Article | ZhongTong media reporter Also the heart
On September 19, the second China Baby Food (Zero Complementary Food) Development Forum came to a successful conclusion!
The development of baby food needs more attention and support than many categories in the baby industry. The development of enterprises needs to use the unchanged original intention to make products, but also to use the fickle way to comply with the market to do marketing. Learn from the whole industry FMCG, with FMCG ideas and methods constantly breakthrough.
In the process of our research, many channels reported that it was difficult to break through, stick to and rise without complementary food. In fact, the more in such a situation, the more to insist on groping. In this forum, we combine the resources and experience of online and offline, baby and crossover fast consumer goods integration, to provide you with a "food feast".
Thinking determines the way out
In her opening speech, Liu Lin, general manager of Zhongtong Media, talked about the "way out" problem. It is difficult to find a breakthrough point in the stock market of milk powder and diapers, and baby food category not only increases, but also appears a lot of fresh marketing methods.
Liu Lin, general manager of Zhongtong Media
Therefore, in order to find a way out of zero complementary food, we should have more ideas, not only from the product end, but also in the marketing end to have a real breakthrough.
Zhongtong Media founder and chief planner Luo Wengao
Zhongtong media founder and chief planner Luo Wengao deeply analyzed the industrial logic of zero complementary food in the future: "Zero complementary food products present serious problem of homogenization, but the homogenization is not terrible, terrible is the homogenization of ideas. For channel business, only really pay attention to zero complementary food, can open the mind, dig incremental."
National food safety risk assessment Center Qu Pengfeng at the meeting for everyone to offer zero complementary food policy direction of thought.
Qu Pengfeng, National Center for Food Safety Risk Assessment
Qu Pengfeng believes that the country attaches great importance to infant complementary food, trying to make the variety of products more diverse, calling on enterprises to do canned auxiliary food, to meet the baby's chewing function. Secondly, fruit and vegetable juice puree products should not be added single and double sugars, should use the original flavor of raw materials as products.
For the new direction of the future of complementary food brands, the famous brand marketing expert Bao En and Batu's new opinion is amazing: the penetration rate of zero supplementary food reaches 20%, which means that zero supplementary food is coming, and this category is very likely to be born a national brand.
Renowned brand marketing experts Bao En and Batu
Bao · En and Batu believe that, do zero complementary food brand light positioning is not good, to adhere to conceptualization, will not fall into the "personality black hole". Now is the era of consumption upgrading. If the brand of zero complementary food has a sense of life and ritual, it will be full of vitality.
Market changes, complementary food brand as a producer, of course, there is no less new ideas, even the major brands early started a new action.
Ying Holdings core founder, vice president Wan Jianming
Wan Jianming, vice president and core founder of Yingshi Holdings, said: "Consumers' needs for security, quality, convenience and personality in buying solid foods have not been met. We want to make it easier to choose solid foods."
Therefore, the whole brand upgrade, from the super brand considerate network multi-touch grass, and then to do community marketing, the Ying to make baby food become a new engine of store increment.
Baby Shang general manager Jiang Lixin
Baby still general manager Jiang Lixin's new ideas are also forward-looking. Jiang Lixin believes that in the future, consumers in the choice of baby food will be more personalized, the speed of change in the complementary food market will be faster and faster.
Therefore, in 2019, Yingshang launched Yingshang Premium, which will select organic ingredients globally, create products suitable for different scenarios, meet the consumer experience, and try to open up the closed loop between consumers, brand owners and stores.
Attitude determines height
Markets have changed, times have changed. If we still look at baby food in the traditional way, it will be out. A change in attitude and a new look at baby food can take things to new heights.
The first is to re-examine the consumer. According to Kantar Consumer Index data in the first half of 2019, the penetration rate of baby cookies and noodles is 26%, and one quarter of mothers have bought baby noodles and cookies. Baby rice noodles are also more favored by some post-1995 mothers, even some high-income groups.
Shen Jing, business development manager of Kantar Consumer Index
Shen Jing, business development manager of Kantar Consumer Index, said, "In the future, there are more potential zero supplementary food consumer groups, the first is the low-line market group, the second is the post-90s parents, the third is the second-child families, brand as the center, as far as possible to prolong the cycle and value of the audience can find the new potential energy of the growth of the maternal and child market."
