-- 2017 China Baby Industry Retail Development Forum (featured by Angel Newt)
Now the milk powder brand on the market who go who stay, or unknown. Baby distributors and stores can't just sit back and look for the next top category.
Article "Observation of Middle Children" by Li Yujing
Meeting site
Recently, the 2017 China Infant and Child Industry Retail Development Forum was successfully held in Jinan, Shandong Province, which was jointly held by China's infant and child nutrition products leader -- Angel Newt and China Children Media. The present situation and future development trend of nutrition products were deeply discussed in the meeting.
Why nutrition?
As we all know, the deadline for the registration of formula under the "New Policy on milk powder", which has been called the most stringent in history, is only six months away, and a large number of milk powder brands that were active in the maternal and infant market will disappear gradually.
Milk powder as the profit of the store, once the accident, is bound to bring a serious blow to the store. But now the milk powder brand on the market who go who stay, or unknown. Baby distributors and stores can't just sit back and look for the next top category.
The number of babies born this year has reached a 10-year high since the country introduced a two-child policy last year. According to the conservative budget, there will be 20.23 million births in 2017. The emergence of the baby boom will directly increase the demand in the mother and child market.
However, physical stores are no longer the channel of maternal and child in the past golden decade. E-commerce, overseas shopping and wechat business, which is now flourishing, are all taking part in the dividend market of maternal and child. However, the maternal and child market is a warm industry. Cold online communication cannot replace face-to-face communication between people, which is also the last resort of maternal and child stores.
Milk powder can communicate on limited topics, nothing more than whether the baby is suitable for drinking, what kind of reactions, formula of milk powder, etc. As another product with a high volume, diapers can communicate less. Therefore, the next product that can attract consumers and bring high gross profit is what stores are looking for.
"What is the key to maintaining and deepening the connection between consumers and stores? I think it's nutrition." Zhongtong media chief planner Mr. Luo Wengao said in the forum's keynote speech. "Nutrition can tell a lot of things, the range is very wide, no mother can fully grasp the knowledge, so she has to continue to understand, continue to learn, we have a grasp and consumers continue to communicate."
At this time, nutrition should be the best magnet products in the store.
The ups and downs of infant nutrition
China's baby industry has been one trillion, but this industry development time is not long, can be described as barbaric growth.
More than ten years ago, the embryonic form of baby shop was to sell clothes, then milk powder, diapers, and now it is a one-stop shop for mother and child. From cities to towns, baby and child nutrition products are also booming.
Nutrition products for babies and children sold very well in the channel from 2007 to 2012, and there were many varieties, such as bovine colostrum and so on.
Unfortunately, it didn't last long. In 2012, the government issued a policy stipulating that colostrum powder could not be added to baby food. Then in 2013, some illegal soft capsule products were exposed by CCTV on March 15. Nutrition products for babies and children fell into a trough.
In 2012, there was also a shocking event in the field of infant nutrition products -- "some major selling products of Anginute voluntarily withdrew from the market". Ms. Liu Youjiao from Angel Yeast Nutrition Business School recalled, "In 2012, Angel had a DHA that sold very well, with annual sales of tens of millions of yuan, but we voluntarily withdrew it because it was a gel candy. In fact, at that time, the country did not say that gel candy could not be sold, and now it is on the edge of regulations, which is a gray area. But Angel, as a state-controlled listed company, was keenly aware of this problem in 2012 and took the initiative to pull the product off the shelves."
After three years of research and development, Anginut applied for health approval, and now sells DHA as a modified version of the blue Cap product approved by the State Food and Drug Administration to help improve memory.
Mr. Zhu Yinhong, General Manager of Nutrition and Health Division of Angel Yeast
"Years of practice tells us that nutrition products for infants and children are different from ordinary food, ordinary health products or even medicines. They must be conscience, love and wisdom." Zhu Yinhong, General Manager of Nutrition and Health Division of Angel Yeast, said, "At this point, Angel has always adhered to the principle of product development: 1. It must be a product of genuine benefit to human health; 2. The product must be in line with international development trends and requirements; 3. Must create real value for customers, so that customers have value to enjoy; 4. The laws and regulations of the country must be observed."
Zhu Yinhong's emphasis on "laws and regulations" is because nutrition products are now at the cusp of policy and regulation transition. The New Food Safety Law introduced this year stipulates not only the registration system of milk powder but also the filing system of health food.
