Zhu Hui, Director of Public Affairs of Jianhe Group in China: BNC, ANC and PNC drive the "troika" of healthy nutrition growth

Reporter Li Haoyue

Jianhe, who has been deeply engaged in the field of nutrition and health for many years, has officially entered the pet field this year and successfully completed the in-depth layout of the three major channels of infant nutrition and care business unit (BNC), adult nutrition and care business unit (ANC), and pet nutrition and care business unit (PNC).

It is worth mentioning that the three major businesses of Jianhe BNC, ANC and PNC have all delivered satisfactory answers in the first half of this year. According to the financial report data for the first half of 2021, BNC's milk powder business in China increased by 8%, of which Hopson goat milk powder performed prominently, with a strong growth of 71.8%; ANC regained its upward trend in the first half of the year, and Swisse China achieved double-digit growth of 18.4%; PNC, as the official opening of sales in the Chinese market in April this year, set a good record of 64.2% year-on-year growth in the Chinese market in the first half of the year.

In this regard, Zhu Hui, director of public affairs of Jianhe Group in China, shared with the securities daily reporter the company's strong experience in the Chinese market.

Grasp the trend

Enhance scientific and technological innovation

Since the launch of the "Healthy China 2030" strategy, as well as the impact of the new crown pneumonia epidemic, consumer health awareness has been greatly improved, and the demand of Chinese consumers for probiotics and products related to increasing immunity has increased significantly, and the Trend of High Standardization, High-end and Functional Segmentation of China's Probiotic Market will be an important direction for future development. Tianfeng Securities Research Report pointed out that the scale of China's probiotic market is expected to be close to 100 billion yuan by 2022, and the market space is huge, with an average annual growth rate of about 14%, which is now in a period of rapid growth.

Jianhe has made remarkable achievements in the field of probiotics. Among them, Hopson Probiotics has won the world's first brand of baby and child probiotics for three consecutive years, selling more than 2 billion bags in 18 years, which is the choice of 9.6 million mothers worldwide. "All along, Hopson has insisted on making continuous progress on the road of helping the health of the whole people and technological innovation." Zhu Hui said that the Group has established the Synbiotic Nutrition and Nursing Research Institute (BINC), and has in-depth cooperation with high-end research and development institutions such as the Chinese Academy of Sciences and the Chinese Center for Disease Control and Prevention to promote the integrated development of microecology, probiotics and prebiotic research, production, learning and research.

Talking about the development trend of probiotics, Zhu Hui believes that in the future, only by continuously deepening its own technical advantages, increasing investment in the research and development of new probiotic products and new technologies, and building a more professional and refined probiotic product matrix can we promote innovative research and development breakthroughs in the industry, improve category upgrades, and further consolidate the leading position in the industry. ”

Grasp the young group

Delivering the idea of pluralism

The data shows that from 2020 to this year, the market size of the health care product industry has maintained a double-digit growth rate, and it is expected to exceed 330 billion yuan in 2021. With the improvement of people's concept of healthy consumption, health demand has gradually spread from "silver-haired people" to "younger generation".

It is precisely because of the insight into the trend of chinese health care product consumers becoming younger and more fashionable, Swisse, a natural nutrition brand under Jianhe, has continuously innovated marketing methods to deepen the educational penetration of consumers.

Zhu Hui introduced that this year's 618 shopping festival, the company through the joint actor Wang Ou in the whole network brand fun activities, triggered netizen interaction; in March this year, by upgrading the brand attitude TVC to convey scene-based communication, in the whole people will blow up the "body will also be hungry, eat Swaishi" health trend ...

In this regard, Zhu Hui said that the company will continue to cooperate with professional institutions to give Chinese consumers more scientific and nutritious health guidance, and will also pass on more scientific and nutritious concepts through more diversified ways. In terms of channels, we will combine the interactive methods of e-commerce platforms and offline retail, and pass on the correct nutrition concept to the new generation of Chinese consumers through forms such as short videos, cartoons and celebrity endorsements.

Keep digging new tracks

Pet nutrition is also "crazy"

The pet track is widely considered by the industry to be the new track that is closest to the mother and baby track. Pet nutrition has also become a "new force" that is currently popular with capital. In November 2020, Jianhe Group acquired a 100% owner's interest in SolidGold, an imported pet nutrition brand focused on intestinal health. In addition, Jianhe went on to acquire ZestyPaws, a leading U.S. pet nutrition brand.

In the first half of this year, the PNC business led by SolidGold developed rapidly, confirming the correctness of Jianhe Group's entry into the pet field. "Cutting into the pet track and acquiring SolidGold and ZestyPaws is closely linked to the Group's vision, which is to make the whole family healthier and happier. With the development of China's economy, for many parents, pets have become part of their family members. With the aim of being healthy and happy, we hope that the whole family, including pets, can also be healthier and happier. The Group announced the launch of the Pet Nutrition and Care Business Unit (PNC), which we hope will become the third core of the Group, providing Chinese consumers with high-end, imported pet nutrition and care products, while also contributing to the growth of Jianhe. Zhu Hui said.

Relevant data show that the pet penetration rate in European and American countries is much higher than that in Asian countries, and the proportion of pets in Chinese families is low. But Zhu Hui introduced, "China's pet market covers all aspects of pet life, has formed a relatively mature industrial system, China is one of the fastest growing pet food markets in the world, and the trend of pet status gradually becoming family members is becoming more and more obvious, China's pet nutrition track will usher in an explosive period." ”

In this context, Jianhe Group announced the launch of the Pet Nutrition and Care Products Business Unit (PNC) in the hope of setting a new benchmark in the pet nutrition industry in the future. The three engines of infant nutrition and care business unit (BNC), adult nutrition and care business unit (ANC), and pet nutrition and care business unit (PNC) channel sharing and resource complementarity, synergy effects help the group grasp the pet market, focus on the trend of pet high-end and online channels.

Zhu Hui said, "It is precisely because of Jianhe's many years of experience in the field of nutrition and health care that the Group will further extend nutritional products and services to the physical and mental health of pets, and will also rely on the resources of the Group to seek professional support from all parties on the one hand, on the other hand, through channel advantages, strengthen the education and promotion of dealers, professional channels and online social platforms, guide the cultivation of scientific pet feeding concepts, and disseminate scientific pet feeding knowledge." In addition, the Group's in-depth research in the field of intestinal health for many years will also empower the pet nutrition and care business and create a professional pet nutrition and health solution on a global scale. At the same time, with the addition of SolidGold and ZestyPaws, it will also help the Group grasp the fast-growing global market, accelerate the Group's globalization progress, and promote the leapfrog growth of the pet nutrition and care business. ”