1 thought on “Under the background of the market subdivision, how to position dairy products for new products”
Agnes
The future of the dairy industry: the future is splendid, the scenery is unlimited!nChina's dairy industry starts late, with low starting point, but its development is rapid. Especially since the reform and opening up, milk production has increased rapidly with double -digit growth each year, which is far higher than 1%of the world average. The output and total output value of Chinese dairy products have increased by more than 10 times in the last 10 years, and it has gradually attracted the vision of the world. In recent years, although the average annual milk occupation of people in my country has risen rapidly, it is still a big gap compared with the world average. At the same time, the consumption of dairy products between urban and rural areas and regions is also extremely unbalanced. At present, the sales of urban dairy products account for 90%of the total sales of dairy products in the country. The potential for the vast rural dairy market is huge, which needs to be excavated. With the gradual increase of rural dairy products, my country's dairy industry will usher in a broader development space.nDairy status quo: Seven Heroes of the Warring States Period and Baijia contending!nWhen China advocates the slogan of a cup of milk and a nation, Yili, Mengniu, Guangming, Sanyuan, Feihe, Heilongjiang Dairy, New Hope, etc., the south of the south, the horse circles, are unstoppable! However, local brands are still strong hands like forests, and they are separated from the four directions. With geographical advantages, terminal control, and flexible market policies, they can still control their own territory.nTrend insight: market segmentation is inevitable, product power and terminal strength are the key!nAt the beginning of the rise of China's dairy industry, people were mainly milk powder. With the development of the market, the concentration and maturity of the dairy brand, accompanied by consumers' rational improvement of dairy purchases, the milk powder differentiated in segmentation milk powder, and now it has begun to start again again. Pregnant women's milk powder is produced; and liquid milk is subdivided from the beginning of plastic bags for dining milk for catering, mixed milk (tea, coffee) for white -collar juice (tea, coffee), pillow milk and box milk and targets for high -income people. Rural consumers' plastic bags, lactic acid beverages, etc. As the types of dairy products are increasingly richer and competitive, the blue ocean markets have gradually evolved into the Red Sea market, and large and small dairy companies have their own advantages: large brands, winning the market by scale; small brands to win consumption with products. Facing the local market, large and small enterprises are still on the same starting line, and finally the market that won the market ---- Consumers' love for products!nNew product positioning of dairy products:nThe so -called market segmentation, that is, when the market of a certain type of product develops to a certain scale and degree, consumers have been numb from fresh to numb, and new personalized pursuits. At the same time, the profit margins are lower and lower due to the reduction of competition prices. In order to find new profit growth points, and to achieve the advantages and guidance of competition, they will launch targeted products according to the different needs of different consumers, thereby promoting to promote The overall market of this type of product has further expanded.nThe timing of market segmentation generally has several conditions at the same time:nThe first is that the consumer group has expanded to all people that can be affected. Consumers have become used to the original products and numb. The material or mental function of the product has become and prominent;nThe second is that fierce market competition has caused the prices of the original products to decrease again, and the profit margin of the enterprise becomes smaller and smaller. Finding new profit growth points will force enterprises to segment the market.nHowever, as an enterprise, it is a bit late to launch a subdivision product when the above two conditions are mature or too obvious. The early amount of time is very important. The enterprise should make relevant preparations in advance and launch in advance.nThe relevant preparations mentioned herein include:n1. Through analysis of consumers to determine one of the corresponding products, or more groups, it is best to determine the largest number of them, the most consciousness, and suitable consumption power;n2. Analyze the needs of the target consumer group from material and spiritual, determine the outstanding characteristics of the product, and refine the demands of the product;n3. Plan for target consumers from product packaging, propaganda materials, promotional products, marketing methods, etc.nThere are many ways of market segmentation, which shows the following:n1. Develop corresponding products for men and women. Such as Huiyuan's her-, Wahaha's water;n2. Develop corresponding products for consumers of different ages. Such as segmented formula milk powder reinforcement factor;n3. Develop the corresponding products for different income people. For example, for white -collar workers and ordinary masses;n4. Develop different products for the consumer environment. Such as family, office, Internet cafes, catering, bars, leisure, etc.;n5. Develop different products for different consumption habits for different consumption. Such as capacity, graceful taste, etc.;n6. Develop different products for people with different consumer awareness. For example, for avant -garde;n7. Develop different products for consumers with different consumer fashion. Such as netizens, students, entertainment clan, etc.;n8. Develop different products for consumers of different occupations. Such as students, teachers, corporate occupations, physical workers, brainpower workers, etc.nPlatformization and popularization requirements for product innovationnThe so -called platform for product innovation and the requirements of popularization, that is, product innovation is best to innovate with mainstream products on the existing markets such as the popular raw materials and product types. Since the platform products are already familiar and accepted by the public, then Innovative products are relatively easy to accept by the public. Therefore, the possibility of innovative products is more likely, and the complete innovative products of the mainstream products in the existing market are due to the need to cultivate and guide the cultivation and guidance of consumer concepts. It is much more difficult to change the concept than changing material conditions. Correspondingly, it is difficult to succeed in such innovative products.nThe vast customs and habits in China are very different. Different from other industries, dairy products are the entrance. It is largely affected by the taste habits of consumers to a large extent. The food that everyone is accustomed to this place will be difficult to accept in another place. You can't see it, and you can take it for granted that the people across the country are like the local people, and regional things are sometimes regional products. In addition, although locals are accustomed to a certain product, they do not agree after packaging, which is also a habit.
