CHAPTER 1 SUMMARY OF MILK POWDER
1.1　Brief introduction of milk powder
1.1.1　Definition of milk powder
1.1.2　Classification of milk powder
1.1.3　Development course of milk powder
1.1.4　Introduction of the functional milk powder
1.2　Whole milk powder
1.2.1　Definition of the whole milk powder
1.2.2　Preparation of whole milk powder
1.2.3　Production and quality standard of whole milk powder
1.3　Infant fomula milk powder
1.3.1　Definition of infant formula milk powder
1.3.2　Classification of infant formula milk powder
1.3.3　Nutrition features of infant formula milk powder
1.3.4　Technology development course of infant formula milk powder
CHAPTER 2 ANALYSIS OF THE DAIRY INDUSTRY IN CHINA FROM 2011 TO 2013
2.1　Summary of the development of the dairy industry in China
2.1.1　Supply and demand status of the dairy industry in China
2.1.2　Market concentration conditions of the dairy industry in China
2.1.3　Analysis of entry and exit barrier of the dairy industry in China
2.1.4　Feature and opportunity analysis of the dairy product market in China
2.2　Analysis of the dairy industry in China between 2010 and Mar. 2013
2.2.1　Overall operation of the dairy industry in China in 2010
2.2.2　Analysis of operation of the dairy industry of China in 2011
2.2.3　Development situation of the dairy industry in China in 2012
2.2.4　Operation of the dairy industry in China in the first quarter of 2013
2.3　Problems facing the development of the dairy industry in China
2.3.1　Major problems existing in the production of dairy products in China
2.3.2　Major problems urgently need to be solved in the dairy industry in China
2.3.3　Three major challenges facing the dairy producers in China
2.3.4　Increased cost pressure of the dairy product industry in China
2.4　Development strategies for the dairy industry in China
2.4.1　Development strategies for the dairy industry in China
2.4.2　Major strategies dribing the consumption of dairy products
2.4.3　Brief analysis for the second line dairy enterprises to make breakthrough
2.5　Risks in the investment of the diary industry and suggestions
2.5.1　Bussiness risks
2.5.2　Industrial risks
2.5.3　Market risks
2.5.4　Analysis of measures for dairy enterprises to cope with potential evonomic risk
2.6　Development trend and prospect forecast of the dairy industry
2.6.1　Development prospect of the dairy industry in China
2.6.2　Development target and direction of the dairy industry in China during the “Twelfth Five Year Planning” period
CHAPTER 3 ANALYSIS OF THE DEVELOPMENT OF MILK POWDER INDUSTRY FROM 2011 TO 2013
3.1　Summary of the development of the milk powder industry in the world
3.1.1　Analysis of the demand and supply in the global milk powder market
3.1.2　The US milk powder export increased quickly
3.1.3　Good trend maintained for export of skimmed milk powder by EU
3.2　Development status of the milk powder industry in China from 2010 to 2012
3.2.1　Elaboration on the development status of the milk powder market in China
3.2.2　In 2011, the milk powder industry in China entered into the all-round upgrading stage
3.2.3　Frequent actions of the milk powder market in China in 2012
3.2.4　Milk powder output increase in China between 2010 and 2012
3.2.5　SWOT analysis of the milk powder industry in China
3.3　Statistics of milk powder consumption in urban areas in China between 2010 and 2012
3.3.1　Milk powder consumption in large and medium sized cities in 2010
3.3.2　Milk powder consumption in large and medium sized cities in 2011
3.3.3　Milk powder consumption in large and medium sized cities in 2012
3.4　Unscramble the milk powder industry related policies in China between 2010 and 2013
3.4.1　In 2010, the threshold for producing infant formula milk powder was raised
3.4.2　Unscramble the new dairy safety state standard of 2010
3.4.3　In 2011, the state regulated the marketing activity of breast milk substitute products
3.4.4　Customs duty adjustment for the infant milk powder in 2012
3.4.5　No colostrum is allowed in infant formula food provided by Ministry for Hygiene in 2012
3.4.6　In 2013, the threshold for importing infant formula milk powder was raised
3.5　Analysis of brands in the milk powder market between 2011 and 2012
3.5.1　Brief inroduction of the brands in the milk powder market in China
3.5.2　Analysis of attention rate of the brands in the milk powder market in China in 2010
3.5.3　Analysis of attention rate of the brands in the milk powder market in China in 2011
