Marketing Advertising Issues: Low Temperature Milk Data Information

A. The current situation of domestic low-temperature milk: Low-temperature milk is represented by yogurt, which is a type of pasteurized milk that has just emerged. Its main characteristics are: short shelf life and many damages, with a minimum of 7 days and a maximum of 30 days, the cold chain and storage temperature requirements are high, and it is not suitable for long-distance transportation. Balian Cup yogurt has emerged intensively. The big brands include Yili, Mengniu, Guangming, Wandashan, Sanlu and some real estate brands (taking Tianjin as an example, There are Fu Shi Miao and Hai He). The biggest feature of low-temperature milk is that consumers have a short stay and only have one purchase opportunity! Because the average consumer purchase frequency is: eight cups once a week, B. The overall characteristics of the domestic low-temperature milk market: The current situation of domestic low-temperature milk is that there is no leading brand, and consumers are still in the guidance stage. Prominent characteristics of the market: 1. An intermediary radiation market with large circulation, wide network, intensiveness and rational consumption. 2. Dealers and distributors are mixed, and there are few excellent dealers, especially those who can accept the manufacturer’s marketing ideas and understand “who” There are fewer dealers who invest and who benefits”! 3. Consumers have low brand loyalty and are relatively rational. 4. The price system is fragile, and it is difficult for manufacturers to maintain stability in this market. 5. The market scope is wide, and the requirements for dealers’ distribution capabilities and delivery speed are relatively high. D. Mengniu low-temperature milk market status in Tianjin: I. Overall situation: 1. The general distribution strength is available, but the logistics capacity is limited and cannot cover the entire Tianjin market network. 2. Low market coverage; poor basic and display work in supermarkets and lack of promoters. 3. Market maintenance and after-sales service are poor, and delivery is not timely. 4. Pricing is arbitrary and fluctuates greatly. 5. There are few personnel to provide follow-up services in the secondary circulation market. 6. The business personnel stationed by the company cannot play their role due to conflicts with the general distributor. 7. There are many blank spaces in other areas, which are basically in natural circulation. 8. Promotions are unplanned, and new products are promoted slowly due to poor execution and resistance from dealers. 9. The existing Tianjin market model as a whole has great flaws in price, channels, services, terminals, distribution, management, and ideas, and is not enough to support the Mengniu brand image. II. Product status: 1. Original cup acid: Sales volume has declined, from an average of more than 7,000 pieces per day to more than 4,000 pieces now. The main reason: the market supply price increased, the price was too high, and milk stations and other places boycotted the purchase. 2. Single-fruit cupric acid: sales growth is slow, with an average daily volume of more than 1,300 pieces. The main reason: the market supply price increased, the price was too high, and milk stations and other places boycotted the purchase. 3. Bagged yogurt: Sales volume is mediocre, promotion speed and confidence are high in the early stage, growth is very slow in the later stage, and market response is average. Main reasons: average taste, lack of packaging, and strong continuity of competitive product promotions. 4. Madrigal House Sour: Sales volume has grown steadily before it started operating. It has reached more than 100,000 in two months since its inception. The average monthly sales volume has reached more than 500 boxes. From March, the monthly sales volume can exceed 800. Main reasons: Customers The enthusiasm is high and the promotional activities are sustainable. 5. Compound fruit cup acid: The sales volume in supermarkets is basically blank, with an average daily sales volume of more than 40 pieces. The main reason: mediocre sales in supermarkets are mainly due to low enthusiasm of dealers and high supply prices. 6. HER Leisure: Shopping malls and distribution channels have not entered. The hotel’s early product distribution and tasting activities are close to March. Sales will enter normal status. Tianjin will vigorously promote it and strive to achieve monthly sales of 200 boxes. The main reason: there is no systematic planning and promotion. III. Price status: 1. The prices of original cup acid and single-fruit yogurt are confusing. 2. The business service center has no control over the supply price in the dealer market, resulting in the inability to carry out substantive work. 3. The supply price is high, which makes milk stations and other local markets more resistant to purchasing. In addition, each milk station purchases less single fruit, resulting in endless problems with prize redemption. 4. In terms of product pricing, price increases and adjustments are arbitrary, leading many milk stations to complain to the business center. IV. Channel status: 1. Large transportation restrictions: Due to the large market and large population, the transportation time is long. For example, the transportation time from Hebei District to Xiqing District is at least 1 hour. If there is a traffic jam, the time cannot be determined.

2. Low channel share: Tianjin’s market channels are very complex, with four main sales channels: International hypermarkets: such as Tesco, Wal-Mart, Metro, Pursmart, Easy Lotus, Carrefour, etc. Regional large chain KA system: such as Jiale (21 stores, also called Jiashijie), Darun (20 stores), Renrenle, etc. Large convenience store chains: such as Wumart (47 stores). There are both wholesale and retail milk stations: (more than 400 in the city and 500 in other cities). Big breasts stations with unique wholesale functions: (more than 20). 3. Serious channel problems: Milk stations: Due to the lack of flexible control over channels and prices, milk station channels have been in a state of complaining, resistance, wait-and-see, and waiting. Competitive products take this opportunity to occupy the funds and storage space of each milk station, and vigorously carry out promotions , the market share gradually expanded, and many problems such as often untimely delivery, random adjustment of product prices, untimely promotional rebates, and after-sales service caused deep resentment and boycotted purchases. Supermarkets: The basic work of supermarkets is too poor. Works such as display competitions and HER leisure activities cannot be carried out. The display effect is average, the varieties are incomplete, out of stock, expired products, incomplete items, etc. are often confused. Promotional products and outdated products are confused. The display and terminal notifications are incomplete, the supply and retail prices in supermarkets are too high, the promoters of the general distribution have two jobs, and the shopping guides recruited by Mengniu have been delayed in entering the store because they have been postponed many times (because the company asked the general manager to Distributors have to bear part of the cost of shopping guides and promoters, but the general distributor is unwilling to bear it), grapes and kiwi fruit composite fruit pieces have been removed from the shelves; out-of-town: market blank, random supply, high terminal selling price, natural sales, no coverage and share . The market is still in a state of natural and extensive sales, and Mengniu's credibility is rated extremely low.