Feng Xuantian, CEO of Guorui Technology: Tell the story of avocado in the field of baby food supplement

In the field of mothers and babies, with the gradual increase in society and parents’ attention to scientific parenting, more and more parents have become almost all of them today in order to adapt to the growth and development needs of infants and young children, providing their children with complementary foods for infants and young children that are different from adult foods.

The consensus of Bao Mom and Dad.

According to a report from the Foresight Industry Research Institute, 91.

6% of Bao parents now choose to give their children "baby food supplements.
"

At the same time, the scale of China's infant complementary food market is also increasing year by year.

Related data shows that the market size of my country's infant complementary food industry has exceeded 30 billion yuan in 2018, and the market consumption growth rate in the past ten years has remained at about 20%.
It is expected to be 2024.

So, what is the current development of this market? What are the innovations at the product and marketing level? …With these questions, we interviewed Feng Xuantian, CEO of Guorui Technology.

Feng Xuantian, CEO of Guorui Technology

Image Source: Digital Marketing Market

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Two reasons

Two reasons

Promote the continuous growth of the infant complementary food market

Promote the continuous growth of the infant complementary food market

At present, with the increase in the disposable income of Chinese residents and the continuous improvement of their living standards, the requirements for their own quality of life are also getting higher and higher.

In the field of complementary foods for infants and young children, its influence is obviously also closely related.

According to relevant data, the per capita disposable income of Chinese residents exceeded 30,000 yuan in 2019, an actual increase of 5.

8% over the previous year.
The improvement of the living standards of residents has caused more families to pursue high levels of consumer goods.
Infant supplementary food is related to the healthy growth of family newborn babies.
Consumers are willing to invest in quality goods and are gradually inclined to buy nutritionally safe, professional and scientific infants and toddlers.
Complementary food, promote market development.

In Feng Xuantian's view, the infant supplementary food market has been able to achieve sustained development and growth in recent years.

The essential reasons are mainly concentrated on two levels:

First, as mentioned in the previous article, with the continuous increase of people’s incomes, Bao parents have become more and more aware of the consumption of complementary foods for infants and young children.

From the passive acceptance at the beginning to the active search now, they are more willing to serve infants and young children.
This is the fundamental reason for paying for supplementary food products;

Second, compared to adult foods, infant complementary food products have higher quality requirements, so the price level will be correspondingly higher.

At the same time, the category of infant complementary foods has continued to expand in recent years, and the products have also increased.
The more abundant, these are the reasons for its continuous growth.

GFA products

Image source: Guorui Technology

Feng Xuantian believes that compared with many non-rigid snacks and consumer products for adults, complementary food products for infants and young children are in rigid demand, which directly attracts more competitors in this market.

Of course, on the one hand, as more competitors enter the game, the competition will become more and more fierce; secondly, it is precisely because of the entry of these competitors that the city has also shown more changes and possibilities.

The brand has also ushered in more development opportunities.

Last year, as the global epidemic continued to spread and its impact increased, imported products were restricted, and Chinese consumers also reduced the frequency of overseas shopping due to the epidemic.

This provided a better opportunity for domestic infant food companies to quickly seize market share.
Baby food supplement brands have also come to the front.

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Intensified competition

Intensified competition

Brands must have their own product moat

Brands must have their own product moat

In the process of communicating with Feng Xuantian, he always emphasized the product itself.
Undoubtedly, the product is the foundation of everything.
Only by having a strong product, the brand and marketing can be more targeted.
He talked about his views on the current baby food supplement market from the product and brand levels.

From the product level, whether it is a new brand or a brand that has been established for many years, they will definitely have their own core products, which is also the core competitiveness of the brand.

Especially for the initial establishment of a new brand, this kind of superior product is even more important.
Through the introduction of new products in the early stage, the education and influence of the market in the mid-term, and finally through this core product to form its own brand moat, and then expand and derive this product, thus forming its own brand product system, forming a broad recognition of a strong brand know.
This is a product-based style of play.
Generally speaking, it takes about three years to create a real brand voice.

