What is the secret of the rise of the double crown of the rising trend of today's Ma Lang and JunLebao against the trend?

Taoists have clouds" avenue to Jane Know Easy to Do"The basic principles, methods and laws of the world are extremely simple to know but difficult to doThe essential things seem simple but the source of the essence is complex; for example, in the fast-consumer wars of the century, the changing demand of consumers as a result of the change in supply and demand, the increasing heat of market competition we all know that only innovation can win the futureBut how can innovation win the Red Sea with sustained high growth and competition? How to not only stay in the understanding of the way to win the victory can practice the proud performance?
Perhaps we can find the answer from the commercial wars of recent yearsLooking at the fast consumer market in the last five years to talk about the growth rate who ridiculously proud food jianghu?
After fear, and the first two gaps in the category is getting smaller and smaller, and even the anti-super trend of instant noodles category, beverage category growth double champion - this year's wheat, and just independent from Mengniu has been speculated that will be independently listed in the low-temperature yogurt and milk powder two main business category growth double champion Jun Lebao can be said to be the last five years in the food industry's most outstanding two major growth "double crown."
So how on earth did they succeed in breaking out of the competition to keep the Red Sea growing at a high rate?
We will be in the following for you through case analysis method stocontrare the two enterprises behind the business strategy of the growth of the "road" for you to decode the break out of the Red Sea, the trend of sustained high growth of the business war secret
The food industry growth champion - "double crown" today, Mai Lang and JunLebao instant noodles and beverage category counter-attacker: Today's Mai Lang, Hebei Province, Longyu County, Xifan Village, Fan now the country of the East pieced together tens of thousands of yuan carefully created after Hualong once Hualong, today's mai Lang in the year to achieve the overall revenue to break through the billion mark from the year's growth difficulties again achieved a strong growth
Among them, the annual sales of the instant noodles business of today's Mai Lang exceeded the top three in China's instant noodles market in recent years, Mai Lang fearless instant noodles category decline weak cycle its growth rate has maintained double-digit compound growth and the gap between the top two is gradually narrowing or even anti-super trend
According to The statistics of Rhys Consulting to this year's year-on-year growth rate of the year-on-year and at this time Kang Shifu and unified growth rate is only with the current McLang step by step to force the unification according to Theris Consulting forecast that this year's sales of Macron will exceed the unifiedIt is worth noting that this year's mcFaran products "one and a half, one bag and a half" than the year is to achieve year-on-year growth of the proud record!
More than instant noodles section to win the battle in the Chinese market beverage section of the year today's sales growth rate is also far greater than Kang Shifu, Unification, Wahaha, Pepsi, Coca-Cola and other domestic and foreign beverage giants
According to the previous media "food merchants" reported that this year, the growth rate of the wheat lang drinks in the beverage category ranked first and far more than the second
While Master Kang and Unification this pair of traditional beverages are both in negative growth, in which Master Kang's owner top new international group with the growth rate of the former beverage giants are facing a slowdown in growth and even Waterloo dilemma
In the food and beverage innovation forum Fan now the chairman of the media interview, said that "the next ten years the Group will focus on the development of instant noodles, flour, beverages, hanging noodles and other industries today' sales revenue will exceed 100 billion yuan." "Dairy products pioneer china's milk powder industry broke the game - Jun Lebao from the Hebei Provincial Agriculture Department resigned under the sea after Wei Lihua in the year founded the "JunLebao" brand he relied on 10,000 yuan of funds, bungalows, Taiwan yogurt machine, two human tricycles a foot into an industry he never tried Shijiazhuang City Junlebao Dairy Company was born Earlier, Junlebao to yogurt, lactic acid bacteria products to open the market, Wei Lihua gradually "Junlebao" into the largest yogurt production base in North China to become Hebei's largest dairy enterprises
Years later today Junlebao Dairy Group in the year to achieve the annual sales revenue of more than 100 million yuan of the record, which was established in the milk powder business to achieve sales revenue of more than 100 million yuan year-on-year growth more than "into the first camp of the milk powder industry."