3.5.4　Analysis of attention rate of the brands in the milk powder market in China in 2012
3.6　Problems and measures for the development of the milk powder development in China
3.6.1　Radical problems existing in the milk powder industry in China
3.6.2　The confusion in the milk powder importing market in China
3.6.3　Strategic analysis of the market breakthrough for local milk powder industry
3.6.4　Strategy for exploring the ruaral milk powder market
3.7　Prospect forecast of the milk powder market in China
3.7.1　Huge development potential of the rural milk powder market
3.7.2　Development analysis of the goat milk powder market in China
3.7.3　Forecast and analysis of the milk powder industry in China between 2013 and 2017
CHAPTER 4 ANALYSIS OF THE INFANT MILK POWDER MARKET BETWEEN 2011 AND 2012
4.1　Development status of infant milk powder
4.1.1　Development conditions of the infant milk powder market in China
4.1.2　Demand analysis of the infant milk powder in China
4.1.3　Development analysis of the infant milk powder industry in the secondary and third class cities in China
4.1.4　Outloook of the infant milk powder market pattern in China
4.2　Analysis of the development of the milk powder market in China between 2010 and 2012
4.2.1　Demand and supply of infant milk powder in 2010
4.2.2　Outdoor advertisement for the infant milk powder in 2010
4.2.3　Development conditions of the infant milk powder market in China in 2012
4.2.4　In 2012, the new measures regarding the administration of the quality of infant formula milk powder launched
4.3　Market survey and analysis of the consuming market of infant milk powder in China
4.3.1　Assessment of consumption environment
4.3.2　Brand market share
4.3.3　Brand creditworthiness
4.3.4　Brand awareness
4.3.5　Favor of the comsuming behaviors
4.3.6　Analysis of consumer purchasing channels
4.3.7　Consumer purhasing packaging type
4.3.8　Consumer understanding of nutrition
4.4　Analysis of medium range and high-end infant milk powder market between 2011 and 2012
4.4.1　Demand of developing medium range and high-end infant powder market
4.4.2　Consumption features of medium range and high-end infant milk powder
4.4.3　Brand pattern of medium range and high-end infant milk powder
4.4.4　The domestic enterprises enhanced the development of high-end infant milk powder market
4.4.5　Development conditions of high-end infant milk powder market
4.4.6　Method for developing medium range and high-end infant milk powder
4.5　Problems existing in the infant milk powder market and measures
4.5.1　Major problems existing in the infant milk powder market
4.5.2　Development strategy for developing the infant milk powder industry in China
4.5.3　Measures for developing medium range and high-end infant milk powder market
CHAPTER 5 ANALYSIS OF OTHER TYPES OF MILK POWDER MARKETS BETWEEN 2011 AND 2012
5.1　Unscramble the large packaging milk powder market in China
5.1.1　Current status of the large packaging milk powder market in China
5.1.2　Opportunities for developing large packaging milk powder
5.2　Milk powder for pregnant women
5.2.1　Concept and function of milk powder for pregmant women
5.2.2　Analysis of development of milk powder market for pregnant women in China
5.2.3　Huge development potential of millk powder for pregnant women and has become a hot point for competition
5.2.4　Development prospect of milk powder for pregnant women
5.3　Milk powder for middle-aged and aged persons
5.3.1　Summary of milk powder for middle-aged and aged persons
5.3.2　Milk powder for middle-aged and aged persons becomes hot point in the market
5.3.3　The milk powder for middle-aged and aged persons helping the health of intestinal tract favored in the market
5.3.4　Sales channels of milk powder for middle-aged and aged persons
5.3.5　Analysis of development potential of milk powder for middle-aged persons
CHAPTER 6 ANALYSIS OF MILK POWDER PRICE BETWEEN 2011 AND 2013
6.1　Summary of the market price of milk powder between 2010 and Mar. 2013
6.1.1　Analysis of the import milk powder price in 2010
6.1.2　Analysis of the import milk powder price in 2011
6.1.3　Market price of milk powder in home and abroad in 2011
6.1.4　Conditions of milk powder market price in China in 2012
6.1.5　In 2012, the price of imported milk powder rose again
6.1.6　Analysis of the import milk powder price between Jan. and Mar. 2013
6.2　Milk powder market in East China
