On the afternoon of December 13th, the first China Healthy Food Development Forum, sponsored by Zhongtong Media, co-sponsored by Yingshi, Yiwei and Besmei, with strategic support from Renzhichou and co-organized by Yingshang, Detai, Kondomi, Hamei Xiong, Bian Bao Le and Jiayubao, was successfully held at Wanda Mandarin Beijing.
The article | ZhongTong monitor press line
Complementary food this small category, since February 2017, has been enjoying the "policy treatment". From the release of the Detailed Rules for the Examination of the Production License of infant supplementary Food, to the subsequent cadmium content limit standard and the control of Enterobacter sakazakii, the continuous upgrading of the policy has made the whole treatment standard directly forced on milk powder. Therefore, in the industry of complementary food, began to stage the industrial upgrading forced by the policy.
China Children Media editor Wang Chen
"In baby and baby stores, the snack category is showing a kind of awakening." Wang Chen, editor-in-chief of China Children Media, mentioned in his opening speech of the First China Supplementary Food Development Forum that the industrial pattern in the post-supplementary Food New Policy era is earth-shaking. Factory upgrade costs directly let many enterprises "prohibitive", low-end capacity directly "sudden death", the rest of the enterprise is the "leader" of the industry, product competition is more fierce.
"Low-priced items, especially food, are not sold in the maternal and infant industry, so they tend to command a very large brand premium." Wang Chen, editor-in-chief of Zhongtong Media, continued to say that the potential of the market needs to be constantly stimulated, "good products small expensive" products will naturally become the best choice for manufacturers.
China Children Media editor Wang Chen
What is a good product?
Good food refers to the global quality ingredients, new technology and new process, cold chain fresh. There is no doubt that enterprises with high standards of research and development, high inspection level and focus on the construction of the whole industrial chain will eventually lead the industry. Years of accumulation of experience in innovation and research and development have finally yielded fruits. Under the macro-control and micro-control of policies, the development of enterprises can be described as "accumulation and development".
However, no matter how it develops, the new pattern of the supplementary food industry is still guided by the policy with absolute discourse power. After all, it is the most appropriate for the policy to play the role of "baton" in the development process of the industry. In the past eight years, the complementary food industry still takes the 2010 standard as the main reference. With the continuous research of nutrition, the latest results continue to appear, and it is inevitable that the standard will be stricter.
"The range of raw materials is more precise and extensive, and the requirements are more clear and straightforward; Complementary food products are more abundant, the classification of products in the standard will be more clear, enough to meet the needs of the market; In terms of standards, it will be coordinated and unified with other food standards; Standards for trace elements such as cadmium will appear directly in the general standard." Qu Pengfeng, of the National Center for Food Safety Risk Assessment, said that its interpretation of the revised direction at the forum indicated the direction of future product planning for enterprises.
Qu Pengfeng, National Center for Food Safety Risk Assessment
It is important to know that the policy enjoys the absolute right to speak. A cadmium incident has cleaned the industry. Under the pressure of increasingly strict policies, the safest way for enterprises to survive is to go ahead of the policy.
"Yingshis has world-class standards, global quality, is through BRC, IFS European Union double certification of quality brand, according to the baby's physique actively participate in the formulation of national standards, strive to do the industry standard leader." Said Wan Jianming, vice president and general manager of marketing at Yingshi Holdings.
Wan Jianming, vice president and general manager of marketing at Yingshi Holdings
High standard nature has a good product, and then naturally with good marketing, constantly empower the channel.
"As a brand, we should make use of the professional advantages of complementary food products to continuously empower channels. First, through professional consumer education, through brand marketing skills to build a sales team, to create the Eway School of Marketing enabling stores." Zhuang Lili, general manager of Yiwei, does a good job of marketing to consumers by empowering agents and terminal stores, which is a combination of "product + marketing".
Zhuang Lili, general manager of Eway
In addition, the strong force formed by "product + brand" is also a powerful measure for complementary food brands to seek sharp breakthroughs. After all, for the high speed fission of supplementary food products, there is a feature of expanding from the original single product to more small category, without a good product, the future brand development of the enterprise is not sustainable.
