Soybean milk is a kind of modern natural food with rich nutrition, easy to be digested and absorbed by human body and certain health care function. It does not contain cholesterol and lactose, but contains a lot of unsaturated fatty acids such as linoleic acid and linolenic acid, which has the functions of lowering blood cholesterol and blood lipid and dissolving cholesterol deposited on blood vessels. Soybean milk contains more lysine, vitamin E, lecithin, and mineral elements such as calcium, phosphorus and iron, which provide good nutrition for people.
In the early 1980s, China began to popularize soybean milk, and the former Ministry of Light Industry gradually introduced foreign advanced technology and equipment, which soon formed the first climax of soybean milk development. At present, there are about 150 enterprises involved in soybean milk production in China, forming a market scale with a production capacity of about 500,000 tons. However, the annual growth of soybean milk industry is extremely disproportionate to the rapid development of the national beverage industry of 20% per year. Except for a few large enterprise groups, most soybean food enterprises in China are small in scale, backward in processing technology, outdated in equipment, single in products, insufficient in-depth development and utilization, weak in competitiveness, and similar products in the same area are often duplicated at a low level, which makes it difficult to adapt to the new form of market development and increasing consumer demand.
Reasons for the slow development of soybean milk industry in China
In recent years, the production of soybean milk has reached a mature stage in technology. The continuous maturity of technologies such as deodorization, debittering, fermentation and emulsion stability of soybean milk has greatly promoted the development of soybean milk beverage, making soybean milk more widely accepted and loved by people in the beverage field, and the industrial production of soybean milk has made great progress. Although the soybean milk industry developed very early in China, it developed slowly.
The main reasons for the slow development of soymilk industry in China are as follows.
The development of soybean milk in China was the product of planned economy from the beginning, lacking the operation mode of market economy. Compared with other beverages, the government supports the early development of soybean milk. Although soybean milk is a high-tech beverage product, its production and operation still need to conform to the law of large investment in the beverage market. However, at present, soybean milk production enterprises have less investment in the market, less publicity on the brand and nutritional value of soybean milk, and gradually entered a strange circle in which a good product cannot sell at a good price and a good product cannot sell at a good price.
People don't know enough about the edible value of soybean milk. The edible value is not only the nutritional value, but also its convenience. People always compare soybean milk with soybean milk, which naturally makes them feel expensive. But if people realize that soybean milk is as healthy as milk, almond syrup, coconut juice and fruit juice, people won't think soybean milk is expensive. Higher prices also limit people's consumption of soy milk.
In addition, the understanding of the nutritional value of soybean milk needs to be improved. From the point of view of nutrition, soybean milk is a product worthy of social attention. However, the development of soybean milk is not satisfactory at present because it has not been widely recognized by the society. With the support from all walks of life, soybean milk products can be recognized by the society, and its output can be greatly improved, so there is a lot of room for reducing costs. By then, supplying the rural market can also be done.
The product design of soybean milk can't meet the taste demand of consumers. People's requirements for drinks are: color, fragrance, taste, health, nutrition and safety. At present, some enterprises target the consumers of soybean milk at primary and secondary school students, but primary and secondary school students are most sensitive to the taste, and the most unacceptable thing is the smell of beans. They don't like too sweet drinks, and they like juice, cocoa and other flavors best. Students know little about the nutritional components of food. If the color, smell and taste are not good, it is impossible to promote students' consumption only by persuasion from parents and schools. Middle-aged and elderly people are the most sensitive to nutrition, and they need to supplement calcium while ingesting plant protein, and the taste is of course indispensable. The development of tea drinks is a good proof. However, there are still some problems in most soy milk products.
Most countries in the world developed soybean milk industry as early as ten years ago, such as Brazil and Argentina. The development from relying on imported soybeans to today's soybean country is related to its emphasis on and vigorous development of bean products industry. Relatively speaking, the soybean milk industry in China is still relatively backward. Therefore, China started the soybean project to promote the further development of bean products industry in China. This soybean project covers a wide range, including all kinds of foods and drinks made from soybeans. At present, soybean beverage is a promising variety with mature technology, precious nutrition, government support and promotion, and enterprises participating in production. Therefore, we have reason to believe that soybean milk has a good market prospect.
