[Direct Report Network Beijing January 22] (San 8 Women's Music) January 19, 2019 Shaanxi Nutrition Society Academic Annual Meeting was held in Xi'an. The 38th Women's Technology Group was invited to attend the conference. Yuan Xiaofeng, the chairman of the group, delivered a speech at the opening ceremony and was elected as the vice chairman of the fifth executive council of the Sixth Council of Shaanxi Nutrition Society on the opening night. In addition, in the academic discussion session, Chairman Yuan Xiaofeng also made a report entitled “The Development Opportunities of China's Maternal and Infant Nutritional Products”. The following is the original report:

 

Today, I will share with you the development opportunities of China's maternal and child nutrition products. Below I will give you a report from the following aspects.

 

political advantage

 

In July 2017, the State Council officially issued the “National Nutrition Plan (2017-2030)”, which requires comprehensive knowledge of nutrition, vigorously develops the food and nutrition health industry, and focuses on the development of health foods, nutrient fortified foods, and especially for the early 1000 days of life. Nutritional health action. In October, the party’s 19th National Congress report clearly stated that “people’s health is an important symbol of national prosperity and national prosperity” and made a series of arrangements for “implementing a healthy China strategy”. The Healthy China Strategy has two main lines, one of which It is a reform and sound health undertaking, and the second is to vigorously develop a healthy industry.

 

The "Special Plan" mentioned in the key tasks that it should focus on the development of three types of products, including major innovative drugs, high-end medical devices, and new health products. Healthy and nutritious foods have been included in the development of new health products, namely, the health and nutrition issues surrounding infants, pregnant women and the elderly, the clinical needs of medical nutrition for patients, and the protection needs of special environmental workers, focusing on anti-aging products. Research and development of dietary supplements, nutritional fortified foods, functional foods, and foods for special medical uses.

 

Maternal and child health, especially the healthy growth of infants and young children, is related to the future of a nation, especially after the liberalization of the second child policy, and the fertility policy that will be fully liberalized, leaving a huge room for development in the infant nutrition market.

 

market Overview

 

In recent years, with the dual-child policy and consumption upgrade, the market has maintained a high growth rate of around 15%. It is expected that the overall size of the maternal and child market will reach 3 trillion in 2020, including the market size of nutritional products. As of 2015, it has reached 100 billion, so 2019 is a new opportunity for the development of the maternal and child nutrition industry.

 

The main source of maternal and child nutrition products is infant formula. In recent years, with the gradual advancement of the most stringent milk powder policy in history, at present, with the disclosure of the formula registration list, more than 400 infant formula products have been approved by the State Food and Drug Administration. Nowadays, with the continuation of infant registration, the situation of accelerated shuffling in the milk powder market has become more apparent and faces new changes.

 

The new policy of milk powder is a good thing to regulate the milk powder market. However, the series of changes it is accompanied by can not be ignored. After the New Deal, the milk powder market was reshuffled and the profit margin fell. According to industry statistics, there are nearly 2,000 formulas for 103 infant formula milk powder manufacturers in China, and some companies even have more than 180 formulas. After the official implementation of the milk powder registration system on January 1, 2018, all OEM, fake processing and fake foreign brands will be cleared out of the market. The number of brands will be reduced from 2000 formulas to more than 500, and more than 70% of the milk powder brands. Be eliminated. In the short term, China's milk powder will have a price increase effect of “supply in short supply”.

 

Of course, the maternal and child stores are also biased towards the attributes of women and infants because of the 0-3 year old baby and pregnant mother group they face. For example, children's probiotics, fish oil, dietary fiber, cod liver oil (vitamin AD), vitamin D drops, children's calcium iron zinc and pregnant mother nutrition are the most appropriate choices.

 

With regard to the maternal and child nutrition products market, we can also provide industry authority reference for the product layout and trend of experts in the 2018 Tmall double eleven maternal and child main categories and trend categories. Here is the weather vane and the latest trend.

 

We know that the main category of maternal and child is the most important sub-divisions in the whole maternal and child market, including children's trousers, children's sneakers, splicing blocks, breast pumps, diapers, baby wipes and infant formula. .

