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    瘋狂拿獎背后,什么才是奶粉品牌崛起的最佳捷徑?

    行行 2019-06-12 10:02 Tags: 閱讀數: 評論:0

    導讀:近兩年,在嚴格的政府監管及激烈的市場競爭下,國產奶粉無論是在制作工藝上還是產品質量上都取得了大幅度的提升,同時也獲得了突飛猛進的發展,尼爾森發布的《2018年中國嬰幼兒配方奶粉市場環境洞察》報告顯示,2018年國產奶粉市場份額達到43.7%,銷售額增速為21.1%。雖然國產奶粉的品質提升有目共睹,但信任的重建無疑是一場長跑,品牌力成為企業產品整體質量的背書。其中,“獎項”背書成為國產奶粉提升品牌影響力的方式之一。

    擁擠的“獲獎”之路

    近兩年,國產奶粉品牌真可謂是“拿獎拿到手軟”,從中國食品發展大會到世界食品品質評鑒大會,中國奶粉品牌幾乎完成了統治性的表現,幾乎人人都是獎項獲得者。

    例如2018年的中國食品發展大會,伊利、娃哈哈、蒙牛集團、君樂寶、光明乳業等中國乳企都獲得了七星獎、金箸獎等;同時在剛剛結束的世界食品品質評鑒大會上,據不完全統計,飛鶴星飛帆,圣元優博瑞慕、圣元優博剖蓓舒、圣元優強、雅士利菁珀、瑞哺恩、朵拉小羊、宜品益臻、宜品蓓康僖、貝特佳、可諾貝爾、南山、愛優諾(羊、有機)、安格奇諾、美廬臻鉑、育博英兒高(兒童)等16家國產奶粉品牌都獲得了獎項。

    尤其是世界食品品質評鑒大會,以前參加的國內企業雖然不少,如蒙牛、現代牧業、飛鶴、圣元等,也取得了不錯的獎項,但今年大會幾乎被中國品牌撐到爆炸,雖然會讓人有點意外,但卻可以理解,可以從兩方面解釋:

    其一是充分凸顯了國產奶粉奮起猛追的決心,也代表著中國的奶粉產業品質和技術上取得了長足的進步;

    其二是世界食品品質評鑒大會金獎有著全球食品“諾貝爾獎”之稱,及中國食品發展大會的“金箸獎”、“七星獎”有著中國食品行業“奧斯卡”之稱,有這樣的獎項背書,在一定程度上代表了國產奶粉在質量、品牌、技術上得到了官方認證,能夠更有說服力地影響消費者的品牌認知,進一步提高品牌影響力。

    高產品品質及洞察消費者才是競爭關鍵所在

    無法否認的是,2019年的奶粉市場競爭是一場惡戰,任何一家奶粉企業的生存都不易。“獎項”對企業及品牌來說,是品質的背書,但對消費者而言,更多的認為這是奶粉企業的營銷手段。在激烈的競爭之下,一個企業想要提高品牌影響力,想要更長遠地發展,在渠道布局完善的情況下,需要做到的最重要的無非就是兩方面:一是提高產品品質;二是洞察消費者,與消費者實時溝通。

    毋庸置疑的是,一個產品、一個品牌要得到市場、消費者認可,要靠實實在在的品質。“三聚氰胺”成為中國父母心中的痛,也是所有負責任的奶粉企業內心的痛。改變人心,需要時間,需要腳踏實地的行動。安全是底線,現階段最核心的問題是更高層次的發展,在近期發布的《國產嬰幼兒配方乳粉提升行動方案》中就指出國產奶粉的未來發展方向:一是品質提升;二是產業升級;三是品牌培育。而其中,就產品層面來說,《方案》要求,未來中國乳企加快提升國產嬰幼兒配方乳粉產品科技含量,持續強化產品質量保障,推進企業轉型升級,全面提升國產嬰幼兒配方乳粉的市場競爭力。可見,產品力是奶粉企業發展最核心的基礎,只有全面提升國產奶粉的產品品質,才可能改變消費者的印象,加強消費者對國產奶粉的信任。

    從消費者角度來說,新生代父母對各種營銷手段保持理性,并不會盲從,有很強的自我判斷和分析能力,反而更傾向于產品的使用體驗,所以獎項的價值未必有想象中那么大,對于奶粉品牌來說而言,在保障產品質量的情況下,傳遞品牌溫度尤為重要。

    總而言之,未來的國產奶粉品牌并不需要靠“獎項”取勝,而是要立足本土優勢,了解本土消費者需求,還要進行差異化創新,打造完整產業鏈,提高企業競爭力,從而實現企業把好的產品提供給消費者,與消費者互動溝通,贏得市場、消費者認可,才能走得更遠!

    文章來源:奶粉關注

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