On the morning of December 13th, the first China Nutrition Development Forum hosted by Zhongtong Media, co-sponsored by Nutri One Nutrition and Anginite, with strategic support from Lier International and WELLINGO, and co-organized by Nutrihabit, Vital Sunshine and Nutrasis baby, was held at Wanda Vista Beijing as scheduled. The children's media three together, and nutrition forum as a spearhead, extraordinary significance.
Why nutrition? The reason is simple, because this is an industry with great opportunities and great challenges, and such markets tend to be vibrant. Although the overall macro economy is in a downward trend, but the rare is that the maternal and child industry is still in a state of "outstanding" growth, among which nutrition is one of the best "power engines", naturally attracting more attention and expectations.
We focus on nutrition, the first is to listen to the voice of the channel. As Wang Chen, chief editor of Zhongtong Media, mentioned in his opening speech, nutrition is the lever of the store category structure adjustment. "Walmart's first lesson was deconstructing sales. Store sales = customer flow × customer price, among the two, customer flow will always be shunted, only continue to deeply ploughed customer price, can be more suitable for the store's business path."
China Children Media editor Wang Chen
Nutritional products have a very high bottom line in the minds of consumers. Once the nutritional products fall below a certain price, it is difficult to sell them, which determines that on the one hand, nutritional products can maintain a good profit level, on the other hand, they also play a role in the purification of customers. 80% of the profits of stores are provided by 20% of customers. Nutrition is a good litmus test.
Zhu Yinhong, general manager of Anginute, also confirmed this. Zhu Yinhong believes that maternal and infant nutrition products are a natural barrier for physical channels to separate e-commerce. "The consumption logic of maternal and child nutrition products is very special. Consumers do not lack money, but they need to pay for the experience and service. As long as you do a good job in consumer interaction and communication, the mainstream channel of maternal and child nutrition products will always be offline."
Zhu Yinhong, general manager of Anginute
This also coincides with Nutri One Nutrition co-founder Zhao Xinlei's view. In his view, nutrition is value, not price. "We want to build something big, not something big. What is a mega item? In my opinion, it must have four characteristics: First, the super large single product must have a super crowd, which can cover a large number of people in the store; Second, the super large single product must have enough customer order, in order to make enough water; Third, a super big product must have a super selling point, whether it is packaging, concept, or technical separation; Fourth, super big single product must have a super joint, if only do one sell one, so there is no future."
Zhao Xinlei, co-founder of Nutri One Nutrition
Probiotics, as the "golden single product" with the highest popularity and the best growth among nutrition products, have attracted more and more attention in recent years. However, compared with the infinite prospect of the probiotics market, consumers' cognition of the category is still a key factor restricting the further expansion of the industry.
Wang Bin, national secondary public dietitian and national senior nutrition lecturer, said frankly that consumers' cognition of nutrition products can be said to be in confusion. Take probiotics, the most popular nutrition products at present, for example, parents will absorb all the information generated by marketing, thinking that probiotics can "cure all diseases"; But if they don't work, they distrust the product and abandon the probiotics altogether. "That's parental logic."
Wang Bin, National Grade II public dietitian and national senior nutrition lecturer
In this regard, Wei Li, general manager of Wellingo Greater China, introduced a set of statistics showing the cognition of probiotics in China: more than 90% of Chinese people agree that probiotics are good, but only 40% think that probiotics are "relevant to me", and less than 10% of people actually buy probiotics. This is the difference in cognition. "A need without knowing it is like a caged lion. Once there is a cognitive awakening, it will lead to a market explosion." To this end, Wellingo takes the "science" of gut and probiotics as its top priority to educate the Chinese market, and to make the previously difficult and specialized knowledge more interesting and accessible to customers and guides.
Li Wei, general manager of Wellingo Greater China, Denmark
But all marketing education is based on the premise that you know your target audience. For example, what do mothers think about nutrition? For this reason, Li Jie, CEO of Shanghai Hongyuan Technology, brought us a professional research report on maternal and infant nutrition products. The data in the report came from 39 vertical platforms for mothers and infants, and it was summarized and refined from more than 80 million discussions initiated by 13 million mothers who talked about nutrition products.
