Background: As a veteran in the FMCG industry, Chen Gengcheng has worked at Heiniu Food for eighteen years. From an ordinary salesperson to the current general manager of the marketing center, Chen has always maintained his keen insight into the industry and his passion for creating hit products. In recent years, "soy milk craze" has become a key term in the industry. Since 2017, Chen and his colleagues at Heiniu Food have been fully committed to the ready-to-drink soy milk market. After more than half a year of market operations, they have achieved significant results. Entering 2018, Heiniu's new bottled soy milk products are fully upgraded and are about to ignite the market once again. To this end, our reporter conducted an exclusive interview with Chen Gengcheng. ▲Chen Gengcheng, General Manager of Heiniu Food Marketing Center On the Industry: A Hundred-Billion Market Growing at Double Digits Annually Reporter: In recent years, soy milk, especially ready-to-drink soy milk, has attracted much attention. What market space do you think this category has? Chen Gengcheng: Nowadays, consumers increasingly advocate a healthy and natural lifestyle. As a traditional Chinese food, soy milk is a typical plant-based protein beverage, and its health attributes are widely recognized. Through standardized industrial production, soy milk products further ensure food safety. According to data, the current domestic ready-to-drink soy milk market is nearly 100 billion yuan, and it is growing at a double-digit rate annually, indicating enormous market space. Reporter: With many leading companies entering the field, what characteristics do you see in the current brand landscape of the ready-to-drink soy milk market? Chen Gengcheng: First, achieving a category of over a hundred billion requires the joint efforts of industry-scale enterprises. From a consumption perspective, brand capability and quality capability are the core abilities to win customers. In a fiercely competitive market environment, branded products will become more concentrated. We are confident and determined to build Heiniu into a benchmark brand in ready-to-drink soy milk. On New Products: Triple-removal Process to Meet Young People's Individual Needs Reporter: Compared with similar products on the market, what advantages do you think Heiniu's ready-to-drink soy milk has? Chen Gengcheng: For 22 years, Heiniu Food has insisted on developing and producing high-quality soy milk series products. In the minds of consumers, we have successfully established the recognition that "Heiniu brand = Heiniu soy milk," positioning ourselves as the "soy milk expert." Currently, most soy milk beverages on the market use traditional fresh-grinding processes. Heiniu soy milk, however, uses a soy milk powder reduction processing technology, which better preserves nutrition and a smooth taste. In addition, we use a triple-removal (dehulling, residue removal, and deodorization) fine processing technology to restore the original aroma and nutrition of soybeans, making the product more delicate, smoother, and richer in flavor, meeting consumers' pursuit of refined living and taste enjoyment. Our existing soy milk products come in a variety of packaging specifications. In addition to PET 350g bottled soy milk sold through all channels, we offer slim packaging suitable for family consumption, diamond packaging for festive gifts, 1.25L bottles for the catering channel, and a "light-heat" drink with no added sucrose. The products also focus on packaging design and material selection to meet the current young consumer group's pursuit of texture and individuality. Reporter: For the new bottled products that will soon meet consumers, what breakthroughs and upgrades do you think have been made? Chen Gengcheng: The PET bottled soy milk packaging has been designed by a top domestic design team. The bottle features non-GMO soybeans and a kingfisher from nature as the main visual elements, presenting a "spring-like" scene. The design adopts a "light" and "simple" fresh style, catering to the current young consumer group's pursuit of a natural lifestyle and the need to relieve stress. In terms of bottle shape, we have adopted a wide-mouth design based on consumers' drinking habits. The entire bottle design and packaging have obtained patent protection. This effectively enhances product recognition and fashion sense, achieving a new breakthrough in "appearance." Reporter: What efforts and preparations has the company made to create this high-appearance ready-to-drink soy milk new product? Chen Gengcheng: Before the launch of Heiniu PET bottled soy milk, we conducted multiple surveys and taste tests on product packaging design, taste, and quality among target consumers and distributors, and enhanced the actual product experience during the research. We are pleased that the PET bottled soy milk has received high recognition and unanimous praise from consumers and distributor friends. On Layout: Fully Prepared to Create Model Markets and Stores Reporter: In terms of channel layout, what targeted measures has Heiniu taken for ready-to-drink soy milk? Chen Gengcheng: The Heiniu brick-pack soy milk series launched in the second half of 2017 sold well in most provinces across the country. This year, the launch of PET bottled soy milk further enriches Heiniu's soy milk product line: PET 350g bottled soy milk will focus on single-bottle sales, mainly through convenience stores, school supermarkets, supermarkets, and vending machines; PET 1.25L bottles will be promoted mainly in the catering channel and for family consumption, fully developing the catering market. Reporter: What stage is the new bottled ready-to-drink product currently at? What market operation strategy will be adopted in the future? Chen Gengcheng: As of now, Heiniu PET bottled soy milk has undergone multiple trial productions, and product quality is stable. The product will be fully launched on March 20 this year. Seven production factories nationwide are now fully prepared to ensure efficient production and sales alignment. For us, product trends represent future trends. After the new soy milk is launched, we will use Heiniu's stable and efficient sales team for market expansion and distribution, combined with actual market conditions for regional and channel operations. South China, East China, North China, and Northeast China will be our focus areas. We firmly believe that Heiniu's brand power and product power, combined with reasonable channel profits and effective channels, will accelerate market distribution. This year, we will create model markets and model stores, provide multi-dimensional sales policy support, and drive terminal promotions. On Goals: Three Effectivenesses, 'Small Goal' of 200% Growth Reporter: What sales targets has Heiniu set for ready-to-drink soy milk in 2018? Chen Gengcheng: Since the launch of Heiniu ready-to-drink soy milk, sales regions and channels have continued to expand, and the number of high-quality distributors has multiplied. 2018 will be a stage of strong breakthroughs, with a planned sales target of over 200% growth. As a strategic product for the company, we will continue to increase investment in promotion. Craftsmanship produces good products. In the future, we will form a business community with distributor partners and strive to build the next century-old brand. Reporter: To quickly promote the product nationwide, what franchise policies has Heiniu Food introduced? Chen Gengcheng: For the promotion and sales of Heiniu products, we implement the "Three Effectivenesses" policy, namely effective sales channels, effective product combinations, and effective sales assistance execution, to minimize distributors' operational risks and increase effective sales volume. After the launch of Heiniu ready-to-drink soy milk, the company will provide comprehensive promotional support in terms of channel promotions, tasting activities, distribution/display rewards, promotional materials/model stores, WeChat red packet scanning rewards, online media advertising, and after-sales service. Here, I sincerely invite all new and old distributor partners to join this "big health" cause, achieve mutual benefit and win-win results, work together to create a new future, and grasp the new opportunities! Advertisement Franchise Hotline 020-87575136 (Long press the QR code to add WeChat for more franchise policies) -END-