中国乳业如何面对外资竞争

2019/8/2911中国乳业如何应对外资乳企的竞争HowChina’sDairyIndustryRespondstoForeignChallenge中国人民大学农业与农村发展学院副院长、教授人大—利乐研究中心主任孔祥智KongXiangzhiProfessorandViceDean,SchoolofAgriculturalEconomics&RuralDevelopment,RenminUniversityofChina,andDirector,RUC&TetraPakDairyResearchCenter2008年9月8日，哈尔滨Harbin,September8,200082019/8/2922019/8/2922孔祥智简介Bio现任中国人民大学农业与农村发展学院教授、博士生导师，党委书记兼副院长。Vice-DeanofSchoolofAgriculturalEconomicsandRuralDevelopment,RUCProfessorofSchoolofAgriculturalEconomicsandRuralDevelopment,RUC2019/8/2932019/8/2933孔祥智简介Bio近年来公开发表学术论文180余篇，著作（含合著）20余部。代表作：《聚焦三农》、《中国三农前景展望》、《制度创新与中国农村城镇化》、《中国农家经济审视——地区差异、政府干预与农户行为》、《谁来养活我们》、《中国粮食流通体制改革透视》等。Inrecentyears,morethan180academicpapersandover20books(includingco-authoredones)havebeenpublished.Representativeworks:“FocusingonAgriculture,RuralAreasandFarmers”,“OutlookforChineseAgriculture”,“InstitutionalInnovationandUrbanizationinChina'sRuralAreas”,“ExaminationofChineseRuralHouseholdEconomies—RegionalDifferences,GovernmentInterventionsandRuralHouseholdBehaviors”,“WhotoFeedUs”,“PerspectivesonInstitutionalReformofChineseFoodCirculation”...2019/8/2942019/8/2944孔祥智简介Bio入选教育部2004年度“新世纪人才支持计划”，曾获第二届中国农村发展奖、北京市哲学社会科学优秀成果二等奖等。《中华人民共和国农民专业合作社法》起草小组成员。Includedin2004ProgramforNewCenturyExcellentTalentsinUniversityofMOE;TheSecondSessionofChina'sRuralDevelopmentAward;TheSecond-classBeijingPhilosophyandSocialSciencesOutstandingAchievementsAward研究领域：奶业经济、合作经济、农业政策分析。AreasofInterest:AgriculturalPolicy,AgriculturalTechnologicalInnovation,RuralUrbanization2019/8/295报告的主要内容Contents2008年中国乳业面临的形势分析SituationAnalysisof2008ChineseDairyIndustry国内乳品行业存在的主要问题MajorIssuesinChineseDairyIndustry练好“内功”，迎接挑战Building“InnerStrength”toMeetChallenges2019/8/296形势严峻：外资乳企将大举进入ToughChallenge:ForeignDairyEnterprisesFloodintoChineseMarket至2001年，世界排名前20位的乳业品牌通过不同渠道已全部进入中国By2001,allworld’stop20dairybrandshaveenteredtheChinesemarketthroughvariouschannels外资乳业公司在中国市场的竞争绩效并不明显Foreigndairyenterprisesdon’thavemuchcompetitiveedgeinChinesemarket2019/8/297形势严峻：外资乳企将大举进入ToughChallenge:ForeignDairyEnterprisesFloodintoChineseMarket2008年的形势发生了变化Changesin2008经过近两年的调整，中国奶业正在从数量型向质量型转变，正在迎来健康、稳定的黄金阶段Aftera2years’adjustmentfeaturedbyashiftfromquantityorientedtoqualityoriented,Chinesedairyindustryisexpectingagoldenerawithsoundandsteadydevelopment利润空间小，小企业很难继续生存Narrowprofitmarginmakesitdifficultforsmallbusinessestosurvive新的政策提高了从业门槛Newpoliciesraiseindustryentrythreshold2019/8/2982008年外资企业的举动MovesofForeignDairyEnterprisesin2008韩国东远集团打算在山东威海建设奶牛养殖和乳品加工企业