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关于“爱他美”的报告

本报告研究涉及企业/品牌包括:诺优能、爱他美、惠氏、雅培、美赞臣、美素佳儿、雀巢、喜宝、A2、英国牛栏、伊利、圣元、雅力士、贝因美、多美滋、飞鹤、合生元、完达山、君乐宝、三元、蒙牛乳业、H&H国际控股、光明乳业、澳优、三元股份、雅士利国际、*ST因美

2018年中国婴幼儿奶粉市场销售额达到2221.0亿元,同比增长18.6%。预计至2020年,中国婴幼儿奶粉市场规模将继续扩张至2955.1亿元。随着中国婴幼儿奶粉市场的进一步规范,在漫长的十年恢复期后,飞鹤、伊利和贝因美等国产奶粉品牌都取得了一定的市场份额。iiMedia Research(艾媒咨询)调研数据显示,目前有19.7%中国消费者更倾向于购买国产奶粉,并且三四线城市消费者对于国产奶粉信心更强,购买国产奶粉意愿比例分别为28.1%和28.9%。在购买婴幼儿奶粉购买过程中,奶粉的品牌声誉对于消费者的购买决策的影响最大,超过四成消费者会通过网络传播获取奶粉信息。近八成消费者购买奶粉的价格在200-400元之间,四成消费者最关心婴幼儿奶粉的营养功能。奶粉配方注册制施行后,大量杂牌、贴牌被清出市场,同时许多进口奶粉品牌因无配方注册资格而无法进行线下销售,在三四线城市将有120-140亿元的市场空间。艾媒咨询分析师认为,未来三四线城市的奶粉市场将成为国产品牌打好翻身仗的关键。

In 2018, Chinese infant milk powder market reached 222.1 billion RMB and the growth rate is 18.6%. It is expected that Chinese infant milk powder market will continue to expand to 295.51 billion RMB by 2020. With the further standardization of Chinese infant milk powder market, after a long recovery period of ten years, domestic milk powder brands such as Firmus, Yili and Beingmate have gained a great market share. According to iiMedia Research, 19.7% of Chinese consumers are more inclined to purchase domestic milk powder brands and consumers in third-tier and fourth-tier cities have stronger confidence in domestic milk powder, with 28.1% and 28.9% purchase intention respectively. In the process of infant milk powder purchase, brand reputation of milk powder has the greatest influence on the purchase decision. More than 40% of consumers search information about milk powder through the Internet. Nearly 80% of consumers buy milk powder at a price between 200 and 400 yuan and 40% of consumers are most concerned about the nutritional function of infant milk powder. After the implementation of the registration system of milk formula, a large number of unregistered and labeled milk powder brands have been removed from the market. Meanwhile, many imported milk powder brands are unable to carry out offline sales due to their lack of qualification for registration of formula. Therefore, there will be a market space of 12 to 14 billion RMB in third-tier and fourth-tier cities. iiMedia consulting analyst believes that milk powder market of three or four tier cities is the key for domestic brands fighting a turnaround in the future.

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