Text丨 Zhongtong Media reporter Mu Bo
"Consumers don't know what they need, until we come up with our product, and they find out, 'This is what I wanted.' This is the insight of Steve Jobs, the founder of Apple and the American inventor and entrepreneur.
This is contrary to the common sense that "consumers give them what they want", but it does not mean that Jobs does not listen to consumers, on the contrary, Jobs also said that great products come from a combination of two aspects - technology and consumers, both of which are needed. As a result, Apple's products cause a stir every time they hit the market, and after the launch event, they cause a rush to buy.
Great companies and products always have a deep understanding of consumer needs, and at the same time, they can lead consumer needs with excellent scientific research and innovation. In the high-tech field of probiotics, Difule is such an existence.
On April 20th, the latest high-end micro-ecological precision solution of Difule, Anyou Likang, was officially launched.
On the eve of listing, in the supply chain system of Difule, Anyou Likang was quickly sold out in only 4 minutes and 45 seconds as soon as it was launched, and stores across the country rushed to order. The amazing thing is that after the large goods enter the store, they directly open the "selling while on the shelf" mode, and consumers have placed orders before the products are put on the shelves.
Why did Difule's new product "sensation half of the nutrition circle"?
This is not only because of the strong product strength of Anyou Likang itself, but also because of the in-depth insight into consumer needs behind the products, relying on the advantages of scientific research.
Specialized for recurrent respiratory tract infections
Anyou Likang is a high-end microecological new product launched by Difule, which innovatively combines two star strains, Lactobacillus rhamnosus CRL1505 and Bifidobacterium breve M-16V, to synergistically protect the self-protection system and the fragile respiratory tract. It can be said that this is a trump card product specially developed for recurrent respiratory tract infections.
In terms of strain selection, Difule has launched strategic cooperation with Sacco System of Italy, an international leader in biotechnology development, and Morinaga of Japan, a world-renowned dairy and bifidobacterium research institute, and selected two high-quality probiotic strains have been verified by rich clinical trials and scientific research, and are supported by a total of 140+ high-quality clinical and basic research literature[1].
In terms of the amount and activity of strains, Anyou Likang probiotics are accurately quantified to ensure that the number of live bacteria is true and reliable, containing about 2 billion CFU live bacteria per 6 drops, strictly following the scientific amount of live bacteria added to probiotic products, breaking the misunderstanding that "the more strains added, the better", and refusing to add blindly.
In terms of product formula, Anyou Likang innovates self-care formula, focuses on providing support for sensitive people, escorts the fragile respiratory tract, carries natural nutrition, strains supplemented by MCT, and does not contain other added ingredients, the formula is pure, and continues to provide sensitive people with a safe and healthy use experience.
On the other hand, Anyou Likang's strong product strength can be found that Difule focuses on the respiratory tract, sensitive people, and innovative self-care formulas, and there is no probiotic company in the market that can focus on such a subdivided and professional degree.
This is the corporate philosophy and scientific research strength behind the product.
The integration of scientific research and technology with consumer needs
Last year, when the middle children's "Influence" visited the MIM microbial immunometabolism laboratory built in accordance with the P3 biosafety standard, they experienced the scientific research strength behind Difule together with the maternal and infant circle.
The core of the hard power of Difule is local scientific research, guided by scientific research and technology, and integrating global probiotic supply chain resources to serve Chinese families. For example, the microecological AI bioinformatics analysis technology and the infant intestinal microbial age prediction model independently developed by Difule can data-monitor the microecological health of infants and young children and provide personalized health solutions. This is the scientific and technological leadership of Difule in the field of microecology, and it is also an important guarantee for Difule to provide consumers with precision health management solutions.
In a study carried out in the laboratory, the DiPRO MIM LAB Bioinformatics analysis team analyzed the intestinal flora of more than 1,000 Chinese infants aged 0-3 years based on a huge strain database and patented intestinal flora detection technology, and found that the intestinal flora structure of children born in recent years has changed to a great extent, the key microbiota load has decreased by 19.58%~91.69%, and the age of the microflora has been tenderized by nearly two years. The number has been greatly reduced, and the immune function of infants and young children related to this has begun to decline, and growth and development are generally lagging behind.
The team also cross-validated this significant finding with the results of another related piece of literature, and concluded that the weight and height of infants after the pandemic had decreased significantly compared to before the pandemic, which was associated with a decrease in intestinal bacterial load.
In the face of changes in intestinal type and microbiota structure, a large number of probiotic products on the market need to be reconstituted in order to effectively cope with the current growth needs of children. Mr. Shen Yang, general manager of Difule, analyzed forward-looking: "All probiotics need to be redone. For sensitive and fragile infants and young children, the pre-2020 microbiome precision health solutions may no longer be effective in the future. ”
Precise nutrition solutions should be up-to-date and individualized. "In the next 5-8 years, the industry of solving health problems through microbiomes will become very interesting, the life cycle of products will become very short, and all the products that are on sale today will need to be redone. ”
Redoing is not simply "doing it all over again", but a higher level and deeper level of product innovation. "The change in the intestinal type and microbiota structure has led to a major adjustment of the solution to human health through the use of microorganisms. ”
For example, from the perspective of solving problems, Anyou Likang specializes in recurrent respiratory infections. More and more detailed studies have also shown that the intestinal microbiota is closely related to respiratory viral infections, and may affect the occurrence and development of the disease through the "gut-lung axis". In short, the respiratory tract is one of the first lines of defense of the body's immunity, and protecting the health of the respiratory tract can effectively protect intestinal health. In the past, many probiotics were directly aimed at intestinal health, solving or repairing existing problems, ignoring the "entrance" problem of repeated respiratory health. Under the new change point, Difule has developed a higher-level precise microecological solution based on human body changes and in-depth insight into human health.
As an innovative masterpiece of Difule, with the double BUFF blessing of scientific research and demand insight, Anyou Likang has aroused strong repercussions in the nutrition circle after its national listing.
Returning to the origin of the theory of "creating consumers' unaware needs", companies should not only understand the deeper reasons behind consumers' demand for products, but also have the responsibility to figure out in advance what they want in the future. This is also the mission that we have always adhered to, hoping to change the way people manage their health in the future with efficient microbial solutions, reduce the use of drugs, and reduce the occurrence of diseases.
In the post-epidemic era, when a new round of probiotic competition is opened, Difule has already made a long-term layout and is "far ahead" by virtue of its strength.
Footnote:
[1] The strains related to probiotics can be traced back to 140+ high-quality clinical and basic research literatures.