On August 16, 2020, the Third China Baby Food (Zero Complementary Food) Development Forum hosted by China Children's Media and Maternal and Child Food Review ended successfully in Guiyang! The theme of this year's forum is: Diversity and Coexistence, Revitalizing rigid needs.
Co-sponsor: Ying Shang, Hao Limei strategic cooperation: talent scout
As early as the early stage of the preparation of the forum, countless friends in the industry who hold high expectations for zero complementary food have frequently expressed their enthusiasm for the forum to us. Whether it is the core topic of the conference "Pluralism and symbiosis, revitalizing rigid demand", or the attention and participation of many premium Zero food brands, more than 2,600 + channels, many big names in the zero food industry, industry leaders and enterprise leaders gathered at the scene also make this forum more starry and bright.
New environment new positioning, the pursuit of zero complementary food to revive just need
"After the pandemic, there are a lot of segments that have changed a lot, and in those segments, we find that the changes in baby food are more obvious, and there are a lot of different formats that bring great thinking and challenges." At the third China Baby Food (zero complementary food) Development Forum, Liu Lin, general manager of China Children Media, talked about the changes in the environment for mothers and babies.
"The diversity of zero complementary food" is also the new image of zero complementary food in people's eyes. In the past, zero complementary food was regarded as a supporting role by many people in many industries. The change of image is attributed to the active upgrading and upgrading of zero complementary food industry from the inside out and the spontaneous establishment of professional knowledge system. An obvious example is that in the live broadcast outside the forum specially opened, the booths of non-complementary food brands such as Yingshan, HolyBaby, and Talent Scout not only attracted a large number of guests, but also received warm responses from the audience on various platforms such as Douyin and Kuaishou under the live broadcast footage of the young anchors of the China Baby Food (non-complementary Food) Development Forum. The Third China Baby Food (Zero Complementary Food) Development Forum has broken through the space limit by means of live streaming, and the number of "cloud attendees" is unpredictable.
The third baby Food (zero complementary food) Forum vitality scene
The market value of zero solid food has been recognized by the industry, and how to face the reality of the development of zero solid food industry is the focus of this meeting.
"The epidemic has been a wave, but in the first half of this year, Zero food stores performed better than other categories." This is the founder and chief planner of Zhongtong Media, Mr. Roweng's professional summary of the current zero complementary food market, Mr. Roweng said: "The zero complementary food market has entered the phase of zero supplementary differentiation, supplementary food needs to brand, snacks need to concepturalize, to do a good job of zero supplementary food, to revive the riggs imperative."
Jiang Lixin, general manager of Yingshang, shared his understanding of the revival of the demand from the three dimensions of "users, products and models". Jiang Lixin said, "' For Zero, the best opportunity is to warmly embrace the new generation of users! "To dig deeper into the needs of the new generation of consumers and grab minds, we need to start where consumers like and have a memory point."
Similarly, Liu Huarong, general manager of HolyBaby and Chief operating officer of Yumi Doyumaido China, also shared the key point to revive the demand for zero solid food: "In view of the pain points of the new generation of consumers, we should continue to dig deep into the product strength, make functional zero solid food that can truly solve the problems of consumers, and realize the self-marketing of zero solid food category."
In this meeting, Jiang Bo, deputy general manager of Anganute, Zhuang Lili, general manager of Yiwei, Zeng Xinying, general manager of Shangrao Grupi, Wang Chaoqun, president of Lagouba, Wen Ying, general manager of Guilin Beauty and Liu Jiangwen, executive director of Nanguo Baby expressed the need of food for stores from the perspective of brand owners and maternal and child chain based on their own market operation experience.
Sharp viewpoint
For example, Jiang Bo, deputy general manager of Anganute, shared: "Although Anganute was born in nutrition products, nutrition products have also appeared the trend of snacking. Under such a background, Anganute resolutely crossed over into the zero complementary food industry and launched a new brand scout."
At the end of the dialogue, Liu Jiangwen, executive director of Nanguo Bao, sincerely touched many participants: "Milk powder alone can no longer support the profits of maternal and infant stores. People say that they attach importance to zero complementary foods, but there are few actions. Store owners need to pay attention to it and enterprises need to take a long-term consideration, so that zero complementary foods can become the baton of milk powder."
(Photo sequence: Liu Lin, General Manager of Zhongtong Media; Luo Wengao, founder and chief planner of Zhongtong Media; Jiang Lixin, general manager of Yingshang; Liu Huarong, Chief Operating Officer of China, Youmi Doyumaido, general manager of HolyBaby)
First-line voice, data, marketing experts, multiple perspectives to break the ice zero complementary food
The second half of the conference, is mainly around the zero food category how to break the ice. After the epidemic, stores, online, community, food channels are more and more diversified, agents rethink to zero complementary food enabling all-channel marketing.
Guizhou Fuxing Jintong business general manager Wang Peigen believes that this generation of Bao Ma look at the level of appearance, zero complementary food should put "look" in the first place, so it is very important to adjust the display, packaging.
He Jian, deputy general manager of Sichuan Fuliu, believes that the zero food live broadcast is very popular, but emphasizes the function of live broadcast to bring goods will make people tired. Now most of the groups serving are the post-90s treasure mothers, more need to communicate with them and educate consumers.
Wu Shunzhen, general manager of three Zhen business, has a lot of experience in educating consumers: everyone's attention is not only the quantification of zero complementary food, or for children's nutrition and health, have the responsibility to the baby in eating zero complementary food stage to do some responsibility to inform and dial.
Next, He Man, a famous data research expert and lecturer of Taobao University, released a Survey Report on Consumption Preference of Baby Food, which brought "good news" to the baby food industry. According to the platform data, in the search volume of maternal and infant videos and content on Douyin and Toutiao in 2020Q1, the attention of "nutritious food" on Douyin and Toutiao platforms increased sharply. From 2019 Q4 ranked top 3 and Top 4 on Douyin and Toutiao platforms, to 2020Q1 ranked top 1top2. From the active search behavior of users in information and videos, it can be seen that the market's interest in nutrition and complementary food products.
Wang Jun, the founder of Jindou live broadcast, made the final appearance, began to talk about "how to bring membership value to the store live", the scene to do live doggerick: "a treasure mother powder, the value of ten thousand yuan, want to add powder fast, small gift with you, as long as the money points, the staff is really smart, with a small cheap, treasure mother is not separated. Humorous tunnel zero food live ice-breaking period attaches great importance to enhancing viscosity, content output and interest output.
(Pictures are He Man, a famous data researcher and lecturer at Taobao University, and Wang Jun, founder of Jindou Live.)
Finally, the annual China Baby Food (zero solid food) Industry Strength Award ceremony was held successfully.
Everyone adds wood to the flame is high, in the industry to revitalize the need for unremitting promotion, zero complementary food category further from the rise!
