text | Zhongtong Media reporter Xingwei
Since the release of the new national standard in early 2021, it has been affecting the sensitive nerves of milk powder people. Many milk powder people have experienced the grand occasion of the first formula registration. The author is a junior in the milk powder industry. He has not experienced it personally, but has heard of it from time to time. Even this year, he often hears channel dealers talking about the situation back then. They have a lot of feelings and sighs. The brands that were well-managed at that time have never appeared again because they have not passed the threshold for formula registration. The memory at that time left a mark in the hearts of many channel dealers, especially agents who have prospered and lost with the brand. It is precisely because of this that agents frequently stated that before the implementation of the new national standard and secondary formula registration, they no longer blindly accepted new products, and only then did channel dealers ask from time to time, is there a list of two bets, and is there a list of new national standard brands?
As of September 6, statistics on milk powder industry reviews showed that among the more than 900 formulas that passed the formula registration earlier in 2017, 157 have successfully continued their registration qualifications, and 93 products have passed the review in 2022, of which 54 products are changed in registration number and 39 are newly applied for registration number. In other words, in addition to the products registered or changed in 2020 and 2021, more than 200 products have continued their validity period as of September 6, which can be understood as passing two notes.
But passing the second note does not mean that it meets the new national standard. Secondary formula registration is the threshold and is a continuation of formula registration qualifications. It is equivalent to the access system. The new national standard is a food standard. The difference between the new national standard and the current national standard is mainly adjusted and changed in protein , fat, carbohydrate , trace elements, and selectable ingredients.
combined with the special food information query platform and the company's own publicity, milk powder industry comments are incomplete statistics, and currently more than 39 products comply with the new national standards. These include brands such as Flag, Yili Jinling Guan , Feihe Xing Feifan , Wyeth, Mey Johnson , etc. The following is the specific product list.
Among the above 39 new national standard products, Flag milk powder has passed one series and three formulas; Wyeth Ailor (Youth Children's Le) has passed one series and three formulas; Mey Johnson has passed two series and six formulas, including Platinum Quanyue and Anerbao.
However, the most eye-catching ones are the two giants Feihe and Yili . Yili Jinlingguan won 15 places with its five series: Jinlingguan® Bicong, Jinlingguan® Zhengu, Jinlingguan® Educational Guard, Jinlingguan® Jinggu, and Jinlingguan ® Sennamu, accounting for nearly 40%, making it one of the milk powder brands with the most certifications for the new national standard. Feihe carries Xingfeifan's large single product matrix, namely Xingfeifan, Xingfeifan Zhuorui, Xingfeifan Zhuoshu, and Xingfeifan Zhuoyao, occupying 12 places. In this new national standard product list, Feihe and Yili brands account for nearly 70%, laying a solid foundation for the next stage of market competition and expansion.
The new national standard itself tests the brand's hard power such as R&D and innovation. It can also be seen from the brands currently passed that it is mostly the leading companies with very strong hard power. Moreover, the market share of milk powder has been concentrated towards the top brands in recent years, and there is a trend of further concentration. In the era of the new national standard, they are likely to continue to occupy an advantageous position in the competition and further widen the gap with small and medium-sized brands. Some people also say that the competition in the future of the milk powder industry is the competition among the top dairy companies.
But the author wants to say that the Chinese milk powder market has never lacked the soil to breed dark horses. In the past, it is the same in the future. According to the author's understanding, many small and medium-sized brands have also made sufficient preparations, submitted relevant procedures for the new national standards and received acceptance, and are currently in an orderly manner. Indeed, the new national standard and secondary formula registration are the thresholds, and many small and medium-sized brands with insufficient strength have been optimized. But at the same time, this is also a new window of opportunity. We look forward to a new starting point and a new story will occur when the product quality brand strength in the Chinese milk powder market continues to improve.
