Milk In The First Quarter Combat Domestic Brands Regain Lost Ground – Milk Powder, Erie – Food

“We’re a bit surprised himself.” Yili (14.80, -0.13, -0.87%) (600887.SH) insiders such feelings. They start to this year’s formula Sell Even better than the same period in 2008.

Milk dealers YAO Wen-hua said that in 2009, after 2,3 months, before the problem of domestic sales of milk powder companies increasingly optimistic about the number of speeding up the supermarket purchase, “such as Yuan Sheng , Usually once a week to goods to be twice a week now. “

Before the melamine incident, domestic infant formula companies take a trip like a “roller coaster.”

Experienced intense Advertisement War and channel stations, Erie to February were more than 10% of the market trades back to the second position; Shellfish from the U.S. Is less than the top ten from the original to the industry Sharu five, the latest statistics of the February market share than before the outbreak of the melamine incident increased 2.5 times. The same share of the explosion occurred, including Flying crane And Wanda, market share grew by 2.3 times and 1.9 times.

Thaw Erie shares insider told us that 1,2 months of this year sales of Erie’s milk or even better than the average over the same period in 2008, and at least double-digit growth.

4 30, Erie publish annual reports. In 2008, this company was once stagnant sales for melamine incident. However, the Erie annual milk sales still amounted to 3.2 billion. “I had thought that demand for liquid milk consumption is rigid, is not affected, and now find that infant formula is the real rigidity of consumer demand.” Say the Erie shares.

Evidence from industry data of the domestic milk market recovery. October 2008, the domestic Dairy products Production by the most serious impact of the melamine incident, fell to 1.2 million tons / month. The first two months of this year, dairy products, total production reached 2.85 million tons, up 9.1%; one in February, dairy production was 1.45 million tons, up 13.8% growth.

Before the scandal erupted, pattern of domestic milk powder, Sanlu’s market share of more than 17%, far ahead of other colleagues, both belong to the first camp there Ashley , Erie, San Yuan, Wanda, etc., the market share of about 10%; the second beta for the three camps include the United States, flying crane, Nanshan, cradles and other regional brands.

In fact, at this time, domestic milk market has been a sign of the earthquake. China National Commercial Information Centre (CNCIC) of a baby milk powder market share chart shows, in August 2008, including Erie, San Yuan, Ashley, etc., domestic milk powder brands, increased its market share began to turn around from the steady decline .

With the scandal broke, to October, the brand’s market share fell more than three years in January 2006 to its lowest point. According CNCIC data, in August 2008 to 10 months, the Erie in infant milk powder market share dropped from 11.4% to 7.5%; St. yuan from 10.5% to 3.4%; Ashley from 9.6% to 3.2%. The largest market share decline is holy element, more than 7%.

Problem of domestic milk powder brands have not, especially before he sacrifice the long corner niche brand, and enjoy the unexpected, “Indian summer.”

YAO Wen-hua Beijing where the business is a former World Bank Beijing Sanlu milk powder the biggest agents, the company also agent flying crane milk. With Sanlu milk powder returns advances, inventory models such as different pressure, the Bank’s business agent of the flying crane company sales surge. Yao recalls, in August 2008 before the Sanlu incident, flying crane business in the City Bank-channel business over a 30 month sales of million; 9,10 month, flying crane pick up points in Langfang milk waiting in long lines , December sales reached its peak in the month when the Bank’s business -80 million sales in the 700,000 yuan, up by double. BOLA TANGKAS