"Mengniu is changing." As the new president of COFCO Air China, Mengyi Meng, Sun Yiping used this sentence to summarize the current status of Mengniu. Yesterday, Mengniu released a brand new brand advertisement and product packaging, Sun Yiping said, this is the first time the Mengniu Group has established a large-scale image switch in 13 years.
In the context of the prevailing quality turmoil, the aim of Mengniu's attempt to regain a round of market image is obvious. However, in the eyes of the industry, changing the external image is only a temporary solution. Mengniu must regain the trust of the market and consumers, and internal management is the top priority.
It is understood that the first batch of new packaging replacement includes two categories of pure milk and basic functional milk. Since September 21st, Mengniu will gradually put new packaging milk at more than one million sales outlets nationwide. “The new image and new concept released by Mengniu are not just external visual changes, but Mengniu is returning and revisiting the corporate mission and core values,†said Sun Yiping.
However, reviewing the many quality crises that occurred in Mengniu in recent years, and trying to regain consumer confidence, it is not so simple as changing an external packaging. Recently, Mengniu’s sales manager in Yiwu changed the production date of the product and attracted attention; in addition, events such as “Ultra Carcinogens Exceeding Milk†and “Ice-cream Black Workshop†caused Mengniu to be criticized again and again for safety. Affected by this, Mengniu's first-half profit fell by 18.4%.
In this regard, expert from the China Dairy Industry Association expert committee, Chen Yu, said in an interview with reporters that in the dairy industry, with negative news, sluggish gross profit margins, and decelerating growth, Mengniu chose this time to change its packaging and just wanted to seek A new breakthrough. Affected by the rising costs, this year's advertising investment is very prudent, and Mengniu is changing packaging for a promotional purpose. In the view of Chen Yu, the quality and safety issues that have recently emerged at a high frequency have indeed put Mengniu under great pressure. However, it is more important than the change of product image to do a good job of accumulating internal products.
“Before the management of Mengniu's wolves was not a formal management model, it has now become a diversified capital structure. It is moving in a positive direction,†said Song Liang, an analyst at the China Business Center for Circulation Productivity Promotion. Sun Yiping needs detailed reforms. , Strengthen management, and effectively integrate COFCO and Mengniu resources.
In the context of the prevailing quality turmoil, the aim of Mengniu's attempt to regain a round of market image is obvious. However, in the eyes of the industry, changing the external image is only a temporary solution. Mengniu must regain the trust of the market and consumers, and internal management is the top priority.
It is understood that the first batch of new packaging replacement includes two categories of pure milk and basic functional milk. Since September 21st, Mengniu will gradually put new packaging milk at more than one million sales outlets nationwide. “The new image and new concept released by Mengniu are not just external visual changes, but Mengniu is returning and revisiting the corporate mission and core values,†said Sun Yiping.
However, reviewing the many quality crises that occurred in Mengniu in recent years, and trying to regain consumer confidence, it is not so simple as changing an external packaging. Recently, Mengniu’s sales manager in Yiwu changed the production date of the product and attracted attention; in addition, events such as “Ultra Carcinogens Exceeding Milk†and “Ice-cream Black Workshop†caused Mengniu to be criticized again and again for safety. Affected by this, Mengniu's first-half profit fell by 18.4%.
In this regard, expert from the China Dairy Industry Association expert committee, Chen Yu, said in an interview with reporters that in the dairy industry, with negative news, sluggish gross profit margins, and decelerating growth, Mengniu chose this time to change its packaging and just wanted to seek A new breakthrough. Affected by the rising costs, this year's advertising investment is very prudent, and Mengniu is changing packaging for a promotional purpose. In the view of Chen Yu, the quality and safety issues that have recently emerged at a high frequency have indeed put Mengniu under great pressure. However, it is more important than the change of product image to do a good job of accumulating internal products.
“Before the management of Mengniu's wolves was not a formal management model, it has now become a diversified capital structure. It is moving in a positive direction,†said Song Liang, an analyst at the China Business Center for Circulation Productivity Promotion. Sun Yiping needs detailed reforms. , Strengthen management, and effectively integrate COFCO and Mengniu resources.
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