For more than 70 years, Guizhou Southern Dairy Co., Ltd. (hereinafter referred to as Southern Dairy) has accompanied generations of consumers to grow healthily through bottles of fresh and high-quality Shanhua milk.
Southern Dairy Farm
In the past, opening the milk box and taking out the milk was a childhood expectation, but with the development of the Internet, people's consumption environment, consumption habits and consumption trends have undergone great changes.
"Milk bottles" witness the changes of life, and the time-honored brand dances with the times. Today, the door-to-door delivery service has not stopped, but has generated more links with consumers through e-commerce platforms.
Southern Dairy Farm
In order to further promote the development of e-commerce in Guizhou Province and build a leapfrog high-quality development pattern of e-commerce, at the beginning of 2023, the Provincial Department of Commerce issued the Implementation Plan for the "Ten Hundred Thousand" Project to Promote the Development of E-commerce in Guizhou Province.
In August 2023, Southern Dairy was awarded the first batch of e-commerce "Ten Hundred Million" Project Demonstration Projects in Guizhou Province in 2023.
Compared with the traditional e-commerce model of "people looking for goods", new e-commerce relies on the business logic of "goods looking for people" and immersive shopping experience to stimulate the potential demand of consumers and effectively drive the expansion of consumption scale.
Southern Dairy's Douyin live broadcast room
In the new era of e-commerce, many enterprises have "smelled" new opportunities for development. In 2023, Southern Dairy will divide e-commerce into two major sectors: traditional e-commerce and new media e-commerce, and traditional platforms such as Taobao, Tmall, and Jingdong will be the traditional e-commerce track. Douyin, Xiaohongshu, and Kuaishou are new media e-commerce tracks.
"Last year, we strengthened the operation of the new media e-commerce sector and opened official accounts on platforms such as Xiaohongshu and Kuaishou. Bian Shengjie, manager of the e-commerce operation department of Southern Dairy, told reporters.
Southern Dairy Warehouse
In March 2022, Southern Dairy began to enter the live broadcast track and opened the official flagship store of Shanhua on the Douyin platform. In 2023, Douyin Live will complete sales with a year-on-year increase of 100%.
"Our product market sales scope covers most of the provinces in the country, at present, Guizhou is the majority of sales, Guangdong, Sichuan, Zhejiang and other regions account for a relatively high proportion of good performance, is the main battlefield for us to open up markets outside the province next year. Bian Shengjie told reporters that in order to open up markets outside the province, in the next step, Southern Dairy will focus on promoting community group buying business and selling products through Meituan Preferred and Dingdong offline distribution platforms.
Southern Dairy Live Room
As the "leader" of Guizhou's dairy industry, Nanfang Dairy has been trying and innovating in its self-driving industry for many years, and actively exploring new business models and marketing strategies to adapt to the changing market environment.
At present, the consumer market represented by the post-90s generation is expanding rapidly, and the consumption trend is unstoppable.
"In order to meet the market demand, we continue to optimize the existing product line and develop a series of new products with market competitiveness, such as smiley bag series, pure milk series, popping bead yogurt series, etc. Bian Shengjie said.
Southern Dairy Production Workshop
Relying on the optimization of the warehousing and logistics system, the order processing speed and distribution efficiency are guaranteed, and the timely delivery and transportation safety of goods are ensured by real-time monitoring of logistics status and prediction of transportation demand.
"Next, we will start matrix marketing, increase investment in live broadcast channels, further add Douyin live broadcast accounts, and simultaneously carry out live broadcast businesses such as Xiaohongshu and Kuaishou. Bian Shengjie said.
Guizhou Daily Tianyan News reporter Zhu Dengfang
Edit Guanyun
Second instance Zhang Hengxin
Third trial Sun Xiaorong