On April 26, 2019, the "Second China Sheep Milk Powder Development Forum" was successfully concluded in Beijing!
Huaiyue spring, Shengyou like clouds; Thousands of miles to ingratiate oneself, full of friends. Sheep milk powder industry elites from all over the country gathered together to continue this event full of experience and ideas.
Sheep milk powder industry into the era of brand precision farming
Mr. Luo Weng, founder and chief planner of Zhongtong Media, pointed out in his opening speech "Industrial space and market pattern of Sheep milk powder" that the market share of domestic sheep milk increased, the price of imported sheep milk was driven up, sheep milk powder had occupied the market of cow milk powder, and the growth rate of 30% in years would slow down.
This means that the market concentration is becoming higher and higher, the market position and bargaining power of high-quality brands are gradually enhanced, and the resource-based enterprises and marketing enterprises in the industry are increasingly unified in the whole industrial chain. Sheep milk powder market pattern is evolving from category to brand.
The optimization of production technology has become an important "bottom card" of enterprise competition in this evolution. Gu Jiasheng, vice president of National Dairy Science and Technology Innovation Alliance, made a detailed analysis of sheep milk powder from a scientific point of view. He not only traced the special nutritional features of sheep milk powder from the historical and cultural level, but also summarized the key points of dry and wet techniques of sheep milk powder, and concluded the basic principles of evaluating sheep milk powder into powder.
Bao Enhebatu, a famous brand marketing expert, explained the growth path of sheep milk powder enterprises from category to brand from the perspective of industrial operation: "After the rapid development of the sheep milk powder industry, it has entered the era of brand precision cultivation. Enterprises should not only have accurate brand positioning, but also realize the small and large market department, external cognition, internal mission, to solve the business model and many other aspects of the problem.
From the perspective of consumers, Chen Gang, a researcher of China Children's Research Institute and chairman of Shanghai Mouse Shares, based on a 2019 sheep milk powder consumption survey report, came up with the underlying logic of the dramatic change in the sheep milk powder industry. "The frequency of young Bao's mother and father using parenting apps >3 times a day, low sensitivity to the price of sheep milk powder, high sensitivity to trends and hot topics, The most popular search preference is for brand terms, which means the cultivation of brand influence is imminent."
Enterprises "fancy" innovation for development
In the era of "brand farming", companies have the basic resources and must be the first to respond.
On the one hand, enterprises can not stop to carry out innovation, to ensure their own differentiated survival. Mou Shanbo, chairman of Yipin, said, "The nutritional advantages of sheep milk products can promote the development of the health industry. At the same time, we can master the latest cutting-edge technology in the industry, build an efficient team, and establish a complete industrial chain from raw material to terminal. We will certainly make the cake of sheep milk powder bigger and bigger."
Coincidentally, Pu Hailong, general manager of International DORA Division of Yashili, also said: "DORA Sheep, backed by heavyweight resources such as Cofco and Mengniu, has made the whole industrial chain planning at least five years in advance. Just one or two years into the market will have a harvest, the current product nutrition, safety has been recognized by a large number of consumers."
He Junhui, general manager of Yangyang100 South China Region, put the "domestic advantage" of Yang milk powder innovation on the agenda, "making a brand is like raising a child, grow well, also require rich nutrition. Do good products, good profits, good brand, good service these four good, we can definitely ride the wind and waves in the industrial upgrading."
In the roundtable discussion that followed, dairy expert Lei Yongjun, as the moderator, raised the new question facing the company: "How can we ensure the quality of our products as we shape the sheep milk powder industry? How to cooperate with channels for win-win results?"
Yang Lixin, chairman of the Sheep Milk industry, pointed out: "From category to brand, it is also the development road from chaos to rationality. We don't have to worry about the forecast of 120 billion market, nor does it matter whether the industry is in pain. The current sheep milk powder industry needs to think calmly."
Feng Jianqiang, vice president of He's Dairy Group, agreed: "In addition to controlling goat milk resources, dairy goat farming can also promote the county's economic development. Improving the layout of upstream resources is a prerequisite for ensuring product quality and safety."
Of course, the fiercer the brand competition, the less attractive the naked price operation, the channel also hopes to help the moving pin through the brand advantage of the enterprise. Yang Huichen, chairman of Hebei Wangziyang, said, "Although more and more first-tier brands are entering the market, I do not rule out the cooperation of first-tier brands, nor do I rule out the original partners. We will achieve mutual benefit and win-win results under the premise of meeting the standards."
Anhui Niuniu baby pregnant and infant chain founder Zheng Ravening to the brand and channel business two-way cooperation to supplement, "sheep milk powder is not brand harvest stage, but in a process of building confidence. We have a focus on brand selection and will build core brands one by one."