Li Guoyong, chairman of Renzhichu Group, pointed out: "Making good products is the most basic requirement of the industry. On the basis of making good products, we should create popular models, lead consumption, and realize the recognition and endorsement of a category. And this in operation, through the large product strategy is enough to achieve. The large single product of rice noodles with the same functional patented formula of medicine and food is enough to prove this point."
Renzhichou Group chairman Li Guoyong
From this point of view, the excellence of the product did not cover up the shine of the enterprise. With leading enterprises to lead the demonstration, the future of supplementary food industry can be expected!
Sha Zho, founder of Besmee Complementary Foods, said, "The spring of complementary foods for infants and young children has arrived in China. Consumers' consumption power has been enhanced, their consumption ideas have changed, and the cost of consumer education has been greatly reduced, which is very good for the high growth of the supplementary food category. In addition, the continuous upgrading of national policy standards will also promote the industry to usher in new development."
Sha Zhiguo, founder of Bessi Fine Food
Under the command of the policy, the quality of products has been guaranteed, coupled with more diversified channels for consumers to obtain information, enterprises that can cater to the cognition of Baoma complementary food will have new growth. It can be said that who feel the dynamic pulse of consumers, who really master the market.
Through the analysis and processing of nearly 20,000 questionnaires, Gao Guangying, co-founder of Mumsnet, drew the conclusion that "mamas are willing to take the initiative to know about the knowledge of complementary foods. Whether it is online wechat or offline momsclass, consumers are always eager to know about food in advance. However, it can also be seen that consumers' understanding of complementary foods is still in the embryonic stage. Fortunately, they have the awareness of learning, which greatly reduces the cost of re-education.
Gao Guangying, co-founder of Mumsnet
With the continuous education of the concept of one thousand days in the early life, consumers no longer simply choose a certain brand or product, but more ideas are placed on how to rationally match products, so as to realize the scientific supply of nutrition. For the channel, it means that the pursuit of high growth of supplementary food, still need to face challenges and boundaries such as the segmentation of supplementary food category collocation.
Topic Dialogue: The Path and Boundary of the Growth of Solid Food
"In Europe and the United States, the penetration rate of complementary foods is 80 percent. In China, it only reaches 20 percent. A four-fold gap means a huge space for education. As a retailer and brand only hand in hand, pass the concept of science, quality feeding. The right feeding guidelines need to be delivered to consumers, both in the community and on various mobile devices." Leyou marketing vice president Gao Haiyan said.
Gao Haiyan, Vice President of marketing of Leyou
Liu Jiangwen, executive director and general manager of Nanguo Bao, pointed out: "The concentration of milk powder is becoming higher and higher, the high-profit categories are becoming less and less, and the competitive pressure of stores is gradually increasing. If the terminal stores want to develop, they must open up new channels. From the comparison of domestic and foreign data, as the baton of milk powder, the potential of complementary food needs to be tapped. This category can not only increase total sales, but also provide a high enough margin contribution."
Liu Jiangwen, Executive director and general manager of Nanguo Bao
"In the process of contact with consumers in recent years, I really feel that there have been great changes in the feeding way of treasure mothers. Consumers have become professional, and the demand for complementary food products is also constantly expanding. As long as the channel pays attention to, the future of supplementary food is bright," said Zhou Xuelan, director and president of Yibai Food.
Zhou Xuelan, director and president of Yibai Food
Anhui Liujin Years Chairman Wang Zhonggui is also aware of this, "when we cooperate with terminal stores to do complementary food activities, a month's sales have exceeded the sum of the previous months. This means that as long as the channel attaches importance to it, the supplementary food category is enough to assume the role of the baton of milk powder, but also can provide high enough profit contribution to the stores."
Anhui Liujin years chairman Wang Zhonggui
How to reconstruct supplementary food enterprises? How can the product be upgraded? How can consumers be better educated? With the guidance of policies and the joint progress of brand channels, when these problems are redefined, complementary food will usher in an infinite bright future, and this sketch category will eventually enter the era of big upgrade. The future is in store!
The first China Solid Food Development Forum participant group photo
