With the official implementation of the new national standard, the milk powder industry has also ushered in a new stage of competition of "fast fish eating slow fish". At the key node of the industry, who can take the lead in passing the new national standard registration will undoubtedly occupy a greater advantage in the next fierce battle.
Among the milk powder companies, Aiyule has successfully explored a way to break through and compete for the first place with the blessing of differentiated formulas and channel moat advantages. Maternal and infant industry observation learned that in August this year, the entire section of Aiyule infant formula milk powder passed the new national standard registration, which not only represents Aiyule to achieve another breakthrough in its own product quality, but also further promotes the high-quality advancement of the entire milk powder industry.
Formula + packaging double upgrade
Aiyule accelerates the new stage of winning milk powder
Compared with the old national standard, the new national standard has made more detailed standard adjustments in terms of infant milk powder formula nutrition, safety indicators, raw material requirements, etc., which is more due to the iteration of consumer groups, and their quality requirements for baby rations are constantly improving. When parents with high education, high income and high requirements become parents, their requirements for milk powder no longer stay in the traditional cognition of "safe nutrition", and begin to pursue higher quality and comprehensive nutrition, hoping to get a breakthrough innovative product that protects the baby from intestines to sleep to physical growth. As an outstanding representative of the milk powder industry, based on the advanced feeding needs of consumers, Aiyule is upright and innovative on the new national standard, and will launch the new national standard products nationwide in December.
Looking at the new idea of Aiyule's new national standard products, it can be found that it is not focusing on the optimization and upgrading of a single dimension, but has realized multi-dimensional innovation and evolution from internal nutrition formula to external packaging design.
From the product level, the newly renovated Aiyule has two major advantages and highlights, one of which is the double-effect upgrade of Zhenyang + formula to build an early nutritional foundation for the baby, while also providing the defense ability of phased growth. The upgraded new generation of OPO+ can increase the content of SN2 palmitic acid to nearly 70%, which can not only increase the number of probiotics in the body, improve intestinal comfort, but also promote the absorption of nutrients such as fatty acids and calcium, iron and magnesium in infants.
The second is triple nutritional protection, which establishes all-round plus-level protection for children's physical growth. Specifically, the nutrients added to the formula, such as DHA ara, taurine, lutein, and vitamin A, have the function of promoting the development of the eye, brain and nervous system, which can make the eyes brighter and the mind more flexibleOn the basis of OPO+ and prebiotics, calcium, vitamin D, zinc, nucleotides and other substances can not only improve energy intake, but also help improve the development of fine motor skills in infants and young children.
It is worth mentioning that the DHA in the whole series of products is extracted from pure marine microalgae, which ensures the purity and safety of raw materials to the greatest extentIn addition, the whole series of products of Aiyule new national standard are made of full lactose formula, without adding solid corn syrup, maltodextrin and other ingredients, which can effectively reduce the probability of tooth decay and obesity in babies.
The innovation in appearance is another highlight of Aiyule's new national standard products. It is true that in the era of good looks, the packaging design with interesting content and good-looking shape is often more able to attract the attention of consumers, and even once became a direct factor affecting product sales. High-end, bright, clean, eye-catching, cute is the key words of the new packaging of Aiyule, on the basis of the continuation of the main color of Aiyule silver-white, the bottom with blue design, simple but not monotonous;The bird logo in the upper left corner has been enlarged, and the bird is more cute and agile after becoming larger, and it is full of interactionThe number of segments in the lower right has also been enlarged, making it more eye-catching visually and making it easier for consumers to distinguish between different segments of milk powder.
Those who observe the situation are clear, those who are trending are wise, and those who control the situation stand alone in the world. From the active preparation to the sprint to win the sprint, along the way Aiyule has always been strategically firm, clear steps, from the whole section of products are registered through the new national standard this event is not difficult to see the brand's determination to deepen the Chinese market, it is foreseeable that its new and upgraded new national standard products can not only promote the new growth of Aiyule in the Chinese milk powder market, but also inject new impetus into the healthy and steady development of the industry.
