Guide
1. Brand Composite Index: Feihe topped the list of milk powder brand communication composite index in March
2. Brand active communication index: Junlebao brand's active communication this month is better than other brands, and its advantages are more dispersed
3. Brand popularity index: Feihe brand has the advantage of discussion on the whole network this month
01
Feihe topped the comprehensive index ranking of milk powder brand communication in March
(Data source: heat index, brand reputation and active communication index)
In March 2024, the exposure of the Feihe brand on the whole network was better than that of other milk powder brands, followed by Junlebao and Yili brands.
In terms of index, Feihe, Junlebao and Yili have stable and obvious advantages compared with other brands.
02
The official active communication influence of Junlebao brand is better than that of other brands, followed by Yili
(Data source: official website of milk powder brand, Weibo, WeChat and Douyin official accounts)
In March 2024, Miao Jian Information found through the monitoring of the official websites of major milk powder brands and the official verified accounts of the Shuangwei Yijian media platform:
- On WeChat: A2, Bright Dairy and Junlebao's official accounts are ahead of other brands, among which the A2 brand has obvious advantages.
- (1) The advantages of the WeChat official account of A2 brand this month are concentrated in the number of likes and average readings, and its average reading volume remains above 50,000, and the audience of the articles is relatively stable.
- (2) The WeChat official account of Bright Dairy brand maintained a daily update of the official account this month, and the total number of readers was still leading, and the reading volume of most of the posts remained at about 10,000, and the content was mostly product recommendations and welfare activities.
- (3) The official account of Junlebao brand has a large number of posts and total views, and the topics of the articles are mostly interactive lottery and parenting education.
- On Weibo: The official accounts of Yili, Junlebao, and Feihe are more active than other brands.
- (1) This month, Yili's brand Weibo content led the way in terms of retweets, mainly due to the live broadcast promotion and promotional activities participated by its spokespersons, and other topics such as product recommendations and parenting education.
- (2) The official account of Junlebao brand has a large advantage in the number of likes this month, which also comes from the promotional content participated by its spokesperson, among which the interactive activity released by the spokesperson Xu Minghao received 4W+ likes.
- (3) The number of comments and average interactions on the official Weibo of the Feihe brand is in the lead, which is still mainly contributed by the relevant promotional content of the Feihe live broadcast room.
- On Douyin: FrieslandCampina, Yili, and Mead Johnson's official accounts posted videos better than other brands.
- (1) FrieslandCampina's Douyin account was ahead of other brands in terms of retweets, comments, likes and other data this month, and the popularity mainly came from creative short dramas and product co-branding, while other content was mainly for live broadcast room publicity and product promotion.
- (2) The likes and total interactions of the videos released by Yili brand are in the front row, which are mainly triggered by the promotional advertisements of Jinlingguan products and its spokespersons, and most of the other videos are parenting education.
- (3) There are a large number of comments on the content released by the Mead Johnson brand, most of which come from the promotion of the two products, Lanzhen and Prime.
03
Feihe has the advantage of discussion on the whole network, followed by Yili and A2
(Data source: website, client, newspapers, news and other network-wide information)
In March 2024, Miao Jian Information found through the monitoring of the information of major milk powder brands on the whole network:
- The Feihe brand has a good attention in the whole network, ahead of other brands and has great advantages.
- In the scope of traditional media, Feihe, Junlebao and Yili have a high communication volume, ahead of other brands, among which Feihe brand has obvious advantages;
- In the social media sector, Junlebao has been mentioned by netizens significantly more than other brands, followed by Feihe and Yili.
- In the scope of self-media, Junlebao is ahead of other brands in terms of the number of mentions, followed by Feihe and A2, and the gap between the top brands is small.
04
Analysis of the industry occupancy of various milk powder brands in March
Average popularity:231.34 Average reputation:94.56%
Through the analysis of the industry occupancy of major milk powder brands, we found that a total of 10 milk powder brands, including Shengyuan, A2, Wyeth, Beinmei, Biostime, Mead Johnson, Aptamil, FrieslandCampina, Feihe and Yili, were above the industry average in terms of popularity and reputation, and the overall brand communication performance was good.
- A total of 11 milk powder brands have a heat index above the average heat index of the milk powder industry, and the Feihe brand heat index is ahead of other brands, and the amount of information exposed on the whole network is relatively high, followed by Junlebao and Yili brands.
- A total of 19 milk powder brands have a reputation above the average reputation of the milk powder industry, among which Gaopei brand has the highest reputation this month, close to 99%, and the reputation of Hypnuokai and Xibao is better than the rest of the brands.
- Due to the appearance of the Dumex brand in the article "3.15 Special丨Annual Inventory of Food Sampling Inspection" published by "Consumer Reports", negative information was re-exposed, resulting in a sharp decline in reputation.