There are many fresh milk products in supermarkets, many of which are "net celebrity" milk.
Guangjing Observation
While various "net celebrities" milk has attacked online and offline, they have also received a lot of doubts about the model and price.
The "net celebrity" brand Jane Eyre declared that "the milk that took more than 300 days and killed 5 product managers is finally here", but there are voices in the industry that it does not have unique advantages in terms of milk source, craftsmanship, and nutritional indicators, but the price is low. Not close to the people, the price of fresh milk is significantly higher than the A2 protein and organic high-end products of top brands such as Yili; the Zhejiang Regulatory Bureau of the China Securities Regulatory Commission recently disclosed that the adoption of a cow holding group Co., Ltd. signed a listing counseling agreement with CITIC Securities at the end of September , Proposed to be listed on the A-share market.
According to the plan, the listing counseling time for "Adopt a Cow" is expected to be from September this year to April next year.
Some voices in the capital market believe that "adoption" is essentially a "membership" marketing upgrade game. It has completed multiple rounds of financing within only seven years of its establishment and whether it is too fast to seek listing.
Text, picture/Guangzhou Daily full media reporter Tu Duanyu and Zhao Fangyuan
"Internet celebrity" milk unit price exceeds 10 yuan, the spread is wide
The reporter visited many offline convenience stores in Guangzhou and saw that there were a variety of milk products in the cold storage area. In addition to the categories that are well known to consumers, such as Guangming, Xiangmanlou, and Yantang, a public network appeared. Red brands, such as "Stuff a Cow", "Yue Fresh Milk", "Daily Fresh" and so on.
The reporter noticed that almost all of these “net celebrity” fresh milk uses beautifully packaged transparent plastic bottles. The product specifications of the same brand are diverse, ranging from 200ml to 500ml.
Moreover, the price is high and the discounts are not small. A 200ml bottle of "net celebrity" milk is almost all priced above 10 yuan, but most brands have adopted a buy-and-gift promotion strategy-"plus more than 1 yuan." Activities such as "1 piece" or "buy 2 pieces are more favorable" can be seen everywhere.
Take the "Cow on a cow" from Ningxia as an example. Its 225ml product is priced at 10.5 yuan per bottle. The "plus 1 yuan plus 1 piece" discount is being launched on the same day; Yue fresh milk 450ml from Shijiazhuang, Hebei The price is 16.5 yuan/bottle, and the discount is 22 yuan for 2 pieces; but in fact, the horizontal comparison shows that the local “old brand” is still the most affordable-the 236ml Xiangmanlou milk sold in the store is only 8 yuan; The price of 210ml Yantang milk is only 8 yuan, and at the same time it also launched two discounts at 12 yuan.
Why are "net celebrities" milk products with various specifications and large price differences?
In this regard, an industry insider believes that "net celebrity" milk launches products of different specifications or to meet the needs of different levels of consumer groups, such as singles, families of three, etc., and if the price of fresh milk exhibits greater price fluctuations , The key point is likely to be the shelf life-the shelf life of fresh milk is generally about 10 days. If consumers are not hot after seeing the promotion, but calm down, it is not difficult to find that the special price, especially the "floor price" promotion of fresh milk, is basically It is not the fresh milk produced on the same day, and it may even be the product near the expiration date.
Internet celebrity milk named a variety of "a cow", dazzling consumers.
High price does not mean high nutrition "net celebrity" milk marketing costs accounted for the bulk
Ms. Wu, a citizen shopping for fresh milk in the supermarket, told reporters that there were not many types of fresh milk to choose from in the past. She generally looked for local brands such as Fengxing, Xiangmanlou, and Yantang, and believed that “old-brand” milk should be safe to drink.
"Recently, there are many new brands that I don’t know. It seems that the unit price is not low. When doing activities, the discounts are very strong. The children at home feel that the outer packaging is novel and noisy to drink, but carefully compare the nutritional composition table, and the feeling is normal. Fresh milk is almost the same, I don't understand why the price difference is so big?" Ms. Wu expressed confusion.