6.2.1　The high-end milk powder rushed into the market of Jinan
6.2.2　The price of foreign milk powder in Jinan raised
6.2.3　Werfang milk powder market mixed
6.2.4　Milk powder market price in Nanjing
6.2.5　Designer milk powder price raised in Hangzhou
6.3　Milk powder market in North China
6.3.1　The prices of foreign milk powder silently raised in Beijing
6.3.2　Price trend of milk powder in Taiyuan in 2012
6.3.3　Tianjin purchasing milk powder price raised in the first quarter of 2013
6.4　Milk powder market in the middle and south part of China
6.4.1　Brief analysis of the milk powder price in Zhengzhou in 2012
6.4.2　Analysis of milk powder price in Guangzhou in the first quarter of 2013
6.4.3　Price trend of milk powder in Shenzhen in the first quarter of 2013
6.5　Milk powder market in West China
6.5.1　Price status of milk powder market in Chongqing in 2012
6.5.2　Importing milk powder price sustained high in Kunming in 2013
6.5.3　Price trend of milk power in Lanzhou in the first quarter of 2013
6.6　Milk powder market in Northeast China
6.6.1　Price adjustment of domestic milk powder in Changchun
6.6.2　The price of milk powder in Daqing rose by around 10%
6.6.3　Price rise in the milk powder market in Shenyang in 2012
CHAPTER 7 ANALYSIS OF COMPETITION OF MILK POWDER INSUSTRY BETWEEN 2011 AND 2012
7.1　Summary of competition in the milk powder industry in China
7.1.1　Competition intensity inside the industry
7.1.2　Influence of the new comers
7.1.3　Competition from substitute products
7.1.4　Bargaining capacity of the supplier
7.1.5　Bargaining capacity of the purchasers
7.2　Competition pattern of the milk powder market in China
7.2.1　In 2010, the managemetn of milk source became the focus of competition
7.2.2　Competing for market share of medium range milk powder among local and foreign milk powder producers
7.2.3　Super-high-end milk powder market became the focus for competition in 2011
7.2.4　Intensified competition in the milk powder market in China in 2012
7.3　Analysis of the competition in the infant milk powder market
7.3.1　International brands entered Chinese infant milk powder market
7.3.2　Competition factors affecting the infant milk powder market
7.3.3　Analysis of the competition scenario in the infant milk powder market in China
7.4　Competition strategy of the milk powder industry in China
7.4.1　Disscussion on the way out under the current competition pattern
7.4.2　Competition strategy for “supply chain” of milk powder
7.4.3　Key factors to improve the competitiveness of the milk powder market
7.4.4　Selection of competition strategy of newly coming milk powder brands
CHAPTER 8 ANALYSIS OF MARKETING OF MILK POWDER
8.1　Elements and modes of milk powder marketing
8.1.1　Elements in the marketing for milk powder
8.1.2　Brief introduction of the marketing for high-end milk powder
8.1.3　Marketing mode for infant milk powder
8.1.4　Analysis of the network marketing of milk powder in China
8.2　Brief introduction of the comparison of urban marketing for milk powder in China and foreign countries
8.2.1　Dilemma facing the domestic infant milk powder brands
8.2.2　Concept change is required for making breakthrough in central cities
8.2.3　Consumer’s education and reputation transmission strategy
8.3　4P marketing analysis of infant milk powder
8.3.1　Product development is the first element
8.3.2　Scan of price and value
8.3.3　Sales channel is the primary key
8.3.4　Promotion expand the fame
8.3.5　“Deman”is the center of marketing
8.3.6　Emerging and development of combined factors of new marketing approach
8.4　Problems in and strategies for milk powder marketing
8.4.1　Problems existing in the sales of milk powder
8.4.2　Marketing approach of milk powder brands in rural area
8.4.3　Discussion of the crisis marketing approach from Sanlu incident
8.5　Case study of brand milk powder marketing
8.5.1　Video sales of Nestle milk powder
8.5.2　Network based sales of Bailile milk powder
8.5.3　Expo sales of Yili milk powder
8.5.4　Foreign style sales of Ausnutria milk powder
CHAPTER 9 ANALYSIS ON IMPORT AND EXPORT OF MILK POWER BETWEEN 2011 AND 2012
9.1　Analysis on China’s import and export of dairy products between 2010 and 2012
9.1.1　Analysis on import and export of dairy products of China in 2010
9.1.2　China’s import status of dairy products in 2011
9.1.3　Import and export status of dairy products in China in 2012
9.2　Analysis on import and export of milk powder of China between 2011 and 2012
