On June 21, 2019, Moving-pin China Lianghu Station will be held in Wuhan, Hubei!
Organizer: Zhongtong Media
Strategic cooperation: Ruili Baby, Zhongtian Baby, Fan Baby, Ni pregnant baby, Beijia business, Hunan Dad Love
Co-organizers: Yingshang, Anginute, XiaoShuaiyang, New Visors, Tomson Bihealth, Yiduo
The name of the dinner: Newfit
Special support: Mother-child Valley, Yiyi maternal and child, Beibei bear maternal and child, Ke 'en baby, Aiying Beimei, baby nursery, Hunan Zi mother and child, Huaihua Sunshine Miao Miao, Hunan Yuegao business, Hunan maternal and child world, pregnant mommy purchase, Aijia pregnant and child, Hengtai Beibei, Baby Kang business, bear dad world, Liuyang Laguba pregnant and child chain, super Jie pregnant and child beauty, Hunan Youkang baby, Beirui, Micke Beibei, Hanchuan parent-child Square, Qianjiang pro and pro, Hunan Kangle treasure, Changsha Zelin food, small times, baby federation, Xintiandi pregnant baby, small Yue town
Pay attention to the child observation, back to the live broadcast
The article | ZhongTong monitor correspondent Brian Howe
On June 21, 2019, the "Two Lakes Station" hosted by Zhongtong Media came to a successful conclusion in Wuhan, Hubei Province!
Liu Lin, general manager of Zhongtong Media, said bluntly in her opening speech: Dot-pin is not only to do promotion and price war, but also to help enterprises do a good job in the early stage of service.
"Moving-pin Two Lakes is the third stop of Moving-pin China series of Zhongtong Media. In this meeting, Zhongtong brings two trans-boundary areas to the maternal and child industry: one is the trans-boundary of the region. A conference is held across two provinces, with one province going out and one province welcoming in. The second is the cross-border of the industry, to achieve the communication and sharing between the maternal and child industry and other industries, cross-border win-win."
The mother-and-baby industry needs to cross over
In the face of the changing market pattern, the market features of the two lakes have their own characteristics, showing the "fine Hubei", which emphasizes the brand and excavates the in-depth service, and the "Enterprising Hunan", which emphasizes the horizontal expansion of the mode in the era of large system.
Mr. Luo Wengao, founder and chief planner of Zhongtong Media, pointed out in his opening speech "Space and New pattern of maternal and child Industry (Two Lakes)" that in the maternal and child market, the pace of competition is accelerated, flow segmentation, channel situation is constantly broken, and the breath of death always suddenly comes.
With the birth rate falling, the bonus period disappearing, and the competition in the mother-and-baby market becoming fiercer, it is necessary to think of new ways to survive.
Wu Chao, general manager of Ruili Baby, put forward the idea of "using retail to play with our agent brand". This new strategy combined with upstream resources to boost the professional retail management of terminal. "Want to do a good job in the enterprise must learn to share, adhering to profit sharing, concept sharing, ideas sharing, brand sharing, resource sharing!"
Yao Pan, general manager of Fan's Infants and Children, said that in the 21st century, the main body of the maternal and child market presents one reduction and two upgrades, "the first reduction is mainly reflected in the disappearance of the demographic dividend, the cake is smaller, but the cake is divided by more; The two upgrades are about the upgrading of consumer demand and the landing application of mobile Internet technology, and the upgrading of Internet technology has driven the rise of the e-commerce industry."
This time, Zhongtong Media broke the traditional conference mode of maternal and child industry, and boldly tried cross-border communication in the industry. Zhao Gang, senior vice president of Liangpin Shop, brought his new retail concept to everyone: "Product, customer and technology are the three core elements of retail innovation."
