Milk is not a drink -this sentence seems a bit unreasonable, how could milk is not a drink? In fact, dairy companies are very different from other beverage products in terms of overall marketing promotion. Therefore, milk is indeed not a drink in a sense. Here, the author hopes to show that dairy companies cannot blindly learn from the market operation of beverage products.
The market operation model with mature other beverages, the marketing of dairy industry has just begun. Therefore, many milk companies do not hesitate to introduce talents from various beverage companies. However, according to the author’s understanding, the survival rate of these airborne soldiers is not very high. The reason is that the airborne soldiers in these beverage industries do not know the unique operating model of dairy companies. In the following articles, the author will make a simple explanation on the main differences between the milk and other beverage industry’s market operations.
brand positioning differences
The role of positioning. Maintaining long -term vitality, accurate brand positioning and effective brand communication system are indispensable guarantee.
The category decision positioning:
The premise of brand positioning is to confirm what category this product is. Carbonated beverages have carbonated beverages positioning, tea beverages with tea beverages, positioning of fruit juice with fruit juice, sports drinks with sports drinks …
There are not many milk companies that can really grasp this point. A master’s positioning to a well -known milk company -vibrant milk. The master’s basis is that the vitality positioning has not been applied in milk companies, which is relatively novel and unique. This positioning seems to have no problem, but in fact he just ignored it -milk is not a drink. If you are positioned in vitality and fashion, this is unique, but the foundation of milk must be “healthy” from the current. No matter how the manufacturers and local brands sell milk sources and sell technology content, the results will not be separated from its ancestors, and the improvement of the dairy brand is bound to be rooted in the concept of “health”.
Is to imagine that if consumers see two kinds of milk in the supermarket -one is “full of vitality”, one is “from the prairie”, which one will consumers choose which one will choose kind? If you want to choose vitality, there are countless other beverages to choose from. If you want to choose nutrition, then the prairie should be the best choice.
The consumer habits determine positioning:
Generally speaking, carbonated drinks, tea beverages, sports drinks, etc. are emotional consumption. Consumers may be affected by advertising and terminal propaganda at any time. Change the consumer product category, and the consumption elasticity is greater. For milk, more of the category of rational consumption. The main purpose of consumers to buy milk is to ensure the health of themselves or their families. Once consumers choose milk consumption, it will be difficult to change consumption habits for a long period of time. Consumption elasticity is small. Therefore, the positioning of the dairy brand should also be focused on rational positioning such as health, nutrition, and freshness.
In someone will ask again that many milk companies are positioned in health, nutrition, integrity, and assured, but the market operation is not ideal. Why is this?
. They violated another principle of positioning -the brand must be distinguished from similar products, and this difference is meaningful to consumers. At present, the three best brands in the market -Yili, Guangming, and Mengniu are the clearest differences from other brands. Yili “Natural Ranch of the Soul” contains the concept of grassland; Mengniu “milk from the prairie and milk drinking milk”, while the main concept of the grassland, uses the help of event marketing to further improve the quality of rationality; “There is light”, the main concept of technology, and it is also effective with other competitors in positioning. And these are exactly what other dairy companies have not done. While without a unique and clear positioning, it is difficult to distinguish between the national or regional market. Strikes, half the effort.
The product life cycle decision positioning:
The product life cycle is a relatively basic theory in marketing courses, but in real dairy companies, many business managers do not understand Its true meaning, so it also caused the brand positioning to cause unscrupulous misunderstandings.
The life cycle of carbonated beverages, tea beverages, and pure water is basically close to the maturity period. Therefore, small and medium -sized enterprises or newly involved companies seek differentiation and carry out effective market segments. The great benefit is easy to build its own competitive advantage for a certain part of the target group or in a specific local market. The life cycle of milk is basically in the rapid growth period, especially liquid milk, with an annual growth rate of more than 30 %. Therefore, for some powerful regional brands, the mainstream liquid milk has been abandoned prematurely when the overall market structure is not clear. , Specializing in a small part of the market segment may not be a very wise decision.
The some dairy companies I have contacted by the author believes that the timing of the dairy market has arrived, and decided to abandon the mainstream liquid milk products and specialize in differentiated markets. Misunderstanding:
Misunderstanding 1: The timing of the market is improper.
The dairy habits of Chinese consumers are not very mature. The average consumption of milk is far from meeting the health requirements of Chinese people, and there is still a lot of room for growth. Therefore, pure milk and yogurt will still be the mainstream products of the market in the future. Many companies launched marine life milk, high -speed rail milk, and high -calcium high -dimensional milk are still in the stage of manufacturing concepts or establishing an image for enterprises. The actual sales situation is not optimistic.
