Miaofu, a brand of Zhejiang Mili Biotechnology Co., LTD., just went public in September 2018. Within half a year, Miaofu has entered more than 3,000 well-known maternal and infant stores in 15 provinces, such as Baby Room, Aiwa and Baby Room in Fujian, Wangfujing, Pregnancy and Baby Plan, Pregnancy and Baby Xintiandi in Sichuan, and Yingge, Boys and Girls, Sunshine and Beibei in Yunnan. A number of well-known and high-end stores in Hubei such as Baokang, Holding Sun and Mommy Purchase, Zhejiang Xinjuxin, Baolian Lamp, Leyou Aier, Jiangxi Aibaby Care and Grupi will promote it as a high-end washing brand in the regional market. After it was put on Tmall, it was recommended as a representative brand of maternal and child washing and care in the maternal and child channel.
On what grounds?
Six months into 3,000 stores, Miaofu why?
2018 is the first year of the new policy for milk powder, but also the whole baby industry collective chaos period, adjustment period. By 2019, it will be a crucial year for the collective upgrading of maternal and child industries. As the commercial end of "closest to consumers", maternal and child stores not only have to face rising operation and management costs, but also have to constantly adjust the category structure and brand structure to meet the more rational and unpredictable needs of the post-90s new mothers. Maternal and child stores have been relying on the sale of milk powder and diapers, but due to the sharp decline in the number of milk powder brands, The concentration of the two categories of brands is getting higher and higher, and the profit space is getting lower and lower. As a result, the overall benefit of the stores is getting worse and worse, and the living space is getting narrower. Almost all the stores are trying to find the category breakthrough.
Therefore, only by achieving the category and brand structure of "no one has what I have, and no one has what I have", can maternal and child stores form unique operational competitiveness and combat traffic diversion.
"I specifically wanted to find a brand that would support the whole category for my company. The risk of milk powder is too high, the profit of diapers is too thin, after the consumption upgrade, the most frequent scene of mother and baby is definitely washing." "Said a young boss who had been the provincial representative of milk powder in Sichuan Province for many years.
"I was really surprised when I touched Myofu. The first impression is that the level of appearance is high and young people will definitely like it. Later, after communicating with the brand for many times, I learned that they had spent 3 years debugging the formula and polishing the product, making safety the highest product strategy of the company, and got a full score on "Beautiful Practice", an ingredient evaluation agency with high prestige among young users.
"At that time, I felt like a treasure, so I promoted it to local high-end customers, such as Wangfujing, Pregnancy and baby plan, pregnancy and baby Xintiandi really smooth cooperation."
Miaofu's powerful magnetic effect has given the young boss a good start in his transformation.
"This year, I especially want to achieve a small goal for myself, to achieve 5 million to 8 million, so as to drive the overall category structure transformation of the company."
100% energy to do 5% of the revenue, why the store?
As we know, the proportion of washing and care products in maternal and child stores is not more than 5%, many people do washing and care products "with", never take washing and care products as the main product, the store display is very random, if there is no professional operation, it is also unable to get the moving pin. How this young boss can reverse the inertia of the mother and baby store and achieve a "small goal" in life
Fortunately, most of the more than 3000 cooperative stores are the pioneer stores that "just need a high-end washing and care products". They have reached a consensus in consciousness, and the method needs the full cooperation of several parties.
As the brand side, Miaofu should take the leading role in the commercial chain.
Starting from 2019, Miaofu has fully launched the "Help Plan for Moving Pins" :
First of all, in terms of product structure, Miaofu launches two theme seasons: spring, summer and autumn and winter. Different products and themes are used to meet the marketing activities of stores in this season.
Miaofu closely around these two themes, the monthly launch of moving pin program. If the store does not do or is unable to do the moving-pin plan, Miaofu will cooperate with agents to help the store implement the moving-pin plan. While some stores need to bundle and sell with other categories, Miaofu will also do its best to assist the stores to produce a highly integrated selling plan.
Secondly, Miaofu usually puts product training in the foreground, such as the mosquito repellent series and Edelweiss baby cream featured in Miaofu in spring and summer, and starts intensive product knowledge training in January and February.
"Now the staff structure of the store is becoming younger and younger. From the boss, the store manager to the shop assistant, they have higher and higher requirements for products. They must pass their approval before they can be recommended to customers. The product training that was going through the motions is definitely not going to work." Said Yang Teng, who is in charge of the overall operation of Miaofu.
To this end, Miaofu needs to prepare more detailed product manuals, product knowledge Q&A, sales techniques, user purchase process simulation and so on. In addition to training in product knowledge, Miaofu also goes to the stores to provide them with display guidance, including the placement of stacking heads, the display of shelves, the creation of atmosphere, and the design of moving lines. In full accordance with the requirements of the big series, Miaofu helps the stores to create a high quality atmosphere.
"At first I thought Miaofu was a big foreign brand entering China, and I was surprised that the team was so professional and flexible." "Quipped an agent in Fujian.
In addition, the "Moving Sales Support Plan" of Miaofu has a complete after-sales service mechanism for the inventory of maternal and child stores at the end of the period, so as to relieve the worries of maternal and child stores. According to Mr. Yang Teng, if the moving sales plan is strictly implemented, there will be no shortage of goods to be sold, but it will undoubtedly reassure all the partners. It is not difficult to see that the Miaofu team has great confidence in its own products.
In the choice of partners, Miaofu is also based on this standard.
"When we choose a partner, we must first be very confident in our products. Second, not only must you have confidence in your business, but you must also have the determination to transform your business. In this way, we can work together to get rid of the vicious cycle of the current stores, so that new categories contribute more and higher shares to the stores, and improve the overall effect of the stores." Yang Teng's passionate talk contains a sense of confidence that will infect agents, stores, and ultimately consumers.
"The maternal and infant industry is a market that pays attention to emotion, and the sale of commodities is the transfer of emotion. Maternal and infant stores should be good at playing the emotional marketing card in the process of marketing and service. Baby skin care products rarely provide product samples. The important thing is to build trust with your customers. They trust you, and the return rate will increase." Yang Teng stressed again.
