These days, if you want to be a fashion trendsetter, just drink some milk.
But this breast, which represents the forefront of fashion, is not so easy to reach the standard. To promote green and organic environmentalism, you have to embrace oat milk. It doesn’t matter if you misunderstand Ice Bock Milk as “icy cyberpunk ”, as long as you also love Ice Bock Coffee, you are also a senior coffee lover. Not to mention the ubiquitous "raw coconut" coconut milk series, which you can drink straight up.
How literary young people drink: drink a glass of milk and love someone. / "This Killer Isn't Too Cold"
If you don't want to take the MBTI to test your personality, you can also classify your preferences by drinking milk. Just look at who the sponsors of the popular variety shows are.
After the netizens scolded Song Dandan for his suffocation in " Fifty Kilometers Taohuawu 2", in the next episode they drank Jindian fresh milk and had fun; in " Longing for Life " they talked about "escaping from the family" Xu Zhiyuan would also drink Deluxe Desert organic milk and praise teachers Huang and He.
Review of some classic scenes. / "Fifty Kilometers Taohuawu"
The annual top variety show " Sister Riding the Wind and Waves " has aired in its third season. The title sponsor Jindian has not only become a "good friend" of Olympic champion Xu Mengtao in the show, but also I gave myself a new title - Juan Shan Nai.
Juanshan’s breasts are like the latest popular fried chicken in the Internet celebrity breast industry, but I bet you don’t know how they are rolled out.
What kind of cow is Juanshan Milk?
Juanshan Milk is nicknamed "Queen of Milk" and "LV of Milk". According to the law "more than half of the value of a luxury product comes from its birth story", how "noble" Juanshan milk is depends purely on how exciting the story behind it is.
As the name suggests, Juanshan milk is produced from Juanshan cow, and the hometown of Juanshan cow is the British island of Jersey (Jersey) that everyone is very familiar with - after all, our WeChat friends either live in Iceland, or in Jersey in .
Juanshan cattle are truly "Jersey cattle" (Jersey cattle), so named because Jersey was once translated as Juanshan Island.
In addition to this, Jersey’s connection with us dates back to our childhood.
For example, the "Shadows of Childhood" package is added to "The Sixth Sense", The horror film "The Island" starring Nicole Kidman was filmed in Jersey.
The German army surrendered in World War in 1945, but Jersey became the only British territory that continued to be occupied by the German army for five years. In the movie, the father who goes out to fight, the heroine with her child, and the new uninvited guests who arrive in the wasteland are all the epitome of the people in that war era.
As early as when I was in elementary school, there was a novel "My Uncle Jules" by Maupassant in the Chinese textbook. The novel mainly takes place on the ship where Philip's family travels abroad. The destination of this trip is Jersey, but it is translated as "Jersay Island" in the textbook.
Jersey is not a big island, but it is well-known. Most of this popularity comes from the island’s specialty cow, the Juanshan cow. It can be said that Juanshan Niu and Jersey vividly explain what "running in both directions" means.
There are different opinions on the origin of the Juanshan cattle breed. Although the exact original origin of the breed has no evidence, the breeding history of the Juanshan cattle breed is clear and traceable.
In 1763, the United Kingdom issued a decree prohibiting other cattle breeds from entering Jersey. After 200 years of closed breeding, purebred Juanshan cattle were bred. In 1844, the British Juanshan Cattle Breed Association was established, marking the official formation of the Juanshan cattle breed.
There are about 1 billion cows in the world, each of which can produce milk, but only 1/7 can be called a cow. There are 6 common cow breeds in the world today. The Holstein cow, which originated in the Netherlands, is the most common cow breed in the world.
Some knowledge that I can’t remember, but it looks good./ b站@Chai knowledge
Holstein cattle have strong adaptability to local conditions. Most countries in the world can raise them and breed cross-bred Holstein cattle with their own local characteristics. The most numerous dairy cows in my country are Chinese Holsteins. Cow .
Unlike Holstein cattle, Juanshan cattle do not rely on large numbers and large output to win. Juanshan cattle follow the "closed breeding" breed purification route. Purebred Juanshan cattle are rare in the world, with only about 200,000.
