在代購(gòu)、海淘增長(zhǎng)迅猛的沖擊下，嬰幼兒配方奶粉行業(yè)競(jìng)爭(zhēng)白熱化，而隨著奶粉企業(yè)不斷試水電商，奶粉行業(yè)的價(jià)格戰(zhàn)愈演愈烈，這些因素都在蠶食奶粉企業(yè)的利潤(rùn)。貝因美2014年度業(yè)績(jī)出爐，利潤(rùn)下降88.88%；由蒙?？毓傻难攀坷ツ陜衾麧?rùn)則下滑43.1%。

相關(guān)數(shù)據(jù)顯示，2014年奶粉的銷(xiāo)售噸數(shù)為700萬(wàn)噸，營(yíng)業(yè)額出現(xiàn)4.2%的增長(zhǎng)，與往年10%至20%的增長(zhǎng)率相比顯得有些落寞。

數(shù)據(jù)顯示，以出廠價(jià)計(jì)算，2014年嬰幼兒配方奶粉的銷(xiāo)售額是700億元，其中通過(guò)海淘代購(gòu)的為100億元，前20家企業(yè)的銷(xiāo)售額是500億元，剩下的企業(yè)占據(jù)了100億元。

過(guò)去一年外資奶粉品牌的市場(chǎng)份額首度出現(xiàn)下滑，AC尼爾森公布的數(shù)據(jù)顯示，銷(xiāo)量排名前十的品牌中，內(nèi)資奶粉品牌在數(shù)量上幾乎與外資品牌持平。

盡管如此，中國(guó)巨大的市場(chǎng)潛力依然吸引著外資奶粉品牌不斷加碼，近年來(lái)歐洲奶粉品牌不斷涌入中國(guó)市場(chǎng)，其中不乏一些高端品牌，中國(guó)奶粉品牌的售價(jià)也不斷刷新，目前市場(chǎng)上售價(jià)最高的奶粉是荷蘭海普諾凱1897嬰幼兒配方奶粉，每罐的零售價(jià)達(dá)到了458元/900克。為了在中國(guó)市場(chǎng)獲得更長(zhǎng)遠(yuǎn)的發(fā)展，外資奶粉紛紛通過(guò)不同方式加碼中國(guó)市場(chǎng)。連續(xù)兩年獲得市場(chǎng)占有率第一的惠氏營(yíng)養(yǎng)品今年將在全國(guó)20余個(gè)城市舉辦500多場(chǎng)“向母乳致敬”活動(dòng)，而海普諾凱1897近日宣布和北大啟動(dòng)一項(xiàng)長(zhǎng)達(dá)兩年的科研項(xiàng)目。

另一個(gè)趨勢(shì)性的變化是，在政策的推動(dòng)下，國(guó)內(nèi)嬰幼兒奶粉領(lǐng)域中內(nèi)外資合作共同發(fā)展已經(jīng)成為一種潮流。雅培和恒天然聯(lián)合簽署協(xié)議，計(jì)劃在中國(guó)共同投資興建一個(gè)奶牛養(yǎng)殖基地。全球五大乳業(yè)巨頭之一的荷蘭皇家菲仕蘭有限公司與中國(guó)輝山乳業(yè)控股有限公司也宣布成立合資公司，新西蘭新萊特則選擇與新希望乳業(yè)開(kāi)展合作。

“嬰幼兒奶粉業(yè)進(jìn)入價(jià)格下行通道”

自2013年國(guó)家發(fā)改委對(duì)奶粉品牌進(jìn)行反壟斷調(diào)查，惠氏、貝因美先后宣布降價(jià)，這也拉開(kāi)了奶粉行業(yè)降價(jià)潮的序幕，2014年奶粉行業(yè)的價(jià)格戰(zhàn)愈演愈烈，隨著君樂(lè)寶等奶粉行業(yè)的低價(jià)攪局者出現(xiàn)以及電商渠道的興起，奶粉行業(yè)的降價(jià)方式也越來(lái)越多樣。

“嬰幼兒奶粉行業(yè)已經(jīng)進(jìn)入價(jià)格下行通道，2015年價(jià)格戰(zhàn)將更加兇猛。”宋亮指出，奶粉行業(yè)價(jià)格進(jìn)入下行通道，原因一是產(chǎn)能過(guò)剩；其次則是企業(yè)試水電商，由于壓縮流通環(huán)節(jié)，價(jià)格下行；第三則是中國(guó)市場(chǎng)與國(guó)際接軌，海淘和代購(gòu)的沖擊。（中國(guó)進(jìn)出口網(wǎng)）


With the impact of the purchasing agents and the overseas shopping, the infant formula industry is stuck in the intense competition, and as companies continue to try e-commerce, the milk industry price war is intensified, these factors have eroded profits in the milk business. In 2014, Beingmate annual profit fell by 88.88%; Ashley Holdings net profit fell by 43.1%.

Data shows that in 2014 milk powder sales reached 7,000,000 tons, turnover increased by 4.2%, compared with 10-20% turnover in previous years, the growth rate was a bit small. "

Data shows that if we make calculation on ex-factory price, sales of in 2014 baby formula sales was 70 billion yuan, in which 10 billion yuan was through the overseas purchasing agents, sales of the top 20 companies was 50 billion yuan, and the remaining enterprises occupied 100 billion.

Over the past year, the market share of foreign milk powder brands declined for the first time, data released by AC Nielsen shows that, among the top ten brands of sales, the number of domestic brands of milk powder is almost as same as the number of foreign brands.

Nevertheless, China's huge market potential still attracts foreign milk powder brands, in recent years, the milk powder brands in Europe continuously enter into the Chinese market, including some high-end brands, while the milk powder price is constantly refreshed, baby formula at the highest price on the market is Hyproca infant formula, the retail price of each tank reach 458 yuan / 900 grams. To obtain a more long-term development in the Chinese market, foreign milk powder brands take different measures to expand the Chinese market. Wyeth Nutritionals will organize more than 500 activities about "a tribute to breast milk" in more than 20 cities this year, while Hyproca1897 recently announced the launch of a two-year research projects under the cooperation with Peking University.

Another trend change in the baby formula is sino-foreign joint venture driven by policy. Abbott and Fonterra signed an agreement, planning to build a dairy cow breeding base in China through joint venture. Royal Dutch Friesland Ltd., one of the world's top five dairy giants, announced to establish a joint venture with China Huishan Dairy Holdings Limited, and the New Zealand Synlait chose to cooperate with the New Hope Dairy.

"Infant formula price into downlink channel"

Since 2013 the National Development and Reform Commission has launched antitrust investigation on milk powder brands, Wyeth and Beingmate US has announced price cuts, which also opened the prelude to the milk industry price cuts, in 2014 the milk industry price war was intensified, with low-cost Junlebao and e-commerce channels, the baby formula price fell.

"The infant formula price has been into downtlink channel, in 2015 the price war will be more ferocious." Song Liang pointed out that the infant formula price has been into downtlink channel, due to overcapacity and e-commerce channels ( the compression of the circulation), moreover, the Chinese market is in line with international standards, and impacted by overseas shopping and purchasing agents.