The differentiation competition in the post-formula registration era is essentially the competition of marketing model. Since its birth in 2012, Manado has positioned itself as the most service-oriented milk powder brand in maternal and infant channels. In the new period, in order to better serve partners and consumers, Manado has put forward a "three-step" strategy, stepping forward from the most service-oriented brand to the most reliable ecological platform for maternal and infant. As the first landing project of the "three-step" strategy, "KIWI Business School" was jointly established with Zhongtong Media in 2018, which was officially launched at the beginning of the New Year!
Photo: Menado joins hands with China Children Media to build KIWI Business School
What is KIWI Business School?
KIWI Business School is a learning and communication platform built by Manado. Its name is of great significance: KIWI is the English word for KIWI bird, which is the unique and rare bird of New Zealand, the source of Manado milk. In Chinese, KIWI sounds the same as "Kiwi", implying the philosophy of open and win-win cooperation of Manado.
Qu Zhishao, vice president of Australasia Dairy and general manager of Manado Health Services (Changsha) Co., LTD., said at the press conference that Manado hopes to solve the real concerns of channel providers through the rich practical courses of KIWI Business School, and help channel providers improve their comprehensive strength.
Zhongtong media planning Luo Wengao said, Menado is an excellent brand, is also a partner for a long time, Zhongtong witnessed the growth of Menado all the way, the "three steps" of the new era of Menado, Zhongtong is willing to work with them, help its winning formula registration era.
In addition, according to Shaw, KIWI Business School will focus on four major corporate hands-on courses in 2018:
First, "Actual combat course: How to beat next door Lao Wang's shop";
Second, Community Maintenance: Developing Communities to Build Deeper Connections.
Third, The Power of Role Models: Mining the Power of Role Models to Form model Stores;
Fourth, Brand Shaping: Building Regional chain Brands and reaching National Consumers.
"The focus of KIWI Business School's 2018 programme is to enhance the brand image of the store and the product, to help them capture regional share, and to transform the store from a mere sales window to a service delivery platform." "Said Qu Zhi Shao.
Menador's Report Card (Level 1)
On January 9, 2016, along with the upgrading of Menador from a business division to a subsidiary, Ausnutria Group's large single product strategy was implemented. Subsequently, Menador was comprehensively upgraded from packaging to brand positioning. It not only changed the new packaging highlighting "Menador Puredo" trademark, but also proposed the brand positioning of "vitality". Various marketing activities centering on vitality were also implemented successively. A new, more mature Manado appeared to the public!
At the same time, Menador did not forget to practice internal skills and successfully harvested a wave of high-quality production capacity. In cooperation with Westland Dairy, the second largest dairy cooperative in New Zealand, Manado opened its exclusive New Zealand PNL plant in October 2017, with a designed annual production capacity of 30,000 tons. On January 4, 2018, PNL plant officially received the RMP certificate issued by MPI of New Zealand Ministry of Primary Industries. In the era of quality capacity scramble that has come, Menador stands firm.
Not only that, Menadol service force differentiation breakthrough road also revealed the advantages. Whether it is the creation of unique cultural scenes in previous CBME exhibitions, the establishment of online B-end Golden Wings store community and C-end Golden Butterfly mother and child community, or the joint promotion of online Golden Butterfly star class explosion, offline growth class and other activities, to achieve close interaction with more than 600,000 mothers. As well as the knowledge output of maternal and infant system through the training of "Mena · each" channel, all show the beauty of Menador service.
In 2017, Manado creatively created a "Revitalizing Season" themed marketing campaign, which attracted 130,000 participants. On this basis, Manado adhering to the concept of "channel enabling", jointly launched the activity of "Dynamic Baby Paradise" with Golden Eagle Cartoon TV, which is customized for partners, produces high-quality content, and builds the brand together with partners. In three months, more than 500 events were held nationwide, involving more than 30,000 families.
