The competition in the milk powder industry has intensified, and leading enterprises have increased technological innovation
作者：小编
发布时间：2025-10-10
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Economic Daily - China Economic Net Beijing, May 21 "Frankly speaking, after the implementation of the formula milk registration system, I think the competition has intensified, which should be more full competition." Yang Chunyan, general manager of Shengyuan Group Youbo Branch, pointed out at the 2019 China Dairy Summit Forum that due to the intensifying competition pressure, both domestic and foreign brands are spending their energy on brand marketing, formula research and development, and breast milk research, which is a particularly good thing.
Data show that compared with other countries, China's infant formula market is still larger and growing faster. In 2018, China's infant formula market sales reached 222.10 billion yuan, an increase of 18.6% year-on-year. It is expected that by 2020, China's infant formula market will continue to expand to 2955.1 billion yuan.
Industry insiders say that due to the awakening of consumer awareness and the popularization of milk powder knowledge, consumers pay special attention to milk powder formula, so domestic milk powder companies invest a lot of manpower, material and financial resources in formula research and development. "The intensification of competition in the milk powder industry means that the threshold has been raised, and everyone is facing equal competitors, all of which have certain strength." Liu Jianguang believes that the quality of milk powder can be assured now, and the competition of milk powder companies is now shifting from market-driven to technology-driven.
Zhang Liang, director of quality management at Feihe Dairy, pointed out that today's competitors are all equal, and to make different products in the same environment forces milk powder companies to practice their internal skills and dig deeper, and then they can have more innovation.
The industry believes that in terms of quality, milk source and craftsmanship, domestic milk powder is completely inferior to imported milk powder. Therefore, in the era of formula competition, domestic milk powder can continue to occupy more market share. According to the "2018 China Infant Formula Milk Powder Market Environment Insights" report released by Nielsen, the market share of domestic milk powder rose from 40.7% in 2017 to 43.7% in 2018, and the sales growth rate rose from 14.5% in 2017 to 21.1%.
According to Feng Yi, vice president of JD.com Group and president of Consumer Products Division, since 2016, domestic infant formula milk powder has achieved high-speed growth in sales at JD.com Supermarket for four consecutive years, with a growth rate of over 100%.
According to the data of the National Bureau of Statistics, 15.23 million people were born in 2018, and the birth rate was 10.94 per thousand, which was 2 million fewer than the number of newborns in 2017, down 11.6%, and the basic consumer population declined. "I am still optimistic about the development of the infant formula industry in 2019. Although the scale of the industry will not increase greatly, due to various factors such as work, the milk powder feeding rate after 6 months is still popular, so the scale of the infant formula industry will increase to a certain extent." Bu Qiu, general manager of Four Seasons Nanshan, believes that the concentration of the industry will increase. In 2019, leading enterprises will continue to increase investment in brand promotion and Product Research & Development, so the market share of the top five brands in the milk powder industry is expected to reach 50%.
"Although the industry concentration is increasing, the milk powder channels in China are wide and deep, and there will still be fine and beautiful milk powder companies, such as organic milk powder, milk powder with strong brand power and milk powder with high team service awareness. However, those small companies without brand heritage will also face challenges and may even be eliminated." Bu Qiu judged.
With the further standardization of China's infant milk powder market, after a long ten-year recovery period, domestic milk powder brands such as Junlebao, Feihe, Shengyuan, Renzhichu, Yipin, and Four Seasons Nanshan have gained a certain market share.
After the 2018 reshuffle, a large number of miscellaneous brands, OEM and fake foreign devils have withdrawn from the market, and the industry structure is basically stable. In 2019, for domestic and foreign milk powder companies, it is a year of "difficult days", and "hand-to-hand combat" has quietly begun.
