safety Law, fresh milk bar can be defined as a warm leisure place that provides consumers with fresh, nutritious and safe dairy products through instant processing, on-site sales and instant service of raw milk. It is a highly integrated product of the primary, secondary and tertiary industries in the dairy industry, namely, raw milk production, production and processing, and catering services.

At the same time, fresh milk bar, as a new catering format and a new thing, is in the initial stage of development, with short growth time and low maturity. No matter in the management or supervision of fresh milk bar, there is still a lack of supporting and standardized technical norms and policy measures. In the management and development of fresh milk bar, there are still too many abuses and disorderly development in some places. Illegal operation, the milk source is unknown and not fixed; The quality of personnel is not high and the operation is not standardized; Mercenary, not honest. The problems of unclear responsibilities of the regulatory authorities and inadequate supervision exist simultaneously in some places. These phenomena and problems are problems in development and progress. As long as all aspects of society work together, it can be solved effectively with reform ideas and means.

Fresh milk bar is a new type of dairy industry in some areas of Shandong Province in recent years. Fresh milk bar operators use the fresh milk produced by their own pastures for on-site processing and sales in the fresh milk bar, so that consumers can truly experience the original fresh milk without any addition. According to our investigation, fresh milk bar has been widely recognized by consumers and favored. Fresh milk bars have mushroomed in Dongying, Weifang, Jinan and other places, and are rapidly expanding to other regions. According to the survey, the construction of a fresh milk bar requires an investment of 511,111 ~ 211,111 yuan, including equipment, rent and decoration. Among them, the equipment is 1-31 thousand yuan, the rent is 3-1 million yuan, the decoration is 1-51 thousand yuan, and the working capital is 1-31 thousand yuan. Fresh milk bar needs to purchase 1 fresh pasteurizers, with a processing capacity of about 61~l51/L at a time, and 51 ~ 211 kg daily. In addition, it is necessary to purchase L ~ 2 yogurt machines, 1 ice cream machines, 1 milkshake machines, freezers, disinfection cabinets, milk barrels, operation desks and so on.

With the continuous enrichment of fresh milk bar products, other equipment will be needed in the later stage, such as burger machine, oven, ice maker, etc.