Nutrition is a healthy need of the human body and is especially important in childhood. And nutrition products have also entered the mother and baby channels very early. There is demand, there are channels, why after years of development, nutrition products are still growing, and have not yet become the "second sales category and the first profit category" of the maternal and infant industry?
The domestic nutrition market atmosphere is very complicated, which is one of the important reasons for the development of nutrition products.
First, the nutrition industry is mixed, and there are many people who touch fish in muddy waters, and there are fewer real "dragons", and the field has not yet developed an absolutely representative consumer brand to lead consumption.
Second, the domestic nutrition market is not professional enough, from the brand end to the channel end, and then to the consumer is unprofessional, the brand can not provide professional ideas and products, can not well empower the channel, and consumers also lack professional knowledge to distinguish between good and bad.
Third, the new generation of post-90s/95 consumers entered the market, and the change of consumption habits and consumption concepts also brought a great impact to the market, and the traditional product concept, nutrition guidance and other aspects must be innovated and adjusted.
As an international brand focusing on high-end maternal and infant nutrition, Based on the insight of the market environment, Lejia Shanyou has gradually formed four key positions in the process of deepening the industry for more than ten years - internationalization, specialization, technology and fashion. These four keywords are actually the core strength most needed for the development and growth of the nutrition industry, and Lejia Shanyou took the lead in giving the industry a model.
internationalization
The internationalization of domestic nutrition products began very early, but most of them stayed at the primary level, "take-ism" uses imported raw materials, and with the continuous integration of domestic nutrition products and the international market, the internationalization of nutrition products should enter a higher level of selection and even the level of cooperative research and development.
Lejia Shanyou algal oil DHA is imported from the United States, strictly implements GMP production standards, has Life's DHA patented technology, passes the US FDA certification, and undergoes safety verification in the European and American markets. Moreover, even in the case of a significant increase in factory production costs and customs clearance costs, Lejia Shanyou still insists on using american original production and imports, in order to adhere to international high quality.
Lejiashan Probiotics is also a model of internationalization.
The research and utilization of probiotics, including production, is a high-tech industry that needs the support of international forces, not only needs to isolate and extract live bacteria that are beneficial to the human body from hundreds of millions of bacteria, cultivate them separately, and maintain activity in vitro, but also needs to effectively productize the isolated probiotics, select excellent bacteria, scientific quantity, effective proportion, and ensure their effectiveness during the shelf life.
And always adhere to the international Lejia Shanyou, the selection is Chr. Hansen LGG and Bb-12, these two strains are the first batch of probiotic strains listed in the Ministry of Health for infant food, with nearly 5,000 clinical trials, much more than all other probiotic clinical trials combined, is the most fully demonstrated probiotic strain, good safety, high stability, comprehensive efficacy.
Among them, Lejia Shanyou direct drink type probiotics add 6.5 billion vitality probiotics per strip, no need to mix, melt in the mouth, especially add prebiotic fructooligosaccharides and sustenose, help probiotics, with LGG and Bb12, "1 + 1 greater than 2".
specialization
The brand slogan of Lejia Shanyou is "focusing on mother and baby, nutrition worry-free", which is also an important embodiment of Lejia Shanyou's ultimate professionalism.
In terms of products, Lejia Shanyou focuses on the maternal and infant population, specializes in maternal and infant health, and has carried out differentiated innovations for many products to better adapt to the maternal and infant population.
For example, Lejia Shanyou Milk Calcium, specially developed for the maternal and infant population, after long-term raw material screening, nearly a year of formula testing, and finally launched two milk calcium products: milk flavor and cranberry flavored milk calcium.
Lejia Shanyou Milk Calcium selects the natural milk calcium source imported from Arla, Denmark, adopts micro-encapsulation technology, calcium and iron supplementation, suitable for mothers and babies. In order to adjust the taste crunchiness of milk calcium products and maintain a balance between hardness and chewing, Lejiashan gave priority to more than 60 experimental proofs to strive for excellence.
At the same time, in terms of ingredients, Lejia Shanyou also fully combines the characteristics of the maternal and infant population and is professional and sophisticated.