Zhao Gang pointed out that consumer brands should always be aware of new consumer demands, and in order to achieve consumption upgrading, they should pursue customers' demands of "high quality, high appearance level and high experience". The success or failure of future retail depends on whether you truly understand customers. The success factor of a brand is not only a sense of design, ceremony, experience, but also a sense of social sharing.
Identify the direction of growth and focus of competition
As for the growth direction and focus of competition in the maternal and child markets of the two lakes, some brands also put forward their unique views.
Baby still general manager Jiang Lixin said, complementary food is gradually welcomed by more treasure mothers, they attach great importance to the results of the baby's experience of complementary food, so, only good products can bring continuous transformation and flow dependence. The model of Yingshang is not extensive distribution and relying on online traffic to complete sales, but based on the offline maternal and child channels, do deep digging, and jointly expand the share with stores.
Jiang Bo, assistant general manager of Anginute, believes that in order to realize the service marketing model oriented by moving pin, it must be divided into three steps: first, to create differentiated products, launch health products covering the nutrition of the whole family; Secondly, to strengthen professional training, the implementation of skills certification, staff skills improvement and consumer training; Finally, the implementation of effective moving pin solutions, to create Anginute six moving pin tension.
"The core of cultural marketing is to achieve customer value", this sentence has been the starting point of Newfit brand. Wang Haitao, the first person in maternal and child culture marketing and the chairman of Newfit Dairy, said bluntly that Newfit is to create a communication platform with artistic forms as the link through cultural and creative products to provide cultural empowerment for C-end consumers. Through business schools and workshops, a service platform with education as a bridge is built to provide knowledge empowerment for the mother and child shop assistants at the B end.
We have ushered in the "explosion era" of nutrition products for infants and children. Market changes, consumption upgrading and international policies have provided good development opportunities for the development of nutrition products for infants and children. However, channel dilemma, trust fault let baby nutrition market into the "mixed" dilemma, how to break the situation? Wei Xin, general manager of SunViss, said: "Only by opening up the brand, channel and terminal, and establishing mutual trust, can we usher in the real 'explosion era' of nutrition products."
Huang Qian, also a brand representative of nutrition products, integrated marketing director of Tomson BiHealth Natural Doctor, put forward another view: nutrition is of special significance to maternal and child health, and is evolving from a non-essential to a necessary. Nutritional products should not only pursue high gross profit, but should pay attention to long-term and stable development, the knowledge of nutrition to consumers.
When the wind dies down and the turning point arrives, how to land softly
Wang Chen, editor-in-chief of China Children Media, said in his report on Maternal and infant Market Channels in the Two Lakes Region that factors such as the macroeconomic downturn, falling birth rate and increasing breastfeeding rate have resulted in no source of water for brick-and-mortar stores. Before everyone relied on the "wind" blowing up, now the "wind" has weakened, how the store should develop, depends on you are hard landing, or soft landing.
Peng Yunhui, founder of Hunan Momazi Valley, said the original stage of the industry was centered on self-management, while the second stage was centered on user management. In the second stage, there are two significant features: one is the professional operation. Through IT introduction, customers can be accurately identified to conduct data-oriented operation; The second is the ability of operation. Through the joining of cross-border talents, the professional management dimension of maternal and child industry is enhanced.
At present, many mother and baby stores are trying to expand profits through community, but there are three pain points in community operation: inability to scale, control and filtering of negative information, and inactivity of groups. To this end, the famous community marketing expert, community those things founder Liang Wenbin to bring you a keynote speech: maternal and child store members potential mining and store extension.
Liang Wenbin said that the key is to realize the process of drainage, operation, conversion and then fission. The mother and child community should use the community to transform, sell, and increase the number of our customers, consumption amount and customer referral through the community.
The arrival of the "inflection point" of the maternal and child industry has increased an invisible pressure to the market. In the face of the pressure, how do the agents of the two Lakes complete the transformation and upgrading?
