Escalation of melee
After the landing of the New Deal, whether the situation of domestic milk powder scuffle tends to be flat?
Obviously not. It's more of a free-for-all.
Under the new policy control and the new consumption environment, the real life-and-death battle among various brand owners and diversified channels has just begun.
Brand pain point: In the past ten years, after the collective public relations crisis of domestic milk powder and the all-round "education" of consumers on the Internet, the channels for consumers to obtain information and purchase have undergone great changes in recent years, and the information has become more fragmented and the channels have become more diversified, which also increases the difficulty of the interaction between brands and consumers.
Channel (store) pain point: Online shopping has matured in consumer education, especially the popularity of smart mobile devices and the comprehensive penetration of mobile payment, which make shopping more convenient, shorten the purchase decision and consumption time, and increase the difficulty in the diversion and transformation of offline stores.
At the same time, small and medium-sized maternal and child stores in third, fourth and fifth tier cities are also facing the sinking of large chain robbing customers. When these small and medium-sized stores developed, they did more "acquaintance" business with the help of geography and popularity. Faced with the double pressure brought by the impact of online shopping and the sinking of large chain stores, it can be said that they suffered from both sides.
So the battle is fierce and urgent, both for brands and channels. How to gain the favor of consumers? How to drain accurately and efficiently? How to improve conversion rate?
In the final analysis, the demand of consumers is not complicated, but more convenient to buy really good products. Therefore, for brands and channels, they return to the most fundamental business logic -- to impress consumers with really good products and the most appropriate way of communication.
Huizili: rare milk source and confidence brought by product power
A good milk powder, the inevitable need for a good milk source, this has been the industry consensus. Only with a high standard system can we produce high-quality fresh milk and high-quality infant milk powder products.
Huizili is the core promotion brand of Tianyou Yellow River Dairy. In 2015, led by Chongqing Agricultural Reclamation, Tianyou Dairy as the core, and Shaanxi Agricultural Reclamation and Ningxia Agricultural Reclamation jointly established Zhongken Dairy Co., LTD., aiming to build the third pole of China's dairy industry.
Huizili infant formula milk powder is produced by Huanghe Dairy, a subsidiary of Tianyou Dairy Group, which has its own exclusive ranch of more than 2,000 mu and more than 10,000 cows built in Tengger Desert, ensuring the supply of raw milk and high quality.
What is high quality?
Xiao Zhihua, general manager of Huizili Milk Powder Division of Tianyou Yellow River Dairy, made a simple summary of the detailed parameters: First of all, milk protein ratio can reach 3.4%, milk fat ratio can reach 3.8%, both higher than the standards of European and American developed countries; While the safety standard of the total number of colonies in Europe and America is 100,000 cfu/ml, Tianyou Huizili controls to 20,000 cfu/ml, which is far less than the standard of developed countries in Europe and America.
The unique product advantage brought by rare desert milk is the confidence that Huizili self-milk source conveys to consumers through channels. Really have the advantage of the product force, to bring confidence to the channel business.
"We hold a high-end forum on infant milk powder in western China every year." "Xiao Zhihua said. Before that, he introduced the process of the forum and organized experts, distributors and end customers to visit Tianyou Huanghehui Sili Dairy, a demonstration enterprise of the whole industrial chain operation. From pasture planting and dairy farming to the production workshop of GMP factory, he had a full experience of how high-quality products are formed under the new domestic standards.
It cultivates grass and raises ten thousand cows in the desert. It is also the ten thousand cows demonstration farm cooperated by China and Israel (China and Israel) and China's benchmark demonstration farm. After the introduction of pasture experts, just know that in fact, the northwest climate is the most suitable for breeding cows. The temperature difference between morning and evening is large and the dry climate, so that cows have a healthier body, thus bringing higher quality milk source, "rare desert milk, fresh Zhen nutrition." This slogan has become synonymous with the Huizili brand.
The channel operators that have visited all expressed their great encouragement. How to convey these product advantages to the minds of consumers to truly achieve the effect of drainage and transformation and improve the operation efficiency of stores?
More detailed interaction to help stores improve operational strength
This also requires the efficient cooperation between brand owners and channel operators.
Most of Huizili's channels and terminals are distributed in the third, fourth and fifth tier markets in China, which is in line with the classic combat strategy of all domestic brands of "rural siege urban". Huizili has also summed up its own experience in the actual combat in these markets.
Terminal extension cable
Small and medium-sized stores rooted in the local market grew up, used to "sit on the business", based on the store and other consumers in the door to shop.
In order to achieve better drainage, "sitting in business" obviously no longer applies, but to go out.
Huizili led its stores to launch a "new customer welfare Hui" program, which means that Huizili's promoters help the stores go out and go to the location of the target customers to attract them to the store. The program has been a great success since its launch.
This project not only increased the workload of Huizili's team, but also increased the workload of stores, and required higher cooperation between the two. So why did Huizili succeed and spread?
"The first thing to do is to solve the problem of profit distribution." "Xiao Zhihua said.
"Third, the problem to be solved is the concern of the store, not the purpose of the manufacturer." For example, in the process of cooperation, the promotion purpose is to help stores sell membership cards rather than directly sell milk powder.
"Finally, we do very detailed training to the stores, such as listing dozens of problem points, so that the visitors and target users can better communicate." "Many stores inspired him a lot after working with us once, and then they will actively promote this activity," Mr. Xiao said.
This obviously increases the trust and cooperation between the brand and the store.
Huizili now has 1,000 Huizili alliance stores across the country, and the selection of alliance stores is mainly based on the degree of cooperation.
Carnival: More interactive
After the visit, live events are needed to direct consumers to the stores.
"Now the drainage is not the same as before," Xiao Zhihua said. "Now you must do on-site activities, consumers will be happy to go to."
He introduced a form of activity "carnival" that Huizili now works well with stores. "We can drain 100 customers to a store in one day" Carnival ", which can be converted into 40-50 new customers. This is extremely efficient.
The successful and efficient execution of the activity is inseparable from the market practice experience. The team of Huizili is a team with solid basic skills and continuous innovation.
(Xiao Zhihua, General Manager of Huizili Milk Powder Division, Tianyou Yellow River Dairy)
"In fact, a lot of our modes and gameplay were created in the market, not brainstormed in the office." Xiao Zhihua said, "Continue to do the basic work, to ensure innovation."
It is precisely on the back of high-quality product power and solid market skills, as well as such market response speed, that this "new force" of milk powder rises rapidly in the turbulent milk powder market, becomes one of the representatives of high-quality domestic milk powder brands, becomes a brand respected by many channels and stores, and finally wins the favor of consumers.
