中国乳品市场争夺升级 进口奶粉角逐电商平台

 中国日益升级的乳品市场争夺战，正逐渐向电商转移。特别是随着传统卖场品牌竞争加剧、海关日益收紧跨境奶粉代购，国际乳品生产巨头开始将目光投向中国的电商平台。
9月12日，爱尔兰驻华大使康宝乐(John Paul Kavanagh)、贝因美集团副总裁陶杨、京东商城日百母婴总监郭晓博等在北京共同启动贝因美旗下新产品在京东的网络首售。作为国内电商官方发售的第一罐进口奶粉，贝因美与京东商城的携手被视为原装进口奶粉在中国进入全新电商时代。
此次贝因美推出的新产品绿爱+，来自贝因美与国际知名跨国企业KERRY共同投资的爱尔兰本土工厂，从牧场到成品全供应链管理，完全在爱尔兰生产，进入中国市场的所有产品都经过爱尔兰及中国两国质检。 到会的京东日百母婴总监郭晓博表示，双方的这次合作，意味着未来中国妈妈们不必再费海淘、代购之苦，就可以在中国购买到原装进口奶粉。
专家指出，各大国外奶粉厂商角逐中国电子商务平台将成为未来一段时间的趋势。
中国国内市场对进口奶粉的巨大需求，已经成为近几年影响国际乳品市场价格的重要因素。美国乳品出口协会提供的数据显示，受中国需求推动，2013年美国面向中国的奶粉出口额较上年增长超过两倍，美国乳品生产企业今年3月份出口量刷新纪录。而作为乳品重要原产地的新西兰，2013年向中国出口了价值超过40亿美元的乳制品。巨大的市场购买力使得国际乳品巨头纷纷将目光投向中国，官方最新数据显示，目前中国共批准了27个国家的1686家乳品企业注册，其中包含55家婴幼儿配方乳粉境外企业。
但进口奶粉在中国市场相对高昂的价格，也催生了中国海外代购市场急速扩张。2013年中国海外代购的奶粉、辅食等婴幼儿食品类交易额达到175亿元人民币，成为海外代购市场中最火爆的消费品。但同时，海外代购面临偷税、漏税等问题，而渠道的规范也使得造假和贩假现象屡见不鲜。
专家表示，原装进口奶粉与中国电商平台的携手，将有望使得中国消费者购买渠道更为通畅，也有助降低进口奶粉的成本，因此中国各大电子商务平台肯定会成为进口奶粉厂商未来在中国争夺的另一个主战场。(由中国进出口网摘自中国经济网)
The dairy products competition becomes fiercer and fiercer nowadays. As a result, those dairy products producers are paying more attention to e-commerce trade accross border. Especially with the increasing competition of famous brands in the traditional stores and increasingly tightened cross-border milk purchasing, international dairy producers began to focus on China's cross-border electronic business platforms.
On September 12, John Paul Kavanagh, the Irish Ambassador, Yang ao, vice president of the Beinmate Group, Gupo Xiaobo, director of maternal and child department in JD B2C market jointly launched the first sale its new product in Beijing. As the first imported milk powder officially sold on the domestic e-commerce platform, the cooperation between JD B2C market and Beinmate is considered as the symbol that imported milk powder market in China has entered a new era of electronic commerce. The a new product green love + launched by Beinmate comes from the local plant in Ireland which is jointly invested by Beinmate and world renowned multinational company KERRY. From the ranch to the end products in the whole supply chain management, the products are produced entirely in Ireland, and all products entering the Chinese market have been inspected by the two countries to make sure the quality is super.
Gupo Xiaobo, director of maternal and child department in JD B2C market noted that the cooperation between the two sides means in the future Chinese mothers can save energy spent on online purchasing merkets such as Haitao (wher particular employees get products directly from the original places). They can buy imported milk powder in China without any worry.
Experts point out that major foreign milk powder manufacturers will compete for Chinese e-commerce platform, which will become the future trend in the future.
The huge demand for imported milk powder in China's domestic market has in recent years become an important factor affecting the international dairy market prices. Data provided by American Dairy Export Council showed that, driven by Chinese demand, in 2013, milk powder exports from United States to China is more than doubled over the previous year. The export volume of the American dairy products in March this year hit a new record. As an important producer in the world, the New Zealand has exported to China more than 4 billion U.S. dollars worth of dairy products in 2013. The huge purchasing power of Chinese buyers attacts more and more international dairy products giants who seek larger market share in China. The latest official data show that China has approved a total of 1,686 dairy products enterprises registeration from 27 countries, which includes 55 overseas enterprises producing infant formula milk powder. （Translated by www.chinainout.com） However, the prices of imported milk powder in China is relatively high, which gives birth to the rapid expansion of overseas purchasing for domestic customers. In 2013, the total volume of China's overseas purchasing of milk, infant food and other complementary products reached 17.5 billion yuan, becoming the most popular overseas purchasing consumer goods market. But at the same time, overseas purchasing is faced with the problem of tax evasion and other issues, while the flaws of legal procedures make the false and fake products widely spreaded in Chinese market.
Experts said that the cooperation between world milk powder suppliers and China’s e-commerce platform is expected not only to make it easier for Chinese consumers to buy more imported milk powder, but also help to reduce the cost of imported milk powder. Therefore, China's major e-commerce platforms are sure to become another main source for milk powder manufacturers to increase sales in China in the future.