Because of its exploration in the field of marketing and superior service, in 2017, the fourth China Baby and Child Industry Leadership Summit (CBIS), Minador won the "China Baby and Child Industry Origin Award, the Annual Industry Excellence Award" in the bag, it can be said that it deserves the title!
Of course, the promotion of service also directly led to the sales of Manado. It is reported that Menado has maintained a high-speed growth of more than 60% for three consecutive years, and in 2017, Menado sales collection, transfer of goods are up sharply year-on-year, the development momentum is very good.
New Situation of maternal and infant Industry (Level 1)
Times make heroes. The past decade has been a golden decade for the rapid development of the maternal and infant industry. However, with the implementation of the formula registration system, the previous period of rapid growth of the maternal and infant industry seems to be coming to an end.
Recipe registration system requires enterprises not to exceed 3 series of nine formula products, due to the lack of factory qualification, a large number of players out, leading to the intensification of market concentration, but this must be conducive to the operation of large brands. Mr. Shaw says there were about 170 factories in China before that, and the Chinese have acquired a few more overseas, which adds up to a few hundred brands where the major players were.
Not only the formula registration system, but also the continuous flight inspection by the national regulatory department, which makes the industry access threshold constantly improved. The state to mobilize the forces of the provinces to spot check quality, at the drop of a few months to rectify, stop production, stay in the field of players to fight is high-tech content, as well as quality.
More importantly, the formula tightening, homogenization will be more serious, want to rely on product differentiation to achieve a breakthrough, has not been able to go through, and the new advertising law and formula registration system requirements to standardize product packaging, propaganda language also carried out strict restrictions, traditional marketing means have no place to use, enterprises have to open up a new marketing road.
So, in the new period, where will the maternal and child industry go? Where are the new opportunities?
According to Qu Zhishao, a new generation of consumers who have grown up with the mobile Internet have developed their own sense that their needs are personalized and diversified, that they are looking beyond China to the world, and that information is becoming more transparent. The cost and price of a can of milk powder can be searched at the flick of a finger. Making money from information asymmetry is no longer possible. Enterprises must find another way: service value.
Qu Zhishao also gives three suggestions for the transformation of mother and child enterprises:
First, take the C end as the leading, do marketing backwards, that is, C2B. Manado started to build a special team early on, not only to do marketing, service stores, but also to directly communicate with consumers, can be said to be at both ends of the B and C.
Second, be a community. Product homogeneity, by what to maintain user stickiness? The answer is communication. In the past three years, Menador has maintained an extraordinary annual growth rate of 60%. On this basis, it has basically realized the occupation of the brand in the mind of consumers, and built a service system and shared community.
Third, digital. Only precision marketing can do subtraction and effectively invest resources, and data is the key.
Three Steps in the New Era (Level 1)
Facing the changing industry situation, what is the path of Manado? Manado's ambition, says Mr. Qu, is not just to make milk powder, but to become the most trusted provider of maternal and child health care. The enterprise mission of Manado is to "gather beauty and serve China"; The core values of Manado are customer-oriented, doer oriented, sincere service and vitality. In order to achieve these goals, the new period, Menador will implement a "three-step" strategy.
What is "three steps"?
The first step is to become the milk powder brand with the most service ability in 2019. We will cooperate with distributors to create a service system connecting users.
The second step is to become a maternal and child service platform trusted by both end B and end C in 2022.
The third step is to become the most trusted ecological platform in 2026, connecting children's clubs, kindergartens, medical services, intelligence, etc., and digging deeply into financial and customized products.
"Next, we will start from the service, and strive to become the most professional and service-oriented milk powder brand in the maternal and infant industry. Our consumer baby care advisory services should make mothers more professional; Our channel marketing expert services, to allow stores to continue high growth; Our dealer operation advisory service should be run as an enterprise." "Said Qu Zhi Shao.
Therefore, in 2018, Menador launched the KIWI Business School project, but this is just the beginning: "In the future, Menador will work with partners in the maternal and child ecological chain to jointly build a C-terminal service system for the whole China, build a sharing and co-governance service platform for the big health industry, and explore a new golden age!"