 

There is no doubt that the maternal and child market is expanding, and the infant formula industry is the first to benefit. The main item in the list of the eleventh is the infant milk powder. In recent years, although the goat milk powder market is hot, milk powder still occupies a commanding height. This year's double eleven milk powder market share accounts for the largest proportion in the entire maternal and child industry, with retail sales accounting for 29.3%. In addition, by summarizing the data for the past year, we found that in the milk powder market, the consumption upgrading trend is remarkable, and the high-end, organic milk powder is growing very rapidly, and the current milk powder sales are showing a high-end development trend.

 

In addition, with the gradual saturation of the adult clothing market, children's wear has become a huge economic increase that has attracted much attention, and is hailed as the last blue ocean of the apparel industry. Educational toys such as “building blocks” increased by 45.9% year-on-year; the demand for convenient feeding increased, and the potential of breast pumping was huge. Electric breast pump has become a good assistant for mother breast milk. The sales of diaper wipes steadily increased year by year, and the strength of high-quality products broke out. In this year's double eleven, the diaper wipes market accounted for 26%, second only to milk powder.

 

Statistics on trend-based commodities (the so-called trend category, which means that the market is growing fast and in the midst of the outbreak), found that after this year's double eleventh, the trend categories on Tmall include children's vitamins, children's lotions and Breastfeeding underwear, maternal DHA, organic food supplements, special formula milk powder, etc.

 

Among them, the DHA nutrition-related products and infant food supplements during pregnancy and lactation have only reached 3.5 billion yuan in 2008, and reached 9.86 billion yuan in 2014, with an average annual growth rate of 20%.

 

Special formula refers to infant formula that has a special formula. With the continuous improvement of the reproductive age of women in modern society, the proportion of caesarean section and premature infants is also increasing, which further catalyzes the market demand for specially formulated infant formula.

 

Problems and Countermeasures

 

1, the brand is not high

 

The number of domestic maternal and child nutrition brands is at least 2,000, of which more than 80% are OEM. The main consumer groups in the maternal and child field are between 24-35 years old. This group of young consumers after 85 and 90 pays great attention to the influence of brand and product reputation, and at the same time has a high dependence on maternal and child vertical media.

 

“Products are the soul of a brand, and the special sensitivity of mother-infant consumers is high, which determines that they have higher requirements for quality.” Future maternal and child nutrition development will also be like New Deal milk powder, a batch of products to avoid quality disorder. Like, branding chaos, making quality control more and more strict. In addition, the current mother group basically controls the dominance of family consumption, and will not only be willing to invest in children, but also willing to invest in themselves and other family members, which makes it a good place for maternal and child nutrition and even adult nutrition. The consumption scene, "mother economy" has also become a slogan.

 

2. The technology is not enough

 

At present, the maternal and infant nutrition market includes basic nutrition, functional nutrition, natural organic nutrition, new dosage forms, etc., among which algae oil DHA, organic protein powder and whey protein powder are the key products, and the market demand is very strong. . Develop new functional materials. In recent years, scientists from Europe, the United States, and Japan have turned their targets to resource-rich countries such as China, India, and South America to find new materials from traditional herbs. There are also problems with the dosage form. The nutritional drops have good mouthfeel, can help digestion, and have a fast absorption rate, which is most suitable for infants and young children. However, due to the solubility problem of some vitamins, the product has a defect. There are also insufficiently targeted problems. According to different conditions, infants and even different regions, perinatal mothers with different living habits, health status and physiological activity levels can provide exclusive personalized nutrition and health solutions. .

 

3. Professional education is not enough

 

Different seasons in different regions of China and different national customs can cause differences in dietary structure of lactating mothers, leading to insufficient and uneven protein, dietary fiber and trace elements. Maternal lack of nursed back to health, breast pain, hair loss, weight will not be easy to recover, dizziness, headache increased by 30.5%, the incidence of constipation is as high as 22%, palpitations increased by 22.7%, stomach discomfort increased by 16.5%; various pain About 30% increase. At the same time, it is also prone to fatigue, which may cause fat accumulation and obesity due to inappropriate supplementation of nutrients.