A as a slightly weaker company, under the premise that there is no strong scientific research and marketing power support, it is best to do it. On the premise of doing a good market research and subdivision The machine has launched products that are truly differentiated and suitable for consumers. Instead of blindly launching products that seem to be “differentiated” without actually do not have fundamental differences and market demand, it has become a sacrifice to the market.
Misunderstanding 2: mainstream products give up prematurely.
The strong local brands have relatively obvious advantages in regional personnel structure and channel construction. With the opportunity of the rapid development of the dairy industry, the mainstream liquid milk will have two or three years better for two or three years. Rising space can bring a lot of cash to enterprises as “Taurus” products. Therefore, the author believes that these companies should not rush to abandon mainstream liquid milk products at present, but must recognize the development trend of the dairy industry. At the same time, starting with the development of differentiated products, as the new profit growth point of the enterprise, it is prepared for the company’s successful transformation in the future of fierce competition.
The enterprise management differences
If in the management of corporate management, the airborne soldiers in many beverage industries are in the area where the milk enterprises are the most severe, and the airborne troops have to face A thunder area.
In in the beverage industry, due to the intervention of internationally renowned brands such as Liangle, and large -scale domestic investment factories in China, it has a good role in other domestic beverage companies. The aspects of operational ability have been improved to a large extent. Most of the milk companies have just been transferred from state -owned enterprises, and fewer foreign capital intervention is rare. Therefore, there is a large gap with other beverage industries in terms of management and operation.
The airborne soldiers or airborne teams that landed to milk companies, rarely or almost no state -owned enterprise management operation experience. It is difficult to imagine that even a small milk delivery person may be with the company’s directors. It has a variety of connections. Therefore, if you do not understand the interpersonal relationship of the enterprise, you will be blindly restructured, which will likely detonate the mines and eventually explode yourself.
The dairy company, spending high salaries to reduce the marketing director and sales director. After entering the enterprise, the two made great reforms. The adjustment of the organizational structure, the restructuring of the business process, the establishment of the visit system and the report system. The starting point is impeccable, but it violates the interests of all aspects of the enterprise. At the marketing conference, the managers of various branches bombarded them collectively, and the reform plan could not be implemented. The final ending was that the two walked, and the enterprise recovered as before.
This solutions can only be intended and unbelievable. I don’t want to describe through too many languages. With a good set of solutions, it is only the first step of the Long March. After all, in many state -owned enterprises, power struggles are the fundamental guarantee for determining the final victory.
The differences in the construction of the path
The milk source enterprise operating the nationwide market. Its channel construction is more similar to other beverage industries, or directly operates or operates through dealers. However, because there are many regional brands and fresh products in the milk industry, there is a large difference in some aspects of other beverage industries in some aspects.
regional brand channel gravity movement:
M almost all in the beverage industry has the problem of the center of gravity of the path, but because of the large number of regional dairy industries, the channels are again the channels are again It currently resists the most effective weapon of other competitors, so it requires greater requirements for the center of gravity.
The milk company has set up a number of prefecture -level dealers, which radiates down from the dealers to various towns. Due to the lack of distribution capacity of prefecture -level dealers, the distribution is basically operated by the manufacturer, and the goods are directly sent to the two batches of townships and villages. The difference in the difference seriously affects the competitiveness of the product. Every day, the company is thinking about what kind of promotional method to compete with competitive brands, but does not consider that as long as it is simply moved down to towns and towns, it can get huge price reductions or promotional spaces to enhance corporate competitiveness.
The channel construction:
The main differences between the construction of milk and other category beverage paths concentrated in the preservation milk section. There are certain differences with other beverages on Tuesday, weekly or monthly, mainly manifested in the requirements of logistics capabilities and sensitivity to sales. However, this problem is not a major problem for masters who have been engaged in the beverage industry for many years. As long as you adjust slightly, you can adapt. However, it is rare in other beverage industries to send milk.
The construction of milk delivery channels mainly involves the determination of the number of milk stations, the division of the milk station area, the construction and management of the milk station, and the recruitment and training of the delivery staff. At present, many companies have adopted the strategy of recruiting temporary milk delivery market for newly developed milk delivery markets, but they will show certain disadvantages after a period of operation. Such as: non -timely delivery, difficulty in after -sales service, etc. It is difficult to carry out. Therefore, the author recommends that if there are enough milk users, you can consider recruiting full -time milk delivery staff and gradually eliminate those who serve those who serve part -time or at the same time. It is conducive to the smooth development of after -sales service.
