165438+1On October 26th, at the "2020 China New Consumption Summit Forum", Mei Jiang, General Manager of Small Pot Tea Market Center, Tu Changming, Oil Director and Public Relations Director of Yihai Kerry Group, Dong Ruiping, Vice President of External Affairs of Herbalife China District, and zhangqian, Director of Public Affairs and Public Relations Communication of Infinitus (China) Co., Ltd. gathered together.
Epidemic situation stimulates demand
Since this year, consumers' demand for health care products has increased. The research report of Guo Xin Securities said: "Under the major epidemic situation, consumers' awareness of nutrition and health has been accelerated. According to the statistics of Baidu Index, the search index of' improving immunity' and' health' soared during the epidemic. "In this context, the performance of related companies has also achieved positive growth.
Regarding health care products enterprises, Dong Ruiping said: "Herbalife maintained steady growth in China in the first three quarters. So the epidemic is both a challenge and an opportunity for us. "
However, there are also companies whose performance has declined due to the external environment. Zhangqian said frankly: "At the worst of the epidemic, our entire supply chain was broken, many goods could not be delivered, and many raw materials could not enter, which also caused great harm to our performance."
For Yihai Kerry Group, a grain and oil enterprise, the living environment at home promotes the sales of the company's products. Tu Changming said: "After the epidemic, household consumption increased. Some imported varieties and high-quality varieties have basically increased by 20% this year. "
Small pot of tea also resumed its performance in the third quarter, achieving the same period of growth. Meijiang said: "The main channel for small pots of tea is in shopping malls. Shopping malls closed in the first and second quarters of this year, so the performance in the first and second quarters was greatly affected. However, with the improvement of the domestic epidemic, our performance has recovered very well. "
Continuously improve the strength of the industrial chain
Excellent performance and excellent brand reputation come from the continuous improvement of the enterprise industrial chain. According to the on-site guests, the world-class R&D center owned by Yihai Kerry, the leader of grain and oil industry, is one of the important factors for its success. Herbalife invested 1 billion this year to establish a product innovation center; Small pot Chaze starts from the whole industrial chain to create high-quality tea products.
According to Tu Changming, the world-class R&D center behind Yihai Kerry has played an obvious role. "The biggest feature of the grain and oil industry is that the processing profit is very thin, and the annual profit rate is around 2%. Enterprises must work hard on product quality, grade, scientific research and creativity. Yihai Kerry has a huge food research and development center. Since its establishment in 2009, it has invested nearly10.50 billion yuan10.60 billion yuan, led by more than 300 world-renowned scientists, researchers and researchers, which has injected new impetus and vitality into Yihai Kerry. "
Herbalife also attaches great importance to product development and innovation. This year, Herbalife set up a product innovation center in Zhangjiang, Shanghai. Dong Ruiping said: "This is China's first product innovation center in the world, with an investment of 65.438+300 billion yuan. It is not only research and development, but also an innovation center based on the individual needs of consumers and meeting their individual needs. At the same time, we have also increased innovation in packaging, hoping to launch quality products in time. "
The development path of small pot tea is from brand operators to the whole industrial chain layout. Meijiang said that small pots of tea have been innovated and invested in product research and development, raw material quality control, product innovation and finished product quality control. "In the process of adding tea, the tea maker of small pots of tea will control the process and quality. At the same time, we are digitizing the master's technology and controlling the whole process through various detection and sensing equipment on the production line. In the aspect of finished product quality control, due to the high cost of manual tea picking, we cooperated with IBM to develop an intelligent tea picking robot. Next year, the world's first modern central factory with Industry 4.0 standard can be built and put into use. " Meijiang said.
Focus on young consumers
In recent years, young people's demand for healthy food has increased. In this context, FMCG enterprises are constantly adjusting to meet the needs and hobbies of young consumers.
For small pots of tea, the tea market contains huge consumption space for young people. Meijiang said: "Today's young people, especially those born after 1990 and 1900, are more proud of their nation than any other generation. At the same time, we have seen that many innovative tea products, such as milk tea and tea drinks, are also educating consumers and slowly and naturally letting these people begin to accept tea. "
Meijiang said: "This year, we launched some product lines that can meet different groups of people. There are also multi-bubble series, including the colorful cans released in the second half of the year (series for young people), which are more subdivided products for different groups of people, and the effect is still obvious. "
Infinitus also felt this change and made innovations in products. Zhangqian introduced: "In April this year, we launched a brand-new health food brand' Yanggujian', which made traditional Chinese herbal medicines ready to eat through modern scientific and technological means. I hope that through the brand of' Yanggujian', it will occupy a certain share in the segmentation of the young market. "
In addition, the current operating channels of Infinitus are also changing. Zhangqian said: "We have done a lot of work recently, such as developing the Infinite Micro Mall, marketing assistant applet, launching social e-commerce and global purchase, hoping to realize the transformation of the whole company by embracing this e-commerce. I hope to make efforts in four aspects: cultural guidance, product guidance, digital upgrade and business model evolution in the future. In the future, we will still adhere to the main track of health and wellness, and embrace the healthy blue ocean of the future with our peers and the whole big health industry. "
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