Soymilk is a nutrient-rich, easy for the body to digest and absorb, and has a certain health effects of modern natural foods. It does not contain cholesterol, lactose and contains a large amount of linoleic acid and linolenic acid and other unsaturated fatty acids, with the function of lowering blood cholesterol and blood lipids, on the blood vessels on the cholesterol has a dissolving effect. Soy milk contains more lysine, vitamin E, lecithin, as well as calcium, phosphorus, iron and other minerals, providing people with good nutrients.
In the early 1980s, China began to promote the popularization of soybean milk, and gradually by the former Ministry of Light Industry to organize the introduction of foreign advanced technology and equipment, and soon formed the first round of soybean milk development climax. Now the country involved in the production of soybean milk about 150 enterprises, the formation of production capacity of about 500,000 tons of market scale, but the annual growth of soybean milk industry and the national beverage industry with an average annual growth rate of 20% of the rapid development of the extremely incompatible. In addition to a few large enterprise groups, most of China's soybean food enterprises are small, processing technology level is not high, obsolete equipment, a single product, the depth of the development and utilization of insufficient, not strong competitiveness, the same region, the same type of product is often repeated at a low level, it is difficult to adapt to the market to develop and the residents of the growth of consumer demand for the new form.
Reasons for the slow development of China's soybean milk industry
In recent years, the production of soybean milk has reached a more mature stage in terms of technology, soybean milk deodorization, desiccation, fermentation and emulsification of soybean milk stabilization and other technologies continue to mature, and greatly promote the development of soybean milk drinks, so that soybean milk in the field of beverages is more widely accepted and loved by the people, soybean milk, industrialized production has been a long way. The industrialized production of soy milk has made great progress. Although the soy milk industry in China is very early in the development of time, but the development is slow.
The main reasons for the slow development of the soy milk industry in China are as follows.
The development of soy milk in China was a product of the planned economy from the beginning, lacking the operation of the market economy. Compared to other beverages, the early development of soybean milk government support. Although soy milk belongs to the higher technical content of beverage products, its production and operation still need to comply with the law of beverage market investment, but the current soy milk production enterprises due to poor efficiency, relatively small investment in the market, the brand, the nutritional value of soy milk less publicity, and gradually enter a good product can not be sold at a good price, a good product can not get a good sale of the strange circle.
People do not have enough knowledge of the food value of soybean milk, in which the food value in addition to the nutritional value of its food convenience. People always compare soybean milk and soybean milk, naturally feel very expensive, but if people realize that soybean milk is and milk, almond milk, coconut milk, fruit juice, the same health food, people will not feel soybean milk expensive. The higher price also restricts people's consumption of soy milk.
In addition, the recognition of the nutritional value of soy milk needs to be improved. From a nutritional point of view, soy milk is a product worthy of social attention. But because it has not yet been widely recognized by the community, the current development of soy milk is not satisfactory. If supported by all sectors, soymilk products are recognized by society, its production can be increased significantly, then there is much room for cost reduction. The company's main goal is to provide the best possible service to its customers.
The product design of soy milk does not meet the taste needs of consumers. People's requirements for beverages are: color, aroma, taste, health, nutrition and safety. At present, some enterprises to soybean milk consumer groups positioned in primary and secondary school students, but primary and secondary school students are most sensitive to taste, the most unacceptable is the smell of beans, and do not like too sweet drinks, most like fruit juice, cocoa and other flavors of drinks. Students have the least concept of the nutritional content of food. If the color, aroma and taste are not good, it is impossible to promote student consumption only by the persuasion of parents and schools. Middle-aged and elderly people are most sensitive to nutrients, and need to supplement calcium while consuming vegetable protein, and flavor is certainly indispensable. The development of tea drinks is a good evidence of this. However, most of the current soy milk products still have this or that problem.
Most countries in the world as early as a decade ago has vigorously develop the soy milk industry, such as Brazil, Argentina, from relying on imports of soybeans to today's soybean power, and they attach importance to and vigorously develop the soybean products industry. Comparatively speaking, China's soy milk industry is still relatively backward. For this reason, China is now launching a special soybean project to promote the further development of our soybean products industry. This soybean project is a project that covers a wide range of products, including a variety of foods and beverages made from soybeans. At present, soy beverages are technically more mature, nutritionally more valuable, promoted with government support, and produced with the participation of enterprises of promising varieties. Therefore, we have reason to believe that soy milk has a better market prospects.
