来自北欧的Mille在中国市场正在酝酿一场大变革。
7月25日-27日,第19届CBME孕婴童食品展在上海世博展览馆隆重举行,1号馆1I106展位正是Mille的展台,令人关注的是,除了麦蔻,蜜儿乐儿以强大的产品矩阵全面亮相。面对当下中国婴配粉市场的巨变,Mille未雨绸缪,正式启动双品牌独立运作,其在中国市场全新出发。
提到丹麦的Mille,消费者很容易想起麦蔻品牌,其实,蜜儿乐儿也是Mille的核心品牌。展会期间,Mille相关负责人表示,接下来蜜儿乐儿将推出重磅产品“至萃”,主攻二线以下市场,做渠道精耕。目前,蜜儿乐儿已单独成立事业部,由此也拉开Mille双品牌独立事业部的全新操作模式的序幕——这意味着,麦蔻和蜜儿乐儿两个品牌将根据自身的精准定位,正式开启精细化运作的新篇章。
此次展会上,我们可以发现,Mille对蜜儿乐儿倾注了很大的力量。未来要推出的蜜儿乐儿至萃,秉承了丹麦乳业一贯的高品质,通过对中国消费者的深刻洞察,从育儿关注度极高的肠道健康、视觉发育、智力发育三大需求点出发,打出一记配方“重拳”。
譬如科学配比低聚果糖、OPO等营养素,呵护宝宝肠道健康;匠心添加叶黄素等视觉发育关爱配方,保护视力应从小做起——据世界卫生组织最新研究报告显示,中国青少年近视率高居世界第一。尤其值得关注的是,20%-30%的儿童近视发生在学龄前。添加DHA&ARA等,重点关注宝宝大脑发育。
除了至萃,接下来,蜜儿乐儿有机系列新品也将陆续率先在欧洲市场亮相(欧洲品牌名为Meela),明年还计划上市婴幼儿特殊配方奶粉,今后还会向非牛奶粉产品线进行尝试性延伸——由此,蜜儿乐儿强大的产品矩阵已次第铺开。
当然,Mille旗下双品牌都在积极拓展产品线,以覆盖更多的受众群体。与蜜儿乐儿一样,麦蔻也在探索新品,推出了孕妇粉和儿童粉,从年龄层上做延伸布局。
丹麦王国驻上海总领事馆总领事Jakob Linulf(林朗)现场品尝
值得注意的是,Mille在中国市场也并非新兵,旗下麦蔻和蜜儿乐儿已登陆上海爱婴室、陕西小飞象、山东婴贝儿、湖南妈仔谷等区域龙头连锁,在消费者的认知世界已占据一席之地。而现如今,Mille在中国市场发力蜜儿乐儿,实行双品牌运作,其实是有更深层次原因的。
据胡说有理了解,作为非一线进口奶粉品牌,定位“高质平价”的蜜儿乐儿下一步重点发力的则是中国数以万计的中小母婴店市场。为何?
粗略统计下,目前中国有近20万家母婴店,但真正意义上的全国性连锁却没有一家。孩子王虽布局全国,但以中国之大、市场层级之复杂,不到300家店的规模也只能算作“撒胡椒面”;区域性上千家的大型连锁也不是没有,但要走向全国,还有很长一段距离。
这说明,母婴店的行业集中度还很低,市场的主流仍然是“沉默的大多数”——数以万计的中小型母婴店。谁抢占下这片市场,谁将是偷着笑的赢家。不过这个群体在外界看来是“嗜利如命”的,没有规模化基础就玩不了成本竞争,追求高毛利是选择,也是基因。
毛利高、走量大的产品,对于母婴店来说非奶粉莫属了。事实上,即使是今天,奶粉依然在绝大多数母婴店占据着50%以上的业绩份额。不过随着配方注册制的横空出世,奶粉行业迎来了一次快刀斩乱麻式的“清扫”,尤其是三四级市场,母婴店空出了不少货架等待补缺。
但是看似巨大的货架空缺,也还有一个不容忽视的问题:今非昔比的是,新生儿少了,竞争者多了;再加上水涨船高的房租水电人工等各种成本。激烈竞争中母婴店如何更好地生存?显然其转型也是迫在眉睫。对广大中小母婴店来说,不能和大连锁硬碰硬,那就搞错位竞争,走差异化路线避其锋芒。大品牌要有,是为了建立母婴店的流量梯队;差异化的品牌更不能少,是为了维持母婴店赖以生存的“利润根基”。
前不久有消息称,浙江一代理商称想接一款进口羊奶粉,然而细数一遍后发现,市面上符合需求的品牌几乎都被“占坑”完毕,“下手太晚了”。事实的确如此,惠氏、达能、雀巢、雅培、菲仕兰等国际一线品牌早已纷纷渠道下沉,发力三四五线市场。
在消费升级的前沿阵地——母婴市场,进口品牌的渗透开始提速,并扩散到下沉市场,当下真正被渠道所青睐的,是那些既有毛利操作空间、又有奶源品质保证的非一线进口奶粉品牌,即卡位“高质平价+非一线进口”的品牌。那么,很显然,Mille可以说是专为数以万计的中小母婴店量身打造的一个非常不错的选择。
就在前不久,贝因美总裁包秀飞接受胡说有理采访时曾明确表示,随着我国新生儿出生率降低等各种因素,2019年中国婴配粉市场将是瑟瑟深秋,而明年则一定是寒冬,乳粉企业必须要转型,否则将会很惨。
很显然,Mille也早已深刻到这点,其单独成立蜜儿乐儿事业部实行双品牌运作,正是应对市场变局对其自身做出的转型变革。
随着90一代上位成主流,他们主观理性,讲究生活品质,倒逼市场提供更为丰富、多样化的产品以供选择,蜜儿乐儿的存在就恰逢其时。我们注意到,蜜儿乐儿亮眼的配方,北欧式的轻松、时尚、个性的包装风格,搭配合理亲民的大众价位,准确地迎接了新一代消费者对“品价比”的追求。
更让Mille充满信心的是,这些备受市场期待的产品,背后是以严苛的“Mille标准”为支撑的。
众所周知,北欧食品安全标准在全球范围内都属于“金字塔尖”,而Mille标准则在其之上:Mille的食品安全体系不仅同时满足中国国家标准、丹麦国家标准、欧盟标准,旗下自有工厂获得HACCP认证以及全球食品安全倡议(GFSI)的FSSC食品安全体系认证、丹麦及欧盟有机认证,还能从原奶品质到生产的各个环节实现自查自控,20道以上人工及系统检查、24小时都有质量管控专员对产线进行抽查、60余项检测、80余项必须遵守的生产规章制度……
