Book Music said: "The collapse of money, who is to dig a hole for Moslian?"

For the bright dairy industry, Moslian is carrying too much "light".

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Wen/Zhang Shule

Published in the July 2016 issue of Sales and Marketing Management edition

As the first domestic room temperature yogurt, light for the transformation of innovative products, consecutive years of sales explosion of the star single product, Moslian is pinned bright tens of millions of sales expectations of the explosion. And all this, in 2015 stopped abruptly.

The 2015 annual report released by Bright Dairy, April 19, showed that the revenue of bright dairy industry in 2015 was about $19.373 billion, a 6.18 decline over a year earlier. In this report, in 2015 Moslian sales revenue of 5.874 billion yuan, there are 1.44% of the micro-drop facts, but also let the outside world will look to this yogurt.

Health? A story-telling yogurt.

In the fog of Moslian, the most legendary is the story of longevity that hangs over its name.

In 2008, Bright dairy industry will Moslian the origin of probiotics brought back to China, and developed a bright Moslian yogurt, and listed in 2009, to create a domestic normal temperature yogurt precedent.

According to the advertisement description, the probiotic strains produced in Bulgaria are "the secrets of Longevity", and Moslian is the use of the probiotic bacteria at room temperature yogurt. In this "longevity" halo, but also in the early 20th century Nobel Prize for physiology and Medicine Mechnikov related research to endorse, and added Moslian strains of Bulgarian Lactobacillus L99 once aboard the Lunar Exploration Project satellite into outer space of the Times deduction.

In a variety of promotional copy, you can see the following scenario description: "A long time ago, living in Bulgaria, the Thracian people live nomadic life, they often carry the skin filled with goat's milk, in the external temperature and the role of human body temperature, the milk in the skin becomes sour, into a slag shape. When they want to drink, the milk in the skin into the boiled milk, boiled milk also become sour, this is the earliest yogurt. But the most magical handmade yogurt comes from Moslian, a village you can't find on the map. ”

The strong story-based plot not only accelerates the consumer's "absorption", but also such as science, space, longevity and foreign keywords, through the way the story of the influence of consumers.

These subtext seems to be in the brain platinum as a representative of health care products, we have seen many times. And the price is higher than the low-temperature yogurt at the time of Moslian, also in 2012 formally to the country, the success of the packaging and the health benefits behind, into the past dairy penetration rate is very low gift market, and seems to have in the dairy and health products cross-border robbery means.

In particular, the innovative characteristics of its room temperature yogurt, but also let it break the past only low-temperature storage of yogurt in the shelf life and transport bottlenecks, more of its become a gift to create space. It is important to note that in the light of the launch of products in the early research found that consumers are not willing to pay for a normal temperature yogurt 30% higher than the price of fresh yogurt. This makes this added value particularly important.

In 2012, Moslian sales of 1.6 billion yuan, accounting for the bright dairy industry revenue of 8.5%, 2013, sales amounted to 3.23 billion yuan, accounting for about 20% of the annual revenue, 2014, sales of nearly 6 billion yuan, accounting for about 34% of the annual revenue. Fully realized the rocket-type ascent expected by the edge innovation.

But myths can easily be punctured. In a 2015 interview with the net, the reporters in the Chinese journal only used one sentence "to refer to the data released by the World Health Organization in 2014, the life expectancy of Bulgaria (73.4 years) is no higher than that of China (73.5)", It ended the light. From 2012 to 2014, a total of 10.7 billion dollars of gold nuggets Moslian This "longevity" story.

After the appearance of the competition, Amuchy and pure, in the publicity on the rich, no add as a selling point, you can see the way to cut health products, indeed not too reliable.

Normal temperature Yogurt! How long to win the window for channel expansion

But before the question erupted, the light was actually fading the story of longevity. Rather than rushing into the blue sea of the gift market, the light is more hopeful that this explosion will break the long-standing channel embarrassment.

2007, Bright Dairy established a "focus on dairy industry, leading fresh, do strong room temperature, breakthrough milk powder" strategic objectives, relying on fresh, room temperature, milk powder "troika" to high-end product field.

The key point of this strategy is to break through the bright channel bottleneck.

Unlike Yili and Mengniu, 2002 ago, Bright dairy industry has laid the status of dairy industry because of the development of fresh products, but during the period from 2003 to 2006, the development slowed down due to the adherence to the fresh strategy. Therefore, in 2007, after the re-establishment of fresh room temperature strategy, a serious problem lies ahead.

"Bright Dairy is the main battlefield in east China and South China, and in the broader north, southwest, northwest and other markets, bright dairy has no advantage at all." "Chinese brand research researcher Zhu Danpong's discourse, in addition to the light is actually a regional brand of embarrassment, but also said that the light of the original milk in the layout of the short board-making fresh milk in order to keep fresh, emphasizing the short sales radius, so in the national channels of expansion of this belongs to no work.

And in the preservation of the longer temperature liquid milk field, the light has lagged behind opponents, to Yili, for example, its sales network has been extended to the country, and even sank to County township. The light must be an odd recruit to break the bureau. at this point, the bright choice to Moslian Breakout, the point of precision is a classic case.

The reason is also simple, before Moslian, domestic yogurt field are low-temperature milk, the same sales radius is limited, category expansion ability is not strong. And Moslian as the first domestic non-refrigerated, shelf life of up to 150 days of normal temperature yogurt, in the absence of similar products in the window, not only solves the cold chain distribution problem, and with room temperature milk equivalent shelf life to completely solve the low-temperature milk sales radius, can not be the limitations of national operation, to achieve the edge of innovation.

