In 2020, the national "Healthy China 2030" planning outline clearly pointed out that by 2030, the total scale of the health service industry will reach 16 trillion yuan, and the big health industry will be regarded as a pillar industry of the national economy.
In 2023, the market size of China's big health industry will reach 112 trillion yuan. Among them, medicine and health care accounted for the highest proportion, reaching 58 trillion yuan, while the market size of nutrition and health management related to the field of family nutrition is less than 2 trillion. It can be seen from the data that there is still a long way to go from changing the goal of "cure-centered" to "people's health-centered".
Wu Jianping, chairman of Four Seasons Nanshan
Wu Jianping, chairman of Four Seasons Nanshan, also pointed out:In the rapidly developing market competition, there are many family nutrition brands from 0 to 100 years old, which are mixed, disorderly competition, low threshold, and worrying quality. Presented as three market chaos:
First, the product is extensiveKeen on the concept and ignoring the essence of the product, keen on the cost and ignoring the intrinsic of the product, many brands pursue short-term interests, without any brand base, just OEM production, overnight on the market.
The second is extensive research and developmentHeavy marketing and light R&D, one person makes up a large number of brands in the R&D department, many brands are just making formulas, and few are engaged in real R&D.
The third is extensive marketingEither low-price competition or fake marketing.
These are unsustainable and cannot truly meet people's higher quality understanding and pursuit of health.
To this end, Four Seasons Nanshan set the theme of this meeting as:"Create health, win-win flowers"., advocating that the maternal and infant channel ecology adhere to market competition and consumer demand"Take the momentum, know the way, and excel".
Inheritance and innovation, with "steady" interpretation of vitality
The new Nanshan strategy of Four Seasons Nanshan is to beContinuing Nanshan's R&D advantages and scientific nutrition product concept, the company will become a nutrition and health expert for the whole family aged 0 to 100, and be a pioneer in the field of health.
In terms of product innovation, whether it is Sijinanshan's own factory or cooperative factory, it is meticulous in the pursuit of intrinsic quality, scientific nutrition, and the selection of raw materialsDon't bow to costs. Make conscientious products, so that the four seasons Nanshan products have been regarded as research objects by major brands for many times.
The data shows that from 2020 to the present, in only 3 years, Sijinanshan's own factory has been put into operationNearly 30 million yuan has been transformed and upgraded, more than 10 million yuan has been invested in cooperative factories, and nearly 100 product barcodes have been launched, so as to diversify product categories, packaging forms, and meet diverse needs.
In terms of pioneering R&D, the R&D of Four Seasons Nanshan has always been a pioneer in the industry. As early as 2001, Nanshan milk powder was obtained"Do not get on fire"Certificates, the world's first OPO product gold Beihui infant formula milk powder, the first to add colostrum alkaline protein and hydrolyzed egg yolk powder, and the application of HMO to children's milk powder, Beibei high children's growth milk powder, etc., are all pioneers in the industry.
During the same period, Nanshan Milk Powder established the first postdoctoral nutrition workstation in the dairy industry, and jointly established the Four Seasons Nutrition Research Center & Functional Dairy Research Laboratory with Hunan University of Humanities and Technology. The R&D team is led by a doctor and is an expert team that has participated in the "National 863 Program" and the national "Eleventh Five-Year Plan" and "Twelfth Five-Year Plan".
In the research and development of middle-aged and elderly milk powder, Four Seasons Nanshan cooperated with the Chinese Medicinal Diet Research Association in formula research and development, and entrusted the Xiangya Public College of Central South University to conduct animal experiments for functional verificationWith a scientific attitude and real investment in scientific research, we will ensure our leading advantages in research and development；Brands such as Yili, Ausnutria, and Feihe have followed suit to conduct research.
Li Dingwen, a professor at the First Affiliated Hospital of Hunan University of Traditional Chinese Medicine and vice president of the Hunan Provincial Medicinal Diet Therapy Research Association, saidMedicinal and edible homologous products will become the main formula choice for middle-aged and elderly milk powder.
If the spirit of Hunan people is"Hard-working, brutal, and patient"., the four seasons of Nanshan also have a tradition of pioneering. In the past, it won the praise of the Hunan Army of the Dairy Industry and the Huangpu Military Academy of the Dairy Industry, and now the people of Nanshan rely on it"Innovation is the soul, high speed and efficiency".Do a good job in the dairy business.
In terms of channel development, Four Seasons Nanshan dares to electrocute modern channels, and sales account for more than 30% in the fields of e-commerce, live broadcasting, community marketing, professional stores, and medicine lines.
In the market environment of head concentration, continuous monopoly and market fragmentation, cooperation is an inevitable choice, no one fights alone and can be alone, and the organic cooperation of factories, brands, teams and channels can achieve a win-win situation. Four Seasons Nanshan adheres to openness and common prosperity in cooperation, and has exported a number of entrepreneurial talents and leaders to the dairy industry.
