With the further decline in the birth rate and the implementation of the new national standard at the beginning of the year, the competition in the infant formula industry has further intensified this year.
As a brand that continues to cultivate the pure sheep track,Aiyorute has a clear strategic policy, from upgrading the brand image to the cooperation of star variety shows, from the marketing of the grass planting platform gathered by the new generation to going deep into the front line and empowering the terminal with practical actions, Aiyoruote has walked out of a road of development step by step.
The announcement of the State Administration for Market Regulation on Further Standardizing the Labeling of Infant Formula Milk Powder Products further standardizes the labeling of infant formula milk powder products, making "pure sheep" the standard in the field of infant goat milk powder. In fact, after the implementation of the infant milk powder formula registration system, the control is tightened, and the competition threshold for goat milk powder, which is becoming more mature, has also been continuously raised.
It is understood that under the clear provisions of the policy, many half-sheep products have gradually begun to transform into whole sheep. However, at the beginning of the first formula registration, Aiyorute focused on the concept of pure sheep, which not only brought unique advantages to the brand, but also had obvious differentiation advantages compared with a few competitors.
With a deeper understanding of consumer needs,In the new national standard examination, Aiyorute is positioned as a "hypoallergenic pure sheep" and accurately cuts into the "hypoallergenic" track。Although hypoallergenic is no stranger in the maternal and infant industry, there are few layouts in the field of goat milk powder, Aiyoruo put forward the concept of "hypoallergenic pure sheep" through accurate insight into the pain points and needs of consumers, hoping to provide a milder feeding solution for the new generation of babies through hypoallergenic, friendly and natural professional nutrition.
Aiyouruo special Qinyue pure goat milk powder.
In addition,Aiyourute is still goat milk and sheep milkWhether it is from the selling point of the product or the product positioning, it is a comprehensive layout of the goat milk powder track, and it also makes differentiation the true color of Ayoruote.
Among the many infant formulas, although there are fewer goat milk powder products as a sub-category, there are currently more than 90 varieties, and with the increase in the proportion of goat milk powder in the infant formula milk powder market, enterprises are also paying more attention to it. However, with the increase of entering the market, the degree of product homogenization has also intensified, so the products with differentiated characteristics in the goat milk powder market are relatively scarce.
The milk source is a direction of differentiation, because most of the current goat milk powder products are goat milk powder, and some companies have launched sheep milk powder, but there are not many parallel players, only fewer companies have launched, and Aiyourute is one of the few brands in the industry to achieve the layout of "double sheep".
Relying on the advantages of its own high-standard GMP factory and strong R&D strengthAiyoruo refined the formula and launched Aiyouruo special Qinyue pure goat milk powder and Aiyouruo special qingchun sheep milk powder。Among them, Aiyouruo Teqing Yue pure goat milk powderContains natural small molecules, specially added OPO structural lipids, specialized in lactoferrin, prebiotics, probiotic double benefit combination, DHA+ARA, taurine, cholineand other popular nutritional elements, integrating comprehensive nutrition and high-quality formula. Aiyo Ruote Chun is based on natural nutritionWith 8 times the milk source of lactoferrin, 7 times the natural OPO, 15 times natural milk calcium and double benefit combination to stimulate high-energy self-protection
Aiyo Ruote Chun sheep milk powder.
After the implementation of the new national standard, with the intensification of the market game, the industry is still in a downward period, but the order of the terminal market has recovered this year, which also brings hope to the brand. Especially after the new national standard, the product positioning and layout of Aiyorute are clearer and more focused, and Aiyoruute is moving forward with a professional brand image.
In the Internet era, information is becoming more and more transparent, consumers' purchasing behavior is becoming more and more rational, and their shopping habits and ways of understanding milk powder products have also changed, which requires brands to have greater breakthroughs in publicity and marketing management, so as to achieve all-round reach as much as possible in order to resonate with consumers.
Aiyouruote, which has been deeply involved in the market for many years, has timely insight into consumption trends, and has logged in to platforms such as Duoda David TV, a number of popular variety shows, and popular dramas this year to deeply link the new generation of consumers and consolidate its brand power.
Among them,Joined hands with IPTV to make the world premiere of Zhejiang Satellite TV's "The Voice of China", and landed on "Ace vs. Ace 8", "Sound of Life 3" and other programs that are popular among the new generation of consumers, There is an interesting atmosphere, a relaxed and cheerful plot, and the audio-visual enjoyment brought by the luxurious ** feast, which constantly detonates the topic, and also makes Aiyoruote make a strong appearance, andContinue to convey the brand characteristics of "hypoallergenic pure sheep specialized formula".In Dragon TV and Jiangsu Satellite TV's annual drama "Unparalleled Beauty", Aiyouruote conveyed the brand concept of "hypoallergenic pure sheep"., so that consumers across the country know about the brand and enhance their sense of trust.
Aiyorute joins hands with the ceiling of the sound comprehensive "Sound 3".
And whereasIn the popular variety show "Life is Beautiful", in which Jia Jingwen and Choo Ja Hyun participated in sponsored by Aiyoruote, they focused on contemporary national life, excavate a better way of life, and start a better life for your baby.
Aiyoruo sponsored the popular variety show "Life is Beautiful".
In addition, with the popularity of variety shows, Aiyouruote's reputation on platforms such as Xiaohongshu has also continued to ferment, and it has become a popular goat milk powder planting brand. The global marketing has made consumers have a deeper understanding of the products and brands of Aiyoruote, which is more targeted when purchasing, and has also allowed the brand influence to continue to improve.
It is an indisputable fact that the stock competition in the infant formula market has become an indisputable fact, and on the whole, the weak growth or even the decline under the stock competition has become a hurdle in front of the brand. According to the report of the Huiyuanbang Maternal and Child Big Data Research Institute, in the first three quarters of this year, the sales of milk powder in the domestic maternal and infant channels continued to decline as a whole, and the order volume and average price of milk powder were not very optimistic.
Therefore, on the channel side, those brands that go deep into the first-tier market, deeply embrace the terminal channel, and can really bring profits are undoubtedly very popular.
In addition to online marketing, Aiyoruo has also been investing in the terminal market, such as the Jia Jingwen & Choo Ja Hyun star display activities, which made the on-site large orders and repurchases non-stop, igniting the terminal marketOffline activities such as the "Hundred Group War" opened, all the staff went deep into the first-line market, provided product explanation + professional training through interesting and creative parent-child DIY, provided product explanation + professional training, etc., which not only attracted many new customers, but also made the on-site large orders continuous, and boosted the confidence of the terminal with practical actions.
Currently,The "Hundred Group War" has been opened in Guangxi, Fuyang and other markets, and it has been accurately disseminated through offline linkage with local mother and child storesIt effectively enhances the recognition and status of the characteristics of "hypoallergenic pure sheep" in the hearts of consumers.
WhileThe figure of Aiyouruute not only appeared on the front line of dynamic sales, but also went to the front line of disaster relief to carry out charity activities during the floods in Hebei Province, and made every effort to ensure the baby's rations, which not only brought material assistance, but also conveyed love and warmthLet all walks of life see the sense of social responsibility, public welfare awareness and love spirit of Aiyoruote, and prove the social responsibility and responsibility of the enterprise with practical actions.
The differentiated positioning of low-allergic pure sheep, the global marketing of the brand side, the full staff went to the first-line market to do dynamic sales, and entered the era of new national standard competition, Aiyouruote has created a strong advantage in product power, brand power and channel power at multiple levels, and looks forward to more growth in the deep adjustment period of the milk powder industry.