On May 15-16, 2019, "China · Anhui Station" was launched in Hefei, Anhui Province.
Organizer: Zhongtong Media
Strategic cooperation units: Liujinsui/Sukang International/Niuniu Baby/Besten/Luye Trading/Boluo Consulting/Libai Trading/Youyoucao/Yibaokang/Maternity and Baby Market Report
Co-organizer: Yingzi Baby Shangdawei Plus New Visbeth Beauty Anginute Blue River Younengjia...
The title of the dinner: Newfit
Special support: Anhui Yifeng/Aiying Golden Cradle/Junhai Trade/Chengai Trade/Yingtonggu/Mama Zan/Fengqi Trade/Orange Fruit Mother and Baby/Link Yi Maternal and Baby/Haiju Trade/Anhui Pregnant and Baby Industry News/Tongbei Maternal and baby/Yinlemei/Little Sun/Yige baby/Baby Times/Deer Baby and Baby/Chongyue Trade
On May 15-16, 2019, the "China · Anhui Station" organized by Zhongtong Media was successfully held in Hefei, Anhui Province.
"In today's competitive marketplace, death often comes suddenly."
Zhongtong Media founder and chief planning Luo Wengao in the opening speech "the direction of growth and the focus of competition" first pointed out that Anhui maternal and child market environment competition and opportunities coexist, manufacturers, agents and channels should rely on new people, capture new categories, breed new brands, the application of new technology, the construction of new business forms mining new market increment.
Zhongtong Media founder and chief planner Luo Wengao
In particular, "relying on new people" gets to the heart of the problem.
Li Ziwen, founder of Mutual help mother platform, in the "Anhui Regional maternal and child market consumer behavior Research Report", deep analysis: "At present in Anhui Province with children under the age of 3," good reputation ", "good products" and more professional services are the core incentive to buy maternal and child products.
Li Ziwen, founder of the Mutual Help Moms platform
Break through to subdivision category
And more professional services, we need to focus on more subdivided areas, starting from the expansion of subdivided categories.
Wan Jianming, the core founder and vice president of Yingshi Holdings, is quite insightful in the layout of the maternal and infant industry. From enhancing the brand power of complementary food, to mining the increment of pants in diapers, and to the new probiotic strategy, Yingshi is stepping forward to the "peak" of subdivided categories with world-class standards.
Ying Holdings core founder, vice president Wan Jianming
Liu Meiting, senior brand manager of the Marketing Department of Besbeauty, is also confident about the future of the complementary food industry. She believes: "The market potential of infant and infant supplementary food in China is huge, the compound annual growth rate in the next two years will break through 30%, the category structure of supplementary food will usher in a round of adjustment, and the management of supplementary food category will become a key part of the increment."
Liu Meiting, senior Brand Manager of Besmei Marketing Department
As for nutrition products that are booming in recent years, Wang Qun, assistant general manager of Anganute, has a detailed thinking: "With the younger consumer group, nutrition products will gradually change from non-essential consumer products to just needed products. At the same time, it also prompts many enterprises to enter the market, and the problem of homogenization is serious. Only adhere to the focus on category segmentation and professional services, in order to pull out the top in this fierce market competition.
Wang Qun, assistant general manager of Anginute
So, what kind of operation method should the brand use, in order to win the terminal, get market share?
Wang Haitao, the first person in maternal and child culture marketing and the chairman of Newfit Dairy, said: "In the current market, milk powder brands have not yet entered the minds of consumers. They still rely on strong commodity attributes and commercial means to cut market shares and occupy different market positions. Then, how to use culture to capture the minds of consumers is the ultimate marketing challenge."
Wang Haitao, the first person of maternal and child culture marketing and chairman of Newfit Dairy
Yu Weimin, general manager of Dawei Plus, believes that with the dividend depletion of population growth and the enhancement of national consumption, the growth of traditional milk powder and diapers is facing great challenges. If we follow the trend and expand customized products of brands and provide high gross profit and controllable price for channels, we are bound to cut the biggest piece of cake in the trend of channel sinking.
Yu Weimin, general manager of Dawei Plus
Wu Wenxue, vice president of the IMC Marketing Center of Blue River Group, said, "Consumption in China's first and second tier cities is downgrading. The third and fourth tier cities show the trend of consumption upgrading. Consumers are no longer willing to pay for IQ tax. It is the best way to take technology as the core, do category iteration, and ultimately lead to industrial integration.
Wu Wenxue, Vice general manager of IMC Marketing Center of Blue River Group
Change and upgrade of agents
The same as the brand's unremitting pursuit of change, Anhui's agents have never stopped exploring in the market competition -- on the whole, China's maternal and infant industry chain is "dumbbell" -- strong at both ends and weak in the middle. But Anhui is the opposite of the situation, agents are stronger.
Zheng Xianqiang, general manager of Yibaokang, offered a solution to this phenomenon at the roundtable: "For a long time, Anhui maternal and child market is relatively harmonious, the relationship between counties, and between prefectures and prefectures is too good, which gives birth to these big agents. Agents are able to embrace new technologies and the Internet to increase their competitiveness."
Agents are too powerful, so they want to do well in their own service business, some of them will choose to enter the terminal retail.
Besten general manager Shen Xiaohu believes that the agent into retail, the result is often unable to adapt to the local market and hit the head. He prefers to position Besten as a professional milk powder operator, not involved in retail, but to build trust with channels and concentrate on operation and service.
