Without the outbreak, 2020 should have been a reshuffle year for the sheep milk powder industry, but now the epidemic has come -- and the reshuffle has intensified.
The epidemic is a magnifying glass, before the industry is in a period of rapid expansion, all problems will be covered up by growth, but now, the market stagnation or even contraction, the problem will be exposed in an extreme form - there is no business consumer brand, during the epidemic will be further "lost contact" with consumers; Usually, the cost of enterprises with weak supply chain will be further increased during the epidemic. Usually and the channel connection is not close to the enterprise, during the epidemic will be difficult.
It can be said that the epidemic amplified the Matthew effect, and it was also a good time for powerful enterprises to harvest the market. For example, the national brand He's did not slow down during the epidemic period, but also made two big moves while supporting the front line and offering love (the total value of two donations was 10.338 million yuan).
Strategic action: First special medicine sheep milk powder, fill the gap in the industry
On February 19, the "Construction Project of Special Medical Formula Sheep Milk Powder Production Line" was officially launched in Longxian County, Shaanxi Province, which is a milestone event for Heshi Dairy and the whole sheep milk powder industry.
As is known to all, formula food for special medical purposes is specially processed and formulated to meet the special needs of nutrients or diet of people with dietary restriction, digestive and absorption disorders, metabolic disorders or specific diseases. As a way of nutritional supplement, special medical food plays an important supporting role in treatment, rehabilitation and maintenance of body functions.
With the coming of the aging society, Chinese medical pressure is increasing day by day, coupled with the catalysis of the epidemic, people's attention to nutrition and health has been pushed to the peak, and the special medical food industry has ushered in a significant development opportunity. Data show that the global market size of special medical food is about 56 billion to 64 billion yuan, and the annual growth rate is 6%. In the past few years, Hong Kong's special medical food market has developed rapidly, with an average annual growth rate of 37%, but the mainland market is just starting and has a huge space.
And "Special Mix powder" is an important entry point for people of all ages.
Special powder represents a higher level of research and development, in the field of sheep milk powder is a "no man's land". At present, there are only 19 enterprises approved to produce special medical formula food in China, among which 10 are foreign large international enterprises and 9 are Chinese enterprises. It is a typical "spire market" and a competitive place for big players in the industry.
He's become the first sheep milk powder enterprise involved in this field in China, which can not only further consolidate its position in the industry, raise the competition barrier, but also seize an important strategic commanding point for Shaanxi sheep milk industry chain plan of 100 billion yuan.
Tactical moves: Aim for "immunity" and respond quickly
At the same time, He's not missing the "immune tuyere" caused by the epidemic. If the former is the height, then the latter is the speed.
Not long ago, He's launched three Yuanen series sheep milk powder, respectively from three nutritional dimensions, aiming at the most urgent pain points of immune health in the current market.
The first is Yuan En "lactoferrin + colostrum + probiotics" formula sheep milk powder. Among them, lactoferrin and colostrum powder (IgG), as highly sought after immune nutrition elements, have antibacterial, bactericidal and antiviral effects, and the addition of bifidobacterium lactoidum Bi-07 can adjust the balance of flora in the intestinal tract, the largest immune organ of the human body, so as to facilitate immunity.
The second is Yuan En "Decidobacterium formula sheep milk powder". As the name implies, it is the sheep milk powder added with Lactobacillus acidophilus, Lactobacillus rhamnosus, Lactobacillus casei, Lactobacillus plantarum, Lactobacillus bulgarium, bifidobacterium bifidum, Streptococcus thermophilus, bifidobacterium infantile, bifidobacterium lactobacillus and bifidobacterium animalis 10 kinds of lactobacillus. It not only tastes rich and no sucrose, A variety of active lactic acid bacteria can also regulate intestinal tract bidirectional, form antibacterial biological barrier, improve the body immunity.
The third is Yuanen series "Whole sheep milk powder", which takes fresh goat milk as raw material and is rich in calcium, iron, zinc, selenium and multiple vitamins. Adhering to the scientific concept of "comprehensive nutrition and balanced ratio", it has no sucrose and zero addition, which ensures the natural pollution-free from milk source to finished product and brings comprehensive nutrition and health to the body.
It is understood that there are a total of 5 new products of Wo's Won En series, in addition to the above 3, 2 more will be unveiled soon.
At present, the epidemic is still anxious, there is no specific medicine for the virus, it can be said that immunity is the biggest "specific medicine", and He's in the difficult period of the epidemic, launched a series of new actions according to the time, rapid response, accurate pointing, showing the strength and courage of the local "leader".
The epidemic is the best testing ground. Enterprises in this big test, is trapped in the environment, sitting on their hands and feet, or take the initiative to change, the results are very different, even if the former escaped today's epidemic, will be eliminated by the more severe market competition tomorrow.
