In recent years, when chatting with friends in the maternal and infant industry, the most frequently said thing is "business is too difficult!"
Product homogeneity is serious, stores do activities all year round drainage, customer acquisition cost is getting higher and higher, membership maintenance difficulty increases...... This year's epidemic on the store customer flow is very big impact.
When the sales growth of "milk powder" and "diapers", which meet the basic needs of maternal and infant head products, gradually slowed down, practitioners also began to adjust the proportion of categories and expand the originally lightweight subcategories. Nutritional products and leisure food (snacks) have become the fragrant momos in the maternal and infant industry. It has become a consensus to cut the consumption of maternal and infant groups into family consumption and find the increment from the stock.
According to Alibaba platform statistics, it is estimated that China's snack market is expected to exceed one trillion yuan in 2021, among which infant snacks occupy a very important position.
How to make snacks fit into the trend of healthy consumption? Zhejiang Berisen Trading Co., Ltd. introduced Castus, a Danish brand of pure dietary fiber snacks, into China, aiming at this segment of infant snacks. Its flagship product, Castus, a single product that sells 50 million a year in Denmark, has opened the door to fiber snacks for babies and toddlers.
In addition, for the strong operation of Berison team, their series of extraordinary operations, let all downstream channel operators feel the maximum value and significance of cooperation with this new brand: to define the product (category) with the scene, with the brand potential to bring long-term traffic to the store.
This will undoubtedly bring a new breaking path to the mother and child channels experiencing growth difficulties at present and in the future!
Path 1: Focus on product quality and become a substitute in China's infant snack food market
We often see a variety of adult dietary fiber health products and snacks in the circle of friends, but rarely see infant dietary fiber supplement products, especially those suitable for the taste of babies.
At present, most of the treasure mothers rely on complementary foods and vegetable and fruit mud to supplement the dietary fiber needed for the healthy growth of the baby, but because the baby does not like to eat, the baby's small intake, as well as the production process is too fine and other problems, the baby's actual intake of dietary fiber has a large deviation, resulting in many babies with indigestion, constipation and other gastrointestinal problems.
Castus Fruit Fiber Bar was born in Denmark. It is a pure natural snack brand. It is manufactured with natural ingredients, 100% clean label, no chemical addition and no artificial dilution. The formula is also adjusted for the Chinese market. Based on the original formula, the pulp content is increased, the sugar is reduced, and the product is healthier and more nutritious, which is more suitable for the taste of Chinese babies.
Castus Fruit fiber bar uses natural dates as the base, adding blueberries, strawberries, kiwifruit and other pulp and various nuts, NRV dietary fiber reaches more than 40%, just one fruit bar is equivalent to 65 grams of apple dietary fiber content. The super high dietary fiber content is unmatched in the market for baby snacks.
Among them, in addition to being A natural sweet, dates also have high nutritional value. Each date can provide 1.6 grams of dietary fiber, and contains vitamin A, vitamin K, potassium, selenium and other components, which can provide daily energy for babies. Fruits and nuts also provide a variety of energy, vitamins, micronutrients, unsaturated fatty acids and other nutrients that your baby needs to grow up. They are good meal choices for babies who do not like to eat fruit and parents who are worried about their baby eating too much snacks.
Meanwhile, depending on the addition of different ingredients, Castus Fruit fiber bars can be used as a snack and meal for babies over 6 months of age, with no upper limit on age, or as a nutritional supplement during pregnancy to help expectant mothers with problems such as constipation during pregnancy. In Denmark, kindergarten teachers and parents like to snack on it at 10 a.m. or 4 p.m. What's more interesting is that because of the thin shape and bright color of the fruit food fiber bar, parents and children can also play various parent-child interactive games such as grabbing fruit bar while "sharing a meal".
Break the game path two: build brand IP, use brand potential energy as the channel drainage
"Press goods, promotion" is the brand of channel business to try the usual action. But when the market is down, this move will make all channels suffer. Channels need to really bring traffic to them, the realization of moving pin partners, rather than only know blindly behind the whip, do not know ahead of the open road cooperation.
Moreover, the "no lowest price, only lower price" promotion not only damages the interests of both upstream and downstream, in the hearts of users are increasingly unable to lift the water.
In fact, China's family consumption of childcare has become more scientific and high-end, and mothers have shifted their focus from price to quality. According to the sales data of baby food on Taobao platform, among the sales of baby goods, the proportion of sales of goods above 1,000 yuan increased from 15.12% in 2018 to 26.55% in 2019.
"Now many maternal and child products are in a price war, but this is not a long-term solution, many brands after a little bit of price pressure can no longer stand up, not only hurt the brand itself, but also drag down the channel and stores." "From the very beginning, we chose high-end snack brands and created boutique brands to give full play to the advantages of the brand," said the marketing director of Beresen.
How to give full play to brand advantages? Do content!
Beyond products, content is the best way for users to truly perceive brand value. Only continuous superposition, innovation, output content, can really play a brand IP potential energy effect.
So what is content? Products, events, brand stories can all be content.
Take product packaging, for example. Kastus's dietary fruit strips are long and thin, resembling intestines, and the whole design is so lively and childlike that when users have not tasted them, they are greeted by a "cute" "intestinal uncle" calling us to buy them. After eating it, your entire gut seems to wiggle and move..... So an imaginative brand has more vitality.
This is also Berison for the global selection, after careful investigation of hundreds of food manufacturers around the world, the NRV(nutrient reference value) of all products for strict comparison and in-depth understanding of the brand story, the final selection of 68 years of history of the Danish brand Castus (Castus) brand, And is committed to building it into a noble snack industry, unique, high contribution rate of the "Taurus commodity".
"Jinniu Commodity" not only needs to meet the demands of the majority of users for both nutrition and taste, but also needs to achieve long-term sales and achieve greater brand explosive power in the future by bringing huge sales and profit space to the cooperation channels.
Path three: Develop scene marketing, comprehensive market support channel marketing
Castus has a very clear long-term plan when it comes to channel selection. In many channels to select consistent business philosophy, confidence Castus brand to do fine partners, and to give these partners comprehensive, stable market and brand support, to ensure the long-term interests of partners and business security.
It is understood that Kastus from Denmark will fully implement the "Fairy Tale Kingdom Marketing Plan" from September 2020. It not only sells the second creation of "Children read together" Danish fairy tale small picture books in both Chinese and English, but also plans and prepares rich and versatile parent-child fairy tale interactive activities for partners, which will not only attract users but also enhance user adhesion.
"After they become parents, they also don't like to put on the AIRS of being parents all the time. They prefer to be friends and play with their children." "Said Berisen, the equally young head of the Castus brand operations team.
"Therefore, our mission is to let users perceive our brand values through channels: fight for delicious fruit food fiber bars together, imagine and explore more realistic dreams like fairy tales!"
Is this not the general view of parenting of this generation of main consumers of mothers and children?
Do retail, can not escape the customer price and passenger flow two indicators. However, as the birth rate declines again and again, the customer flow is divided by live streaming, big e-commerce platforms, vertical e-commerce, and next-door stores. It is difficult to attract customers, deepen customers, and raise the price of customers only with milk powder and diapers, etc. Therefore, we must fundamentally have the "user thinking", gain insight into users' needs, open new consumption scenarios for users, empathize with users, and play with users happily.
From the heart to the emotion, until the moving pin!
We are looking forward to seeing whether Castus from Denmark can turn the infant dietary fiber market into a blue sea and start to ride the wave in China's maternal and child market.
