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    從孕婦奶粉到兒童奶粉,細分市場的機會究竟有多大?

    行行 2019-06-11 09:47 Tags: 閱讀數: 評論:0

    導讀:奶粉生意正在變難!2019年開始,配方注冊制的審批速度加快,奶粉市場前景看上去一片光明。然而對于各大乳企而言,行業競爭壓力依然不小。新出生人口總量下降對奶粉行業的影響已經開始逐漸體現,也有業內人士預測,出生率還會持續下降;同時促進母乳喂養,母乳喂養比例增加也在影響奶粉銷售。在這樣的背景下,向來增長迅速的奶粉行業面臨著存量市場的挑戰,各乳企紛紛加快對新的細分市場品類的擴張力度,以期通過錯位競爭尋求突圍機會。

    值得注意的是,當前奶嬰配粉市場嚴重飽和,乳企的突圍機會主要放在三方面:其一是消費升級下,產品走向高端化,高端產品占據了很大的市場份額,且增速最快,比如羊奶粉、有機奶粉和特配粉;其二是洞察消費者對功能性產品的需求;而這兩者的入市目前都需要通過奶粉配方注冊制的嚴格審核,無疑都是在增加企業的研發成本。而其三是深化消費者年齡層次,擴大產品線,細化產品,比如孕產婦、中老年和兒童,同時這些細分領域產品都不受配方注冊制度的影響,引起企業越來越多的關注。其中,近兩年孕產婦奶粉和兒童奶粉成為各大乳企之間新的競爭藍海,但這市場有多大?能分得幾杯羹?是不是值得進?這些都值得乳企思考。”

    孕產婦奶粉成為企業“標配”,規模卻只有10億?

    從消費端來看,在優生優育精神的影響下,孕育下一代成為每個家庭的頭等大事。隨著90后新生代媽媽的不斷增多,母嬰人群的認知水平及消費水平大幅提升,她們愿意為“對自己好點”的生活態度付費。據母嬰研究院數據顯示,2018年孕產婦奶粉x銷售額總計約到2.6億,同比增長速度也很快,高達31.22%。

    從生產端看,隨著孕產營養市場的逐漸爆發,乳企都在以“品類擴充”去迎合市場消費者需求搶占增量市場,目前看來已有多家乳企入局,如伊利、蒙牛、恒天然、雀巢、菲仕蘭、合生元、惠氏、飛鶴等,以惠氏為例,惠氏一直以來都是以營養品發力,很早就是做全品類,但近兩年開始加碼孕婦市場,推出不同定位的孕婦奶粉品牌,深挖媽媽經濟的消費需求;再如健合集團布局孕媽奶粉、收購Swisse保健品等一直在加碼大健康市場;其次恒天然孕婦奶粉品牌安滿、美贊臣孕婦奶粉品牌安嬰媽媽A+、雅培的金裝媽媽喜康素……

    從銷售端來看,隨著移動互聯網的發展,顧客對網絡的敏感性增強,母嬰店客流量降低,經營更加困難,會員爭奪已逐漸從嬰幼兒延伸到孕婦群體,即從“源頭上”想辦法,通過對孕媽的服務、消費意識的培育、會員的管理手段實現生產后持續在門店消費。而一旦孕婦群體被競爭門店奪取,就像前幾年的醫務搶占第一口奶一樣,失去會員開發的先機,這其中有一項就是孕婦奶粉及孕婦營養品的銷售。

    其實據業內人士預估,目前中國的孕產婦奶粉市場規模并不大,估計在10億元左右。雖然無論是對于生產方還是銷售方,孕產婦營養補充產品都是一個值得挖掘的消費切口,既是前端教育的利器,也能成為尋求新增長的“試金石”。

    但目前孕婦奶粉是可選品而不是必需品,不僅食用次數低,而且復購率低,在銷售額層面提升很難,目前孕婦奶粉的銷售情況并不好,甚至部分經銷商甚至將孕婦奶粉作為“搭頭”贈送給門店輔助銷售。

    需要注意的是,雖然眾多乳企都推出了孕婦奶粉品牌,但卻都不是主推品類,比起嬰幼兒配方奶粉而言,重視程度要弱得多。截至目前,包括多家企業,并沒有成立專門的團隊在運營,并且在種類層面來說,也只有一兩款產品面向孕婦奶粉市場。

    兒童配方奶粉成藍海,機會比孕婦奶粉更大?

    從市場現狀來看,嬰幼兒配方奶粉的競爭加劇,新客爭奪前移,孕產婦奶粉不僅是品牌拓寬品類的重要舉措,更承擔著為嬰幼兒配方奶粉做一個前置的市場培育和引流作用。如果說孕產婦奶粉是一個“前端產品”,可以為嬰幼兒配方奶粉培育潛在消費者的話,那么兒童配方奶粉則是“延續產品”,可以為企業留住龐大的消費群體。但是與孕婦奶粉相比,兒童奶粉市場規模究竟有多大?

    從市場現狀來看,2018年一二段奶粉占比出現一定縮減,主要針對三歲以上兒童的四段奶粉還保持著10%以上的占比,可見,兒童奶粉的發展潛力還是很大的,有行業人士預測,兒童奶粉總體市場規模100億左右。但目前兒童奶粉市場還處于發展初期,大部分配方簡單,營養成分相對嬰幼兒配方奶粉有所減少。

    從生產端來看,如今國內外乳企紛紛推出兒童配方奶粉,如2019年北歐奶粉品牌Mille Food推出麥蔻樂享兒童配方奶粉;2017年澳優就推出首款兒童羊奶粉佳貝艾特“睛瀅”;君樂寶推出小小魯班;圣元也推出一款兒童配方奶粉育博睛賦……

    但有專家認為,其實目前兒童奶粉市場的體量大概有10億到20億,體量還比較小,并且市場品類比較單一。從當前比較受歡迎的兒童奶粉來看,發展比較不錯的主要還是功能型的,主要針對于特殊兒童,比如說長期存在缺鐵,缺鈣、營養不良的兒童等等。如麥蔻樂享兒童奶粉是針對全球兒童視力問題;澳優睛瀅兒童羊奶粉主打能有效抵御藍光危害,降低干眼癥、近視等眼部疾病發生的概率;,圣元育博睛賦兒童配方奶粉有利于保護眼睛和幫助大腦智力發育……

    細分領域絕不是輕易可進的市場

    雖然絕大多數乳企為尋求增量市場,不斷進攻高端市場和家庭經濟,想要通過擴大產品線去提升企業業績,或者是提升消費者品牌認知,擴大市場影響力,但是這些細分領域絕不是那么容易進。

    其一是從行業現狀上看,無論是孕產婦奶粉還是兒童奶粉,目前的市場規模都還較小,每個玩家可分得“蛋糕”小之又小;

    其二是新的產品前期需要大量的研發和宣傳成本,對于規模較小的企業而言,還需要考慮是否值得投入或已經做好前期虧損的準備;

    其三,雖然孕婦奶粉和兒童奶粉不受奶粉配方注冊制影響,但產品品質依舊是搶占消費者心智的先決條件,不可為一些蠅頭小利去影響品牌口碑;

    其四,對于乳企而言,嬰配粉仍是企業競爭的核心產品,開發孕婦和兒童奶粉,在經費、人才、研發力量等方面就要適當傾斜,而如何才能合理分配才是企業不得不考慮的問題。

    總而言之,搶占細分市場雖是企業戰略之一,但想要進入甚至吃透并不容易,絕非一朝一夕,想要成功還需要潛心研發,合理配置資源,才有機會突破困境。

    文章來源:奶粉關注

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