The Analysis Of The Trend Of The Liquid Dairy Market In The Coming Five Years

In this paper the dairy market development trend, the present situation of dairy resource and the business growth potential of dairy enterprise in our country are analyzed, the conclusions are as follows:The dairy industry has speeded up in a new stage in the past years (e.g. the speed of 15% in 1998, 21.9% in 2001, 29.5% in 2002, 32.8% in 2003, and 20% in 2004). The sales volume of liquid dairy products has made it become the first type of brand among the domestic dairy products (e.g. 1.9 million tons in 2000, 3.55 million tons in 2002, 5.82millon tons in 2003, 8 million tons in 2004).The dairy market competition is going fiercer and fiercer. The competition in the dairy products is transferred to the quality competition, service competition and segment market competition instead of the price competition before. Although the rapid growth of the liquid dairy industry ascribes mainly to the white dairy production, the whole industry would be impacted if the growth of white dairy production was stopped. It is hard for the liquid dairy enterprises to obtain an enormous profit in a short term, because the speed of enterprise expansion is much higher than that of profit increase.The analysis on the relations of risk-profit, growth-quota and potential-profit indicated that, in order to gain a harmonious development of dairy enterprises, the white dairy production should be well balanced between quantity and quality, the low temperature products should be reasonably positioned and developed, more star products of dairy beverage should be well encouraged to innovate. Meanwhile, the quality of ice cream products has to be promoted; the powdered milk products need a breakthrough for the re-positioning market. As long as the dairy enterprises could keep eyes on the development trend of liquid dairy market in the medium and long terms, the whole dairy industry would own outstanding competition advantages and be in a win-win situation.