In the milk powder market of zero-sum game, how did the synbiotics Suka and Besubega sink the market "Nuggets"?

Recently, Synbiotics, the leading brand of milk powder, launched two series of infant formula milk powder, Synbiotics Sujia and Besubega, to further strengthen the penetration of low-tier cities and seize the market share of high-end infant formula milk powder in the offline market.

Some analysts said that Synbiotics restarted the "differentiation" strategy and launched new products of Synbiotics Sujia and Besubega, which not only seized the opportunity of changing the consumption trajectory, but also provided new thinking for the industry on how to seize the "intensive consumers" in offline cities.

0 1

Differentiated competition

"I believe that the Synbiotics Sujia and Besubega series are expected to further expand their channel advantages after the epidemic, and continue to deepen the multi-line market of China milk powder to meet the needs of more consumers." On September 15, Zhu Dingping, executive director of BNC China, Construction Group, said at the press conference.

Obviously, Synbiotics is full of expectations for the future market performance of Sukkar and Besubega.

Kuai Xiaojun learned that these two new series of products will be mainly aimed at low-tier cities, mainly at mid-to high-end prices, and the target consumer groups are post-90 s parents who are more rational and personalized about life, parenting, brand and consumption.

Infant milk powder market is a fickle market. First, parents are constantly iterative and updated, and the preferences of different generations are easily changed by the changes of the times. Second, consumers attach great importance to various functions to meet the basic physiological needs of infants, that is, formula milk powder. Therefore, the ability of enterprises to create product differentiation is very important.

In addition, after this year's epidemic, these young parents have become more rational in their consumption decisions. In addition to product quality, they also need to conduct in-depth exploration from brand, channel, price, after-sales and other dimensions, with the ultimate goal of pursuing higher "optimal configuration" products.

An analyst said that compared with the products of the same price segment in low-tier cities, the two new products of Synbiotics have better formula and quality and have the advantage of "differentiation".

It is understood that the newly listed Synbiotics Nutrilite is positioned as "promoting the development of eyes and brain". In addition to selecting the main selling points of French imported milk source, it is rich in double prebiotics GOS+FOS and five nucleotides. The most noteworthy components of the product are DHA+ARA+ choline+taurine+lutein 5 eye and brain nutrition, which supports the development of baby's eyes and brain and helps mothers grasp the golden period of baby's brain development.

The synbiotics Besubega, which is positioned as "double protection", uses imported milk from the Netherlands, and its lactose formula has a light taste, which is beneficial to the absorption of trace elements in the baby's intestine. In addition to adding high-quality prebiotics and four nutrients necessary for brain development, this product also strengthens nucleotides, helps antibody formation, participates in important processes such as body metabolism, growth and development, and promotes the maturity of baby's immune system.

It is understood that in the first half of this year, the three series of infant formula milk powder of Synbiotics Sujia, Besubega and Wolan have successfully passed the formula registration. The formula of infant formula milk powder changed from filing system to registration system, which is the concentrated embodiment of the Chinese government to rectify the chaos of milk powder brands, improve the industry access threshold, reshape the development pattern of milk powder industry and ensure the safety of domestic milk powder consumption. Obtaining the registration of baby matching is undoubtedly a strong affirmation of the excellent quality of Synbiotics Sujia series and Besubega series.

02

Where is the increment?

It should be noted that the offline market is the incremental main body of the milk powder market in the past and future years, and the driving force for growth lies in the simultaneous improvement of the number of consumers and consumption power.

First of all, the number of newborns in offline cities is large, and the consumption stamina is strong. As far as the birth situation is concerned, the birth rate in first-and second-tier cities has dropped seriously. In 20 19 years, the birth rate of newborns decreased 10%- 15%. The birth population in low-tier cities still accounts for the majority, and the birth rate was basically the same last year.

If it does not sink now, milk powder enterprises will easily fall into the situation of "boiling frogs in warm water" and face the risk of shrinking business in the future.

Secondly, the active offline market is the core growth driver of the milk powder market. Nielsen data shows that the proportion of potential population in low-tier cities who are willing to try new products and upgrade is 365,438+0% and 55%, respectively, which is higher than that of consumers in high-tier cities (24% and 53%). It is understood that at present, the investment of mothers in third-and fourth-tier cities in milk powder and baby products accounts for nearly 70%, which shows that the market prospect of maternal and child products is broad.

