Whether it is milk powder or goat milk powder, "from category identity to brand recognition" can be said to be an important signal of market maturity, that is, consumers are becoming more and more aware that "I only want this brand". From the perspective of the development of this industry, from the benchmark of a new generation of high-end milk powder to the top of the minds of a new generation of users, Blue River has undoubtedly embarked on the pioneer road of "brand recognition".
Just as the "Easy Comedy Festival" exclusively titled by Blue River was recently launched on Tencent Video, creative content ignited the comedy variety show market, and the popularity of the program continued to rise, and Blue River once again circled the new generation of young parents with a high-end, high-quality, interesting and "material" image.
The decline in the birth rate has intensified the competition for milk powder stock, why does Blue River still have such a strong ability to "attract fans"? Maternal and infant users continue to update and iterate, why does Blue River always win the love of the "new generation" of mothers and become a popular choice of the channel? Let's find out!
"New generation" traffic play
Continue to innovate and rejuvenate marketing, and stand firmly on the top of users' minds
Digging deeper into the consumption attitudes of the "new generation" of young mothers, we often find that they not only pay more and more attention to the professional attributes of products and brands, but also pay more attention to the emotional value that brands can provide.
However, the difficulty in the maternal and infant market has always been that it is extremely difficult to grasp the balance between the "fast" iteration speed of the crowd and the "slow" trust building of users. If you want to capture a new generation of young users with independent personality and self-pursuit, the conventional marketing routine has become ineffective, and "one trick is eaten all over the world" no longer exists, so we must move according to the situation, continue to innovate communication methods, and integrate the brand with the young group.
Taking the "Easy Comedy Festival" exclusively titled by Blue River as an example, the show is a multi-category comedy comprehensive event that includes talk shows, comics, and Sketch (sketch comedy), with "laughter" as the underlying logic, bringing the purest emotional value to the audience, some popular actors familiar to the audience such as Xu Zhisheng, Hulan, Li Chuan, etc. all appeared in the show, and many viewers shouted "This is simply a big team building for comedians", and all the troubles and boredom in life are released in a simple and direct happy impact," Make laughter easier", just as Blue River's new generation of high-end milk powder makes parenting easier, the happiness of young people is so simple.
Looking at a series of ways to play Blue River's titled variety shows in the past, the happy magic of "Talk Show Conference 3", the presumptuous vitality of "Just a Teenager", the courage and fearlessness of "28-year-old You", and the love dream of "Like! Got Talent", when Blue River entered the inner world of young mothers with the help of variety shows, it paid great attention to digging deep into the fit between the brand value concept and the core of the program's thinking, finding the "pain points, itching points, and cool points" in the hearts of young people, and achieving resonance in emotional value, so as to truly play and think together with young users.
The gameplay is ever-changing, but it is the same - "young parents as the main axis" has always been the core of Blue River's differentiated marketing. Titled popular variety shows, signed contracts with Zhang Yuqi and Dong Zijian, in recent years, Blue River's series of pioneering methods on the marketing side have demonstrated the temperament of the brand and the young people. At the same time, extensive dialogues and in-depth exchanges with the younger generation in core traffic positions such as Douyin and Xiaohongshu have accelerated the penetration of Blue River's new generation of high-end milk powder in the minds of young mothers, making more mothers become loyal users of Blue River.
The benchmark for "new generation" formulations
Self-protection + good absorption, the top milk powder directly hits the pain point of demand
As a highly innovative brand, Blue River has always been driven by innovation and at the forefront of the industry. Looking back on the last five years, Blue River has opened up a rare sheep milk category that accounts for only 1% of global milk production in the homogeneous competition of the goat milk powder industry, truly meeting the new demand of a new generation of families for high-end milk powder.
Entering the new national standard and the new five years, Blue River has accelerated innovation, not only winning the first place in the new national standard competition, but also carrying out differentiated innovation on the product side, creating Blue River sheep milk powder, the "goat milk powder formula ceiling" product;
According to the "2024 Maternal and Child Industry Observation Channel Research & Category Insight Report", among the milk powder feeding effects that consumers are most concerned about, self-protection/immunity, digestion, and absorption rank among the top three. Blue River's new generation of formula milk powder has a forward-looking insight into needs, and takes "self-protection" and "good absorption" as the value anchor to bring "top" protection to babies.