Comparative analysis of related industries
From the perspective of market competition: in 200 1 year, seven beverage industries, such as soybean milk/peanut milk, instant beverage, tea beverage, soda+cola, instant coffee, bottled water and lactic acid bacteria beverage, have basically entered the oligopoly market pattern. The market structure of oligopoly shows that competition is no longer perfect in the general sense, but mainly concentrated among a few oligarchs (2 ~ 3). They may reach some kind of agreement to raise or lower market prices; Or irrelevant, adopt a leading strategy or a following strategy. The oligopoly market structure has certain barriers to market entry, which makes it difficult for small enterprises to enter. Even if it enters the industry, it only plays a role in making up for a few market gaps. The brand effect of oligopoly of the above seven drinks is quite obvious, and consumers have a high degree of cognition.
From the product category, the development of the beverage industry has been in a stable development stage, and it is constantly maturing. Every kind of beverage has potential for development. If substitutes can expand or improve the use or substitution rate of products, the penetration of substitutes will also increase people's demand for other industries. Who can explore the law of industrial development, innovate constantly, and cater to people's constantly improving tastes, who can find new development opportunities.
Market consumption of soybean milk products in China
The soybean milk market in China is mainly in the south, and the market is mainly divided by several famous brands. From 65438 to 0998, the per capita consumption of soybean milk in inland areas of China was 0.8 liters. By 200 1, the per capita consumption of soybean milk increased slightly, but compared with some other developed countries and regions, the gap was huge, even compared with some Asian regions with very similar eating habits, but it also showed the potential of soybean milk in China market.
With regard to the characteristics of soybean milk consumers, according to the quantitative survey of soybean milk consumers by Luo Ming Market Planning Company, 25.5% of the respondents have the habit of drinking soybean milk, which shows that the acceptance of this beverage is very high.
The survey results show that 54.9% of the respondents are women and 45. 1% are men. The proportion of female respondents drinking soybean milk was 29%, while that of men was 22.2%. These two indicators show that women's soybean milk consumption is slightly higher than that of men. On the one hand, women pay more attention to diet structure and nutrition collocation than men, and soybean milk is naturally favored by women because of its nutritional value and health care effect. Secondly, because men's life rhythm is more compact than women's, there are no more choices and considerations in beverage consumption. Age characteristics of soybean milk consumers. The survey results show that the proportion of teenagers drinking alcohol is high, which is 3 1. 1%. With the increase of the age of the respondents, the proportion of drinking has decreased correspondingly, and there is a certain linear relationship. Researchers from Luo Ming Marketing Planning (Shanghai) Co., Ltd. believe that because teenagers are in the growth and development period, they have a great demand for nutrients, and parents' concern for their children makes them drink more. Relatively speaking, older respondents drink soy milk because of their knowledge and understanding of soy milk.
Characteristics of monthly income of soybean milk consumers. The survey results show that in all income levels, the overall penetration rate of high-income people is higher than that of low-income people, and the respondents with income levels above 6000 yuan have the highest proportion of drinking. Researchers from Luo Ming Market Planning Company believe that because the health awareness of high-income groups is higher than that of low-income groups, and their understanding of the nutritional value of soy milk is often higher than that of low-income groups, their consumption demand for soy milk is relatively high. In addition, some consumers can't adapt to the taste of milk, and soybean milk is a necessary drink on the breakfast table.
Main brands and market penetration rate of soybean milk
The survey results show that Weiwei soybean milk stands out and its market penetration rate reaches 17.5%. Other brands with great market influence include Vitasoy, Yangxiecheng and Green Valley, with market penetration rates of 7.3%, 4. 1% and 1.5% respectively.
Researchers from Luo Ming Market Planning Company found that Weiwei Soymilk is a well-known brand in the soy milk industry, and it has an obvious leading position in the industry. Relying on various forms of brand promotion, Weiwei soy milk has been well known by consumers, and the brand impression is deeply rooted in people's hearts. Brand awareness has reached a high level, and its market share is among the best.
The survey shows that the market penetration rate of 12 urban soybean milk is 25.5%.
Judging from TGI index and market share distribution, Guangzhou, Shanghai, Chengdu, Beijing, Xi and other places are relatively formed soybean milk markets, with large soybean milk consumption and common drinking habits.
