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百立乐:定位高端 构建全方位市场

2014-07-24 09:19 出处:pcbaby 作者:佚名 责任编辑:甄俊俊

  在本届CBME现场,百立乐奶粉备受关注,其采用了“36小时鲜奶直制”工艺,在富含高品质结构油脂OPO的常规三代奶粉基础上,还特别添加了活性益生菌BB—12。PCbaby前方记者有幸采访到了百立乐销售总监胡总,来听听他的分享吧。

百立乐:开拓高端市场 3大渠道齐发展

  PCbaby:Customersalwayshave different requirements for the products. what is the tnd developing plans for different consumers?(不同的消费群体对产品的需求也是多样的。请问,贵品牌的产品主要针对哪些消费人群呢?是否会对不同消费人群进行明显不同的市场投入和发展规划呢?)

  百立乐As the topremium brand of hochdorf group, Natrapure is produced all in Switzeland, from raw milking to packing. So our target consumer is the high-end ones.

  After launching into Chinese market, we have entered more than two hundred high-level super-markets such as OLE, BHG, JUSCO, Shenzhen Park Shop/Taste and Shenzhen rainbow store, hundreds of large distributors and more than ten thousand sales networks. Currently, we are speeding up the distribution of pharmacy channel also.

  (百立乐作为瑞士赫尔达夫集团高端自有品牌,从奶源采集到生产加工全部在瑞士本土进行,原厂原装原罐进口,主要针对婴幼儿配方奶粉市场上的高端消费者。自进入中国市场以来,我们已经进驻了华润OLE、BHG(北京华联精品超市)、JUSCO(吉之岛)、深圳百佳/Taste、深圳天虹等两百余家高端卖场,还有全国百大经销商,近万家销售网点,目前正在加快布局全国药店渠道,要构建全方位的市场网络。)

  PCbaby:In your opinion, what is the most effective and direct way for building a successful reputation in the mother baby industry?(请问您觉得母婴产品建立信誉,最有效最直接的方式是什么呢?能否解释下理由呢?)

  百立乐:Product quality is the most core item for any brand expecting to build good reputation in the hearts of consumers. After the serious suffering of infant formula market in 2008, negative news of some brands are usually published which affects consumers’confidence heavily. Therefore, product quality is what consumers cares most and are most sensitive to.

  Natrapure baby formula is produced by Hochdorf. Hochdorf has more than 100 years baby food manufacturing history, also the first to pass the Global food safety plan and BRC audit. Expect for the quality control by Hochdorf, Natrapure baby formula is also tested by Swiss govt. and third party lab and Chinese govt., the product quality is perfect and our customers are we have confidence.

  (任何品牌想要在消费者心中长期建立良好的声誉,产品品质永远是最核心的要素。尤其是中国婴幼儿配方奶粉市场自从2008年遭到重创以来,市场上还会经常曝出一些品牌的负面新闻,已经严重影响到了消费者的信心,所以消费者对产品品质永远是最关心、最敏感的。百立乐婴幼儿配方奶粉由瑞士百年乳企赫尔达夫原厂生产,是率先通过“全球食品安全计划”和BRC审核各项指标的企业,被誉为“婴幼儿食品行业专家”,除了公司内部从源头进行质量把控,奶粉出厂前要接受数十道检测,还要接受瑞士国内的层层检验,严格遵守欧洲的食品安全标准,并且通过中国的检验检疫之后才会投放市场,所以我们产品的品质是经过层层考验的,已经在消费者心中建立起了良好的信誉。)

百立乐:开拓高端市场 3大渠道齐发展

  PCbaby:How do you think for the present mother baby industry in China? And what is your expectation for it?(请问您是如何看待目前母婴用品行业的发展现状?您对这一行业的发展有哪些预期呢?)

  百立乐:Chinese infant formula market has gone through high development and also shockperiods. Nowadays,themarket has entered arelativelystable developing stage. Especially the series policiespublishedby China government recently definately eliminate some substandard enterprises, making the market develop in order and resulting in optimumcompetition, which is beneficial to the enterprises wishing to have a long development in China. The China consuming market ishuge,and especially the second child policy isopenedgradually, which also stimulate the market confidence. The future of infant formula industry is bright, and the development space is enormous.

  (中国婴幼儿配方奶粉市场经历过高速发展阶段,也经历过震荡期,目前可以说已经进入了一个稳定有序的发展阶段,尤其是中国政府近期出台的一系列政策,必定将一些不达标的企业淘汰清理出去,使市场规范有序发展,良性竞争,这对我们这些期望长期在中国发展的企业是有益的。中国消费市场太庞大了,尤其是单独二胎政策逐步放开以后,对市场信心也是一个刺激,婴幼儿配方奶粉行业的未来是光明的,是有巨大发展空间的。)

  PCbaby:Can you share thecharacteristicof the new product in the exhibition?What does the change and renewal of the new product?How is the new function of it?(能否详细分享下参展新品的特点,如推出的新产品做了哪些变化,产品功能如何?)

  百立乐:Natrapurebaby formula is using the best formulation and best manufacturing process worldwide. For example, it takes only 36 hours from collecting raw milk tospray drying, which make the milkmorefresh and nutritious.Also we are usinghigh-quality OPO,andadded active probiotic BB-12 under the condition of“low moisture 2%”,”low oxygen 1%”and“low temperature”, and is therepresentative of thethird generation of infant formula, providing higher quality choice for Chinese babies.

  (百立乐奶粉采用全球最先进的配方和生产工艺,例如,采用“36小时鲜奶直制”工艺,从鲜奶采集到生产加工仅需36小时,确保奶粉新鲜营养,产品在富含高品质结构油脂OPO的常规三代奶粉基础上,采用“低水2%”、“低氧1%”、“低温”工艺特别添加活性益生菌BB—12,是真正意义上的三代奶粉,为中国宝宝提供更高品质的选择。)

  PCbaby:As far as we know, Hochdorf has passed the strictest regulation of baby industry from“Certification and Accreditation Administration of the People’s Republic of China, so do your company have some new developing strategies or plans for Chinesemarketing?(据了解贵厂已经通过了“史上最严奶粉条例”的《乳品在华注册名单》,贵厂今后在中国的发展有什么新的策略和计划吗?)

  百立乐:Yes, I’m glad that Hochdorf Group has past the Chinese strictest infant formula regulation in history and been on the list of infant formula manufacturers getting registered in China, and it also reflecting our overall strength. Since entering China, natrapure has made excellent performance and gotten stable increasecontinually, and the China new policy also provides wider developing space for natrapure. Therefore, Hochdorf decide tointegratethe business of natrapure in China. In May 2014, hochdorf held shareholders conference, and decided to add 450 thousands of shares to finance about 400million RMB forachievingthe rapid development of hochdorf, which providing strong finacial support for integrating the Chinabusinessof natrapure. Natrapure is sure to have a totally new developingopportunityin China.

  (是的,很高兴我们赫尔达夫集团在瑞士的工厂树立通过了中国“史上最严奶粉条例”的《乳品在华注册名单》,当然这也是我们集团整体实力的体现。百立乐自进驻中国以来,市场表现优秀并持续稳步增长,中国的新政也为百立乐的发展提供了更广阔的发展空间,因此,集团决定整合百立乐在大中华区的业务。2014年5月,赫尔达夫集团召开股东会议,审议通过增发股票45万股,融资约4亿人民币,用于集团实现飞跃性的增长,此举为集团整合百立乐大中华区业务提供了坚实的经济后盾,百立乐品牌在中国必将迎来一个全新的发展机遇。)