Wang Anjing, co-founder and president of La Ma Gang
Wang Anjing, co-founder and president of Hot Mom Gang, also has a unique view of consumers: "Hot Mom Gang's research report shows that among the factors affecting the purchase of supplementary food, product quality and practicality rank first, superior to product price, and brand awareness ranks fourth. There is a myth here that brand can't be only in the fourth place, because users must be influenced by brand when they buy, but they don't realize it. When customers don't know anything about the quality of the food, they usually have to go by the brand."
He Man, a data analyst at Taobao University
Second, re-examine marketing. He Man, an expert in data analysis at Taobao University, talked about many new ways of food marketing: "Zero complementary food products need to be innovative in packaging and taste. Through new products to change consumers' use habits, make more efforts in category, zero complementary food can expand the market. Moreover, now the popular people with goods, cross-border, film and television implantation is more and more popular, the new play can make more and more consumers feel the vitality of baby food.
Yang Tiantian, general manager of MOE Cook
Yang Tiantian, general manager of MOE Cook, explained the new way of community marketing in more detail: "How to manage the zero food community is a very interesting problem. When employees exceed 200, management is difficult, and when employees exceed 10,000, some philosophy is needed. Management is the biggest problem between the management and the management of the contradiction, in the community to do management care of all people, if the establishment of the 'community management committee', leading the price system, commercial activities, policies, and even product research and development, everything will be solved.
Positioning determines status
A lot of ideas, a lot of ways, really to the end, the channel performance is "eight immortals across the sea, each show his magic".
Sumida founder and CEO Zhe Zhao
In March last year, Sumida Sichuan founder and CEO Zhao Zhe built an industrial park in Yangzhou, the biggest role of the industrial park is to do the distribution of products, the first is to save warehouse rent, the second is to find Pinduoduo logistics suppliers, in Jiangsu, Zhejiang and Shanghai to do low-cost free mail. Whether the channel side or the brand side, the product circulation of ineffective handling links abandoned, support the terminal store profit, in order to sell the product.
Cheng Mo, general manager of Beijia Trading
Beier Jia business general manager Cheng Mo on the channel to do zero complementary food positioning also has new thinking: "Community marketing is very good, but for two or four tier city channels, it is difficult to implement. There are a lot of families where the mother doesn't take care of the children, but the grandparents take care of the children, so there is no way to play the community, and they even eat expensive rice noodles. We retailers should be patient and communicate with consumers to find more development opportunities in parenting.
In the roundtable dialogue at the end of the forum, Wang Chen, editor-in-chief of Zhongtong Media, discussed with five channel celebrities the problems that need to be solved by the terminal at present: "How to achieve 10% of the store proportion of zero complementary food?"
Feng Hongwei, general manager of Dumbo, said: "In the future, it is not to pay attention to the issue of zero solid food, no one does not pay attention to making money, but to start from brand owners, to solve the systemic problem of zero solid food, to change the perception of consumers."
Peng Yunhui, founder of Momadai Valley, also believes that consumer education is urgent: "Changing mothers' awareness of zero complementary foods is the key point. Next, we will do the experience scene of the field processing of supplementary food in the larger shops, so that mothers can participate in the experience and directly bring the mature supplementary food home.
Wang Zhonggui, general manager of Liujin Years, is full of confidence in its own pin: "We do snack festival together with the brand, do a variety of pin. In fact, we can match with any brand, not to compete for milk powder business, not to compete for diaper business, but can help stores to attract people."
In terms of consumer experience and new customer development, Fan Yi, general manager of Sichuan Beifu Trade, has a very clear positioning: "Stores should establish an atmosphere of popularization or marketing of supplementary food before babies add supplementary food, create a guidance scene, create a store atmosphere, and influence consumers subtly through intuitive in-store advertising and display to develop potential new customers."
Hu Fang, dean of Hupan Business School of Hu Sister, sees an exciting future: "Bao's mother also grows up eating snacks. A baby eats one fifth of a box of cookies, while Bao's mother may eat four fifth, including rice noodles. Children have higher requirements for nutrition and safety than adult food. Therefore, we should expand the target consumer group of zero solid food."
Although the proportion of baby food is not high at present, but the category space is huge, there is no ceiling demand, stimulate the existing opportunity. As long as babies and children persist, the future will be able to create a "new vision" of food!
PS: On November 6, 2019, the Mobile Pin China · Guangzhou Station will be opened in Guangzhou, Guangdong Province. On November 7, the second China Infant Nutrition Development Forum will also be opened!
More exciting, stay tuned! Return to Sohu for more
