The emergence of fresh milk delivery allows consumers to drink fresh milk more quickly and conveniently. Recently, Hunger released a report on fresh milk delivery. The report shows that in the past year, the order volume of low-temperature fresh milk delivery has been rising, and the market penetration rate has exceeded 30%. This means that for every 10 boxes of milk sold, 3 boxes are low-temperature fresh milk.
"In Europe and the United States, the market penetration rate of low-temperature fresh milk is more than 80%, while that of normal temperature milk is less than 20%. There is still a lot of room for growth in domestic low-temperature fresh milk category." Li Zongxin, head of retail business of Elememe, said.
In terms of fresh milk delivery orders, in Xiamen, Nanning, Suzhou, Wuxi and other cities, consumers are more willing to pay for low-temperature fresh milk, and the market penetration rate exceeds 40%; The penetration rate of low-temperature fresh milk in Shanghai, Nantong, and Hefei has reached 38%; Fourth tier cities have shown a faster growth trend, with a year-on-year increase of 106% in fresh milk delivery.
In the current era of the popularity of low-temperature fresh milk, low-temperature fresh milk has been able to break through the encirclement, and the convenience of purchasing methods is a very important reason。
Low temperature fresh milk has a short shelf life and requires high storage conditions. In the past, consumers had to frequently go to supermarkets to "stock up" or online milk stations to "order for half a year". After the emergence of fresh milk takeout, consumers can buy fresh milk like ordering takeout and enjoy a buy and match service, which is faster and more convenient. Currently, consumers in over 300 cities have entered the daily life circle of fresh milk delivery within half an hour。
According to the convenience index for fresh milk delivery released by Hungry Mai, people in Shanghai, Zhengzhou, and Tianjin are more convenient to buy fresh milk, followed by Shenyang, Qingdao, Suzhou, Beijing, Jinan, Hangzhou, and Chengdu。
We can see from the consumption trend that consumers prefer to drink fresh milk during breakfast and afternoon tea. Drinking at home is still the mainstream consumption scenario, but 10% of consumers choose to place orders in the office, "said Li Zongxin。
Cold chain transportation has always been a moat for the fresh milk industry, so the market is mainly dominated by local dairy companies. With the milk source as the center and the cold chain as the radius, "Li Zongxin said, low-temperature milk has high quality requirements and requires a high-quality distributed milk source and cold chain logistics transportation system to cooperate, with a coverage radius often not exceeding 300 kilometers. Therefore, the consumption of low-temperature fresh milk shows a very obvious regional characteristic, where "one side of fresh milk feeds one side of people"。
According to a report on fresh milk delivery, consumers in the "package postal area" prefer to drink Guangming, while people in Northeast China prefer Huishan, while Beijing people prefer Sanyuan, Chengdu people prefer New Hope, and Kunming people prefer New Hope Xuelan. From the perspective of average consumption unit price, people from Shenyang and Kunming spend less money on fresh milk, which is in the 7-yuan range. People from Harbin and Qingdao also buy fresh milk at a single digit price。
Source: China Food News Network
