Wen | Zhongtong Media reporter Xingwei
Recently, during the online investigation, the Zhongtong Media Research Group learned that a well-known maternal and infant head chain in a developed area is repositioning milk powder as the key main category of the store, and returning the operating core of the entire system to milk powder, including key investment in resources, funds, manpower and other aspects. This is not an isolated case, and a considerable number of channel providers have begun to pay attention to milk powder. This means that after experiencing factors such as the epidemic, consumer changes, and changes in the consumption environment, channel providers are re-judging the status and importance of milk powder.
At the same time, it means that the choice needs to be more deliberate. Especially in 2022, milk powder is facing the policy superposition of new national standards and secondary formula registration, which is an important window year for the milk powder industry and the starting point for a new round of five-year competition. What kind of brands and products are more worthy of attention and expectation has become a topic of discussion in the entire industry.
The milk powder category is the most mature subdivision in the maternal and infant industry, and can be re-subdivided in different dimensions, such as ordinary, high-end, ultra-high-end, and then milk powder, goat milk powder, A2 milk powder, etc. Data show that in the past 5 years, the growth rate of the ultra-high-end and high-end milk powder market is significantly faster than the growth rate of ordinary milk powder, and it continues to maintain a high momentum. Clearly, there are bigger opportunities in the high-end market. It is worth noting that recently, the high-end market has ushered in a shining new star.
Wandashan's shocking debut, the high-end market star was born
As a brand whose channel reputation has risen all the way in the past two years, Wandashan's every move is "with its own traffic". On May 29th, the high-end new product conference of Beidahuang Wandashan Dairy was held fiercely, and the theme of the conference was "Alpine A2 Ultra-Thinning, Fully Absorbing More Outstanding", which attracted wide attention in the industry.
At the meeting, Wandashan released a high-end baby powder, and since then, the high-end milk powder market has ushered in a new star with good strength. Why it is said that the strength is good, let's explore it together.
Dual rare milk source, compact high-end attributes
The first rarity focuses on the ecological environment that nurtures the dashan mountains.
Wandashan has a globally recognized high-quality alpine ecological milk source base, its pasture is located in the golden milk source belt of 42 ° -47 ° north latitude, which is located in one of the only three remaining black soils in the world, 400 years of land change to form a 1 cm black soil layer, organic matter content is about 10 times that of ordinary loess. Wandashan Alpine Ecological Pasture has a 6-7 months of ultra-long frozen soil period throughout the year, the thickness of frozen soil is more than 2 meters, the temperature in winter reaches minus 30 °C, the temperature difference between winter and summer is as high as 70 °C, in a cold environment, the pasture does not need to spray chemical fertilizers and pesticides, you can naturally kill insect eggs, isolate most insect pests, and ensure that the milk source is naturally pollution-free. The weakly alkaline natural ice spring water here nourishes the grass and cows. Unique climatic environment and natural conditions, so that Wandashan farm to breed high-quality and more rare milk sources, there are data show that Wandashan production base milk source protein content up to 3.5g / 100g -4g / 100g, milk fat can reach 4.1g / 100g or more, somatic cells can be controlled at 180,000 / ml, microorganisms below 50,000 CFU / ml, far better than the EU standard, to reach the world-class level.
As the only enterprise in the dairy industry, Wandashan also participated in the formulation of the alpine ecological pasture standards of the China Agricultural Reclamation Dairy Alliance.
The second rarity is the A2-type dairy cow owned by Wandashan in the alpine ecological milk source base.
A2 milk powder is one of the fastest growing subdivision milk powder categories in recent years, with more suitable for the human body, more conducive to digestion and absorption and other characteristics by the channel and consumer recognition, but in the brand side, can achieve their own A2 milk source is not much. Pure A2 cows are extremely precious, only 30% of the world, and Wandashan selected genetically pure A2 cows, achieving a major breakthrough in alpine A2 milk sources.
The unique alpine ecological pasture, the world's rare own A2 milk source, and the double rarity further consolidate the high-end attributes of Wandashan Childish Harvesting, at the same time, it is not only high-end, the formula naturally cannot be left behind.
"Full absorption" formula, ushering in the era of "true absorption"
Nowadays, the milk powder market has ushered in a new national standard and secondary formula registration, since then, the threshold of the milk powder industry has been further raised, which also means that the milk powder formula has converged and begun to enter a more dimensional competition stage, focusing on selling points that are more in line with the essential needs of consumers, such as absorption. There are many milk powder formulas on the market that are very good, but if the child can not effectively digest and absorb the good formula, it will cause nutrient loss, a good product not only needs to be closer to breast milk in the formula, but more importantly, it must be able to fully digest and absorb, in order to convert the nutrition in the milk powder into the nutrition of the infants and young children themselves.
