Introduction: Henan maternal and child market is entering the stage of brand, agent and channel highly tacit cooperation.
On March 21, 2019, the "Movable Pin China · Henan Station" hosted by Zhongtong Media was successfully held in Zhengzhou, Henan Province.
Strategic cooperation units: Henan Heyitang Trading Co., LTD., Zhengzhou Jieyu Trading Co., LTD., YingTemei (Zhengzhou) Promotion Agency for Women and Infants, and Zhengzhou Baolang Health Management Co., LTD
Co-organizers: Ying Shang, Nutri One Nutrition, Xiaoshuai Yang, Ying's, Shiyule, Carnation, Adari
The title of the dinner: Newfit
Special support: Zhengzhou Richu Trading (Group) Co., LTD., Zhengzhou Baby Online Maternity and Baby Products Co., LTD., Baby Tong Kang Shopping Plaza, Zhangshu Milk Powder Monopoly Marketing Co., LTD., Jiaozuo Aiduoduo · Baoai Baby Products Maternal and Baby Chain, Nanyang Yimi Baby Guang Maternal and Baby Chain, Luoyang Good Mommy Chain Maternal and Baby Stores, Luohe Baby Square Maternity and Baby Products Co., LTD., Zhumadian Jixiang Trading Co., LTD., Zhengzhou Dream Xiang Pregnancy, Baby and Children Management Consulting Co., LTD., Henan 18 City Trading Co., LTD
Mr. Luo Wengao, founder and chief planner of Zhongtong Media, pointed out in his opening speech "Growth Direction and focus of competition" that the five "new" of the maternal and child market, namely relying on new groups; Capture new categories; Breed new brands; Apply new technology; Building new business forms. In the future, the store should focus on the following aspects: foreground value and background efficiency; Major; Mature category and growth category; Sensitivity to new consumption orientation; The speed with which parenting counselors are trained.
Zhongtong Media founder and chief planner Luo Wengao
In particular, "sensitivity to the new orientation of consumption" is very important.
"Now consumer groups constantly transform, consumption concept can be said to be an instant change, so that the store" impossible to guard against ", so, selling products is not we can lead, mother and child should strive to change, learn, because the change of The Times is not upstream control, but consumer control. Zhang Shu milk powder chairman Zhang Shu said.
Zhang Shu, chairman of Zhang Shu Milk Powder
Therefore, after the rapid development of maternal and infant industry, it began to enter the era of intensive farming.
Because mothers and babies can no longer "keep their heads down" to do business, to get out of their "comfort zone", to get close to consumers, to feel the changes of The Times, and more importantly, to make changes.
The maternal and infant industry has entered an era of refined cultivation
Tan Yue, special lecturer of Zhongtong Knowledge Hall and chief expert of Youlan Consulting, said that in China's maternal and child industry, the degree of homogenization of enterprises is getting higher and higher. It is difficult for products to have lasting unique selling points, and maternal and child stores are all similar. The growth of more enterprises or stores is too dependent on heavy sales promotion, high incentives for shopping guides, enterprises fall into the red sea, struggling to survive; Brand profit thinning, how to do category brand choice is a compulsory course for stores.
Zhongtong Knowledge Hall special lecturer, excellent blue consulting chief expert Tan Yue
Therefore, the first premise of fine farming maternal and child industry is fine farming subdivided categories.
Jiang Lixin, general manager of Yingshang, said that complementary food, which used to account for only 2-3% of the small products in maternal and baby stores, hides a huge blue ocean market behind it. "On the one hand, the change in the feeding concept of post-90s and post-95 mothers has driven the growth of this industry. It is expected that the penetration rate of supplementary food will rise from 20 percent to 50 percent in three years. On the other hand, the infant fashion strategy is clear and has fully driven category growth by extending the consumption cycle of complementary foods to nine months or more."
Baby Shang general manager Jiang Lixin
Li Anwei, general manager of Bao LAN, believes that in the future, maternal and infant products are a segmented industry, and nutrition products will increase significantly, but the existence of nutritional products chaos is indeed objective, so we should carefully select nutrition brands, do nutrition scientifically, and do the increment carefully.
Lee Anwei, general manager of Bao Lang
Wan Jianming, the core founder and vice president of Yingshi Holdings, also believes that the increment of subdivided categories will rewrite the pattern of the second half of the infant and children, and the three categories with more potential: complementary food, into trousers, nutrition products, will soon embrace the increment of 100 billion. Wan Jianming said, "The penetration rate of complementary foods needs to be improved, and is expected to increase by more than 70 billion; Pants into the current growth rate of 1.7 times that of the market, consumer market education is still deepening, the growth trend objective; And probiotics is expected to achieve 200% growth in five years, rising to 100 billion yuan industry, ushering in a blowout development."
Ying Holdings core founder, vice president Wan Jianming
However, Zhang Yongqiang, general manager of Ying Temi, cautioned: "The growth of emerging categories is important, and the strength of traditional categories cannot be ignored, such as supplies, which still play a very important role for stores."
Zhang Yongqiang, general manager of Ying Temi
Wu Yaming, general manager of One Meter Baby Light, also shared the successful operation model of the emerging segment. Wu Yaming said, "We tried to use partnership to open the store and extend to other categories. Category partnership is done by one or two people and then shared with the company. In this way, the attention, learning ability and spontaneity of the person in charge will be strong and worth learning from."
Wu Yaming, general manager of One meter Baby Light
The transformation in category structure is only the first step, and refined operational management is an important "engine" to promote high growth.
