Thanks to the strategy of accelerating the layout of the whole category of milk powder in the early stage, JUNLEBAO milk powder showed a brilliant performance in its latest report card.
A few days ago, liusenmiao, vice president of JUNLEBAO dairy group and general manager of milk powder business department, revealed at the 5th organic milk powder conference of infant and child industry segmentation conference that the sales growth rate of JUNLEBAO milk powder in the second quarter reached 40%, and made a major breakthrough in the heavy customer chain channel.
It is worth noting that JUNLEBAO youcui organic milk powder increased by more than 75% year-on-year in the first half of the year, leading the rise in organic milk powder categories. Now let’s take a look at the details.
Organic milk powder drives the market
According to Liu Senmiao, the excellent market performance of youcui organic milk powder in the first half of the year contributed to the growth of the overall market of JUNLEBAO milk powder. This product has also become a “magic weapon” for JUNLEBAO to occupy a dominant position in the outlet of organic milk powder.
It is understood that in recent years, with the deepening of the new generation of parents’ concept of scientific parenting, the recognition of organic milk powder has increased year by year, and the latter is expected to become the mainstream of high-end milk powder or ultra-high-end milk powder. However, the layout of organic milk powder categories is a test for the whole industry chain, brand, channel and team building of the enterprise.
This is also the first organic milk powder in the industry that uses fresh milk from its own farms in the whole industry chain, moderately hydrolyzed protein and double probiotics, adding 14 nutrients such as small molecule protein and probiotics.
In fact, junle baoyoucui’s order exceeded 120million yuan in the first month of trial sale. As a popular single product created by JUNLEBAO, this product has maintained a national sales lead with the advantages of organic traceability and high-end formula in the whole industry chain since its launch.
Make efforts to layout the whole category
It is not difficult to find that in the face of increasingly fierce market competition in milk powder, JUNLEBAO, which expects to achieve sustained growth in the industry and challenges the goal of “becoming a leading brand of global infant milk powder”, is currently accelerating the strategy of distributing a full range of milk powder on the basis of maintaining product advantages and channel advantages.
Xiaoshidai once introduced that in the first half of this year, JUNLEBAO milk powder launched new products such as high-content lactoferrin infant formula “Quan Zhen AI”, pure sheep formula “Zhen Wei AI” and the new “Le Zhen” milk powder, which performed well in the market.
On the one hand, relying on the “high content of lactoferrin” advantage that far exceeds that of competing products, JUNLEBAO milk powder has improved and led the super high-end infant formula market. The launch of its first pure sheep milk powder also enabled JUNLEBAO milk powder to achieve the strategic layout of “developing both cattle and sheep”, further consolidating its market advantage.
On the other hand, JUNLEBAO milk powder also continued to deepen the strategic cooperation with channel dealers, and achieved value symbiosis and market win-win through service support and marketing empowerment.
It is reported that at the beginning of this year, junle Baojun poly mother and Baby Club was officially established. The club developed a system and policy service operation mode according to the characteristics of mother and baby chain operation, and is committed to building a mother and baby chain system with annual sales of more than 100 million and more than 10 million levels. The club has injected strong confidence into businesses and markets, and built a good ecosystem of win-win cooperation.
Internal code system helps control
Liu Senmiao also mentioned at the above conference that JUNLEBAO milk powder has achieved stable order and guaranteed profits by relying on the internal code system.
It is reported that the internal code system is a new measure of JUNLEBAO to control the price and quality of milk powder. Different from the outer code, the inner code is a two-dimensional code that can be seen only when the aluminum film paper in the milk powder barrel is opened. The inner code system can help enterprises and partners know the product logistics trend, consumer terminals and other information, and accurately control the product sales channel.
After the implementation of the internal code system in the past year, JUNLEBAO has effectively stabilized the price, prevented fleeing goods and built order, which has been supported and supported by dealers, mother and baby shopkeepers and other channels.
Looking forward to the future, Liu Senmiao said that JUNLEBAO will continue to innovate milk powder categories, expand product layout, and work with partners to provide Chinese babies with better quality and more comprehensive nutrition products from the perspective of consumer needs.