On November 6, 2019, "Moving-Pin China -- Guangzhou and Guangdong Railway Station" was held in Guangzhou!
Organizer: Zhongtong Media, New Retail, New mother and Baby
Strategic cooperation: Guangdong Maternity, Baby and Children's Products Association (retail chain branch), Lvchen Trade
Co-organizers: Tomson Bihealth, Ambel, Nurez, XiaoShuaiyang
The name of the dinner: Newfit
On November 6, 2019, the "Moving-Pin China - Guangzhou Station" hosted by Zhongtong Media came to a successful conclusion in Guangzhou! In her opening speech, Liu Lin, general manager of Zhongtong Media, from Mobile marketing China to mobile Marketing Guangdong and Guangdong, said bluntly: "Mobile marketing is not a promotion, and we can't sell goods only by lowering the price."
"When the maternal and child market enters the stage of stock competition, the 'foot in the door' of mobile marketing is particularly important for brand and channel operators. A few years ago, when Zhongtong Media proposed the 'mobile marketing', everyone believed that mobile marketing is promotion, and promotion comes from price. However, with the changes of the market, the current mobile marketing needs to combine all new marketing methods that can be integrated, speed up, adjust methods and improve services. Achieve maximum value."
"Diverse Guangdong" and "Guangxi with Potential"
"Mr. Luo Wengao, founder and chief strategist of Zhongtong Media, pointed out in his opening speech" Quality improvement and speed shift of maternal and child stores ", "Guangdong maternal and child market in many forms coexist, is a diversified market, but the service sector of Guangdong maternal and child stores accounts for a relatively low, in the future, service will be the breakthrough direction of Guangdong maternal and child stores. "In addition, Guangxi has a population of nearly 50 million, but the brand awareness is not very strong, just because of this, the future Guangxi maternal and child market brand improvement space is huge, and in Guangxi channel has not formed a cross-regional chain system, in the future, Guangxi maternal and child system will develop in the direction of cross-region."
"In the past two years, the structure of maternal and infant consumption groups is changing, with the post-90/95 generation of highly educated parents taking up the majority, and 'widowhound parenting' no longer exists. Today's young fathers have more understanding about raising babies."
Huang Xiaoli, chief editor of Sina Parenting, put forward in the Research Report of Consumption Behavior in the Maternal and Child Market of Guangdong and Guangxi, "Maternal and child users are changing, and the consumption scene is also changing. With the development of the Internet, young parents in low-tier cities are also growing up in the Internet environment, and the Internet is no longer the product and means of priority in big cities. Second - and third-tier cities account for half of all users."
On the opportunities and challenges of the growth of the maternal and child market in Guangdong and Guangdong, some brands also have unique views:
"Cultural marketing is the starting point of brand building and the core of customer value realization. Through cultural and creative products, Neufett creates a communication platform linked by art forms to provide cultural empowerment for C-end consumers. Through business schools and workshops, we will build a service platform with education as the bridge, and provide knowledge empowerment for the mother and child shop assistants at the B end."
Wang Haitao, the first person in maternal and child cultural marketing and the chairman of Newfit Dairy, said, "In addition to cultural marketing, Newfit will also move towards accurate digital marketing and help stores build teams with accurate marketing capabilities. Cultural marketing + digital marketing is the 'two-wheel drive' of Newfit in the future."
"The long term is bound to defeat the short term." Said Wang Xiaocong, key account director of Tomson BiHealth Natural Doctor.
Wang Xiaocong said, "Now to do a good job in nutrition, four points are particularly important: product, brand, specialty and service. After entering the maternal and child channels, Tomson Bihealth has always strictly controlled the quality of products, product quality is the ballast stone of the whole enterprise, Tomson Bihealth products, not only for consumers, but also for family, friends and partners, their family members are afraid to eat the products, will never walk out of the door of Tomson Bihealth factory."
In the maternal and child stores in Guangzhou and Guangxi, the milk powder department always accounts for more than 50% of the sales. Then, how should the maternal and child stores choose the milk powder category? "
First, always have drainage products; Second, you must have currency brands, which are products that sell particularly well but have low gross margins; At the end of the day, the margin space is fine, but there are products that are not as well known today that will be the focus in three years." Said Liu Shifeng, general manager of Nurez Maternal and Child Division.
"The future development direction of maternal and child stores must be from the management of commodities to the management of members, focusing on the treasure mother, defining the new family consumption."
Liu Yufei, founder of Ambel brand, said, "As a consumer product, although the volume of baby washing products is declining at a speed visible to the naked eye, as a concept of large washing products, in fact, the whole family is consumed and used."
It has been 13 years since Greenson Trading entered the maternal and child industry. During the 13-year development process, it is full of opportunities and challenges. Of course, it has also gone through many pitfalls and accumulated many lessons from failures.
