"22 years old ascend Forbes the Indian elite of a list of names posted up " . Similar description lets a person very easily associate to Silicon Valley the author of company of software of a certain new fighting spirit, but this calls Abbe · Lan Gen (Abhay Rangan) youth, because produce a sale,be however " the plant is suckled " and reputation big a confusion of voices.

His success, be attributed to in recent years foreign plant erupts suddenly of grandma market.

All the time since, abroad has pair of animals to suckle security (antibiotic) , nutritional (cholesterol and adipose) with humane sex (mistreat an animal) the discussion of the respect, as in recent years the innovation of food science and technology, religious crowd, move the person that defend principle, vegan, and lacteal milk is not able to bear or endure the demand that accepts a crowd is magnified ceaselessly, euramerican dairy produce market begins to cater to afore-mentioned crowds actively, the plant that makes origin safety, nutrition gentle is suckled more and more get the favour of the market.

Data shows AC Nielsen, the plant was suckled 2018 already United States of race to control the milk products of 15% is retail the market, system capacity reachs 1.6 billion dollar, and still be in with annual the speed increase sharply of 50% . Be in England, plant grandma also carries the market increase rate of 30% because of in successive years, the statistical range of CPI was included by the government 2017.

According to Innova Market Insights of firm of survey of professional food drink forecast, global plant suckles the dimensions of the market to will break through 16 billion dollar very quickly, and in farther future, people consumes the idea of the level and habit to also will be affected by profundity in beverage.

35 bottles comb global plant to suckle discovery of market current situation: This domain already had what 11 bigger innovation companies obtained the famous capital such as Gao Cheng, Li Jiacheng and tycoon to approbate, total financing reachs 1.4 billion dollar. And home market is good in the double great profit of policy and market below, industry tycoon also is in fast follow-up. Future, the trend with plant grandma and milk collateral double track will grow in intensity.

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At present foreign plant suckles a proprietor of an enterprise to want to be centered in the United States, besides be amounted to the WhiteWave that can buy and Blue Diamond, other basically was 2010 later birth Xin Rui a dark horse. Meanwhile, originally manufacturing business also is in milk to turn to a plant actively to make grandma field, 2017, Elmhurst Dairy of dairy produce tycoon was shut old have a plant, incognito for Elmhurst Nutmilk, produce nut milk products from milk instead (You Xingren, filbert, walnut and cashew are made) .

American plant suckles circumstance of vicissitude of the market

Quicken changed more than enterprise, product itself also the change of the dietary structure as consumer, idea, present diversity trend.

In 20~30 of all previous classics year after development, originally the market advocate hit star beans to make milkings, already by present almond tree, oaten, almond, coco, and even the race to control of promising young person such as unripe bacterium of banana, beneficial most portion. It is with the United States exemple, almond grandma suckled the portion in the market in the plant 2018 for 64% , rank the first. Fabaceous grandma platoon is in the 2nd, portion is 13% . Coconut grandma platoon is in the 3rd, portion is 12% .

The revulsion of the market, rangxingbake also begins to follow tide. 2016, it presses the rank that takes care of guest opinion, rolled out almond grandma to pour the coffee drink that make. Besides astral Buck, 7-Eleven and chain supermarket Trader Joes are in 24 hours of Pret of brand of British chain snack, convenience inn to was mixed 2017 added maigre grandma product 2018.

Be based on good market to develop prospect, capital also quickened entered pace. 2016, tycoon of the food that cross a state is amounted to can the group costs 12.5 billion dollar, wholy-owned bought American the biggest plant to suckle enterprise Whitewave, this is to amount to can come nearly 10 years the biggest buy case; On the other hand, it is new power of the representing with Ripple Foods and Califia Farms, also attracted the investment tycoon such as Gao Cheng, Li Jiacheng to count ten million at every turn, it is the investment to on 100 million dollars.

Behave among them most the company of innovation of American plant grandma that robs an eye, they innovate by right of product innovation and sale mode, attracted investment of great majority trade. Relevant enterprise characteristic and investment detail ginseng see figure below:

Global plant suckles relevant company general view

Integrated in light of each respect data, most Euramerican plant suckles innovation group, can attract at least the investment of B annulus above, this also shows capital is right health of this industry future, lasting development foreground holds hope.

In addition, the trend with faddish grandma of this kind of plant still is spreading to the whole world. The Abbe · Lan Gen of article begin, got 250 million rupee of Indian place not only (add up to 36 million dollar about) investment, still suck even drew the Stephen Sturdivant of investor of American maigre angel on ocean, the other side cast the seminal capital of 400 thousand dollar for his product.

Regard a kind of new student as drink, plant grandma also is having a few challenges that settle urgently. It is nutrient problem above all. For example the grandma of flat peach kernel of Califia Farms is in so-called " more than milk the calcium of 50 ％ " , but it lacks a lot of nutriment such as vitamin D, B12, riboflavin again at the same time.

It is the price problem that cost causes next. One quart of Ripplefoods (about 0.946 litres) the plant suckles high price to amount to 5.99 dollars, than tower above of organic milk price 30% . And in Yamaxun on the website, the price conversion that almond of one canister Silk suckles comes down, have a brand oneself compared with Yamaxun complete fat milk is one times more expensive much.

