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国产奶粉与洋品牌“个头”一般高

2017-08-09 07:13:23   中国经济网

近日,飞鹤乳业举办成立55周年庆典活动。飞鹤乳业总裁蔡方良表示,今年以来,随着国内婴幼儿奶粉市场的整体回暖,飞鹤高端奶粉产品销量同比增长200%,明显高于全行业45%以上的同比涨幅。

“飞鹤高端奶粉同比增长明显,结合全行业的数据看,国内高端奶粉市场增长势头确实比较强劲。”中国食品产业评论员朱丹蓬在接受《经济日报》记者采访时表示,中国奶业已加速进入层次更高、实力更强、目标更远大、质量安全稳定、持续健康发展的新阶段。随着国内二胎政策放开和消费升级,国内市场对于婴幼儿奶粉的需求渐趋高端化,是不可逆转的市场潮流。

在过去相当长一段时间内,我国高端奶粉市场以洋品牌为主,本土企业的“战场”则集中在中低端市场。

近年来,围绕消费需求不断升级,国内一批乳制品企业以做好产品、做强产业、创优品牌为己任,依靠创新驱动,不断提升奶业全产业链品质。在上游开展标准化、规模化、生态化的奶源建设;在中游加强研发投入,改进工艺以及加强安全生产的检测与管理;在下游大力构建智能化、大数据化的渠道模式和互联网精准营销。

记者在采访中了解到,从2016年起,在多项政策红利的支撑下,飞鹤、完达山、君乐宝等国产品牌与外资品牌站上了同一起跑线。在迈向高端化的进程中,一些具备全产业链基础、有较强研发能力的企业,加快了发展的步伐。飞鹤在短时间里能够成为国产奶粉的“领头羊”,正是得益于其完整的产业链、资本运作能力、科研创新能力和国家的政策红利。

乳业分析师宋亮也认为,近年来国家围绕乳制品行业出台的一系列政策,为国产乳制品企业带来了巨大的政策红利。

蔡方良告诉记者,作为最早开始以奶源为核心实行全产业链建设的乳企之一。飞鹤注重品质创新、管理创新与服务创新,在“互联网+”的时代背景下,创造并引领消费需求,形成领军乳企和消费者良性互动。“未来,飞鹤乳业将继续专注于高端婴幼儿奶粉这一蓝海市场,以‘更适合中国宝宝体质’的理念不断提升供给质量,满足消费升级需求,拓展高端市场。”蔡方良说。

朱丹蓬表示,随着高端化的产品战略成为行业共识,越来越多的精品不断被创制并升级,中国乳制品行业高端集群优势将显现,国产奶粉行业掌握高端市场话语权的时代即将到来。(经济日报记者 林火灿 实习生 侯辰颖)

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