An Industry's Reflection and Vision
As the new formula milk policy is further implemented, dairy companies' product lines are gradually becoming clearer and more defined, and a new round of reshuffling in the market and channels has officially begun. At this stage, choosing who to go to bed with and who to marry is actually up to the distributors.
Regarding the matter of "turning over the cards" (a metaphor for selection), the "emperor" must first understand the relationships among the concubines, and second, consider his own desires.
Since ancient times, there have been about four methods for selecting concubines, which later generations have favored. Besides the commonly used "turning over the cards," I will introduce three other methods to you, to be used in times of need, combined with new approaches for the new era, to play some new tricks. In the game, find the future "powder girl" (formula milk brand), open a new path, and embark on a new journey.
1 Three Methods for Selecting Products
Don't Follow Emperor Jingzong's Romantic Arrow; It's Too Promiscuous and Pleases Everyone
The romantic arrow method originated from Emperor Jingzong of Tang, Li Zhan. The operation was: the emperor held a "romantic arrow" (made with a bamboo bow and paper arrow, with dragon musk powder stored inside the paper), gathered all the palace beauties together for a game, blindfolded himself, and shot the arrow. Whoever was hit would be selected, feeling no pain but only fragrance.
This arrow is quite cheap, much like the emperor's usual "turning over the cards." Whether to keep or not, use or not, seems to depend on one's own capacity from the start. Your Majesty, what are your desires? Visiting a concubine comes at a cost; you must not force it, or you will lose more than you gain.
When selecting products, distributors should first sort out their product portfolio: is it complementary or conflicting? Second, consider existing core store terminals: is it duplication, overlap, or can new stores be developed? Third, assess the company's team: do we need new hires, or can the existing team handle it?
Don't fight blindly or hastily. You think the card in the middle is a beautiful concubine, but those are just appearances after smoothing relationships.
Emperor Xuanzong's Butterfly Selection: The Six Palaces' Beauties Lose Their Color
In the river of history, emperors were creative. Tang's romantic emperor Li Longji had a unique preference: he believed butterflies love flowers, and only the flower that butterflies like is the most beautiful concubine. He held banquets in the harem, had concubines wear fresh flowers in their hair, and released captured butterflies. Whichever concubine the butterfly landed on would be favored that night.
This can be a joke or a tale. As the saying goes, "Fragrant flowers attract butterflies." We don't know if this idiom comes from this story, but it does help in product selection. Many formula milk companies claim to be brands, but how many truly qualify?
Most are brands in name only, without substance. Those that claim to be brands can be ignored; they talk like they are noble concubines, but the butterflies hesitate to land.
First, look at the company's vision for future brand building; second, examine their investment and actions at the consumer level; third, consider their willingness to bear social responsibility.
Of course, if you are the butterfly flying among flowers, don't exhaust yourself in the flower garden.
Emperor Wu's Sheep Cart Visits the Deep Palace: Bamboo Branches Decide the Outcome
People in Jin Dynasty under Emperor Wu (Sima Yan) lived freely, and the royal family was no exception. Sima Yan had numerous palace maids, historically said to be over ten thousand. So he invented riding a sheep cart through the deep palace; wherever the cart stopped, he would stay. One clever concubine sprinkled salt water and placed green bamboo leaves on the road, so the sheep cart stopped at her door and wouldn't leave. This news soon spread, and soon all concubines' doors were adorned with bamboo branches.
It's easy to choose when one concubine has bamboo branches, and easy when two do. But when every concubine has bamboo branches, it becomes a test for the sheep: does it choose the largest leaf, the youngest leaf, the nearest leaf, or the farthest? With the sheep's (or animal's) instinct, it should choose the tastiest leaf.
Important things are said three times: quality, quality, and quality. If the sheep won't eat the bamboo leaves, how can you recommend them to other sheep? If distributors themselves feel a product is not excellent, how can you recommend it to your customers—those children who can only smile and cry, not speak?
2 Three Principles for Selecting Products
Having discussed the old games, let's talk about the modern rhythm. It might be a good move, or perhaps the onlooker sees clearly while the player is confused.
Have the Sincerity and Heart of a Wife Who Has Been with You for Years
For the future market and operations, dairy companies after the new policy are still uneven. First, understand the company's history and check for past market sales issues; those with a bad track record need careful consideration. Second, the circle seems large but is actually small; the operators of dairy companies determine the product's next position. Third, look at the company's consistent policies; those that change frequently won't amount to much.
Have the Status and Capital That Surpasses a Mistress
After the new policy, the status of "mistresses" (secondary brands) will be recognized. While dairy companies determine their mainstream brand products, consider which ones are seen as mistresses and whether they have the potential to become one. Will policies favor them? Will the market support them? Does the company dare to nurture them, and know how? Nurturing a product mistress is much harder than a real mistress. A mistress is meant to profit; distributors must see the truth clearly and not be fooled by illusions.
Have Quality Sweeter Than First Love and a Honeymoon
In the formula milk market, cooperation between many dairy companies and distributors is like cutting leeks: it starts beautifully, but after falling in love and marrying, it's not the same. Everyone knows the reasons; they've tried and paid, but in the end, the harvest isn't yours—the wife remarries, and you've made a wedding dress for someone else.
Markets and business have always been like this; history repeats itself strikingly. Different times, different stages, different considerations, and different choices!
[Author bio: From a 4A company background, dedicated to corporate brand research, focusing on industry PR, communication, media strategy and execution. Researcher for Sales and Marketing magazine. Currently serving as Central China Regional Director for an imported formula milk company.]
Source: Zhongtong Observation (ID: chinabaobbei)
The 3rd (CFIC) China FMCG + Internet Conference will be held in Chongqing in November 2017. The conference will closely focus on the theme "New Forces, New Ecology," inviting 1000+ distributors, 500+ brand owners, 200+ B2B platform founders, and 100+ investment and financing institutions to jointly explore a new chapter of cross-border integration!
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