These are the coldest days of winter so far in Beijing, and in his opening speech at the 2016 China Baby and Child Industry Leaders Summit (CBIS) in Beijing today, economist Lang Xianping mercilessly pointed out that the winter has arrived in China's macroeconomic environment with a slew of data, even uttering the chilling prediction that "today is better than tomorrow at least".
Lang Xianping, a famous economist
But he also used data to show that in this bleak winter, but shining a rare bright color, this is the baby industry. Because any winter, are pregnant baby to be born. As a sunrise industry, baby industry bears the hope and mission of commercial value.
From November 24th to 25th, babies and children from all over the country gathered at Beijing International Hotel to explore new human beings, new consumption and new marketing.
Origin message
Zhongtong media chief planner Mr. Luo Wengao in the opening speech, elaborated the theme of the summit -- "origin distance" and the hope of the baby industry. "Origin is the starting point for the ideals and dreams that each of us pursues, and it is also a strategic reference point for where our business wants to go. For the baby industry, this origin also has love and responsibility."
Zhongtong Media mastermind Luo Wengao
Zhang Ying, general manager of China Children Media, analyzed the trend of baby industry from the change of consumer environment, and pointed out the responsibility of China Children Media as a media in the industry.
Zhang Ying, general manager of Zhongtong Media
Zhang always believes that the business idea of enterprises should be changed from "sales thinking to operation thinking", and Zhongtong Media will provide three service platforms for communication, planning and media in the process of transformation.
"Zhongtong Media should play three roles: consulting company, public relations company and media platform. So where should Zhongtong start from in 2017? We're still going to solve the core problem: moving pins." China Children Media has perfected and built professional content platform, activity platform and community platform, including "China Children Observation" magazine, wechat official account, China Children website, and will provide enterprises with a full range of efficient service projects.
Ingenuity tempered for the national brand
The cooling of China's economic environment has been accompanied by a massive upgrading of consumption. But when it comes to consumption upgrading, why is this wave of consumption upgrading basically being truncated by overseas brands?
Wang Xinyu, vice president of Huishan Dairy, said, "Currently, Huishan has 200,000 cows and 82 pastures, including 500,000 mu of pasture for feed. This is why Huishan has not recorded any safety accidents in the past 60 years."
After the new policy on milk powder, the entry barrier of this industry has been very high, and the rest after the new policy are high-level players.
In the dialogue session of "New Environment - New Policy for Milk Powder", the guest host, Lei Yongjun, a famous real combat marketing expert in China, discussed the shock wave of the new policy with the dairy enterprises.
Yang Lixin, general manager of Royal Treasure, said that the whole of China has overcapacity, and the elimination of some products through the new policy is good for the baby industry.
Du Wenfeng, assistant general manager of Ability Duo, agreed, adding that more importantly, the new policy will help build consumer confidence, which is of great significance to the development of the industry.
Qiao Sheng, general manager of Beingme Marketing Management Company, pointed out that in the early stage of the development of the baby industry, the baby industry presents a pattern of a hundred flowers blooming, and after this stage, it will gradually move to concentration, a dozen or so enterprises is a reasonable number.
Yang Lixin, general manager of Royal Treasure, said that goat milk is a niche industry, and how many companies will be left depends on consumer demand, which is decided by consumer vote.
When it comes to how to deal with the rigid rules of the three systems and nine sides, Du Wenfeng and Qiao Sheng said that they had been prepared, Yang Lixin pointed out that the royal Baohui from planting grass, raising sheep, to the production of the whole industrial chain.
Finally, Chen Yu, a famous dairy expert, concluded that homogenization should be avoided even if the formula is less, and niche formula products can also break through. One breakthrough direction is based on big data of breast milk research.
In fact, it is not only the new Policy for milk powder. In recent years, in order to further regulate the development of the market, the country has successively issued a series of laws and regulations, from the new food safety law to the new advertising law, and then to products in various segments, including health products and milk powder. The promulgation of these laws and regulations is undoubtedly a great opportunity for the further development of the baby industry. On the one hand, it is the further standardization of the market, which makes the industry concentration continuously improve. On the other hand, it is the differentiation breakout war that is about to start.
"Nutrition will be the next magnet for the baby channel." Zhu Yinhong, general manager of nutrition and health division of Angel Yeast Co., LTD. In recent years, nutrition has developed rapidly and has great potential. However, before the New Deal, the industry's enterprises are uneven in quality, lack of sustainable operation ability, the overall scale and industry accounts for a small proportion, few professional brands. As a result, in this consumption upgrade, overseas shopping for nutrition products has also become a hot spot.
In this context, the strength of the local nutrition to find their own way out of the siege. When Angel Yeast Co., Ltd. entered the field of babies and children, its category breakthrough has been written, that is, first from the physical store channel of babies and children, with consistent high quality to establish a reputation, instead of the milk powder has been cancelled health promotion selling point, become the new sales hub of stores.
Another area heavily invaded by foreign brands is diapers.
Can't China make good diapers?
Xie Xijia, general manager of Rhine, said, "Chinese diapers are already using aerospace technology. "At the meeting where the national diaper standards were set, Chinese companies asked for higher standards, but foreign companies said the standards should not be so high."
Tan Xujun, CEO of Bekom, also listed a very convincing comparison case, "On September 30, CCTV consumption advocate column for domestic and foreign diapers made a comparison, the domestic brand Bekom small white pants diamond pack in softness, water absorption, dryness and other aspects of the performance is better than Kao and other foreign brands."
