2 thoughts on “The reason for the success of Telun Su's innovation”
Diane
Inner Mongolia Mengniu Dairy was established in early 1999. It is headquartered in Helinle County. It has a total assets of more than 8 billion yuan and a dairy product production capacity of 5 million tons. The product has won the honorary titles such as "China Famous Trademark" and "Consumer Satisfaction" with its excellent quality. The products cover the domestic market and export them to the United States, Canada, Mongolia, Southeast Asia, Hong Kong and Macao and other countries and regions. However, China's dairy industry environment is still nervous. In order to change the dilemma of increasing profits and meet the needs of some high -income people, Mengniu took the lead in testing the high -end liquid milk market with Telun Suchi. The elegant and noble packaging appearance, the terminal sales of the entire box of the entire box are refreshing. It has an extraordinary effect in just two months after listing. Since then, Telun Su has taught all the way, winning the industry award, and when the price war has intensified in the dairy market, even the price up against the wind, the price increased by 10%. The listing of Telun Su has opened up a new field, and has achieved great success, which has made competitors' somewhat sake and imitation. To this end, we have made the following analysis with the successful cases of Telun Su.
. Market analysis
(1) Market status status
As people's living standards are increasing, the taste, taste, nutritional nutrition of food Value has higher requirements. For dairy products, consumers are most concerned about its nutritional value. Before the launch of Telun Su milk, there was no high -end milk for consumers to choose from. However, at that time, people's consumption psychology had changed. However, due to the slow development of milk processing products in ordinary milk markets and lack of diverse dairy products, it cannot meet the needs of consumers who pursue higher quality of life.
The price of dairy products at that time was too low at that time, and the cost that was difficult to reduce the profit at the same time caused meager profits. According to the data of the 2006 China Dairy Development Conference, there were nearly 1,500 dairy processing enterprises in my country at that time, of which about 30%were at the balance and loss point of profit and loss, and another 30%of the companies had losses, and the prospects were not optimistic. Too low profits lead to no better development prospects for dairy processing enterprises.
(2) Market prospects
For the consumer groups targeted at Toronsuya, the emergence of Telun Su is almost met with consumers' needs for high -end milk needs for high -end milk needs Essence The banner played by Telun Su is the gold medal production area, gold medal pastoral, gold cows, gold medal processing, gold medal honor and gold medal nutrition, creating a high -end self -image, attracting those who have higher requirements for quality of life, at the same time The representative of high -end milk represents a high -level and noble, which can meet the needs of high -end consumer groups, and it has also become one of the best products for people.
. Analysis of marketing environment
(1) The current status of the milk industry
The continuous development of the economy, the people's living standards are increasingly improved, the dietary structure of the family has generally improved, and the consumption of dairy products has increased significantly. Therefore, the production and sales of dairy products have also achieved good results, and liquid milk production has increased significantly, and the economic benefits of the entire industry have increased significantly.
(2) The micro environment of the milk industry
[Competitors]
Since the outbreak of the "melamine incident", consumers have produced domestic brands Trust crisis, instead of consumer foreign brand products, foreign brands have become powerful competitors for domestic liquid milk companies.
In the domestic liquid milk market, the front -line brands include Yili and Mengniu, which all use market strategies to design different products for different market segments. The competition is quite fierce.
. However, the Chinese liquid dairy product market is still led by national enterprises. Consumers in large and small cities are more inclined to pay attention to and choose large brands when purchasing dairy products. The pattern forms a structural subversion.
Telun Su always adheres to innovation, adopts high -quality milk sources of exclusive pastures, and adheres to the high -standard raw materials selection and production process in the industry
Inner Mongolia Mengniu Dairy was established in early 1999. It is headquartered in Helinle County. It has a total assets of more than 8 billion yuan and a dairy product production capacity of 5 million tons. The product has won the honorary titles such as "China Famous Trademark" and "Consumer Satisfaction" with its excellent quality. The products cover the domestic market and export them to the United States, Canada, Mongolia, Southeast Asia, Hong Kong and Macao and other countries and regions.
However, China's dairy industry environment is still nervous. In order to change the dilemma of increasing profits and meet the needs of some high -income people, Mengniu took the lead in testing the high -end liquid milk market with Telun Suchi. The elegant and noble packaging appearance, the terminal sales of the entire box of the entire box are refreshing. It has an extraordinary effect in just two months after listing. Since then, Telun Su has taught all the way, winning the industry award, and when the price war has intensified in the dairy market, even the price up against the wind, the price increased by 10%. The listing of Telun Su has opened up a new field, and has achieved great success, which has made competitors' somewhat sake and imitation. To this end, we have made the following analysis with the successful cases of Telun Su.
. Market analysis
(1) Market status status
As people's living standards are increasing, the taste, taste, nutritional nutrition of food Value has higher requirements. For dairy products, consumers are most concerned about its nutritional value. Before the launch of Telun Su milk, there was no high -end milk for consumers to choose from. However, at that time, people's consumption psychology had changed. However, due to the slow development of milk processing products in ordinary milk markets and lack of diverse dairy products, it cannot meet the needs of consumers who pursue higher quality of life.
The price of dairy products at that time was too low at that time, and the cost that was difficult to reduce the profit at the same time caused meager profits. According to the data of the 2006 China Dairy Development Conference, there were nearly 1,500 dairy processing enterprises in my country at that time, of which about 30%were at the balance and loss point of profit and loss, and another 30%of the companies had losses, and the prospects were not optimistic. Too low profits lead to no better development prospects for dairy processing enterprises.
(2) Market prospects
For the consumer groups targeted at Toronsuya, the emergence of Telun Su is almost met with consumers' needs for high -end milk needs for high -end milk needs Essence The banner played by Telun Su is the gold medal production area, gold medal pastoral, gold cows, gold medal processing, gold medal honor and gold medal nutrition, creating a high -end self -image, attracting those who have higher requirements for quality of life, at the same time The representative of high -end milk represents a high -level and noble, which can meet the needs of high -end consumer groups, and it has also become one of the best products for people.
. Analysis of marketing environment
(1) The current status of the milk industry
The continuous development of the economy, the people's living standards are increasingly improved, the dietary structure of the family has generally improved, and the consumption of dairy products has increased significantly. Therefore, the production and sales of dairy products have also achieved good results, and liquid milk production has increased significantly, and the economic benefits of the entire industry have increased significantly.
(2) The micro environment of the milk industry
[Competitors]
Since the outbreak of the "melamine incident", consumers have produced domestic brands Trust crisis, instead of consumer foreign brand products, foreign brands have become powerful competitors for domestic liquid milk companies.
In the domestic liquid milk market, the front -line brands include Yili and Mengniu, which all use market strategies to design different products for different market segments. The competition is quite fierce.
. However, the Chinese liquid dairy product market is still led by national enterprises. Consumers in large and small cities are more inclined to pay attention to and choose large brands when purchasing dairy products. The pattern forms a structural subversion.
Telun Su always adheres to innovation, adopts high -quality milk sources of exclusive pastures, and adheres to the high -standard raw materials selection and production process in the industry