Goat milk powder has become the standard category of maternal and infant stores, and most of them are key products.

In September, the author visited Pidu District, Pengzhou, Dujiangyan, Meishan, Renshou and Pengshan in Chengdu. It is found that different regions will show great differences because of the different population base, newborn base and consumption power, mainly in the occupancy rate and turnover of maternal and child stores. But similarly, in these areas, goat milk powder has shown great distribution rate and importance, especially in counties and towns.

For example, in Pidu District, the mother-infant chain ranks high, and there is a chain operating Newbez, Jiabeiaite and Ouenbei; B Chain-operated synbiotics Kobes and Kang Weiduo; Fuyang zhiguan chain operation co., ltd. Other small and medium-sized chains operate blue river goat milk, Beikangxi and carlotta Ni respectively; Gabayette, Xi Kaibo, Kang Bei; Beja, Bession, Drelandi, etc.

For example, in Pengzhou, among the strong chains in the region, there is a chain that operates Jiabeiaite; B Chain-operated Blue River goat milk, Synbiotics Cobeis and Kangweiduo goat milk powder; Chain operation of Ke Mei Gaote Chunguan and Gaomei Beibei. Other small and medium-sized chains operate Kangbeiqibo and He Lanchun Sheep respectively; Blue River Spring Sheep, Beitejia and Heshi Bibeijia; Bession et al.

For example, Dujiangyan maternal and child chain ranks high, and one chain operates Jiabeiaite and Newbezi; B chain-operated blue river goat milk and Dora mutton; C Chain-operated synbiotics Cobeth, Kangweiduo goat milk powder and Blue River Spring Sheep; Combeno chain operation co., ltd.

For example, in Meishan City, among the top chains, one chain operates Beikangxi and Heshengyuan Kobes; B chain operation of Gabe Aite; C chain-operated Dora lamb and blue river goat milk; Other small and medium-sized chains have operated OSTEDA and NUBENSER Blue River Spring Sheep respectively, and North Sien; Obijia's sheep are very nutritious, and Wei's sheep are suitable for eating shellfish.

For example, among the top four chains in Renshou County, one chain operates five kinds of sheep milk powder: Jiabeiaite, Saint Tram, Koala Mickey, Knobel and Qinru; B chain Dora lamb; Chain operation of Blue River Spring Sheep and North Sean; D chain operation of Combeno and Cobeth; Other small and medium-sized chains operate blue river goat milk and Newbezi respectively; He Obeijia, Derry Landy, Bebohr; Zhiguan Fuyang, carlotta Ni; Aiyuno, Younengjia, etc.

For example, in Pengshan District, the mother-infant chain ranks high, and A is linked to Kangweiduo goat milk powder, Synbiotics Cobeth, Heshi Bishaneng, Jinling Guanyouzi mutton and Dumex; B Kang Benuo, a chain operation; C chain-operated blue river goat milk and Dora mutton; D chain-operated beautiful garden, Wei Aijia and Aiyousu; E chain operation Hershey Oberjia. Other small and medium-sized chains operate Jiabeiaite and Weiaijia respectively; Aosta, carlotta, Gabriel Aite, Drelandi; Goat milk powder such as St. Tramu and Meiyiyuan.

For example, in Tuanjie Town, Pidu District, a chain operates Younengjia, Yang Yangyang Mimuyang and Meiliyuan; B Chain-operated Qin Ru, Yi Ming Teana Shepherd and carlotta Ni; C chain-operated blue river goat milk; D chain-operated Gabayette and Blue River Spring Sheep; E Kangweiduo goat milk powder operated by chain; F chain stores Derry Landy, Fu Yangyang, Dora Lamb, Bei Kangxi, etc.

In these areas, in terms of distribution rate, Jiabeiaite, Blue River Goat Milk, Blue River Spring Sheep, Beikangnuo, Ho Obeijia, carlotta Ni, Dora Lamb, Synbiotics Kobes, Bainxi, Saint Tram, Kangweiduo and Deruilandi have higher exposure rates. Among the 90 registered goat milk powder, there are not many goat milk powder brands with certain brand power, and this category is in a period of rapid development. Therefore, enhancing the brand image of the market and enhancing the exposure and service ability of the channel are still the focus of the development and growth of goat milk powder brands today.