"Consumers are becoming more rational and are no longer blindly buying cheap products," said She Yaohui, general manager of marketing at Bethure. They hope to improve the quality of life by buying high quality products. Germany, Japan and other overseas brands have been focusing on the study of consumers, excellence to do a good job of products. They are very down-to-earth, but we are very anxious, this contrast is worth thinking about."
Liu Xiangfu, chairman of the board of One Flower, not only elaborated on one flower's pursuit of extreme products, but also elaborated on one flower's channel innovation -- one flower's F2C factory store model.
"Let our products improve market share, in addition to the quality of products, more need to price in line." The factory store model, he says, is designed to win local consumers and market share with "really good quality and real factory prices".
In fact, China's manufacturing industry has gradually caught up with the pace of the world in many aspects, but in the minds of consumers, the lack of brand power leads to the loss of customers.
But new opportunities are emerging.
New human beings, new consumption, personalized needs emerge
In the dialogue session of New Human, New Consumption hosted by Zhou Ying, CEO of Ruijinlin, Hu Chao, founder and CEO of Leyou Pregnant and Baby Children, Wu Fanghua, CEO of Big V Store, Ke Zunyao, co-founder of Beibei, Pan Min, general manager of Suning Red Children, Gao Guangying, co-founder and COO of Mum.com, Yun Mei, editor-in-chief of Must-Read for Parents, The children and children who have been directly interacting with consumers for a long time analyzed the changes of today's consumers.
"Awareness of the brand is not as good as word of mouth from their own friends or their own experience of the product. Today's consumers are looking at products from a global perspective. We need to select products from a global perspective and buy products from a global perspective." Leyou pregnant baby children founder and CEO Hu Chao said.
Zunyao Ke, co-founder and COO of Beibei, analyzed the changes in the new era of consumers, "New mothers are 80 to 90 percent mobile transactions. For example, on the subway, you might just watch the news, find a toy suitable for children, or talk to a friend, and then buy a product."
This fragmentation of shopping habits, along with the ease of shopping brought about by technological developments, has provided room for changes in consumer behaviour.
This personalized need is both an opportunity and a challenge.
Two extremes: TV vs. Internet celebrity
There's an old saying in marketing: perception trumps fact.
In the maternal and child industry, there are not many brands that can be put on CCTV and Hunan Satellite TV to deeply understand consumers. But we can do regional markets, especially to change the perception of local brands in the third and fourth tier markets. This requires regional deep media.
Lou Ying, director of Shandong Radio and Television's Qilu channel, points out that media outlets like Qilu are one of the best springboards for customers to use Shandong as a model market. Because Qilu's business model is "1+X", "1" is Qilu TV station, and "X" is a sales channel specially dug for current customers according to different types of customers, including shopping malls, campuses, circulation, communities, pharmacies and baby channels, all of which have made strategic alliances with Qilu Taiwan. The launch of Qilu Taiwan is online and offline marketing interaction, telling stories together, doing landing, engaging in interaction.
But there is another low-cost channel that can be exploited -- Internet celebrities.
Gao Hongqing, super IP investor and managing director of Dachen Venture Capital, pointed out in his keynote speech "Maternal and Child Industry: Commercial Value Application of Internet Celebrities" that 2016 is the first year of live streaming industry, as well as the first year of content production. Internet celebrities and livestreaming economy herald the advent of the era of personal brand and individuation, mass brands will disappear in the mobile Internet, and mass idols will disappear.
Classic marketing theory still wields great power
With the rise of new marketing, are classic marketing theories still practical?
Wang Laoji, chairman of Chengmei Marketing Consulting Company, and Mr. Geng Yicheng, brand strategy consultant of JDB, deeply interpreted the positioning. In Geng Yicheng's opinion, the rise of JDB, the most key is accurate market positioning.
Geng Yicheng pointed out that the inspiration of the baby industry is to find the right positioning, first the goods shop to the heart of consumers, and then the goods shop to the hands of consumers.
In the speech of Zhou Ruxiang, a famous expert on baby industry strategy management, he believed that with the growing maturity of artificial intelligence, VR, AR and other technologies, digital stores are the future trend, and the era of "entity + intelligence" has arrived.
i Jing's partner Dai Jing proves this possibility from another perspective by defining the consumer portrait.
According to Dai, emotional factors such as brand meaning, style, color and associative scene are very important in women's shopping. We can use big data technology to dig deeply, break through the dilemma of fragmentation of traditional marketing links, and finally grasp the consumers and the market accurately.
This summit, Zhongtong Media also invited the famous experts in baby industry Zhou Ruxiang, Tie Ding and Liu Hao as the dialogue host, and excellent channel business representatives, such as Li Maoyin, co-founder of Ala Xiaoyou, Mi Hongfeng, chairman of Mi Pregnant Baby, Li Zhiheng, chairman of Gu Pregnant Baby, Wang Weiguo, president of Xiyangyang, Tian Wei, general manager of Baobei Online, Zhao Shengxiang, chairman of Guizhou Jintong, Chen Yue, chairman of Zhongyi, Gao Fenfen, chairman of Jianrui, Shen Zhiqiang, general manager of Guangdong Lvchen Trading, Zhang Xiaowu, general manager of Richu Trading, Ye Genshui, chairman of Zhejiang Qiyue, etc., deeply communicated with each other about the upgrading road of baby channel business.
It is generally believed that despite the threat of e-commerce, the physical baby channel still has a lot of room for living and upgrading. Competition can only accelerate the evolution of physical stores.
This activity was supported by iqiyi Maternal and Child Interview, live video broadcast of the Micro Roar Conference, 360 Children's Guardian APP and the Internet of Shuidui and Huajiao Live. The activity was live-streamed at the same time, interactive on three screens and watched by thousands of people, which set off a climax of exchange and sharing in the baby industry at the end of the year.
