Lactoferrin = neositer
There is a classic point in the book "Positioning": "In order to occupy the category in the minds of consumers with limited capacity, the best differentiation of the brand is to become the first, to be the pioneer or leader of the category, the sales volume is far ahead, and then differentiate the category, so that the only subdivision category is the first." ”
What brands ultimately want to do is to become the representative of the category, occupy a market position and be remembered by consumers, and even become synonymous with the category. Just like Jeep = JEEP, Coke = Coca-Cola, herbal tea = Wang Laoji, etc., make a brand into a category.
"This is exactly what New West should do, intensive cultivation of high-quality lactoferrin in line with the national standard, so that lactoferrin = new West, the formation and maintenance of the brand's unique competitive advantage, the construction of brand moats, the brand foundation, in order to stand firmly for a long time."
Song Haihua, CEO of Slaite New Site
Song Haihua, CEO of Slaite New West, said, "If New West is set up, I think it is a lactoferrin expert brand. ”
In the past 8 years since entering the Chinese market, New West has insisted on focusing on the positioning of "lactoferrin expert brand". So, is this positioning possible by advertising bombardment?
FMCG may be OK, but lactoferrin is not.
Because the nutrition category is highly professional, consumers usually pay low attention and highly intervene when needed, and will have a deep understanding of the brand's history and strength before making a choice, so it is necessary for the brand to have the determination to persevere in intensive cultivation, to have the strength of "in-depth and simple", and to clearly plan the things that should be consolidated at each stage.
Song Haihua introduced, "In 2021, the core of all the brand plans of New West is to let more people know the goodness of lactoferrin. ”
New West around the deep ploughing of lactoferrin, is a high degree of industry quality standards to lead, there is a professional degree of science and promotion, there is a temperature of consumer emotional links.
At the level of professional output, New West held a nationwide new strategic conference, invited many industry experts to participate in the "Lactoferrin Innovation and Development Forum", and opened the "Lactoferrin Blue Book" compilation plan. "The purpose of New West is to help more mothers realize the value of lactoferrin, so as to help their babies grow up healthily."
At the content marketing level, New West and Sohu Video customized a celebrity parenting talk show, based on the accurate positioning of the crowd, to popularize more nutritional parenting knowledge to the audience, and synchronously pass on the core explosive product of New West - lactoferrin product advantages.
As a window to actively disseminate the concept of parenting to the society, on the eve of the "1212 Lactoferrin Festival", New West made 2 lactoferrin TVC to pay tribute to mothers, and on the day of release, New West received many heartfelt words from consumers who expressed their touching feelings.
When a brand becomes synonymous with the category, the rise and fall of this category is closely related to the brand, and the leading brand should shoulder the responsibility of maintaining the value of the category, continuously put into the market, subdivide the category, and promote the category of education.
Because the category value directly determines the brand value.
Lactoferrin deep ploughing and promotion
"Lactoferrin is the first category of New West, and continuous deep ploughing is the mission of New West." Song Haihua told the zhongtong reporter.
How to continue to cultivate deeply?
Song Haihua said that the current nutrition market is still being subdivided, and consumers are constantly iteratively updating. "The idea of New West is to insist on digging deep in the lactoferrin category, insist on becoming stronger in the immune market, and become a promoter of category development."
This is the second step in continuing the "positioning" theory: differentiating categories, opening up subdivided categories under large categories, and maintaining the leadership of categories through continuous innovation of core products.
Just like the originator of the herbal tea industry, "Wang Laoji", in the early stage of category promotion, he insisted on focusing on large poinsettias of herbal tea. After a long period of promotion and education, consumers gradually recognized the herbal tea category, and then gradually launched boxed bottled herbal tea to meet different market needs.
"In the context of the liberalization of the three-child policy, the maternal and infant market has also ushered in a new situation. The post-95 generation is the main force of the maternal and infant population, and the proportion of Kochi parents has reached 66% of the whole. They advocate scientific baby raising, and the demand for more 'refined' baby products is higher. Song Haihua analyzed.
"Therefore, driven by its own brand strategy and the diversified needs of the nutrition industry, New West will continue to increase investment in research and development of fine nutrition, meet the needs of the new generation of mothers with products with both quality and appearance, and help the new generation of parents achieve easy and scientific parenting."
Therefore, on the basis of "weaning to eat new West", New West put forward the concept of "lactoferrin to eat in stages, more scientific", and based on this concept, it focused on the launch of new West's flower kangaroo series, that is, lactoferrin I, II, III and Lidrolingbao Platinum Edition 4 new products.
On the basis of continuing the core function of the original lactoferrin to enhance immunity, the new product ensures the high activity and high purity of lactoferrin, carries out "lactoferrin + precision upgrade" in the formula, and through the hierarchical form, adapts to different nutritional element standards of different months of age and different physiques, pays attention to the rationality of the formula, and makes consumer choice simpler.
Song Haihua said, "On the whole, the classic small blue jar and the wallaby series are a set of precision combination punches, which continue to increase the weight for the strategic landing of the new West lactoferrin expert brand." ”
"New West has deeply implanted these two series of products into the interactive scene of the variety show "Talk about Talking", the broadcast of the program allows more people to understand the advantages of New West, plus, New West invited 12 store parenting experts to participate in the recording, which is a good endorsement for the mother and baby store, deepens the professionalism of the store, and has great encouragement and help for the store's new, repurchase and fission. At the same time, New Site has brought consumers closer to them through offline value empowerment. ”
In addition, New Seat has also made an innovative attempt: snacking lactoferrin and launching a new Sealt lactoferrin lactic acid bacteria drink.
The dividend period of the mother and baby industry is concentrated around 2016, and these children are exactly 6-7 years old, which is the age of demand for snack intake. NewSite found that they prefer to obtain nutrition through foods with certain health effects, while also focusing on the safety of ingredients and the volume of brand sound.
"The market needs innovative snack products to gradually deepen the link with consumers, while meeting the needs of mother and baby families for fun and taste, to achieve their parent-child life multi-scene satisfaction." Song Haihua said.
"From functional satisfaction to emotional drive, from material price recognition to psychological value experience, consumer demand for nutritional products is no longer single, which puts forward higher requirements for the scene-based segmentation of lactoferrin brands." New West believes that with the rise of more new food forms, more and more nutritional and health ingredients can be added to ordinary foods in the established cognitive category under the premise of professional and safety assurance, and the integration of functional attributes and nutritional forms will also become the driving force for the innovation and development of the nutritional products market.
Song Haihua firmly said, "In the future, New West will also strive to deepen the layout of the lactoferrin category, promote the in-depth development of the lactoferrin category while the brand is stable and far-reaching, and also help more consumers better and more intuitively understand the baby's growth needs." ”