Susu putih bersuhu-rendah: Faktor teras yang mempengaruhi pembelian berubah dengan cepat

According to industry statistics, in China's liquid milk consumption structure, pasteurized milk accounted for 10 percent , ultra-high temperature sterilized milk (also known as normal temperature milk, UHT milk) accounted for 40.6 percent ; fermented milk accounted for 21.3 percent , and modified milk accounted for 28.1 percent . Pasteurized milk in the United States, Australia and other countries accounts for more than 80 percent of the total liquid milk consumption, while my country's only 10 percent , which is relatively low. Since the market share is much lower than that of normal temperature white milk, some people often think that low temperature white milk is a new category that has been upgraded compared to normal temperature white milk. On the contrary, it has appeared in China since the 1920s. Instead, normal temperature white milk is the newcomer. . The current market for low-temperature white milk consumption areas is relatively unbalanced, with obvious regional characteristics. Consumption is concentrated in the Yangtze River Delta and Beijing, and Shanghai alone accounts for 30 percent of national sales. The limitation of the sales radius of low-temperature white milk is the core problem that low-temperature white milk has not become a large single product. The core of extending the sales radius of low-temperature white milk is the shelf life and cold chain logistics. We will discuss the cold chain logistics in the chapter of low-temperature yogurt. Detailed discussion, in this chapter we mainly discuss the shelf life. The shelf life of low-temperature white milk has been increased from 3 days to 7 days or even 15 days, and the scope of distribution has been greatly expanded. However, due to logistics constraints, the shelf life of low-temperature white milk cannot reach the ideal state. The milk shelf life is extended to 30 days, which can greatly increase the sales radius and inventory turnover rate. But if the shelf life is really extended to 30 days, there is a problem that needs to be faced. For users, "why choose low-temperature white milk", because the ingredient list of low-temperature white milk only contains the three words "raw milk", the products are differentiated It is weaker than normal temperature white milk, so the function of the brand has been greatly enlarged. From the previous interviews with users of low-temperature white milk in Beijing and Shanghai, for local brands, low-temperature white milk is almost a fortress. We believe that changes in channels will bring about changes in the core demand for low-temperature white milk. On the premise that there is no revolutionary technological optimization in ordering milk, ordering milk will be in a downward channel for a long time. In addition to being eaten by convenience stores, O2O and fresh food The platform is expected to eat up a large share, and the user purchase logic of O2O and fresh food e-commerce makes the importance of packaging and reflecting the main selling points increase, and only in this way can it support the rapid conversion of the first order.