As an important force in the dairy industry, the goat milk industry has shown a vigorous development momentum in recent years. With the awakening of people's health awareness and the improvement of living standards, the demand for high-nutritional value foods is increasing, and more and more consumers are willing to pay for high quality.
As a nutritious, easy-to-digest and easy-to-digest dairy product, goat milk has entered the field of vision of consumers, which initially comes from its own unique advantage: about 3% of newborns are allergic to cow's milk. This group will actively look for a substitute, and the most suitable one is goat's milk. There are 10 million newborns in China every year, and 3% of them also have a market demand of more than 300,000.
Therefore, the emergence of the core market of this new category initially relied on the characteristic of "not easy to allergies" to meet some of the rigid needs, and then on this basis, the research and development of new technologies and the expansion of categories were done. Compared with the 100 billion yuan of milk industry, the goat milk industry is still a niche industry in the past many years, and is in a blue ocean market that needs to be developed urgently. With the advancement of industrial development and consumption upgrading, the pain points of the development of the goat milk industry are being solved one by one by category innovators represented by the goat master, and the goat milk category is entering the fast lane.
As the economic center of southern China, Guangzhou has a unique geographical location and abundant resource advantages. There are many industrial chains and industrial clusters here, covering manufacturing, service industry, e-commerce and other fields, providing entrepreneurs with a broad market space and unlimited business opportunities. Ten years ago, Lin Wenming, the founder of Goat Master, had a deep insight into the huge growth space of the goat milk market, and relied on the advantages of Guangzhou's industrial cluster to create a new dairy brand, Goat Master, focusing on the research and development and production of goat milk products. As soon as the first generation of products appeared in the CCTV mall, it quickly triggered a boom in goat milk ordering.
As an important part of traditional retail, China's dairy industry has experienced highs and lows due to the economic situation and industry turmoil, but overall, the channel pattern with hundreds of thousands of stores as the main body has not changed. In 2018, as China's new generation has become a new consumer force, their pursuit of health and quality has gradually become prominent, superimposed on factors such as changes in family structure and the flourishing of new retail, the development of Sheep Master's offline stores has ushered in new changes, from Guangdong to Fujian, and from Fujian to the whole country.
For brands, it is not easy to truly achieve new retail, Master Sheep deeply focuses on the channel, integrates online and offline, and builds an ecology of "traffic + content + platform", in this ecology, the content and social network carried by the platform play a role in customer acquisition, and the mutual guidance of technology and data-driven traffic and the optimization of the supply chain create greater service value.
As the "hometown of China's dairy goats", Shaanxi Province has 1.7 million dairy goats and 500,000 tons of goat milk output, ranking first in the country. Relying on the high-quality milk supply chain in Shaanxi, Master Sheep has mastered the milk source with one hand, and has made great efforts in research and development, and has delivered goat milk to thousands of households by virtue of the advantages of channel stores covering 18 provinces (including municipalities directly under the central government).
The leading channel stores of Sheep Master adopt the positioning method of near and far to reshape the competitiveness of customer acquisition. Develop goat milk distribution stores in core business districts or suitable locations, focusing on services such as experience, display and delivery, so as to form a traffic vortex. In the vicinity of new and old buildings, small near-field access stores are laid out to provide fast experience and docking services. The service staff of the store has transformed from a simple sales guide and milk delivery staff to a professional exclusive butler service, becoming the main or even the only interaction point with consumers, and providing consumers with professional and high-quality active shopping guide and after-sales service through effective integration of other service resources.
In mid-December 2020, in the 2020 China New Economy Brand Leader Online Evaluation Activity jointly sponsored by Entrepreneur Daily and Market Information Daily, Master Sheep, as an emerging brand, was awarded the two major honors of "China's New Economy (Goat Milk) Industry Leading Brand" and "National Commercial Quality Award", and the founder Lin Wenming was awarded the honorary title of "China's New Economy Annual Honest Entrepreneur".
Upward in business is an ability, while being good is a choice. In addition to the year-on-year growth of the goat milk business, Lin Wenming, the founder of Goat Master, regards the creation of greater social well-being as an important goal in addition to commercial profit, in order to lay a deeper and more stable foundation for the enterprise to create social value. During the epidemic, the Guangzhou headquarters donated a total of 300,000 bottles of fresh goat milk to hospitals and communities around the world, contributing to the fight against the epidemic. In 2023, Master Yang launched the "One Bottle of Water" public welfare activity and the love activity to support the lonely and widowed elderly in poor areas, interpreting the social responsibility and responsibility of the enterprise with down-to-earth actions.
Looking at the entire goat milk industry, the sheep master has been steady and steady step by step, providing strong support for its development. Today, Goat Master has expanded its business to more than 100 cities across the country, serving nearly one million families, showing strong competitiveness and development potential, and becoming a veritable leader in the goat milk category. In the future, Master Sheep will have a strong brand power to seize consumers' minds about high-end goat milk cognition, and lead more consumers to take the initiative to choose natural and nutritious goat milk products.