The biggest advantage of Wandashan Zhicai is precisely that it has truly achieved full absorption. It is understood that Wandashan Zhicai is not through a single formula element to shoulder the heavy responsibility of digestion and absorption, but through the double protein (A2β-casein + α-lactalbumin), 2.2 times [1] patent [2] OPO [3], 15 times [4] active probiotics together composed of synergistic absorption to help absorb and transform nutrients, so that nutrients in their own role at the same time to help each other, play a synergistic role, bid farewell to a single absorption formula, systematically and comprehensively help absorption, to achieve the purpose of full absorption, Pioneered the era of "true absorption" formulations. In addition, Wandashan Zhicai also uses 100% raw milk once powdered, does not contain anhydrous cream, and clinical results show that compared with OPO milk powder, The Infant Formula formula with OPO [3] added can reduce the fatty acid content in infant feces, promote calcium ion absorption, increase the frequency of defecation, and reduce the frequency of crying.
Products have always been a weapon to conquer the mall, but at the same time, with the development and maturity of the industry, the fierce competition has deepened, and the brand potential has also become an important part of the competition.
With the blessing of the stars, the official announcement of Dashan Childish Cai spokesperson Ma Li
At the press conference, the heavy official of Wandashan announced the spokesperson of the childish collection - Ma Li.
The choice of spokesperson has always been a science, and mature brands understand that what is needed is not a simple heat, but a more rational and all-round thinking, including the fit of the two sides in terms of positioning, spiritual concept, and attitude.
The reason why Wandashan chose Ma Li for several reasons: first of all, the positioning of both sides in the industry, Ma Lixiti's first tens of billions of box office actresses in the Chinese film industry, which is the benchmark of the showbiz circle, but also from the industry from the masses of the supreme affirmation, Wandashan childish market is to lock the high-end track, presented to the market outstanding milk source and formula, is the quality representative of the milk powder industry; followed by the fit of the spiritual concept, Ma Li has been in the industry for nearly 20 years, from small people to big heroines, drama, film, variety show multi-faceted development, continuous attempts, innovation , breakthrough, this attitude coincides with Wandashan's 64 years of hard work and courage to open up; third, any industry can reach the peak, can be seen by everyone, can not be separated from the most solid professional ability, Ma Li's vivid performance, is based on countless times of speculation on the characters, just as Wandashan in the milk source, research and development, formula, technology, clinical and other aspects of perseverance in excellence, with high standards to strictly control the product, become the trust of Bao Ma; fourth, Ma Li and Wandashan have great love, Ma Li as a new generation of workplace hot moms, love the cause, love the family, love the baby, more enthusiastic about social welfare, which and wandashan Zhicai pursues, carries the brand concept of "do what you love", in order to make the Chinese baby grow up healthily, Zhicai with a double rare milk source and "full absorption" formula, to bring comprehensive love support to the baby.
Excellent product strength and strong high-altitude empowerment all depend on the strong foundation laid by the Wandashan brand over the years.
64 years of consistent quality dairy national team
Founded by the founding general Wang Zhen, Wandashan Dairy belongs to beidahuang Group, the first brand of Chinese agriculture, and has been listed on the list of China's 500 most valuable brands for 18 consecutive years. Beidahuang Group is fully implementing the "three major and one aircraft carrier" construction project, continuously enhancing product competitiveness and industrial control, and vigorously developing high-quality and high-value-added products.
Wandashan 64 years of consistent quality, safe and reliable without any accidents, relying on the group's unrepeatable resource advantages, vigorously promote R & D and process innovation standards, the application of the world's cutting-edge scientific research technology, as well as the global patent lock fresh process [5], the use of world-class modern dairy processing equipment, to achieve production, control, data collection, quality testing, warehousing and logistics are all intelligent, is a trustworthy national dairy enterprises, but also a strong dairy national team.
In terms of channel empowerment, Wandashan is now implementing business control, store control, goods control, and price control. In addition, Wandashan has also built a three-dimensional communication matrix to achieve all-media lineup coverage, multi-dimensional enhancement of brand voice, and then seize the minds of consumers, in the ground field, Wandashan will also focus on key customers in key areas, providing support such as high-speed rail airport advertising and building advertising. At the same time, Wandashan will also conduct training activities in the terminal selection of dealers to empower channels to better move sales.
Milk powder industry will eventually usher in more fierce market competition, Wandashan has a strong brand strength, has enough differentiated products, as a strong army of national powder, Wandashan is riding on the rise of the national tide, go with the trend, do practical things, the future can be expected.
Exegesis:
[1] In the national food safety standards, the amount of OPO added is ≥ 2.4 grams/100 grams of milk powder, and the amount of OPO added in the formula milk powder of young children is 5.3 grams/100 grams of milk powder, which is about 2.2 times the national standard
[2] Chinese invention patent: Patent No. ZL 2011 1 0164041.0
[3] OPO refers to 1,3-dioleic acid-2-palmitate triglyceride raw material
[4] In the national food safety standard, the amount of probiotics added is ≥1x10^8CFU/100 grams of milk powder, and the amount of probiotics added to infant formula is 1.5x10^9CFU/100 grams of milk powder, which is about 15 times the national standard
【5】Design Patent Patent No. ZL2019 3 0462346.7 Patent No. ZL2019 3 0627075.6