After caring about the story value of "luxury goods" in the milk industry, we naturally have to analyze the practical value of Juanshan milk.
When we drink milk, we drink lactose, milk protein, milk fat and calcium. The biggest feature of Juanshan milk is that its milk fat content exceeds 6% of the total weight of milk, while ordinary dairy cows only have 3%-4%.
The most intuitive manifestation of these characteristics is probably what Juanshan milk calls itself, "a milk with a thicker taste that everyone can drink." The rest is a matter of opinion.
Would Zhu Chaoyang like drinking Juanshan's milk? / "The Hidden Corner"
So if you want to ask, what is the purpose of drinking Juanshan's milk. To a certain extent, the answer is equivalent to why we drink oat milk, almond milk, organic milk ...
Take a sip to feel fresh.
The most popular industry in the country - liquid milk
Unlike the endless variety of new milk products that people choose to drink in order to try new things, the involution of the liquid milk industry is nothing new.
On the Juanshan Milk Track, the contestants are outstanding.
On May 14, 2022, Yili Jindian launched a new top version of organic milk - Jindian Juanshan organic pure milk. Not to be outdone, the new dairy brand Adopt a Cow launched refrigerated Juanshan milk on May 17, which is also the brand's first refrigerated milk.
In terms of spokespersons, it is natural to "roll up". / "Sister Riding the Wind and Waves 3"
Asahi Vipshop milk, known as "milk for coffee", also launched "Thick 4.0" Juanshan milk at the beginning of this year. Not to mention the major dairy companies in Beijing, Shanghai and Guangzhou, Sanyuan , Guangming, Xiangmanlou all have Juanshan milk products.
The liquid milk industry has already set off an "involution frenzy" - from organic breeding, to icebock technology, to Juanshan cattle breeding, dairy companies are seeking industry breakthroughs from all dimensions.
"2020 Milk and Dairy Products Consumption Guidelines for Chinese Residents" points out that the protein and calcium content of every 100 grams of liquid milk is as high as 3 grams and 104 milligrams, and further recommends that Chinese residents consume dairy products equivalent to 300 grams of liquid milk every day.
A cup of milk can meet the daily needs of consumers, but for the industry, in order to win this "cup" of the market, a lot of tricks are needed.
Drinking milk is not the problem, what kind of milk you drink is the problem. / unsplash
Contrary to the sluggishness of the traditional milk industry, plant milk has entered the fast lane of development. From 2017 to 2019, the global plant milk market grew from US$1.8 billion to US$2 billion, growing at an annual rate of more than 5%.
China Agricultural University A paper analyzing consumers' willingness to consume liquid milk pointed out that with the improvement of living standards and the enhancement of consumers' environmental awareness, organic liquid milk with the dual attributes of quality, safety and environmental protection is increasingly favored by consumers. Acceptance and choice - Plant milk that perfectly meets the requirements has naturally become the new favorite in the market.
Consumers believe that choosing plant milk represents a new lifestyle and concept, which means the pursuit of health, quality, and even fashion. For those who are at the forefront of trends, plant milk is a sign that they are keeping up with fashion trends.
In terms of marketing, plant milk is also very good at attacking the pain points of milk. / OATLY
are both a trillion-yuan market, and the popularity of plant milk is inseparable from the development trend of the coffee industry. Nowadays, we can order an oatmeal latte in almost any coffee shop, large or small, if we walk into one.
Hailan Coffee Shop, located in Nansha District, Guangzhou, is one of the earliest Japanese cafes in Guangzhou. Its founder, Mr. Chikatoyo, is a Japanese who came to work in China. In 2010, he planned to settle in China after retiring from the electronics industry, so he decided to open a coffee shop.
Mr. Chikatoyo, who was 73 years old at the time, actually knew nothing about the coffee industry. In order to open a store, he went back to Japan and entered the KONO Coffee School to learn coffee skills from Mr. Kono.
The current manager of Hailan Coffee Shop is Mr. Chika Toyo's son Chika Toyo. The biggest change for his son in inheriting his father's business is probably the change in liquid milk.
