Alibaba recently launched its first unmanned supermarket in Hangzhou, making it easy to shop with Alipay.
As you can see, the retail environment we live in is changing at an unimaginable rate. So where does the industry go in a fast-changing retail environment?
The answer is in the mix!
On July 17, the "Mixed Life X New Consumption -- China's Baby and Child Industry Marketing Ceremony" hosted by China Children Media was held in Shanghai. The conference focused on "new wechat business, new species, new consumption" and discussed the "new future" of maternal and child retail.
Have you done the new wechat business?
A wechat business project can develop into a team of 20,000-30,000 people in just half a year, which is hard to imagine in the traditional field. Do we need to use the past experience to examine the rapid rise of wechat business as a new channel?
Of course not.
Mr. Luo Wengao, General Manager of Sales and Marketing Magazine and General planner of Zhongtong Media
Sales and marketing magazine general manager Mr. Luo Wengao believes that, after the development of recent years, Wechat business has been from "bad money to expel good money" back to product quality, and wechat business is essentially content marketing, copywriting is the core of the whole wechat business operation.
Wechat business is the best case of ant Xiongbing tactics, everyone can do agents, but, this kind of replication and growth really lasting? "Grassroots can also promote the commercial trend, but if the micro business trend wants to become the commercial mainstream, must be from the grassroots to the regular army." "Said Mr. Roweng.
Mr. Guo Junfeng, Chairman of Shanghai Microarray Technology
For many traditional enterprises, wechat business has become an urgent need to explore the channel, but in the face of wechat business, and no point.
In this regard, Mr. Guo Junfeng, chairman of Shanghai Micro array technology, pointed out that many traditional enterprises think wechat business is to sell products, this is a big mistake of traditional enterprises to transform Wechat business, in fact, stable products are only one aspect of Wechat business, more important is the project planning.
Mr. Zhuang Dalong, CMO of Golden Hoop Network Information Technology
What products to choose is the first threshold to enter the field of wechat business.
Golden Hoop network information technology CMO Mr. Zhuang Dalong shared how to choose Wechat business good products. He points out that in the future, data will become more and more important, and we will use it to choose products.
Rong Ge, founder of Shanghai Dopet Network Technology Co., LTD
Rong Ge, founder of Shanghai Daotong Network Technology Co., LTD., brings us a case of innovation under the new business model. Rongge pointed out that wechat business channels after the regulation will stimulate the real sense of channel dividends.
Do you dare to try mixed life?
Zhang Ying, general manager of Zhongtong Media, delivered the opening speech
Mr. Rowengao, chief planner of Zhongtong Media
In the eyes of Mr. Roweng, the chief planner of Zhongtong Media, the essence of retail is to create value for customers in the process of buying and selling goods, and the ultimate purpose of mixing is to keep consumers.
So, under the new situation, how to attract the eyes of consumers?
Mr. Roweng proposed four directions for the upgrading of mother and baby stores:
1, people, goods, field, background to improve the effect, the front to improve the experience;
2. Function block;
3. Streamline SKUs in stores;
4. Moving line liberalization.
i'm pleased to meet Fellow Hallmark
In addition to the impact and change brought about by the development of mobile technology, the iterative renewal of consumers also requires the transformation of retail models.
i am glad to meet the researcher Hallmark pointed out that in the next four years, the average annual compound growth rate of consumers born in the 1980s, 1990s and 2000s will reach 14%. The post-80s and post-90s may still advocate brands, but post-00s may pay more attention to personality.
In addition, Hallmark detailed examples of innovation in consumer new species such as Good Food Store, Hema Fresh, Yonghui supermarket, and pointed out that digital is the core driving force.
Mother and child retail mix
Mr. Zhao Weilin, assistant to President Wang
However, the strategic significance of big data is not to master huge data information, but to conduct professional processing and realize the "value-added" of data through "processing". To this end, Mr. Zhao Weilin, assistant president of King of Children, shared "How to transform big data into productivity".
In 2009, King of Children was born. At that time, China was in the midst of consumption upgrading, and the mode of consumers to obtain information was very single. Urban complexes dominated by Wanda are becoming more and more popular. Become the benchmark of baby retailing in China.
Ms. Ji Tingting, business partner of Baby Tree
Baby Tree is also a veteran player in big data.
Ji Tingting, business partner of Babytree, started from the reality of Babytree, and told us about the mixed path of maternal and child content e-commerce. Babytree has always been committed to pushing knowledge to users while subtly guiding users to buy products.
"Whether using big data or other methods, as long as you can find users' pain points, it can be successful, which is the fundamental reason for the success of Baby Tree." Ji Tingting said.
It is reported that before the coming of the next decade, Baby Tree will build a member club with the consumption upgrading of young families as the core, to accurately meet the needs of Chinese mothers and young families for knowledge acquisition, communication and making friends, recording growth and consumption shopping, so that young Chinese mothers can better enjoy the family life in pregnancy.
