On August 14-15, 2020, the Third China Nutrition Development Forum hosted by China Children's Media and organized by Maternal and Child Nutrition Review will be held soon!
Chief co-sponsor: Angela Newt
Co-sponsored by VegeGel, Biostime
Strategic cooperation: Nutri One Nutrition, Neptune Times Energy, Vital Sunshine, Slaite Neositer
The name of the dinner: Huiyouxi
The theme of this year's forum is "The Second Category: Order, Differentiation and Growth".
Article | ZhongTong media
In recent years, the importance of maternal and infant nutrition has been widely recognized by more and more maternal and infant channels.
At the same time, due to the influence of factors such as the importance of each store system, the professional degree of the clerks, the category structure of the stores, and the regional consumption characteristics, the proportion of nutrition products in maternal and child stores varies from a few percent to dozens of percent, but the overall proportion is steadily increasing. Predictably, it is no longer just possible, but a matter of time, for nutrition to become the second category in stores.
The significance of nutrition products becoming the second category in stores is extraordinary, which marks the establishment of the position of non-draining category in the core category of stores, the gradual transformation of non-rigid category into rigid category, and the great adjustment of the category management ideas of stores.
The epidemic has accelerated the adoption of nutritional products as the second category in stores. The marketing logic of nutritional products is driven by cognition, professionalism and quality in the channel end, and cognitive in the consumption end.
Basically, the epidemic solved the problem of cognitive drive once and for all. It not only popularized the knowledge of nutrition and health and established the concept of nutrition and health for all people, but also fundamentally changed the perception of the importance of nutrition products by store owners and shop assistants (nutrition products are not just profitable categories, but really effective and useful products).
However, the epidemic also disrupted the original nutrition brand, quality of the pace of the process.
Panic psychology leads to the influx of inferior currency products during the epidemic period, and after the epidemic, a large number of products are squeezed, prices collapse, quality cannot be guaranteed, services cannot be followed up, and market order is in disorder, which has put a great pressure on long-term brands.
In this situation, the differentiation of nutritional products brands is an inevitable trend, which is significantly different from the simple differentiation between long-term brands and speculative brands in the past. In addition to the fact that bad currency brands will be phased out gradually, there will also be differentiation among long-term brands. Brands with strong service ability, high channel stickiness and effective innovation of terminal enabling means will have more competitive advantages.
In the future, growth is the main melody of nutrition products, but the growth is in order reconstruction, brand differentiation based on the spiral growth.
On August 14-15, China Children Media will hold the 3rd China Nutrition Development Forum. At that time, celebrities in the nutrition industry, industry leaders, enterprise leaders, marketing celebrities and many media will gather together to discuss the future development of maternal and child nutrition products based on "the second category: Order, differentiation and growth".
