"What we want is not a poster, but a copy that can be retweeted with one click and then turned into an order!"
A channel dealer in the 2018 Menado New Marketing Summit Forum on April 19, to participate in the channel forum dialogue said.
"Poster chicken ribs" reflects a strange phenomenon in the maternal and child industry: manufacturers want sales, but do not want to provide more services to stores; Stores to profit, and do not want to keep their own high price copywriting team to dig selling points to find a way to ship.
-- Can it be solved?
-- Of course you can!
-- Who said that?
-- Manado!
From April 19th to April 20th, the 2018 Menado New Marketing Summit Forum and the President Class of Menado Kiwi College was successfully held in Zhangjiajie, Hunan Province, co-sponsored by Menado Health Services (Changsha) Co., LTD and Zhongtong Media.
This time, Minador came up with a solution: build a business ecological alliance, enabling partners!
Reconstruct the relationship between manufacturers and disclose the "strategy" of manufacturers
Under the background of new retail development and consumption upgrading, the competition in the maternal and child industry is intensifying. In order to achieve development, it is necessary to reconstruct the relationship between manufacturers.
"China's maternal and child industry must upgrade from a benefit structure to a shared-relationship structure." Zhongtong media founder and chief planner Luo Wengao said.
In the past, manufacturers are in the interests of the game, to constantly in each other to determine their "security". Yan Weibin, chairman of Ausnutria Dairy Co., LTD., Chairman and CEO of AusNutria Dairy (China), chairman of Manado Health Services (Changsha) Co., LTD., explained the game vividly: In the past, the relationship between manufacturers was like two ends of a rope. Both sides were pulling the rope. In the new era, the relationship between manufacturers has changed. Only by working together to serve consumers can they survive.
"And strategic partnership, the need for manufacturers to channel strategic disclosure." Yan Weibin said, "If we don't disclose the truth, we can't go on. Without one heart, how can we take a long-term path?"
First, quality disclosure. As a supplier, Manado has the confidence to let everyone believe: Manado on the layout of the place, the factory management must be the pursuit of excellence, Manado on quality is the most trustworthy.
Second, the source of goods disclosure. Reliable supply guarantee, do not let the channel business worry about the supply of goods. Manado strives to avoid such problems from the layout, improve transparency and generate trust.
Third, efficiency disclosure. Whether it is the launch speed of new products or the cost control of a can of milk powder from the pasture to the terminal, it is very efficient and must be better than other suppliers.
Fourth, positioning disclosure. Give the channel a long-term relationship commitment, disclose the cooperation roadmap, give the partners confidence, go on.
In the future, the big single product, big platform and big service that Menador will strive to create is an effective shot in the arm!
Cloud Butterfly Platform: a new roadmap for cooperation
Manufacturers from game dealers, to strategic disclosure, because the market and industry pattern has changed, manufacturers can not independently deal with any party.
"The current new consumer environment presents five main characteristics, namely, the stratification of the market, the niche of demand, the personalization of consumption, the facilitation of purchase, and the communization of influence." Bao Yuezhong, a new retail research expert, said in a training session for the Menado Kiwi Academy President class.
This has led to the gradual failure of the past marketing techniques and business means. It is necessary for one party to stand up and take the responsibility and lead the development. Undoubtedly, brand owners are responsible for the heavy responsibility.
At this time, Menador gathered the distributors to hold a "symposium". Obviously, it has realized the importance of re-empowering the distributors and reorganizing the division of labor of manufacturers, because it is related to whether the distributors can "live and die together".
The mother-and-baby industry is different from FMCG. The fast-moving consumer goods industry wins by improving efficiency, lowering costs and doing large scale, while the maternal and child industry needs to create value for precious mothers and help them raise healthy and intelligent children, rather than a "low-cost baby".
However, pure commodity distribution will only lead to a dead end of price war. Maternal and child distributors need to transform their businesses with cross-border thinking and create new value for consumers through cross-border chemical reactions.
In the new retail dialogue titled "How to achieve the unity of consumers, goods and services," Mr. Roweng said that, in fact, there are now many stores and related industry joint promotion, but these are carried out on the level of individual cooperation, there is no system, from the negotiation of cooperation, design plan, promotion implementation, activity settlement, time-consuming and extremely inefficient, therefore, Many stores will eventually give up on this consumer-friendly promotion.
But now, "many brand operators and dealers at or above the provincial level are trying to build a new marketing platform through cross-border resource integration, and will integrate dealers at the city and county level." Wang Dingmian, a famous dairy expert, said.
"Whoever integrates well, we will choose." A channel business said.
And that's exactly what Manado is doing.
In this new marketing summit forum, Menador launched the cloud Butterfly platform. This is an independent platform initiated by Menador and jointly owned by Menador and its agents. It helps channel providers and maternal and child stores to provide one-stop services for consumers by integrating supply chains, service providers (such as early education, children photography, parent-child travel) and professional supporting service providers (such as capital and C-end content suppliers) of the baby and child industry.
The goal of Yundie Platform is to integrate the resources of the baby industry and become the most trustworthy ecological platform company.
In addition, Menado also established the Golden Butterfly Mother College jointly with Precision Nutrition College, which is an integration and revitalization of C-end resources. Golden Butterfly Mother College takes stores as the base to export content, increase the interaction between stores, brands and members, establish a sustainable relationship with members, and promote the sustainable growth of baby shop business. By exporting professional knowledge of health education, customers can become more professional mothers!
