Why Chinese brands should pay attention to big data

“A cup of milk strengthens a nation.” East Asian people who lack the habit of eating dairy products insist on a cup of milk every day, which forced the average male height of Japanese citizens to jump up by more than 10% in less than two generations. centimeters, exceeding that of China. Milk, as the driving force behind this, is difficult to ignore. The country has also paid more and more attention to and encouraged the consumption of dairy products, especially liquid milk, by its citizens.

In addition to policies and habits, economic level also determines the consumption of liquid milk to a certain extent. The growth of per capita GDP will also push up the consumption of liquid milk. At present, the world’s major countries with per capita GDP exceeds 15,000 US dollars. The average consumption of liquid milk in developed countries is more than three times that of China. With the further development of my country's economy, my country's liquid milk consumption will have huge room for growth.

The huge market and long-distance transportation requirements have allowed UHT milk to dominate the market, which has prompted the rapid growth of base-based milk companies, giving birth to a four-echelon structure with Mengniu and Yili as the first echelon.

At present, the overall consumer population of liquid milk is obviously younger and more sophisticated, and the distribution is mainly concentrated in the developed eastern regions. In the future, middle-aged and elderly people, the Northeast and West, and mid- and low-tier cities will all be incremental and potential markets for liquid milk.

01. Liquid milk market and user profile

Consumption potential

China’s per capita liquid milk consumption is far lower than the average level of major global countries, and there is room for growth in liquid milk consumption huge.

Market Size

The domestic liquid milk market has huge growth potential, with white milk as the main market player and room-temperature UHT milk taking the lead.

The scale of liquid milk reached 310 billion yuan in 2017, with a compound annual growth rate of 5.6 in the next five years. The market size is expected to reach 407.6 billion yuan in 2021, with huge room for growth.

It is expected that by 2021, white milk will still be the main player in the market, and room temperature UHT white milk will continue to dominate.

Market structure

The domestic liquid milk market is divided into four echelons, with Yili and Mengniu occupying the first echelon as the two giants.

Attention Trend

Liquid milk giants Yili and Mengniu are the most concerned by 360 users, especially food safety news that is most likely to become a hot topic.

As giants, Yili and Mengniu attract the most attention from users. Food safety issues are the most nerve-wracking for users. Any problem can explode quickly and last for a long time. However, a positive official response can usually draw attention to the highest point, thereby quickly addressing public concerns and quelling negative impacts. The WeChat public account "Entertainment Backstage" published an article "Mengniu: The No. 1 Poisonous Milk in the Variety Show Naming Industry" on November 13, 2016. Mengniu sued the WeChat public account to the court, demanding an end to the infringement, an apology, a compensation of 1 million yuan, and rights protection. expenditure. On April 17, the Olympic Village Court of the Chaoyang District People's Court of Beijing held its first hearing on the "tainted milk" incident and exchanged evidence. The website of the State Food and Drug Administration publicly announced that Mengniu had been arrested for spreading rumors about a video containing excessive aflatoxin levels. The Dairy Industry Association responded and clarified that Mengniu’s discovery of Aspergillus aflatoxin exceeding the legal limit is old news and is a rumor. The person who spread the rumor has been sentenced to 10 months in prison.

The difference in attention between giants Yili and Mengniu and second-tier players Guangming and Sanyuan is significant and stable.

Traffic sources

360 search and navigation are the main sources of traffic for the official websites of the two liquid milk giants.

White milk market

The four major liquid milk brands focus on UHT white milk, and Mengniu has the most abundant and comprehensive product layout.

Yoghurt and flavored milk market

The four major liquid milk brands compete fiercely in each market segment, with Yili having the most abundant and comprehensive product layout.

Attention trends

360 users’ attention to white milk and yogurt shows periodicity, and the amplitude within the period is the same.

The three-cycle rule of dairy products: 360 users’ attention to white milk and yogurt shows a 9-10-month periodicity, and the attention will appear respectively: white milk lt; yogurt, white milk = yogurt, white milk gt ; Three cycles of yogurt.

The amplitude is the same in each cycle: 360 users’ attention to white milk and yogurt has basically the same amplitude in each cycle, that is, the attention of the two will drive each other.

User Attributes

360 users’ attention to white milk and yogurt shows three characteristics: synchronization, youthfulness, and high knowledge.

Synchronization: 360 users who are interested in white milk and yogurt are basically the same in terms of gender, age and education.

Younger: 360 users who are interested in white milk and yogurt are significantly younger, and nearly 90% of the followers are young users under the age of 35.

High-tech: 360 users who are interested in white milk and yogurt have a clear tendency to become more sophisticated, with nearly 60% of users having a college degree or above.

Regional Distribution

360 users in East and South China are significantly more concerned about and prefer white milk and yogurt than other regions.

Urban distribution

360 users are basically the same as those who are concerned about white milk and yogurt, and are mainly concentrated in mid- and high-tier cities.

02. White milk user portrait

Mengniu opened the domestic high-end white milk market with Deluxe. With the launch of Yili Jindian, two giants of high-end white milk were formed.

