2021 is a difficult year for the milk powder industry, the continuous decline of newborns, making it difficult for new customer growth; repeated epidemics, the rise of e-commerce, consumption classification and other factors have also exacerbated the difficulty of terminal sales, making many channel vendors overstocked. In order to help channels digest inventory, many brands have also given channel support through various forms this year to help terminal sales. The author has sorted out the more representative cases of brand sales this year to help channel sales, for your reference.
Feihe still spent a lot of effort on assisting channel sales this year, and joined hands with many strong regional chains across the country to carry out large-scale growth parent-child marathon activities. For the channel, this large-scale activity, there are many consumers present, while increasing the sales of Feihe milk powder, it can also drive the sales of other products. For the brand itself, the parent-child marathon involves a wide range, has a high degree of recognition, and can be more noticed by consumers, which is an excellent publicity scene. For consumers, this strong interactive outdoor activity also gives more parents to enhance emotional communication with their children and provides more opportunities to accompany their children's healthy growth. This also coincides with Feihe's mission to "bring joy and health to the family".
This year is the second year of the establishment of the Yili Gold Lingguan "Lingbaohui" system, after the precipitation of time, this year Yilijin Lingguan promoted the win-win development of club members by customizing exclusive products and pulling new projects for maternal and infant system cooperation, inviting industry experts to one-on-one system counseling, etc., making the mutual empowerment between it and the members of "Lingbaohui" more effective. As one of the representatives of the national powder giant, Yili Jin Lingguan is well aware of the importance of channel sinking, and is also committed to continuously broadening the depth and breadth of cooperation with maternal and infant systems. The establishment of the "Lingbaohui" club also further demonstrates the in-depth insight of Yili Jin lingguan on market demand changes and industry development trends.
Affected by the epidemic in the past two years, consumers' awareness of healthy sports has become stronger and stronger, so this year, Jiabei Aite took advantage of the Olympic Games to create the first immersive parent-child sports theme activity in China, "Jiabei AiTA Running Championship Games". It is reported that the scene of this activity highly simulates the Olympic competition site, sets up amusement events including basketball, football, croquet and other amusement events, and specially creates a climbing and climbing competition activity that small month-old babies can also participate in, meeting the needs of babies of different ages. Through this activity, not only let the majority of families feel the fun of sports, but also let everyone harvest a commemorative parent-child time. It can be seen that Jiabei Aite is not only committed to giving the baby better nutrition from the product, but also escorts the baby's happy growth in the activity.
At the moment when the tug-of-war between major brands and channels is intensifying, in the face of pregnant mothers, the front-end group of infant powder consumption, there have not been too many dairy companies that have paid attention to it before. But Hypnokai is doing a lot of work in this area. For example, this year, she and the perfect pregnant woman continued to write a new chapter of Queen C, bringing more young mothers the choice and possibility of surpassing themselves. Its "Is the Heartbeat" pregnancy expo launched this year is to bring a heartbeat experience to pregnant mothers in an offline scene experiential way, create the first awareness of the brand, lock the minds of front-end users, and store up power for the sales of back-end baby powder products.
Closely following the refinement and scientific changes in consumer demand, this year, while continuing to deepen product quality, we also gave full play to the social responsibility of enterprises, and joined hands with the Child Development Research Center of the China Caring for the Next Generation Working Committee and parenting expert Zhang Silai to jointly carry out the "China Maternal and Infant Healthy Growth Miles" activity. It is reported that WanliXing is a large-scale public welfare activity for the popularization of health knowledge for mothers and babies. This year's participation in the China Maternal and Infant Healthy Growth Miles Activity is not only actively practicing the brand concept of "professionalism, care and trustworthiness", but also reinforcing the stickiness and loyalty of consumers to the Youbo brand.
Bei Kang Is well aware of the importance of IP building for the brand, through capital investment, personnel team, program building and other aspects, opened the "Happy Chinese Year", "Children's Dream Pure Travel", "929 Pure Sheep Festival" and other innovative IP activities, to meet the needs of consumers leisure and entertainment, social punch card, parent-child activities and other aspects, but also strengthened the pure sheep positioning of Bei Kang, establish brand barriers. And this year, Bei Kangxian launched the "China Good Shopping Guide". It is reported that the competition will be carried out in the form of variety shows, and the content of the competition is diverse, including actual sales performance, training and examination at various stages, outward training, scenario simulation, resident combat, etc., which shows the determination of YipinBei Kang and the channel to conspire for business growth.
Blue River, which broke the game with rare sheep milk, has successfully penetrated the brand image of Blue River into the young consumer circle in recent years through a series of online play methods such as signing a spokesperson and naming variety shows. This year, it has integrated its brand advantage resources to develop offline channels, through the development of the "Strange Encounter with Blue River, Just Understand You" this large-scale theme interactive activities, to strengthen the new generation of consumers on the blue river sheep milk high-end quality and brand value of the cognition, at the same time the event site also carried out a trial drinking experience, so that consumers can truly feel the quality, taste, nutritional value of blue river sheep milk, so as to open up new customers, consolidate old customers to drive sales.
On this year's Global Health Day, Hopson launched a series of activities of "Family Protection and Dream Walking", focusing on the Bao Mom group and opening a "Dream Journey" for mothers. It is reported that at the event site, in addition to revealing the secret book of easy to bring a baby and setting up a number of special experience areas, a "protect the future" public welfare handicraft area was also set up, inviting parent-child families participating in the activity to protect the environment together. On the one hand, Through this innovative activity, Hopson directly attacked the pain points of parenting, which was warmly sought after by mothers and directly drove terminal sales. On the other hand, the activity also reflects the concept and value orientation of sustainable development of Hopson, which spares no effort to devote itself to the cause of maternal and child health, and encourages every individual to bravely pursue more ambitious and beautiful dreams.
In order to effectively help stores solve the problems of "low store entry rate" and "difficulty in moving sales", Heshi launched the "Red Sea Action" covering the whole country this year. It is reported that the event lasted for 100 days, radiating thousands of stores across the country, through the integration of high-quality resources, accurate investment, strong empowerment channels, to help stores do a good job of sales. This activity not only enabled the maternal and infant channels in the bottleneck period of growth to increase sales, but also made the brand feature of Heshi's "fresh" goat milk powder penetrate into the hearts of consumers.
In addition, there are many brands that are also working hard online to increase brand voice to help offline sales. For example, On the one hand, Dorn strengthens its "5G" quality concept through Douyin and Xiaohongshu, on the other hand, it pulls into a relationship with consumers by creating the IP image of "Dorn and Daddy the Sheep".
2022 is the key node of secondary formula registration, the market is also more full of uncertainty, dairy companies want to do a good job of accurate sales, more need to keep pace with the times, insight into consumer needs, to create more creative activities, in order to win the fierce second half.