It is worth noting that after the formal implementation of the new milk powder policy, the industry will free up some market space under the shuffling effect, and the market concentration effect brought by the registration system will gradually emerge. It is expected that the market will focus on brands with good R&D capability and market foundation. The sinking trend of big brand channels will become more and more obvious. This also provides a "geographical advantage" for the sinking of milk powder enterprises.

Song Liang, an independent dairy analyst, believes that high-end products priced in the range of 200-300 yuan are obviously the best entry point in the online milk powder market.

Song Liang said that the price system of high-end and ultra-high-end milk powder basically showed a gradual downward trend; Due to stronger consumer acceptance, high-end milk powder will become the incremental main body of the milk powder industry in the next few years, and the product system will be further expanded.

He also shared a set of data: in 20 18, the market share of high-end and ultra-high-end milk powder in China was about 40%, the mid-end was about 50%, and the low-end was about10%; By 2020, the share of mid-range milk powder will increase to about 60%, and high-end and ultra-high-end milk powder will decrease by about 10%.

At this time, Synbiotics launched Synbiotics Su Jia and Besubega, which reflected its accurate judgment of the sinking market increment and profound insight into the middle and high-end growth trend.

03

Linkage breakthrough

With the continuous improvement of industrial concentration in China, the milk powder industry presents a zero-sum game situation. Especially this year, affected by the epidemic, most milk powder enterprises have a hard time. Then, the success of a new product depends not only on the differentiation of the product itself, but also on the brand building ability and push ability of the enterprise.

The milk powder industry accelerates the iteration of upgrading, and the key to market power lies not only in brand advantage, but also in word-of-mouth recognition. The ability to build brand and word of mouth is exactly what Synbiotics is good at.

First of all, unlike most "single-handedly" competitive brands, Synbiotics is a sub-brand under the Jianhe Group system and has a series of product matrix brand endorsements. As a pioneer and leader in the field of maternal and child nutrition in China, the probiotic products of Synbiotics sold well in 18, and the sales volume of * * * exceeded1500 million bags, which were used by more than 800 Wan Baobao. Swisse Swissy, the leading Australian natural health brand under Jianhe Group, achieved the first multi-platform sales volume and led the China market.

Jianhe Group also attaches great importance to enhancing brand influence through celebrity endorsements. For a long time, Jianhe Group has focused on adopting the concept of desire (desirability, pursuit of Excellence), and strived to explore further cognitive interaction with consumers, which has become a bright spot to promote enterprise development.

In addition, Synbiotics also has a lot of experience in building the reputation of milk powder.

Online, Synbiotics has gradually built a community platform with "Mom 100" membership management system as the core for many years, and carried out network interaction, telephone interaction, magazine interaction and SMS interaction; Online, Synbiotics relies on various store consultants, lecturers, and parenting consultants for face-to-face interaction, and at the same time offers mother training courses, which has gained a good reputation.

According to public information, in the first half of this year, Synbiotics ranked first in the Weibo word-of-mouth comprehensive index of infant milk powder enterprises; Among the 20 products in the product praise list, Synbiotics has 3 products on the list. During the period of 20201-June, a total of 79 16 official micro data of milk powder were monitored, and * * * involved 28 milk powder brands. Synbiotics, the official Weibo of milk powder, actively voiced its voice on the Weibo platform in the first half of 2020, and caused netizens to participate in the interaction.

Under the linkage effect of the brand and word-of-mouth of Synbiotics and the group system, Synbiotics Sujia and Besubega are expected to quickly become the first step in consumer decision-making after listing and achieve a breakthrough in new products.

The cultivation of products and brands requires channels and terminals to land. So, is Synbiotics ready?

An industry insider said that in recent years, Synbiotics has performed well in sinking the market and maternal and child channels, adopting the intensive cultivation and push mode of channels to give dealers and maternal and child stores better profits and mutual benefit with channels.

According to the data of grassroots research, in the first half of this year, it is common for manufacturers to push goods into channels due to epidemic situation, but this behavior has little effect on terminal sales. Among them, the cooperative meta-channel management is the most standardized and the inventory is relatively healthy.

It is worth noting that in order to release the exclusive distribution control mode and cultivate the sinking market more economically, the Synbiotics Sujia and Besubega series will expand their distribution channels and continuously develop new stores in offline cities. Create a differentiated product channel matrix and enhance the driving force of the sales teams of Synbiotics Sujia and Besubega series.

Song Liang said that if Synbiotics achieves higher efficiency and stronger execution ability in channel promotion, so as to achieve all-round coverage of products, word of mouth and channels, then the two series of Synbiotics Sujia and Besubega will achieve very good sales in two years.