Secondly, in the above-mentioned areas mentioned by the author, as long as the maternal and infant stores that deal in goat milk powder, from the display point of view, almost all products are mainly business-oriented, while the core products of general maternal and infant stores still stay at 4-5 models, in which goat milk powder plays an important role. However, it is worth mentioning that although goat milk powder is the main product of most maternal and child stores at present, goat milk powder is still in a super-strong pattern today. The first camp and the second camp still need more brands to enter, and focusing on energy and increasing sales is the key.

Thirdly, most of the goat milk powder is moving to the upstream of the channel, especially with the influence of goat milk powder brands such as Gabrielle, He Lan, Synbiotics Kebeisi, carlotta Ni and Bekangxi, the channel upgrade speed of goat milk powder is also accelerating.

In addition to the strong performance of goat milk powder found in offline visits, the three ports of goat milk powder industry, namely industry end, brand end and channel end, have also been continuously strengthened in recent years. The strength of goat milk powder can be seen.

Industrial end point

Goat milk powder has been launched with scarce resources since its debut. When interviewed by the milk powder circle last year, many industry big coffees mentioned that the ceiling of goat milk powder is mainly integrated and strengthened in the upstream supply chain resources, and the brand of goat milk powder has also increased in the past two years.

For example, Jiabeiaite, it is reported that in the first half of this year, the board of directors of Aoyou approved to invest and build a new base powder facility worth about 654.38+95 billion yuan in the Netherlands, which is mainly used to treat goat milk and goat whey protein; For example, Beikangxi 20 16 acquired the Euroserum factory in Spain. This year, the output of goat whey raw materials in this factory has increased by more than 30% compared with last year. Mou Shanbo, chairman of Yipin Dairy Group, revealed that this factory in Spain will continue to expand production in the future, and the next step will be to increase the output of goat whey to 20,000 tons. For example, Blue River, which relies on New Zealand milk source, claims to have mastered 70% of the world's goat D90 desalted whey powder resources.

For example, dairy companies such as Shaanxi Heshi have been working hard to build a whole industrial chain. According to the data of Shaanxi Provincial Department of Agriculture, there were 2.4 million dairy goats in Shaanxi Province in 20 19, accounting for more than 40% of the whole country. The output of goat milk is 700,000 tons, accounting for more than 55% of the country, which is also the natural advantage of Shaanxi dairy enterprises.

Brand ending

With more and more dairy companies selling goat milk powder in recent years, up to now, dairy companies such as Yili, Shengyuan, Aoyou, Wyeth, Danone and Jianhe all have goat milk powder, and only dairy companies such as He Fei, Junlebao, Friesland, Mead Johnson and Abbott are short of goat milk powder products.

In addition, today's goat milk powder industry has a number of products with certain brand power. While Gabrielle Aite is about to enter the 3 billion yuan mark, the distribution rates of brands such as He Lan, Bekonxi, carlotta Ni, Synbiotics Kobes, Saint Tram, and Heshibi are increasing day by day, showing a huge development momentum.

End of channel transmission

In recent years, brand concentration has increased rapidly. On the one hand, the issuance rate of currency brands is increasing day by day, on the other hand, the channel profit is getting thinner and thinner. In this case, Zhong Da chain stores and small systems are cultivating their own core brands to better balance profits. However, from the channel feedback, it is difficult for the channel to find a product with certain brand power and certain profit. However, goat milk powder, which is in a period of rapid development, still has certain differentiation advantages in the sales process compared with the conventional cow milk powder with relatively mature market. This is also one of the reasons why we found that most maternal and infant stores operate goat milk powder as a key product.

In short, the upstream industrial chain of goat milk powder category is gradually improved, the brand layout is overweight, the products with certain brand power quickly stand out, the maternal and child channels are vigorously promoted, and the consumer education is increasingly strengthened, which has laid the foundation for the goat milk powder category to become bigger.