Clever use of packaging, foreign milk powder to win consumers

Recently, in a survey report, we saw such a message that the average national market share of Sanlu milk powder was 22%, ranking first in the Chinese market share of 96 years, market competitiveness, and market influence. Very encouraged.

Once upon a time, foreign brands of milk powder once occupied the entire high-end milk powder market, and mid-range also accounted for two-thirds of the status. Forcing domestic milk powder to have to develop a low block milk powder market to meet the needs of urban and rural markets. Some local small and medium-sized milk powder processing companies have voluntarily given up the high-end milk powder market and are not willing to compete with foreign brands of milk powder. They are willing to invest in this product. The fiercely competitive low-end milk powder market is pursuing short-term benefits but is desperately forced to sell its own products. Its sales have been declining, or the products have been sold for a very small amount of profits.

While some large enterprises have always followed their own path and competed with foreign brands of milk powder, such as: Sanlu, Wandashan, Great Northern Wilderness, Guangming, Yinqiao, etc. After years of hard work, Sanlu milk powder was A good advertisement promised to stabilize the market. Wandashan and the Great Northern Wilderness occupy a place in the vast northern markets. Bright milk powder occupies the eastern region with local characteristics, and Yinqiao milk powder occupies the Central Plains market. A hard work, a harvest, and now, these companies have developed very smoothly and gained a lot of revenue, although they also have various problems, such as: advertising support, packaging design, marketing tools, etc., but after the market With the hone, I believe that these companies will mature to face various issues and face competition.

Nowadays, domestic milk powder packaging design is very unsatisfactory. Not only is the color mix on the front of the milk powder bag unreasonable and the pattern is rigid, but the content on the back is very small and very simple. The content of the foreign milk powder on the back is very large. It includes important matters, precautions, feeding tables, milk disinfecting and milk-adjusting methods, nutrition information, nutrient content tables, production dates, and site information. Do you think it is useful? Maybe some people think it is useless, but young mothers think it is absolutely useful. In my opinion, the reason why foreign brands of milk powder has succeeded in occupying China's high- and mid-range milk powders market depends on these materials and on the advice and guidance of nutrition experts.

When the domestic milk powder enterprises guide consumers "a certain milk powder can replace breast milk", please look at how Lido is doing. In its most important item, it reads, "Breakmilk is the best food for infants. Before you decide to use a larger amount of infant formula, you should listen to your doctor's advice." How responsible, what do you think? Some contradictions? No, telling the public the truth is a kind of respect for consumers.

As long as it is a variety of information about milk powder feeding babies, you can find it on the packaging of foreign brands of milk powder.

For young mothers who are new mothers, how much experience do you have when feeding powdered milk? You do not have to rely on these detailed information. According to Nestlé's survey, all parents who have tried to feed their babies have all read this series of information and are very serious. In fact, these materials are the only motivation to lead young parents to repeat purchases. Especially the graphics and forms, in the Chinese consciousness, they represent authority and represent a formal, professional, formal thing. These charts and various materials make young parents very trustful A product, I believe that the quality of this product is superior.

According to the survey, none of the packaging materials for domestically produced milk powder has such a comprehensive feeding guide. How can young parents and parents who don't have experience rely on your products? People who use English can use Chinese. Let young parents trust in his products, and our ancestors use the Chinese people, but I do not know how to use Chinese to guide young parents, Chinese milk powder production companies, you should think about it?

What is the quality of domestically produced milk powder and foreign brands of milk powder? In fact, most of the foreign brands used in the Chinese market are processed from Chinese-sourced milk sauce. According to one report, “a foreign company will even directly After the Sanlu milk powder was processed, it was sold at a high price, and many consumers still eagerly purchased it, not to mention many others." The facts also prove that the quality of milk powder produced by some domestic large-scale milk powder processing companies is not bad compared to the quality of foreign milk powder, and even some are even better. They use the same milk source, a local raw milk, the same processing technology, add almost the same trace elements, but the retail price is so different! Because the foreign brands of milk powder marketing means stronger than us, advertising form than we New, cultural value-added than we value, there should be such a big price gap? I do not accept, but also for our business dissatisfaction, China's milk powder processing companies, you can not come up with some more confidence to come up with than They also want a good marketing tool, but also a new form of advertising?

Then compare marketing tools. Foreign brands use large-scale promotion methods, and continue to do some promotional activities such as giving small gifts, free tastings, prized sales, and few domestic enterprises. Foreign brands even sent milk powder directly to the delivery rooms of some hospitals for free to newborns and let them taste. These babies became a new generation of hardcore consumers. This activity has great guidance for young parents, and our company does not have such a detailed promotion.

Foreign brands of milk powder are mostly equipped with special measuring spoons, even if there is no measuring spoon, it will tell you exactly how many grams of milk powder with the number of milliliters of water. The domestic milk powder companies do not have a dedicated measuring spoon, although there are hints on the packaging, how much water is added to the number of spoons of milk powder, but not specific, what kind of spoon is big or small, is mediocre, Still pointed, there is no specific standard. However, foreign brands are not. They have standards and are very precise. If they are smart, they clearly point out that “using less than or more than the specified amount of milk powder will prevent the baby from getting proper nutrition or dehydration. Don't change the concentration of milk without a doctor's advice." This is a kind of how professional, how standard, and how perfect the means of guidance, but domestic companies have ignored.

In short, domestically-produced milk powder enterprises should consider more packaging factors, learn from foreign successful experience, and improve the product packaging design, which will surely usher in substantial returns.