Wen | Zhongtong Media reporter Xingwei
45 billion market, who can break through?
On April 11, the second China Children's Powder Online Live Broadcast Conference, jointly sponsored by China Children's Media and Milk Powder Industry Review, came to a successful conclusion, at which dairy expert Song Liang said, "The biggest growth potential in the milk powder field is children's milk powder, and it is expected that in 2025, the market capacity of children's powder can reach about 45 billion." ”
At the same time, according to the ECdataway report, the online growth rate of children's milk powder from January to November 2021 was as high as 1007.2%, and the growth rate of offline channels was also strong, far exceeding the overall growth rate of the infant formula milk powder industry.
Nowadays, China's baby powder market is no longer a stock market, but a reduced market, and the development has entered a weak period, while children's powder, the growth rate is considerable, the space is vast, and the terminal atmosphere is increasing day by day. This year, the children's media research group found that whether in the presentation of the terminal or in the awareness of the channel providers, children's powder occupies a vital position, and some stores have exceeded the sum of all infant powders under the joint efforts of channel providers and brands.
However, channel providers are still facing a headache problem, that is, the selection of products.
Since there is no threshold restriction of the "registration system", the supply side of children's powder is over-prosperous and uneven, and what kind of products should be selected for channels, and what kind of products are the future development trend, has always been the focus of children's powder categories.
In this regard, Song Liang said that good products can promote children's height, mental development, etc., and enterprises need to launch children's powder products that are truly professional enough as much as possible to promote the balanced development of children's nutrition from the level of professional nutrition intervention. Because there are many children in China who have congenital problems such as low immunity, which are directly related to nutrition, it will involve the level of children's professional nutrition, which should be the focus of enterprises and the direction of research and development.
Indeed, with the upgrading of the concept of scientific feeding and balanced feeding, people are paying more and more attention to the problem of insufficient nutritional intake in children, and products that can focus on scientific feeding and provide perfect solutions have more opportunities to break through.
Today, the children's powder market ushered in such a product.
The new Hopson Children's Growth Milk Powder is on the market
On April 20th, Hopson, a high-end infant nutrition and health brand under Jianhe Group, released a new product - Hopson Children's Growth Milk Powder.
For up to 22 years, Hopsbione has been committed to nutrition research, refining products and continuous innovation. The Launch of Hopson Children's Growth Milk Powder integrates the important results of Biosbione's nutrition research on children's growth period, and is a perfect nutritional solution for consumers' core demands.
It is understood that the formula of Synbient Children's Growth Milk Powder is customized for children aged 3-12 years old, focusing on bone development, brain development, resistance and gastrointestinal absorption of these 4 key elements of growth, the product power to the extreme, and 0 added sucrose, 0 added flavor, 0 added pigment, good taste, healthier.
Height is the hottest selling point of children's powder so far, but also the most able to hit the consumer pain point, Synbione Children's Growth Milk Powder to help children's bone development, specially using a high combination of calcium containing bovine milk calcium + calcium citrate + vitamin D, multiple help calcium absorption and bone formation.
Over 3 years old is an important period of brain development, at the same time, in recent years, the incidence of myopia in children is also rising, therefore, eye brain development has also become one of the important directions for the development of children's powder function. Synbiotic Children's Growth Milk Powder focuses on eye-brain development, using "DHA + choline + folic acid + taurine + vitamin A" five-fold eye-brain nutrition, DHA is known as "brain gold", is an important component of the brain cell membrane, can help brain development; choline can promote brain development, improve memory ability; folic acid promotes nervous system development; vitamin A can maintain night vision; taurine can maintain the normal physiological function of the eyes, promote the brain tissue and intellectual development of infants and young children.
Immunity has become the focus of national attention since the epidemic, and improving immunity has become an important demand for parents to choose products for their children. In this regard, Synbiotic Children's Growth Milk Powder naturally contains LACTO protein LPN, which stimulates the baby's inner protection. One of the important immune-active proteins - lactoferrin can enhance resistance.
Gastrointestinal absorption has always been the focus of parents' attention, only the nutrients that can be fully absorbed are valuable, without a good stomach, no matter how rich the nutrients can not be absorbed, it is also ineffective. Synbiotic Children's Growth Milk Powder is supplemented with 10 times probiotics to help regulate the balance of flora in the intestine, promote intestinal peristalsis, and help digestion and absorption.
It can be seen that Hopson Children's Growth Milk Powder fully meets the diversified needs of consumers for children's gastrointestinal absorption, immunity improvement, bone development, and eye and brain development, making the product have a strong competitive advantage in the current children's powder market.
Products are the basis for a brand to obtain channels and consumer recognition, but also the core of long-term trust, and with the development and maturity of children's powder categories, the degree of competition in the industry is becoming more and more intense, and the demand for brands by channel providers tends to be comprehensive, and subsequently, the importance of brand power and channel power has also begun to stand out.
It is worth noting that in addition to the high product quality of Hopson Children's Growth Milk Powder, its brand power and channel power are also remarkable.
Three-dimensional empowerment, and channels for common development
Hopson is a global leading brand focusing on maternal and infant nutrition and health, one of the "new four powders" in the Chinese milk powder market, with the blessing of Jianhe Group, Hopson comes with a strong brand aura effect. Hopson also has a strong competitive value chain model and simple and efficient channel policy empowerment channels. At the same time, Hopson has a professional and strong maternal and infant service team, providing multi-dimensional services covering consumer education, membership operation, brand promotion, terminal shopping guide and so on. Form a "three-in-one" brand + model + team to jointly help the rapid development of Hopson children's growth milk powder.
As a key new product listed by Jianhe Group in 2022, in order to enhance the influence of Hopson Children's Growth Milk Powder and cover more target consumers, in the high-altitude field, spokesperson Liu Ye will continue to help Hopson Children Grow Milk Powder. In order to meet the interests and purchase preferences of a new generation of consumers, Hopson Children's Growth Milk Powder will open customized cooperation, through the combination with the popular animation IP Peppa Pig, customized product gift boxes, and also plans to carry out cross-border cooperation in a variety of marketing activities to empower marketing communication, through richer content marketing, to achieve higher frequency and higher value emotional interaction with consumers.
In terms of terminal empowerment, the children's growth milk powder for Hopson will hold high-frequency offline push activities every month, and the activities will run through the whole year, and the effective exposure of the brand will be widely realized through high frequency through the form of cross-industry alliances. In addition, the product will also carry out precision membership marketing through its own Hopson Mama100 platform to revitalize old customers, activate new customers, and enhance the cross-purchase and membership stickiness of products.
At 14:30 this afternoon, the "TongFu Inn" in the live broadcast room of Zhongtong opened a special session for children's fans, and the newly listed Hopson Children's Growth Milk Powder was unveiled for the first time, which was widely concerned by countless channel business friends in the industry.
With the new listing of Hopson Children's Growth Milk Powder, Hopson has further improved its product layout and realized a comprehensive milk powder product matrix. So far, Hopson has formed a strong product lineup that leads the high-end, ultra-high-end, organic, HMO and goat milk segments.
Leading product quality, strong brand strength, three-dimensional empowerment action, under the multi-dimensional advantage, the new listing of Hopson Children's Growth Milk Powder will surely bring considerable impact to the children's powder market. We also expect that driven by leading dairy companies such as Hopson, the children's powder market can usher in a faster and more standardized development.
Click one to see, 2022 fortune