White Paper on Marketing Development of China's Dairy Industry Released

News from this newspaper (reporter Yang Xiaojing) A few days ago, the "2021 China Dairy Marketing Development White Paper" (hereinafter referred to as the White Paper), edited by Hou Junwei, founder of Ruinong Consulting, was released

The white paper conducts a comprehensive study on the dairy industry, makes forward-looking judgments on future development trends, and proposes six major development trends

First, as consumer demand expands, growth will inevitably occur

At the same time, the white paper proposes four major challenges facing dairy companies

First of all, there is a shortage of raw milk supply, whether the company can balance operating profits through product structure adjustment

Secondly, whether the product price increase can be successful

Third, homogenization has become a bottleneck for the growth of regional dairy companies

Fourth, the challenge of talent echelon construction

Faced with the above challenges, enterprises must clear their thinking and grasp the key points in order to break through the market

At the brand level, the white paper puts forward the view that the key to occupying the commanding heights of public opinion and brand rejuvenation is the rejuvenation of brand promotion, the brand value mining under the fresh strategy, and the infiltration of brand communication to deeply influence consumers' purchasing behavior

At the product level, the white paper proposes a dairy product innovation strategy that can only be scaled by popularization, and analyzes the development trend of dairy product innovation

At the channel level, the white paper proposes concepts such as the integration of online and offline channels, the multi-dimensional access to consumers through pan-e-commerce channels, the establishment of barriers through forward integration through self-built channels, and the delivery of milk to the home to the scene.

At the level of marketing communication, the white paper proposes methods such as terminal mediaization, online contentization, global word-of-mouth, information precision, brand public relations events, and brand alliances, and proposes specific measures for the implementation of these methods

In addition to the above content, the white paper also conducts research on e-commerce marketing, crisis public relations and other topics, and puts forward systematic strategic ideas for the 2021 dairy industry operation

"China Food News" (May 04, 2021 Edition 04)

(Editor-in-charge: Yang Xiaojing)