Research On The Project Positioning And Implementing Of Internet Products Of A Infant Milk Powder Company

In recent years, with the gradual implementation of two-child policy, the arrival of the fourth baby boom after China was founded, and the changes of child rearing modes and child rearing concepts brought about by economic development and social reform, the annual sales volume of infant formula market increases rapidly at the rate of 15％and infant formula industry is faced with unprecedented development opportunities. From the aspect of industrial competition, the inherent big brand products in infant formula market occupy a market share of 80%, and the market occupancy of various big brands is relatively uniform. After competition among each other for multiple years, the traditional offline channels are fully developed; new entrants of the industry have a relatively small market space and they have to tackle the cruel and fierce competition. Faced with opportunities and challenges of infant formula industry, this paper analyzes the internet milk powder product project designed and implemented by the new entrant company A, hoping to find an operable and referable development path for the new entrants of infant formula industry.This paper illustrates the situations of infant formula industry and maternal & infant e-commerce industry, and analyzes causes for the difficulties faced by company A that is the new entrant of infant formula industry from the perspectives of finance and operation. Moreover, the formation logic for solutions of company A to carry out internet product project is discussed. As for the main logic, company A develops internet channels via differentiation thought by combining with its own situations and conducts customized development for infant milk powder products exclusively belonging to e-commerce channels by aiming at internet marketing characteristics. Meanwhile, this paper analyzes the macro-environment, product attribute positioning, rival commodity positioning, and channel positioning of internet milk powder product project by applying PEST and product positioning method respectively. In addition, the specific implementation scheme of internet milk powder project is studied from four aspects covering product and order, price, place and promotion of the project according to 4p theory. Besides, the feasibility and operability of the scheme during implementation is explained from the angle of finance and marketing.According to the results, internet channels can effectively reduce the channel cost for new entrants of infant formula industry and narrow the gap with big brands of infant formula industry. Therefore, it can help new entrants expand and maintain the channels, and master ultimate consumers. Secondly, internet channels will provide conditions for new entrants to implement differential schemes and acquire market shares. Finally, owing to the distinctiveness of internet channels, products should be combined with internet characteristics. New entrants of infant formula industry need to conduct adaptability analysis and transformation for milk powder products. Meanwhile, the early-stage investment in internet channels is huge and the cash inflow is relatively small, so new entrants should fully evaluate the business risks and fund losses they can bear.