Research Report on the Market Environment and Competition of
China’s Bean Milk Powder from 2007 to 2008

Abstract:

Under the slogan of “one cup of milk strengthens a nation,” China 's milk industry has developed rapidly. How the bean milk industry can survive and emerge among the surrounding of milk industry is the problems that the industry should consider: whether to continue the path of milk or to create a brand new business path?

In recent years, China 's milk industry will face a series of shuffling, and those under the greatest influence are the pillars: the middle-sized dairy enterprises. This will be a good opportunity for the development of bean milk industry. Many industries are watching whether bean milk enterprises can grab this chance.

Domestic bean milk enterprises have adjusted their product and market strategies and went beyond the bean mild powder into vast liquid milk market. Jianlibao, Wahaha and Robust have all been planning bean milk projects and some have even passed the small and intermediate test. Their entrance will enlarge the product and influence of China 's bean milk industry. Their participation will make bean milk attract more attention.

The study of ethnology provides bean milk with the power to fight milk. It has unimagined effect on the development of China 's bean milk industry. One article on bean milk in “China Operation Newspaper” pointed out: 97% to 100% adults of the Han nationality will have a run after taking 50 g lactose. A study shows that the intolerance of milk of easterners is 0.9, and 86.7% people will have the reaction after taking milk, among which people in southern China take a major part. Ethnology has offered important clue for the bean milk industry to fight against milk, present new products and expand business. The basic concept of China 's bean milk industry to encounter milk industry is the slogan “More suitable to the Chinese Stomach” against “One cup of milk strengthens a nation.”

Bean milk is nutritious, has equal protein with milk and without harmful components and is healthy to the human body, and especially suits the stomach of the Chinese people. According to the latest research, it can also prevent the hair fall. Its advantages form some value concepts to encounter the milk industry.

This report researches the market environment, competition, consumer recognition of the bean milk product, conducts an in-depth analysis on entrance opportunities, domestic competition situation if enterprises, consumer purchase behavior, purchase capacity to reflect the quality, competition, advantages and disadvantages of brands, and differences of subdivided markets of China's bean milk industry, and also conducts an in-depth analysis on consumer group structure, market room and potential opportunities of bean milk brands.