Feminine qi and blood products will become "engine" products
At present, the national maternal and infant store closure rate exceeds 35%, of which Hunan, Sichuan, Henan, and Northeast provinces have the highest maternal and infant store closure rate, which means that the era of Chinese-style maternal and infant horse racing economy has ended, and refined nutrition services will enter China's maternal and infant track.
The whole family nutrition will enter the era of subdivided categories, in which women's products will become the main engine. To this end, at this "Create Health, Win-win Flowers" conference,Four Seasons Nanshan has also launched a new women's product, the Red Ginseng Powder Can, which is designed for China65% of women are born due to sub-health constitution caused by lack of qi and blood.
The rise of the self-pleasing economy,The small powder jar of red ginseng is all made of "authentic medicinal materials" with the same origin as medicine and foodThe main milk + red ginseng is adopted, and the "ginseng nourishing body" method is used to focus on the maternal and infant channels. Its selected 5-year-old red ginseng from Changbai Mountain is 3-4 times more expensive than the cost of ordinary ginseng, which contains 12 per 100 grams of product2 grams of high iron content.
In addition to the strong and novel formula, the channel play is more subversive. According to the solar terms and festivals, the professional nutrition knowledge will be simplified and fooled to leverage the drainage and expansion of maternal and infant stores and the extension of consumer groups.
Four Seasons Nanshan General Manager Bu Qiu
The derivative transformation of family nutrition from 0 to 100 years old is the determination and mission of Four Seasons Nanshan. Bu Qiu, general manager of Four Seasons Nanshan, also clarified the company's future strategic planning and co-prosperity with the maternal and infant channels
Infant formula is still a carrying product
In 2023, the national newborn population will be 9.02 million, which has been declining for seven consecutive years since 2017. 2024 is the most critical year for infant formula companies, and companies need to invest more in scientific research, new customers, and services. Although under the new round of milk powder formula registration system, only 83 dairy companies have passed the formula registration of 363 series, the infant formula market is still in the current situation of "oversupply" in the future.
In addition to the fierce brand competition, the maternal and infant market also has 35 billion yuan of room for infant formula growth. To this end,Four Seasons Nanshan will still take infant formula as the first strategic product。The so-called weight-bearing forward, the test for small and medium-sized infant formula enterprises is also more severe, butOnly by becoming the main force of innovation, adhering to the selection concept of cost-effective, differentiated, and matching with brand strategy can we succeed in the industry.
The 40 billion incremental market for children's powder needs to be shared
According to relevant data, the population of children aged 3-14 is 6 times the number of children aged 0-3Since 2020, children's powder has continued to maintain a compound growth rate of more than 30%, and it is expected that by 2025, the sales volume of children's powder will exceed 40 billion.
At the same time as the rapid growth of data, children's powder has officially advanced to the echelon of "refined nutrition"! In particular, the promotion of national policies such as "lifelong milk drinking" and "student drinking milk plan" will make children's powder a necessary category for national nutrition popularization. For this reason, for the maternal and infant channel,Children's powder will inevitably become a long-term incremental and stable category in the market.
Four Seasons Nanshan locks the height management concept, combines bone age detection, does a good job of functional endorsement, and maintains the interests of channel providers. At the same time, Beibeigao series of children's milk powder enriches children's product lines according to the needs of consumers and channels, and develops differentiated new products in the direction of brain nutrition, vision nutrition, immunity, etc.
Professor Ye Yiyan, the creator of the Chinese Children's Bone Age Scoring Method (TW-C), pointed out: ".Children's bone age growth and development must be paid attention to from birth, which is the main reason for the inevitable fire of children's powder.
Middle-aged and elderly milk powder will usher in a highlight moment in the next 3-5 years
By the end of 2022, the number of elderly people over the age of 60 in the country was as high as 2800 million, accounting for 19 percent of the total population8%。In the nutrition improvement plan for the elderly, milk powder for middle-aged and elderly people is only used as a basic nutrition to meet market demand. In the future, middle-aged and elderly milk powder should move towards "precise functional nutrition", and only then can there be room for growth in subdivided categories.
Four Seasons Nanshan insists on doing a good job in layout and cultivation in advance, first, from basic nutrition to customized nutrition "functional" transformation; the second is to take the "filial piety economy" hitchhiker and accurately connect with the youth group; The third is to seize the new elderly group, drive the middle and high consumer groups, and achieve a breakthrough in high-end brands.
The steady innovation of Four Seasons Nanshan is obvious to all, compared with the high-flying milk powder brand, Four Seasons Nanshan is moving forward in a low-key waySales will increase by 70% in 2023 and 130% in 2024.
Adhering to the business philosophy of "no innovation, no future", Four Seasons Nanshan has advanced into the "Overseas Plan", actively learned the nutritional research results of developed countries such as Japan and Singapore, and cooperated with professional external institutions, such as Sino Minute Clinic, to increase brand investment, so that the Four Seasons Nanshan brand has become a well-known brand in the field of nutrition and health for the whole family aged 0-100.
In the next 3-5 years, family nutrition will become the highlight dividend outlet of the big health industry, and Four Seasons Nanshan has been on the road.