It, there are certain problems in the collection of milk models. After many companies involved in a market, they adopted the policy of drinking milk first and then receiving money, and began to have a certain positive promotion effect on the development of the market. However, once this habit is formed, there will be certain problems with the recovery of milk models. In particular, the milk models of many companies are in the hands of the delivery staff. Some milk senders will seize the milk model for six months in advance for one year. It does not attract the attention of each enterprise.
The conclusion: The difference between milk and other beverages is far more than that. Many foreign brands of milk from the Chinese market have also confirmed the uniqueness of the milk industry competition from the side. Therefore, personnel from other beverage industries to the dairy industry must study the unique market operation methods of the milk industry carefully. Remember: milk is not a drink!
Nothing of milk and yogurt belongs to drinks, but it should be noted that what I said is that yogurt is fermented from pure milk rather than yogurt drinks, you can find that non -milk or yogurt milk will indicate drinks or drinks. Milk Yiliyou, sour milk, etc. is yogurt drinks instead of yogurt
Let me add that pure milk is not equal to fresh milk. It is called fresh milk within 24 hours of milk. Is it a drink to see the full name or the name of the ingredient table. What is more careful is not to drink the brand “Youye” as “Youqai”, and you cannot drink the name of “Black Tea” as “black tea” … or even drink “pure water” as “pure water” to drink. … (The existing division of a big brand has been processed, although the taste has not changed, the water quality has changed, it hurts after drinking)
Pure milk is also called fresh milk, pure milk. From the ingredients of the product, you can see that there is only one ingredient for this product, namely fresh milk. Differentiated the quality of pure milk depends on two indicators: total stem substance (also called whole milk solid) and protein. The higher their content, the higher the nutritional value of milk. In addition, the popular yogurt, which is popular with consumers, is made of pure milk, so yogurt is also pure milk. Therefore, pure milk is not a drink. However, many manufacturers are under the banner of pure milk and fresh milk, but they are mixed with things such as sweeteners, fruits, fragrance agents or water. Such “pure milk” and “fresh milk” will of course be called drinks.
Milk is not a drink -this sentence seems a bit unreasonable, how could milk is not a drink? In fact, dairy companies are very different from other beverage products in terms of overall marketing promotion. Therefore, milk is indeed not a drink in a sense. Here, the author hopes to show that dairy companies cannot blindly learn from the market operation of beverage products.
The market operation model with mature other beverages, the marketing of dairy industry has just begun. Therefore, many milk companies do not hesitate to introduce talents from various beverage companies. However, according to the author’s understanding, the survival rate of these airborne soldiers is not very high. The reason is that the airborne soldiers in these beverage industries do not know the unique operating model of dairy companies. In the following articles, the author will make a simple explanation on the main differences between the milk and other beverage industry’s market operations.
brand positioning differences
The role of positioning. Maintaining long -term vitality, accurate brand positioning and effective brand communication system are indispensable guarantee.
The category decision positioning:
The premise of brand positioning is to confirm what category this product is. Carbonated beverages have carbonated beverages positioning, tea beverages with tea beverages, positioning of fruit juice with fruit juice, sports drinks with sports drinks …
There are not many milk companies that can really grasp this point. A master’s positioning to a well -known milk company -vibrant milk. The master’s basis is that the vitality positioning has not been applied in milk companies, which is relatively novel and unique. This positioning seems to have no problem, but in fact he just ignored it -milk is not a drink. If you are positioned in vitality and fashion, this is unique, but the foundation of milk must be “healthy” from the current. No matter how the manufacturers and local brands sell milk sources and sell technology content, the results will not be separated from its ancestors, and the improvement of the dairy brand is bound to be rooted in the concept of “health”.
Is to imagine that if consumers see two kinds of milk in the supermarket -one is “full of vitality”, one is “from the prairie”, which one will consumers choose which one will choose kind? If you want to choose vitality, there are countless other beverages to choose from. If you want to choose nutrition, then the prairie should be the best choice.
The consumer habits determine positioning:
Generally speaking, carbonated drinks, tea beverages, sports drinks, etc. are emotional consumption. Consumers may be affected by advertising and terminal propaganda at any time. Change the consumer product category, and the consumption elasticity is greater. For milk, more of the category of rational consumption. The main purpose of consumers to buy milk is to ensure the health of themselves or their families. Once consumers choose milk consumption, it will be difficult to change consumption habits for a long period of time. Consumption elasticity is small. Therefore, the positioning of the dairy brand should also be focused on rational positioning such as health, nutrition, and freshness.