Topic Dialogue: Truth of the Heart: The Mixed Life Search Road of Distributors
Next, Wang Chen, editor-in-chief of the Content Center of Zhongtong Media, Zhang Xiaowu, general manager of the beginning of the same day, Ye Genshui, general manager of Zhejiang Qiyue, and Hu Shengming, chairman of Wuhan Xingminghua Trade, will bring the theme dialogue "Truth: The Mixed Life Search Road of distributors".
Hu Shengming pointed out that the competition of baby chain tends to be rational. It is mainly manifested in three aspects:
For one thing, fewer shops are opening and more are closing.
Second, when opening a shop, the choice of location is more cautious;
Third, the old shop set off a trend of upgrading.
Ye Genshui shared his own feelings. In his opinion, many stores are extending in the aspects of postpartum and massage, but only a few customers really try new retail, and most stores are relatively conservative and have not gone out of a proper way.
In fact, it is not only the transformation of retail model, baby retail in the selection of changes. Zhang Xiaowu pointed out that in the future, we will pay more attention to the enterprises with brand power, especially the big brands coming from the cross-border; In terms of category, he likes smart technology products.
Mr. Gong Dingyu, founder and COO of Leyou Pregnant Baby Tong
In the face of mixed life, Leyou put forward the concept of "sharing".
According to Gong Dingyu, founder and COO of Leyou Pregnancy & Baby, Leyou has cooperated with Alipay on the payment side and is the only baby & baby chain in the industry that can place orders on Tmall and pick up goods in stores.
And the support of all this is Leyou five level intelligent logistics system. "Once you enter the Leyou system, you can feel the seamless flow of goods." Gong Dingyu said.
Mr. Li Maoyin, co-founder of Ala Xiaoyou and chairman of Tong Menghui
As a dark horse of baby channel integration, Tong Menghui has walked out of a differentiated "mixed life" road.
However, Li Maoyin also stressed that Tong Menghui is still exploring, but will firmly go on.
Mr. Yang Yun, general manager of Youkang Baby
Is township market also troubled by "mixed life"?
Youkang Baby is a baby chain enterprise that deeply cultivates the township market. Since last year, Youkang Baby has accelerated the chain process of the township market.
In this regard, Youkang baby general manager Yang Yun pointed out that there is no scale, there is no meaning to talk about anything, chain is the way of the enterprise, other programs are the art, the first secret of success of Youkang baby is chain.
The second secret of Youkang Baby is retail innovation. In this regard, Youkang baby from the retail system to achieve brand operation system role change.
Finally, Yang also stressed the importance of cooperation.
Topic Dialogue: "The New Retail Redemption of Traditional Stores"
Wang Chen, editor-in-chief of Zhongtong Media Content Center, talked with Li Xiangju, chairman of Hunan Maternal and Child World, Wang Dongbin, director of Zhongyi Commodity Center, and Weng Xiaolong, vice president of Qtools, to bring the theme dialogue "New Retail Redemption of traditional stores".
Li Xiangju said that the nature of retail has never changed, but what may really change is the reconstruction of the relationship between people, goods and the market, and to truly carry out all activities with the consumer as the core.
Mr. Wang pointed out a special phenomenon: the shopping guides in many mother and baby stores increasingly resemble those in drugstores. So we need to direct our customers to do knowledge consulting work, rather than high margin oriented work like we do now.
Mr. Weng doesn't think so. In Qtools stores, assistants don't take the initiative to promote products and rely more on customers' own choices. It is reported that Qtools features all imports, not only covering the first-tier cities, but also deep into the second and third-tier cities.
Topic Dialogue: "The Dividends of Maternal and Infant Socialization"
Wang Chen, editor-in-chief of Zhongtong Media Content Center, talked with Li Zhiheng, chairman of Gugen Pregnant and Baby, Jiang Yuchen, vice president of Beibei, Wang Zhigang, vice president of Big V Store, and brought the theme dialogue "Dividends of Socializing mothers and babies".
Are you ready for a new future?
i put in place partner Dai Jing
The Internet has had a devastating impact on offline retail in China, unlike in the US and Europe. Dai Jing, the partner of i in Place, points out that one of the main reasons is that European and American companies have completed digital management upgrading over the past decade.
Therefore, for maternal and child chain enterprises, it is necessary to build a background service mode with a central system, where the shop assistants directly connect to the background service center through mobile phones.
China Children's Media and Juyuan Technology jointly launched the APEC(Expert Certified Parenting Consultant) Standard White Paper
Ms. Gao Guangying, co-founder and COO of Mumsnet
Ms. Gao Guangying, co-founder and COO of Mumsnet, brings us the New Species of Consumer Behavior: Why Pregnant women like to buy.
Gao points out that offline, mothers' shopping takes on several characteristics:
First, mothers are paying more attention to brand stores. Second, new mothers want to learn about pregnancy and baby while shopping, and mothers are increasingly demanding offline delivery. In addition, both online and offline, sales promotion is the most attractive means of promotion. And the key to competition is the effectiveness of information dissemination.
Four seasons Mu song for the winners to mother and child water purifier
At this point, the "Mixed Life X New Consumption" China Baby industry marketing ceremony has come to a successful conclusion. Thanks to Himalaya for its strong support to this activity, and thanks to Four Seasons Mu Song and Cotton Workshop for providing exquisite prizes for this conference!
