Author丨Nei Sanjun
Editor丨Tangerine
Looking at the infant formula food market in recent years, the industry competition has become increasingly fierce due to the decline in the birth rate and the acceleration of maternal and infant consumption iteration.
NielsenIQ data shows that China's omni-channel sales of infant formula will decline by 13.9% in 2023. In the era of stock competition, more and more dairy companies have begun to compete to break the situation, tap new performance growth points, and continue to upgrade towards the involution of the infant formula segment track.
But along with it, the uncertainty of the industry has brought huge development opportunities for brands, such as the ultra-high-end organic milk powder category.
According to DIResaerch research statistics, the global organic infant formula market sales will reach 27.11 billion yuan in 2023 and are expected to reach 62.55 billion yuan in 2030, with a compound growth rate (CAGR) of 12.69% from 2023 to 2030. In addition, some industry insiders publicly stated that China, as the world's largest infant milk powder market, will have an overall market size of more than 10 billion yuan in organic infant formula milk powder in China.
With the renewal and upgrading of its ultra-high-end organic milk powder brand "Youlan", Hypnokai once again showed its brand characteristics of insight into market development trends, conforming to consumer needs, and occupying the growth outlet.
Youlan has been upgraded and led to another city on the road
Recently, Hypnokai officially announced the new listing of Youlan, which is a further step on the road to becoming a leading brand of organic milk powder in the world.
The new generation of consumers has higher standards of parenting, and when choosing milk powder, they have higher requirements for every aspect of brand, quality, formula and content, and pay more attention to quality and function.
In the past few years, "organic" has always been the biggest selling point of organic milk powder, organic cows, organic pastures, organic processes, organic traceability, organic certification...... It means more natural, healthy, safe, and of higher quality, which has impressed a new generation of maternal and infant families.
However, with the change of user demand, the gradual increase in the number of brands entering the market, and the maturity of the R&D industry, organic milk powder must also find more value points. In particular, the new national standard and secondary formula registration put forward more requirements for the upstream resources, R&D and production of enterprises, whether it is milk powder, goat milk powder, organic milk powder, etc., they will inevitably enter the formula upgrade competition, and the dual advantages of "organic + high allocation" will become the direction of the enterprise.
It is understood that on the basis of organic, with the brand's ultimate pursuit of high nutrition, high quality and high standards, the new national standard products of Youlan also better present their own "comprehensive nutrition + differentiated advantages" through three characteristics.
First of all, it is a better source of milk, which brings diluted organic power.
As the first batch of representatives of high-end organic milk powder in the Netherlands to enter the domestic market, Youlan is the only product in the new national standard that has obtained triple organic certification from China, the Netherlands and the European Union.
The second is the leapfrog upgrade of the formula to create stronger nutrition and protection.
Among them, based on the insight that it is the expectation of every parent to make the baby's nutrition comprehensive, Youlan covers 13 high-level nutrients to help the growth and meet the high-quality feeding needs of more new generation maternal and infant families.
At the same time, Youlan has also carried out directional strengthening for "protective power", innovatively adding natural lactoferrin, active protein OPN~, organic maternal oligosaccharide combination &, and 5 kinds of nucleotides to stimulate the baby's strong protective power.
It should be mentioned that unlike the "one super and many strong" pattern of the goat milk powder market, organic milk powder cannot say who is the real "category leader" so far. However, at present, the leader of the organic milk powder market is still a comprehensive dairy company. Major brands are making efforts in product improvement, brand building, channel layout and user education, but they still have to face many "thresholds".
Behind this, on the one hand, is the growth potential of the organic milk powder market, which allows major brands to accelerate the layout of organic milk powder segments; On the other hand, the high entry threshold for organic milk powder + the "strictest in history" new national standard policy has set up high barriers for brands that want to enter the market and seize growth opportunities.
As the honorary producer of Youlan, the Dutch Hypnokai Group began to produce the first can of infant milk powder in 1938, and has rich production experience in the infant milk powder and dairy industry, and is a world-renowned Dutch century-old dairy enterprise. As a member of the Hypnokai Group, Youlan has become a household name in the Netherlands.
