On August 15, 2020, the Third China Nutrition Development Forum hosted by China Children's Media and Maternal and Child Nutrition Review ended successfully in Guiyang! The theme of this year's forum is "Order Differentiated Growth".
Chief co-sponsor: Angela Newt
Co-sponsored by VegeGel, Biostime
Strategic cooperation: Nutri One Nutrition, Neptune Times Energy, Life Sunshine, Slaite New Sit, Neumans /Neuromins, Junlebao
The name of the dinner: Huiyouxi
As early as the early stage of the preparation of the forum, countless friends in the industry who hold high expectations for nutrition products have frequently expressed their enthusiasm for the forum. Whether it is "order, differentiation, growth" these core topics of the conference, or many nutrition quality brands, more than 2600+ channels of attention and participation, gathered many nutrition industry celebrities, industry leaders, enterprise leaders also make this forum more star bright, bright.
Special thanks, Chief co-sponsor: Angie Newt
Pursue a "quality second category"
"After experiencing the baptism of the epidemic, nutrition market has completed the transformation from 'extensive operation' to 'fine operation'. If nutrition was called 'second category' before because of its continuous growth rate, then in the current market, the title of 'second category' of nutrition should be more quality." In the third China Nutrition Development Forum, not without deep meaning to preach.
"Better quality" is also the new image of nutrition products in people's eyes at present. The change of image is attributed to the active upgrading and upgrading of nutrition products industry from the inside out and the spontaneous establishment of professional knowledge system. This positive attitude of in-depth cultivation of the industry also makes people look forward to the development of nutrition products more. An obvious example is that in this special live broadcast of the forum, The booths of nutrition brands such as Angeluette, VegeGel, Biostime, Nutri One Nutrition, Neptune Power, Life Sunshine, Slaite New Sit, Neumans /Neuromins, Junlebao and Huiyouxi not only attracted many guests to stop and watch. Under the live broadcast footage of the small anchors of China Nutrition Development Forum, the audiences on various platforms such as Douyin and Kuaishou also responded with enthusiasm. The third China Nutrition Development Forum has broken through the space limit by means of live broadcasting, and the audience number of "cloud attendees" is unpredictable.
(Picture order is: Anginuit, VegeGel Vegegel capsule, Biostime, Nutri One Nutrition, Neptune Energy, Vital Sunshine, Slaite New Sit, Neumans /Neuromins, Junlebo, Huiyouxi booth)
The market value of nutrition products has been recognized by the industry, and how to make nutrition products become the real "second category" in stores is also the focus of this meeting. "Waves do not change the trend, but the recent turbulence is inevitable" is the founder and chief strategist of Zhongtong Media, Mr. Rowengao made a professional summary of the current nutrition market, Mr. Rowengao said: "Nutrition market has entered the new cost-effective era, quality improvement is the basis of cost-effective. In the operation of nutrition products, should be close to the professional popularization, brand youth, brand visualization, consumption of the whole family of these four directions."
For the new era of nutrition growth, Zhu Yinhong, president of Anginute, shared his understanding from the three dimensions of "professional, standard and brand". Zhu Yinhong said, "' Professional, standard and brand 'are the three boosters of the new era of nutrition growth. Professional refers to the professionalism of maternal and child stores, nutrition products professional; Specification refers to the professional specification, market management specification, store operation specification and product specification; Branding is about both brand endorsement and consumer word of mouth."
Zhang Xiaojun, vice president of Erkang Pharmaceutical International Big Health Division and master of biochemistry and Molecular biology, made an in-depth interpretation of the advantages of plant capsules in maternal and child nutrition products to the participants. Zhang said: "The main form of maternal and child nutrition products are soft capsules gel candy, the safety of capsules determines the effectiveness of nutrients. And the use of pig skin, cow bone and other raw materials, through the strong acid, strong alkali method of animal capsules compared to plant starch, plant glycerin and purified water as raw materials made of plant capsules are more safe and pure."
Xu Zhan, general manager of sales of BNC China of Jianhe Group, said in the theme of "Evolution of Origin, Subversion and Growth" : "There are four major pain points in maternal and infant nutrition category at present: the first is the lack of national leading brands; Second, the lack of clear category planning; Third, lack of professional sales skills; Fourth, the lack of sustained innovation and education. Whether to conquer these four points or not determines the upper limit of the future development of nutrition brands."
Cheng Yan, general manager of Funuo Health (Huiyouxi), made a profound interpretation of the road of the second category of nutrition products in the maternal and infant industry. Cheng Yan believed that: "There are two fundamental reasons why maternal and infant nutrition products are difficult to compare with adult nutrition products. First, maternal and infant nutrition products focus on 'enhanced' solutions, while adult nutrition provides' alternative 'solutions; Second, category resources are scattered and the market lacks leading brands."
With regard to the new marketing mode of nutrition products -- professional fast moving consumer goods, Gong Huaming, general manager of Shenzhen Haiwang Health Technology Development Co., LTD., said, "Developing nutrition products that Bao Ma is familiar with, displaying at the 'checkout', recommending products with 'one sentence', pricing products with 'no purchase burden' and allowing customers to 'each hand', this is what we are trying to 'fast selling nutrition products'."
For how to develop the new service of nutrition marketing, An Yong, general manager of Junlebao nutrition Division, believes that: "Customized nutrition products for the channel is a big kill for Junlebao nutrition products into the channel of maternal and child stores. This kind of customization, from Junlebao strong nutrition self-research ability."
