"We must be the most profitable milk powder brand for channel partners, and the best infant formula for digestion and absorption."
"It is necessary to let the channel make money first, let the channel trust, and the business can last."
Mou Shanbo, Chairman of Yeeper Dairy, expressed Yeeper's development philosophy and determination at the 2024 China Guangdong Summit.
Industry barriers
"It is necessary to look at the trend of the infant formula industry from a long-term perspective."
Mou Shanbo said: "After 20 years of development, the maternal and infant industry has gradually evolved from a fully competitive market pattern to an oligopoly. ”
"At present, the number of newborns is declining, the overall market is oversupplied, the market is shrinking, and the pressure on upstream manufacturers' financial reports and production capacity is transmitted to channel providers."
"The price of the industry is mainly determined by the price of the main circulating products, and the price of currency products will fall, and the price of spot products will also fall."
"The real problem brought about by this is that the shipping pressure of channel providers has increased, and the price of milk powder has continued to decline."
Mu Shanbo pointed out: "In the face of such industry problems, the solution adopted by many brands is to continuously improve the formula and upgrade the product, which cannot form effective industry barriers. ”
The selection of products is the selection of enterprises
Why?
"The Mundell theory of incompatibility tells us that a country cannot achieve the three goals of free capital flow, exchange rate stability, and independent monetary policy at the same time."
"Extending to the maternal and infant industry, consumers, channels, and brands, in the process of maximizing their respective interests, it is often difficult to take into account the interests of the three at the same time." Mu Shanbo said.
"Who doesn't make money when milk powder is sold cheaper? Is it a channel or a brand? ”
"This is a big problem for our industry."
Mu Shanbo said that there are two common solutions to this problem in the industry:
1. Customized products, the channel side unites to launch customized products to solve the problem of channel profits.
2. Scarce products, the brand launches products with scarce resource attributes.
The theme of dynamic sales in China is "breaking boundaries and integrating to sell good goods", and good goods are customized products or scarce resource products? This involves a question of product selection.
Mu Shanbo believes that the selection of products is the selection of enterprises, and whether enterprises can bring long-term stable and healthy benefits to the channel side.
An excellent cooperative brand needs to have the following elements: excellent corporate strength and high-quality products, altruistic thinking and cooperation and management philosophy.
Product-based
"The healthy development of infant formula companies depends on four core competencies: factory, ranch, team and brand. ”
Factory: Yeeper Dairy has 8 dairy factories, 5 infant formula factories, 2 quasi-infant formula factories and 1 cheese factory in 4 countries around the world, creating a complete and advanced international industrial chain, with a large number of factories, more milk powder formulas and more choices.
Pastures: Yeeper has 2 dairy sheep farms in Qingdao, with a total of more than 10,000 dairy sheep. The self-owned Golden Farm provides a stable and high-quality milk source, which is a prerequisite and an important guarantee to ensure the quality of the product.
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Team: Yeeper Dairy has made remarkable achievements in team building, with 6 sales companies and a professional service team of nearly 2,000 people to provide high-quality professional dynamic marketing empowerment services for partners and consumers.
Brand: In terms of brand building, with the endorsement of the four celebrities as the IP image, Yeeper continued to place advertisements in more than 40 key airports, high-speed railways and community ladder media across the country, and sponsored the cartoon programs "Sports Are Different" and "Three Children Are Coming".
"Driven by the four core competencies, Yeeper has created a variety of products such as high-quality goat milk powder products, special medical formula milk powder and milk powder to meet the needs of different babies, which has won positive response and high recognition from the market."
The proportion of whey protein in the first stage of Yipin infant milk powder reaches 80%, and the third stage is also maintained at 60%, and the high whey protein content can help babies better digest and absorb.
Yeeper is achieving the goal of "making the best digestible and absorbable infant formula".
Let the channel make money first
Mu Shanbo said: "One of the purposes of Yeeper is to be the most profitable milk powder brand for channel partners, and the principle of business development is based on the incremental profit increase of partners, which is the basic rule of Yeeper cooperation. ”
"Yeeper Dairy solemnly promises to continue to consolidate the construction of the industrial chain, and transform the price war into a value war through management innovation, product innovation and technological innovation, so that consumers can truly feel the value of the product. In order to alleviate the downward pressure of industry prices, protect the interests of channels, and ensure that partners can obtain priority benefits in a long-term and stable manner. ”
"Even if there is only one dollar of profit left in the industrial chain, it should be earned by channel partners." Mu Shanbo said firmly.
"As the head of Sgenary, I will go deep into the market to understand market changes, needs and voices, and ensure that products and strategies are in sync with the market."
Finally, Mu Shanbo made a statement on the issue of goods control and price control that the channel is most concerned about: "When encountering specific problems of goods control and price control, we will solve them according to different levels." “
"The problems on the point will be solved by the provincial team, and the sales director will be responsible for the problems on the surface.
"Again, we hope that channel partners will make money, and only when partners make profits, will they trust us more and business can be long-lasting."