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From Sanlu landing in Beijing to see new packaging achieve new markets

Sanlu classic confession: we stand on the earth, not our conquest of the earth, but the earth's support for us; We stand under the sky, not our support for the sky, but the sky for me to check whether the transmission belt is a loose cage

related reports: "Sanlu" liquid milk packaging innovation is successful

editor's note: relying on the new packaging to achieve a leading edge has now become a beautiful scenery in the dairy industry. How to create a new product market by using new packaging? The successful practice of Sanlu Aklin packaging in Beijing gives us a vivid answer


since 2003, China's liquid milk market has been the most competitive period. The industry is facing a reshuffle, and various brands are scarred. CCTV and consumers are undoubtedly the two biggest beneficiaries in this year

with a market capacity of nearly 2billion yuan per year and its important strategic position, Beijing became the most competitive and tragic market in 2003. In addition to the real estate brand Sanyuan, national brands Yili, Mengniu and Guangming have successively invested hundreds of millions of yuan to establish production bases in Beijing, and regional brands Sanlu, Wandashan, Haihe and Hengkang have successively entered Beijing. All brands have paid a heavy price while winning attention. By the end of 2003, Wandashan, Hengkang and other brands had withdrawn from the Beijing market one after another. As the largest milk powder brand in China's dairy industry, did Sanlu choose to withdraw from the Beijing market in 2004, like Wandashan and Hengkang, or continue to defend Beijing? If you hold Beijing, will you continue to choose price war or find a way to innovate

in 2003, Sanlu Group achieved a sales revenue of 4.3 billion yuan, ranking fourth in the country, including milk powder ranking first in the country. Yogurt ranks second in China with an average daily scale of 400-500 tons. In the Beijing market, Sanlu yogurt ranks fourth in market share, among which bagged yogurt ranks first among low-end yogurt. This is a category market where Sanlu has an advantage and strong brands such as Yili and Mengniu are entering

if the competition of enterprise products is like "playing cards", Sanlu undoubtedly holds a good hand at this time. However, this is only a clear card, which is not enough to ensure that Sanlu can achieve its overall leading goal in the yogurt field in Beijing. Sanlu must enter a new field and form one or more new good cards as soon as possible - this is a major challenge that Sanlu must face

domestic yogurt Market in 2003

1. Market share of lactic acid products in important domestic cities

according to the CCTV Research Report, in the second quarter of 2003, Beijing was the largest market for lactic acid products in 15 important cities in China, followed by Shanghai, with little difference in other cities. Northern cities (including Beijing, Tianjin, Shenyang, Dalian, Xi'an, Jinan and Qingdao) have the largest market capacity, accounting for 53.69% of the total number of 15 cities; Cities in the middle and lower reaches of the Yangtze River (including Shanghai, Wuhan, Nanjing and Hangzhou) account for 26.46% of the total number of 15 cities

2. Market composition of lactic acid products in domestic cities

according to the Research Report of CCTV on 15 key cities in China in the second quarter of 2003, yogurt is the main body in the domestic lactic acid products market, and the durometer should be adjusted to the level accounting for the total amount; (2) The surface of the steel ball is not smooth or the diameter exceeds the allowable deviation of 70.3% (amount) and 67.7% (quantity). In the northern urban market and the urban market in the middle and lower reaches of the Yangtze River, the proportion of yogurt is high, and the lactic acid bacteria beverage market is still in the development stage

3. Market share distribution of yogurt and lactobacillus beverages in key domestic cities

according to the Research Report of CCTV on 15 key cities in China in the second quarter of 2003, the yogurt Market is mainly in first-class cities, of which Beijing and Shanghai account for 40% of the total number of 15 key cities, and the difference between other cities is not too great. The development of lactic acid bacteria beverage market is uneven, with Beijing and Shenyang accounting for 45.2% of the total of 15 cities, and Shanghai. Wuhan. Tianjin and Xi'an accounted for 31.1% of the total number of 15 cities, while the other nine cities accounted for only 23.7%

4. Composition of different yogurt products in main market segments

according to the Research Report of CCTV on 15 key cities in China in the second quarter of 2003, the proportion of plain yogurt and traditional yogurt in the domestic yogurt product market is more than 80%, and there are great differences between different cities. 90% of the markets in Jinan and Xi'an are plain yogurt, and the proportion of traditional yogurt in Nanjing and Chengdu is significantly higher than that in other cities

5. Composition of yogurt and lactic acid beverage in different packages

according to the Research Report of CCTV on 15 key cities in China in the second quarter of 2003, plastic cups and glass bottles account for a large proportion of domestic yogurt product packaging, while plastic bags, fresh houses and plastic bottles account for a small proportion. There are great differences in different cities, such as plastic cups in Guangzhou and Xi'an, glass bottles in Chengdu and Nanjing, and plastic bags in Jinan. Among lactic acid drinks, plastic bags occupy a large market share, and plastic bags in Beijing, Chengdu, Jinan and Xi'an almost dominate the world