In someone will ask again that many milk companies are positioned in health, nutrition, integrity, and assured, but the market operation is not ideal. Why is this?
. They violated another principle of positioning -the brand must be distinguished from similar products, and this difference is meaningful to consumers. At present, the three best brands in the market -Yili, Guangming, and Mengniu are the clearest differences from other brands. Yili “Natural Ranch of the Soul” contains the concept of grassland; Mengniu “milk from the prairie and milk drinking milk”, while the main concept of the grassland, uses the help of event marketing to further improve the quality of rationality; “There is light”, the main concept of technology, and it is also effective with other competitors in positioning. And these are exactly what other dairy companies have not done. While without a unique and clear positioning, it is difficult to distinguish between the national or regional market. Strikes, half the effort.
The product life cycle decision positioning:
The product life cycle is a relatively basic theory in marketing courses, but in real dairy companies, many business managers do not understand Its true meaning, so it also caused the brand positioning to cause unscrupulous misunderstandings.
The life cycle of carbonated beverages, tea beverages, and pure water is basically close to the maturity period. Therefore, small and medium -sized enterprises or newly involved companies seek differentiation and carry out effective market segments. The great benefit is easy to build its own competitive advantage for a certain part of the target group or in a specific local market. The life cycle of milk is basically in the rapid growth period, especially liquid milk, with an annual growth rate of more than 30 %. Therefore, for some powerful regional brands, the mainstream liquid milk has been abandoned prematurely when the overall market structure is not clear. , Specializing in a small part of the market segment may not be a very wise decision.
The some dairy companies I have contacted by the author believes that the timing of the dairy market has arrived, and decided to abandon the mainstream liquid milk products and specialize in differentiated markets. Misunderstanding:
Misunderstanding 1: The timing of the market is improper.
The dairy habits of Chinese consumers are not very mature. The average consumption of milk is far from meeting the health requirements of Chinese people, and there is still a lot of room for growth. Therefore, pure milk and yogurt will still be the mainstream products of the market in the future. Many companies launched marine life milk, high -speed rail milk, and high -calcium high -dimensional milk are still in the stage of manufacturing concepts or establishing an image for enterprises. The actual sales situation is not optimistic.
A as a slightly weaker company, under the premise that there is no strong scientific research and marketing power support, it is best to do it. On the premise of doing a good market research and subdivision The machine has launched products that are truly differentiated and suitable for consumers. Instead of blindly launching products that seem to be “differentiated” without actually do not have fundamental differences and market demand, it has become a sacrifice to the market.
Misunderstanding 2: mainstream products give up prematurely.
The strong local brands have relatively obvious advantages in regional personnel structure and channel construction. With the opportunity of the rapid development of the dairy industry, the mainstream liquid milk will have two or three years better for two or three years. Rising space can bring a lot of cash to enterprises as “Taurus” products. Therefore, the author believes that these companies should not rush to abandon mainstream liquid milk products at present, but must recognize the development trend of the dairy industry. At the same time, starting with the development of differentiated products, as the new profit growth point of the enterprise, it is prepared for the company’s successful transformation in the future of fierce competition.
The enterprise management differences
If in the management of corporate management, the airborne soldiers in many beverage industries are in the area where the milk enterprises are the most severe, and the airborne troops have to face A thunder area.
In in the beverage industry, due to the intervention of internationally renowned brands such as Liangle, and large -scale domestic investment factories in China, it has a good role in other domestic beverage companies. The aspects of operational ability have been improved to a large extent. Most of the milk companies have just been transferred from state -owned enterprises, and fewer foreign capital intervention is rare. Therefore, there is a large gap with other beverage industries in terms of management and operation.
The airborne soldiers or airborne teams that landed to milk companies, rarely or almost no state -owned enterprise management operation experience. It is difficult to imagine that even a small milk delivery person may be with the company’s directors. It has a variety of connections. Therefore, if you do not understand the interpersonal relationship of the enterprise, you will be blindly restructured, which will likely detonate the mines and eventually explode yourself.
The dairy company, spending high salaries to reduce the marketing director and sales director. After entering the enterprise, the two made great reforms. The adjustment of the organizational structure, the restructuring of the business process, the establishment of the visit system and the report system. The starting point is impeccable, but it violates the interests of all aspects of the enterprise. At the marketing conference, the managers of various branches bombarded them collectively, and the reform plan could not be implemented. The final ending was that the two walked, and the enterprise recovered as before.