First, Lejia Shanyou milk calcium is rich in precious natural calcium absorption factor - New Zealand colostrum alkaline protein CBP, which helps the baby absorb calcium, form bone, and strengthen the effect of calcium supplementation;
Second, the use of isomaltultanol instead of white sugar, because too much intake of sugar in the maternal and infant population will cause problems such as high blood pressure in pregnant women, isomalt ketool in addition to avoiding such hidden dangers, in order to enhance the taste, delicious without tooth decay, promote the proliferation of probiotics in the body and other aspects of the blessing;
Third, Lejia Shanyou milk calcium without added flavor, is a solid tablet, stimulates children's brain development during chewing, the ingredients are stable and not easy to oxidize and deteriorate, and each intake of nutrients is balanced, which has great advantages over other products.
Every detail of Lejia Shanyou Milk Calcium reflects the professional care for the mother and baby population, and in the current era of "fast" consumption, there are several brands that can adhere to this sense of social responsibility for 12 years like it.
Technology
In basic nutrition, we all advocate the supplementation and absorption of nutrients, which is an "introductory" level of cognition, first correct supplementation, nutritional balance and then say.
"And then what?" Few people have ever asked this question, are the nutrients we replenish and absorb precisely where they are needed?
unknown. Because it is difficult to track, this is a rather "scientific and technological" problem, to track nutrients, to digitize, to the end.
And the "more real" LeJia Shanyou, you have to figure it out.
For example, the common calcium, research proves that after calcium enters the human body, with the help of vitamin D3, it is converted into absorbable calcium and transported to the bones through the blood.
But calcium in the blood can "get lost", it has two different paths: correct deposition to bones and teeth, or wrong deposition into other organ tissues such as cardiovascular and cerebrovascular diseases, kidneys, joint cartilage, etc., causing calcification and functional decline in these parts.
Medically confirmed, vitamin K2 has the dual function of regulating calcium ion deposition and removing calcium ions deposited in the wrong part. Vitamin K2 can effectively activate the matrix glutamate and osteocalcin two proteins, not only reduce the deposition of calcium in the blood to soft tissues such as blood vessels, but also seize these calcium to "precise migration" to bones, promote bone formation, and let calcium really replenish the bones.
Therefore, Lejia Shanyou creatively developed vitamin D vitamin K softgels (K2D3).
In the process of selecting raw materials, Lejia Shanyou compared and investigated the relevant raw materials of almost all well-known enterprises in the world, and after many tests on processing technology, stability, efficacy, composition, etc., MenaQ7 from Nato, Norway and Quali-D from DSM were selected as raw materials.
In terms of content, it is also the use of science and technology to achieve dose accuracy. Each capsule contains 70 mcg of vitamin K2 and 7.5 mcg of vitamin D3, which is in line with the vitamin K2 content required by the human body and meets the recommended amount of nutritional dietary intake in China.
Fashionable
If internationalization, specialization, and technology are the connotations, then fashion is responsible for the appearance, pushing Lejia Shanyou to the eyes of the new generation of consumers, and letting the mothers take the initiative to choose.
It is true that the new generation of consumers are very concerned about the appearance, design, packaging and dosage form of the product, and they like fashionable design, good-looking packaging, and fun products. At the same time, the new generation pays more and more attention to physical health and the joy of life, and the increasingly refined attitude towards life coincides with the excellence of raw materials and formulas.
In the past, everyone's focus was on large and complete physical health, no major diseases are good, at present, young people's attention to health is refined to the facial features, limbs, will pay attention to the subtle changes in the body.
Relevant data show that in the era of information access, eye and vision problems have become the focus of attention of the whole society, the use of electronic equipment time increases, excessive use of eyes, and then causes eye fatigue, blurred vision, dry eyes, dizziness, headache, shoulder and neck pain and other symptoms.
Lejia Shanyou's blueberry lutein ester came into being.
Lejia Shanyou's blueberry lutein ester is a delicious and fun new product for children over 3 years old and adults as the target user group, and designs the "Hausley" IP image for it, with a lively and bright personality that will not let it become the new nutritional C position.
It is reported that in order to be closer to the young consumer group, Lejia Shanyou employs a young design team, and the designers are from famous design schools. Lejia Shanyou hopes that when users interact with the brand, all the visual, sound, feeling and other experiences they experience can feel the exquisite taste of life and the charm of the times while solving problems.
At the 4th China Nutrition Conference, Lejia Shanyou won the "Ginkgo Award", the supreme award in the maternal, infant and child nutrition industry, the annual industry product strength award, which is well deserved for Lejia Shanyou.
For the industry, the development of nutrition products needs more brands such as Lejia Shanyou to continuously help and persevere, so as to promote the benign development of the nutrition industry and accelerate the arrival of nutrition products as the "second category"!