The reporter compared the "protein and fat content per 100ml" as the measurement standard, and found that the protein and fat content of a piece of Xiangman Lou Juanshan fresh milk were 3.8g and 4.5g respectively, while Yuexianhuo was only 3.6g and 3.9g. g, "Stuffed a cow" is 4.0g, 3.5g, daily fresh milk is 3.6g, 4.2g.
Some industry observers said: As the most important nutrients in milk-protein and fat, the content of some "net celebrity" milk on the market is not necessarily higher than that of ordinary "old brands", but the price is significantly higher than those of these brands. cut.
"Very good quality milk is indeed more expensive, but if it is not expensive, it must be more nutritious." He told reporters that the price of milk is only part of the pricing of milk products, and the price system also includes packaging materials, transportation, equipment, and Many expenses such as labor, marketing, etc., for the "net celebrity" milk that is overwhelmingly advertised in the elevator, a large part of the marketing expenses will be reflected in the retail price.
"Internet celebrity" dairy companies seeking to go public, "adoption model" accused of membership upgrade
In recent years, relying on in-depth cooperation with social e-commerce and other channels, cutting-edge milk brands such as "Adopt a Cow" and "Screw a Cow" have quickly occupied major online markets. Among them, "Adopt a Cow" has started the listing process.
According to Tianyan Check, "Adopt a Cow" was established in July 2014.
Since 2017, the angel round, equity financing, and A round of financing have been completed respectively. Investors include Wu Xiaobo Channel, Xianfeng Fruit, Dehong Capital, KKR, Guanghe Investment, etc.
After only seven years of establishment, it completed multiple rounds of financing and sought to go public. The “Adopt a Cow” IPO has attracted market attention and also attracted some controversies.
It is reported that it has successfully made the concept of "adopt cows" popular through fancy marketing such as live broadcasts and short videos.
The three "adoption models" it launched include cloud adoption, which is an online development game; joint adoption, where users can enjoy door-to-door delivery and parenting guide services by purchasing a co-branded card; real-name adoption, users can use the exclusive farm Pre-order milk a year in advance, top members can even name the cows, and get pictures and growth data of the cows.
However, some people in the industry believe that "adoption" marketing is actually an upgrade of "membership" marketing. From the perspective of large-scale production, individuals entrust a ranch to "adopt a cow" and obtain milk from this cow to make products. This method is not necessarily easy in practice.
The selling point of "net celebrity" milk is questioned:
Most dairy companies can do it
Jane Eyre, a yogurt brand entering the fresh milk market, emphasizes that its "naked fresh milk" uses 100% high-quality raw milk, has a "natural and unadjusted milk flavor", and insists on 111 items per day that comply with EU milk source testing.
The key indicators of milk source exceed the European Union's testing standards, with protein ≥3.6g/100g, somatic cells ≤250,000/mL, and total number of colonies ≤10,000 CFU/mL.
In addition, Jane Eyre's fresh milk also compared with the national standard of raw milk, indicating that it is higher than the national standard.
In this regard, some people in the industry said that the "natural and unadjusted milk flavor" claimed by Jane Eyre Milk is actually a basic feature that all qualified pasteurized milk products have; and in terms of milk source indicators, Jane Eyre Milk There is no leading position in milk. "Most domestic milk companies can do it." It is not new in the industry that milk source indicators are higher than the national standard.
In 2020, the Ministry of Agriculture and Rural Affairs monitored more than 1,000 batches of fresh milk samples and found that the average milk protein content was 3.27g/100g, the average total number of colonies was 146,000 CFU/mL, and the average number of somatic cells was 275,300. /mL, are better than the national standard limit.
At present, the milk market such as Yili, Mengniu and other head milk companies "the strong are always strong." Regional milk companies such as Fengxing and Yantang are also steady and have their own milk source, distribution and channel advantages.
According to the dairy industry expert Song Liang, the dairy product market, including pasteurized milk, competes for long-term competitiveness, that is, milk source cost, market response efficiency, brand influence and coverage. The situation of new entrant brands is relatively not optimistic. .
"Follow-up these brands are likely to follow up with sales promotion, resulting in an embarrassing situation where high-end products are not high-end." Qi said.