Comparative analysis of related industries
From the perspective of market competition: in 2001, soy milk / peanut milk, instant drinks, tea drinks, soda + Coke, instant coffee, bottled water and lactic acid bacteria drinks, these seven beverage industry has basically entered the oligopoly of the market structure. The oligopolistic market structure indicates that competition is no longer perfect competition in the general sense, but is mainly concentrated among a few oligopolies (2 to 3). They either reach some kind of agreement to raise or lower the market price of each other; or they are not related to each other and adopt leading or following strategies. The market structure of oligopoly is difficult for small enterprises to enter due to the existence of certain market entry barriers, and even if they enter the industry, they only play the role of filling a few market gaps. The brand effect of the oligopoly of the above seven beverages is quite obvious, and the degree of consumer awareness is high.
From the perspective of product categories, the development of the beverage industry has been in a stable stage of development and continues to mature. For each type of beverage, there is development potential. The penetration of substitutes can also increase the demand for other industries if the substitutes can expand or increase the product usage or replacement rate. Whoever can discover the laws of industrial development and keep pushing the boundaries to cater to people's ever-increasing tastes will be able to find new opportunities for development.
China's soybean milk products market consumption
China's soybean milk market is mainly in the south, the market is mainly divided into a few well-known brands. 1998 China's per capita consumption of soybean milk in mainland China was 0.8 liters. To 2001 per capita consumption of soybean milk rose slightly, but with some other developed countries and regions, the gap is very huge, that is, and some of the dietary habits are very close to the comparison of the Asian region, the gap is still very large, but at the same time also shows the potential for the development of soybean milk in the Chinese market.
Regarding the characteristics of the soy milk consumer population, according to the quantitative survey of soy milk consumers by Miller Market Planning, among all the respondents, 25.5% of those who have the habit of drinking soy milk, which shows that this drink has a high degree of acceptance.
The results of the survey showed that 54.9% of the respondents consumed soy milk, compared to 45.1% of men, while the proportion of female respondents who consumed soy milk was 29%, compared to 22.2% for men. These two indicators show that women's consumption of soy milk is slightly higher than that of men. On the one hand, women pay more attention to dietary structure and nutritional matching than men do, and the nutritional value and health benefits of soy milk are naturally favored by women. Secondly, as men live a more compact life than women, they do not have more choices and considerations in beverage consumption. Age characteristics of soy milk consumers. Survey results show that the proportion of teenagers drinking soy milk is relatively high, 31.1%, with the age of the respondents, the proportion of their drinking has a corresponding decline, there is a certain linear relationship. The researchers at Miller Marketing Planning (Shanghai) Co., Ltd. believe that because teenagers are in their growth period, they have a greater need for the nutrients they consume, and their parents care about their children, driving them to drink a higher percentage of them, whereas older respondents drink soymilk out of their own knowledge and understanding of soymilk.
Monthly income characteristics of soy milk consumers. The survey results show that in all income levels, the overall trend is that the penetration rate of people with higher incomes is higher than that of people with lower incomes, with the highest proportion of respondents drinking at income levels of more than 6,000 RMB. Researchers from Mingliu Market Planning Company believe that: as the health consciousness of high-income groups is higher than that of low-income groups, the awareness of the nutritional value of soymilk is also often higher than that of low-income groups, and therefore their consumption demand for soymilk is also relatively high. In addition, some consumers can not adapt to the taste of milk, soy milk is as a breakfast table as a necessary drink.
Soymilk brands and market penetration
The survey results show that Velveeta soymilk stands out, with a market penetration rate of 17.5%. Other brands with greater impact on the market include Vitasoy, Yang Xiecheng, and Green Valley, with market penetration rates of 7.3%, 4.1%, and 1.5%, respectively.
The researchers of Mingliu market planning company found that Velveeta soybean milk is a well-known brand in the soybean milk industry, the leading position in the industry is obvious, relying on various forms of brand promotion, Velveeta soybean milk has been well known to the consumer public, the brand impression of the people, the brand's cognitive degree has reached a higher level, and the market share is among the top.
The survey shows that the market penetration rate of soy milk in 12 cities is 25.5%.
