New Zealand's largest milk powder brand can Rui Kang low-key via electric power channels into China

Target: NET sale milk powder Share 20%

Nestle, the United States and the U.S. to increase the price of 5%-12%, Wyeth, Abbott with Kai Fu and the elite to join the super high-end trench, Danone family members can Rican (K aricare) exerting force in China nuggets. But Rui Kang is the world's best milk source in the New Zealand market occupancy rate of up to 72% of the brand. This time into China, choose to low-key power channels to enter, 1 products online price of 210 yuan.

Brother Brand more than the United States in the Chinese market share of 14%, can not be outdone. Danone Infant Nutrition Co., Ltd. general manager Bruno Chevot, said the exclusive interview with the south, can Rui Kang this year is expected to expand 3,000 maternal and child shops, the main channel of electricity is planned in the current 6% share of the basis of three times times to reach the Chinese network sales of milk powder 20% of the proportion.

Last year's sales in China exceed 30%

"Pricing is a difficult thing to do. Brunochevot to reporters that most companies believe that profitability is the most important, but the principle is that prices should be comparable to value-added, so it will cut down on those less important and can not add value to the consumer costs. "Our mission is to bring New Zealand's preferred brand to Chinese consumers, to reassure more parents, investment is focused on helping to improve consumer buying and use experiences, such as pre-sales and after-sale service for network and telephone channels, exclusive service for loyal users, and gift-giving, and abandoning the mass advertising campaign of the General FMCG Company, That's not our business model. ”

It is in this context, can be Rui Kang last August quietly into the domestic Taobao mall, excellent 1 baby and Beijing-east and other network channels, the original pot of imported products, the price of only 210 yuan, and neither a temporary increase in the plan, nor to intervene in more than 300 yuan super high-end field of thought, In the rising prices of infant and young formula appears to be quite eye-catching.

The reporter learned that, as Danone infant nutrition brand, can be in New Zealand market share of up to 72%, so although there is no large advertising offensive, but because of the difference with foreign countries, sales are still hot. "Official channel sales have grown by as much as 80% per cent since the IPO, with sales exceeding 30% per cent last year. "In Brunochevot's view, it is gratifying to see that this has been achieved in just a few months."

20% share of Chinese net selling milk powder

"This year's new initiative is to open up maternal and child shop outside the electrical business channel, last month has entered Guangzhou, Dongguan, Shanghai, Hangzhou, Suzhou and other 9 cities nearly 200 stores, the year is expected to expand to 3,000." "Bruno Chevot reporters said that the electricity quotient and maternal and child shop channels are expected to reach China's infant milk powder market 40%-50% of the share, so this year has selected a 15-year history, more than 120 subsidiaries of China's first supply chain listed companies Shenzhen Yi Oana as a southern distributor, the development of maternal and child shop

"From the electric business channel, Guangdong, Shanghai, Zhejiang and other coastal cities are the most prosperous, and maternal and child shops will be concentrated in Guangdong, Fujian, Guangxi Three provinces, mainly in Guangdong has been settled, including cherish treasure, innocence, mother preferred and Babe. "B Runochevot stressed that, can Rui Kang because of fame outside, officially entered China before there are some parallel imports exist," and informal channels of imports of products, from New Zealand direct products not only guarantee quality, and provide perfect pre-sales after-sales service. ”

Danone's 2011 earnings show that its baby nutrition division's global sales of 3.673 billion euros grew 10.7% per cent, according to Brunoc Hevot, which saw sales growth of 45% in Australia and New Zealand last year. And in China now has more than 40 billion size, is expected to reach 70 billion 2015 market, the goal is to reach the Chinese network sales of milk powder 20% of the market share, is currently 6% share more than three times times.

Link

Danone Infant Milk Powder Corps (A C Nielsen September 2011)

Karicare has a 72% per cent share of the market in New Zealand.

Nutrilon has a 74% market share in the Netherlands and 34% market share in Belgium.

Aptamil has a 35% market share in the UK, 20% market share in France, 60% market share in Switzerland, and 26% market share in Germany.

Cow&gate has 33% market share in the UK

Dumex (Multi-American) China market leading brand, the city accounted for more than 14%