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恒天然发力自有品牌布局巴氏奶 安佳推“鲜牛乳”锁定年轻消费群体

2019-04-18     牛牛财经   来源:证券日报 夏芳
文章摘要:■本报记者 夏芳根植中国40多年的新西兰乳业巨头恒天然近日来又有新动作。4月15日,恒天然旗下品牌安佳正式推出一款名为鲜牛乳的巴氏鲜奶,这款产品所用奶源为安佳品牌首次采用中国本土奶源。值得一提的是,曾经为全球原料供应商的恒天然,中国市场是其最大….

    ■本benbaojizhexiafang

    根genzhizhongguo40多duoniandexin西xilanruyejutouhengtianranjinrilaiyouyouxindongzuo

    4月yue15日ri,恒hengtianranqixiapinpaianjiazhengshituichuyikuanmingwei“鲜xianniuru”的debashixiannai,这zhekuanchanpinsuoyongnaiyuanweianjiapinpaishoucicaiyongzhongguobentunaiyuan

    值zhideyitideshi,曾zengjingweiquanqiuyuanliaogongyingshangdehengtianran,中zhongguoshichangshiqizuidadeshichang,近jinnianlai,恒hengtianranyizhizouzhuanxingzhilu,推tuichuzuhequanlaiyingduixingyedebianhuaxiaoguoxianzhu

    具jutilaikan,恒hengtianransidayewujunqudebusudefazhanchengji:安anjiazhuanyerupinyichengweizhongguocanyinshichangdelingxianpinpai,NZMP为weizhongguobaiduojiashipinqiyetigongrupinyuanliao,消xiaofeipinpaiqixiadeanjiapinpaiyijingchengwei线xianshang线xianxiajinkouchangwennaixiaoliangdiyiming,中zhongguomuchangyeyizhujianyunyingchengshu

    如rujin,安anjiatuichubashixiannaichanpin,试shituzaizhongguokuaisuzengchangdediwennaishichangfendeyibeigeng,此cijuduihengtianranzaihuayewulaishuo,将jiangqidaozenyangdeyingxiang

    对duici,中zhongguoshipinchanyeyanjiuyuanzhudanpengjieshou《证zhengquanribao》记jizhecai访fangshibiaoshi,恒hengtianrandeyoushizaiyuduinaiyuanjizhenggegongyinglianquanchengdeyangebakong,守shouzhuyoushidetongshi,他tayezaichixudichuangxin。此cicituichuxianniuruchanpin,是shiqizaizhongguodazaowanchengde“从congmuchangdaocanzhuo”供gongyingliandeyigedongzuo

    持chixubujuxiannaishichang

    据jujieshao,恒hengtianrancicituichudexiannaixinpin,以yi7天tianweibaozhiqi。产chanpinguigewei900ml的defenxiangzhuanghe200ml元yuanqizhuang,满manzuxiaofeizhezaibutongxiaofeichangjingxiadeyinyongxuqiu

    在zaizhudanpengkanlai,恒hengtianranzaizhongguoshichangchixutuichuxiannaichanpin,也yezuyijiandeqiduizheyishichangdebuduanchangshi,以yijiduizishenpinzhidexinxin

    彼bishi,2017年nianniandi,恒hengtianranyuhemaxianshenglianshou,推tuichu“日ririxian”牛niunai。其qimaidianzaiyucongchanpinshangjiadaoxiajiadeshijianbuchaoguo24小xiaoshi,这zhekuandianfuxingdechanpinduinaiyuantichuliaohengaodeyaoqiu。2018年nianniandi,安anjiayujialefuzhongguozaishanghaidiquhezuotuichuyikuanbashishajunxiannaichanpingong线xianshang线xianxiaxiaoshou,该gaikuanxiannaichanpinzhuda“极jizhixinxian”。这zhexiedushihengtianranyizhongguomuchangzhuangongnaiyuanweijichu,携xieshouhezuohuobanzaixiannaishichangdexiaoshiniudao

