-- 2017 Anginute National Infant and Child Distributor Annual Conference and the second China Pregnancy, Infant and Child Nutrition Development Forum
By Zhang Jia, reporter of China Children's Observation
Since last year, nutrition products for pregnant children have entered a small upsurge of development.
Data showed that the average proportion of nutrition products in baby stores increased from less than 2-3% to 6%; In the whole category system of importance, also from the former sixth to fourth place.
Among them, the pregnancy and children's leading brand Anginute contribution. Anginut's whole line of products has maintained a rapid growth, the average increase of up to 50%, the launch of DHA, probiotics especially vigorous.
These are the two sets of data from the 2017 Angie Nuit National Annual Meeting of Infant and Child Distributors and the Second China Maternal, Infant and Child Nutrition Development Forum. This forum is jointly held by Angie Yeast Co., Ltd. and China Child Media. Representatives of outstanding channels from all over the country are invited to gather together to discuss the real growth genes of maternal, infant and child nutrition products.
Yu Xuefeng, chairman of Angel Yeast Co. LTD
Angel Yeast Co., LTD., Angie's parent company, is the number one yeast manufacturer in Asia and the number three in the world, selling its products in more than 150 countries and regions. "Human nutrition and health is one of the important strategies of Angel. Angel is optimistic about nutrition products for pregnant, infant and children, and is willing to work with the majority of dealers and friends to develop into the first brand of nutrition products for pregnant, infant and children in the period of great development of health industry." Angel yeast Co., LTD. Chairman Yu Xuefeng said.
From the original "chicken ribs" to today's "have to do", the position of pregnant children nutrition products is really different.
Good first: market regulation, good money to drive out bad money
This boom is qualitatively different.
Back in 1991, the health care market saw its first big explosion, but because of the lack of laws and regulations, the industry chaos triggered a strong state crackdown, a wave of unrest that still scares many channels.
Since 2003, the state has promulgated the Measures for the Management of Health Food and the New Food Safety Law to strictly control health care products. In response to market norms, established companies like Anginute began to exert their power.
Good second: the health industry ushered in the national momentum
The report to the 19th National Congress clearly points out that we will implement the Healthy China strategy and vigorously develop the health industry. This includes medical products, health care products, nutrition products, as well as health nutrition advisory services.
In fact, the health industry is the next wave of global wealth after the IT industry.
In July 2017, The State Council issued the National Nutrition Plan (2017-2030), calling for the development of food nutrition and health industry, focusing on the development of health food and nutrition-fortified food, and especially putting forward the nutrition and health action in the early 1000 days of life.
For China, where penetration of nutritional products is less than 20%, there is nothing better than national policy to educate the market. Remember folic acid? The state issued a document telling obstetricians and gynecologists across the country to supplement pregnant women with folic acid. Overnight, no one knew about it.
Today, the establishment of "Nutrition and Health in the first 1000 Days of Life" at the government level has opened the door to the market of infant nutrition products.
Zhu Yinhong, general manager of Nutrition and Health Division of Angel Yeast
Third, consumption upgrading provides internal driving force
Even in Xinjiang Karamay such as the western border, open a monthly club, the monthly charge of 50,000-60,000 yuan, are too full to book a place. Maternal and infant consumption is leading the consumption upgrade in China.
Anginute is upgrading products from packaging, subdivided groups, categories and other aspects in order to upgrade this round of consumption.
For example, probiotics is a big single product with great growth potential except yeast protein powder in recent two years. In addition to its own yeast probiotics patent, Anginut has also obtained the cooperation of several probiotics strains from the world's leading biotechnology company Kehansen and DuPont, among which Kehansen's LGG strain is the exclusive authorization in mainland China, which can be said to integrate the advantages of the core strains of three first-class enterprises, improving the quality to the international level.
Good fourth: the two-child policy has brought quality consumer groups
The real dividend of the two-child policy lies not only in the annual increase in the number of newborns, but also in the fact that this group of "educated" second-child mothers have a deeper understanding of nutrition consumption and have a good consumption foundation.
In fact, pregnant mothers themselves have strong nutritional needs. It is reported that Anginute will also launch new products for pregnant mothers.
Good five: milk powder New Deal "God assists"
After the new policy of milk powder, the milk powder market will accelerate the brand, resulting in a sharp decline in the gross profit of milk powder channel business.
As a higher margin product, nutrition will plump the profit structure of the store. More and more mother and baby stores began to understand this point, and began to increase the size of nutrition products. This is also why the formula registration system, pregnant children nutrition products will appear explosive growth of an important reason.
Good 6: Yeast giant to protect the store
The favorable environment also makes many enterprises focus on pregnancy, infant and child nutrition products, but it is inevitable to rush. Anginute is the first enterprise to enter, more than ten years of hibernation and accumulation, laid a solid foundation for its growth.
In this forum, Zhu Yinhong, general manager of Nutrition and Health Division of Angel Yeast, proposed three development plans to help stores harvest nutrition dividends:
1. Brand focus, continue to build China's leading brand of pregnancy, infant and child nutrition products;
2. Category innovation, continue to expand the yeast technology as the core, covering the whole population of differentiated products, and continue to promote the yeast protein and probiotics as the core of the large single product strategy;
3. Deepen service, continue professional training, and provide moving-pin solutions.
Good environment, yeast giant escort, pregnant children nutrition, you follow?
