Domestic Soymilk Market Analysis in April

In April 2013, China's soybean milk machine market, the number of statistically sold products was 344, belonging to 17 different brands, this month still maintains a unique "oligopoly" market attention pattern. In terms of product features, the soybean milk machine with a capacity of 1.0-1.3L this month continues to be the focus of attention of consumers, and in the price segment, the market focus is still concentrated in the price segment of 301-500 yuan.

Report Highlights • Brand focus: Nine Yang, Midea, and Supor share a market share of 96.0%.

• Product model structure: The product watch list is dominated by Nine Yang, and the nine-yang DJ11B-D30D is most concerned.

• Product capacity structure: 1.0-1.3L is the mainstream product capacity of the soybean milk machine market.

• Structure of price segment: The distribution of attention ratios in each price segment is “inverted V”.

First, the brand attention pattern

• This month, the United States ranked among the top runners in the brand list. In April 2013, in the Chinese soymilk market, Nine Yang, Midea and Supor each had a market share of 96.0%, and the brand’s attention was very concentrated. Among them, this month's Jiuyang reelection brand is concerned about the championship, concerned about the ratio of 78.1%. At the same time, this month, the United States ranked among the runners-up in the brand watch list with a focus of 12.2%. Supor ranked third, paying attention to 5.7%, which was basically the same as last month.

Second, product attention to the pattern

(I) Product Focused Models • Nine Yang DJ11B-D30D Most Concerned by Consumers In April 2013, on the Chinese Soymilk market, Nine Yang DJ11B-D30D continued to be the most consumer-focused product this month with a ratio of 14.2%. , This 1.0L capacity, 180W motor power, the number of applicable 2-4 people soybean milk machine price of 499 yuan this month, unchanged from the previous month.

It is worth noting that this month, the top ten products in the list of products concerned are being monopolized by Jiuyang. The 9 Yang Soymilk products are generally high in cost-effectiveness, large in capacity and fast in grinding, and the consumers are highly concerned.

(II) Product Capacity Structure • 1.0-1.3L is the mainstream product capacity of the soybean milk machine market In April 2013, with the Chinese soybean milk machine market, 1.0-1.3L capacity has a cumulative share of 79.6%, which is the mainstream product capacity of the market. Among them, 1.3L continues to be the most popular consumer-focused capacity with a 35.5% interest rate, which is slightly higher than the previous month. The 1.2L soybean milk machine ranked second, with a ratio of 20.5%. The third largest category is 1.0L, with a focus on 17.8%.

(III) Structure of price segment • The distribution of attention ratios in each price segment is “inverted V type”

In April 2013, China's soybean milk machine market, the proportion of attention of the various price segments was "inverted V-type", of which 301-500 yuan continue to be the most concerned about the consumer price segment, this month focused on the proportion of 53.5%, The 59.7% in March fell by 6.2%.

At the same time, the proportion of attention in the price segment of 201-300 yuan has risen somewhat, reaching 22.9% this month, up 7.7% from the previous month. The price segment of 501-1000 yuan came in third place, with a ratio of 19.8%. The proportion of products under 200 yuan and 1,000 yuan or more in the price segment is relatively small, only 3.0% and 0.8%.