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Li Shengli, the chief scientist of the National Dairy Industry Technology System, mentioned that "foreign consumers eat cheese and milk, we mainly drink milk." She said that one of the shortcomings of my country's dairy industry is the unreasonable structure of dairy products. my country's liquid milk accounts for 80 percent ; 50 percent of the raw milk in developed countries is processed into cheese, and 18 percent is made into milk powder, while liquid milk only accounts for 30 percent . my country's cheese industry is underdeveloped and there is little buffer space for dairy products. From the supply side, this is actually a category that has an asymmetrical competitive advantage over local brands: European natural cheeses are due to import restrictions, and the variety and total amount of natural cheeses exist in ceiling milk fans, dried milk and other ethnic cheese products. Switching to industrialized production is extremely complicated, and will eventually only appear in the local market in the form of handmade products. However, from the demand side, since the introduction of cheese in the market and user education comes from multinational brands, the current core growth point of cheese is still the cultivation of user habits. , To make cheese cut into the diet structure of Chinese users, and this essentially means two things: to make cheese that is more in line with the eating habits of Chinese users to cut into the market through multiple scenarios and subdivided groups From the very beginning of cheese products entering the Chinese market The most criticized brand is the taste problem. Although there are thousands of cheeses in the world, the taste that most overseas consumers are accustomed to is not a flavor that is accepted by mass consumers when they migrate to China. Here we are very honored to communicate with Dr. Dongfang Chen, Vice President of Firmenich Asia Pacific RD Center, and the spokesperson of FBIF2018 about his personal views on cheese entering the Chinese market and taste: how to cultivate the local market's awareness of taste At the time, he mentioned that his personal opinion is that the flavor and texture of cheese need to be milder and more popular than traditional cheeses abroad.

Photo source of Dr. Chen Dongfang's speech at FBIF2018: FBIF2018 album to achieve localization needs, and it can also be developed based on the current products in the Chinese market and the preferences of the people, and upgrade from yogurt, using more solids and using cheese strains , Which can make users adapt to differentiated flavors. There are already some products on the market-fresh cheese. This product is essentially a yogurt process. Through the use of cheese strains, some milder fermentation of cheese is brought into it. Taste is a kind of taste training for yogurt users, and even the cultivation of category. In order to highlight the flavor of cheese, the current products include cheddar and even blue cheese with heavier flavors from the beginning, which essentially does not consider the great leap of user habits. And cheese snacks are expected to be a business with lower user thresholds, simpler distribution channels and logistics solutions, and from the perspective of channels, the most obvious opportunities are still the catering channel and the children's cheese market. By using cheese as a raw material for catering and home cooking, starting from the menu itself, it cuts into user habits, combined with the emotional points of "presumptuous" and "enjoyment" of food, and guides the memory points and needs of potential users to transform them from long-term into target users. The children's cheese is not only to meet the current profit demand, but also to nurture the low-cost cheese market in the future. After reviewing Yakult's cultivation in the Japanese market, the children's market is essentially a business that satisfies both children and parents: how to make children feel delicious, I want to drink how to make my parents feel worthwhile, but Yakult's taste, specifications, and packaging have considered children's eating habits and needs (increased sweetness, smaller specifications) from the beginning, and at the same time educate parents with intestinal vitality and children's intestinal problems, so that parents Both children are happy to return to the most basic question. What role should cheese play when it enters the Chinese diet? Cheese should be a fermented product with healthy attributes, but it is actually a very vague concept, but also because of the vague concept of category, it is also a problem and opportunity for category entry.