抖音电商液态奶行业研究报告

Industry Overview - The liquid milk industry is experiencing growth driven by increasing consumer health awareness and consumption upgrades, with demand for nutritious dairy products rising [2] - The industry has diversified its product offerings, expanding from traditional pure milk and yogurt to include water buffalo milk and yak milk, catering to diverse consumer needs [2] - On Douyin's e-commerce platform, the entry of new consumer groups and the trend towards "quality consumption" have led to a flourishing market with emerging brands [2] - The liquid milk industry faces both challenges and opportunities due to diversified consumer demands and intensified market competition [2] Market Performance - The liquid milk industry on Douyin's e-commerce platform shows a growth trend, with the number of brands, stores, and products increasing simultaneously, reflecting steady market expansion [6] - From 2021 to 2023, the liquid milk industry on Douyin experienced rapid growth, with sales peaks during the Spring Festival and Mid-Autumn Festival due to gifting demand [8] - Pure milk remains the largest category in the liquid milk industry, with its growth rate exceeding the overall industry growth rate, indicating strong demand [10] - Subcategories like water buffalo milk and yak milk, though smaller in market size, show high growth potential, especially with the improvement of logistics and cold chain systems [10] Sales and Promotions - Traditional promotional events like Double 11 and 618 contribute significantly to liquid milk sales, accounting for 34% of total sales [12] - During the Spring Festival and Mid-Autumn Festival, yogurt and flavored milk performed exceptionally well, with sales surpassing those of Double 11 [12] - Pure milk and yogurt categories showed strong sales during major promotional events, with pure milk contributing 34% of total sales during these periods [13] Competitive Landscape - The liquid milk industry has a high market concentration, with the top 5 brands (CR5) showing a slight decline in 2023, indicating increased competition on Douyin's e-commerce platform [14] - Emerging brands like "Raising a Cow" have consistently ranked at the top, surpassing traditional giants like Yili and Mengniu, highlighting the dominance of leading brands [14] - In the flavored milk segment, the market is highly concentrated, with the top brand, Wangwang, holding over 50% of the market share, making it difficult for new entrants [17] Sales Channels and Consumer Behavior - Live streaming is the primary sales channel for liquid milk, contributing over 70% of total sales, while product cards are gaining traction, accounting for nearly 20% of sales [19] - Pure milk sales are heavily influenced by gifting demand during festivals, with significant sales spikes in February and September, driven by health-conscious consumers [22] - The 10-50 RMB price range is the most competitive in the pure milk category, with rapid growth in demand, while the 100-300 RMB range remains the largest market segment [27] Consumer Preferences - Health and nutrition are key factors driving consumer preferences, with high-calcium and high-protein milk products showing significant growth in sales [29] - Consumers also value taste and texture, with products emphasizing rich milk flavor, sweetness, and creaminess gaining popularity [29] - In the yogurt category, low-fat and sugar-free products are trending, reflecting a growing focus on health, while diverse flavors like French and Greek styles are also in demand [37] Brand Case Study: Raising a Cow - Raising a Cow has seen consistent growth on Douyin's e-commerce platform, with its monthly sales index reaching 3067 in 2023, surpassing traditional brands like Yili and Mengniu [40] - The brand employs a unique strategy of storytelling, creating emotional connections with consumers, and leveraging emerging traffic channels to build brand awareness [41][42][43][44] - Live streaming is a core sales method for Raising a Cow, contributing 83.64% of total sales, with brand-owned accounts and top influencers driving significant sales [46] - The brand has diversified its product offerings across multiple price ranges and categories, with its A2β-casein pure milk being a standout product due to its unique selling points [57] - Raising a Cow has also focused on targeted marketing, particularly towards health-conscious mothers, and has integrated online and offline campaigns to strengthen brand recognition [59]