 

For example, in traditional Chinese methods of postpartum diet structure, there are several problems: protein intake is too high. Dietary fiber intake is too small, vitamin and mineral intake can not reach the required level of the body. Insufficient or absent intake of these ubiquitous nutrients may lead to some related physiological and psychological diseases, such as: accumulation of fat, decreased immunity, weak body, mental paralysis, etc., and normal recovery of the maternal body. Extremely disadvantageous. Moreover, in order to restore a good body after childbirth, most women will choose to control their diet to lose weight after childbirth. The result will not only restore the body itself, but also affect the lactation of the mother, thus affecting the fetus. development. In addition, for women who have undergone abortion, the recovery of the wound needs to supplement reasonable and sufficient energy and nutrition, promote the accumulation of energy and immunity in the body, accelerate the healing of the wound, and thus achieve nutrition. Balanced and reasonable. Therefore, how to enable the mother to get the body recovered in the normal diet and the normal nutrient intake of the baby, does not lead to fat accumulation, to meet the reasonable recovery after childbirth, to maintain the body shape, to prevent mental illness is currently a problem to be solved.

 

Since the media era, various companies have created “Net Red Mother and Baby Nutrition Brand”, through accurate content output, product word-of-mouth farming, professional product evaluation, vertical media placement, multi-dimensional strengthening of consumer mind, in the young mother circle Create a good product reputation. But I don't think this is enough. Especially for women outside the big cities, professional education and face-to-face lectures can better educate them. For many years, we have taken root and cooperated with local family planning and women's federations. More than 60,000 lectures have been held, benefiting more than 30 million listeners.

 

4. Regulation education and supervision

 

With the development and maturity of production enterprises, product sales and consumption no longer rely solely on advertising to attract consumers, but should spread the knowledge and concept of pregnancy and baby health, so that consumers can choose the right nutrition through their own approval. product. Exaggerated propaganda will only lead to a crisis of trust in the entire industry and a dead end.

 

Government regulation and the management of the industry itself are more standardized. A series of important regulatory documents such as the Food Safety Law, the Law of the People's Republic of China on Maternal and Infant Health Care, the Regulations on the Registration of Health Foods, and the General Principles of Special Medical Formulas have been promulgated successively. The Chinese government has gradually increased the supervision of the health food industry; At the same time, with the development of the industry itself, the internalization of the enterprise is also standardized, which will promote the more standardizedization of the entire industry.

 

Company Overview

 

Sanba Women's Group is a company specializing in R&D, production and sales of women's medicines, health products, disinfection products, personal hygiene products and medical devices. After 27 years of development, the company has already established our market advantage in women's health related products. Paying attention to women's health and creating women's value is the initial focus of our business and the driving force for our development.

 

Since its establishment, the company has always attached great importance to technology investment. In September 2017, we established a joint research institute for biomedical products in cooperation with Xi'an Jiaotong University, focusing on the prevention and treatment of female aging and metabolic diseases.

 

On July 14, 2018, Sanba Women's Group and Xi'an Engineering University signed an agreement. The two sides established the first health apparel engineering center in the country, focusing on the "pregnancy maternal and child health apparel project."

 

In December, we signed a strategic cooperation agreement with the Food Science and Nutrition Academy of Shaanxi Normal University. We will continue to focus on the research and development of innovative women's nutritional health products with “new functions, new raw materials and new technologies”, and actively deploy “precise nutrition”. A series of R&D activities, from a single product supplier to a comprehensive product solution provider in the health field, to create greater health value for women.

 

In addition, the company is also a post-doctoral innovation base unit and a provincial-level enterprise technology center.

 

We have also launched products for pregnant infants, such as multi-dimensional mineral tablets, male Tianli multi-dimensional tablets, calcium magnesium tablets, calcium plus D tablets, zinc gluconate chewable tablets, iron plus folic acid tablets, multi-dimensional chewable tablets (children ), multi-dimensional nutrition tablets (pregnant women) and so on.

 

The future has come! Maternal and child nutrition has become a new huge growth opportunity, how to grasp, it is worth everyone to think and work hard.

 

thank you all!