"618" increased by 196%against the trend!What is the place where this star is?

The annual "618 e -commerce shopping festival" came again.

Recently, cheese new records have announced their latest record. This year's "618", Miao Fei achieved 196%of the rebellion growth, which surprised the industry.

From the establishment of Miaofei Food in 2019, and by the cheese stick, the cheese segment has quickly cut in. In just a few years, Miaofei has grown into one of the leading brands of the cheese industry.

The outside world cares about what happened to this later star?

To break through with differentiated products, seek new market increases

As a dairy segment, the children's cheese market has grown rapidly in the past two years.

The "2020-2026 Chinese cheese industry market demand prospects and competition strategy research report" released by Zhiyan Consulting shows that in 2019, my country's retail cheese terminal market size is about 6.55 billion yuan, and the compound growth rate of 2010-2019 will reach 22%. It is expected In 2024, the market size of the end will reach 11.2 billion yuan, and the average compound growth rate of the average annual compound annual in 2020-2024 will reach 12%.

It should not be ignored that while the industry is developing rapidly, the problem of homogeneity of products is further prominent. How to break the problem of cheese homogeneity has become a problem that companies must think about, and innovation and differentiated development have also become a top priority.

After the 90s, the new generation of Baoma is becoming the main force of the infant market. They value children's health most. Excessive sugar intake will increase the risk of children's dental caries and obesity, and even lead to myopia. In children's diet intake, less sugar Become the most concerned point.

After insight into this consumption trend, at the beginning of this year, Miao Fei took the lead in proposing a new proposition of "0 sucrose, healthier" dairy consumption, and simultaneously listed the new generation of products -Miaofei 0 sucrose cheese stick. 0 sucrose cheese stick.

Miaofei 0 sucrose cheese rod refuses to synthesize manually. It uses red mossol and natural ingredients extracted from Luo Han Guo as a sucrose instead of sucrose, which truly adds 0 sucrose to reduce the incidence of calorie intake and dental caries. On the basis of 0 sucrose, Miaofei increased the cheese content of this product to 55%, and calcium sodium was also compared with a golden ratio of 3: 1, while adding dietary fiber to promote nutrition absorption.

When other brands of cheese rods focus on "health nutrition" and "high calcium content", Miao Fei chose "0 sucrose" to form differentiated competition. Essence

In addition, it is worth mentioning that on November 22, 2021, the National Standard Cheese of Food Safety (GB 5420-2021) began to be implemented. Based on this background, Miaofei Group's brand Mavericks has an appointment to innovate the launch of primary cheese sticks, which has improved the quality of raw materials, nutritional ingredients, formulas and other aspects.

Mavericks have a scheduled cheese rod ingredients. The first place is raw milk, and the content of milk and dairy products is as high as 92%, and no drop of water is added. The Mavericks have a scheduled cheese rod to achieve 4.7: 1 ultra -platinum calcium sodium ratio, lower sodium content. At the same time of intake of calcium, less sodium can be taken. The body's metabolic burden helps children grow up healthy.

As a new honorary product developed by Miaofei Group, the Mavericks have more concerned about R & D standards and food quality. It is one of the first batch of new cheese stick products that meet the new national standards, which has reached a higher technical level in the industry. Industry insiders said that Mavericks' launch of primitive cheese may set off a new wave of high -quality cheese.

It can be said that Miaofei Foods follow the market development trend and innovate production and research, rich line layout, and promote the concept of healthy and promote the change and innovation of children's cheese sticks. While further meeting the health and nutritional needs of Chinese children, it also meets the general trend of Chinese dairy consumption upgrade.

Explore the new marketing play and detonate the mainstream consumer crowd

Jiu Xiang is also afraid of deep alleys. If the brand wants to go out, it is not enough to rely on the product alone. It also needs to rely on the communication strategy to continue to output the brand concept in order to firmly grasp the consumer's heart.

In 2021, Miaofei comprehensively promoted brand innovation and upgrading, diverse layouts, multi -bloom, and launched a series of marketing actions.

At the end of June 2021, Miao Fei successfully held a brand renovation meeting in Beijing, announced that it would reach strategic cooperation with Focus Media to advertise hundreds of millions of advertisements, covering Beijing, Shanghai, Guangzhou, Shenzhen and other nearly 100 cities in nearly 310 million mainstream consumption in the country. The crowd, nearly one million electronic screens are launched simultaneously.

With the help of the semi -monopoly volume advantages of the building community, Miao Fei can quickly increase the influence of the mainstream consumer circle, enhance consumers' awareness and trust in the brand, and form a mental pre -sale.

Jiang Nanchun, the founder of Focus Media, is very optimistic about Miaofei Development. He believes that the 0 sugar -sucrose cheese stick launched by Miao Fei has important inspiration in the development of children's healthy food.

In addition, Miaofei officially announced the famous actress Liu Tao as a brand spokesperson. Her beautiful and healthy, positive image is highly consistent with the brand philosophy of "0 sucrose is healthier".

As a star mother, Liu Tao's selection criteria for children's food are very strict, and Miao Fei's rigorous attitude and efforts to the product quality and scientific research and development have moved Liu Tao.

The joining of celebrity mothers attracts a large number of mainstream consumer groups, strengthens consumers' perception of the brand, and realizes the rapid improvement of brand influence.

Actively practice social responsibility, Miaofei cheese leads

In the current business world, the competition between high -standard enterprises has not only stayed at the level of the product. It is more about the brand influence and the direct wrestling of the brand culture behind the brand. Since the beginning of this year, a new round of epidemic has been repeated in many places, and the nutritional supplies at this time are even more important.

At this critical moment, Miao Fei launched an emergency response mechanism and quickly contacted the Suqian Charity Federation for material donations. This time, 20,000 boxes of love dairy products and epidemic prevention materials were donated to help and control the epidemic.

These nutritional supply supplies were transported to the front line of resistance as soon as possible to ensure the nutritional supply of front -line workers.

▲ Miaofei Group donated 5.2 million yuan of anti -epidemic supplies to the Suqian Economic and Technological Development Zone.

Xiaoxi converges into a river and the river gathers into the sea. Zhang Zhigang, deputy general manager of Miaofei Group's production, said: "We want to use this action to drive everyone around the surrounding people to participate, while achieving the victory of the rapid battle. It is very, very large, so we want to do something that can be done in the local area through this form. "

As a leading company in the cheese industry, Miao Fei does not forget to work as an example and actively practice social responsibility, which fully demonstrates Miao Fei's corporate height and brand pattern.

The "food" and competition upgrades of the great powers. Miaofei Food, which has been established for three years, has embarked on a new path for the development of the Chinese cheese industry. At the same time, Miao Fei does not forget to feed the society and actively practice social responsibility, which reflects the responsibility of a big brand. In this way, Miaofei cheese with both products and brand temperature is worthy of industry recognition.

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