Today, in China, where the per capita GDP has reached 12000 yuan, dairy products are even more common and accessible consumer goods. However, objective figures tell us that China's per capita dairy consumption is still at a low level.
In the dairy market, Chinese consumers always need a new product that can impress TA.
The story to be told in this article takes place in this context.
Once upon a time, international brands were the symbol of a comfortable, modern, middle-class way of life. Nowadays, Chinese enterprises no longer focus on producing low-cost products, but strive to upgrade the quality, performance and value of their products. The survey shows that in dairy products, digital products and other categories, more and more consumers (more than 50% of dairy products) choose Chinese brands for high-quality products.
The traditional well-known and time-honored brands represented by Guangming Dairy have become a fresh milk giant in the dairy industry by virtue of product quality and experience innovation in the new consumer environment.
Refusing to innovate is like rejecting gravity.
Like toothpaste, soap and shampoo, dairy products are fast consumer products. Don't buy them until you run out of them. And every time you buy again, it's a new decision. At the same time, the diversification of channels, brands and products (the display of consumer diversification) intensifies the market competition, and the market has a strong demand for rapid iteration of products and rapid response to services. More importantly, the overall profit of the dairy industry is low, and the overall average profit is much lower than that of liquor and soft drinks. How to effectively increase the product premium and let consumers agree and subscribe is very important.
It's obvious.For Bright Dairy, which started its business in 1911 and has a history of 110 years, and its competitors, refusing to innovate is like rejecting gravity.
Category upgrading is a new breakthroughAnd Guangming Dairy is at the forefront of the team.
Know the right questions. Ask the right questions.
According to the data, the overall contribution of category innovation to the expansion of the market reached 44.8%. The next question is, what kind of new category should Bright Dairy create? Bright Dairy, which has a long-term insight into market trends, has captured several key facts:
First, consumers are very concerned about the "natural quality" of dairy products, especially women.
Second, consumers should be "palpable and visible" safety.
Third, consumers pay attention to the "scientific and technological power" of dairy products, and their expectations for product upgrading include keeping the taste fresh and pure, retaining the nutritional activity of dairy products, adding scientific and effective ingredients to enhance functionality, and so on.
Fourth, adding new content is an important way to innovate and upgrade dairy products.
Fifth, the "her" economy is an opportunity for growth that cannot be ignored.
Natural quality, safety, high and new technology, new content, "she", these key words superimposed and converged, so that Guangming Dairy's thinking becomes clear-hyaluronic acid (hyaluronic acid) is the opportunity point.
As a natural bioactive substance in human body, hyaluronic acid has many beneficial effects on human life experience. In the past, hyaluronic acid was often regarded as a valuable ingredient in facial shaping and high-quality skin care because of its outstanding hydrophilicity and biocompatibility. But now, hyaluronic acid is upgrading from "external application" to "internal consumption". Abundant and detailed scientific studies have proved that oral hyaluronic acid is not only safe but also effective, and its functions include improving skin, lubricating bones and joints, protecting gastric mucosa, alleviating intestinal inflammation, regulating intestinal flora and so on.
The development of a milk product with hyaluronic acid has become a sensible solution to meet emerging demand.
General Food plus Hyaluronic Acid Bright Dairy "holding hands" Huaxi Bio
To add hyaluronic acid to their own products, leading companies like Guangming Dairy need to be careful in choosing suppliers, but it is not difficult to make a choice. the winner is Huaxi Biology, a well-known biotechnology company.
As a national high-tech enterprise which starts with the production and marketing of hyaluronic acid and ranks as the world leader, Huaxi Biology is at a world-class level in scientific and technological research and development, industrialization level and product quality in the field of bioactive materials led by hyaluronic acid.In fact, relying on the scientific and technological advantages of R & D and innovation of bioactive materials, Huaxi has long been a global enterprise with outstanding performance across the two major markets of To B and To C. it not only has a high market share in diversified and subdivided enterprises, but also has a lot of successful experience in creating phenomenal categories and cross-border products in the personal consumption market.The results of long-term management, so that Huaxi biology can help dairy enterprises to gain insight into the opportunities of the latter in product innovation, scene expansion and functional blessing, and really help customers turn this extension into reality.
Bright Dairy has always paid attention to scientific and technological innovation. As a scientific research and innovation base for bright dairy product research and development and leading fresh achievements, Guangming Dairy Research Institute has always maintained the first position in the comprehensive strength of the domestic dairy industry. The "State key Laboratory of Dairy Biotechnology" built by Guangming Dairy was evaluated as the "State key Laboratory of excellent Enterprises" by the Ministry of Science and Technology in 2018, and it is also the only national key laboratory in China's dairy industry at present. Not long ago, Bright Dairy's participation in "key Technologies for Safety Control and quality improvement of Milk and Dairy products" won the second prize of the National Science and Technology Progress Award, which is the fifth time that Bright Dairy has won an important award at the National Science and Technology Awards Congress. as a result, it has become the dairy company in the industry that has won the most of this honor.
It can be said that Guangming Dairy and Huaxi Biology resonate with each other in terms of attaching importance to technological innovation.
In addition, with the chaos caused by the COVID-19 epidemic in the international supply chain, consumers are more willing to support local suppliers and producers, which is not only the mutual support of national products.Chinese high-tech companies, led by Huaxi Biology, are in the current special macro environment, and their products have a more positive performance in terms of authenticity, quality and transparency.
In the early close communication between the two sidesHuaxi Biological does not completely stand on the positioning logic of raw material suppliers to perform traditional bulk transactions, but from rich raw material application data and concrete comparable dairy solutions (such as formula suggestions, selling point mining, etc.). Give customers more reference and evaluation of the subject matter to help them make the right decision.
