On November 7, 2019, the Second China Nutrition Development Forum was successfully concluded in Guangzhou.
Sponsor: Children's Media, maternal and Infant Nutrition Review
Overall title: Anginette
Co-sponsored by: One Nutrition
Strategic cooperation: Sea King, Huiyouxi, Ferguson, Tria Technology, Tian Paradise
On November 7, 2019, the Second China Nutrition Development Forum was successfully concluded in Guangzhou.
"In fact, as early as 2017, Zhongchildren Media took the lead in proposing the segmentation of the baby industry, promoting the development of the entire industry through professional strength. In the past two years, we have been doing regional segmentation and industry segmentation."
Liu Lin, general manager of Zhongtong Media, said in her opening speech, "The development of nutrition products requires more professionalism than other segments. We know that, to promote the industry not only by a meeting to promote, but also to do more landing things, looking for industry model power, gather all people's efforts, jointly boost the development of nutrition industry."
Liu Lin, general manager of Zhongtong Media
Nutrition products: "second category" in maternal and child stores
In the first China Nutrition Development Forum, maternal and child nutrition products were defined as the "magnet category" of stores.
A year later, "Today, the nutrition category has reached a stage where it needs to be redefined. The 'magnet category' only describes its value in terms of attracting customers to stores, not in terms of reflecting the value of specialty stores."
"I think nutrition should be positioned as the 'second category' in stores, and nutrition will definitely become the second category in most stores in the future," said Mr. Luo, founder and chief strategist of Zhongtong Media. On the one hand, it is because of the need for balanced nutrition for all people, and on the other hand, nutrition products are very malleable, which can help stores extend from maternal consumption to family consumption."
Zhongtong Media founder and chief planner Luo Wengao
The extension to household consumption presupposes that society as a whole is concerned about disease and nutrition.
Ding Gangqiang, director of the National Institute of Nutrition and Health at the Chinese Center for Disease Control and Prevention and vice chairman of the Chinese Society of Nutrition, said, "At present, the whole society is advocating that the shift from 'treating existing diseases' to' treating non-existing diseases' consists of three major aspects, and the industry can do a lot in this regard. First, comprehensive intervention of health factors. 1. Implement health literacy initiatives; 2. Rational Diet action; 3. National fitness campaign; 4. Tobacco control action; 5. Mental health promotion actions. 6. Healthy environments promote action. Second, maintain full life cycle health. 1. Implement actions to promote maternal and child health; 2. Implement health promotion initiatives in primary and secondary schools; 3. Implementation of occupational health protection actions; 4. Health promotion for the elderly. Third, prevention and control of major diseases."
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
Therefore, brand owners have long started to guide and help maternal and child retail to do transformation and upgrading.
Jiang Bo, assistant general manager of Anginute, said in the keynote speech "Nutrition Products How to Achieve Sustainable Prosperity", "nutrition products is a link to open the growth space of maternal and child retail, promote the speed of maternal and child retail, and can help maternal and child stores transition from maternal and child nutrition to family health management platform.
In this process, "every practitioner should take conscience as the bottom line, sublimate with love, support and guarantee with wisdom, and do a good job of each product. As a brand owner, it is more important to have high-quality products, strong research and development strength, perfect quality control system, continuous brand and marketing service ability, so as to sustainable development, long-term value for customers."
Anginute General manager assistant Jiang Bo
So the market "prosperity", the vast channel business how to choose products?
"Only with core values can maternal and infant nutrition have a future." Zhao Xinlei, general manager of One Nutrition marketing, said that brands with four major capabilities should be selected, namely 1. Continuous product innovation capability; 2. Ability to plan and promote the market; 3. Training ability of popular science education; 4. Ability to create new opportunities.
Zhao Xinlei, general manager of One Nutrition Marketing
However, the layout of brand and channel business is still based on the concerns of market consumers.
Zeng Yanjun, research director of MUIE Division of Ipsos China, said that in the adult health nutrition section, their health awareness has been continuously enhanced. Sleep, immunity and stomach and intestines are the three major health problems. Young people pay more attention to the body, weight and skin, and from the age of 36, they pay more attention to the health of bones, cardiovascular and cerebrovascular diseases and respiratory lungs. In infant nutrition plate, infant food premium space is great. How to realize the premium? To create quality with meticulous, will be subdivided in the end. At the same time, precious mothers are also looking for products with a high level of appearance and suitable for babies.
Zeng Yanjun, Research Director, MUIE Division, Ipsos China
The foundation and future of "the Second Category"
"After 100 days of action, health care products market to the direction of three metamorphosis." This is the future of nutrition.