Zong Jun, chairman of Zhongtian Ruili, said that in the milk powder industry, some strong second-tier brands have grown rapidly, with a large number of marketing activities and very innovative marketing methods, which have raised the appetite of the whole maternal and infant consumer groups. Now, there is a marketing method is the mobilization of the whole people, to mobilize the enthusiasm of all employees, and then concentrate on hitting the explosive products.
Beijia general manager Cheng Mo believes that inventory pressure and capital pressure are the biggest problems facing agents: agents in the middle link, these two kinds of pressure will make cash flow appear crucial, if there is no cash flow, no good idea can be landed.
"When choosing milk powder, my standard is to recommend the products that my children can eat." Wuhan Hanyu general manager Wang Dicfei blunter, "Now the rise of domestic powder quickly, products to have absolute advantages, the best is to do differentiation, or state support, or its own scale is very large."
Luo Li, vice general manager of commerce and trade of Hunan Yuegao, pointed out that the demand of terminal stores has changed. Before, most of them were discounts and naked prices, but now they have changed from these two demands to moving sales. Agents are even required to help them do store planning, category sorting, staff training and large-scale event planning.
Agents face the pressure, actively seek changes, then, how to excavate the channel store growth momentum?
Tang Li, chairman of Hunan Dadai, said that the maternal and child market in Hunan has changed a lot in the past two years. The stores began to develop into full-category stores with a great change in image. Especially towns and counties have regional chains, store branding began to gather, forming chain competition of brand stores, this is a trend.
"The gross profit of milk powder is the foundation of the mother and baby shop, because it has the largest volume. If the gross profit of milk powder cannot be maintained, the shop will hardly survive." Tang Zhilin, chairman of Hunan Huaihua Sunshine Miaomiao, believes that the margin of milk powder has a lot of room to improve. At present, it is definitely going to high-end development, including sheep milk powder and organic milk powder.
Yang Yuanlin, chairman of Hunan Zimother Pregnant Baby, said that he has been adhering to three principles of product management: one is to manage every single product, and the product should be streamlined; The second is to manage to each shelf, the display authority of each store is controlled by the headquarters; Three is management to each batch, meticulous management.
Yang Chunpeng, chairman of Hubei Aiying Beimei, put forward that the customer base overlaps between service and retail, and maternal and child chains can use commodities as gift coupons to provide service projects. As long as they receive this coupon, people will have the psychology of being cheap. When they go to the store, they will look at the professionalism.
Now that the birth rate is falling, how to increase sales, how to enable consumers to create more value. What Wang Chunlian, general manager of Hubei Pregnant Taste Mommy Shopping, advocates is to increase customer loyalty, so that customers can generate sales value in Mommy shopping. After the price of customers increases, the problem of declining birth rate can be balanced relatively.
Yan Jinmei, general manager of Hubei Manai Maternity and Baby Shop chain, is not worried. She believes that anyone who runs a chain can do anything they can't do. Even thousands of retail SKUs can do well, as well as service projects. The most important thing to do the service project is the professionalism and the service project itself. At the same time, it is also necessary to build the brand, establish the core team and improve the salary system.
Wang Chunming, the founder of Hubei Hengtai Beibei, is also approaching service projects in recent years. He pointed out that the maternal and child industry needs diversified and multi-channel marketing methods. The essential difference between retail and service, which used to be the operation of goods, is now transformed into the operator, including the recent new retail, revival marketing, etc., which is also closer to the operator.
Finally, Gao Dongmei, president of Zhongtong Research Institute, released "Data Insight - Report on Maternal and Infant Consumption Behavior in the Two Lakes Region". The report pointed out that maternal and infant consumption in the two lakes is roughly in the second tier in China, which is divided according to the consumption quota or the proportion of consumption amount. The characteristics of the second tier consumer market is that the scale growth is slowing down, because the population base and consumption upgrading have been driving this market. Although rapid growth is difficult, it is still much better than other industries.
Next, Shanghai, moving pin ceremony, be there or be square!