Judging from the proportion of drinking soybean milk, people in Chengdu, Xi, Guangzhou and Kunming prefer to drink soybean milk, with market penetration rates of 39.9%, 37.3%, 34.6% and 3 1.5% respectively. However, residents in Nanjing and Shenyang are less interested in soybean milk, and the market penetration rate is only about 17.3%. This data is of great reference value to new entrants in the soymilk industry. Researchers from Luo Ming Market Planning (Shanghai) Co., Ltd. believe that new entrants should choose areas with high penetration rate and high proportion of consumers as breakthrough points. If they blindly and subjectively choose to enter the market, not paying attention to the consumption habits of local consumers and violating the laws of the market, most of them will be ruthlessly eliminated by the market.
Taste, brand and scale are the boosters of soybean milk industry.
After more than ten years of development, there are about 150 enterprises involved in soybean milk production in China, with a production capacity of about 500,000 tons. Because entrepreneurs are optimistic about the long-term trend of soybean milk development, many manufacturers have invested in soybean milk projects in recent years, and many big manufacturers also plan to join this ranks. But as a new industry, not every investor has fully enjoyed the return. Jianlibao, Wahaha, Robust, etc. Are actively studying soybean milk projects, some of which have passed the small and medium-sized tests. These are the top ten enterprises in China's beverage industry. Their intervention will suddenly increase the production and sales of soybean milk production in China and expand their influence. It can be said that the joining of these enterprises will make soybean milk become the main member of the beverage family in a short time.
Although soybean milk itself is a potential product, it will take time to sell well. In actual production and sales, the direct goal of an enterprise is profit. Although the price of soybean itself is not high, the production process of soybean milk is complicated and the processing and packaging equipment is expensive, so from the current point of view, soybean milk should also start from the urban market. It is expected that soybean milk enterprises will take the lead in the first round of promotion and sales in the urban market in the future, and then with the support of the government, it will be popularized in the vast rural areas in a short time.
In order to make soybean milk widely accepted by urban and rural consumers, there must be large-scale publicity and production investment. From the government's point of view, it is also hoped that more famous brand enterprises will join in the production of soybean milk; From the point of view of enterprises, enterprises that have produced soybean milk are actively looking for suitable ways to publicize the benefits of soybean milk, and those that have not put into production are also stepping up research and development and project demonstration. People in the beverage industry believe that in the near future, soy milk will become an important member of the beverage family in China.
In order to further explore the market and win more consumers, in the development of key products, production enterprises should cooperate with the implementation of the soybean action plan and the soybean milk plan for primary and secondary school students, and develop serialized soybean milk and soybean milk powder suitable for market demand from the perspective of student soybean milk and urban residents' breakfast soybean milk. While increasing the output of isolated protein, concentrated protein and tissue protein, improve the quality, reduce the cost, actively explore the application of engineering functional ingredients, nutritional functional ingredients and prepared food base materials, and expand the application fields of various soybean powders. At the same time, we should vigorously carry forward the traditions and advantages of China Oriental food, and speed up the technological transformation and industrial production of traditional bean products enterprises. Relying on scientific and technological progress, we will deeply develop and comprehensively utilize the functional components of various nutritional components in soybeans and develop new products as soon as possible. At the same time, we should try to improve the production formula and consider developing other flavors of soybean milk, such as soybean coffee drink and soybean juice drink developed by the United States and Argentina respectively. On the other hand, it is also very important for the development of soybean milk enterprises to choose a hygienic and safe aseptic processing and packaging system to effectively improve the overall quality of products, win the trust of consumers and establish a good brand image.
Compared with the brilliant prospect, the reality of soybean milk consumption market is so helpless that it can be said that it is a market with unlimited opportunities and huge challenges. Where is the market prospect? As a new intervener, we can't just pay attention to the "chicken ribs" dispute in the market of 65438+ 10,000 tons. We must chase the shortcomings, identify the opportunities contained in them, identify the market entry point, open up the market, and focus on developing the big market. Make the market bigger first, and then you can make big profits. Multi-pronged approach, improve recognition, the strange circle of soybean milk industry development will be broken.