With the advent of the Mid-Autumn Festival, dairy enterprises have played promotion cards one after another? Part of the milk returns to the monistic era.

On the one hand, foreign raw milk is purchased at a high price, while on the other hand, sales of dairy products are weak. It is hard to imagine that in a country where there is a relative shortage of milk, the dairy industry, like the steel industry, has ushered in an era of overcapacity. Among them, Wang Wei (a pseudonym), who is in charge of a farm breeding enterprise in Weifang, Shandong Province, said in an interview with the Securities Daily: "the current milk price is 3.9 yuan / kg, and the average price in the first half of the year is about 3.8 yuan / kg. This price is profitable for our farming enterprises. Now dairy enterprises are in accordance with the quality of milk to give the milk price, the high quality of raw milk is high price, generally encounter rejection is substandard milk. "

"the loss area of dairy farming is more than 50%." This is the true portrayal of China's dairy industry at present. The dairy industry is listed by banks as a "high-risk" industry, and the dairy price war seems to have become a norm.

Recently, a reporter from the Securities Daily walked into the Ginza supermarket in Weifang, Shandong Province, and the display of dairy products occupied most of the positions of food and beverages. In order to meet the peak consumption season of the Mid-Autumn Festival, dairy enterprises have made promotional advertisements: half-price sales, buy and send.

In this regard, although consumers enjoy it, but for dairy enterprises, there are only losses and helplessness behind the price war.

Part of the milk returns to the monistic era.

On the one hand, foreign raw milk is purchased at a high price, while on the other hand, sales of dairy products are weak. It is hard to imagine that in a country where there is a relative shortage of milk, the dairy industry, like the steel industry, has ushered in an era of overcapacity.

According to a survey by a reporter from the Securities Daily, in the Ginza supermarket, all dairy enterprises participated in the Mid-Autumn Festival discount sales activities. Among them, all the products of three yuan shares are sold at a discount, the original price of three yuan full fat pure milk is 78 yuan per box, the promotion price is 52 yuan per box, and the price of one case is reduced by 26 yuan; the original price of three yuan nutrition and release milk is 62.04 yuan per box, which is now sold at 39 yuan per box; the original price of three yuan green lotus milk is 68 yuan per box, the current price is 33.9 yuan per box, and the price per case is reduced by half.

In addition, the original price of Wallingka Russian-style fermented milk from Huishan Dairy is 66 yuan per box, and the current price is 33 yuan per box, which is sold in half; 12 cartons of Huishan 250ml pure milk costs only 16.9 yuan, with an average of 1.4 yuan per box, which is even lower than the price of ordinary pure water.

In order to promote sales, merchants can be said to have tried their best. The word "gun grab" appeared on one of the shelves in Yili, and 16 cartons of 240ml Yili pure milk sold for only 29.76 yuan. In the Mengniu area, the original price of Mengniu's new breeding road is 57 yuan per box, and the current price is 39.9 yuan per box; 10 yuan for a case of Terun Suli; and 20 yuan for a case of selected pure milk from Mengniu.

It is worth noting that many bags of milk have returned to the unitary era: 1.86 yuan per bag of pure milk packed in Yili paper and 1.6 yuan per bag of pure milk in plastic bags. Similarly, the retail price of Mengniu bagged pure milk is 1.69 yuan per bag.

A reporter from the Securities Daily found that imported dairy products were not immune to this price war. Singapore Greenfields Greenfield Source pure milk costs 66 yuan per box, plus a mobile phone for the elderly; Newshland 10 cartons of 250ml pure milk costs only 29.9 yuan, that is to say, a carton of imported pure milk from China costs only 2.99 yuan.

There are numerous examples, including 12 cartons of 200ml Deya low-fat pure milk priced at 39.9 yuan, Ericsson whole milk priced at 17.8 yuan per box and currently priced at 10.9 yuan per box, and Jessen whole milk priced at 23.8 yuan per box at 13.9 yuan per box.

In addition, the price reduction promotion of room temperature liquid milk, milk beverage products and low temperature pasteurized milk can also be found everywhere. For example, Junlebao buys two bottles and gets one free; three yuan DIY yogurt costs 9.8 yuan for the first bottle and 1 yuan for the second bottle.

Although the price war is crazy, the sales performance is not satisfactory. A reporter from the Securities Daily observed in the supermarket for nearly two hours, and there were very few buyers.

"now there are many kinds of gifts to choose from, and consumers don't have to buy milk." The salesman told the Securities Daily that it is evident from the current sales situation that there has been little increase in purchasing power before the Mid-Autumn Festival, because few people give gifts on an ad hoc basis.

