在疫情稳定后，合生元、Swisse等品牌的母公司健合集团已为适应“新世界”做好全盘规划了。
继昨天发布上半年业绩后，健合董事长罗飞和健合首席执行官安玉婷等高层出席了今早举行的投资者会议，并谈到了本土奶粉商竞争、如何应对代购活动下降和未来的四大业务机遇等。
An Yuting, CEO of health care
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“No price war”
According to the half yearly report of Jianhe in 2020, the company’s revenue reached 5.167 billion yuan, an increase of 2.6% year-on-year, and the adjusted net profit increased by 8.9% to 658 million yuan. Among them, China’s market revenue achieved a year-on-year growth of 12.8% to 4.269 billion yuan, accounting for 82.6% of the group’s total revenue.
Let’s start with the infant formula business. “Our share was relatively stable in the first half of the year, and the performance of different channels was different.” In the first half of the year, the share of Jianhe infant milk powder in e-commerce channels has increased to 2.8%, while in its main sales channel, Jianhe ranks fourth in the mainland market with a share of 6.9%. “In the past 12 months, our online market share has been increasing, which shows that the increase of our online resources can help increase the market share.” She said.
It is worth noting that at the meeting, an Yuting also responded to the problem of how to deal with the rise of local milk powder brands. “In fact, the competition of infant milk powder has been very fierce, especially in the high-end and ultra-high-end aspects. But [the market] is still growing. ” According to an Yuting, the health care association pays special attention to opportunities in the super high-end market.
随后，她又谈到了健合在线上和线下渠道的应对方案。在线上渠道，健合将继续加码消费者沟通等活动，但不会“打价格战”。“我们看到有很多竞争对手开始降价，但这并不符合健合的业务模式。”安玉婷称。
她表示，在加码奶粉线上业务的同时，健合不会打乱线下业务的节奏，“必须要考虑整体盘子做策略调整”。
“我们需要做一个平衡，所以不会在线上做太激烈的价格调整。对于整体（奶粉）业务来说，能打造更多健康的、有竞争力的市场活动才是一条健康发展之路。”安玉婷表示，将继续通过线上直播等方式来加强消费者沟通。
在线下渠道，安玉婷则表示：“在渗透率和分销渠道方面，我们跟本地竞争对手相比还是有所欠缺的。所以我们会继续提高线下渠道渗透率。”
她透露称，健合计划在下半年新进入超过1万家母婴店。截至今年上半年，该公司已进驻了3万家母婴店。
“中国母婴店数量有10万家，我们在母婴店的渗透率还没到50%，所以增长空间还是非常大的。”安玉婷说：“提高母婴店渗透率是一项长期工作，不可能一蹴而就。我们会继续吸引更多消费者到母婴店里，也会将产品带到更多门店。”
另外，小食代今天从该公司处了解到，其此前获批的沃蓝、素加和贝素贝加3个系列婴幼儿配方奶粉将在下半年正式上市。
Swisse new opportunities
As for the adult nutrition and care products business (ANC), another major business segment of Jianhe, the Chinese market has become the “growth engine”. According to the financial report, in the first half of the year, Jianhe’s ANC revenue increased by 27.9% year-on-year, and Swisse’s Chinese market revenue accounted for 56.5% of its ANC business. At present, Swisse has launched seven “blue hat” products in China.
an Yuting said that, as in the first quarter, the main challenge facing ANC business (Note: mainly Swisse brand) is the decline of ANZ purchasing agent activities. She predicted that in the second half of the year, Australia and New Zealand market’s purchasing activities in China will be at a relatively low level. In this regard, Jianhe will seize the opportunity for Chinese consumers to purchase Swisse through online channels, and expand domestic offline channels. At the same time, Jianhe also found a new opportunity for Swisse: to tap more demand in the ANZ market. “We can see that the demand in the Australian market is actually very stable. The revenue growth of retail channels in Australia has reached 40%, and the growth of e-commerce channels has increased by 400%, indicating that Australian consumers have also continued to shift to the online market.” “In the future, we hope to continue to increase demand in the ANZ market while maintaining the activities of purchasing agents in China,” she said According to Jianhe financial report, in order to promote the online and offline expansion of ANZ market, the company not only integrates all channels, but also introduces the first nutrition series swissenutra + with exclusive pharmacy channel. In the first half of the year, Swisse also entered the Indian and Malaysian markets through Amazon and more than 10 other major e-commerce channels.
Four opportunities
Summing up the first half of the year, an Yuting concluded that “opportunities and challenges coexist”. “We are facing two major challenges, including the fact that offline passenger flow did not fully recover in the second quarter, especially the infant formula business, which affected the growth of our infant formula income in China. In addition, Australia also faces pressure on purchasing agents. ” An Yuting said. Jianhe believes that while facing the challenges, it is also important to seize new opportunities in the market. “In the first half of 2020, we still achieved very healthy revenue and adjusted net profit growth,” Luo Fei said at the meeting. Although this is not a result of high growth, we still see many opportunities in the future. “
他表示，健合未来主要有四大机遇。第一，在全球新冠疫情大流行期间，健合旗下的免疫力相关产品需求增加，这带来了巨大机遇。第二，线上购买趋势的加速发展推动了健合中国乃至全球线上销售的强劲增长。
第三，健合在线下零售仍有进一步增长的空间。“尽管今年上半年面临着巨大压力，我们仍将继续扩大在中国、澳新以及其他新市场的分销和渗透率，以提高我们的产品和品牌在消费者中的能见度和可及度。” 罗飞称。
最后，罗飞提出，营养品市场细分的趋势仍在持续，并出现了很多快速增长的新品类，例如羊奶粉、婴幼儿营养补充剂和美容相关的保健品。
上半年，健合在这些高增长品类上有不少动作。在羊奶粉方面，去年12月上市的合生元可贝思羊奶粉先后进驻了沃尔玛、大润发及欧尚等大型商超。截至上半年，这款羊奶粉已布局超1.25万家门店，在合生元中国区婴配粉中的收入占比扩大至5.8%。在婴幼儿营养补充剂方面，健合则在合生元品牌下发布了多款新品，包括儿童HMO益生菌、益生菌白金版、钙VD颗粒及DHA藻油+ARA。
展望今年下半年，安玉婷在会上表示，将继续为实现盈利性增长的目标努力。为此，健合还定下了三个策略，即拓展中国市场的婴幼儿营养及护理用品业务与成人营养及护理用品业务，提高澳新当地的市场渗透率，通过聚焦数字化渠道和品牌全球沟通来提高电商业务贡献。
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