Fresh milk bar is favored by consumers because of its unique products. The products produced by the fresh milk bar include pasteurized fresh milk, all kinds of yogurt, ice cream, milkshake, cheese and so on. In general, the marketing amount of pasteurized milk in fresh milk bars accounts for 61% ~ 71% in summer and 71% ~ 81% in winter. Others are milkshake, yogurt, ice cream and milk tea. Raw milk can be traced back, the channels are clear, the quality of milk can be controlled, and the monitoring of nutritional indicators and hygiene indicators can be achieved in one step.
2. Independent national standardized dairy farm, the health of cattle can be controlled, healthy cows can be raised and high-quality milk can be produced, and high-quality raw milk can be exclusively used.
3. Cold chain transportation can be monitored throughout, pasteurized at low temperature, and the operation is completely transparent. With reference to the changing laws of dairy consumption varieties in developed countries and the changes in the structure of dairy consumption varieties of urban residents in China, it can be judged that the development of dairy consumption market of urban residents in China is in the dominant stage of liquid milk. In 2119, China's liquid milk production has reached 16,416,411 t, but compared with developed countries, the dairy structure is not reasonable. In our liquid milk structure, the proportion of UHT milk is extremely heavy, and the proportion of pasteurized milk is extremely light.
according to relevant research data, compared with the raw milk before sterilization, pasteurized low-temperature preserved milk and ultra-high-temperature sterilized normal-temperature milk are quite different in a series of indexes. In terms of the degree of nutrient loss, the loss rate of vitamin 8 is 5% ~ 11% for the former and 21% for the latter. Vitamin c loss rate, the former is 11% ~ 25%, while the latter is 61%; Folic acid loss rate, the former is about 11%. The latter loses 31%; The loss rate of methionine is 11% for the former and 34% for the latter. Cystine loss rate, the former is 11%, the latter is 34%. In terms of quality change. Protein degeneration rate, the former is 1.43%, the latter is 94.2%; Lactoglobulin content (raw milk content is 3411mg/L), the former is 2911mg/L and the latter is 211 mg/L. It can be seen that pasteurized milk has the advantages of fresher and higher nutritional value, so "freshness" has become the biggest advantage of pasteurized milk. From this perspective, pasteurized fresh milk at low temperature will surely become the mainstream of milk consumption. Fresh milk bar is in line with this development trend, taking pasteurized milk as the main product. The existing dairy retail sales channels are divided into modern sales channels, traditional sales channels and special sales channels, and each channel has its own unique management mode and function. Modern distribution channels of dairy products mainly include hypermarkets, supermarket chains, convenience stores and specialty stores, which are in a dominant position. Traditional sales channels mainly include department stores, community grocery stores and street stalls. Due to changes in market structure and demand, their proportion in sales channels has gradually shrunk. Special channels are sales channels defined according to different industries or special groups in society, such as schools, restaurants, group purchases, etc., which are in a state of growth in sales channels.
the existing sales channels have the following problems: first, manufacturers can't control the distribution channels well. With the continuous broadening and extension of channels, dairy enterprises' understanding and control of retail terminals has become weak. In particular, the lack of timely understanding and response to information such as consumer behavior changes and service needs is very unfavorable to the market competition of enterprises. Second, the cost of channel entry is getting higher. According to the survey, if a mid-range brand product wants to enter a large supermarket, it will cost 31,111 to 51,111 yuan, which makes the profit of the enterprise thin. Therefore, the distribution channels are calling for innovation to reduce the operating costs and increase the profits of enterprises. Third, the distribution channel institutions overlap and the channel mode is single. In the fierce market competition environment, sales channels are an important weight for enterprises to enter the market quickly. Whoever controls the channels will have the initiative in sales.
From the perspective of sales channels, fresh milk bar has opened up a relatively new sales channel. Channels should be determined by satisfying customers' needs and economy. This sales channel is reflected in both aspects, because there are few intermediate links in the channel, which is conducive to the timely and smooth flow of information, and the consumer confidence at the end can be transmitted to the upstream in time. At the same time, it avoids the aforementioned problems existing in the existing channels. Fresh milk bar jumped out of the shackles of a single channel and integrated and improved the existing channels with the idea of combining multiple channels, effectively improving the market share and sales performance. They include special channel sales, for example, the combination of Shengda milk bar and Shengda supermarket in Dongying; Paramount combines group purchase and sales with schools and institutions. Moreover, they used the sales methods of restaurants, which not only enriched the product supply structure, but also updated the service image. The main business model of China's dairy industry is still decentralized farming and centralized processing. Each subject in the dairy industry chain belongs to independent economic interest groups, and it is only a production link, without forming an integrated value link. There is a conflict between the individual rationality of each link in the industrial chain and the overall rationality of the industrial chain. Dairy farmers and dairy enterprises are a loose organizational relationship, and there is no * * * identical and balanced link between the leading enterprises in order to obtain the maximum benefit and the dairy farmers' pursuit of the maximum income. In the transaction or game between farmers and enterprises, the power of enterprises is far greater than that of dairy farmers. In any case, this unequal trading relationship will not form a linkage mechanism in which risks are shared and benefits are shared, and the income space of dairy farmers in the industrial chain can only be passively reduced.
The development goal of dairy industry should start from the long-term development of the whole dairy industry chain, and dairy farmers and dairy enterprises should form a common interest subject, so that honesty can be internalized into the interest demand of each subject in the dairy industry chain. After the melamine incident, dairy enterprises actively changed the loose relationship with the upstream industrial ring, established their own pastures, shared pastures and self-built milk stations, and strengthened the supervision of milk stations. The former external link is changed into internal link, and the contractual relationship with upstream industry is changed into internal organizational relationship. The demand for honesty of dairy enterprises makes the organizational boundary of enterprises expand and is still strengthening. However, the internalization of this kind of honest link requires enterprises to have considerable strength, and it is difficult for small dairy enterprises to get involved.
However, the development of fresh milk bar provides another new idea for the integration of dairy management. Contrary to the direction of dairy enterprises extending upstream, fresh milk bar extends from upstream to downstream. The weakest link in the industrial chain is aquaculture. At present, fresh milk bar should reverse the weak position of breeding link and strengthen its position in value connection. The premise here is the equality in the chain, which makes the breeding link and the processing and sales link form a link of equal value; Breeding, processing and sales are closely linked within an organization, and all of them are glorious. On this basis, it is possible to make the loose connection of breeding, processing and sales develop into a close-knit interest.