Qu Zhishao, Vice president of Aunuovo Dairy (China) and general manager of Manado Health Service (Changsha) Co., LTD., founder of Nutrition College, Doctor of Nutrition from Peking University and Secretary General of Beijing Nutrition Society Zhang Zhaofeng held the signing ceremony at the scene.
Chief Executive: More than purchase, sale and stock
As an important connecting platform for the relationship between manufacturers, "Staff Palm System" made an amazing appearance in this forum. After Li Jintao, director of multi-platform and new business of Mena shared the project of Cloud Dee and the Staff palm system, the leaders and guests at the meeting jointly triggered and started the staff palm system.
"Staff palm System" is a set of small and medium-sized maternal chain store operation management system. Based on mobile Internet, real-time data networking online, fast query data and information, real-time presentation of business conditions, bosses can be clear at any time and anywhere.
And like chain stores arbitrary pick up goods, mutual allocation of intelligent balance of accounts, store reconciliation/supplier reconciliation, employee commission settlement, these used to be manual time-consuming work, now can be completed automatically and efficiently by the system, greatly liberating the boss and employees of the labor force, the improvement of human efficiency is not a little bit.
But that's not the biggest difference between Staff and stores' existing invoicing systems.
The most important value of Manado's "Staff Palms system" is not just to help stores "save money and be more efficient", but "make more money"!
Because it realizes online and offline data integration, business integration, customer integration, truly achieve the seamless integration of online and offline.
Why is this "integration" and "seamless integration" so important?
This is because the post-90s mothers have undergone great changes in their consumption cognition, purchasing habits and communication styles -- previously the three were separated, but now tend to be highly unified.
"The new retail of mother and child should pay attention to the three Spaces of customer interaction, namely the virtual space of the Internet; A community space composed of target customers; The physical space where the customer actually experiences." Shi Wei, a famous expert in marketing management, pointed out on the spot that these three Spaces are the traffic entrance of customer purchase, and also interact with each other, forming a structured "field" of customer interaction.
According to Qu Zhishao, vice president of Aunuovo Dairy (China) and general manager of Manado Health Services (Changsha) Co., LTD., the Staff Paw system "can make full use of technological advantages and deeply connect to the C terminal to form an interactive" field "with customers.
"Staff Officer System" is committed to integrating the data and information of these three traffic entrances into one system, maximizing the mining and utilization of data value and customer value of stores, such as online new customer drainage, old customer distribution and recommendation; Online mall to expand store space and hours; Precision member marketing; Member value mining... To help small and medium-sized maternal and child stores in the new retail transformation.
Network sales strategy consulting expert He Man said, the sooner the brand and enterprise master big data, the more quickly to seize market share, and the purpose of the establishment of big data center is to use big data to get through and link online and offline users, the data of customer behavior, and analysis, form a customer population portrait, and then do accurate personalized marketing.
By looking at it, staff palm will undoubtedly become a sharp weapon in the new retail era of stores!
Kiwi College: Open, collaborative and win-win
Another piece of infrastructure that Menado is building for the Ecological alliance is the Kiwi College.
Kiwi College is not simply to train knowledge, but to create a circle of sharing, co-prosperity and symbiosis among channel operators, sharing information and business opportunities.
Before that, Menado Kiwi College has completed its first course in Zhengzhou. This institution is committed to providing intellectual support to maternal and child stores and helping them transform from mere sales window to service output platform, precisely because of the accurate prediction of the changes in the maternal and child retail market in the post-New Deal era.
The platform of Kiwi Academy not only improves the selling ability of the distributors, but more importantly penetrates the brand promotion of service brand building, IP operation and human culture advocated by Menado into the execution link of the maternal and baby stores, and closely unites the channel members such as the distributors, store terminals, shopping guides and store managers around the new retail.
So what does the Kiwi Academy bring to the table?
Tan Ningnan, deputy general manager of Manado Health Service (Changsha) Co., LTD., concluded that, one is the ability to improve, practical practical courses to improve operational ability; The second is to improve the concept, grasp the market trend, insight into the industry trend; Third, grow together, build a new manufacturer relationship, grow together with the growth; Fourth, brand building, Kiwi College will cooperate with middle school children to build an ecological brand, to promote excellent partners to the whole industry. Kiwi College is a demonstration of openness, collaboration and win-win.
On April 20th, after the president class of the Menado Kiwi College, all the students of the president class of the Menado Kiwi College embedded their Kiwi lights into the wall of the Kiwi logo and completed the Kiwi puzzle together, marking the official opening of the new all-dimensional marketing ecological model jointly built by Menado and all the partners.
Manado's four advantages proposed by Shaw will provide partners with a fulcrum to move the market under the new marketing ecological model of the whole dimension.
The four major advantages are: in terms of brand satisfaction, we should position the brand and appeal based on consumer needs and build the first brand of milk powder in New Zealand. In terms of content support products, we will take the Golden Butterfly growth class, precision nutrition academic cooperation and other contents first, and build a rich product system with absolute product competitiveness. In the aspect of service implementation marketing, realize the deep link between customers and Menador with differentiated services; In terms of enterprise bearing platform, deep cooperation with partners, integration of symbiosis, integrated system, Internet of everything, common learning, exploration, breakthrough.
Under the new situation, only the breakthrough can be successful. Every step of Menador is the strategy and planning made after its keen insight into the market changes. As Yan Weibin said, we should overcome the uncertain future with a definite strategy.
Facing the future, Manado is full of confidence and expectation, creating a rich product system with absolute product competitiveness, deep cooperation with partners, integration and symbiosis, becoming the "first brand of New Zealand milk powder" is just around the horizon!
