adopt a cow: reconstructing brand operations in channel transformation
2024-09-24
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in the current economic environment, the dairy industry is facing unprecedented challenges, but the cutting-edge dairy company adopt a cow has found a new growth point in channel transformation with its innovative brand operation strategy. recently, wang kaibao, head of new retail operations at adopt a cow, shared the company's experience in brand operation reconstruction at the 6th china fast moving consumer goods conference.
faced with the dual pressures of excess raw milk in the upstream dairy market and insufficient consumer demand in the downstream, adopt a cow actively embraces change and reconstructs the way of brand operation. adopt a cow has insight into the trend of channel fragmentation, actively deploys emerging channels such as o2o, membership stores, and mass-market snack stores, and strengthens cooperation with leading platforms. for example, it cooperated with pupu supermarket to carry out ranch traceability live broadcast activities, and co-created a2β-casein organic pure milk with hema, both of which have achieved good results.
in terms of online channels, it not only consolidates the advantages of online direct sales, but also accurately reaches young consumer groups through interest e-commerce platforms such as douyin and xiaohongshu, as well as new retail channels such as hema and 711. in particular, the a2 type tonton milk launched this year quickly became popular among sophisticated young consumer groups such as mothers and white-collar workers by accurately understanding the multi-scenario needs of consumers, with sales exceeding 1.1 million bottles in the first month of listing.
in addition to channel innovation, adopt a cow also focuses on in-depth interaction with consumers. adopt a cow launched the "urban ranch plan" to "move" the ranch directly into the city, allowing consumers to experience the milk production process firsthand, thus strengthening the emotional connection between the brand and consumers. in addition, adopt a cow also continuously improves user experience and meets their real demands by inviting consumers to visit the ranch and participate in product tasting.
the steady development of adopt a cow is inseparable from its layout of the entire industry chain and its high attention to user value. adopt a cow has 9 world-class large ranches, more than 80,000 dairy cows, and 2 world-class modern factories, forming a complete industry chain of ranch + factory + warehouse. on the product side, adopt a cow covers multiple product lines such as pure milk, yogurt, milk powder, ice cream, beef cattle, etc. to meet the needs of different consumer groups.
