Abstract: In the post-epidemic era and the development background of new consumption upgrading,people pay more and more attention to consumption quality and consumption feeling,so the consumption of dairy products is gradually becoming fresh and leisure. Therefore,pasteurized milk with fresh nutrition and soft taste has become a new consumption trend in the liquid milk category of Chinese dairy products,and has attracted the major dairy enterprises to increase their low temperature track.Based on a large number of previous literature studies and combined with consumer market trends,this paper determined and explored the problems of pasteurized milk industry under new consumption. Starting from the development status of the pasteurized milk market, the combination of pasteurized milk in the national government issued various favorable policies for the development of background advantages. Based on the analysis of the scale of pasteurized milk in the dairy market,it is found that its growth rate is increasing and its proportion is increasing. The strong growth attracts the major dairy enterprises to take the lead in the layout of the low temperature market. In order to avoid entering into the game blindly,this paper analyzed the problems existing in the development of pasteurized milk at present,and put forward specific suggestions for the development of pasteurized milk. Finally,based on the characteristics of new consumption,the paper reconstructed the three elements of man,goods and yard in order to activate the purchasing power of consumers.

Key words: pasteurized milk, cold-chain logistics, fresh