The article | ZhongTong monitor Zhang Xingbai journalist
Although the surface looks like King of children, Leyou's stores are the same with us, in contrast, nothing more than a better decoration, a larger area. But the logic behind the whole operation and background, has been completely different.
Internet provides epoch-making tools, in the maternal and child industry, only these enterprises in the depth of application. Five years ago, IT gave them a very crude ability, even ridiculed by the industry, considered to be a showy, but today, IT has gradually revealed its inherent power.
That power is taking an increasing toll on peers because "the mother-and-baby industry has hit a growth bottleneck." "Mr. Luo Wengao, founder and chief planner of Zhongtong Media, said at the second China Baby Industry Marketing Ceremony in 2018.
Why does the maternal and infant industry encounter this bottleneck?
First, the psychological level.
The dividend of the initial two-child policy is gradually lost, and the birth rate is likely to decline in the next two to three years, which is likely to lead to a dramatic change in the psychology of babies and children.
Second, the iteration of the post-90s mothers group is too fast.
Two to three years or even one to two years, the consumer behavior will be very different, and this makes the consumer difficult to grasp. Relying only on strong product force to sell goods is no longer very useful, in order to get consumers to buy behavior, but also need to walk!
Third, the external environment leads to bottlenecks.
At present, the traffic shows a state of decentralization and exhaustion, online traffic is missing, and offline store entry rate drops sharply.
So where the hell are all our customers? Still looking at the future based on past success?
Now that seems like a dead end! In this age dominated by young people, our baby industry will undergo drastic changes!
A new age of empowerment has arrived
Liu Chunxiong, a famous marketing expert, said, "Maternal and infant products can be classified as emotional products, it is easy to mobilize emotions, and treasure mother must be a heavy link product, with a strong tendency to share, their children to share, to talk, these are exactly in line with the basic elements of the new marketing - the product to do emotional."
Only the product to convey a kind of emotion, in order to meet the penetration and capture the mental resources of consumers.
"Mothers receive information about products in the group, and with appropriate selection, it has the highest conversion." Wang Yan, deputy general manager of Penguin Fairy Tales, concluded through 1,488 questionnaires, which echoes the idea of emotional communication -- word of mouth or teasing among mothers can spread quickly.
Only put the product on the shelf, no guide to communicate with consumers, certainly not sell well! Nutrition is a category of products and services perfect integration, its sales not only need professional knowledge, but also need to convey a kind of consciousness, a kind of emotion, to meet the psychological needs of customers, sales will also come into being.
"Anginute cooperates with suppliers to develop a segmented and differentiated series of products, as well as professional training, and a complete set of 'moving pin six forces' moving pin solutions." Zhu Yinhong, general manager of Anganute, introduced that Anganute will be able to land the power through the dual drive of product + service.
Mr Nuffitt offers another solution. "The power of culture and the IP of culture are very influential. Taking pantomime as the carrier and using the power of culture and artistic value, we build an independent IP to spread the brand in the healthy growth of children and empower the circle of baby and child retail stores." Said Wang Haitao, chairman of Newfit Dairy and chairman of Beikai Trading Group.
On the commercial level, when consumers' sense of trust and trust increases, customers' sensitivity to prices and recommended products will be greatly reduced, or even immune. Therefore, the key of new retail is to establish trust and trust.
"From the beginning of human life, it is also the best hardware and software facilities for small and medium-sized companies, whether it is milk powder or food. At the beginning, we have academician workstation, which is rare in our industry, and our own nutrition engineering research center, which uses the most stringent management standards to make the best quality complementary food for Chinese infants and toddlers." Renzhichou Group chairman Li Guoyong said.
In addition to the channel enabler of manufacturers, high-quality channel providers are also actively exploring the method of enabling terminal.
What gives Dongguan Lvchen power is people. Lvchen has a sales force of nearly 1,000 people. Through effective training and incentive mechanism, the sales staff can be fully grown and the effectiveness of the staff can be maximalized.
Millet is enabled by technology. Shanxi Gugen pregnant and baby chairman Li Zhiheng mentioned, "the wisdom of the valley store, is in the store sales digitization, data since the way of the Internet, the way of online mall, and the way of store payment, etc., here in addition to the need for a technical team, but also to establish a certain level of planning marketing team."
