**: Nonsense is reasonable.
At the beginning of this year, the No. 1, No. 2 and No. 3 formula registration certificates for imported milk powder in 2024 are here. On March 6th, Beenxi New Zealand imported goat milk powder debuted in Hangzhou at the New Year's Exhibition NBM Boutique Exhibition, held on the same day at the press conference of the new national standard imported from New Zealand, Hubei Wuhan Hanyu Commerce and Trade General Manager Ms. Wang Difei directly signed a 5-year strategic cooperation agreement, with a target of 40 million. As a result, the prelude to the national investment promotion of Beenxi was officially opened.
Why does Wang Difei have such confidence?
The words of the industry insiders are broken: at present, domestic goat milk powder will inevitably fall into involution, so for the channel, imported sheep is a good broken roll product. For the channel, the new national standard of Beienxi import has the potential of a high-increment track, a high-margin category and a high-growth brand.
In the goat milk powder market, consumers still recognize imported brands, and there are very few imported goat milk powder through registration.
The new national standard New Zealand goat milk powder was unveiled, and a large order was signed on the spot
Today, at the Baima Lake International Convention and Exhibition Center in Hangzhou, Zhejiang, the first boutique exhibition of the industry in 2024 "Zhongtong NBM Boutique Exhibition" was launched, as the "three high" boutique exhibition of the maternal and infant industry - high incremental track, high gross profit category, high growth brand, 300+ high-quality exhibitors + preferred boutiques, and 30,000 exhibition scale, attracting 20,000+ professional visitors to sign up.
At the same time as the opening of the exhibition, the press conference of the new national standard for New Zealand imports was also held at the same time.
On January 24 this year, Beenxi infant goat milk powder from the pharmaceutical-grade GMP packaging factory of New Zealand New Meiyi Group was registered under the new national standard, becoming one of the only six imported goat milk powders that have passed the formula registration since the implementation of the new national standard. Hu Shuo is reasonable and also noticed that judging from the registration certificate number, Beienxi should have won the No. 1, No. 2 and No. 3 registration of imported milk powder in 2024.
In order to accelerate the entry into the new cycle of milk powder, seize the stock market, and expand the brand influence, at today's press conference, the new national standard of Beenxi made its debut for the first time, and invited New Zealand officials, domestic industry experts, and leading representatives of domestic distributors to help out to jointly applaud the unveiling of the new national standard, start the national investment promotion, and make a loud start and strong potential energy for the full-speed development of Beenxi in the new cycle of the Year of the Dragon.
The most noteworthy thing is that Wang Difei, general manager of Hubei Wuhan Hanyu Commerce, directly signed a 5-year strategic cooperation agreement, with a target of 40 million.
The hard core power "fresh" strategy has set a benchmark for the imported sheep industry
To do business, we must first see whether the future prospects can last for a long time, and in addition, we must also look at integrity", and we are confident that we have signed a five-year cooperation with BeienxiWang Di said off-siteI have cooperated with Beenxi for many years, it is a very dynamic brand, the team from product marketing to market services, it can keep up with market demand and changes, and provide channel providers and stores with solutions that can best adapt to the current market environment; In addition, Beienxi has a whole industry chain, and the formula of the imported new national standard is very eye-catching, and many upgrades have been made compared with the old national standard, which is indeed a very competitive product for the current market and can make the channel see the value."
For any successful product, product power is the most basic. It has to be said here that Beenxi New Zealand imported goat milk powder is completely different, with the advantages of the whole industry chain resources in New Zealand, its ultimate product power, the biggest highlight is to fully open the nutritional "fresh" strategy, select the New Zealand New Meiyi Group's pasture "raw goat milk", and carefully create the first New Zealand fresh raw goat milk + 10 times HMO full nutrition top pure sheep, which has set a new benchmark in the imported goat milk powder.
At present, there are more than 100 goat milk powder formulas that have been reviewed, accounting for 28%, but only 6 are imported goat milk powder, which shows that the country's standards and audits for infant and child food are becoming more and more stringent".Song Liang also said,As one of the few imported sheep, Beienxi's new national standard formula can use raw goat milk, which is the embodiment of its hard power.
From the construction of its own pastures and factories, the distance from pastures to factories, the specifications of fresh goat milk transportation and storage, the quality of fresh goat milk, and the level of production technology, etc., must be accepted and passed the extremely strict inspection of China and Singapore." Song Liang said.
New Zealand has a pure, natural and sober ecological environment, and our natural ecology has reached the highest level in the world. New Zealand has fertile soil and abundant sunshine, and our goats are free-grazing and highly sustainable", at the press conference, Richard Dunheath, Commercial Consul of the New Zealand Consulate General in Shanghai, also sent blessings through **: New Zealand dairy products are famous all over the world, and the products have super high quality. Beienxi is a localized product that meets the needs of Chinese consumers, and I wish Beienxi a shining future.
Create a brand voice to empower the market, and "0 tolerance" for goods and prices
With the ultimate product power, Beenxi is fully in line with the needs of the new generation of consumers who pay attention to product quality, but consumers also care about brand reputation and influence, because brand power is one of the core elements that affect consumer choice.
In this regard,Chen Hong, CEO of Beienxi, also saidIn addition to its own milk source advantages and scarcity, this year will also increase efforts to build brand voice and market empowerment, improve quality and efficiency, and fully promote the market layout of Beienxi's imported new national standard goat milk powder.
Chen Hong said that Beenxi will closely follow the current consumer behavior habits, increase the investment of digital platforms and resources, and accurately link channels to improve the effectiveness of resource empowerment.
At the same time, Chen Hong also released cruel words:Beenxi will also learn from the lessons of the past, increase the implementation of goods and price control, strengthen the traceability system of strict control of goods, and "0 tolerance and severe punishment" for channel channeling and disorderly prices, and strive to make the goat milk market develop steadily and well.
The "three highs" have the potential to be fragrant and sweet, and Beienxi said that "it will live up to expectations".
2024 is the second year of the implementation of the new national standard, for the infant formula industry, the birth rate is still not very optimistic, the industry competition is still fierce, but some small and medium-sized brands themselves are difficult to sell, and so far there are still brands that have not been registered, these will be basically eliminated, and the market will usher in a new cycle of competition in the second injection product market.
Although the competition is still fierce, Luo Wengao, the founder of Zhongtong Observation, believes that Beienxi has obvious advantages. He said that imported sheep is a very scarce resource for the current Chinese market. Looking at the goat milk powder market in the past two years, although its growth rate has slowed down, its capacity is still increasing. At present, domestic goat milk powder is inevitably falling into involution, so for the channel, imported sheep is a good "broken volume" product. Therefore, the new national standard imported by Beenxi has the potential of "high incremental track, high gross profit category, and high growth brand" for the channel.
At present, the price plate of infant milk powder and goat milk powder industry is gradually recovering, and the market is improving", Song Liang also said to Hu Shuo that the new product of Beenxi has been launched, the price is stable, and it itself does not have so many complex problems as some other goat milk powder brands. Overall, in the goat milk powder can be said to be a 'fragrant bait', from the market point of view, Bei Enxi is the need to be small and exquisite, simplify, control the price of goods, control the channel, and do a solid job in brand and consumer education and promotion.
For the optimism and expectations of the outside world, Chen Hong also shouted loudly at the scene today: "Bei Enxi will live up to expectations, and the king will return"!