In recent years, the market competition of infant milk powder has gradually changed from incremental competition to stock competition. In the severe situation, dairy enterprises began to focus on the adult organic whole milk powder market, to explore a new way for enterprises to seek new market increment. With the improvement of Chinese residents' living standards and health awareness, as well as the aging of the population, the adult milk powder market has brought a huge space for development.
Changes in consumer demand have also led to greater segmentation of adult milk products. Middle-aged and elderly people are faced with physical decline, immune function decline, nutrient absorption decline and other conditions, which are all promoting the continuous development of the adult milk powder market. Centering on the continuous upgrading of consumer demand, how to further segment the product category has become the focus of product focus.
The four new products launched by meiliyuan dairy are insight into this consumer trend, targeted, a combination of product strategies. If dairy enterprises want to seek a breakthrough, they must understand and control the two future development trends: first, further upgrading of products, upgrading of raw materials, product combination and product differentiation; Second, technological research and development has led to industrial upgrading and diversified and customized product formulations.
01
Dig deep into market segments
Through observation and comparison, it is not difficult to find that the current mainstream middle-aged and elderly milk powder in the market is high calcium as the main interest point, meiliyuan dairy industry to avoid market homogenization, upgrade the product nutrition ingredients, accurate population segmentation, to meet the more refined needs of consumers.
In the new products launched by meiliyuan dairy industry, there are sheep formula milk powder which aims at family nutrition, and sheep formula milk powder which aims at children. In addition to product segmentation, product subdivision is also reflected in the types of products, including maitongyou middle-aged and elderly formula sheep milk powder, which needs to pay attention to the fluctuation of glycemic index, and meitongyou middle-aged and elderly formula sheep milk powder, which needs to strengthen calcium elements and supplement brain power.
On this basis, meili dairy will adhere to the infant formula sheep milk powder as the core product category, steadily develop the adult milk powder business, expand the sheep milk powder market segment, enrich the product portfolio, to meet the needs of different groups of more accurate.
02
We will deepen omni-channel distribution
The accelerated layout of the dairy industry in 2020 will make the market competition more severe. Breaking the inherent boundaries, fine market segmentation, omni-channel distribution, may be able to win new opportunities for enterprises.
Meiliyuan dairy co., LTD. Carries out parallel online and offline sales channels to achieve symbiosis and win-win results with the channels. Online, such as taobao, Tmall, jingdong, etc., contributed to the performance growth; Offline fine cultivation of the terminal market, to improve the sales of a single store.
In addition, we organized professional offline activities together with maternal and infant stores and e-commerce companies to invite dieticians to share their professional knowledge of milk powder nutrition, so as to enhance consumers' recognition and favorable impression of the brand.
03
Strength makes a strong core
In the fine cultivation of market segments at the same time, meili source dairy always do not forget the original intention, to keep improving the attitude, to create high-quality products. Meiliyuan dairy selects the qinling mountains, the "dragon vein of Chinese civilization", and chooses the site of "China natural oxygen bar", the blue field, has its own alpine pastures, natural grazing more than 100,000 milk goats, eating natural Chinese herbal medicine tip, drinking clear mountain spring water, the goat milk produced by the natural more healthy, more nutritious. Relying on the whole industrial chain, fresh goat's milk is guaranteed to be powdered once, so as to retain the nutritional value of goat's milk to the greatest extent.
Since its establishment in 2008, meili dairy has successively passed the quality management system certification ISO9001, good manufacturing practice (GMP) certification, hazard analysis and critical control point (HACCP) system certification, integrity management system certification and so on.
In addition, meili dairy industry has won the "quality gold award" of China dairy industry association for three consecutive years. Meili yuan infant formula sheep milk powder also won the gold medal in the world food quality assessment conference in 2020, which has formed the powerful core of the enterprise.
At present, the development of adult formula milk powder industry has entered a new stage, formula upgrading, product expansion, brand building will become the new development direction of the milk powder industry.
In this context, relying on the double advantages of quality and formula, meili dairy strives for perfection, deeply develops market segments, and meets the precise demands of consumers. Focus on products, fine management, seek development and change, and create an extraordinary future of symbiosis, sharing and win-win.
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