    如rujin,鲜xianniuruzaihuadongshichangdedafanweituichu,在zaizhudanpengkanlai,说shuominghengtianrancongmuchangdaocanzhuoshangxiayouchanyelianyigoujianqijueduideyoushi,并binglitubazhongguomuchangdeyouzhiniunaizhuanhuachenggaofujiazhidechanpin,推tui广guanggeigengduodexiaofeirenqun

    不buguo,液yetainaishichangdejingzhengcankuyeshibuzhengdeshishi,如ruhejingzhundichudadaomubiaoxiaofeizhe,也yeshihengtianrananjiamianlindewenti

    据juhengtianranxiangguanfuzerenjieshao,新xinpintuichuhou,安anjiasuodingzhuiqiushenghuopinzhidenianqingrenqun,立limakaizhanliaoyuchaoliugongchuangkongjianWeWork及jiqitakuaguoshipingongsidehezuo,打dazaobailinggongzuozaocandechangjing,倡changdaojiankangjiazhishenghuo

    恒hengtianrandazhonghuaquzongcaizhuxiaojingbiaoshi,数shuzijingji3.0时shidai,与yuxiaofeizhedefenxiangshigoutong,以yijichuangjianxindexiaofeichangjingbianderiyizhongyao。安anjiaxiannaicongdanshengyishi,就jiuzidaizheyijiyin

    发faliziyoupinpai

    值zhidezhuyideshi,近jinnianlai,随suizhuoxiaofeizhejiankangyishidezengqiang,乳ruzhipinzairenmenshanshijiegouzhongdediweiyemingxiantigao,其qizhongyouyibashixiannaidezengchangzuiweixunsu,每meinianbaochiliangweishudegaosuzengchang

    根genju《中zhongguonaiyezhiliangbaogao》显xianshi,2017年nianwoguoruzhipinchanliang2935万wandun,同tongbizengchang4.2%。而erbashixiannaijinnianmeinianbaochizhuo24.3%的dezengfu

    正zhengshijiyuduishichangdedongcha,安anjiafalixiannaishichang

    去qunian,恒hengtianrandazhonghuaquxiaofeipinpaibufuzongcaicaohuibiaoshi,安anjiaweilai3年nianjihuashixianxiaoliangfan3倍bei,以yishixianquanpinleichanpinjunzhanjutongpinleidiyi

    而ercongmuqianhengtianrandeyejilaikan,恒hengtianranzaihuayewujunbiaoxianbusu,致zhi使shihengtianrandezhengticaibaoshujuyebiandehaokan

    3月yue20日ri,恒hengtianranfabuliao2019财cainianzhongqicaibao,在zaibaogaoqinei,公gongsishixianshouru97亿yimeiyuan,税shuihoujinglirunwei8000万wanmeiyuan,且qieyihuifuyinglizhuangtai。恒hengtianrandazhonghuaquxiaofeipinpaibuzaishangbancainianxiaoliangzengchang29%,几jidapinleijundedaoliaokuaisufazhan

    在zaiyeneirenshikanlai,恒hengtianranzaizhongguoshichangshangzhisuoyiyourucihaodebiaoxian,这zheyugongsizhiqiandebujuyouzhijiedeguanxi

    而erju《证zhengquanribao》记jizheliaojie,除chuliaoxin西xilanbentushichangwai,中zhongguoshihengtianranzaihaiwaiweiyizijianmuchangdeguojia,这zheyechongfentixianliaoqiduizhongguoshichangdezhongshi

    拥yongyounaiyuanyoushidehengtianran,其qiziyoupinpaijingguojiniandenuli,目muqianyebiaoxianbusu

    据juliaojie,自zi2013年niankaishizaizhongguoshichangfalixiaofeizhepinpaiyewu,安anjiacongyigechanpinjinruzhongguo,到daorujinyouchaogaowenmiejunniunai、常changwensuannai、鲜xiannai、佐zuocanrupinjichengrennaifendengwudapinleijin50个gechanpin,目muqianyiruzhuquanguo233个gechengshide1.3万wanjiamendian,并bingyualibaba、京jingdong、盒hemaxianshenghezuo,线xianshang线xianxia、新xinlingshouqudaogongtongfali,并bingyongwuniandeshijianqudeliaoliugediyi

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