Ma Yinghua, general manager of Guangxi Qinrun, is more resolute: "The sheep milk powder market in Guangxi has a good performance. As long as it is a sheep milk powder brand recognized by us and has reasonable operating space, we will devote all resources and precipitate to do it."
Channel "core" operation seize the opportunity
Wang Chen, editor-in-chief of Zhongtong Media, mentioned in the 2019 Sheep Milk Powder Channel Survey Report that in the era of sheep milk powder brand upgrading, the second camp of "1 to 2 billion" is missing, and the overall pattern is uncertain. Industry leaders do not rely too much on the channel business, but the direct plug terminal has achieved results, that is to say, as long as the channel attention, sheep milk powder industry several times without any problem.
In this regard, the experience of benchmarking channel is worth learning. For example, Shen Zhiqiang, general manager of Greenson Trading summed up the experience: "We attach great importance to the leader project and promote the market with excellent team operation. In the beginning, it was "sprinkling pepper noodles" in the first and second tier cities of the Pearl River Delta. By 2015, the rapid development of sheep milk powder, the power of the model slowly attracted many channels."
Another example, Millet chairman Li Zhiheng's practical operation is very different. Now the mother class advertising promotion is rampant, leading to consumers on the mother class impression is very bad. There are two key factors for Li Zhiheng's mother class to do well. One is whether real pregnant women can be invited to the store, and the number of invitations is very important. The second is to emphasize public welfare, for the treasure mother to solve the problem, the link of sales naturally do not worry.
Wang Weimin, CEO of Xiyangyang Aiying, is more calm about the expansion strategy of sheep milk powder: "The core of retail still depends on consumer demand. The advantages of sheep milk decide what kind of milk powder is recommended for sale. Goat milk is not easy to allergy, consumers will naturally form this kind of consumption awareness, which is caused by the mutual influence of channels and consumers, rather than active recommendation can be solved.
However, Cao Mengying, editor-in-chief of authoritative media "Sheep Milk Powder Outlook", suggested in the roundtable discussion that based on the existing experience, the channel can make a greater breakthrough in the detailed part of sheep milk powder. "From category to brand" for channels, is also the second wave of opportunities for the development of sheep milk powder, many channels have seized the second wave of growth opportunities.
Hubei baby room general consultant Wang Qixiang has done an analysis of the mainstream price of sheep milk powder. At present, the price is more than 300 yuan. With more and more enterprises entering the market, the price may go down.
Feng Dong, general manager of Jiangxi Baoying, analyzed the operation direction of the store from the product itself: "Milk powder contains a lot of nutrients. It seems to be milk powder, but in fact it is the largest nutritional food. Store purchasing guides need to understand the baby's physique, nutrient distribution, brand characteristics, and achieve all-round matching."
And looking at the current "breakthrough", Cao Tengfei, general manager of Jinhua Chenyue maternal and child, said that the two years just caught up with a good tuyair, to see the growth of their sheep milk powder. But the core reason is team building, service capacity enhancement."
Zhi Sheng Trade general manager Chen Gang in sheep milk powder service in a new way: "a local market there are always the first, second and third, in the fierce brand competition in Zhejiang market, we are not satisfied with the status quo, more believe in practical operation, with perfect service can achieve Tian Ji horse racing."
Liu Jiangwen, executive director and general manager of Nanguo Bao, reflected on the breakthrough of sheep milk powder: "We always hope to do as big as possible in the future, but this is contradictory, the channel needs intensive farming to have a chance."
"Peak Night" helps industrial upgrading
In the past two years, the gross profit and sales volume of stores have been shrinking, forcing the channel to go on the road of the scale of sheep milk powder. Channels to achieve greater sales, sheep milk powder this has a huge potential to do our support.
At the "Peak Night" of the forum -- Yang Milk Powder Industry Power Award dinner, Zhongtong Media officially released the "Most Influential Sheep Milk Powder Brand" award, the "Three new" list of Yang Milk Powder channels and the special industry Contribution Award, which marked a new chapter of "from category to brand" of Yang Milk powder.
As Liu Lin, general manager of Zhongtong Media, said, "Many industries are seen in three to five years, and the sheep milk powder industry is seen in half a year. The Sheep milk powder Forum is through continuous research, collision sparks of thinking, to provide you with more ideas and methods, to help the development of subdivided industries."
China Children Media hopes that when the third Sheep Milk Powder Development Forum is held, all brands and channels can show a beautiful achievement, win-win baby!
Next, China Children Media will hold the second Forum on the Development of Complementary Foods in Shanghai on September 19th. The second Nutrition Development Forum will be held in Guangzhou on November 7. Then, we'll see you or not!
