Bright pure milk can be cheap only because it lacks market competitiveness, so it has to be cheap and retreat to the second-line brand. However, bright products have never been lost. Guangming just lost in the strategy of developing low-temperature milk at the beginning, and lost in the way of making quality at the beginning.

Milk is a traditional fast-moving consumer product. In the fast-moving consumer goods market, only the first and the second eat meat, and even the small players in the industry can't drink soup. For example, beer, after a round of mergers and acquisitions, only Budweiser, China Resources and Qingdao are left in China, and most of the small and medium-sized players who have been merged have no brands.

Bright future is likely to retreat to regional dairy brands. However, low-temperature milk still has a certain regional effect, and Guangming brand will survive in the East China market for a long time, just like Sanyuan milk in Beijing.

Extended data:

The main reason for the failure of Guangming

The invincible advantage of normal temperature milk is that it is compact and cheap. The shelf life is 6 months, the shelf life is more than 4 months, and there won't be too many scrap. Normal temperature transportation and storage, no need for cold chain cars, low cost, low price, as long as each box is 2 yuan.

These characteristics are very suitable for the current rough supply chain in China. The management level of most distributors in China is too low to accommodate low-temperature milk with a shelf life of 7-2 1 day.

It is these characteristics that enable normal temperature milk to smoothly enter the third-and fourth-tier cities and the fifth-and sixth-tier towns. Even the products of Yili Mengniu are on the retail shelves in most rural areas, and only those who are suitable for channels can survive.