The pandemic of Covid-19 has raisedpeople's health awareness and deepened consumers' understanding of thenutritional value of milk and dairy products in China. The experts of CNCIDFrecommended that people should increase their intake of milk and dairy productsto enhance their physical fitness and improve their own immunity. China DairyIndustry Association and CNCIDF provided important nutritional support forpeople to improve their nutritional health and fight diseases. Since the earlydays of the epidemic, we have strengthened the popularization of knowledgeseries on milk and dairy products, telling consumers that milk and dairyproducts almost contain the nutrients required by the human body, which is oneof the best foods for enhancing physical fitness and human immunity. So far, 34issues of dairy science knowledge have been published on CDIA ’s public accountof Wechat and related social media, 24 recipes related to dairy products havebeen introduced. Dairy science knowledge shared with publics including:Classification of dairy products; Nutrient substances in milk and dairyproducts; Introduction of Special Milk; Dairy products edible guideline andanswers to misunderstandings; Introduction of traditional Chinese dairyproducts; Cooking with dairy etc.
Besides that, we also organized ChinaDairy Marketing Innovation Experience Exchange Meeting—Innovative Marketing Ideas to Ensure Market Supply online andtogether with other organizations and media to promote the consumption of dairyproducts and support our members to overcome the difficult situation.
China Dairy Marketing Innovation ExperienceExchange Meeting --Innovative Marketing Ideas to Ensure Market Supply
China DairyMarketing Innovation Experience Exchange Meeting --Innovative Marketing Ideasto Ensure Market Supply " was held in the form of online meeting on April 1, 2020, organized by the China DairyIndustry Association, co-organized by China Economic Net and Alibaba Tmall BusinessGroup. The meetingwas held by Ms. Liu Meiju,Executive Vice President and Secretary-General of CDIA and Vice Chairman ofCNCIDF. Speakers and representatives including Mr.Song Kungang, Former chairman of the CDIA, HonoraryPresident of CNCIDF, Mr. Liu Chunxi, Vice President of Yili dairy, Mr. Tang Rui, General manager of electric business ofMengniu dairy, Mr. Li Xiukun, General manager of sales department of Bright dairy, Mr. Wei Jing, Vice president of China Feihe dairy, Mr. Zhang Jun, Deputy general manager of Sanyuan Foods, Mr. Bao Xiufei, Vice general manager of Beingmate dairy, Ms. Li Jin, General manager of new retail fast-moving of New Hope dairy, Ms. Niu Ying,General manager of consumer goods of Nielsen, Mr. Shanmu,Marketing director of Alibaba Tmall Business Group, Mr. Shicang, AlibabaTmall Business Group food industry operations director and otherrepresentatives from channelresellers.
A lot ofchanges have taken place in people's consumption patterns and consumptioncontents due to the outbreak of COVID-19 in China. For dairy enterprises, they needinnovative sales models to adapt the demand, itis an important task for the whole industry to avoid the impact of theepidemic and expand the consumption of dairy products. Many dairy companies usebig data, internet technology to help improving marketing mode, using community group purchase and crossovermarketing also obtained good effect. the purpose of CDIAtoorganize "China Dairy Industry Marketing Innovation Experience ExchangingMeeting" was to sharethe successful experience, insight into consumer demand, communicationmarketing new idea, looking for newopportunities, promoting the development ofdairy industry.
Mr. Song Kungangon behalf of CDIA make the report “Promote dairy consumption and promote thetransformation of marketing model“,Ms. Niu Ying, General manager of consumer goods of Nielsen, “How doesthe new outbreak affect and accelerate the transformation of the dairy market”,she analyzed the changes ofliquid milk consumption in stores of different sizesbefore and after the epidemic, analyzed the enlightenment brought by theepidemic to the FMCG retailmarket, and suggested enterprisesto evaluate the situation and create new sales forms.Mr. Liu Chunxi, Vice president of Yili dairy, said that Yiliactively cooperate with the industry force, through helping dairy farming, stable production and unblock saleschannel, Mr. Yili dairy succeeded toensure the integrity of the dairyindustry chain, let the dairy become a strong nutrition support for the wholesociety. Mr. Tang Rui, General manager of Mengniu e-commercebusiness department, with the title of "Pioneering Innovation and EmbracingChange, Mengniu Online and Offline Digital Practice Sharing", introducedthat Mengniu group makes use of the advantages of full link data assets totruly realize consumer-centered and fine operation.