Dig deep into intrinsic value empowerment channels
Aiyule joins hands with dealers to seek new growth
There is no doubt that the players who can stay at the table through the new national standard test are bound to have strong product hard power, but in the milk powder market of strong duel and hand-to-hand combat, it is obviously not enough to establish advantages with a single product. In the process of visiting the market, the maternal and infant industry observed that as the milk powder industry entered a period of deep adjustment, more and more brands and channels are looking for a win-win survival path. Earlier, John Woo, CEO and General Manager of Lantriis Nutrition Division Asia Pacific, also said that as an important bridge connecting brands and terminal mother and baby stores, the importance of thousands of dealers in this industry is often underestimated, and Aiyule attaches great importance to the relationship with dealers, and our thinking is a win-win concept of 1+1 2.
It can also be seen from a series of channel actions launched by Aiyule in recent months to plan a new situation and boost morale, which is a brand that is willing to develop win-win with channels. Specifically, the channel intensive cultivation of Aiyule is mainly divided into three steps:
Professional empowerment helps partners to optimize brands and strengthen dynamic sales. Under the fierce competition of internal and external boiling, in order to better embrace domestic offline dealers, Aiyule held more than 10 new national standard product listing meetings around the new product selling points, brand advantages and company strength, a total of thousands of dealers and stores attended the meeting, during the meeting, the negotiation atmosphere was hot, and the dealer partners were enthusiastic and actively participated, and they were full of expectations and imagination for the launch of Aiyule's new national standard products. It is reported that from mid-October to December, a total of more than 60 training meetings are planned, including 7 large-scale conferences, it is worth noting that Aiyule also carries out targeted new product training and sales according to different regions, different customers' personalized and differentiated needs, currently mainly covering Zhejiang, Jiangsu, Anhui, Hebei, Sichuan-Chongqing, Guizhou, Henan and other places, through precise empowerment to help terminal dealers efficiently seize market opportunities, and strengthen their confidence and belief in working together on a new journey.
Swipe left and right to see more
Implement the internal code and open BI system, and be a firm guardian of the interests of the channel. At the moment when the price of goods is chaotic, a drop shipping, and channel profits are damaged, more and more brands are beginning to sell products** At the same time, through the BI system, a complete data system and clear rewards and punishments can be fully established, timely detection of goods channeling behavior and timely repair of goods channeling loopholes, in addition to quickly screening key customers across the country, and compensating for the losses caused by goods channeling, so as to protect the interests of offline channels to the greatest extent.
Based on long-termism, we will create the ultimate word-of-mouth marketing, create a unique brand image, and empower the growth of new customers and the revitalization of old customers. When interviewing offline channels, many practitioners said that at a time when the business is generally shrinking, whether the brand has influence in the consumer group and whether it can effectively empower the terminal stores has become the key factors to consider when selecting products. Focusing on this point, Aiyule has made efforts from two aspects, on the one hand, to strengthen product quality, to promote word-of-mouth improvement with good products, so as to boost the conversion of terminal sales with strong brand influence, and on the other hand, Aiyule also holds activities such as mother's classes, outdoor camping activities, film festivals, etc., to deeply link with consumers, strengthen the user's brand mentality, and help stores accurately attract customers.
Behind the continuous promotion of the new national standard product launch, it is enough to confirm that Aiyule not only has the determination to win the new national standard market in an all-round way, but also is ready for mutual benefit and win-win results with cooperative dealers. We have reason to believe that Aiyule will further enhance its position in the Chinese milk powder market by virtue of its business strategy of strengthening product quality and deepening and penetrating channels.
Returning to the perspective of the industry, at a time when the demographic dividend continues to decline and the industry access threshold continues to increase, the trend of the strong and strong in the milk powder industry is becoming more and more apparent, and enterprises can only make efforts from multiple dimensions such as product differentiation and innovation, channel depth linkage, etc., in order to win the victory of the new cycle of milk powder. As an excellent student in the new national standard examination, Aiyule is striving inward to build a solid foundation for product quality, and at the same time making efforts outward, working with channel partners for high-quality growth, and I believe that in the future, Aiyule will usher in a greater outbreak.