To date, 445 infant formulas have been registered through the formula. In the face of a large number of baby powder products, in the milk powder circle channel visit, there is store feedback: "We need more selling products and brands!" "Careful tasting of the logic, with the current milk powder industry in the roll more and more intense, most of the products on the market are deeply involved in the inner volume, ultra-high-end, high-end, conventional, subdivided milk powder and other price gaps are narrowing." Under this background, in the past two years, whether it is a subdivision category or a milk powder brand, it is accelerating the speed of product innovation!
Innovations in goat milk powder – A2 protein, localization differences
As the leader in the subdivision category, goat milk powder has developed very rapidly in recent years, and has also boosted the rapid development of dairy enterprises such as Ausnutria, Blue River, Yipin and Heshi. In the development process of "no sheep and no cattle", goat milk powder has gradually embarked on the development path of homogenization and innovation. For example, with the "fire" of the A2 subdivision category in 2020, A2 has also appeared in the selling points of many goat milk powders, and some dairy companies have taken A2 as a key publicity selling point.
For example, in 2020, jiabei ai, whose sales exceeded 3 billion yuan, was "giving the baby better nutrition - the global leader in goat milk sales", and the current publicity selling points include natural A2 protein, 10x class HMO, goat milk small molecules, etc.; Blue River positioning "Blue River sheep milk powder, a new benchmark for high-end milk powder" that entered the Chinese market in 2015, publicity selling points include rare sheep milk, A2 similar proteins, etc.; Bei Kang, who broke through the 1 billion mark in 2020, is committed to creating a "pure sheep era". Its imported version of BeiKang Qibao advertises that "the milk source of A2 sheep imported from Spain is more outstanding". As well-known goat milk powder brands in the goat milk powder track, Jiabei Aite, Blue River and Bei Kang Xian have not only developed rapidly in recent years, but also walked in the forefront of the industry in product innovation, differentiation and brand focus.
In addition, the recent official announcement of Meiliyuan infant formula goat milk powder is unveiled, which not only enhances consumers' attention from the tank design, but also "pure goat milk protein" and "A2 protein" have also become its main selling points; Newbez's newly upgraded Newbets infant formula goat milk powder incorporates "goat milk A2 protein" and "natural OPO" into the publicity selling points, and also adds an active oligosaccharide combination that simulates HMO.
At present, the goat milk powder track has formed "low sensitivity", "small molecules", "pure goat milk protein", "added goat milk base raw material content", "natural A2 protein", "goat milk", "sheep milk", "raw goat milk", "whole industry chain", "fresh" and other product selling points. At the same time, special formulas such as OPO and lactoferrin have also made important contributions to the differentiation of goat milk powder products.
Innovation in organic milk powder - comprehensive formulation and category integration
As a representative force in the field of ultra-high-end milk powder, organic milk powder has become its core selling point, and has attracted the attention of mainstream brands including Junlebao, Feihe, Yili Jin Lingguan, Ausnutria, Yipin, Wyeth and other mainstream brands in recent years.
In terms of product innovation, Junlebao Youcui focuses on "new generation formula", using organic raw milk, small molecule protein, double probiotics, etc., on top of the advantages of milk source, to strengthen the comprehensiveness of the formula; Jinlingguan following the listing of the three core advantages of primary milk source, native formula, native certification of the three core advantages of Jinlingguan Senamu, at the beginning of this year launched the use of organic A2 milk source of The Golden Collar Crown Treasure, recently launched China's Golden Crown of organic raw cow milk milk powder containing brain phospholipids, the organic milk source advantages and the formula advantages of conventional milk powder combined. In addition, Yipin Dairy, as an early dairy company in the organic field, upgraded its core organic milk powder Eniko to A2 organic milk powder at the beginning of this year; not long ago, Arla Baby and I announced the global debut of organic A2 milk powder, becoming the first imported organic A2 milk powder through the national standard.
At present, in addition to the core "natural, safe and pollution-free" selling points of the organic milk powder track, the selling points of A2 protein, small molecules, comprehensive formula, organic ingredient content, organic raw milk, the whole industry chain, and brain phospholipids are also gradually popularizing. In addition, the integration of conventional milk powder, goat milk powder and organic milk powder is also becoming more and more common. In fact, in the feedback of many channels on organic milk powder, while optimistic about the long-term development of organic milk, it is also entangled in the singleness of its selling points, and the current formula bottleneck of organic milk powder is gradually being broken. At the same time, during the visit to the milk powder circle channels, it was found that many channel providers maintained a high degree of attention to the promotion of new products by mainstream and potential brands.
Innovation in the milk powder track - ace formula, subdivision of milk sources
Compared with goat milk powder and organic milk powder track, conventional milk powder obviously faces greater challenges in order to get out of the circle, and it needs to be double-improved in product strength and brand power. At present, the product innovation of conventional milk powder is mainly reflected in mainstream brands such as Jinlingguan, Feihe, Junlebao, shengyuan youbo and so on.
For example, recently, the official public account of Junlebao milk powder announced a new upgrade of Junlebao Lezhen, not only using raw milk formula, upgrading the amount of lactoferrin added from 30mg/100g to 100mg/100g, but also with double prebiotics. Since last year, Jinlingguan has accelerated the new upgrade of its products, upgrading The Golden Collar Crown and the Golden Collar Crown Elite Care to A2 Milk Powder, upgrading the Golden Collar Crown Rui Protection to Grass-fed Milk Powder, upgrading the "Ace" Milk Powder Golden Collar Crown Treasure Care Formula, and launching the Organic A2 Milk Source Golden Collar Crown Treasure Care Product; Feihe upgraded the large single product Xingfeifan and launched the Xingfeifan A2 Milk Powder; Wyeth Qifu launched the breakthrough Qifu Yunchun Milk Powder with OPN active protein.
In fact, from the above point of view, brands such as Feihe, Jinlingguan, Junlebao, Shengyuan Youbo, Bei Kangxi, Heshi, Meiliyuan and other brands are accelerating the speed of product innovation and accelerating market opportunities. At the same time, with innovative products, it is also necessary for brands to coordinate channels, accelerate brand radiation, accelerate the effective innovation of sales methods, accelerate the same frequency communication with the new generation of consumers, and carry out market intensive cultivation in multiple dimensions!