The earliest fresh milk bar in China appeared in Jinan, Shandong Province in 2009, and its selling point is that it is the most convenient place to provide consumers with the freshest, most nutritious, and safest dairy products with the shortest and most immediate production.

Fresh milk bar operators to their own farm production of fresh milk as raw materials, on-site processing, on-site sales, can let consumers experience no additives, the original flavor of fresh milk. Fresh milk bar is China's dairy industry transition period of the emergence of new things. 2012 Central Document No. 1 emphasized: innovation in the circulation of agricultural products. Explore the establishment of production and consumption of effective convergence, flexible and diverse models of production and marketing of agricultural products, reduce circulation links, reduce circulation costs. This is the innovation of dairy production and marketing system mechanism points out the direction. In this paper, through an in-depth analysis of the historical background of Shandong's fresh milk bar, we put forward five aspects of the fresh milk bar in promoting the progress of the dairy industry, namely, the emergence and development of the fresh milk bar to adapt to the requirements of the development of China's dairy industry productivity; the fresh milk bar is the innovation of the production and marketing integration management system and mechanism; the fresh milk bar broadens the dairy consumption channels and optimizes the consumer market structure; the fresh milk bar is an innovation of the pasteurized fresh milk production and consumption mode; the fresh milk bar development contributes to the development of employment channels; the fresh milk bar is the innovation of the production and consumption mode. The development of fresh milk bar helps to broaden employment channels and social stability.

Milk bars are a new type of catering business. According to the statutory interpretation of food service in the Regulations for the Implementation of the Food Safety Law, a fresh milk bar can be defined as a cozy leisure place that provides consumers with fresh, nutritious, and safe dairy products through instant production and processing of raw milk, on-site sales, and instant service. It is a highly integrated product of one, two and three industries within the dairy industry, i.e. raw milk production, production and processing, and catering services.

At the same time, fresh milk bar as a new type of catering business, a new thing, is in the early stages of development of the initial stage of development, growth time is short, maturity is not high, whether in the operation of the fresh milk bar or supervision, but also the lack of supporting, standardized technical specifications and policies and measures, in the operation of the bar and the development of the fresh milk bar in some places there are still too many individual stores, the development of disorderly; illegal operation, the milk source is unknown, not fixed; personnel, the milk source is unknown, not fixed; the milk source is unknown, not fixed. Milk source is unknown, not fixed; personnel quality is not high, the operation is not standardized; profit-oriented, not the integrity of the problem. The problem of unclear responsibility and inadequate supervision by the regulatory authorities exists in some places at the same time. The existence of these phenomena and problems, is the development of the problem, the problem of moving forward. As long as all aspects of society *** with the efforts, with the reform concept and means is completely can be effectively resolved.

Fresh milk bar is in recent years in some areas of Shandong Province, the rise of a new dairy business format. Fresh milk bar operators use their own farms to produce fresh milk in the fresh milk bar on-site processing, sales, so that consumers can really experience the original flavor of fresh milk without any additives. According to our survey, fresh milk bar has been generally recognized by the majority of consumers and favored. Fresh milk bars have sprouted up in Dongying, Weifang, Jinan and other places and are rapidly expanding to other areas. According to the survey, the construction of a fresh milk bar requires an investment of 50,000 to 200,000 yuan, including equipment, rent, decoration and so on. Among them, equipment 1 to 30,000 yuan, rent 3 to 100,000 yuan, decoration 1 to 50,000 yuan, working capital 1 to 30,000 yuan. Fresh milk bar need to purchase fresh pasteurization machine 1, processing capacity once 60 ~ l50 / L or so, the day plus 50 ~ 200 kg. In addition, you need to purchase yogurt machine l ~ 2, ice cream machine 1, milkshake machine 1, freezers, sterilizers, milk buckets, operating tables and so on.

With the continuous enrichment of the products of the fresh milk bar, other equipment will also be needed at a later stage, such as: burger machine, oven, ice machine and so on.