The data shows that the market capacity of low-temperature products in the domestic retail market has reached about13 billion yuan, with a compound growth rate of 18.2% in recent three years, in which the growth rate of yogurt production and sales in recent three years is as high as 20%, which greatly exceeds the growth rate of other dairy products. In the industry's view, with the improvement of residents' living standards and the enhancement of health awareness, the yogurt market will expand rapidly in the next few years. Therefore, the yogurt market has become a battleground for dairy enterprises.
After this cooperation, the yogurt market share of the companies under Mengniu Group will reach more than 30%, and the two brands, Mengniu and Junlebao, will also form a United front from their own efforts. According to the annual report data released by Mengniu, the compound growth rate of Mengniu yogurt was 27.3% in 2006-09, and the year-on-year growth rate reached 30.3% in the first half of 20 10. Junlebao is the largest yogurt production base in North China, and the market share of yogurt ranks fourth in China. Among its annual turnover1260 million, up to 84% of its performance comes from yogurt.
According to the industry, the far-reaching impact of this integration is that the two sides complement each other in terms of "soft assets" such as product research and development, production technology and quality control. Junlebao can enjoy the technological innovation platform and related research and development achievements such as Mengniu Asia's largest high-tech dairy research institute and overseas workstations with Mengniu, and improve the technological content and market competitiveness of low-temperature products in Junlebao. Both parties will jointly develop more high value-added yogurt products for consumers to meet different consumer needs. In the past, Mengniu Guanyi Milk pioneered China's high-end functional yogurt, while Junlebao's jujube yogurt created a sales miracle of this category with its taste innovation, and such product innovation is expected to get a longer-term development in the future.
Jin Ye, Dean of the College of Food Science and Engineering of Inner Mongolia Agricultural University, said: "The core competitiveness of china dairy's future development lies in connecting with the world's most advanced dairy technology and enhancing its independent research and development capability in high value-added dairy products. The strategic cooperation between Mengniu and Junlebao will complement each other in scientific research strength and experience, which will promote the research and development and application of low-temperature dairy products to a new height. I believe that through this cooperation, it will greatly promote the strengthening of low-temperature dairy products with high added value and enhance china dairy's international competitiveness. "
Brand integration and intensive development
After the cooperation between the two parties, Junlebao will use Mengniu's advantages in milk source, R&D, quality control and marketing channels to accelerate the realization of "Junlebao" from a regional strong brand to a national brand, and better help china dairy's sustained and healthy development.
It is understood that as early as 2009, the Ministry of Industry and Information Technology and the National Development and Reform Commission formulated the "Industrial Policy for Dairy Industry" to encourage domestic dairy enterprises to integrate processing resources and improve their industrial level through asset restructuring, mergers and acquisitions, and strong alliances. In the 12th Five-Year Plan, it is further proposed that the overall development scale of china dairy should be changed from extensive to quality and efficiency. This means that the cooperation between Mengniu and Junlebao may open the curtain of china dairy's integration.
Liu Chengguo, chairman of China Dairy Association, said at the press conference that the cooperation between Mengniu and Junlebao conforms to three aspects: the first is in line with the spirit of economic transformation in the Twelfth Five-Year Plan; the second is in line with the industry policy of reorganizing dairy resources and improving industry concentration; and the third is in line with the law of market economy from competition to concurrence.
"Many industries in China are highly dispersed, and the market concentration is far from enough, resulting in poor economies of scale and hindering product quality control and technological progress. China's dairy industry also has such problems, even more prominent. To solve this situation, we must vigorously integrate industry resources, and mergers and acquisitions are inevitable and the most effective way. " Ma Yu, director of the Research Institute of the Ministry of Commerce, believes that "Mengniu's past performance mainly depends on self-built factories, and there is little capital integration. With the introduction of industrial policies and changes in the order of magnitude of enterprises, it has become a realistic need to change from incremental driving to stock reorganization. The integration of Junlebao is essentially the beginning of Mengniu's integration of local regional brands, and it will also promote the entire dairy industry to accelerate the road of intensive growth. " !
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