Nowadays, all walks of life and all links are separated. The brand side does not know the final situation of moving sales to the store, and the dealers cannot see the data of moving sales in the store, so there is no sense of trust and trust. Consumers in the maternal and child industry are very discrete, resulting in a very discrete terminal. So it needs an industrial Internet to empower it. "What we want to do is to serve as the underlying infrastructure, to provide the entire IT infrastructure network, to empower the stores, to empower the brands, to empower the distributors, and then to connect the industry." Haipai founder and CEO Zhao Chen said.
However, when the mother and baby stores are still struggling with how to embrace the thigh of the Internet, the undercurrent of capital has already been surging. Both the upstream manufacturers, the middle channel merchants, and the bottom chain distributors are now facing the penetration of the capital market.
Zhongtong Media is committed to promoting the development of the industry and has established Zhongtong Baby Industry investment and financing Service Center, which is based on the following considerations:
First, in the large maternal and child industry and infant and child enterprises, the differentiated competition has become more and more obvious in recent years. More and more enterprises have gone out of the differentiation and have their own distinctive mode and road.
Second, in recent years, the baby industry has become a very big investment circuit. There are many subdivisions on this circuit, which have become new circuits for capital investment.
Third, we hope to work with colleagues in children's enterprises to help them choose the right investment institutions, because there are more investment institutions in the market, but some investment areas may be focused on.
Fourth, the whole stage of investment is different. We hope to cover the early stage, middle stage and later stage, including mergers and acquisitions, and so on. At the same time, there are law firms, tax agents firms, including brokerages, to provide one-stop service platform.
"The competition among enterprises is not only the competition of teams and models, but also the competition of financing speed and financing scale. The boss who can raise money may not do well in the enterprise, but the boss who can't raise money will not make the enterprise bigger, stronger and long-term." China Science Investment Promotion executive vice President Zhang Xiaopeng said.
Therefore, the baby and child industry investment and financing service center is such a platform to connect with each other. In the future, more investment institutions will join it to give impetus to our baby and child industry.
I have the enablement. Where is the increment?
"For the channel to grow, we need to provide high-quality differentiated products and create a new path to consumers. Not only to do a good job of service, do offline must be combined with the store to do a good job of consumer-facing service. Including the promotion of entertainment, give full play to the inherent inherent advantages of offline stores, the whole increment." Tan Xujun, founder and chairman of Bekang brand said.
For years, the competition in retail has been one of terminal interception, where whatever happens to a customer on the way from home to your store can become an entry point for you to intercept you.
So what should we do?
"First, precise market positioning and optimization of category structure; Second, alliance with excellent manufacturers, effective division of labor and coordination; Third, terminal empowerment, enhancement of various capabilities; Fourth, enhance content service, deepen customer relationship through professional content service; Five, manage continuously, learn how to use people, how to empower." Cheng Shaoshan, a famous marketing expert, said.
When it comes to empowering employees and improving content services, King of Children has to be mentioned! With a background system, the enabling mode of enabling front-end sales gripper has set off a frenzy of imitation in the industry! "A lot of times when we buy something, or when we go to a mall, what we decide to consume is not only the price itself, or the product itself. It may be because we have some kind of emotion." Children king CTO He Hui said.
King of Children, which has been completely digitized, is more like an Internet company to realize the network accurate connection between channels and customers. "If you don't have a vision, it's hard to stay motivated for a very long period of time." Said Guo Junjie, co-founder and CEO of Fan Dengshu.
"I think one of the key points is how to accurately understand our consumers. At this point, our understanding is that today's post-90s mothers have become the natives of the Internet. They do not artificially distinguish between online and offline. I think it's a closed-loop, all-dimensional fulfillment of what she needs when she needs it." Leyou Pregnant Baby founder and CEO Hu Chao focuses on how to block consumers through all channels.
But without the Internet gene, are we going to do nothing?
"In the early days of my development, people were still a little narrow in their thinking, that is, they dominated the profit. When there is more competition and consumers have more choices, brand empowerment and supplier empowerment form an effective grafting of our ideas, strategies and resources, which is actually the most effective way to bring about the growth of our entire store." Said Yang Huichen, chairman of Hebei Wangziyang.
