"Since the beginning of 2024, channel confidence has recovered slightly, and the overall market perception has been seriously polarized. Brands are facing greater challenges in both brand strategy and sales strategy. Overall, there are opportunities and challenges. Recently, Gao Xu, marketing director of Betjia Group, said in an exclusive interview with "Maternal and Child Industry Observation".
In his view, with the upgrading of consumption in the maternal and infant industry, the current competition of milk powder brands is no longer a single-dimensional competition of product hard power, but a comprehensive game of multi-dimensional strength such as "product power, brand power, and channel power". Based on this, on the one hand, Betjia continues to consolidate its product strength, focus on consumer needs, and build professional barriers to products, and on the other hand, it insists on symbiosis and win-win with channels, and empowers channel growth with strong brand strength.
Insight needs + multi-dimensional innovation
Betjia strongly penetrates the minds of the crowd
As more and more post-95 and post-00 generations enter the team of the new generation of parents, the demand for refined feeding has exploded, and their exquisite pursuit of life is also reflected in the consumption of baby food.
In the face of the new cycle of shock and innovation in the milk powder industry, it has actively gained insight into consumer needs, continued to advance on top of the new national standard, and explored more possibilities for industry growth while bringing consumers high-quality choices with product quality innovation and differentiated product matrix.
Focus on refined needs and seize the opportunity of the category track. As the "pure sheep representative" in the domestic milk powder brand, Betjia is not only the first batch of goat milk powder brands that have passed the new national standard, but also the infant formula goat milk powder is anchored to the natural and organic needs of consumers, using the "organic sheep whole fat + organic walnut oil" dual-core organic formula, which not only promotes the early development of the eye and brain, but also restores natural nutrition for the baby. At the same time, Betjia adheres to the development strategy of "cattle and sheep at the same time" and launches Lebei infant formula. It is understood that Lebeichu infant formula milk powder innovatively adds a variety of high-quality proteins such as lactoferrin, MFGM milk fat globulin membrane protein, OPN active protein and α-lactalbumin to help the baby's brain, nervous system and internal immunity develop comprehensively.
As the competition in the milk powder market becomes more and more fierce, the high-quality growth of dairy enterprises in the future must focus on the crowd and create differentiated value. Betterjia is well aware of this, insists on continuously enriching the product line, and has built a product matrix covering multiple categories such as infant formula milk powder, children's formula milk powder, maternity formula milk powder and middle-aged and elderly formula milk powder, realizing the coverage of users of all ages.
Deepen the layout of the whole industrial chain and build a solid foundation for quality. "Betjia has the ability to control the whole industry chain of independent R&D and production, and has completed the industrial layout of domestic + imported wholly-owned factories very early. When talking about the strength and potential of the brand, Mr. Gao said.
Specifically, in terms of milk source construction, Betjia series goat milk powder is imported from the Netherlands, fresh air, abundant precipitation and unique rye grass provide a unique growth environment for Saanen dairy goats, and the nutritional value of goat milk is higher; The cows belong to grass-fed dairy cows, feed on natural pollution-free fresh grass, refuse any artificial or other forms of growth hormone to promote dairy cow production, and the rarity and natural safety of its milk source have been widely recognized by the market.
In terms of production process, Betjia's production plant adopts the "pharmaceutical grade" standard, the air purification degree of the workshop reaches GMP 100,000 level, and the dry and wet composite production process is adopted to ensure the nutrition and quality of milk powder to the greatest extent. In terms of quality supervision, Betjia follows extremely strict inspection standards, and each can of milk powder from Betjia must go through 362 strict tests to ensure the high quality of the product.
There is no doubt that the current maternal and infant industry is changing rapidly, and for brands, the only way to win is to grasp the core trend proposition of consumers, grasp the real needs of users, and create and lead the trend. With its rich product matrix layout, Betjia accurately meets the differentiated needs of different groups of people and accelerates its breakthrough under the new five-year cycle of milk powder.
Based on the channel, pull up the brand
Betjia insists on working with partners for a win-win situation
If product power is the "gravitational field" that stimulates consumers' interest and activates purchase motivation, then the layout of multiple channels is the "radiation field" that amplifies the brand's sound effect and acquires customers extensively. When talking about the relationship between the brand and the channel, Mr. Gao shared: "There is a channel first and then there is a product, especially for Betjia! ”
In terms of channel construction, Mr. Gao said at the 2023 year-end conference ceremony of Betjia: "Betjia will focus on the upgrading of community stores and chain stores, promote unification and standardization, and conduct periodic and targeted training for dealers and channel teams, so as to upgrade from channel-driven to brand-driven." Adhere to the channel-driven brand and channel core products 'unchanged for five years'. ”
First, in response to business problems such as goods fleeing and price disorder, Betjia has specially launched the "Shell Plan" to ensure the stability of product retail prices through digital intelligent internal code management, price control and strict crackdown on goods fleeing. It not only ensures the reasonable profit of the channel, but also enhances the confidence of the channel operation.
It is worth mentioning that "Betjia has been committed to the construction of key customers and key stores, and on the premise of fitting this strategy, it ensures stability and continuity." The Beike project is a good map, the project was officially launched in the second quarter of this year, and the strategic company has a clear plan for the next two years around the product/sales/promotion of this project. Mr. Gao said.
Second, in response to the problem of new customer development, Betjia has played multiple combinations, such as offline cooperation with Hive Hive to reach life scenes in an all-round way, and online based on the title of popular variety shows, title high-speed rail advertisements, etc., to open a new chapter of brand "out of the circle marketing", through strong brand power to empower the channel, the precise new customer resources to the store terminal, to ensure the interests of the store.
Third, build a professional marketing team to gather support for partners. It is understood that "Betjia's internal talent reserve strategy ensures the vitality and potential of the sales team, and many front-line personnel are contemporary consumers themselves, and they have given the company feedback and opinions at the same frequency in sales strategy and promotion strategy." ”
As Mr. Gao said, the milk powder market has always been both opportunities and challenges. While the industry is shaking and innovating, focusing on consumer needs and focusing on category trends may be new opportunities for brand development. As a milk powder brand focusing on "small and beautiful", Betjia has insisted on meeting the fine needs of users and channel profits as the core for many years, and has developed multi-dimensional product power, brand power and channel power to establish the recognition and trust of users and channels for the brand. Looking forward to the future, we believe that Betjia will continue to work hand in hand with partners to drive the development of the industry.