After a series of rigorous and comprehensive considerations (involving almost every key decision ring of enterprise procurement), Huaxi Bio has become a business partner for Guangming Dairy's new product development with its industry reputation, product strength and forward-looking and landing implementation plan. As a result, Huaxi was able to use Chinese technology to create value for Guangming Dairy and its consumers.
A creative answer paper
On September 1, Guangming Dairy, which takes "product quality" as the core strategy, and Huaxi Biological Co., Ltd. jointly launched a new milk product, "Meili Milk-Hyaluronic Acid", which was officially listed on Guangming random booking platform. This product is designed for women to create high-quality healthy dairy products, creating a precedent in the industry.In recent years, Guangming has been closely following the new consumption boom, constantly promoting the strategic layout of rejuvenation, and putting forward new technologies, new ideas and new ideas from the point of view of meeting consumers' demands for the nutritional function of dairy products, among which women are the groups treated attentively. "Meiji Milk-Hyaluronic Acid" and the same series of listed "Meiji Milk-Collagen Peptide" and "Meiji Milk-anthocyanin" are the latest attempts to segment consumers.
This 195ml new milk product, customized by female consumers between the ages of 20 and 40, contains 40mg hyaluronic acid carefully blended by Huaxi Biology.This ingredient is UltraHA ®, a food-grade hyaluronic acid raw material developed by Huaxi Biology.Is also made up ofThe first new food raw material of hyaluronic acid officially approved by the National Health Commission.It is widely used in the health food industry.Quality, scientific and technological strength and application valueWon the recognition of the industry award.
In Huaxi Biological UltraHA ®Under the fusion of hyaluronic acid, Meishi milk-hyaluronic acid in the taste is not only rich and mellow, but also more silky and delicate and full.More importantly, hyaluronic acid extends the nutritional function of the product, such as the health of the skin, bones and gastrointestinal tract, and brings more benefits to consumers.
Customized packaging for "her"
With the rich way of life, Chinese consumers' way of eating dairy products is no longer limited to breakfast, companion meals, bedtime and other routine drinking scenes, afternoon tea, parties, meals, sports and so on have gradually become a new form of dairy consumption.This more personalized consumption scene provides innovative space for creating the uniqueness of goods, in which "appearance" is an important focus, especially in a product tailored for female consumers.Data show that 74% of consumers pay attention to the appearance of dairy packaging.
Following the law, Bright Dairy has made a bold and creative display of product packaging on the basis of the creative addition of hyaluronic acid. The visual design based on pink elements can easily touch female consumers' association of beauty and health. This is also what Bright Dairy is committed to achieve-- strive to nurture opportunities for cognitive change and development in every moment of interaction with consumers.
From the feedback of consumers, we can see thatThe new product of the joint innovation of Guangming Dairy and Huaxi Biology is highly recognized by the outside world, and all kinds of appeals for Guangming Dairy to do more brand joint names prove the role of this new product launch to enhance the value and imagination of Guangming Brand. This is also the goal that Huaxi Biology hopes to achieve as a provider of omni-directional raw material solutions.
It is worth pointing out,For new dairy products, Huaxi Biology has also put forward a lot of suggestions from past experience, including strictly abiding by relevant laws and regulations and explicitly indicating the addition amount of sodium hyaluronate (sodium hyaluronic acid form of hyaluronic acid) on the product package. in order to highlight the new selling point while not exaggerating the function of the product, all to consumers to experience.
Focus on the quality of hard-core science and technology to create "health and sharing"
The confidence of this product comes from the product development of Guangming Dairy and Huaxi Biology based on solid scientific and technological strength. According to the website of Guangming Dairy, the number of international invention patents owned by Guangming Dairy is in the leading position among domestic dairy enterprises. In addition, in addition to the endogenous innovation base of Guangming Dairy Research Institute (the research and development site of American milk-hyaluronic acid), it also works closely with top universities in the food field such as Jiangnan University to build a dairy scientific innovation laboratory to integrate scientific and technological strength into food development all the time. This kind of R & D mechanism of internal and external coordination also exists in the R & D system of Huaxi Biology.
Since it began to produce and sell food-grade hyaluronic acid raw materials in 2003, Huaxi Biology has been committed to the basic research and application of functional food raw materials, and has continuously promoted the intake of hyaluronic acid into health products (approved in 2008) and ordinary food (approved in 2021). It is an important enterprise force in the innovation and upgrading of the domestic food industry.
Jiangnan University is also Huaxi's "industry-university-research" partner in the field of functional food research and development. The Collaborative Innovation Laboratory established in 2018 has been conducting research on metabolic engineering and synthetic biology, food microbiology and bioengineering optimization and control, and continues to innovate and upgrade for the food industry.It is under the scientific and technological cooperation of this "combination of strong and strong" that the high-quality Guangming milk is matched with the high-quality Huaxi biological hyaluronic acid, which makes this small and beautiful new dairy product stand the test of consumers in terms of safety, health, nutrition and freshness, and achieve commercial success at the beginning of entering the market.
It is reported that Guangming Dairy and Huaxi are conducting a new round of cooperation.The two sides will make more explorations in the development of new products, material science popularization and nutrition education, and not just hyaluronic acid.It can be expected that Huaxi's diversified raw material matrix will provide unlimited possibilities for the terminal application of dairy enterprises, including Guangming Dairy, in diversified and subdivided fields, and finally let the majority of consumers really enjoy "health and sharing".