DongwonGroupofSouthKoreaplanstosetupadairycattleraisingbaseanddairyprocessingcorporationsinWeihai,Shandong日本朝日啤酒株式会社和伊藤忠商事株式会社宣布两家公司共同设立“山东朝日绿源乳业有限公司”AsahiBreweriesandItochuCorporationofJapanannouncedtheestablishmentofShandongAsahiLvyuanDairyCo.,Ltd2019/8/2992008年外资企业的举动MovesofForeignDairyEnterprisesin2008韩国每日乳业公司开始进入中国市场MaeilDairyofSouthKoreastartsenteringChinesemarket达能（中国）：DanoneChina:收购妙士乳业PurchasedMiaoshiDairy控股新希望乳业HoldsmajoritysharesofNewhopeDairy2019/8/2910形势展望Outlook未来若干年内，外资乳企在中国市场的比重将大大提高ForeigndairyenterpriseswilltakeabiggershareinChinesemarketinthenewfewyears在高端乳品市场，外资乳企的话语权会越来越大Foreigndairyenterpriseswillhaveabiggersayinhigh-enddairymarket2019/8/2911软肋：我国乳业存在的主要问题1Weakness:MajorIssuesinChineseDairyIndustry-1乳品加工企业过度密集，无序竞争，导致奶源不足问题日益突出，奶源不足又反过来导致了企业产能的相对过剩Overfullindustryandunhealthycompetitionresultinmilksourceshortage,whichinturnleadstoproductioncapacitysurplus2019/8/2912软肋：我国乳业存在的主要问题2Weakness:MajorIssuesinChineseDairyIndustry-2乳企和农户之间的关系需要规范和重新定位Relationsbetweendairyenterprisesandfarmersneedtobefurtherregulatedandre-shaped企业、奶站、奶户enterprises,milkgatheringstationsandfarmers2019/8/2913软肋：我国乳业存在的主要问题3Weakness:MajorIssuesinChineseDairyIndustry-3原料奶供给的质量和价格使得乳品加工企业很难做大做强Limitedqualityandquantityofrawmilkmakesitdifficultforprocessingenterprisestogrow奶牛养殖的规模小，养殖成本高Smallraisingsizeplushighraisingcost每个农户向奶站交售鲜奶的数量有限Limitedamountoffreshmilkgatheredfromfarmers对奶牛养殖环节的技术服务没有完全到位Insufficienttechnicalservices2019/8/2914练好“内功”，迎接挑战1Building“InnerStrength”toMeetChallenges-1重塑乳品加工企业和奶农之间的利益连接机制Reshapetheinterestsharingmechanismbetweenprocessingenterprisesandfarmers农业产业化的成功经验Successfulexperienceofagriculturalindustrialization加强合作经济组织建设Strengthenthebuildingofcooperativeorganizations2019/8/2915练好“内功”，迎接挑战2Building“InnerStrength”toMeetChallenges-2提高乳业的竞争力要以整个奶业为着眼点，加强对奶农的饲养技术推广和服务，通过技术创新提高奶农的利润水平Enhancecompetitivenessbyupgradingthewholeindustrythroughstrengtheningtechniqueextensionandservicesforfarmersandimprovingtheirprofitabilitywithtechnicalinnovations加强规模化养殖小区建设Promotinglarge-scalehusbandrycommunities推广“奶联社”养殖模式Promotingthe“milkcooperative”model企业投资奶牛养殖场建设Enterprisesincreasesinvestmentonraisingbases加强对奶农的技术培训和服务Strengthentechnicaltrainingandservicesforfarmers2019/8/2916练好“内功”，迎接挑战3Building“InnerStrength”toMeetChallenges-3企业要自律，重点在搞好奶源基地建设Thekeytoenterpriseself-disciplineliesinthebuildingofmilksourcebases.乳品行业要在高端乳制品和一般乳制品之间寻找平衡点：要“背水一战”，不可“破釜沉舟”Thedairyindustryneedstostrikeabalancebetweenhigh-endandaveragedairyproductsbyado