On August 16, 2019, the "Mobile Marketing China Shandong Station & Shandong Maternal and Child Retail Summit Forum" sponsored by China Children's Media and Shandong Chamber of Commerce of Pregnancy, Baby and Child Products was successfully concluded in Jinan, Shandong!
In the past year, Shandong, the most fertile province, has suffered a sudden outage, with its birth rate plummeting by nearly 25 percent to sixth place in the country.
Demographic dividend declines, followed by the maternal and child industry "winter".
In the first half of 2019, few maternal and child channels in Shandong earned money. Jiaodong was better, and southwest Shandong directly became the hardest hit area in the first half of the year, with a general decline of 20%~40%, which was unexpected.
Zhongtong Media has moved from mobile marketing to mobile marketing in Shandong Province. It has always advocated mobile marketing not only for promotion and price war, but also for helping enterprises to do a good job in the early stage of "a foot in front of the door", which is particularly important for brand owners and channel operators.
Liu Lin, general manager of Zhongtong Media, said bluntly: "If you want to move the pin, you have to learn. Learning is not only a kind of cohesion, but also competitiveness and combat effectiveness. I think mothers and babies need to go out and bring them in. Through cross-border learning and communication, they can learn from each other's strengths and make themselves more competitive in the maternal and child market."
Liu Lin, general manager of Zhongtong Media
Shandong mother and child channels conservative and cautious. Mr. Luo Wengao, founder and chief planner of Zhongtong Media, pointed out in his opening speech "Store Quality Improvement direction and speed realization path" that with the change of industrial fundamentals, industrial competition logic and consumption logic, maternal and child industry ushered in a real inflection point period. While in Shandong maternal and child market, the potential of breakthrough is hidden in the maintenance. The agent empowerment, store upgrading and the help of external forces will become the realization path of the quality improvement of Shandong maternal and child stores.
Zhongtong Media founder and chief planner Luo Wengao
Wang Chen, editor-in-chief of Zhongtong Media, mentioned in the Channel Research Report of Shandong Maternal and Child Market that the macroeconomic downturn and the slowdown of various industries have caused the maternal and child market to fall into the anxiety of low passenger flow and falling customer orders. Shandong maternal and child market presents a pattern of "one super many weak, highly fragmented". With the enhancement of brand awareness and channel concentration, service has become the "life-saving straws" of maternal and child industry. Looking for blue ocean products, service transformation and reduction, and achieving scale will be the key to get rid of anxiety in channels.
China Children Media editor Wang Chen
On the opportunities and challenges of the growth of Shandong maternal and child market, some brand owners also have unique views:
"Category segmentation + professional services will become a major growth path for maternal and child nutrition products." "Said Wang Qun, assistant general manager of Anginute. It is by creating differentiated products, strengthening professional training and implementing effective moving-pin solutions that Anginute realizes the moving-pin oriented service-oriented marketing model.
Wang Qun, assistant general manager of Anginute
"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.
Wang Haitao, the first person of maternal and child culture marketing and chairman of Newfit Dairy
Wu Xiaogang, deputy general manager of Tomson BiHealth, said that in 2019, nutrition products accounted for 5.6% of the consumption of maternal and infant products, which exceeded that of complementary foods, becoming the fifth largest category. However, most of the small and medium-sized brands of nutrition products did not have the leading brand. In the nutrition market with the continuous influx of players and increasingly fierce brand competition, the sales of nutrition products in the future will not rely on the hard launch of channels, but rely on brand drive.
Wu Xiaogang, deputy general manager of Tomson BiHealth
"The dividend of population growth is exhausted, and category growth faces great challenges. Even if the gross profit space is sufficient, third - and fourth-tier brands still lack the motivation to rise." David Yu, general manager, raised his concerns. In his opinion, in order to create more incremental business opportunities, maternal and baby stores should realize the customization of large brands through mainstream domestic milk powder brands + high gross margin + stable and controllable price, and at the same time, they should also make use of good products + ultra-intelligent services.
Yu Weimin, general manager of Dawei Plus
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 in order for a mother and child shop to operate the mother and child community in a refined way, it should first have positioning, set thresholds and rules, and learn to flexibly use wechat and other auxiliary tools to realize the drainage, operation and split of the community, so as to increase the number of customers, consumption amount and customer referral amount.
Famous community marketing expert, community founder of those things Liang Wenbin
In the era of traffic, how should stores lock customers, some head chains have revealed their secrets:
Dai Zhonghua, the founder of Weifang Genius Dream brand, said that doing maternal and child service is like swimming project, store owners should set their own rules of the game, "no appointment, no order", precise drainage, with word-of-mouth service to increase consumer stickiness, drive store consumption.
The same is to do the service, Jining Prince sheep general manager Sheng Zhuo has a different opinion, maternal and child service is not only a drainage tool, also should not be cheap. "In the short term, if the service project is for diversion, it may fall into a price war and not make money, but in the future, the standard of maternal and child service will be refined and the facilities will be more perfect, and the price band will be more obvious."
Zhao Qian, general manager of Caoxian Beibeijia, pointed out that the most important thing to do maternal and child services is the persistence of brand power. The whole family is focused on doing some excellent service brands and trying to extend this brand power to the next generation.
"Our stores don't look like franchises or franchises." Said Zhang Zhonglei, general manager of Yantai Aishang pregnancy and baby chain. Aishang Pregnant Baby is trying to be a partner mode. The operation right of the partnership store is in the hands of the store, and Zhang Zhonglei is only responsible for the investment. The replication rate of this mode store is extremely high and very fast.
Shi Chengyan, general manager of Shandong Xinhuicong, put forward that great love should be in the heart to provide health care services. The maternal and infant industry cannot make quick money, especially the service should be long and steady, and the customers' goodwill should be increased through the professionalism and dedication of the service projects, thus driving the consumption in the front store.
Finally, Fang Hengjun, founder of Hengjun Beier & general manager of Youzhi Maternal and Child, said that doing maternal and child services, especially the work of childbirth is very special. The service work pays attention to communication and emotional exchange. Every time you serve a customer, you should establish a friend-like relationship with him, and don't treat customers as customers only.
In the age of speed survival, stores pay attention to how to lock customers, but agents pay more attention to the selection of products, so, what is the selection logic of agents?
Li Xinfang, general manager of Jinan Growth Little Spot Trade, pointed out that the rise of the post-90s and post-95s consumer groups, the Internet celebrity products such as popular products have a high liking. The appearance level is high, style is the biggest advantage of net celebrity products, but if there is no quality assurance, brand accumulation, this advantage will not be long.
"In addition to catering to consumers, maternal and child stores also need to know how to buy products. For example, cotton products are often selected according to their own wishes, regardless of consumers'" wardrobe ". However, as long as they can make differences in the selection of products, they can still make up for the gross profit of the store. Lin Xiang, general manager of Ji 'nan Youwuyoung Trade, said bluntly.
Zhang Chao, general manager of Jinan Love Baby Port pregnancy and baby products, said that the post-90s consumers choose products, pay attention to the style, popular online celebrity single products are catering to the market this kind of consumption concept, but there is a difference between the Internet celebrity and the traditional brand thinking, the latter to operate the brand, pay more attention to the quality and quality of products.
"In the era of explosive products, do net red extreme single product will make money, but this model will not be long." Shen Guanghua, chairman of Fumeitang maternal and child care chain, mentioned that the popularity of explosive products is only the first step, and then the second and third set of marketing programs are needed to lock customers continuously and retain customers for 30 years.
Moving pin Shandong has come to an end, the next stop, Guangzhou, moving pin two wide, be there or be square!
