Foreign milk powder brand charter flights into China

Foreign milk powder brands began to attack the Chinese market without regard to cost. The reporter learned yesterday that Karicare, the largest milk formula developer in New Zealand, recently launched a large batch of milk powder to the Chinese market by "charter".

The reporter learned from China Southern Airlines that a direct flight from China Southern Airlines to New Zealand and Auckland routed a return flight carrying more than 4 tons of New Zealand milk powder. After the milk powder arrived in Guangzhou, it was transferred to Beijing, Chongqing and other places for sale. According to the relevant staff of China Southern Airlines, the milk powder that was shipped back in was packed in bulk Caricare branded milk powder in cartons, and the goods would be repackaged and sold in the domestic market. The two parties have already reached a cooperation. After that, basically every flight returning will carry 4-5 tons of this product, and the route will have 3 flights a week. It is estimated that about 50 tons of milk powder will be transported each month. It is reported that Karicare is one of the world's three largest milk powder developers. Prior to this, there were no special agents or distributors in the country. However, there are a large number of e-commerce sites purchasing this brand of canned milk powder. The purchasing price is 180-315 yuan per can. .

Does such a generous “kill” bring greater competition pressure to domestic milk powder companies? The reporter called a number of domestic milk powder manufacturing companies yesterday. The other party said that domestic milk powder has a fixed consumer population. Karicare’s entry into China will not have a significant impact on the development of local brands.

Dairy expert Feng Qi also said in an interview with this reporter that foreign brands had milk powder into the Chinese market in the past, but most of them were caused by temporary events, such as suddenly out of stock, the company will supply goods through charter flights market. Although this time, the charter of Karicare pioneered the domestic market to give people a sense of menacing, but most of the foreign brands in recent years in the domestic development is not as beautiful as the surface, coupled with their access to domestic special channels for sales, so will not be the domestic milk powder The influence of the market structure will not cause too much pressure on domestic companies.

In fact, after a series of security incidents such as melamine broke out in the domestic dairy products market, domestic consumers’ confidence in domestically produced milk powder has fallen by an unprecedented amount. Most consumers have turned their attention to pure imported foreign milk powder, through online shopping or family and friends. Friends mailed to buy milk powder.

It is understood that in the past foreign brands entered the domestic market, most of them domestic agents to introduce foreign products into the country. In the process of introduction, although they all hope to be carried out in the form of air transportation to ensure the freshness of products and the speed of transportation, due to the high cost of air transportation, they ultimately choose shipping with large volumes and low costs. Therefore, some industry insiders questioned that Karicare charter flights into China, although greatly improving the efficiency of distribution, but the increase in the cost is very large, whether the company will transfer the cost pressure to the end product, and ultimately by the consumer to pay, It is a matter of concern after the next step in the market.