嬰幼兒配方奶粉行業(yè)深度報(bào)告內(nèi)資的品牌時(shí)代

1、敬請(qǐng)閱讀末頁(yè)的重要說明正文目錄序、序、行業(yè)復(fù)業(yè)復(fù)盤：奶粉十粉十年，量，量?jī)r(jià)齊升齊升與沉浮動(dòng)蕩動(dòng)蕩....................................................................................................................................................5一、一、生意本意本源：高加成加成、格局格局分散

2、的散的中國(guó)特色生意色生意..........................................................................................................................................91.家長(zhǎng)不吝投入.............................................................

3、............................................................................92.渠道助推高端化..................................................................................................................................103.

4、產(chǎn)品差異小，生產(chǎn)成本低................................................................................................................11二、二、規(guī)?？臻g?？臻g:“:“跑馬圈地”時(shí)代已過已過市場(chǎng)規(guī)場(chǎng)規(guī)模逐步見頂見頂.........................................................

5、.......................................................131.歷史及現(xiàn)狀：量?jī)r(jià)齊升的黃金地帶..............................................................................................132.未來展望：規(guī)模漸見頂，競(jìng)爭(zhēng)加劇.................................

6、.............................................................14三、三、競(jìng)爭(zhēng)格爭(zhēng)格局：從分散分散到集中集中，內(nèi)資內(nèi)資份額回升...............................................................................................................................

7、.........................211.市場(chǎng)集中度逐步提升，內(nèi)資份額觸底回升................................................................................212.奶粉注冊(cè)制提高行業(yè)準(zhǔn)入門檻，行業(yè)加速洗牌.....................................................................

8、..213.海淘政策加強(qiáng)監(jiān)管.............................................................................................................................224.高端以上增速較快，國(guó)外品牌高端、1段占比高........................................................

9、............23四、四、模式比式比較：品牌渠牌渠道共振共振，打法打法各顯神通........................................................................................................................................................241、渠道驅(qū)動(dòng)力：三四線城市母嬰店仍為短期驅(qū)動(dòng)

10、力.................................................................242、模式比較：三個(gè)視角看行業(yè)..........................................................................................................273、未來展望：短期看渠道管控力，長(zhǎng)期看品牌價(jià)值.......

11、..........................................................28五、企業(yè)簡(jiǎn)介：內(nèi)資進(jìn)入品牌時(shí)代，龍頭加速崛起...................................................................31圖表目錄圖1行業(yè)復(fù)盤...........................................................

12、..5圖2內(nèi)資20082018交替領(lǐng)先...............................................6圖3外資90年代中逐步進(jìn)入境內(nèi)市場(chǎng).........................................6圖4母嬰、電商渠道在嬰配粉銷售中占比提升，商超下滑.......................7圖5貝因美2013年后凈利率顯著削弱...........................

13、.............8圖6伊利奶粉20142015高端化逆勢(shì)強(qiáng)化盈利.................................8圖7內(nèi)外資占比...........................................................8圖8我國(guó)嬰幼兒年均消費(fèi)額度不斷上升.......................................9圖39量增分段拆分................