Fu Chunping, vice general manager of Hainan Tianjian Rui Er, thinks that we should pay more attention to the cultivation of talents and the improvement of skills. Now we are not only a product knowledge training; Secondly, the optimization of shopping environment in stores, product display and some knowledge output, no longer expect employees to introduce to customers, customers can buy on their own, which increases the re-purchase rate of customers.
"However, in counties and towns, the improvement in quality is slower. We are also strengthening the frequency and specialization of staff training, such as using wechat for training, such as using online multimedia for training, live broadcasting, and finally through a unified incentive system to improve." Hunan Dad love chairman Tang Li said.
"In this regard, it is still a little difficult to train a shopping guide to be an all-rounder. After all, we give him too much knowledge, such as to sell products, to educate children and so on. As mothers and babies, we need to build our own professional team, and only by our professional team can we let customers get cognition, experience and professional service." Love baby Beimei chairman Yang Chunpeng said in the dialogue session.
The past brand is to spend 200 million a year to let customers remember a sentence, and the future is an era of IP. In the future, even if it is a brand, it must have the attributes of IP, or actively approach IP.
Therefore, China Children Media and its partners jointly launched the IP evolution platform of China's infant and child industry, hoping to promote the rapid evolution of China's infant and child industry in IP. We hope that we can surpass the fast-moving consumer goods industry and durable consumer goods industry in this aspect. We are the industry that started later than them, but we will surpass them in IP.
The IP Evolution platform launch ceremony was jointly opened by Liu Lin, general manager of Zhongtong Media, Gao Guangying, co-founder and CEO of Mumsnet, and Song Yuanyuan, general manager of Penguin Fairy Tales.
"We have to change the mindset, we have to embrace online, online sales channels, online all the channels of publicity." Gao said Zhongtong has attracted Internet giant Tencent as well as vertical mother-and-child media such as Momnet. "Zhongtong is confident and have action, the translation of everyone's language, do a through the various marketing system, publicity system, sales system of the intermediary and media, we do things better together, give the brand more ability, let the brand do better, better service to our consumers." Liu Lin, general manager of Zhongtong Media, said.
"Penguin Fairy Tales and children's favorite international IP resources output cooperation, to empower enterprises to businesses." Song Yuanyuan, general manager of Penguin Fairy Tale, said.
With the profit capacity of milk powder and diaper "downgrade", how to achieve a new breakthrough in the profit category of maternal and child chain has become an urgent problem.
Feng Hongwei, general manager of Dumbo, said that in recent years, the children's wear category has gradually shown profit potential, Dumbo has consciously expanded the exhibition area of children's wear, "we are almost 50% to 70% of the area of a single store", "if normal this year, we can achieve more than 300 million sales, gross profit can achieve 43% to 45%. "And the moving-pin effect is also very good," the season generally maintains a sell-out rate of 82 to 85 percent.
2. Stores in provincial capitals and those in first-tier cities have completely different category planning; 3, category planning in addition to goods and services, to consider the proportion of the two; 4. Don't just look at the gross profit margin of each category, but look at the gross profit margin of this category.
Mi Shi made his first fortune by selling health products. "At that time, health care products accounted for 18 percent of the market, and at its peak, 22 percent," said Mi Hongfeng, chairman of the company, but he also believes that "if you don't have a scale, a team and two or three stores to make clothing, it is a fool's dream. You have to choose according to your natural endowments, your genes, and ultimately, your efficiency, your ability."
Li Maoyin, co-founder of Ala Xiaoyou and chairman of Tong Menghui, gives another answer: private brand or co-brand. "We have a very large chain system, and their private brand sales account for more than 40 percent, and the gross profit contribution is close to 70 percent." But at the same time, he said, "There is a very big trap on this road. If there is no brand promotion ability, no upstream supply chain research and control ability, and no sizeable volume, this road will not be able to go through."
Empowerment is all-round, whether in content or IT, including our internal management efficiency enhancement also needs the empowerment of modern tools. We need manufacturers to enable us in communication.
This mobile marketing ceremony is hosted by Zhongtong Media and attended by many top enterprises in the industry, such as Anginut, Beicom small white Diamond, Neuphit, Renzhichi, Bagme, Mecome, etc. This is the top event in the baby industry, where the industry's top leaders gather to discuss the peak topic of the current industry, an epic exploration, and jointly enable baby children to achieve incremental breakthroughs!
