On September 19, the second China Baby Food (Zero Complementary Food) Development Forum will be held in Shanghai. The theme of the forum is FMCG mini-trend.
What has happened to the market?
For a long time, baby and children's complementary food is the whole infant and infant industry of the small category, the store will be sold, but few stores know the specific proportion of the sales of complementary food in the store.
From the perspective of consumption, complementary foods are highly fungible. Traditional Chinese child-rearing concepts tend to make their own food to gradually replace milk powder. Therefore, the penetration rate of complementary foods is relatively low. In addition, before June 2018, infant supplementary food did not have strict standard requirements, upstream manufacturers are mixed, infant food adult situation is overflowing, and the product quality cannot be guaranteed.
The market situation has changed significantly in the last two years.
Change 1: With the implementation of the registration system of milk powder, the concentration of milk powder brands increases rapidly, the number of currency brands increases, and the gross profit rate of channels decreases. The maternal and infant channels need to find growth categories to maintain the gross profit level.
Change 2: In 2018, the number of newborns declined and the second-child dividend disappeared. The growth of maternal and infant channels shifted from the growth of consumer groups to the potential growth of existing consumer groups, requiring refined operation of categories with low penetration rate.
Change 3: After the second child dividend disappeared, the majority of the "treasure" mothers group is concentrated in the post-90s mothers. Compared with the post-70s and post-80s mothers, the post-90s mothers have advanced parenting concepts and experienced the improvement of Chinese residents' living standards since childhood. They have high requirements for food and consumption habits of small food and snacks, which will extend to her consumption choice as a mother, leading to the rapid growth of baby snacks.
Change 4: After the cadmium incident in June last year, a number of substandard supplementary food enterprises were closed down, baby labeling was taken seriously by the whole industry, and the overall quality of supplementary food products was improved.
These changes make the development speed of zero complementary food much higher than other categories, and also make the category of traditional infant and children's complementary food and snacks expand sharply. The concept of zero complementary food can no longer fully cover the product categories, and the concept of zero complementary food does not conform to the reality of the important food source for babies after milk powder.
Therefore, from the second session, we officially renamed the Baby Food Development Forum as Baby Food (Zero food) Development Forum to examine the development of the category from a broader perspective.
What are FMCG mini-trends?
The future space of baby and child food is far from the current market share of three or five stores. Some maternal and child channels have realized the future value of food categories to the channels, and have begun to expand product categories and improve product selection ability by strengthening supply chain management. Some excellent maternal and child systems have made the food sector account for more than 20% of sales.
Most of the products in baby and baby stores are purposeful purchases, such as milk powder and diapers. Baby food has a strong random purchase feature, its essence is fast consumer goods, baby food fast digestion will be a small trend in the future.
The reason for the small trend is that at present, most channel operators do not really understand the nature and growth space of baby food category, nor do they really pay attention to this category. Some brand operators have not changed their focus from quality control to quality control, product iteration, supply chain management, category promotion and brand communication.
But a trend is a trend, and small trends eventually lead to big waves.
Why other people's zero food accounts for 10% - 20%, we can't?
Why should someone else be able to cook food and not us?
Why should other people make a lot of money on small trends, but not us?
To paraphrase a line from the Chinese comic book Ne Zha:
What kind of complementary food, only you decide!
If you want to develop baby food quickly, come to the second China Baby Food (zero complementary food) Development Forum.
On September 19, 500+ excellent maternal and child channels, 30+ authoritative maternal and child experts will gather in Shanghai. Industry celebrities, industry leaders, enterprise leaders, marketing celebrities and many media will gather together to share "fast selling small trends".
There are your old friends here
Here are your confidants
Here are others who are just as committed to zero solid foods as you are
Only do not lag behind, the future is possible!