9.2.1　China’s importing milk powder account for a major share of market
9.2.2　Review of import and export of large packaging milk powder
9.2.3　Import and export of milk powder of China in 2011
9.2.4　Import and export of milk powder of China in 2012
9.2.5　Measures to stantard Chinese importing milk powder market
9.3　Analysis on import and export of infant milk powder of China between 2006 and 2012
9.3.1　Analysis on import of infant milk powder of China between 2006 and 2011
9.3.2　Analysis on export of infant milk powder of China between 2006 and 2011
9.3.3　Analysis on import and export of infant milk powder of China in 2012
CHAPTER 10 DEVELOPMENT ANALYSIS OF FOREIGN MILK POWDER ENTERPRISES BETWEEN 2011 AND 2012
10.1　Mead Johnson
10.1.1　Profile
10.1.2　Mead Johnson implements overall safety management
10.1.3　Mead Johnson actively extents infant milk powder market
10.1.4　Mead Johnson sets up its R& D center for global research
10.1.5　Operatiing condition of Mead Johnson in 2012
10.2　Dumex
10.2.1　Profile
10.2.2　The development strategy of Dumex milk powder in China market
10.2.3　The reputation of Dumex milk powder brand continually goes ahead
10.2.4　Dumex launched infant liguid formula milk in China first
10.2.5　Dumex launched new products of infant milk powder in China in 2012
10.3　Nestle
10.3.1　Profile
10.3.2　Modular combination marketing advantage of Nestle
10.3.3　Analysis on the event that Nestle acquired Wyeth
10.4　Abbott
10.4.1　Profile
10.4.2　Strictly production of Abbott
10.4.3　Leyou and Abbott cooperated to create new sales mode of milk powder
CHAPTER 11 DEVELOPMENT OF DOMESTIC MILK POWDER ENTERPRISES OF CHINA BETWEEN 2010 AND 2013
11.1　Inner Mongolia Yili Industrial Group Co., Ltd.
11.1.1　Profile
11.1.2　Analysis of operation of NMYILI in 2011
11.1.3　Analysis of operation of NMYILI in 2012
11.1.4　Analysis of operation of NMYILI from Jan. to Mar. 2013
11.1.5　Yili infant milk powder forms good development mode
11.1.6　Business of Yili milk powder developed well
11.1.7　Yili expanded production capacity of infant milk powder
11.2　Zhejiang Beingmate Scientific-Industrial-Trade Share Co., Ltd.
11.2.1　Profile
11.2.2　Analysis of operation of Beingmate in 2011
11.2.3　Analysis of operation of Beingmate in 2012
11.2.4　Analysis of operation of Beingmate from Jan. to Mar. 2013
11.2.5　Marketing strategy of Beingmate
11.2.6　Beingmate added investment to the formula milk powder project of its subsidiary
11.3　Yashili International Holding Ltd.
11.3.1　Profile
11.3.2　Analysis of operation of Yashili in 2010
11.3.3　Analysis of operation of Yashili in 2011
11.3.4　Analysis of operation of Yashili in 2012
11.3.5　Yashili infant formula milk powder achieved outstanding performance
11.4　Synutra International Inc.
11.4.1　Profile
11.4.2　Analysis of operation of Synutra in fiscal year of 2010
11.4.3　Analysis of operation of Synutra in fiscal year of 2011
11.4.4　Analysis of operation of Synutra in the first three quarters of fiscal year of 2012
11.4.5　Synutra used strict quality management to cope with “precocious puberty” crisis
11.5　Ausnutria Dairy Corporation Ltd.
11.5.1　Profile
11.5.2　Analysis of operation of Ausnutria
11.5.3　Auanutria entered pregnant and lying in women’s milk powder market
11.5.4　Auanutria lauched products in global milk powder market
11.5.5　Current development of Auanutria milk powder
11.6　Feihe International Inc.
11.6.1　Profile
11.6.2　Analysis of operation of Feihe in 2010
11.6.3　Analysis of operation of Feihe in 2011
11.6.4　Analysis of operation of Feihe in 2012
11.6.5　Feihe completed repurchase of Sequoia Capital in 2012
11.6.6　Current situation of Feihe developing high-end milk powder market
11.7　Wandersun Dairy Co., Ltd.
11.7.1　Profile
11.7.2　Wondersun completed functional subdivision
11.7.3　Wondersun adjusted price of milk powder in 2012
11.7.4　Wondersun under inventory pressure
APPENDIXES
Appendix 1: Industrial Policy for Dairy Products (Revised in 2009)
Appendix 2: Dairy Product Processing Industry Access Conditions
Appendix 3: Regulation on the Supervision and Administration of the Quality and Safety of Dairy Products
Appendix 4: Detailed Rules for the Examination of Licensing Conditions for Enterprises Producing Infant Formula Milk Powder (2010 Version)
Appendix 5: Good Manufacturing Practice for Powdered Formula for Infants and Young Chirldren
Appendix 6: National Standard for Milk Powder