At the same time, Blue River invited the well-known maternal and infant parenting blogger "Rice Cake Mother" with a master's degree in clinical medicine from Zhejiang University to serve as the verification officer of Blue River's self-care ability, to deeply explore the close relationship between the baby's self-care ability and healthy growth from the perspective of mothers, and to verify the important value of the scientific formula of infant formula on self-care based on a broader and deeper front-line parenting experience, so as to empower the new generation of high-end milk powder of Blue River.
Sea →
Specifically, Blue River Goat Milk Powder has created a "goat milk powder formula ceiling" from the four nutritional dimensions of self-protection, absorption, intestinal motility and brain vision, and the two hard-core advantages of "2800mg lactoferrin + empirical 8 HMOs" have set a new benchmark in the industry, and also pushed high quality and high value to a new height. Blue River Spring Goat Milk Powder focuses on strengthening lactoferrin and OPO addition, which helps the baby's self-protection, eye and brain development, digestion and absorption to be comprehensively improved, and it is delicious and tasteless. Blue River Mu Apu Milk Powder is upgraded with "four active protein nutrients" (α-lactalbumin, hydrolyzed whey protein, lactoferrin and casein phosphopeptide CPP) to achieve further product strength, with 79 kinds of formula nutrition, bringing more comprehensive growth and care for babies.
Behind these, the global production capacity layout of China-Singapore-Italy and the resource advantages of the whole industry chain have laid a solid foundation for the quality of Blue River's new generation of high-end milk powder, and the world's leading scientific research system provides a steady stream of power for continuous quality upgrading. And young mothers' preference for Blue River milk powder can naturally bring natural traffic to the channel.
The maternal and infant industry observed and visited the market and found that the sales trend of Blue River sheep milk powder continued to improve this year, ranking among the best-selling cards in many stores. Many mothers went to the stores to inquire and buy Blue River sheep milk powder, and many stores also reported that Blue River sheep milk powder users have a good reputation and a higher turnover rate, which is more suitable for the current channel selection strategy.
A "new generation" channel partner
Turning traffic into retention, the united front is a win-win business growth
While strengthening the hard power of products, accelerating the establishment of brand mentality, and leveraging greater traffic, Blue River is also working with channels to transform a new generation of young mothers into their own "retention" with clearer strategies and actions, empower channel business growth with brand power, promote the benign operation of the market with unprecedented determination and courage, and drive the high-quality development of the industry.
On the one hand, the united front, to be a firm guardian of channel interests, and to jointly build a sustainable market order. In the face of many long-standing stubborn diseases in the milk powder market, in 2023, Blue River proposed and implemented the measures of "one strict, two guarantees and three controls" to severely crack down on the chaotic price of goods, protect the interests of channels, protect the profits of stores, control the area and control the price of goods, and cooperate with channel partners to build a two-way market. Over the past year, channel control has achieved remarkable results, terminal performance has continued to improve, and consumers can buy with peace of mind and happiness.
On the other hand, we should give full play to our joint efforts and brand channels to do a good job in serving the last mile and stimulate more growth. Accurately grasp the needs of the "new generation" of young mothers, promote the digital and intelligent upgrading of channels, and combine the digital membership system to better serve consumers. For example, Blue River is carrying out the "6-for-1 membership benefit activity of opening cans and scanning codes", launching more benefits for new customers and giving more support to core stores, etc., to undertake the minds of users with high-quality products and services, stimulate new business in stores with innovative gameplay, and become a "new generation" partner of more channels.
It is true that the victory of the brand is ultimately the victory of values. Behind the common values is the same frequency resonance of the brand concept, the high recognition of product value, and the close support of the channel strategy.
No matter how you look at it, Blue River has delivered the highest answer. And this is also the fundamental reason why Blue River has always been loved by the "new generation" of young mothers and the channel is safe to choose!