What impact will the new health food documentation system bring to the nutrition manufacturers?
A kind of enterprise, production, research and development and sales in one package, then its new products on the market soon, three months can be approved down; The second class of enterprises are some large OEM manufacturers, if the future is not allowed to OEM, will face no order can be connected to the state; Three types of enterprises have no research and development, there is no production capacity, all rely on OEM, then it is not no single to pick up, but no goods to sell, can only wait for the closing.
In a survey of China's maternity, infant and child products in 2016, nutrition products accounted for a relatively low proportion of sales, and the store display area of infant and child nutrition products only ranked seventh. Why? Because there aren't that many credible brands and products to sell. But it also means there's a lot of room.
Thematic dialogue session
What are the right brands and products?
For example, Anginuit has its own research and development strength, one-stop production and marketing, has mastered the core technology, complete research and development and production platform, has won the National Science and Technology Progress Award twice, twice provincial science and Technology Progress Award, presided over the formulation of more than 20 national standards and industry standards of yeast products, yeast zinc, yeast selenium, yeast chromium, yeast The standard is actually based on Angie's practice to set, some small factories do not have these levels of production, they are eliminated.
Angel has been in the industry for 26 years since 1992, when the first yeast source nutrition and health products came on the market. Over the years, Anginute has never had any product quality exposure, relying on good quality to win the trust of consumers. Anginute's first product was Compair Zinc Yeast Zinc, with the slogan "Zinc Supplement, Healthy and Smart Generation". Many of those consumers are now parents, and their babies are still using Anginute products. For example, Ms. Liu Youjiao from Angie Nutrition Business School grew up on Angie yeast zinc, and now her child is also taking Angie nutrients.
Embrace the golden Age of nutrition!
Now China has entered the era of great health industry. Health is the theme of China's business society in the future, and the industries related to health will have a vigorous development. Now some enterprises outside the industry are also entering the maternal and child industry, focusing on maternal and child nutrition products, and seizing the magnet dividend of nutrition products with the help of China Dream and health Dream.
Nutrition is finally back in the day.
"From January to May of 2017, our sales increased significantly, the reason is that our products have withstood the test of the market, in 26 years of cultivation, the formation of our unique product line, our yeast zinc, yeast protein powder, hawthorn yeast, yeast probiotics and so on are our core patented technology products, others can not walk away. Yeast nutrition is easy to digest and absorb, and the product is natural, safe and effective, so it can withstand the test of the market for 26 years." Angel yeast nutrition and health division assistant general manager Jiang Bo said.
At the same time, he also pointed out that Anginute sales growth is inseparable from the support of the marketing system.
Anginute's operating system is characterized by products + professional training + very down-to-earth moving pin solutions.
In the moving-pin solution, Angel focuses on the operation mode of shop assistant training, gold items, sales PK competition program, road show activities and elite training camp.
In terms of professional training, Angie Nuit provides customers with nutrition, management, development, operation and other training through Angie Nutrition Business School. It also provides professional qualification certification for baby teachers and health managers, and assists customers in carrying out popular science education such as mother class, pregnant woman class and community health lecture hall, so as to help customers improve their professional service ability and enhance membership loyalty.
In June, Anginute held a bargain-bargaining event at a mother-and-baby chain in Yulin, Guangxi Province, which attracted more than 50,000 customers over three days. Just imagine, a chain in 3 days, can attract more than 50,000 consumers to participate in the activity, that is how much publicity and traffic!
Product sales are good, but also inseparable from brand promotion.
Anginute has invested heavily in the publicity and promotion of yeast nutrition for many years, so that more consumers realize the benefits of yeast nutrition. Angel Company and CCTV years of cooperation, occupy the media to the highest point, the promotion of yeast nutrition. In June, a popular science documentary called "Yeast Hunter", co-produced by Angel Company and CCTV's "Approaching Science" program, showed the origin of yeast and its wide range of applications. In the second half of the year, we will continue to shoot the second episode "The Mystery of yeast nutrition", to reveal the full range of yeast, the magical partner of human health.
Anginute also maintains long-term cooperation with magazines such as "Children's Observation", "Mother and Child Business", "Fashion Parenting" and "Mom and Baby" to promote yeast nutrition.
We have reason to believe that under the guidance of national policies, coupled with the increase of the second-child birth rate, infant and child nutrition channel will usher in a golden period.
Now is the golden age of infant nutrition, such a huge profit margin industry, are you ready?