在研发探索上,Mille也未曾松懈。Mille同丹麦和中国多家顶尖学府结成战略合作,持续开展咨询、研发、教育等方面的合作项目,直接享用最前沿的智力成果指导配方研发,正式基于此,才得以支撑起Mille如此庞大的新品工程。
在风口不断变化、机会与挑战并存的中国市场,背靠北欧奶源、多年的研发和生产资源积累,未雨绸缪的Mille中国实行双品牌变革转型,相信这种“全新出发”能成为其抵御中国婴配粉行业寒冬到来的利器!
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Usage Agreement On Food Additives & Ingredients Consult Website Registration Online Service System of China Food Additives & Ingredients Association
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2.2 It will produce the account information such as user name and password after the success of the user registration.in the user can change user password according to the rules of this system. User should keep and use the user name carefully and reasonably.Please notify us immediately once the user find any illegal use of user accounts or the existence of security vulnerabilities.
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2.4 Users agree that the system possesses the right that send and inform registered users and relevant applicants related to the applicant and inform audit information and results by E-mail and telephone message.as the rights of such notice to the date of dispatch has been delivered to the recipient
3. Service
3.1 The specific content of this system service is provided and gradually improved by China Food Additives & Ingredients Association (hereinafter referred to as the association) according to the actual situation.
3.2 This system only provide network services,the equipment related to the network services (such as personal computers, mobile phones and other related equipment access to the Internet or mobile device) and the required fees (such as telephone bill and internet fee) shall be borne by users.
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3.4 In any of the following circumstances, the system shall have the right to interrupt or terminate the services provided to users at any time and bear no responsibilities to users or any third party.
3.4.1 The personal data provided by the user is not real;
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3.4.3 The user name is in violation of laws, regulations or national policy requirements, or infringes upon the legitimate rights and interests of any third party.
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Users shall comply with the following obligations when using the system to obtain services.
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