Make every effort to sprint to the new five years!
In recent years, big health has become the focus of heated discussions in the industry.
For maternal and infant nutrition brands, how to break through the age limit, expand from 0-3 years old infants and toddlers to the whole life cycle of middle-aged children, adults, and the elderly, and seek new solutions to transform the field of health has become the focus of current corporate thinking.
"This year, Austroi will officially enter the big health track from the maternal and infant nutrition sector, if maternal and infant nutrition and child nutrition are tens of billions of markets, and family nutrition is hundreds of billions of markets, the opportunity is greater. Ba Hongbo, CEO of Aotli, once said.
With the advent of the tuyere, the advantages of specialization and quality of the transformation of maternal and infant nutrition brands into big health tracks are becoming more and more prominent. On April 8th, the 2024 Aotli Brand Upgrade and Channel Strategic Partner Conference was grandly opened in Beijing, discussing the development trend of whole-family nutrition with a number of authoritative experts, and at the same time, the multi-series product matrix of the vision health sub-brand Aoshijing, the women's health sub-brand Weitianmeng and FamilyMart Nutrition was also unveiled, injecting development vitality and innovation momentum into the industry.
With a richer product layout, a higher professional value, and a more tangible brand temperature, Aoteli, which has entered a new five years of development, is comprehensively protecting the health needs of Chinese families with a new attitude.
Refresh and upgrade:
Aotli joins hands with two industry giants
With "Australian Vision" as the contact point, it will cut into the big health track
Under the new consumption trend, brands can only achieve long-term growth by integrating new maternal and infant family resources to expand the coverage of the population and leverage the nutritional supplement needs of the whole family to achieve long-term growth on top of meeting consumer needs.
Exploring the underlying logic of the development of great health, on the one hand, the aging of society and the trend of young consumers go hand in hand, and the silver-haired group and the younger generation have become the main driving groups of "big health". Taking eye health as an example, the World Health Organization states that more than 2.2 billion people worldwide are visually impaired or blind, and at least 1 billion of them have preventable vision impairment. The large population of vision problems also provides development potential for the eye health management segment. Yang Deyong, founder of Maternal and Child Industry Watch, pointed out: "From the category side, eye health management is becoming a high-potential demand with a high proportion of consumption and high consumption growth in the field of nutrition and health care. ”
On the other hand, young consumers, as the main buyers of maternal and infant nutrition, adult health products, and middle-aged and elderly products, their rational consumption preferences have also become an important factor driving the upgrading of the brand side. Their consumption rationality is not only reflected in the comparison of product prices, but also more trust in the opinions of authoritative figures and the endorsement of big brands, presenting professional, personalized, efficient and cost-effective attributes.
Based on this, Aotli has co-researched and created with Cui Yutao Parenting Center at the R&D level, combining the advantages of scientific research and clinical to create a professional nutrition program. In view of the problem of children's vision development, Cui Yutao, a parenting expert, pointed out: "Myopia is a modern 'civilized' disease, which needs to be treated scientifically from the four stages of prevention, correct diagnosis, reasonable correction, and delayed progression. In this regard, the vision health sub-brand of Aotli has launched a rich product matrix, expanded dosage forms and flavors, and accurately met the needs of eye care in stages.
On the raw material side, Aotli reached a strategic cooperation with DSM-Firmenich Group, and at the same time, Ausvision obtained the first vision health No. 001 authorization from DSM (China). Dr. Yu Pan, Chief Scientist of DSM-Firmenich Greater China, said: "With the development of science and technology, electronic products are becoming more and more deeply rooted in people's lives. Since blue light from electronics can have irreversible effects on the eyes, blue light protection is critical throughout the life cycle. Regular intake of dietary supplements containing ocular antioxidants, especially lutein and zeaxanthin, can reduce damage caused by blue light or light. "The combination of the two parties will lead vision health into the professional era.
At the event, Ba Hongbo, CEO of Aotli, and Yang Yiding, Vice President of Human Nutrition & Care Business Unit of DSM-Firmenich Group in Greater China, attended the signing ceremony of strategic cooperation. "Since its inception, DSM Nutrition, formerly known as Roche Pharmaceuticals, has always adhered to the exacting standards of pharmaceutical manufacturing and is committed to providing consumers with more effective solutions. The cooperation with Aotli will further provide Chinese consumers with more accurate eye health solutions. ”
There's no doubt that the eye health segment is unlocking great potential. According to industry data, the vision care market size was approximately $15 billion in 2019, growing at a CAGR of 4-5% from 2019 to 2025. In the process of improving health awareness, promoting national policies, and iterative evolution of product efficacy, consumers are also paying more and more attention to the core competitiveness of brands and products, and want to pursue safer and more efficient special nutritional supplements, which happens to be the advantage of Aotli.