Chapter One. General Introduction
Section one. Aim of the report
Section two. Research scope
Section three. Research areas
Section four. Data source
Section five. Research method
Section six. System of market competitiveness references
Chapter Two. Analysis on Soybean and Their Values
Section one. Analysis on value of nutrition and health keeping
Section two. Analysis on value of commercial value
Section three. Category of bean milk
Chapter Three. Research on Macro-economic Environment of Domestic Bean Milk Industry
Section one. Relative policies and regulations
Section two. Standards
Section three. Technology environment
Chapter Four. Research on Marketing of Domestic Bean Milk Industry
Section one. Soybean supply
Section two. Soybean production in China
Section three. Overall supply of China’s soybean supply
Section four. Analysis on production and supply of domestic solid drink and bean milk
Section five. Analysis on developing trend from 2000 to 2006
Section six. Analysis on major producing provinces from 2002 to 2006
Section seven. Comparison analysis with other industries in 2007
Chapter Five. Sales Channels of Domestic Bean Milk 
Section one. Structure 
Section two. Features and system 
Section three. Analysis on dealers 
Section four. Suggestions on marketing channels
Section five. Analysis on domestic prices
Section six. Range of price rise of different sales section
Section seven. Analysis on market prices of retail terminals
Chapter Six. Research on Competition Environment of Bean Milk Industry
Section one. Situation of domestic rivals
Section two. Distribution of rivals
Section three. Market shares of major rival brands
Section four. Research on leading brand enterprises 
1. Weiwei Group
2. Wandashan Dairy 
3. Yili Group
4. Feihe 
5. Bingquan Dairy Co. 
Section five. SWOT analysis on bean milk powder and replacement
1. Milk powder
2. Liquid milk
3. Traditional bean products
4. Other soft drink
Chapter Seven. Prediction of Future Development Trend of Bean Milk Powder Industry
Section one. Primary evaluation of China’s bean milk powder market
Section two. Prediction of developing trend of China’s bean milk powder market
Section three. Suggestion on entrance of enterprises into soybean deep processing market
Section four. Suggestion on strategy of entrance into soybean deep processing market 
Chapter Eight. Analysis on Overall Consumer Perception Quality of Bean Milk Powder Industry
Section one. Assessment of quality
Section two. Analysis on overall competition 
Chapter Nine. Analysis on Perception Quality of Major Brands of Bean Milk Powder Industry
Section one. Overall assessment of major brands by consumer perception
1. Weiwei
2. Heiniu
3. Wandashan
4. Yashili
5. Yili
6. Feihe
7. Bingquan
Section two. Assessment result of quality references of major brands
1. Weiwei
2. Heiniu
3. Wandashan
4. Yashili
5. Yili
6. Feihe
7. Bingquan
Chapter Ten. Comparison of Product Quality of Major Brands of Bean Milk Powder Industry
Section one. Comparative analysis of quality references of major brands
1. Comparison of nutrition
2. Comparison of wrapping
3. Comparison of taste
4. Comparison of smell
5. Comparison of outlook
6. Comparison of dissolve capacity
7. Comparison of convenience of purchase
Section two. Analysis on overall assessments
Section three. Analysis on important features
Chapter Eleven. Analysis on Consumer Group Components of Major Brands of Bean Milk Powder Industry
Section one. Overall analysis 
Section two. Weiwei
Section three. Heiniu
Section four. Wandashan
Section five. Yashili
Section six. Yili
Section seven. Feihe
Section eight. Bingquan
Chapter Twelve. Analysis on Market Opportunities of Bean Milk Powder Industry
Section one. Analysis on quality references of bean milk powder products in subdivided markets
1. Result by genders
2. Result by ages
3. Result by education
4. Result by income
5. Result by regions
Section two. Comparative analysis on quality assessment in subdivided markets
1. Result by genders
2. Result by ages
3. Result by education
4. Result by income
5. Result by regions
Section three. Analysis on strengths and weakness and market opportunities of major brands
1. Result by genders
2. Result by ages
3. Result by income
4. Result by regions
Chapter Thirteen. Advice and Suggestions of Consumers
Section one. Weiwei
Section two. Heiniu
Section three. Wandashan
Section four.. Yashili
Section five. Yili
Section six. Feihe
Section seven. Bingquan
Chapter Fourteen. Conclusion
 