Infant milk powder sales exceeded 10,000 tons, million cans of some star products sales growth reached the above Junlebao banner milk powder sales growth rate also exceeded The sales target of Junlebao milk powder is to build a new milk powder factory It is worth mentioning that Junlebao milk powder has also entered the Hong Kong and Macao market: the annual landing in Hong Kong market sales reached 10,000 cans;
Wei Lihua stands in the wind to regain the trust of China's dairy industry to create through the world's top food safety standards certified infant milk powder industry called him "China's milk powder industry breakers." In an interview with Chinese entrepreneurs, Wei Lihua said that the goal of the future Junlebao milk powder business five years to break hundreds of millions "should not be five years we will achieve a billion goals of milk powder to do first." And in the low-temperature yogurt market according to The risconsulting data statistics by pioneering cheese yogurt new category "cheese la" yogurt to gain strong growth of Junlebao also in the first half of the year beat the third place in the old milk enterprise bright in China's low-temperature yogurt category top three
In the past year in China's yogurt market Junlebao "cheese la" cheese yogurt in the country set off a "cheese new storm" surprised many people Only two months of new products monthly sales on the market exceeded 10 million yuan in a year sales exceeded 100 million packs Up to the end of the year, "grow ingon cheese" in the cheese yogurt category market share as high as the first in the country This month is expected to be a monthly sales of more than 100 million JunLeBao created a year of sales growth ten times the good words of the business war
The CEO of internationally renowned supplier Ayklin said at the one-year launch of the "Growing Cheese" yogurt market that in the past year, The volume of orders for JunleBao's "Rising Cheese" packaging has exceeded the volume of orders of more than 100 million packets of Single Package scouring of JunleBao among all Chinese customers
"It took just over a year to create a new miracle for China's dairy industry, from category pioneer to category leader 'Cheese' " Liss Consulting Global Partner, General Manager of China, brand strategy expert Zhang Yun said, "relying on the strength of the category 'Raising Cheese' has the potential to become a billion, even 10 billion brands!" So the question arises as to why these two Hebei companies have been able to achieve such rapid head-to-head growth in recent years? See the in-depth analysis below
What is the secret of the continuous high growth of the innovation approach of "Double Crown"?
Becoming the pioneer and leader of the new class in the Red Sea, after in-depth research, we found that both companies are deeply influenced by positioning theory by segmentation differentiation to create new species successfully created new categories, while also occupying the leading position of the category in the process of finding their own territory with the giant wrist
Take today's Mr Ma, for example, the chairman of Fan now," said at the annual positioning China summit that the company now wants to grow within the enterprise or create a new category as a leader either to occupy a category to become the boss or to develop a new business model
Today,mai Lang for the mass market for the first time in the year to launch "a bag and a half" bag surface once launched a great success so that today's Mai Lang launched in the year "a barrel and a half" this category with its cost-effective in the last five years to maintain high-speed growth to attract Master Kang also launched the same type of products
From the rural market into the city's high-end market, the current mai Lang through the differentiation of innovation upgrade in the year to introduce "one dish side" to the instant noodles, the first use of space food low temperature vacuum drying freeze-dried technology to meet the first-tier city consumers for convenient food delicious and nutritious new products have innovative significance
This year, Mai Lang used independent research and development of straight strip cutting, special cooking process and segmented drying and other ways to develop the fourth generation of instant noodles old Fanjia instant noodles is called "a reinvention of instant noodles" in the invention of instant noodles in Japan held a new product launch japan's top ramen master Yamamoto Gangzhi gave a very high evaluation of Japan's big stomach king wood under the first time to evaluate the "super delicious"!
