Milk Market Competition Intensified, Dairy Enterprises Join Hands Ali Want To "Ride" New Retail

On November 22nd, with the saturation of traditional product market, the head brand of dairy industry is turning its attention to the high Maori low temperature milk business, but only product innovation is not enough. The dairy giants are embracing the electricity supplier to try to seize the outlet of "new retail".

According to the information from the "sky eye", the company has changed its business with the Shanghai Technology Co., Ltd. (hereinafter referred to as "Tian Xian Liang"). The new shareholder Alibaba (China) Network Technology Co., Ltd. (hereinafter referred to as "Alibaba"), at the same time, registered capital increased from 50 million yuan to 300 million yuan. Alibaba and former shareholders Mengniu Group subscribed 150 million yuan respectively for 50% respectively.

According to relevant media, Tian Tian Pei was founded in July 2018, and Mengniu milk business Division launched an intelligent icebox tender for its new retail project in June 2018. The project is "Tian Tian Liang". Its format is similar to that of "vending machine", mainly covering the community scene.

Specifically, in some residential areas, the smart icebox can be purchased by users in the two-dimensional code on Taobao, Tmall online platforms or scanned freezers. After the distribution is completed, users can collect goods by entering the password or scanning the two-dimensional code again. At present, Tian Tian has covered nearly 600 communities in 15 cities.

In order to solve the three major problems of traditional milk ordering households, it is a new retail mode of "online platform ordering milk, downstairs intelligent refrigerator taking milk". Among them, Mengniu is mainly responsible for the upstream of the process, that is to provide fresh milk drinks, while Alibaba is mainly responsible for distribution, including order, management delivery time, cold chain transportation and so on.

What's more, the bright side of another dairy giant has also deepened its cooperation with ALI recently. In November 19th, Bright Dairy Limited by Share Ltd and Ali cloud computing Limited signed a strategic cooperation agreement. According to the agreement, Ali cloud will integrate the resources of Alibaba group in new retail, payment, logistics, office and intelligent stores based on cloud computing, artificial intelligence and platform, to provide support for Guangming dairy industry and explore a new digital transformation mode related to new retail and smart industries.

According to another information, as early as January 2018, Guangming dairy industry reached a partnership with Alibaba retail outlets and integrated the dealer system into the retail platform. In addition, the platform has been built on Ali cloud. In this year's Tmall double 11, it has set the platform with a daily sales of 18 million 410 thousand yuan, a record high.

However, for the reasons for the layout of fresh milk market, Ali said there was no more information. However, the share of dairy products is still relatively low in the electricity supplier channel, which has great room for growth, coupled with the rapid growth of low-temperature dairy products. Data show that the annual growth rate of low temperature fresh milk is 18.5%, while the growth rate of normal temperature products has been maintained in single digits in recent years. Therefore, it is not surprising to attract Ali into the game.

As for dairy enterprises, joining hands with ALI can solve a series of problems such as cold chain, logistics and distribution of dairy products and reduce operating costs. On the other hand, it can further extend to a larger market for healthy and fresh products. In addition, with the increasingly close cooperation between the head dairy enterprises and the electricity supplier, or will change the current situation of the traditional Chinese dairy industry as the main pattern, it will catch up with the new retail car and usher in better development.