This solutions can only be intended and unbelievable. I don’t want to describe through too many languages. With a good set of solutions, it is only the first step of the Long March. After all, in many state -owned enterprises, power struggles are the fundamental guarantee for determining the final victory.
The differences in the construction of the path
The milk source enterprise operating the nationwide market. Its channel construction is more similar to other beverage industries, or directly operates or operates through dealers. However, because there are many regional brands and fresh products in the milk industry, there is a large difference in some aspects of other beverage industries in some aspects.
regional brand channel gravity movement:
M almost all in the beverage industry has the problem of the center of gravity of the path, but because of the large number of regional dairy industries, the channels are again the channels are again It currently resists the most effective weapon of other competitors, so it requires greater requirements for the center of gravity.
The milk company has set up a number of prefecture -level dealers, which radiates down from the dealers to various towns. Due to the lack of distribution capacity of prefecture -level dealers, the distribution is basically operated by the manufacturer, and the goods are directly sent to the two batches of townships and villages. The difference in the difference seriously affects the competitiveness of the product. Every day, the company is thinking about what kind of promotional method to compete with competitive brands, but does not consider that as long as it is simply moved down to towns and towns, it can get huge price reductions or promotional spaces to enhance corporate competitiveness.
The channel construction:
The main differences between the construction of milk and other category beverage paths concentrated in the preservation milk section. There are certain differences with other beverages on Tuesday, weekly or monthly, mainly manifested in the requirements of logistics capabilities and sensitivity to sales. However, this problem is not a major problem for masters who have been engaged in the beverage industry for many years. As long as you adjust slightly, you can adapt. However, it is rare in other beverage industries to send milk.
The construction of milk delivery channels mainly involves the determination of the number of milk stations, the division of the milk station area, the construction and management of the milk station, and the recruitment and training of the delivery staff. At present, many companies have adopted the strategy of recruiting temporary milk delivery market for newly developed milk delivery markets, but they will show certain disadvantages after a period of operation. Such as: non -timely delivery, difficulty in after -sales service, etc. It is difficult to carry out. Therefore, the author recommends that if there are enough milk users, you can consider recruiting full -time milk delivery staff and gradually eliminate those who serve those who serve part -time or at the same time. It is conducive to the smooth development of after -sales service.
It, there are certain problems in the collection of milk models. After many companies involved in a market, they adopted the policy of drinking milk first and then receiving money, and began to have a certain positive promotion effect on the development of the market. However, once this habit is formed, there will be certain problems with the recovery of milk models. In particular, the milk models of many companies are in the hands of the delivery staff. Some milk senders will seize the milk model for six months in advance for one year. It does not attract the attention of each enterprise.
The conclusion: The difference between milk and other beverages is far more than that. Many foreign brands of milk from the Chinese market have also confirmed the uniqueness of the milk industry competition from the side. Therefore, personnel from other beverage industries to the dairy industry must study the unique market operation methods of the milk industry carefully. Remember: milk is not a drink!
Nothing of milk and yogurt belongs to drinks, but it should be noted that what I said is that yogurt is fermented from pure milk rather than yogurt drinks, you can find that non -milk or yogurt milk will indicate drinks or drinks. Milk Yiliyou, sour milk, etc. is yogurt drinks instead of yogurt
Let me add that pure milk is not equal to fresh milk. It is called fresh milk within 24 hours of milk. Is it a drink to see the full name or the name of the ingredient table. What is more careful is not to drink the brand “Youye” as “Youqai”, and you cannot drink the name of “Black Tea” as “black tea” … or even drink “pure water” as “pure water” to drink. … (The existing division of a big brand has been processed, although the taste has not changed, the water quality has changed, it hurts after drinking)
Pure milk, yogurt, and fresh milk are not drinks, others are drinking beverages with milk
Pure milk is also called fresh milk, pure milk. From the ingredients of the product, you can see that there is only one ingredient for this product, namely fresh milk. Differentiated the quality of pure milk depends on two indicators: total stem substance (also called whole milk solid) and protein. The higher their content, the higher the nutritional value of milk. In addition, the popular yogurt, which is popular with consumers, is made of pure milk, so yogurt is also pure milk. Therefore, pure milk is not a drink. However, many manufacturers are under the banner of pure milk and fresh milk, but they are mixed with things such as sweeteners, fruits, fragrance agents or water. Such “pure milk” and “fresh milk” will of course be called drinks.