纽曼思欲进军羊奶粉市场,能否通过奶粉配方注册存疑

新京报讯(记者 郭铁)近期,纽曼思健康食品控股有限公司(简称“纽曼思”)更新招股说明书,拟向港股发起冲击。为提高盈利水平,纽曼思计划通过收购澳大利亚或新西兰工厂的方式进军羊奶粉市场,但在业内看来,目前中国羊奶粉市场竞争激烈,龙头企业都在加强布局,海外工厂在华进行婴幼儿奶粉配方注册难度增加,纽曼思要在羊奶粉市场分一杯羹“有点难”。

招股书显示,纽曼思此次募集将用于增加品牌及产品种类、拓展销售及分销网络等。在收入严重依赖进口DHA产品的情况下,纽曼思决意进军羊奶市场。

目前,纽曼思已花费60万港元委聘弗若斯特沙利文深圳团队对公司引进羊奶产品进行可行性研究。研究显示,2014年-2018年,由新西兰及澳大利亚出口至中国的羊奶粉占比已从8.6%增至15.7%,中国已成当地最大的羊奶产品买家。

就2019年中国市场规模而言,从新西兰、澳大利亚进口的羊奶产品分别占12.5%、2.5%的市场份额,品牌不超过50个;而荷兰进口羊奶粉市场份额为23.9%,且由澳优旗下佳贝艾特占据主导地位,因此纽曼思认为从澳新进口羊奶粉新品至中国有先发优势。

截至招股书发布日,业务顾问已为纽曼思筛选出5家潜在目标公司,预计用6-9个月的时间来磋商收购事宜。如果海外收购不能实现,纽曼思将考虑收购一家使用新西兰或澳大利亚原材料的中国羊奶产品公司。

纽曼思董事称,“我们有能力取得中国羊奶产品的市场份额及增长中的需求”,因为羊奶产品的主要目标客户和与其现有客户相似。此外,公司已在中国24个省份的49个城市或地区建立有效的分销网络,未来将进一步扩展至另外95个城市及社交平台。

不过在陕西羊奶粉企业一位销售负责人看来,“羊奶粉市场前半段的跑马圈地已经结束,从发展趋势和总量上来看,新品牌还有机会,但到一定规模后会不会遇到瓶颈还要观察。”目前伊利、蒙牛、飞鹤、君乐宝、合生元几大巨头均已入局羊奶粉市场,其目标都是奔着改写行业格局而来,纽曼思此时还没正式进入赛道,其羊奶业务发展将是一个比较长的过程。

一位进口羊奶粉企业负责人告诉新京报记者,单就经济行为而言,中资收购澳洲、新西兰羊奶粉企业难度并不大,但由于国际环境和疫情影响等因素,中国监管部门到海外工厂现场审核存在一定困难,进而增加了海外工厂申请中国婴幼儿奶粉配方注册的难度。

据新京报记者了解,健合集团2018年收购的澳大利亚Farmland Dairy工厂,至今只申请到一个系列的婴幼儿奶粉配方注册。而纽曼思招股书中所列的5家潜在收购标的中,有3家在2018年的中国市场占有率为0,业内判断其尚未通过中国的配方注册。

乳业专家宋亮认为,目前中国羊奶粉市场竞争激烈、同质化严重,同时龙头企业都在加强布局,市场集中度进一步提高,拥有资金和销售实力,“很多小品牌都承受不住”。相比之下,专业营养品有很好的发展空间,如果纽曼思盲目进入羊奶粉领域“很危险”。

对于潜在收购标的是否取得在华注册资质、如何在巨头竞争压力下实现羊奶粉市场的突围等问题,截至发稿时,纽曼思方面尚未回应。

新京报记者 郭铁

编辑 李严 校对 陈荻雁

(责任编辑:董云龙 )
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