Kono-ryu coffee, which Mr. Chikatoyo studied, is a well-known genre in Japanese coffee. / Solar Life
Since the store opened 12 years ago, Highland Coffee Shop's menu has always been very simple. There are only 8 types of single-origin coffee and 2 types of self-developed blended coffee. All beans use their own Japanese roasting method.
At Highland, it’s easy to tell the difference between a regular customer and a first-time customer. You just need to look at whether he drinks an American or a latte. Because the Konto family has always insisted on "recommending customers to drink American style, so that they can best experience the flavor of the coffee beans themselves."
Although most of the time it is a regular customer business, Fengxi still launches a "limited menu" in order to better cater to the tastes of customers, including the popular oatmeal latte, raw coconut latte, iced Bock coffee, and thick milk latte. Catch them all.
Highland Coffee House’s signature coffee beans.
"Although I don't drink it myself, there are often new customers who insist on asking if they can make these coffees after reading the menu."
Coffee shops that compromise with customers are just like thousands of people involved in the liquid milk industry. Like millions of companies, their anxieties are the same: traditional players don’t want to fall behind.
"Not all milk is called——"
In the eight years since 2006, the dairy industry has been in a period of rapid development. Until 2014, the scale of China's dairy industry exceeded 300 billion yuan. The turning point in the
industry occurred in 2015. For three consecutive years since then, the sales growth rate of the dairy industry has begun to be lower than the unit price growth rate, and the overall growth rate has dropped to less than 5%. This means that in terms of consumption volume, the dairy market has almost hit the industry ceiling.
To escape the "bottleneck period", it is inevitable that the growth driving force of the dairy market will gradually shift from "volume increase" to "price increase". The same is true for the nature of
dairy involution: it is neither a competition on the channel side, nor a competition on brands, nor a competition on the regional market, but a competition to seize the high-end minds of consumers.
Drinking milk is about a relationship between you and me. / "Reply 1988"
Whoever can make consumers pay for products with a higher unit price will be the winner.
In fact, the high-endization of the dairy industry has already begun.
In 2005, Mengniu Deluxe, regarded as the "pioneer" of domestic high-end milk, was born; in 2006, Yili followed closely and launched the high-end brand Jindian, committed to creating China's "high-quality Natural milk”. According to statistics from
business consulting firm Frost Sullivan, the proportion of high-end milk in the domestic milk market has increased year by year. From 2009 to 2013, the retail sales of high-end milk increased from 17.9 billion yuan to 41.7 billion yuan, and exceeded 80 billion yuan in 2020.
The popularity of Juanshan milk is essentially a carefully planned marketing campaign.
In the beverage industry, milk is the first choice for consumers most of the time. / "Cat and Mouse Game"
As the "nobles among milk" recognized by the industry, until the end of 2019, the inventory rate of Juanshan milk was only about 1%. The scarcity attribute has contributed to the high value of Juanshan milk. In addition, Juanshan milk With its own advantages of both taste and nutrition, it is only a matter of time before it becomes the new favorite in the industry.
While high-endization has become the consensus of the industry, at a time when consumer propositions are changing with each passing day, it will be a long time before the war between liquid milk companies subsides.
As ordinary consumers, we only care about one thing: when will there be a cheap " rolled into "?
After all, what consumers care more about than what kind of new milk they can drink is always "what kind of milk I can afford."
References
[1] Zhang Mingjun, Hao Haisheng, Zhu Huabin, et al. "Juanshan cattle-an important breed genetic resource for my country's dairy production" | Chinese dairy cows
[2] Jia Jingdun. "China's dairy industry development strategy" | China Agriculture Publishing Society
[3] Liu Shanshui. "Claims, Certification and Consumers' Willingness to Pay for the Nutritional Properties of Liquid Milk" | China Agricultural University
[4] Dairy companies are "involved" and young people can no longer afford milk | Hedgehog Commune
[5] Drained milk VS rising plant milk, who will win? | Silicon Rabbit Racing
[6] Is this island famous for its cows? | Museum
