2006年对中国乳业来说并不是激情澎湃的一年。前几年引领行业增长的液态奶势头已经明显回落;酸奶虽然依然保持了比较好的增长势头,但是城市市场饱和后,如何向二三线和乡镇市场拓展的问题已经迫在眉睫;奶粉市场在整体萎缩中,生产企业只能拼命涌向高端区,但是高端市场的国际品牌防线并不是那么容易就突破得了;奶酪还只是一个纸上的美丽图画,获得实实在在的利润需要做的事情还太多。对于很多经历过前些年做什么都挣钱那样美好时光的乳品企业来说,现在的处境就好像被巨石压住的幼苗,艰难地寻找着通向光明的道路。如果我们关注一下2006年乳品行业在建工程的状况,很容易就会发现,乳饮料的生产车间和生产线占据了最大的比例。在液态奶市场火爆的时代,乳饮料是一种被边缘化的产品,并不被看好,那些专门生产乳饮料的企业老总甚至很难进入到乳业“圈子”里去。原先以“丑小鸭”面目出现的乳饮料,竟然一下成了众多乳品企业争抢的香饽饽,在并不景气的年景里不惜在其身上一掷千金。充分自由的市场竞争所带来的好处就是不会让所有的道路都被堵塞,往往在看似无路的地方,却会有意想不到的发现。乳饮料的兴起就是这种意外的发现,这尤其让被伊利、蒙牛逼得走投无路的中小乳品企业看到了一丝光亮,而小洋人依靠乳饮料迅速崛起的榜样作用更是让人对乳饮料充满了憧憬。市场进入门槛低,生产成本低廉而相对液态奶高得多的利润水平,乳饮料现在确实太容易勾起人的投资欲望了。但是在信息充分流动的市场上,任何风险小、收益高的项目,几乎立刻都会面对蜂拥而至的投 2006 is not a year of passion for China’s dairy industry. Although the yoghurt still maintained its relatively good momentum of growth, the issue of how to expand its market to the second and third tier cities and townships is imminent. The overall market for milk powder is shrinking , Manufacturers can only frantically flock to the high-end area, but the high-end market international brand line of defense is not so easy to break through; cheese is just a beautiful picture on paper, get real profits need to do too much. For many dairy companies that have enjoyed the good times earning money from previous years, the situation is now like seedlings trapped by boulders, struggling to find a way to light. If we look at the state of the dairy industry under construction in 2006, it is easy to see that the largest proportion of milk beverage production plants and production lines are in place. In the era of hot liquid milk market, milk drinks is a marginalized product, not optimistic, those who specialize in milk beverage business executives even difficult to enter the dairy industry “circle” to go. Originally “” ugly duckling "appearance of milk beverage, turned out to become a lot of dairy companies compete for the fragrant 饽 饽, did not hesitate in the year spent billions in their body. The advantage of full and free market competition is that it will not block all roads and will often find surprises where there seems to be no way out. The rise of milk drinks is such an unexpected discovery, which in particular was forced by Erie, Mengniu small and medium-sized dairy companies desperate to see a glimmer of light, and the rapid rise of young people rely on dairy drinks role model is to make people full of milk drinks Longing. Low barriers to entry, low production costs and much higher profit margins compared to liquid milk, dairy drinks are indeed too easy to evoke the desire for investment. But in a market where information flows well, any project with low risk and high return will face the rush of investment almost immediately