The future of the dairy industry: the future is splendid, the scenery is unlimited!nChina's dairy industry starts late, with low starting point, but its development is rapid. Especially since the reform and opening up, milk production has increased rapidly with double -digit growth each year, which is far higher than 1%of the world average. The output and total output value of Chinese dairy products have increased by more than 10 times in the last 10 years, and it has gradually attracted the vision of the world. In recent years, although the average annual milk occupation of people in my country has risen rapidly, it is still a big gap compared with the world average. At the same time, the consumption of dairy products between urban and rural areas and regions is also extremely unbalanced. At present, the sales of urban dairy products account for 90%of the total sales of dairy products in the country. The potential for the vast rural dairy market is huge, which needs to be excavated. With the gradual increase of rural dairy products, my country's dairy industry will usher in a broader development space.nDairy status quo: Seven Heroes of the Warring States Period and Baijia contending!nWhen China advocates the slogan of a cup of milk and a nation, Yili, Mengniu, Guangming, Sanyuan, Feihe, Heilongjiang Dairy, New Hope, etc., the south of the south, the horse circles, are unstoppable! However, local brands are still strong hands like forests, and they are separated from the four directions. With geographical advantages, terminal control, and flexible market policies, they can still control their own territory.nTrend insight: market segmentation is inevitable, product power and terminal strength are the key!nAt the beginning of the rise of China's dairy industry, people were mainly milk powder. With the development of the market, the concentration and maturity of the dairy brand, accompanied by consumers' rational improvement of dairy purchases, the milk powder differentiated in segmentation milk powder, and now it has begun to start again again. Pregnant women's milk powder is produced; and liquid milk is subdivided from the beginning of plastic bags for dining milk for catering, mixed milk (tea, coffee) for white -collar juice (tea, coffee), pillow milk and box milk and targets for high -income people. Rural consumers' plastic bags, lactic acid beverages, etc. As the types of dairy products are increasingly richer and competitive, the blue ocean markets have gradually evolved into the Red Sea market, and large and small dairy companies have their own advantages: large brands, winning the market by scale; small brands to win consumption with products. Facing the local market, large and small enterprises are still on the same starting line, and finally the market that won the market ---- Consumers' love for products!nNew product positioning of dairy products:nThe so -called market segmentation, that is, when the market of a certain type of product develops to a certain scale and degree, consumers have been numb from fresh to numb, and new personalized pursuits. At the same time, the profit margins are lower and lower due to the reduction of competition prices. In order to find new profit growth points, and to achieve the advantages and guidance of competition, they will launch targeted products according to the different needs of different consumers, thereby promoting to promote The overall market of this type of product has further expanded.nThe timing of market segmentation generally has several conditions at the same time:nThe first is that the consumer group has expanded to all people that can be affected. Consumers have become used to the original products and numb. The material or mental function of the product has become and prominent;nThe second is that fierce market competition has caused the prices of the original products to decrease again, and the profit margin of the enterprise becomes smaller and smaller. Finding new profit growth points will force enterprises to segment the market.nHowever, as an enterprise, it is a bit late to launch a subdivision product when the above two conditions are mature or too obvious. The early amount of time is very important. The enterprise should make relevant preparations in advance and launch in advance.nThe relevant preparations mentioned herein include:n1. Through analysis of consumers to determine one of the corresponding products, or more groups, it is best to determine the largest number of them, the most consciousness, and suitable consumption power;n2. Analyze the needs of the target consumer group from material and spiritual, determine the outstanding characteristics of the product, and refine the demands of the product;n3. Plan for target consumers from product packaging, propaganda materials, promotional products, marketing methods, etc.nThere are many ways of market segmentation, which shows the following:n1. Develop corresponding products for men and women. Such as Huiyuan's her-, Wahaha's water;n2. Develop corresponding products for consumers of different ages. Such as segmented formula milk powder reinforcement factor;n3. Develop the corresponding products for different income people. For example, for white -collar workers and ordinary masses;n4. Develop different products for the consumer environment. Such as family, office, Internet cafes, catering, bars, leisure, etc.;n5. Develop different products for different consumption habits for different consumption. Such as capacity, graceful taste, etc.;n6. Develop different products for people with different consumer awareness. For example, for avant -garde;n7. Develop different products for consumers with different consumer fashion. Such as netizens, students, entertainment clan, etc.;n8. Develop different products for consumers of different occupations. Such as students, teachers, corporate occupations, physical workers, brainpower workers, etc.nPlatformization and popularization requirements for product innovationnThe so -called platform for product innovation and the requirements of popularization, that is, product innovation is best to innovate with mainstream products on the existing markets such as the popular raw materials and product types. Since the platform products are already familiar and accepted by the public, then Innovative products are relatively easy to accept by the public. Therefore, the possibility of innovative products is more likely, and the complete innovative products of the mainstream products in the existing market are due to the need to cultivate and guide the cultivation and guidance of consumer concepts. It is much more difficult to change the concept than changing material conditions. Correspondingly, it is difficult to succeed in such innovative products.nThe vast customs and habits in China are very different. Different from other industries, dairy products are the entrance. It is largely affected by the taste habits of consumers to a large extent. The food that everyone is accustomed to this place will be difficult to accept in another place. You can't see it, and you can take it for granted that the people across the country are like the local people, and regional things are sometimes regional products. In addition, although locals are accustomed to a certain product, they do not agree after packaging, which is also a habit.