Infantformulaplays an important roleasbaby's food especially underthe epidemic situation, how to ensure the supply of infant formula is the well-being ofmillions of families. Mr. Wei jing,vice President of Feihe dairy, introduced Feihe uses multi-domain flowinteraction, time and space conversion, empathy first, word-of-mouth transferenergy to solve user pain points, with flexible strategy and tactics, let Feiheproducts through the outbreak of all kinds of difficulties, to ensure the supplyof baby rations. Mr. BaoXiufei, General manager of Beingmate, forward the conception"Food in hands, do not panic" to all staffs, the company started the digitalization construction to drive global marketing. Following the trend of thedevelopment of the new retail, embrace web celebrity economy actively, and community marketing to establish three strategies. In the future, the maternal and infantnutrition industry will have the opportunity of grafting digital strategies toform a real industrial interconnection to ensure the supply of infant formulamarket.
The epidemiccrisis has enabled dairy companies to have a deeper experience of all channels.This not only simply shifts sales from offline to online, but also providesservices, communication and trust reconstruction.Mr. Li Xiukun,Bright general managerof Dairymarketing centerof Bright Dairy introduced "Home Economy" under theroad of bright follow marketing transformation, let the initial just on timehome delivery of simple marketing mode, develop into cross-industry multi-pointand multi-line sales tactics. Mr.ZhangJun,deputy general manager of Sanyuan Foods introduced how theyactively use theadvantages of Shounong Food Group, carry out cross-border joint promotion ofproducts, formdairy products with vegetables, rice, noodles, oil, etc. intofood packages, bring convenience to consumers, and take advantage of thecombined marketing of "meat, milk and vegetable " The methodgradually changed to normal marketing. Ms. Li Jin,general manager of New Hope Dairy New Retail, introduced New Hope Dairy underthe "house" economy, fully embracing new retail, and using multiplemeans to build new retail strength. New Hope Dairy new retail general manager Ms.Li Jin introduced New Hope Dairy in the "House Economy", comprehensiveembrace new retail, a variety of means to create new retail strength.
Tmall is thelargest B2C platform on the internet,which plays a significant role inenabling merchants to digitize their brands, channels and consumers. Mr. Shanmu, brand marketingdirector of Tmall FMCG division, shared the listof successful brands on the internet andproposed the brand digital transformation and new marketing model after theepidemic. Tmall enterprise group of major food industry and warehouseoperations director Mr. Shicang “Theroad of all channeldigital transformation of dairy enterprises after epidemic”, bringopportunities and challenges to the development of e-commerce of dairyenterprises, and emphatically introduce the core direction of Tmall 2020industry, which is to create new consumption trend through digital operation ofconsumers. Tmall is willing to provide strategic digital comprehensive enablingability for partners, so that users' consumption behavior and consumptiondemand can be mined, can be analyzed, and help enterprises to complete the all channel digital transformation.
The meeting let us see that in thepost-epidemic era, consumer groups, consumption behavior, consumption view andconsumption market will all undergo great changes, and the internet consumption concept andconsumption pattern based on digital economy will become more and moreprominent. Also let us feel the dairy products marketing innovation is full ofvitality, the market potential is huge. Contactless delivery, online shopping,live streaming, community cross-border group-buying, and ai big data seem to bespecial actions during the epidemic, but they will also become the future trendof consumption in China, and become the driving force for changing people'slifestyle and promoting economic development. In the post-epidemic era, byrapidly digitizing the new retail channels of enterprises and making theproducts younger and healthier, China's dairy enterprises will be able togreatly stimulate the market potential and become a new driving force for thedevelopment of the dairy industry.
According toplatform statistics, 244,000 people attended the conference.
Besides themeeting, CDIA and CNCIDF jointly developed the dairy science publicity column -dairy knowledge publicity series. At present, the official account of theassociation has 8,400 fans, and has published 60 enterprise propagandaarticles, 25 popular science articles, and 10 notices from governments andauthorities. The published information was also reprinted by People's Daily,Sina Finance and Economics, China Economic Network, Xinhua Net, Cnr.Cn, ChinaFood News, China Food Safety News, Dairy Times, China Business Network, NewDairy and Other Mainstream Media.
China Dairy IndustryAssociation
Chinese NationalCommittee of IDF