Nutrition is a great contribution to the mother and baby shop.
The second level of the demographic dividend
Zhu Yinhong, general manager of Anginute, made a speech at the 2018 China Baby and Child Industry Retail Development Forum jointly hosted by Anginute and Zhongtong Media: "The total number of births in 2017 was 17.23 million, 630,000 fewer than in 2016. The demographic dividend of the maternal and infant industry is actually decreasing, a serious problem especially prominent in the Great Northeast."
(Zhu Yinhong, General Manager of Anginute)
Zhu Yinhong's "decrease" means that the dividend of population quantity is decreasing, while the dividend of population quality is increasing.
This demographic quality dividend comes from two sources:
First, Mr. Luo Wengao, founder and chief planner of Zhongtong Media, pointed out in the keynote speech "Upgrading Direction of China's maternal and infant Industry under the New Pattern" that the Chinese consumer market is a wave development, China's maternal and infant consumption is obviously upgrading, not only the concept of childcare is refined, raising a child now needs more goods and services, and from the preparation of pregnancy to postpartum, New mothers are also spending more and more on themselves to have a second child.
(Luo Wengao, founder and chief planner of Zhongtong Media)
Second, Zhu Yinhong pointed out that although the total number of births is declining, in 2017, the number of second children accounted for more than 50%, 10 percentage points higher than in 2016. In the next few years, two-child families will become the main force of maternal and infant consumption. And can have a second child family, economic conditions are relatively strong.
product-oriented
In recent years, the nutrition market has shown a clear positive trend, especially in certain categories, such as the probiotics market, which has exploded. "In the past three years, probiotics have been the hottest in the Asia-Pacific region and the hottest in China, with a growth rate of more than 20% for three consecutive years." Angie Nutrition Business School executive vice president Liu Youjiao said.
(Liu Youjiao, Executive Vice President of Angel Nutrition Business School)
In the past 10 years, dairy products have been the largest carrier of probiotics, but in recent years, health care products have become a new growth hotspot, and consumers' awareness of probiotics has been improved year by year. From 2011 to 2018, the Baidu index of probiotics increased significantly, gradually surpassing calcium, DNA, protein powder; Since 2016, it has been an outbreak trend, and the current heat of Baidu index is probiotics > protein powder >DHA> calcium.
From 2016 to 2021, the total market size of probiotic dietary supplements in China is expected to exceed 31 billion in 2021, more than double that of 2016.
In the forum's interpretation of China's first White Paper on Maternal, infant and Child Nutrition released by Anginute and Babytree, we see that mothers of first children want their children to be smart, and mothers of second children want to improve their children's resistance. Traditionally, probiotics are believed to be eaten when you have diarrhea, but now more and more precious mothers realize that probiotics can participate in the regulation of the immune system, and children who eat probiotics have better resistance, do not catch cold, are less prone to allergies, and are less prone to eczema. That's why probiotics sales in the mother-and-baby channel have skyrocketed in recent years.
But probiotic production is a sophisticated business, and it takes 100 years of dedicated research and development to get a few strains that are actually good for you. Relying on Angie Yeast, the parent company of Asia's largest yeast factory, Angie has cooperated with DuPont Daniske and Cohansen, the world's two giants of probiotics, to select strains and exclusive mix for different needs of pregnant and pregnant women, infants, children and middle-aged and elderly people. Many consumers truly realize that "probiotics are human's good friends" through Angie. That, in turn, has boosted nutrition sales at mother and baby stores.
"After we started Angel, nutrition products accounted for 12 to 15 percent of sales in stores by the end of May this year." During the forum's dialogue session, Wang Zhi, general manager of the fashion store of Golden Angel Maternity Department store in Dandong, Liaoning Province, said, "With the support of Anginute, I think we can continue to go higher, and the goal is 20 percent."
The national average is 5%.
Wang Zhi is confident that he can do four times the national average because he has grasped a key to nutrition business: word-of-mouth.
According to the white paper, the primary factor for pregnant women, infants and children to choose nutrition products is public praise, while brand awareness, product safety, easy digestion and absorption are common concerns.
Consumer reputation, naturally, is built on the safety and effect of the product. Wang Zhi chose Angie Nuit because of its dominant R&D, production and quality control strength in the yeast field, especially the development line of "focus on the core advantages of yeast nutrition", which is different from any nutritional brand.
Yeast is a natural, safe and efficient nutrient source, rich in high quality protein, amino acids and vitamins. A variety of nutritional function factors can be extracted, such as yeast glucan, glutathione, coenzyme, nucleic acid, etc. It can convert inorganic trace elements into organic trace elements. It is an efficient and safe "biological converter".