The fact also proves that the choice of light is correct. 2014, Moslian terminal coverage from 200,000 to 700,000, sales outlets are from the original East China region as the core to the national regional expansion and transformation.

At the same time, the emergence of this new category has also detonated a new blue sea market. Public data show that Moslian in 2011―2014 Year 4 sales revenue growth of 350%, 123%, 106.5% and 85% respectively. The light has even been put forward, to allow the explosion to stand on the peak of billions of years of sales.

But for a money-off, the normal decline in growth is not scary, it is the window of its time, but also to this end.

After seeing the success of the trial and error of the light, in 2014, Mengniu and Yili introduced pure-tasting and two-room normal-temperature yogurt products, with Yili Amuchy as an example, and its retail sales increased by 460% in 2015. In 2015, the income of Moslian was slightly reduced by 1.44%. According to Nielsen surveillance figures, in the room temperature yogurt category, December 2015-February 2016, Yili has 3 consecutive months of sales more than bright Moslian.

To this, bright milk industry Dong Secretary Shen Xiaoyan also to the media admits: "Room temperature yogurt now competition is fiercer than before." In the external perception, the frustration of Moslian is often expressed simply as a failure in the face of a more powerful opponent in the channel competition. "Pushing new products is simply adding a product to existing channels, which is tantamount to increasing the utilization of existing channels." "Similar expressions, constantly appear in the bright lonely and Yili, Mengniu strength of the interpretation."

But if from the channel, the light depends on the brush explosion has gradually narrowed the gap with the opponent in the channel, the strategic goal is also achieved. These are not really the key to Moslian's weakness.

Always on a lone Moslian.

Data show that 2015 China's normal temperature yogurt market in 2014 surged 135% on the basis of a year earlier growth of 70%. Still in the rapid expansion of the market space and Moslian is crumbling the first identity, it is clear that the contrast is strong.

In many market views, often outside the channel dilemma, the current situation of the Moslian is attributed to the weakness of market promotion, as well as the lack of determination in the light.

The former point of view like to "Angelababy endorsement of Yili Greek yogurt, Deng Chao endorsement New sour milk, even the original is Hebei local enterprises June Lapauw all please to Huang Xiaoming advocate Kai-Fei, but the first research and development at room temperature yogurt light Moslian No movement" as an example, And in light of advertising costs and marketing services from 2014 to 3.6 billion reduced to 2015 3.55 billion, although only slightly reduced, but with the opponent in the promotion of the investment gap is great, as its lack of market promotion data support.

The latter point of view like to use the special LUN Su as a counter-argument, in its early launch to the Mengniu brand as a reliance, and in the market after acceptance, then the packaging and advertising to Mengniu, forming an independent brand image. And Moslian for many years, but still bright mark full.

But the view is still a Moslian, and too focused on marketing, not the product itself. The key is that Moslian, as an innovator and trial-and-error product, missed out on more innovation and trial-and-error opportunities in the window.

In the eyes of the industry, although the normal temperature yogurt is a new category, but for the economic strength, with research and development capabilities of large companies, does not constitute a technical threshold. This perception not only points to the internal problems of more competitors, but also to an innovative product.

Early 2016, Bright dairy industry has launched a Moslian 2 fruit 3 vegetables, plant vitality light, clever grams of efforts and other new products. This distance Moslian 2008, 2012 promotion Time Point, another 4 years.

The subtext is that in this 4-year period, Moslian has been a brand, a product of the way the market expansion.

When Moslian is in the position of a blank market and a leader, it moves too slowly in the fast iterations. In 2015, Zhu Ai, president of Bright dairy industry, also admitted that "the product line is relatively single, unable to play the combined fist, then further enrich the product lines." ”

And behind this, the key points of Moslian's defeat are surfaced. That is, in the market edge of innovation Breakthrough Moslian, can use the window period, with more new products to pull the gap between the opponent, so that in a short time can only follow a single product, but can not really leveling the gap.

One is that a wide range of room temperature yogurt can form a new technical threshold, thus enlarging the window duration. Such a window period extension, can effectively for the bright layout of the national channels to allow more time, with product diversification to fill the gaps in the channel.

The second is that diversified tastes can speed up trial and error and market segmentation. Company aims Yangzhou's normal temperature yogurt market is not its ultimate limit. In this market, we can fully follow the yogurt market has formed the degree of refinement, further achieve the vertical expansion of the category. In the Moslian operation, 2016 years before the pressure and market segmentation, it is clear that the window will be too short, not conducive to the resulting product trial and error.

Third, the creation of new Moslian under the brand can really go to light. On the issue of light, the industry view is too concentrated on the external means of packaging and marketing, while ignoring the existence of the Moslian as the explosion, itself should be through more trial and error innovation, to find new market gaps in the need. And once the vertical category under its Moslian brand can be recognized by the market, that is expected to form a new round of Moslian, and a number of product lines, which can make the Moslian become a brand, not a single product, but also naturally to the light.

Zhang Shule: zsl13973399819 book has "pathfinder-Internet + times Industry Transformation Revolution", a piece of drilling into the seam of the search for entrepreneurial vitality books.

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Book Music said: "The collapse of money, who is to dig a hole for Moslian?"