Foundation date: 2007

Brand positioning: As the first high-end sub-brand of Yili liquid milk

Quality control: the seventh among Jindian exclusive ranches Organic farm, select pure blood Holstein cows, the whole process is internationally leading production management technology

Brand slogan: God-given organic, all in the Golden Code

Product segmentation: pure milk, low-fat Milk, organic milk

Foundation date: 2005

Brand name: Deluxe means "gold medal milk" in Mongolian

Brand positioning: The first high-end milk brand in the Chinese market

Quality control: high-quality milk sources from exclusive farms, as well as adhering to industry-high standards of raw material selection and production technology

Brand slogan: No All milk is called Deluxe

Product segmentation: pure milk, low-fat milk, organic milk, grain milk

Attention trend

360 users Deluxe attracts more attention. As the first high-end UHT milk, it has obvious gift attributes, and the attention is cyclical.

Gender

The 360 ??users who follow Deluxe and Jindian are basically consistent in gender with the fans of Jin Dong and Faye Wong, with only slightly more men than women.

Age

Youth appears. 360 users who follow Deluxe and Jindian and fans of Jin Dong and Faye Wong are mainly young people, especially Jindian users and Faye Wong fans.

Education

The level of knowledge is obvious. 360 users who follow Deluxe and Jindian and fans of Jin Dong and Faye Wong are mostly highly educated, especially those who follow Deluxe.

Regional Distribution

Eastern China is the most important consumer market for the two brands Deluxe and Jindian. With the help of Jin Dong, Deluxu can further expand into the Northeast, while Jindian can rely on Faye Wong. Deeply tap the potential of East China.

The 360 ??users and Jin Dong fans who follow Deluxe are mainly concentrated in East China, but the followers and distinction of Deluxe in Northeast China are much lower than those of Jin Dong fans. 360 users and Faye Wong fans who follow Jindian are mainly concentrated in East China, but there is still a big gap between them and Faye Wong fans in terms of attention.

Urban Distribution

Mid- and high-tier cities are the existing markets for Deluxe and Jindian. Jindong can rely on Jindong to further penetrate into lower-tier cities, while Jindian can rely on Faye Wong to further explore mid-tier cities. potential to create an incremental market.

The 360 ??users who follow Deluxe are mainly concentrated in high-tier cities. In low-tier cities, the number of Deluxe followers and the degree of differentiation are much lower than those of Jin Dong fans.

The 360 ??users and Faye Wong fans who follow Jindian are mainly concentrated in mid- and high-tier cities. There is still a big gap between them and Faye Wong fans in mid-tier cities.

Search keywords

Sou Deluxe mainly focuses on connotation and advertising, while Sou Jindian focuses more on comparison with Deluxe and related products.

Active APP

In addition to communication and social networking, users who follow Deluxe 360 ??are keen on news reading, while Jindian users love system tools.

Reasons for Mengniu’s lead

Four major factors, including launch timing, brand naming, marketing positioning and market potential, helped it take the lead in occupying the domestic UHT milk market share and continue to lead.

Good timing for launch: Deluxe entered the market at the right time. Before 2005, liquid milk was engaged in a price war. Mengniu launched high-end products, broke away from the price war, and took the lead in entering the high-end market.

Good brand naming: Deluxe, which means gold medal milk. As a high-end product, it uses a popular name in Mongolian to distinguish it from ordinary products, so that consumers can have a sense of distance and easily have the desire to actively explore. Impressive once the meaning is clear.

Good marketing positioning: Deluxe, the slogan is "Not all milk is called Deluxe", and then endorsed by the advanced hardware foundation, high-quality pasture and imported dairy cows of "Australia Ranch", the market A huge success.

The market is vast: high-end positioning makes Deluxe a hot commodity in the Spring Festival gift market. In 2017, sales reached 12 billion, and it is still the well-deserved king of high-end white milk.

03. Yogurt user portrait

Guangming took the lead in launching the high-end room-temperature yogurt brand Mosliyan, while Mengniu and Yili followed the trend and launched Chunzhen and Anmuxi, forming a three-high-end brand structure.

Attention trend

Room-temperature yogurt has a holiday cycle, and the advertising effect is significant. Anmuxi has received the highest attention from 360 users.

The first place is obvious: As a major room-temperature yogurt on the market, Yilian Muxi has received the most attention from 360 users, which is three times the average annual attention of the other two products.

The advertising effect is significant: An Muxi and Moslian, who are title sponsors of popular variety shows and concerts, usually receive a high degree of attention from 360 users during this period.

Festival periodicity: As high-end yogurts, the three room-temperature yogurts have appeared as gifts among 360 users, and their attention will increase significantly during the Spring Festival.

Age

The trend is significantly younger. The three major room-temperature yogurt brands and their spokespersons are mainly young people, especially fans of Zhang Yixing and Yang Ying. The market for young people is vast.

Education

There are obvious differences in the educational background of the people covered by the three major room-temperature yogurts. Moslian and Chunzhen are mainly highly educated, while Anmuxi has even coverage. Yang Ying’s fans have higher education levels. Mainly with middle and low education, Anmuxi has broad room for further development.

Regional Distribution

The Northeast and Southwest regions are the same incremental markets for the three major room-temperature yogurts. Moslian can also enter South China and North China, and Chunzhen can continue to deepen the market. Digging East China