Catalogue of tables
Table 1. Comparison list on protein of soybean and other major food
Table 2. Quantity of amino acid from different protein
Table 3. Quantity demand for amino acid by age
Table 4. PDCASS of different food protein
Table 5. Deep processing of China’s soybean from 2000 to 2006
Table 6. Prices of domestic and imported protein powder products in Beijing terminal markets
Table 7. List of comprehensive use profits of bean products
Table 8. Catalogue of products of Weiwei group
Table 9. Trend of production volume of China’s soybean 
Table 10. Planting areas and production volume of soybean in the world
Table 11. Provinces with soybean production of over 0.5 million tons in 2006
Table 12. Distribution of major soybean production provinces in China
Table 13. Overall supply of China’s soybean from 2000 to 2006
Table 14. Comparison of per capita production/possession of agriculture products
 of China and the world
Table 15. Per capita soybean resource of the world and major planting countries in 2006
Table 16. Developing trend of China’s solid drink and bean milk powder manufacturing 
industry from 2000 to 2006
Table 17. Distribution of enterprise areas of solid drink and soybean milk powder 
Table 18. Change of employees in major provinces of solid drink and bean milk 
powder from 2002 to 2006
Table 19. Production situation of major provinces from 2002 to 2006
Table 20. Income of major provinces from 2002 to 2006
Table 21. Profits of enterprises in major provinces from 2002 to 2006
Table 22. Number of enterprises and loss percentage in 2006
Table 23. Production and soft drink and dairy products in 2006
Table 24. Comparison of profiting ability of solid drink and other soft drink and
 dairy industry in 2006
Table 25. Mode of sales channels structure of bean milk powder
Table 26. Mode of sales channels organization of bean milk powder
Table 27. Function features of different sales sections
Table 28. Ratio of chosen supply of enterprise by retailers
Table 29. Ratio of chosen supply of agents by retailer
Table 30. List of major elements retailers should consider
Table 31. Percentage of expected service of retailers
Table 32. Analysis on prices on terminal markets 
Table 33. Ranking of bean milk powder sales in Aug. 2003
Table 34. Regional distribution of Weiwei Group
Table 35. Organization of Weiwei group
Table 36. Major references of Weiwei group from 2000 to 2006
Table 37. Major references of Wandashan from 2000 to 2006
Table 38. Top ten dairy enterprises of sales in 2006
Table 39. Regional distribution of Yili Group
Table 40. Major references of Yili group from 2000 to 2006
Table 41. Major references of Feihe from 2000 to 2006
Table 42. Organization of Bingquan
Table 43. Marketing network of Bingquan
Table 44. Major references of Bingquan from 2000 to 2006
Table 44. Overall consumer perception assessment
Table 46. Perception assessment and impact of product quality 
Table 47. Relationship of brand image and product quality
Table 48. Relationship of product quality and performance-price ratio
Table 49. Relationship of brand image and performance-price ratio
Table 50. Marks of overall assessment references of Weiwei bean milk powder
Table 51. Marks of overall assessment references of Heiniu bean milk powder
Table 52. Marks of overall assessment references of Wandashan bean milk powder 
Table 53. Marks of overall assessment references of Yashili bean milk powder
Table 54. Analysis on consumer group of Yili group bean milk powder
Table 55. Analysis on consumer group of Feihe group bean milk powder
Table 56. Analysis on consumer group of Bingquan bean milk powder
Table 57. Marks of quality references and their impact on product quality of Weiwei
Table 58. Marks of quality references and their impact on product quality of Heiniu
Table 59. Marks of quality references and their impact on product quality of Wandashan
Table 60. Marks of quality references and their impact on product quality of Yashili
Table 61. Analysis on consumer group of Yili group bean milk powder
Table 62. Analysis on consumer group of Feihe group bean milk powder
Table 63. Analysis on consumer group of Bingquan group bean milk powder
Table 64. Comparison of assessment on nutrition of major brands by consumers
Table 65. Comparison of assessment on wrapping of major brands by consumers
Table 66. Comparison of assessment on taste of major brands by consumers
Table 67. Comparison of assessment on smell of major brands by consumers
Table 68. Comparison of assessment on outlook of major brands by consumers
Table 69. Comparison of assessment on dissolution of major brands by consumers
Table 70. Comparison of assessment on purchase convenience of major brands by consumers
Table 71. Perception quality of products of bean milk powder industry
Table 72. Comparison of overall perception quality of major brands
Table 73. Comprehensive comparison of assessment on ingredients and wrapping of major
 brands by customers
Table 74. Structure of consumers by gender
Table 75. Structure of consumers by age
Table 76. Structure of consumers by education
Table 77. Structure of consumers by family income
Table 78. Assessment of quality references by male consumers
Table 79. Assessment of quality references by female consumers
Table 80. Assessment of quality references by consumers from 18 to 24
Table 81. Assessment of quality references by consumers from 25 to 34
Table 82. Assessment of quality references by consumers from 35 to 44
Table 83. Assessment of quality references by consumers from 45 to 59
Table 84. Assessment of quality references by consumers above 60
Table 85. Assessment of quality references by consumers from eastern regions
Table 86. Assessment of quality references by consumers from central regions
Table 87. Assessment of quality references by consumers from western regions
Table 88. Differences of nutrition assessment of major brands by male consumers
Table 89. Differences of nutrition assessment of major brands by female consumers
Table 90. Differences of wrapping assessment of major brands by male consumers
Table 91. Differences of wrapping assessment of major brands by female consumers
Table 92. Differences of nutrition assessment of major brands by eastern consumers
Table 93. Differences of nutrition assessment of major brands by central consumers
Table 94. Differences of nutrition assessment of major brands by western consumers
Table 95. Differences of wrapping assessment of major brands by eastern consumers
Table 96. Differences of wrapping assessment of major brands by central consumers
Table 97. Differences of wrapping assessment of major brands by western consumers
Table 98. Advice and suggestions on Weiwei
Table 99. Advice and suggestions on Heiniu
Table 100. Advice and suggestions on Wandashan
Table 101. Advice and suggestions on Yashili
Table 102. Analysis on consumer groups of Yili
Table 103. Analysis on consumer groups of Feihe
Table 104. Analysis on consumer groups of Bingquan 

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