Market Overview
In recent years, the infant milk powder market has continued to expand, and Bellamy\’s milk powder also occupies a certain share of this market. But sales of Bellamy\’s milk powder are relatively low compared to other brands. According to the survey, Bellamy’s milk powder sales are mainly due to the following aspects.
The taste does not meet consumer needs
Bellamy\’s milk powder is an organic infant milk powder. Its taste is mainly based on natural ingredients and may be lighter than other brands of milk powder. For those who are used to a particularly sweet, rich taste, the taste of Bellamy\’s milk powder may not be too popular for them. Therefore, many people are resistant to this.
The price is higher
Bellamy\’s milk powder is made from organic ingredients, so the production cost is relatively higher, which in turn results in a slightly higher selling price than other brands. In the same organic situation, other brands have more promotions or product combinations, which reduces consumers\’ willingness to buy Bellamy\’s milk powder.
Offline channels are relatively limited
At present, Bellamy\’s milk powder sales channels are concentrated in some large maternal and infant stores. Compared with other brands, Bellamy\’s milk powder offline channels are relatively limited, making it difficult to further expand market share. In addition, the promotion of Bellamy\’s milk powder is relatively low, and many consumers do not understand its product performance and are unwilling to try it.
Insufficient brand awareness
Some consumers pay more attention to brand awareness when purchasing milk powder. Bellamy\’s milk powder has been on the market for a shorter time than other brands, and its brand awareness is not as good as that of some similar products. When making consumption choices, consumers who have not heard of Bellamy’s milk powder brand will be more inclined to buy other brands.
Summary
Bellamy\’s milk powder sells at a relatively high price due to production costs. The lack of competitiveness among similar products, channel limitations and brand awareness defects all have a certain impact. For Bellamy\’s milk powder, it may be necessary to adopt more promotional strategies to expand its offline channels while bringing new brand concepts to consumers.