"First, build core competitiveness; Second, create a happy corporate culture; Third, all staff participate in marketing regardless of their position; Fourth, the construction of talent echelon; Fifth, by the strength of others to compete; Sixth, continuous change and innovation; The seventh is to manage consumers."
When talking about the business model iteration of maternal and child retailers, Li Yuzhang, general manager of Foshan Parent-Child Workshop, said, "It has gone through four stages: the first stage is brand-oriented and attracts consumers with products; The second stage, from the traditional pure retail to multi-format layout extension; The third stage, the momentum of maternal and infant new retail is obvious; The fourth stage is the development of franchises, rapid expansion, horizontal consolidation."
Wang Chen, editor-in-chief of China Children Media, mentioned in the "Report on the Channel of maternal and child Market in Guangdong and Guangdong Regions" that "the maternal and child market in Guangdong presents a pattern of" more than one strong, highly fragmented ". In Guangxi, the chain scale is not very strong, but with the improvement of channel concentration, the realization of scale will be the key for the channel to get rid of anxiety.
The arrival of the "inflection point" in the maternal and child industry has increased an invisible pressure to the market. In the face of the pressure, how do the agents of Guangzhou and Guangdong complete the reform and upgrade?
Shuai Lin, general manager of Zhongshang Jucheng, said, "For dealers, the decline in population does not have a big impact on the company's performance, but they will work with the terminal stores to attract customers and help them to expand and lock customers. This module will be a big growth sector for dealers."
"As for the planning of new categories, after the New policy on milk powder, some stores have reflected consumers' great demand for health care products. Some stores have begun to study the display of health care products, and even introduced adult health care products." Cao Yanping, general manager of Dezhuo Trading, believes that health care products are a relatively incremental category.
According to Zhong Wei, general manager of Lianjiang Nuobixing, "The declining birth rate still has an impact on agents, but it is not that serious." He believes that generally speaking, customers' consumption patterns are changing. New consumption patterns such as overseas purchasing and online shopping on platforms have resulted in fewer people entering stores, which has the biggest impact on agents.
Chen Hai, general manager of Maoming Honghai Trade, said, "The change of consumption pattern does make the competitive pressure of agents more intense. However, we can take advantage of the advantages of the new pattern, learn from the experience, and give play to our own advantages in distribution, so as to enhance the competitive advantage of agents."
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, "The mother and child stores should operate the mother and child community in a detailed way, do a good job in positioning, set thresholds and rules, and flexibly use wechat auxiliary tools to realize the diversion, operation and split of the community, so as to increase the number of customers, consumption amount and customer referral."
Agents face the pressure, actively seek changes, then, how to excavate the channel store growth momentum?
Wang Yan, general manager of Guangzhou AE New media, cross-border purchase, wechat business channels, all kinds of online shopping platforms and live streaming all took over the customer flow of the store, but for the new Facebook, the customer quality was good, because the number of customers was not too large, the customer quality was good, the store rate was converted into product sales, not too fast, not too much, and we were trying to really do a good job in service.
Guo Pei, general manager of Guangdong 123baby, said, "The consumption scene of consumers is changing, the rate of customers entering the store has dropped sharply, and the sales scene has changed. These changes are very obvious. Third, the consumption channel has changed, consumers will not buy because you give free will into the store, the actual experience and intuitive feeling is the hard truth to attract consumers."
"The most important factors affecting store performance decline are vertical e-commerce and channel diversification." Said Huang Xueliang, general manager of Zhongshan Baby House. "Traditional mother and baby stores cannot meet the consumption demand and change of mothers, who now care about the service experience rather than the price."
Li Jianming, general manager of Maoming Aijia Baby Children, said, "Now the customer flow in the stores has dropped very badly, and the number of transactions has basically halved." Li Jianming believes that we should pay more attention to service, do some services, the most basic things well, and maintain the hospitable relationship.
Treasure mothers of the 90s are more willing to shop online. As a mother and baby shop, how to upgrade? Deng Yingji, general manager of Ebamar, said, "Ebamar has been optimizing products and doing fine management for several years."
Li Xiangju, chairman of Maternal and Child World, is optimistic about the maternal and child industry. "Looking at the whole retail industry, the maternal and child industry can adopt a series of actions to facilitate transactions through informatization application. The era of big data has arrived, and the Internet is the tide of The Times.
Yi Wenying, general manager of Beauty Doll, believes that "the current management mode of maternal and child stores is mainly B2C mode. Only when the industrial end comes in can they serve the C end and the B end. The three ports do one thing on the same platform, integrating online and offline, so as to help each other, produce and win each other."
In the mobile marketing and Guangdong and Guangdong Provinces, the organizing committee exclusively released the 2019 China Maternal and Child New Strength, Guangdong and Guangdong role models - Channel Three new list!
"Three new" namely: new benchmark, new mainstream, new vanguard!
