In recent years, under the influence of consumers' increasing attention to nutrition and health, as well as the gradual introduction of relevant policies in the industry, the scale of the special medical food market has continued to expand, showing a new blue ocean that is ready to go. Relevant data show that by 2027, the size of China's special medical food market is expected to reach 23.4 billion yuan. As the huge market potential is tapped, more and more companies are pouring into the special medical track, and a differentiated breakthrough competition is also secretly starting.
Recently, the wombat brothers 2024 new product launch partner conference was successfully held in Hangzhou. At the meeting, hundreds of dealers and mother and baby store owners across the country gathered together to witness the launch of the wombat brothers 1+1 new product together with experts and scholars such as Wang Lei, doctor of nutrition from the Second Military Medical University of the Chinese People's Liberation Army. It should be emphasized that this product is currently the first and only medical protein product suitable for more than 1 year old in China (as of the date of publication), which has successfully filled the gap in the domestic special medical industry.
The maternal and infant industry is involuted, and it is very important to play the card of "1 year old + protein special doctor".
In today's material abundance, the problem of "malnutrition" still exists. These are the result of chronic inadequacy, malabsorption or increased consumption of protein, energy and other nutrients in the diet.
As we all know, protein is the basic substance of life, which is constantly synthesized and decomposed in the human body to compose, renew and repair human tissues and cells. It can be said that protein is basically involved in all life activities, just like in height development, muscles push bones to grow, and muscle growth is inseparable from protein. Therefore, protein deficiency may cause problems such as children's reproductive health, poor height development and concentration, as well as hair loss, hair loss, and receding hairline.
At the conference, focusing on the nutritional value of protein special medicine, Professor Wang Lei, Doctor of Nutrition, Second Military Medical University of the Chinese People's Liberation Army, with the theme of "Unveiling the Medical Code of Children's Healthy Growth", combined with many clinical cases, comprehensively explained the vital role of protein in the whole growth of children and the harm of high-sugar and high-carb diet. It points out that high-quality protein supplementation will have a long-term and far-reaching impact on children's physical and mental development.
As the first company to introduce "protein special medicine" into the maternal and infant channel, Guo Hongdong, founder of Womba Brothers, also shared the original intention of the brand at the meeting. Guo Hongdong pointed out that the importance of protein as the basic substance of life is self-evident, and he believes that high-protein full nutrition special medicine will inevitably become an incremental business in the maternal and infant channel. Womba brothers have long adhered to the principle of leadership, and continue to watch the situation and do category innovation, and the introduction of protein special medicine into the maternal and infant channel is the same, we want to be a pioneer, not a follower!
Focusing on the market side, Bao Yating, founder of Maternal and Child Frontier, highly affirmed the value of special medical categories to the maternal and infant industry. Bao Yating pointed out that under the increasing involution of the industry and the serious homogenization of products, dealers and maternal and infant stores are facing the challenge of survival that gross profit continues to be overdrawn. The special medical category will become a new outlet for mothers and babies to break through the situation and achieve performance growth, especially for those over 1 year old. Because the maternal and infant industry should not be locked by 0-3 years old special doctors, it can no longer meet the trend of whole-family nutrition in the maternal and infant industry.
It is worth mentioning that at the same time as the launch of the new product, the wombat brothers officially announced at this partner conference that Professor Bao Xiulan, a top-level pediatric expert, will officially serve as the chief guidance expert of the wombat brothers special medicine. In the future, the two parties will work together to make "precision nutrition" and "long-lasting absorption" benefit more Chinese children and families!
Play a combination of precision nutrition + long-lasting absorption, and take the road of high-end breakthrough
As the focus of this press conference, the veil of the new wombat brothers 1+1 was unveiled on the spot, pushing the atmosphere of the audience to a climax. At the meeting, Hu Xuechao, president of the Womba Brothers Research Institute, introduced the product design: Up to now, protein supplementation has undergone four iterations of updates, and people have begun to supplement protein through truly functional medical proteins. To this end, we have created the wombat brothers 1+1, the golden ratio of "special medical + special diet" dual-core advantage, a bag of 15 grams of high-quality protein, no burden absorption, is currently the first and only medical protein product suitable for more than 1 year old in China, far ahead. ”
The mother and child frontier learned that the wombat brothers pioneered the concept of "precision nutrition 1+1", and achieved "precision nutrition" and "long-lasting absorption" through the synergy of the A+B product portfolio, which is suitable for people over 1 year old and postpartum women. It can not only help children improve nutritional disorders, but also provide precision nutrition and health solutions for a wider range of age groups.
The former, the Womba Brothers Special Medical Protein Component (Type A), has successfully obtained the Special Medical Registration Certificate, which is clearly certified as "a specially processed formula food for people over 1 year old who need protein supplementation under specific diseases or medical conditions". 88% high-protein, hypotonic formula, superimposed double-effect protein (whey protein isolate + soy protein isolate), to ensure excellent protein content at the same time, mild to the liver and kidneys, even if the digestion is poor, can be eaten, and provide the body with a long-lasting and stable supply of nutrients.
The latter, wombat brothers MCT γ aminobutyric acid complex mineral vitamin powder (model B), focuses on the supplement of "multi-dimensional nutrition". Its unique formula combines MCTs (medium chain triglycerides), taurine, γ-aminobutyric acid, and a selection of minerals, vitamins, and biotin. Not only does it help prevent fat accumulation, but it also provides a steady stream of power for natural growth, development and bodily functions.
If differentiated products are the way for the wombat brothers to break the game, then the multi-dimensional empowerment of the channel is the heart of the wombat brothers practicing a win-win situation. It is reported that the wombat brothers have formulated online and offline integrated empowerment such as the "Bear Roar" plan for key customers, the bear research business school, and the "big star" plan independent group. For example, Xiong Research Business School will provide, including training and certification, dynamic sales testing, online expert courses, private domain play, drainage play, professional nutritionist online 24-hour question answering, and so on.
Among them, in the dynamic sales detection, wombat brothers specially introduced urine protein creatinine detection and analysis test strips, as well as a body composition analyzer, 60 seconds of multi-dimensional all-round detection of human body composition, and provide corresponding product solutions, truly realize the professional help of stores to quickly open customers and sales. In addition, at the scene, the "Big Star" pioneer independent group store was the first to be launched and became an in-depth partner.
The market for the special medical category is in the ascendant, and brands still have a long way to go. Backed by differentiated product power and empowered by strong channel sales, the wombat brothers are bound to create a new brilliance in the special medical protein market in the maternal and infant industry! "Bag" you "bear" up, wait and see!