New Trend Of Infant Powder Market: Can Customized Milk Powder Solve The Profit Problem Of Mother And Infant Channels?

In the infant powder mixing market, the mother infant channel, as a key sales link, has played a pivotal role for a long time. However, with the intensification of market competition and the diversification of consumer demand, the mother baby channel is facing severe profit challenges. In order to cope with this dilemma, many milk powder brands have launched customized milk powder, trying to embrace the channel, seize the main position of the channel and improve the channel profits through this innovative model. However, whether customized milk powder can really become a good medicine to solve the dilemma of mother infant channel still needs further observation.

In recent years, customized milk powder has set off a trend in the milk powder market, with many big brands and channels participating. These brands hope to meet the specific needs of mother and baby channels through customized milk powder, so as to enhance the competitiveness and profitability of channels. However, from the current market situation, the differentiation advantage of customized milk powder is not obvious, and the price is prone to instability. This has weakened the market attraction of customized milk powder to some extent, and may even make it a burden for brands.

Customized milk powder is mainly divided into two categories: subdivided milk source version and subdivided specification version. The former is mainly customized around the popular A2 milk source, organic milk source, etc., and distinguished from the same series of products in terms of milk source; The latter is to make different specifications, or to customize the specifications+milk source. However, these customization methods often stay on the surface, and there are few milk powders that are truly customized from the formula. As a result, there is little difference in formula between customized milk powder and the same series of milk powder, which makes it difficult to form a clear competitive advantage.

In addition, the price of customized milk powder is generally high, which also weakens its market appeal to a certain extent. Because the production cost and marketing cost of customized milk powder are relatively high, brands often price it on the same series of milk powder. However, in today's increasingly rational consumer, price is not a single factor determining purchase decisions. If the customized milk powder cannot form obvious advantages in formula and quality, the high price may become a stumbling block for its sales.

Faced with these problems, the brand needs to pay attention to the current practical problems faced by customized milk powder and provide appropriate solutions. On the one hand, the brand needs to strengthen the research, development and innovation of customized milk powder, and form obvious differentiation advantages from the aspects of formula and quality. On the other hand, the brand needs to reasonably control the price of customized milk powder to avoid high prices becoming an obstacle to its sales. At the same time, the brand also needs to strengthen communication and cooperation with channels, and jointly explore the customized milk powder model suitable for the market to achieve a win-win situation.