Wang Jinghua, founder of Mido Big Data, said that in the Internet era, especially the post-90s consumers have been greatly "spoiled", "what the store needs to do is to meet its" three senses ", that is, all-weather, full scene, full experience; The sense of presence, participation, ritual, achievement, happiness."
Wang Jinghua, founder of Mido Big Data
How?
Ironwork also needs its own hard, whether agents or stores, should be prepared for fine operation management.
Yang Changdong, general manager of Heyidang, said that agent choice is greater than efforts, choice is the part of strategy, efforts is the part of tactics; With the intensification of market competition, the positioning is becoming more and more narrow. It is forced but also active choice. The positioning should be accurate. Upstream and downstream become professional, middlemen need more standardization, specialization.
Hejitang general manager Yang Changdong
Li Haijun, an expert in store operation and management of maternal and child industry, said that maternal and child stores are an important link between brands and consumers. In order to provide consumers with better experience, we must attach importance to big data and constantly enrich and apply big data.
Li Haijun, mother and child industry store operation management expert
Guo Jiangtao, general manager of Baby Home, also believes that "maternal and child stores should realize online and offline interaction, online drainage, offline lock customers; Pay attention to product structure adjustment; Focus on professionalization."
Guo Jiangtao, general manager of Baby Home
"What is more important is not only to be able to think, but also to do, to clear their origin and original intention, step by step, time to implement." Zhang Xiaowu, general manager of Rishu, said that in this process, the team's execution is the most important.
Early general manager Zhang Xiaowu
Therefore, Xu Lin, president of Jiaozuo Aiduoduo, said that the store should tend to employ young people, so as to be closer to consumers. At the same time, we must not be afraid to train new employees. Through the "master apprenticeship system", the new employees can be familiar with the process and business during the three-month internship, which will bring huge benefits to the store.
Xu Lin, chairman of Aiduoduo, Jiaozuo
Brand, agent, channel into the tacit cooperation stage
Wang Chen, editor-in-chief of China Children Media, said that infant milk powder is still the core of sales and gross profit when he released the Research and Analysis Report of Henan Regional maternal and child market. Consumer imitation, market level is compressed, second-tier brands fierce competition, but also the biggest opportunity. Bare price operation is not so popular, hope the supplier to move the pin.
China Children Media editor Wang Chen
Therefore, the supply side also began to make changes, using their own advantages to help the channel into mobile marketing.
For example, Wang Haitao, chairman of Neufett, is targeting "cultural marketing" to boost maternal and child channel marketing and business growth in Henan. Wang Haitao said that "cultural marketing" is an important support for maternal and infant traditional retail to new retail, "cultural marketing" series of tools is a powerful weapon to capture the mind of consumers.
Wang Haitao, chairman of Neufett
Another example is the well-known formula milk powder brand of France, Adalic, through mature brand strategy and terminal pin strategy, has formed long-term and stable cooperation with its stores. Wu Ping, sales director of Aidali Business Division, said, "As the consumption distance between cities, counties and townships is narrowed, the market level is compressed, and the brand concentration begins to accelerate. Small and medium-sized stores need brands that not only have the guarantee of profit space, but also have a series of brand background, product quality, professional team, after-sales service and other guarantees."
Wu Ping, Sales Director of Adalie Business Division
Yao Saiyu, general manager of Jieyu Trade, said in the talk show segment of "Channel New mainstream", "the current way of survival of agents, first, the integration of resources, second, service grafting and service specialization in the subdivision plate. This is a complete process of integrating core resources, integrating good brands, integrating good models, and then effectively docking to the stores, to provide high-quality services for the stores."
Yao Saiyu, general manager of Jieyu Trade
All the foregoing category management and adjustment boils down to one point: to meet consumer demand.
Meng Xiangqiang, general manager of Gutai, said, "Meeting consumer demand is an eternal topic. What we need to do now is to meet the needs of consumers. Each generation of consumers has its own characteristics, and mothers and children must take the initiative to understand the characteristics and preferences of consumers, rather than serve them according to our own ideas."
Gultai general manager Meng Xiangqiang
So, both agents and retailers have made important efforts: agents have changed to better serve retailers; To help retailers make changes to better serve consumers.
From moving pin Henan to moving pin China
Tencent parenting penguin fairy tale editor-in-chief, penguin mommy general manager Huang Luhua said in the release of "Henan market consumer behavior research report", central China's mother in the purchase channel choice and the national mother consistent, and promote the national mother to go offline to buy the primary factor is to touch the product is reassuring, and central China's mother is important to buy and use.
Tencent parenting penguin fairy tale editor-in-chief, Penguin mommy general manager Huang Luhua
Therefore, we can see that although consumers are universal across the country, there are still great differences when it comes to a specific region.
This has also created maternal and child markets in different regions of the country with different levels of development.
Liu Lin, general manager of Zhongtong Media, said sincerely, "After research, we have selected Henan, Anhui, Shandong, Hunan and Hubei, Guangdong and Guangxi as our key landing areas this year. These regions have prominent industry characteristics, relatively high birth population, and obvious characteristics of infant and child industry development, and special attention is paid to agent stores."
Liu Lin, general manager of Zhongtong Media
However, moving pin, once narrowly understood by many people as promotion, actually means much more than that.
From Henan to China, from the manufacturer to the agent, from the agent to the store, from the store to the consumer, the chain needs the complete cooperation of all links.
"Zhongtong Media will continue to explore good methods and new methods on the subject of moving pin, make more use of the rich resources of Zhongtong, combined with the excellent cases of FMCG, daily chemicals, household appliances, building materials, e-commerce and other industries, through continuous research, to provide you with more ideas, but also hope to provide you with effective methods and tools."
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