From the brand level, there are currently many brands.
Of course, they are not only in the field of baby food supplements.
They use pure brand gameplay as the core and build brand awareness through traffic gameplay.
However, they do not have any production capacity.
All products are It is the factory outsourcing model, also known as the OEM model, which is very popular among many new brands.

The advantage of this approach is that it can quickly build brand awareness, but the investment in marketing is generally huge.
If there is no strong capital blessing, it is generally difficult to go to the end, because the brand itself lacks the moat of the product, and the capital changes.
It became the bloodline of life and death.
However, capital is often cruel.
If the capital level cannot see returns in the short term, the capital level will lose patience and the end of the brand can be imagined.

GFA products

Image source: Guorui Technology

Feng Xuantian emphasized that the market for complementary foods for infants and young children is actually more special than other areas, because the specific population of complementary foods for infants and young children is generally 0.
5-3 years old infants, and people outside this age group are not the target audience of these products.
Therefore, the cycle for infants and young children to consume these products is relatively short, which poses a very big challenge for infant supplementary food brands.
How to make waves of newborn mothers choose this brand product has become a competition between brands and brands.
The main theme.

GFA products

Image source: Guorui Technology

In Feng Xuantian's view, in addition to making good use of all conventional marketing communication methods, the more important thing is the product itself, especially the special field of maternal and child brands.
The daily communication between Bao Ma Bao Dads and word of mouth is sometimes effective.
More significant.
At the same time, the brand must have its own product moat, and the product must have its own characteristics and advantages.
Only in this way can it win the market for a long time.

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Deeply plowing the avocado market

Deeply plowing the avocado market

Tell the story of avocado

Tell the story of avocado

At present, Guorui Technology has three major brands: GREECHAIN, AFRICHAIN ​​and GFA (GIFT FROM AVOCADO).
And GFA means a gift from avocados.
As the exclusive agent of Kenya avocados, Guorui Technology has been committed to the research and development of avocado products.
At present, in the field of infant food supplements, it has also developed such as baby avocado, rainbow avocado, and avocado crisps.
And other products, these products are based on avocado as the core raw material.

Why are avocados so popular?

Feng Xuantian said that first, during the first CIIE in 2018, because the company had a logistics business in Kenya, it assisted Kenya to participate in the CIIE together.

After that, Guorui Technology was entrusted by the Kenyan government to set up many Kenyan agricultural and sideline products through Guorui Technology, and avocado is one of the most important products.

Second, the avocado itself is rich in trace elements and nutritional value.
With the continuous improvement of domestic people's living standards, consumers' awareness and acceptance of avocados are also getting higher and higher.
This is obviously a blue ocean, which needs more digging.

GFA products

Image source: Guorui Technology

Speaking of the advantages of GFA products, Feng Xuantian said that the current GFA infant food supplement products are products without additives and artificial colors, which not only maintains the original color and flavor of the product itself, but also is more conducive to the digestion and health of infants and young children.
In terms of food safety, Guorui Technology believes that there should be more subtraction rather than addition.

"We will not blindly compete with other brands in terms of price and traffic.
We have our own product moat.
Our goal is to make products.
We believe that our products can be recognized by consumers because we start from the beginning.
In the end, we are considering the health of consumers.
" Feng Xuantian emphasized.

At present, Gorui Technology is constantly making efforts to shape its brand while continuously developing its products.
On the other hand, good products must be known to consumers.
In letting consumers know about this matter, Guorui Technology also seems to be doing "subtraction".

Feng Xuantian said that at the level of product promotion, Guo Rui will also make specific choices.
For example, in the product promotion of complementary foods for infants and young children, they will choose KOL and KOC in this specific field.
They have a more say in these fields and are also affected by them.
The fans' approval.
At the same time, some more vertical platforms will be selected, such as Xiaohongshu, Dingxiang Doctor, etc.
, through these platforms to allow consumers to have more awareness.

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