For example, lactoferrin doubled in the nutritional subcategory; For another example, the most common problem my mother discussed with her friends was whether or not to eat certain nutrition products. Mothers also differ in their nutritional preferences regionally... The reasons behind these problems are worth pondering.
Li Jie, CEO of Shanghai Hongyuan Technology
In fact, understanding consumers and educating consumers on nutrition products is only a necessary step for the development of nutrition products. In order to truly catch the fast train of nutrition industry, enterprises and maternal and child stores need to always adhere to the industry standards, grasp the future development direction of nutrition products, and cultivate nutrition products into the "third category" of store revenue.
In this regard, Ding Gangqiang, director of the Institute of Nutrition and Health of the Chinese Center for Disease Control and Prevention and vice president of the Chinese Nutrition Society, said that under the guidance of the framework of the Healthy China 2030 Plan, we have put forward the national nutrition plan and are constantly developing new promotion strategies. Among the seven implementation strategies, the first one is to further clarify the system of nutrition policies, regulations and standards. At the same time, strengthen related nutrition science, and vigorously develop nutrition and health industry.
Ding Gangqiang, director of the Institute of Nutrition and Health, Chinese Center for Disease Control and Prevention and vice chairman of the Chinese Society of Nutrition
Li Zhiheng, chairman of Gugen, said that Gugen started from pregnant women and made nutrition into a special section of the store. At present, the high-end members of Gu Gen, but on the calcium supplement this item, more than 100 yuan of products are very popular.
Shen Zhiqiang, general manager of Dongguan Lvchen Trade, said that nutrition is a new growth point, and the consumption space created by the mother economy will be broader.
This view is echoed by He Jiang, general manager of Jiangyin Leyin, who says, "We not only capture infant nutrition products, but also integrate adult health consumption into the product, which helps improve overall performance.
Chen Yan, general manager of Guizhou Fuzhongxin, said, What are the benefits of nutrition products for stores? First, we should have customer thinking, standing in the customer's point of view, what is good for customers, in order to sell peace of mind. Second, if the stores sell nutrition products well, there will be no problem with milk powder, because nutrition products are the core of the store's professional grip.
Liu Yuanwen, general manager of International Nutrition Division of Lyer, said that there is no shortcut to do a good job in nutrition products, but to have good differentiated products and services, as well as thoughtful training and education, as well as a perfect moving pin program.
Ye Genshui, general manager of Zhejiang Qiyue, revealed that in Zhejiang, many chain stores may sell less nutritional products than individual stores, not because of how professional these small stores are, but because 1. 2. They are good at communicating through social marketing. That may provide some inspiration for stores that want to sell nutritional supplements but can't.
In the domestic maternal and infant industry, milk powder initially drove the development of the industry. The market size of milk powder has grown from less than 10 billion yuan to over 100 billion yuan now, which is the "merit category" of the maternal and infant industry in the past ten years. However, nowadays, with the decline of demographic dividend and the widespread popularization of milk powder feeding, the milk powder market begins to enter the stock competition, and the path of seeking increment is shifted, from the original relying on the growth of consumer base to the endogenous growth power relying on quality growth.
The previous generation sacrificed its health for the economic leap forward, and the next generation will have to compensate for its health with the fruits of that growth. Health, is today's consumption upgrade the most important theme, no one. Huge consumption power to the health industry, and the first to receive dividends, it is nutrition and health care products.
But nutrition is also a "fat" industry - loud volume, small volume. The reason, is the lack of industry standards and regulations, so that enterprises in the competition crisis, at any time may "step on the thunder".
It is based on this current situation that prompts China Children Media to focus on maternal and infant nutrition products. On the one hand, it advocates for this new incremental category, and on the other hand, it also calls on the country to improve the industry standards and regulations as soon as possible, so that the nutrition industry can be more lasting. The article | ZhongTong monitor reporter wood to evening