As for "service channel", Li Ansheng, vice general manager of Luye Trading, has a clear positioning: "As an agent, I don't want to be the" reaper "of the brand, nor simply want to help the channel to pry over the customers of Lao Wang's family next door, but I hope to convey to the stores that business is difficult now, we should work together to analyze the changes of consumers."
Speaking about the changes in the consumer population, Chen Dalin, general manager of Youtech, said, "Although the decline of the newborn population in China will lead to a decrease in the sales volume of the infant and child industry, the volume of infant and child products is on the rise. China strongly advocates the concept of good birth and good care for children, and the consumption of mothers and infants continues to upgrade. In the future, the trend will be medium and high-end, with experiential consumption as the core."
Wang Zhonggui, founder and general manager of Liujin Years, has made deep efforts in the "experience" of subdivided categories. She also shared the successful operation mode of emerging supplementary food categories at the roundtable, such as making pizza together with stores, parent-child DIY activities, etc., which is enough to prove that zero supplementary food can be increased through "experience".
Qi Chi trade general manager Wu Zhong also very agree with the deep subdivision category, he said: "Do the first on the track can, don't always think of cross-border. Now speaking of the specialization of complementary food, is to do the best in a subdivision area, which can also reduce the risk of agents."
However, Sukang International general manager Zhang Lei has a more macro view: "I appreciate the Anhui southern Anhui channel business idea, the southern Anhui single business area is the largest, the most sound category, in recent years, remarkable achievements, all rely on bold innovation and integration. So the maternal and infant industry needs to cross boundaries, needs to integrate, needs to go out and embrace more resources to enrich the whole industry."
Explore the growth momentum of mother and baby stores
Wang Chen, editor-in-chief of Zhongtong Media, mentioned in the "Anhui Regional Maternal and Child Market Channel Report" that Anhui Channel is facing the trouble of decreasing customer flow and decreasing customer orders in 2019. The most obvious performance is that rent fees and shopping guide fees account for a high proportion of the store cost, which basically determines the profit and loss balance of the store.
China Children Media editor Wang Chen
Anhui channel has to find a new way of thinking, from the original simple Maori thinking and promotion thinking to the development path combining product power, brand power and service power.
However, Anhui channels explore new thinking in different ways.
Cheng Gaoxiang, general manager of Wuhu Little Sun, can obviously feel the change of young mother's attitude towards the store. They know the brand very well, and prefer to have some novel things in the store. The channel can only choose to follow the trend. Yige baby general manager Yu Liang also holds this view: "Pay attention to what consumers need in the end, in order to get the trust of consumers, really into the nature of business - to meet the needs of consumers."
For example, Zhang Feng, chairman of the Golden Cradle of baby Love, believes that it is very important for channels to take the initiative to go out and expand customers. "It may have to be divided into several dimensions, not only to go out, but to which aspects to go, to attract consumers."
For another example, the two-child economy has a certain impact on the product structure of Chen Xiaohong, the general manager of Niuniu Baby, because when it comes to clothing and cribs, consumers will leave the products of the first child for the second child. In order to seek for increase, Chen Xiaohong has made some research in the direction of postpartum and food.
Sun Jingang, chairman of Unengjia Marketing Company, plans to work hard on quality, and is expected to invest 1 billion yuan to build China's first goat milk city in Shaanxi Province, creating a two-hour ecosystem of goat milk with high technology and its own factory.
Wang Fakai, general manager of Parent-Child Town, made a summary of the channel's new thinking: "The decline of our business should not be attributed to the industry trend environment is not good, or attributed to the decline of a period of milk powder, more should be to think about ourselves, we did not do the due details.
From pin China to pin Anhui
Famous community marketing experts, community those things founder Liang Wenbin in the "community marketing - maternal and child store members potential mining and store expansion" in the analysis of the underlying logic of maternal and child industry community operation: "From ancient times, fission is not a new thing, all can guide users to spread and share the operation behavior. From the drainage of the construction group to the maintenance and transformation, these links are indispensable.
Famous community marketing expert, community founder of those things Liang Wenbin
From this point of view, talking about the direction and trend is the part of top-level design. Only if the content is thoroughly studied and the execution ability is sufficiently grounded can we judge whether the road ahead is feasible. And obviously, at this stage in the industry effective operating system is poor.
Gao Dongmei, dean of Zhongtong Research Institute and Business School
Gao Dongmei, dean of Zhongtong Research Institute and Business School, said in "How to improve the channel team strength" : "Not seeing, does not mean the problem does not exist. The basic ability of future channel survival includes: commodity power, pin power, service power, operation power, communication power, management power, brand power, all of which are indispensable. Both individuals and companies should pay high attention to capacity building from now on.
This is also the purpose for China Children Media to organize mobile marketing China. From mobile marketing Anhui to mobile marketing China, from manufacturers to agents, from agents to stores, from stores to consumers, mobile marketing chain is a complete set of operating system, which also requires sincere cooperation of all links.
Liu Lin, general manager of Zhongtong Media
Liu Lin, general manager of Zhongtong Media, said at the meeting: "Some people doubt that just a conference can achieve a regional pin? Of course not, this year Zhongtong marketing Anhui market, will officially announce to you, hope from today to truly invite Anhui mother and child, with Zhongtong media seriously go out, seek more cross-border resources, for Anhui mother and child to create a thriving incremental market."
June 21, meet moving pin Xiange, be there or be square!