Be in at present so Euramerican, the consumptive crowd that plant grandma basically is aimed at or with in high end is given priority to, want benefit to reach general collect public, still need in industrial catenary each link undertake cost is controlled.

2 Home: Traditional beverage industry crosses a bound to enter bureau

Basis wisdom grinds advisory statistic shows, plant grandma domain is our country add since 2007 fast the sharpest fractionize market. The plant suckled industry income to be one hundred and twenty-one billion seven hundred and twenty million yuan 2016, 2007 ~2016 year compound add fast amount to 24.5% , in whole beverage industry occupy than rising 8.79 percent come 18.69% . Predict the market of this fractionize industry was met 2020 farther promotion achieves 258.3 billion yuan, 24.2% what take total scope of market of beverage manufacturing industry, still be the main fractionize category of beverage manufacturing industry.

Market share respect, plant grandma market remains the same at present by dominant of traditional old brand, "Na Yeshu, north shows dew " pattern had be notted change. Portion is the at present largest is to raise yuan of drink, for 8.34% , group of Sichuan blue sword, silver-colored aigret, coconut tree group, Cheng Delou shows minute of kind 2 reach 5, but these business markets are had rate all be not worth 3.5% . CR10 is spent centrally for the industry of 24.43% , in beverage industry lowermost level is in almost in each fine element industry, this also gave a successor vast space.

2017, kill suddenly with attitude of a dark horse those who go out " beans this beans " , in the time that does not arrive one year, contribute the sale of about 1 billion RMB for Dali, visible originally market of stable Chinese plant grandma is not a monolithic bloc.

Experience the industry tycoons of the crisis apparently, also begin from 2014, in succession aggrandizement or market of grandma of plant of the layout that cross a boundary. Next graphs are the layout incident introduction with these detailed enterprises:

Plant of layout of bibcock of industry of domestic milk products suckles incident

Interest good news comes from the market not only, the country also is taking up a political career plan level encourages an enterprise actively to enter a plant to suckle an industry. In our country " catalog of guidance of industrial structural adjustment (2011 this) " (edited 2013) (national hair changes appoint make the 21st) in, rank of vegetable protein beverage " encourage the first kind kind " " 19, light industrial " " 30, the development that beverage of beverage of intertropical fruit juice, berry fruit juice, cereal, a book on Chinese medicine, tea condenses beverage of protein of pink of fluid, tea, vegetable to wait for drink of herb of high additional value; Fruit broken bits, tea-leaf the integrated development that wait and use " .

And plan about nutrition of countryman of print and distribute in general office of the State Council (2017, 2030) in the announcement, mention clearly also: "The major project such as project of aggrandizement nutrition staple food, double albumen carries out strength... give priority to with protein of high grade animal, vegetable want nutrient radical to expect, increase strength innovation basic research and processing technique craft, develop product of double albumen engineering stress change promotion. Develop product of double albumen engineering stress change promotion..

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The Ripple Foods of trade case, refuse cruel grow

Those who become Adam Lowry and him before the roommate founded 2000 when Method, their target is market of product of complete change environmental protection. They spent time of two years only, the Target company that lets be next to Woerma extends its product in complete United States. 2012, ecover buys Method, established the company of green cleanness things with the biggest whole world.

Subsequently Lowry begins to consider what he does poineering work to leave one station. After a few years, lowry and collaboration of chemical engineer Neil Renninger established Ripple Foods. This company 2016, the blame breast that rolled out the first to be raw material with yellow pea in American market makes a grandma.

Once this product appears on the market, won the double angle of the market and capital immediately. 2018, after Ripple Foods is finishing C annulus financing, already the fund that accumulative total obtains 120 million dollar.

When the successful line that speaks of oneself, lowry emphasized an enterprise wanting to know ego to control in strategic level above all: "One of poineering company's most important things, how to balance vigorous growth and careful growth namely. Know how efficient expand business with actively, still keep careful to client, market and capital at the same time, the company just won't is immersed in cruel growth lair. The company just won't is immersed in cruel growth lair..

This kind of careful strategy is the most apparent paradigmatic namely, after the company held water more than one year, lowry just decides to expand commercialize dimensions.

The channel of Ripple Foods builds one of window that are it, this originates the location with exact to oneself product essence Lowry, and be good at will old have resource him translate into the advantage of new career. The supply of the company chain president Brian Hudon is following namely Lowry, arrive from Method fight in some places one by one the old official of Ripple Foods. Former opened initial market for new company not only, the supply with still built one cycle efficient, mature catenary.

In upriver supplier link, brian Hudon convinced the whole world top class Luogaite is careful chemical industry, offer raw material and long-term cooperation plan for them. In the meantime, ripple Foods still passes Farmers Business Network (American agriculture Internet + the representative company of the domain) , with thousands of farmer communication and analytic data, for example quality of condition of health of weather variation, crop, soil and irrigate degree, the close cooperation that borrowed this and them to build deepness concerns.

In channel end, lowry does the Target that decided Method period to have good cooperation not only, still be based on the characteristic of on the high side of oneself product value, specific aim ground and complete beauty's biggest natural provision and Whole Foods Markets of organic food shopkeeper (advocate hit high end) , the Meijer supermarket with retail price higher than Woermalue fixed position, and the inn of healthy grocer affiliation of each district builds cooperation.

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Epilogue