In recent years, Hypnokai has also made efforts in the field of organic milk powder. According to statistics, in July 2016, Hypnuoka released Youlan organic milk powder and officially entered the Chinese organic milk powder market; In 2019, at the 2nd China International Import Expo, the brand launched the Dutch version of Miffy packaging for Youlan organic milk powder; In 2020, Youlan upgraded its brand concept and introduced the new packaging and upgraded formula of Miffy, a Dutch national treasure-level cartoon character.
This time, the new upgrade and listing of Youlan is considered to be the embodiment of Hypnuoka's further deepening of high-quality nutrition, deep cultivation of the high-end milk powder market, and the demonstration of its strength to lead the high-end organic track.
Hand in hand with Jingdong and intangible cultural heritage, marketing innovation wins the high-end
In recent years, as more and more brands have entered the organic milk powder market, the competition has become increasingly fierce. Many brands are starting to start with formulations of milk powder, hoping to develop differentiated products. However, the maternal and infant industry, especially the milk powder industry, is a highly quality-dependent field, and the market growth of milk powder brands largely depends on quality strength.
As a result, only a few brands can truly grow in the organic milk powder market for a long time.
It is worth noting that this time, Youlan has become the focus of the industry, in addition to its own excellent product strength, but also thanks to its innovative marketing ideas, including in-depth cooperation with Jingdong and linkage of intangible cultural heritage Suzhou embroidery.
JD.com is a leading online and offline retail platform for maternal and infant products in China, and an important channel partner of Hypnuoka, and both parties have made remarkable achievements in brand marketing, content co-construction, and data application.
With the quality of hard-core products and good market reputation, Hypnuokai won the 2023 Jingdong Maternal and Infant Milk Powder Brand Growth TOP1, JD Maternal and Infant Emerging Brand TOP1, Jingdong Platform 2023 Most Potential Brand, Jingdong Platform 2024 Best Growth Brand and other awards, and became the official high-end organic product of JD Maternal and Infant. This highlights the leading position of Hypnokai in the maternal and infant industry, and it is also a confirmation of the dual recognition of the brand by JD.com and the market.
With the renewal and upgrading of Youlan, the cooperation between the two sides will also be further deepened.
According to Cheng Longyue, the procurement and sales of Jingdong organic products, the full-day turnover of JD organic milk powder on Double 11 last year increased by 137% year-on-year. This significant growth data fully demonstrates the strong momentum of the organic milk powder market, and also shows that the importance of the organic milk powder category on the JD platform has been raised to a new high. In the future, Jingdong will also work with Youlan to develop the organic milk powder consumer market.
Liu Yongqiang, general manager of Hypnuoka Biotech, believes that "cooperation with JD.com is a useful attempt for us to incubate new categories, lay out omni-channels, and insist on using brand power, product power and channel power to get close to and impress consumers under the strategy of 'deep cultivation of stock and development of increments' in the future."
Specifically, he said that Youlan makes efforts from the three ends of brand, product and channel, insists on empowering channels and giving back to consumers, with the help of online Jingdong platform empowerment, combined with offline channel stores to carry out diversified marketing activities, with high-end organic products to bring consumers a higher quality feeding experience, increase channel competitiveness, fully empower sales growth, and further enhance brand voice and market sales.
It is worth noting that Yao Jianping, the inheritor of the national intangible cultural heritage project (Suzhou embroidery), also shared the cross-border linkage with Youlan.
She expressed the hope that through this cross-border cooperation, the millennium intangible cultural heritage Suzhou embroidery and the centennial intensive research can collide and activate new energy, bring users a higher quality experience, and lead the high-end aesthetic experience. It will be a profound blend of quality and ingenuity, aiming to convey the ingenuity spirit and high-end quality behind the high-end organic.
The industry believes that over the years, with a deep understanding of the Chinese market and Chinese consumers, Hypnokai has continued to bring scientific innovation and high-quality nutritional solutions to more babies and families.
Through this new upgrade, Hypnokai's pursuit of quality has not only left a deep impression on JD.com and non-genetic people, but also brought a strength answer sheet to consumers, channels and industries. As the forward-looking and leading brand of the maternal and infant industry, Hypnuoka will continue to demonstrate and radiate lasting vitality.
Exegesis:
~OPN phalopontin
&指低聚半乳糖和低聚果糖模拟母乳低聚糖功能，文献Acta Paediatr Suppl. 2003 Sep; 91(441):64-7.