6. Development trend of main packaging share of yogurt

the Research Report on yogurt packaging in 15 key cities of CCTV shows that from the first quarter of 2002 to the second quarter of 2003, the market share of yogurt in plastic cups showed a steady upward trend; The consumption of yogurt in glass bottles has a large seasonal difference, with a slight decrease; Yoghurt in plastic bags is stable and declining; The trend of fresh houses and plastic bottles is flat

strategic principles of Sanlu new products

Beijing is the most mature market for yogurt consumption in China, with the per capita consumption and market scale of yogurt ranking first in the country, and it is also the market with the most concentrated packaging forms. Sanlu must seek to "herd sheep where wolves rarely appear"

the conditions for Sanlu to compete for consumer groups are:

1. Middle income household consumer groups

2. Heavy consumers who drink yogurt every day

3. Mass consumer groups that pay attention to brand and quality and are sensitive to price

for this reason, Sanlu's marketing strategy is not to improve the popularity, cultivate non drinkers and increase the frequency of drinking, but how to attract the most mature family groups who drink yogurt to Sanlu's exclusive packaging form by adopting new packaging with cost performance

leap from packaging to category

what packaging includes the recycling of materials, including steel, aluminum and magnesium front-end parts. There are huge differences in low-level energy consumption and environmental impact in the whole life cycle of vehicles, which can achieve the strategic goal of Sanlu yogurt? We select Swedish eklin style bag packaging from a variety of new packaging at home and abroad

eiklin bag packaging is a sustainable environmental protection packaging based on calcium carbonate. The specification of 500/1000ml is adjustable. It can be used as two types of yogurt: stirred and solidified, which is about 10% lower than the cost of fresh houses. Consumer research conducted in Beijing and Shanghai shows that consumers believe that the packaging of akrin is high-grade, which is the same level as that of fresh houses, especially their environmental protection

it has been several years since eklin entered the Chinese market. Why didn't Yili, Guangming and Mengniu choose eklin packaging? Beijing million manor dairy has used aclin packaging to fill fresh milk and yogurt in Beijing for several years, but the average daily sales have been hovering at 1 ton to 2 tons. What is the reason for such a huge contrast between the research and the results

the improper positioning of akrin packaging is one of the key reasons why Swedish akrin has failed in the Chinese market for several years. Eklin company named its 500/1000ml package eklin style bag. Million manor displayed its products together with plastic bag yogurt, and consumers confused eklin style bag with plastic bag. At the same time, the price of eklin yoghurt is higher than that of yoghurt in plastic bags of the same specification, which discourages consumers

Sanlu must position the category of eklin yogurt and become the first brand for this category to enter the mental model of consumers

Sanlu's positioning of eklin style bag yoghurt

product positioning: an independent category between plastic bag yoghurt and fresh house yoghurt

target population: family consumption groups with good yogurt consumption habits and medium to high income

renaming of aklim bag packaging: fresh pot

in terms of category management of packaging, the most successful model is Tetra Pak, a world packaging giant in Sweden. Tetra Pak pillow. Tetra Pak. Tetra Pak diamond, etc. - the packaging of different categories has a very clear positioning. At the same time, Tetra Pak also spared no effort in advertising its packaging brand

the eklin stand bag was renamed "fresh pot" ", the purpose is to establish an independent mid-range category between low-end plastic bags and high-end fresh houses, just as Tetra Pak pillows are positioned between glass bottles and Tetra Pak bricks. Without such an accurate positioning of Tetra Pak pillows, it is difficult to imagine that we can achieve today's billions of Tetra Pak pillows milk market.

what should be put in Sanlu fresh pots

fresh pots as a new package Category is not a complete product. What should be contained in it? Is it "new bottle" for "new wine", or "new bottle" for "old wine"

if "new bottles" are used to pack "old wine", the product content must be popular yogurt, and its product quality and taste must be guaranteed to be the same as or more competitive with competitive packaging products

if we adopt "new bottle" to pack "new wine", we will bear double risks, but if we choose "new wine" properly, we can set a higher price to ensure a higher gross profit margin

the final product combination is:

new bottle + old wine combination: fresh pot of original yogurt (500/1000g)

new bottle 10 new wine combination: fresh pot of high calcium (high calcium + the following 1 schemes are some energy-saving measures used in the development and development of the experimental machine dietary fiber) yogurt (500/1000g)

role assumption:

fresh pot of original yogurt undertakes the sales task,, Attract consumers to transfer pure yogurt packaged in other categories to Sanlu fresh pot yogurt with higher cost performance

the task of fresh pots of high calcium yogurt is to obtain higher profits, and the pricing still has a cost-effective advantage of 15-10% over fresh houses of the same specification

how to make the packaging convey the interests of "fresh pot" and products

packaging is not only the cheapest print advertisement, but also the easiest to control and the most targeted advertisement. Use the back of eklin fresh pot to package it and Sanlu yogurt

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