Wang Dahong, secretary-general of the Market Working Committee of China Health Care Association, explained: "Fast digestion, that is, return to the food attributes of health food, mature categories will fall from high prices and be displayed on supermarket shelves, relying on brands to guide consumption. Specialization refers to giving play to the functional characteristics of health food and helping customers customize products or combinations by professionals relying on individualized evaluation techniques. Intelligent, that is, according to the special attribute of health food without feeling, with the help of AI technology to guide customers to quantify their health status, precise nutrition supplement, and get rid of the dependence on personnel promotion."
Wang Dahong, Secretary-General of Market Working Committee of China Healthcare Association
Fast digestion, specialization, intelligence, among the three key points, can grasp and implement a little, there will be a great breakthrough, such as Zhengzhou Bao Lang.
Li Anwei, general manager of Zhengzhou Bao Lang, said that Bao Lang's "Magic weapon for growth" can be summed up in four points, namely "missionary" belief promotion; Full interactive marketing; Sales by means of distribution; 360's return visit mechanism.
Li Anwei, general manager of Zhengzhou Bao Lang
Of course, there are still obstacles to creating a "second category."
"We started from nutrition products and started to make milk powder in 2013. The common pain point of stores for nutrition products is that they clearly know that nutrition products have great potential and have subjective intentions to do it, but 'things backfire'." Greenson general manager Shen Zhiqiang said.
"On the one hand, input-output is disproportionate. In Guangdong, for example, many retail customers and brand owners do explosive marketing together, which brings some results. Behind the vigorous blasting activities and surging popularity in the circle of friends, profits did not come up. The growth of the total amount of nutrition products is based on high input. The second is overrecommendation. Under the pressure of the target, the shop assistant will overrecommend the situation, causing some consumers to dislike, and even the loss of members."
Greenson General Manager Shen Zhiqiang
In this regard, Li Jianming, general manager of Maoming Aijia Baby Children, said, "It is inevitable that there will be shadows behind the sunshine. To some extent, overdraft customers will hurt customers, but we have no problem in choosing products, and we can help customers, so we will avoid this situation. Many stores in line with the original intention of "one hammer sale" to do, consumers will not use after buying, there will be a large number of returns, so the second step of explosive product marketing, must do a good job of sales consolidation and follow-up, so that consumers buy your products, and really use your products. Selling to customers is just the first step."
Li Jianming, general manager of Maoming Aijia Baby Children
So, there's no denying that "nutrition is a very important growth area for stores." Li Yuzhang, general manager of Parent-Child Fun, said, "One is incremental improvement, which is the increase of customers' awareness and demand for this category; Second, driven by the stock, the possibility of incremental realization lies in the existence of customers in the category itself. If customers buy milk powder with five or even 10 points, the increase is considerable."
Li Yuzhang, general manager of parent-Child Workshop
Yan Ling, a famous marketing expert, said, "At this stage, nutrition products are really a good window of opportunity for the baby industry to extend to families."
Yan Ling, a famous marketing expert
On the spot, more from the front line guide to share nutritional sales heart meridian.
Love baby Yuan women's baby department store Dawning store clerk Li Lizhen said, in order to sell explosive nutritional products to learn three points: 1. Observe the appearance, visual symptoms recommended; 2. Related sales, which can be entered into according to diseases; 3. Spring and summer nutrition.
Aiying Yuan women and babies department store clerk Li Lizhen
Chen Yadi, manager of Gaogangpo Station Store of 123baby in Guangdong, believes that nutrition marketing should be done well, and customer needs should be tapped through professionalism and trust. Familiar with product knowledge, carry out joint sales, and stick to it; More importantly, do a good job of nutrition after-sales service, follow-up visits, collect feedback, and publicity.
Chen Yadi, manager of Gaogangpo Station Store of 123baby, Guangdong
Therefore, it is not difficult to sell good nutrition products, said Wang Chen, editor-in-chief of Zhongtong Media. "I think there is a very important mistake in the nutrition specialty of maternal and child stores, which is to separate nutrition products from milk powder and complementary foods. The original milk powder sellers have no interest in nutrition products, so they will not sell well."
China Children Media editor Wang Chen
But from a higher level, "in fact, the essence of baby powder is nutrition, and the whole category of food is actually in the context of nutrition. So we need to stand on a higher level, through the understanding and awareness of health, nutrition of the huge need to finally give customers a complete solution."
This is the golden age of nutrition!
At the second China Nutrition Development Forum, China Children Media also launched the 2018-2019 Power List of China Nutrition Industry, which recognized the brands that have made outstanding contributions to the industry and the excellent channels that promote the vigorous development of the nutrition industry. The channel "Three New" award is hereby promulgated.
"Three new" namely: new benchmark, new mainstream, new vanguard.