The comprehensive TGI index and market share distribution shows that Guangzhou, Shanghai, Chengdu, Beijing, Xi'an and other places are more molded soymilk market, its consumption is larger, the habit of drinking soymilk is more common.
From the rate of drinking soy milk, people in Chengdu, Xi'an, Guangzhou and Kunming love to drink soy milk, with market penetration rates of 39.9%, 37.3%, 34.6% and 31.5% respectively. Nanjing, Shenyang and other residents of soybean milk interest is weak, the market penetration rate of only 17.3% or so. This data on the soybean milk industry is quite a reference value for new entrants, the Mingliu market planning (Shanghai) Co., Ltd. researchers believe that new entrants should be selected penetration rate and the proportion of consumers in the region as a breakthrough point, if the blind subjective choice to enter the market, do not pay attention to the local consumers on the product's consumption practices, contrary to the laws of the market, the majority of the market will be eliminated mercilessly.
Taste, brand, scale is the soybean milk industry enabler
After more than a decade of development, the country involved in the production of soybean milk production of about 150 enterprises, the formation of the production capacity of about 500,000 tons. As entrepreneurs are optimistic about the long-term trend of soybean milk development, many manufacturers in recent years to invest in soybean milk project, many large factories also plan to join the ranks. But as a new industry, not every investor has fully enjoyed the returns. Jianlibao, Wahaha, Lepai and so on are actively investigating soy milk project, some have passed the small test, pilot test, these are the top ten enterprises in China's beverage industry, their involvement, will all of a sudden improve China's production and sales of soy milk production, expanding the impact. It can be said that the participation of these enterprises will make soy milk in a short period of time to become a major member of the beverage family.
Soymilk itself is a product with great potential, but it really takes time to reach the peak sales. In the actual production and marketing, the immediate goal of the enterprise is profit. Although the price of soy itself is not high, but because of the complexity of the production process made of soy milk, processing and packaging equipment is expensive, so from the current point of view, soy milk should also start from the urban market. It is expected that in the future, soy milk companies will take the lead in the urban market for the first round of promotions and sales, and then in a very short period of time, with the support of the government, popularized in the vast rural areas.
To make soy milk become a beverage generally accepted by urban and rural consumers, there must be large-scale publicity and production investment. From the government's point of view, but also hope that more brand-name enterprises to join the production of soybean milk; from the enterprise point of view, has been the production of soybean milk enterprises are actively looking for appropriate ways to publicize the benefits of soybean milk, did not put into production is also being grasping the investigation, research and development, and do the project demonstration. Beverage industry sources believe that soy milk in the near future will become an important member of the Chinese beverage family.
In order to further develop the market and win more consumers, in the development of key products, manufacturers should be in line with the soybean action plan and primary and secondary school students soybean milk plan for the implementation of large, special programs, soybean milk for students, urban residents breakfast soybean milk as an entry point, the development of a series of soybean milk and soybean milk powder to meet market demand. While increasing the output of isolated protein, protein concentrate, tissue protein, we should improve the quality, reduce costs, and actively develop the application of engineering functional ingredients, nutritional functional ingredients and seasoned food base, and expand the application of various soybean powder. At the same time, we should vigorously carry forward the traditions and advantages of China's Oriental food, and accelerate the technological transformation of traditional soybean products enterprises and the pace of industrialized production. Relying on scientific and technological progress, in-depth development and comprehensive utilization of soybean in a variety of nutrients in the functional components, as soon as possible to develop new products. At the same time, should try to improve the production formula, consider the development of other flavors of soy milk, such as the United States and Argentina were developed soy coffee drinks and soy juice drinks. On the other hand, the selection of health and safety of the aseptic processing and packaging system to effectively improve the overall quality of the product, to win the trust of consumers, the establishment of a good brand image for the development of soybean milk enterprises is also essential.
Compared with the brilliant prospects, the reality of the soybean milk consumer market is so helpless, it can be said that this is a market with unlimited opportunities while facing great challenges. Where is the market outlook? As a new intervenor, can not be limited to the area of 100,000 tons of the market to do "chicken ribs" of the fight, we must chase the deficiencies found in the opportunities contained therein, to find the right market entry point, open up the market, and put their energy into the development of a large market. First make the market bigger, and then we can get big profits. Multi-pronged approach to enhance the recognition of the soy milk industry development of the circle will not break.