/ Daily News/July 29, 2022 GUANGZHOU - "The first thing I do after receiving milk powder is to look at the production date at the bottom of the can, which is really fresh", many consumers have left comments on the Tmall Jinlingguan store. For mothers, to buy milk powder for the baby is the most important thing, is not genuine, new is not fresh, is the most concerned about the two issues.
"The shelf life of infant milk powder is usually 2 years. Sometimes I go to the offline store to buy the milk powder, and sometimes I buy it online in the official store of the brand. When I receive the milk powder with the production date several months ago, even if it is relatively fresh. A consumer in Shanghai told reporters. Xiaoershengbo, a brand of milk powder in the Tmall mother-and-child industry, introduced that from production to delivery to consumers, a can of milk powder needs to go through product quality inspection, qualified delivery, allocation and warehousing, logistics and delivery, and some also need to pass the customs, random inspection and many other links.
In order to let the baby eat fresher rations, Tmall cooperated with the brand to start the tracing plan of milk powder source, optimize the supply chain from the source of the pasture, and launch 28 days of fresh direct delivery service -- no more than 28 days from the factory to the delivery, refreshing the concept of "fresh". Junlebao and Yili Golden Collar have taken the lead in launching the service.
"Since the transportation of exclusive milk source, we have been racing against time", the relevant person in charge of Jinlingguan.com introduced, in order to let the baby drink fresher milk powder, the raw milk will be transported in the cold chain of 4 degrees after leaving the pasture, and it will go to the milk powder factory in 2 hours. After the completion of production, 55 quality management processes will be required in the 7-day strict quality inspection. There are 112 processes and 453 quality control points. "Consumers can receive milk powder in 8-10 days after the production is finished at the soonest, which was unimaginable before."
Behind this, Ilikin leads the United Tmall innovative D2C contract performance model. When consumers place an order on Tmall, the brand directly delivers the baby milk powder from the source warehouse, greatly shortening the time from the pasture to the baby bottle. Consumers can also see on the logistics details page that the order has been released from Yili's official milk powder warehouse. The next day, the milk powder was delivered.
It is reported that the fresh direct delivery service is very popular with consumers. During Tmall 618 this year, Jinlingguan took a small test run, selling more than 14 million yuan of its milk powder alone, and Junlebao achieved nearly 5 million transactions. More brands will launch the service later.
For the genuine products that parents are particularly concerned about, Tmall launched the "genuine products tracing" service together with milk powder brands as early as 2019. By pasting the source code at the bottom of the can, each can of milk powder has an "identity card". Consumers can check the production, canning, transportation and other information of milk powder with one click by scanning Taobao on their mobile phones.
Since the epidemic, more and more consumers choose to buy all maternal and infant products online, and stock up on milk powder, diapers and other essentials for babies. Tmall has become the first online portal for maternal and infant consumption. It works with businesses to continuously optimize the consumer experience. It has cooperated with more than 50 maternal and infant brands to launch the customer service service of baby nurses to professionally answer all kinds of parenting questions.
< /p>After the National Health Commission and the State Administration for Market Regulation jointly issued the new national standards for infant formula in March last year, which are required to be officially implemented on March 22 next year, infant milk powder brands have updated their formulas one after another, making adjustments to proteins, fats, carbohydrates, trace elements and other components according to the new national standards. Launch higher quality infant milk powder products. Recently, Jinlingguan will also take the lead in Tmall online new standards of milk powder.