It is worth mentioning that, as a pioneer representative of the transformation of maternal and infant nutrition products to the field of big health, Aotli continues to dig deep into the differentiated nutritional needs of different groups of people, and protects the health of the whole family with multiple brands and programs, such as children's immune health, adolescent height management, women's health care, adult scientific health preservation, etc., providing new ideas for nutrition brands to enter the big health track.
Long-termism:
Identify the demand explosion point to achieve "explosive product manufacturing machine"
Aotelli opens up new opportunities for industry increment
"It is very important to choose the right subdivision track, from the perspective of Aotli, one or two single products in a short period of time will play a decisive role in the nutritional layout of Aotli's whole family and the mental preemption of adult products. Mr. Ba said.
Looking at the development path of the industry, you will find that if the head brand wants to stably pass through the new cycle of the industry and accelerate the new stage of advanced development, it needs to rely on explosive products to open up popularity and seize the minds of users. Explosive products are hard to find, and there are only a handful of companies with "explosive product genes", and Aotli has taken the lead on the road of continuing to create explosive products.
Specifically, with the rapid development of the Internet and the acceleration of the pace of work and learning, the vision problems of adolescents and adults have been magnified by the small screen era, and the demand for eye care has also shifted from infants and children to the whole life cycle. Through the layout of children, adolescents, women and adults, Aoteli has a deep insight into the explosion point of user needs and focuses on the vision health track, and through the layout of four major sectors of children, adolescents, women and adults, it meets the eye care needs of the whole family in stages with personalized compound formula and precise content.
In the event forum, Qian Qiuxia, general manager of Ningbo Jidian Health Technology Co., Ltd., said: "Dosage forms have become an important factor driving consumer choices, and during the period of 2021-2023, nutritional gummies have achieved double-digit compound growth for three consecutive years. ”
The Aoshi Eye Lutein Ester Drink adopts a 5:1 ratio of lutein ester and zeaxanthin to meet the eye care needs of middle and large children, and the lutein ester drink plus platinum version accurately anchors the students' strong eye needs and upgrades to a high ratio of 11:1. On the basis of the 5:1 scientific ratio of patented lutein ester and zeaxanthin, lutein ester phosphatidylserine gummies are specially added to meet the needs of concentration, especially phosphatidylserine PS, lutein ester DHA gummies are added to meet the needs of eye and brain synergistic development, and lutein ester multivitamin gummies are added with multivitamins to protect the eyes with 8 effects.
Hu Wei, Vice President of NewsBio Guangsai (Guangdong) Biological Customer Co., Ltd., said: "Dietary nutritional supplements are not only nutritional supplements, but also a complete set of nutritional solutions, which is driven by consumer demand. ”
On the one hand, the high content ratio of lutein ester and zeaxanthin is used to meet the high-intensity eye needs of students, and on the other hand, phosphatidylserine PS is specially added to supplement the development of brain and eye.
Yang Deyong, founder of Maternal and Child Industry Watch, said: "From the demand side, young women from the post-95s to the post-05s are also plagued by vision problems. "The women's series of Velcoe Lutein Ester Sodium Hyaluronate Gummies contain 12mg of lutein ester and 1mg of zeaxanthin per capsule to meet the needs of women's daily eyes, and add sodium hyaluronate + B vitamins, as well as multiple high anthocyanidin juices to better protect women's health.
Xia Kesheng, Head of Sales of Aland Supply Chain Business Unit in China, said: "At present, the demand for adult eye health in the Chinese market is also growing rapidly. In this regard, the adult series has launched lutein ester krill oil gel candy covering lutein ester, zeaxanthin, Norway Aker Antarctic krill oil, nervonic acid and other ingredients, committed to meeting the needs of workplace health care.
It is worth mentioning that, in addition to insight into industry trends and innovative research and development at the level of the industrial chain, Aotli also actively works with channels to walk side by side. Shao Xindong, general manager of Gansu Greejia Maternal and Child Products Co., Ltd., said: "As the industry enters the era of stock development, the retail side needs to rely on the supply chain and refined operation to get out of the circle, and seek benefits with heavy operation. It is understood that this year, Aotli will carry out 1000+ five-star authorized retailer channel empowerment courses, Cui Yutao's national tour & Dr. Jiang Jingxiong's height management empowerment course and other activities.
Looking forward to the new five years, Aoteli will continue to advance in the category, relying on multi-dimensional innovations such as refined insight into the needs of multiple populations, multi-angle entry into the subdivision track, and multi-product matrix layout, so as to cut into the big health track with absolute strength, leverage new opportunities for the development of nutrition for the whole family, and link more consumers in the long term.
Looking at the 100 billion nutrition market, Aotli is not only a new paradigm for the transformation and upgrading of maternal and infant nutrition brands to the nutrition of the whole family, but also believes that in the future, it will also become the best choice for more families seeking nutritional supplements throughout the life cycle.
It is worth mentioning that in order to better tap the category dividends and business increments, the maternal and child industry observation and Aoshi Eye will jointly open a column on eye health issues, so stay tuned~