Whether it's the introduction of the "Big Now" for the daily life of the family, the "one-and-a-half" for the large food population, the "knife cut wide noodles" for the people who like to eat the flavor of the home, the "one dish side" fan country led by the current country has been seeking a breakthrough innovation - to create new products and become the leader of today's mai Lang constantly optimize products, meet the different needs of consumers in the production process itself to continue to subvert the innovation "。
Take Junlebao as an example based on a keen sense of industry smell and deep research and development strength Junlebao in the year launched the "rising cheese" yogurt to create a new class of Chinese yogurt cheese has "milk gold" said pound cheese extracted from the pound of fresh milk extracted with high nutrition, strong milk, delicate taste and so on The monthly sales of the first month just launched reached 10,000, and in one year the monthly sales doubled from 100 million packages to become China's food industry and another billion pieces accounted for China's cheese yogurt market share Junlebao completed the upgrade from creating a new category to leading category and eventually became a leader in the new category
Adam Smith, author of The Theory of National Wealth, has pointed out that the economic growth is driven by a professional social division of labor Mr Rees, the father of positioning, further points out that the driving force behind business development lies in the constant differentiation of the category When the original category tends to mature saturation new categories will enter a new round of growth cycle and lead the growth of brands and enterprises
From the practice of Reese Consulting, when the growth of the original category slows down, it is facing a new round of category innovation and layout And those that achieve category innovation can often break the industry cycle to achieve counter-trend growth Today, Mai Lang in the instant noodles category downstream cycle launched "a bag and a half" "a bucket and a half" and "one dish side" "old Fanjia instant noodle noodles" and Junlebao in the context of the slow growth of yogurt category to create a "cheese la" cheese yogurt new category is the use of positioning theory in the past five years very successful examples worth learning
Innovation is the first step also want to create a heart to seize the consumer mind in the new category of the leader to create a new category after just starting to hit Jiangshan easy to keep Jiangshan difficult enterprises successfully push new enterprises will also be bound to usher in peer's imitation how to keep the first-mover advantage to establish barriers?
"Innovation on the one hand is market innovation on the other is 'creative' is to occupy the consumer's mind." Today," said Fan Nowaman, chairman of The Lang, that innovation is the basis for the rapid development of enterprises At the same time, enterprises can not use their own internal thinking to look at consumer needs, but also to pay attention to what opportunities competitors have left you This requires enterprises to seriously do a good job of category thinking and brand expression analysis of their own advantages to do quality innovation to come up with a "artisan spirit" to the extreme to play their own brand and characteristics
Today, Macron has launched different products targeting different target groups to upgrade the product sane with different marketing strategies Today's new products "one and a half barrels" solve the "a barrel is not enough to eat two barrels can not finish" user embarrassment with diversified social marketing has achieved good results The year launched the "old Fanjia instant noodle noodles" no longer for specific groups of people or like other high-end brands claim that high-end taste is to "noodle restaurant now do taste" as the slogan specifically put forward the need to restore the noodle restaurant experience so that consumers think to go to the noodle restaurant to eat noodles this scene rather than with the rapid hunger, fast food and other scenes linked Unlike traditional techniques such as TV advertising in the past, this new product uses the new marketing campaign of limited pre-sale by e-commerce to "infiltrate the social process with experience to mobilize the user's sensibility" compared to the traditional channels in the past
Today, Mai Lang through the Tmall and other e-commerce channels sales and through small red books, micro-blogs and other business content to build word-of-mouth and product stickiness to further optimize the user experience, thus forming a positive cycle to seize the "face hall now do" of the new class leader user mind
In the occupation of the user's mind, JunLebao is also good at brand building firmly grasp the hearts of the target consumers "Growing cheese" whether it is actively organizing the taste test of 10,000 people or the use of marathon stakes and other sports marketing Junlebao has always been good at grasping the minds of young consumers with the help of large media, large platform integration of communication resources to promote the "Cheese La" brand promotion to build brand barriers for new categories
The best way to predict the future in the face of the increasing volatility of the global market and the increasingly challenging market environment is to "create" the future of the future of the two growth champions of the past five years, both by combining their own advantages of resources to find and create the blue sea in the Red Sea, thus gaining strong growth in the counter-market and crisis
About the present Mai Lang This Day Mai Lang Noodle Products Co , Ltd is the leading enterprise in the national convenience food industry, the Ministry is located in Yantai City, Hebei Province, to convenience food-based industry is a production, sales, research and development in one of the modern large-scale integrated food enterprise group
Source: Food and Beverage Innovation.