This fully reflects the fierce competition among domestic dairy enterprises. From the point of view of people in the industry, the price war among domestic dairy enterprises has begun since last year, but the price war did not drive sales as scheduled. At the same time, aquaculture enterprises often process the squeezed raw milk and sell it at a low price, which makes Mengniu, Yili, Sanyuan and other dairy enterprises passively follow the price war.

Song Liang, a veteran of the dairy industry, told the Securities Daily that during a recent visit to the Taian market, the price war for dairy products was equally fierce. It shows that consumption is very weak this year, and there is a serious backlog of products for dairy enterprises. "Buy and gift" marketing is generally a gift of current products plus products from a few months ago, and enterprises keep going to inventory. " And dairy enterprises do so, the purpose is to take the flow, making a small profit. "

Dairy farmer: the milk has been delivered smoothly in the last three months.

So, is the life of dairy farmers equally difficult?

To this end, a reporter from the Securities Daily interviewed dairy farmers in Weifang, Shandong, and dairy farmers in Hebei, both of which said that milk in the last three months was relatively easy to sell, and enterprises no longer refused to accept it.

Among them, Wang Wei (a pseudonym), who is in charge of a farm breeding enterprise in Weifang, Shandong Province, said in an interview with the Securities Daily: "the current milk price is 3.9 yuan / kg, and the average price in the first half of the year is about 3.8 yuan / kg. This price is profitable for our farming enterprises. Now dairy enterprises are in accordance with the quality of milk to give the milk price, the high quality of raw milk is high price, generally encounter rejection is substandard milk. "

"raising cattle is a fine job. If you pay more, the per unit area yield of the cow will be increased, the quality of the milk will also be guaranteed, and the income will be great. Some breeding enterprises borrow money to raise cattle, but once the raw milk of the cow is not up to standard, the life of the farmers will certainly be difficult. " Wang Wei said. Taking into account all the cost factors, raw milk 3.1 yuan / kg can be capital preservation, the current price to 3.9 yuan / kg or so, farmers must make money. In the past three months, the price of milk in society has also been sold very high, indicating that the price of milk has begun to pick up and the imported powder in society has almost been digested. "

On the other hand, on a farm in Hebei Province, Mr. Hou's farm has about 1600 cows and produces about 16 tons of milk every day. He sells all the raw milk to Junlebao at a price of about 3.40 yuan / kg.

Mr. Hou told the Securities Daily that dairy farmers had a difficult time three months ago, and the standard of milk collection by enterprises was raised. If the milk of farmers was not up to the standard, enterprises would refuse to accept it. Now enterprises will generally accept all according to the order.

Although the price of milk has been falling rather than rising, in Mr. Hou's view, the current price is still profitable for him.

However, Mr. Li, another farmer in Hebei, is not so lucky.

Mr. Li told the Securities Daily that he raised more than 500 cows and the company refused to accept them this spring, when the cows produced the most milk, so he had to kill more than 50 cows. Milk production also fell to 4.8 tons from 6.5 tons at the beginning of the year. "since July, the cooperative enterprise Sanyuan is no longer limited, but the price is not high, about 3.2 yuan / kg."

As a result of the previous transformation of the aquaculture environment, Mr. Li invested millions of yuan, so he had to stick to it even if he lost money. "since last year, we have been losing money every month. At most, we lost 30,000 yuan a month, and now we are also losing money. But you still have to stick to it, and if you quit, your previous investment will be completely lost. "

Judging from the situation of the heads of the two farms in Hebei, the pastures with loan pressure are more difficult in the current dairy environment, but as long as the quality of milk produced by dairy cows is high, dairy farmers can still make a profit.

In the view of dairy experts, in order to ensure the stability of the industrial chain, in the next few years, dairy enterprises and dairy farmers sign long-term acquisition contracts, milk powder storage, processing into products low-price promotion, will become the norm in the industry.

Song Liang said: "Huishan, Shengmu Hi-Tech, Modern Animal Husbandry and other dairy farming enterprises process raw milk into products and sell them at low prices in order to digest milk stocks. Because of this, Yili, Mengniu, Guangming, Sanyuan and other brands are also forced to join the price war. At present, Yili is doing better, and the date of the gift is also in the current period, while Mengniu is under greater pressure. "

So, when will the fierce price shopping of dairy enterprises end?

In response, Song Liang said that this situation will continue until 2018, as the economic environment improves and consumers' food safety education is improved, so that dairy consumption can pick up. "domestic consumption in third-and fourth-tier areas belongs to occasional consumption. Generally, it is gift consumption, public consumption, etc., consumers have not formed a solid demand for consumption."