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一、近年来液态奶市场分析(一)奶源变化分析2013~2015年之间,我国原料奶从“奶荒”状态转变为“过剩”状态。分析原因,主要有以下3点:一是大量进口奶粉和液态奶需要消化;二是2013年“奶荒”导致乳品企业加大奶源投入,而如今恰处于产能释放时期;三是从产业链角度来看,消费市场的低迷也导致奶源过剩。原料奶过剩直接导致价格战激化,并且不断升级,各品牌不断开展买赠活动。
I. Analysis of liquid milk market in recent years (I) Analysis of changes in milk sources Between 2013 and 2015, the raw milk in China shifted from “milk shortage” to “excess” status. Analysis of the reasons, mainly in the following three points: First, a large number of imported milk powder and liquid milk needs to be digested; Second, milk shortage in 2013 led dairy enterprises to increase investment in milk, and now just in the period of capacity release, the third is from Industry chain point of view, the downturn in consumer markets also led to excess milk. Excess direct raw milk led to the price war intensified, and continue to escalate, the brand continue to buy gifts activities.