"Angie started to make health care products in 1992. From the era of playing single products to now, she has gradually developed and expanded. The core thing is the efficacy and compliance of our products." Zhu Yinhong said.
More importantly, special groups, such as babies and pregnant women, such groups are not suitable for ordinary enterprises to provide products. Without research and development, without good products, this enterprise is afraid to do it, it will surely fall down.
In the past 27 years, Anganute has focused on pregnancy, infant and child nutrition and yeast characteristics, and developed yeast zinc, yeast protein powder series, hawthorn yeast tablets, yeast probiotics and other differentiated products. With stable quality and safety, unique selling point, reliable effect, Anganute has conquered many maternal and child chains and consumers.
Service enablement
Now many maternal and child chains are paying attention to the nutrition department. "Nutrition contributes a lot to the whole company and is a key category for the company." Ms. Zhang Ping, Purchasing director of Jilin Yingxiang, said, "Nutrition products highlight the professionalism of the stores and have strong customer stickiness, which contributes a lot to the chain. I am very much looking forward to making an appointment to do an elite special training camp for Angie's store manager, to quickly improve our team's combat effectiveness."
But "just putting nutrition products on the shelf without a guide to communicate with consumers is not going to sell well." Zhongtong Watch founder and chief planner Luo Wengao said.
Nutrition products are products and services perfect integration of the category, its sales need professional knowledge. This poses a huge challenge to many mother and baby stores.
"The biggest obstacle is employee fear." Because nutrition product knowledge training is more than milk powder, but also professional, "the best selling is often elite staff, excellent staff may not be able to." This requires that nutritional products in the maternal and child stores must be the first project. If the boss is involved, the grassroots will have enough pressure and motivation to learn and improve.
At the same time, the weak professional foundation of the store determines that in addition to the first project, the manufacturer's service is also needed to enable.
"In the promotion of nutritional products, the cooperation of manufacturers is particularly important, and the most important thing is the professional services provided by brands." "Customers can only increase when products and services are better. "For nutrition, good service helps to create a stronger bond between nutrition and other products in the store, which drives overall growth." Wang Qiong, chairman of Qiqihar Tongchenghui Trading Co., Ltd. and Zhao Lipeng, general manager of Shenyang Litonglai Trading Co., Ltd. have expressed the importance of service.
Anginette used to run a training camp at Wang Qiong's chain. The special training camp was well planned, including many issues such as activity details, consumer promotion links, cost allocation, internal division of labor, etc. The teams of both sides merged together to carry out professional training in professional production knowledge, bundling skills and other aspects, which effectively improved the combat effectiveness. The final sales volume of the activity was more than 3 times the original target.
(Dialogue "Profit Growth Point -- How to continuously increase the sales proportion of nutrition Products")
The "moving-pin oriented service-oriented marketing model" advocated by Anganute coincides with the needs of stores. On the one hand, Angie Nuit has a nationwide marketing network and more than 800 professional marketing service personnel. On the other hand, relying on the "Angie Nutrition Business School", Angie Nuit provides professional nutrition knowledge and marketing skills training for store clerks in the form of "elite special training camp", and also provides training and certification services for dietitians, baby nurses and health managers. Quickly strengthen the staff is the war power.
(Shi Zhangqiang, famous brand marketing expert)
"Product + service, and I have been implementing the 'six forces and four customers' model is very consistent." Shi Zhangqiang, a famous marketing expert, said in the forum, "The so-called six forces are the planning force -- the planning of a single store; Product force -- new product development, product mix, product structure adjustment, etc. Image power -- create a kind of store environment for customers; Service - the level of service in the store; Promotion power -- through promotional activities, materials promotion, active promotion, etc.; Management ability -- the head office's management of individual stores, including personnel management, training, organizational support, etc. The four customer system includes soliciting customers, killing customers, transferring customers, staying customers four content, these work key integrated, is the product and service."
Therefore, Jiang Bo, assistant general manager of Anginute, believes that without professional service, nutrition can never become the third category in stores.
(Jiang Bo, Assistant General Manager of Anginute)
Zhu Yinhong, general manager of Anganute, also pointed out that the development law of nutrition products for pregnant, infant and children should be similar to that of health products in drugstores -- maternal and child chain should first have a leading brand of a full series, through selling this brand, the staff and even the whole chain can master the sales method of nutrition products.
Therefore, at present, maternal and child chains urgently need to find a brand owner like Anginute, which can provide a full range of professional products and enable the stores to improve their professional level. Because the history of the consumer goods industry over the past 40 years of reform and opening up proves that it is always good brands that lead the development of retailers.
