1. Changes in the market environment
In recent years, infant milk powder brands have continued to compete in China\’s dairy market, among which Sanlu is a well-known brand. However, just after 2008, Sanlu was exposed because of the problem of adding melamine, which caused infant milk powder poisoning incidents across the country, causing countless children to be harmed, and Sanlu needed to change.
1. Sanlu’s market position declined
Due to the \”melamine\” incident in 2008, Sanlu Processing Co., Ltd.\’s public image has declined significantly. The market response has been very intense. Many consumers have lost confidence in Sanlu during this incident, and a large number of users have lost confidence in Sanlu after this incident. I have changed my buying habits and rarely choose Sanlu products anymore.
2. Junlebao’s advantages in the market
At the same time, Junlebao is relatively competitive in the market. It is favored by many users for its excellent quality and good brand reputation. According to surveys, Junlebao accounts for more than half of the market sales.
3. Junlebao has first-class channel advantages
Behind Junlebao\’s excellence in sales channels is the weakening of Sanlu. Sanlu announced in 2018 that it would stop operating all direct stores and dealer stores, which means that Sanlu has almost completely pushed itself out of the retail market, which provides Junlebao with a great opportunity to fully tap The potential of the infant milk powder market creates better brand value.
2. Changes within the enterprise
Sanlu experienced the \”melamine\” incident in 2008, which was a special challenge. It not only changed the pattern of Sanlu and China\’s dairy industry, but also affected the entire food safety issue in China. This has a great impact on the People\’s Republic of China and its enterprises. It has had a great impact, so it is very necessary to improve internal management. Only in this way can Sanlu successfully transform into Junlebao.
1. Strengthen quality control management
Rather than saying that Junlebao is the new name of Sanlu Company, it can actually be regarded as a brand new brand launched by Sanlu Company. As a new brand, Junlebao must be considered in terms of product quality, brand image and other aspects. Upgrade, in order to ensure the high quality and reliability of products, Sanlu has taken a series of measures to implement full-process quality supervision and management to ensure product quality and safety.
2. Reform the enterprise management system
In order to change the negative image that once existed, Sanlu Company must also strengthen the competitiveness and comprehensive strength of the company by reforming its corporate management system. On the basis of ensuring safety, it must integrate corporate resources, improve efficiency, and carry out transformation and upgrading. This It will help promote the promotion of new brands and promote further development of enterprises.
3. Provide better after-sales service
The key to Junlebao\’s successful transformation lies in providing better after-sales services to consumers. Sanlu Enterprise\’s three-year reform provided an investment of more than 200 million yuan. Sanlu Chairman Gao Zhihong said that the launch of Junle BaoThe products will implement a full quality supervision system, which allows users to feel confident in choosing the right products for their babies.
3. Improvement of sense of responsibility
The Sanlu brand is to the milk powder industry what the Pioneer is to the shipping industry. And when Sanlu fell, it was so shocking. If a company does not truly put responsibility and conscience first, it is impossible to continue its life.
1. The enterprise shall make due compensation
Although Sanlu has taken steps to change its corporate name and is conducting a series of reforms at the same time, they know very well that in order to restore the trust of consumers, they must provide better solutions. Sanlu Company not only provides users with truly safe products but also prevents the company from suffering unnecessary losses.
2. Pay attention to the products used by consumers
The key to Sanlu\’s ability to complete the transformation lies in their attention and emphasis on consumers. In the production of new products, they constantly try to investigate consumers\’ usage and think about how to further improve products and services and bring consumers more benefits. placed at their forefront.
3. Strengthen supervision awareness
The key to the growth of a company is whether it has enough sense of responsibility to re-examine its business content and see if they can learn lessons and find areas for improvement to promote the development of the company.
4. Brand reconstruction
Sanlu\’s brand image has been greatly damaged by the \”melamine\” incident, so rebuilding the brand image has become an important step for successful transformation.
1. Repackage the product
Junlebao\’s improvements to Sanlu products include redesigning product packaging and strengthening quality control in every detail. This will allow consumers to get safer and more reliable products and a better experience, and further enhance the product\’s reputation.
2. Promotion of Internet marketing
In the Chinese market, the Internet is becoming increasingly powerful. Through the promotion of Internet channels, Junlebao can quickly spread the corporate image to more users, better enhance product and demonstration channels, and create a more three-dimensional brand image.
3. Strengthen public relations activities
Through thoughtful public relations activities, more users can learn about Junlebao\’s high quality and standards, and increase consumers\’ trust in the brand. This interactive method can effectively enhance the brand\’s visibility and reputation through the creation of image and culture.
Summary
The reason behind the transformation of Sanlu Company into Junlebao is not only because of the \”melamine\” incident, not just because of internal changes in the company and the continuous improvement of corporate responsibility awareness, but also because of Junlebao\’s advantages in market sales and products. superiority. By redesigning and improving product production, re-launching higher-quality and safer products, and conducting targeted Internet marketing and public relations activities, Junlebao has successfully created a new brand image. All of this has also made Junlebao a success. Lebao has become the leader in China\’s global milk powder market and has achieved good market competitiveness and industryperformance status.
