It's not only Mrs. Huang who has a special preference for Sanyuan milk among the residents of Beijing. According to Zhang Baoyue, a Sanyuan milk promoter, after the melamine incident, Sanyuan was not only unaffected, but its sales volume continued to grow. "You can tell from the quantity of goods we purchase, Sanyuan ranks first in dairy product sales in the supermarket!" said Zhang Baoyue proudly to the reporter.
The dairy processing industry is a complete industrial chain, and no link can afford to make mistakes. Sanyuan itself has a complete dairy product industrial chain and systematic product quality control. After withstanding the severe test of the dairy industry crisis, Sanyuan has proven its superior quality to consumers with facts, gaining full trust from consumers. According to Wang Dan, the market manager of Sanyuan Food Company, as consumers become more rational, their consumption awareness becomes more mature, and their ability to discern improves, they have put forward higher requirements for product quality and safety. Sanyuan milk has won the favor of consumers with its excellent quality, and its sales situation has shown a stable growth trend. The 2009 sales increased by nearly 70% compared to 2008.
Zhang Baoyue told the reporter, "Apart from ensuring the quality and safety of Sanyuan milk, its biggest brand characteristic lies in its freshness and purity." In the Beijing market, Sanyuan leveraged the advantage of being a local enterprise to strengthen fresh milk sales.
"Sanyuan has its own fixed milk source. All the fresh milk sold in Beijing comes from local milk companies, avoiding long-distance transportation issues, thus ensuring the freshness of the milk," said Zhang Baoyue.
In addition to the quality that consumers can trust and distinct brand characteristics, scientific and reasonable sales strategies and promotional means are also key factors in achieving steady growth in Sanyuan's sales.
"I only knew about the Sanyuan brand after coming to Beijing for school. Sanyuan's promotional efforts in Beijing are very strong. I just saw its advertisement inside the Line 5 subway. I think a company that can invest in such large-scale advertising should be trustworthy, so I chose Sanyuan milk," said Luo Ruijie, a third-year student at Beijing Institute of Technology.
While fully ensuring the quality of milk and adopting appropriate promotional activities, Sanyuan also adheres to differentiated marketing, continuously launching new products to meet the needs of different levels and age groups of consumer groups.
Zhang Baoyue pointed to the milk on the shelf and introduced to the reporter: "In terms of price, we have a relatively high-end 'Ultimate' brand, with a net content of 950 milliliters, currently priced at 19.9 yuan. We also have ordinary products around 1.5 yuan that suit the consumption of common people. In terms of packaging, there is the box-shaped milk favored by high-income groups, as well as affordable bagged milk."
In the yogurt category, Sanyuan Company offers many varieties. Wang Baoyue said that a four-pack of Fu Ling yogurt, each box weighing 150 grams, is currently priced at 7.9 yuan. Additionally, Sanyuan has launched various fruit pulp yogurts such as grapefruit pulp, blackcurrant pulp, and jujube pulp. Especially the probiotic-rich Yijun Duo yogurt is very popular among children. The wide variety of products fully satisfies the needs of different consumer groups.
Zhang Baoyue told the reporter that the sales situation of milk varies greatly depending on the location of the supermarket. Since New World Department Store is located in a bustling urban area, many high-income customers focus more on brands and quality when choosing milk, and are not too sensitive to price. Especially due to the increase in residents' income levels, "the higher-end the milk, the better it sells!" Wang Dan told the reporter that from the overall sales situation of Sanyuan Company, the sales of high-end milk have grown rapidly. As of now, the sales of high-end milk represented by 'Ultimate' have increased by 30% year-on-year.