In this meeting, Song Haihua, president of New West, Zhao Xinlei, general manager of One Nutrition Marketing, He Jian, deputy general manager of Sichuan Fuliu, Chen Jianning, general manager of Baby Love Station and Chen Yan, general manager of Baby Place, expressed their views on how to reverse the difficult marketing of nutritional products since the second quarter from the perspective of brand owners, agents and distributors, based on their own market operation experience.
(The pictures are in the following order: Mr. Liu Lin, General Manager of Zhongtong Media, Mr. Luo Wengao, Founder and chief planner of Zhongtong Media, Mr. Zhu Yinhong, Chairman of Anginuit, Mr. Zhang Xiaojun, Vice President of Erkang Pharmaceutical International Big Health Division and Master of Biochemistry and biomolecular Science, Mr. Xu Zhan, General Manager of BNC China of Jianhe Group, Mr. Cheng Yan, General Manager of Funuo Health (Huiyouxi), Mr. Gong, general manager of Shenzhen Haiwang Health Technology Development Co., LTD An Yong, General Manager of Nutrition Division of Huaming and Junlebao)
Policy, data, a line of voice, multi - perspective interpretation of nutrition
In the second half of the meeting, Ding Gangqiang, director of the Institute of Nutrition and Health, Chinese Center for Disease Control and Prevention, and vice president of the Chinese Nutrition Society, gave an authoritative interpretation of the policy trend of maternal and infant nutrition products in the theme of "New Situation and New Economy, Development Trend of nutrition Products". Ding Gangqiang said: "Since 2015, the Chinese government has taken a number of actions to improve national nutrition and health. 2020 is a decisive year to achieve the goals of the National Nutrition Plan. In the Law on the Promotion of Basic Medical Care and Health, which will come into effect on June 1, 2020, Article 74 states that the state establishes a nutrition monitoring system. We will implement nutrition intervention programs in economically underdeveloped areas and key populations, carry out nutrition improvement actions for minors and the elderly, and advocate healthy eating habits to reduce the risk of diseases caused by unhealthy diets."
National policy endorsement is a tonic for the healthy development of the nutrition market. In the current new era, the change of young consumers' behavior habits also makes the digital transformation of the maternal and child industry must be put on the agenda.
Yang Dehong, a famous big data expert and chairman of Miya, said in the theme "Where's Mom?" The Road to Digital Transformation of the maternal and child Industry: "There will be seven key changes in the future of retail: From transactional to experiential, from sales to satisfaction, from mass to relevance, from owned to platformized, from merchant-driven to data-driven, from static to dynamic, from digital stores vs. physical stores to digital stores vs. physical stores."
Practice is the only standard to test truth. Gao Dongmei, president of Zhongtong Research Institute, through the visit experience of Zhongtong team in nearly 30 days, 57 cities and 132 channels, for the current nutrition market refined the judgment of "downturn does not mask the vitality", Gao Dongmei said: "At present, there are a series of problems in the nutrition market, such as brand differentiation, poor product continuity, many and miscellaneous selling points of categories, and increasingly difficult marketing. The nutrition market will follow the development law of large consumer goods, and the traditional 'sell more' model will become ineffective. The sales model of large and complete, small and beautiful nutrition products may become the mainstream.
In the following "Editor-in-Chief one-on-one" session, a number of regional benchmark channels have shared their views on the topic of "N models of nutrition growth under the chaos". Shen Zhiqiang, general manager of Green Son Trade, thinks: "Some niche brands are very good at doing treasure mother fission, the drainage cost is very low. We need to find the stores that have the new genes."
Liu Jiangwen, executive director and general manager of Nanguo Bao, said: "We should pay attention to the single customer economy: from commodity management to customer management, from market share to customer share, from waiting for customers to stores to door-to-door service."
Li Yuzhang, general manager of Foshan Parent-Child Shop, also shared: "Nutrition products are to promote large orders, up to tens of thousands may be possible, because she does not buy during activities, let alone expect them to buy at ordinary times."
Yan Lin, general manager of Guiyang Milk Supply Company, said: "Many stores are not enthusiastic about nutrition products, think the volume is too small, not interested. So upstream has to dare to invest, empower stores, do volume up, exceed their expectations."
Yan Lin, general manager of Guiyang Milk Supply Company, the sales and profits of nutritional products are obvious to all. However, some short-term nutritional brands are vicious and disruptive, so that the establishment of nutritional market reputation has repeatedly fallen into a deadlock. For how to achieve the synchronous development of nutritional sales, profits and reputation, Dai Mingyong, general manager of Sichuan Jinrui Trade, Li Anwei, general manager of Bao Lang, Zhang Xiaoying, CEO of Aiying Beimei, and Zou Bojun, chairman of Wawa Country, expressed their views.
At the end of the meeting, Wang Chen, editor-in-chief of Zhongtong Media, made a summary of the wonderful speeches of the participants, and made a professional and in-depth analysis of nutrition products. His insightful insights and humorous language won the applause of the guests.
(Photo sequence: Ding Gangqiang, Director of Nutrition and Health Institute of Chinese Center for Disease Control and Prevention and Vice President of Chinese Nutrition Society; Yang Dehong, chairman of Miya, famous big data expert; Gao Dongmei, president of Zhongtong Research Institute; Shen Zhiqiang, General manager of Lvchen Trading; Liu Jiangwen, executive director and general manager of Nanguo Baby; Li Yuzhang, general manager of Foshan Parent-Child Workshop; Wang Chen, Editor-in-Chief of Zhongtong Media)
At the end of the meeting, the dinner continues, starting with an exclusive dinner named by Huiyouxi.
At the dinner, the annual China Nutrition industry strength award ceremony was successfully held, and the honor of maternal and infant nutrition people was added. At this moment, all the hard work was worth it!
