Tanperati chanm blan lèt: Lè itilizatè a jis vle bwè yon tas lèt, kisa mak la ta dwe ofri?

We disassembled white milk into two parts, room temperature white milk and low temperature white milk. In the late 1990s, domestic companies began to introduce room temperature milk production lines. Prior to this, low-temperature liquid milk was still the main domestic product; in 2006, normal-temperature liquid milk had an absolute advantage. Normal temperature white milk is a typical mature category in the domestic market. As a mature category, the difference between basic and high-end products is weak, centered on "protein", "ranch", and "package/brand", especially for small and medium brands. Form a differentiated competitiveness. We need to ask a question back. For users, all this is just "I just need a glass of milk", and the basic logic of the establishment of normal temperature white milk revolves around "convenience". If we use this logic to look at the development of white milk, You will find that the current logic is problematic: based on the needs of subdivided groups (children, middle-aged and elderly, female groups, lactose intolerant groups), the target user group will be limited. In addition to easily reaching the ceiling, the more practical problem is investment The output ratio is easy to be unreasonable; at the same time, the adjustment of product ingredients will adjust the product attributes to modulated milk, which may make the target user feel that it has become another thing similar to yogurt and breakfast milk. In other words, the cognition of yogurt breakfast milk is relatively low-end, cheap, and mixed with additives, which is contrary to the current market demand for clean labels. As for the high-end white milk, we can also see obvious bottlenecks. For example, Mengniu launched China's first high-end white milk Milk Deluxe in 2005. It has experienced rapid growth in the past 13 years of development this year. Achieved excellent sales and profits. However, I quickly encountered problems, upgrading packaging, doing e-commerce, and doing social networking, but users did not buy some of the strategies; in the past, brand owners used to push new iterations, expand product lines, increase product unit prices, and pull new ones. However, the current Expresso protein is 3.6g/100g, and the higher-end product line also appeals to New Zealand's milk sources. What else can be done in the next iteration of the product upgrade? Deluxe M-Plus High Protein Milk Source: Selected works of Marking Awards2018 This brings us back to the key question: "Why should I drink room temperature white milk?" If we expect growth, penetration rate and customer unit price, we need one of them. To achieve core breakthroughs, we believe that the potential of high-end products can still be maintained by natural increments, but the core growth points will come from the growth of low-tier cities and special channels. The low penetration rate of cold chain logistics in low-tier cities is the consensus of the industry, and the previous explosive growth of room temperature white milk has also relied on the penetration of channels in low-tier cities, since the penetration rate of room temperature white milk in low-tier cities has been so high , Why should we look at this market again? The reason is that we believe that consumption upgrades can also be done in the low-end market, such as upgrading from bagged products to basic Tetra Pak white milk. Because logistics is easy to achieve, relying on the advantages of quantity and energy, it can obtain more tangible profits. For example, Yili from In the marketing campaign of "Do you need a glass of milk" in 2017, the main product is the basic white milk. The data also clearly shows that in the basic white milk category, the increase in the proportion is mainly due to the faster growth of aseptic bricks, while the proportion of Tetra Pillow and Baili Bao is not mentioned, which also reflects the basic white milk Consumption upgrade trend. The intertwined social relationships in low-tier cities are an excellent soil for social e-commerce, and normal temperature white milk is one of the most suitable product types for distribution. From the social e-commerce to push the entire e-commerce operation logic, e-commerce The user's ordering of white milk is actually based on two simplest logics: "active price reduction" and "heavy goods upstairs". And we found in user interviews that a considerable number of users consume milk not through active drinking of milk, but through passive penetration of catering channels and home baking. Creamer powder can no longer meet the needs of users, so normal temperature white milk even Low-temperature milk is also continuing to penetrate. For some brands, the demand for white milk brought by coffee, milk tea, and snacks has become a new opportunity.