From December 13th to 14th, 2019, the 6th China Baby Industry Leadership Summit hosted by China Children Media was successfully held in Beijing. At the same time, the highest award of China's baby industry - Origin Award, a blockbuster release!
In this year's channel interviews, the Children's Research group heard many people saying that the winter is coming, but the hardship they felt was not only caused by the decline of the birth population, but also caused by industrial changes, consumption upgrading, technological updating, and more and more excellent mothers and children workers breaking the ceiling of the industry.
Liu Lin, general manager of Zhongtong Media, bluntly stated in her opening speech "Industrial Rebirth" : "I believe that those who walk in the forefront of the industry will feel the winter first, but they must be the first to feel the warmth of spring."
Liu Lin, general manager of Zhongtong Media
Talking about "inflection point · Big change", Zhongtong Media founder and chief planner Luo Wengao brought "nine key words of maternal and child industry in 2020" -- the whole family in his opening speech for the baby. Pregnant women economy; Superuser; New physical e-commerce; Join hands with each other; Individual empowerment; Future store; Stock deep ploughing; Skits spring.
Zhongtong Media founder and chief planner Luo Wengao
Also in the process of visiting the market this year, Zhongtong Media found that several brands were rising in the third and fourth tier markets and harvesting rapidly, so it put forward the concept of "New four big fans".
As soon as the concept was proposed, there were manufacturers to ask, why these four brands? Some brands are also very large, why not in the new four big powder?
Of course, who is the new Big Four powder is not so important, what is important is that the third and fourth market milk powder brands are highly concentrated, which will have a huge and far-reaching impact on the milk powder industry and even the whole maternal and child industry.
【2019CBIS· Brand 】
Yan Weibin, chairman of the board of directors of Ausnutria Dairy, said, "Why did Chinese mothers and babies win in the past? Strong strategic positioning, good business model, strong team strength. How to win in the future? Team incentives, business model optimization, operation platform innovation. In the situation of inflection point and great changes, I believe that these factors will become the basic requirements for the success of the company in the future. Only by being refined and lean can we win the future!"
Zhu Dingping, CEO of Healthhe BNC China, said, "Who is in charge of the maternal and child industry? Markets and consumers. If you want to continue to have a leading market position, must be customer-centric, to pay attention to the following points: product power, brand power, channel power, team service. If you have a good user experience, a strong marketing effort, and a good team service, there's no reason why you can't do it well."
"How do you find increment in a stagnant market? We put forward several slogans: the first is to create popular models, the second is to segment the market, the third is to create third and fourth lines, the fourth is to do super high-end. The central idea is, "winter" is coming, the best move is not to expand the general trend, but to shrink, to practice good internal work, "winter" is coming to accumulate."
Qu Feng, President of Wyeth Greater China, said, "In 2020, we should do three things in addition to building a good team in the sinking market: the first is to strengthen brand communication and transformation; The second is to provide differentiated products and services; The third is to make the team more grounded. Our slogan is to salute and learn from local brands."
Needless to say, the importance of milk powder to the maternal and infant industry may be less important than other categories.
Because of this, the penetration rate of many sub-categories is very low and has not attracted enough attention. However, it is precisely such sub-categories that are realizing rapid growth, which contains unlimited opportunities and increment.
Zhu Yinhong, general manager of Anginute, said, "With the upgrading of consumption, channels should cater to the changes of consumers' upgrading, follow the trend, expand product categories, and improve professional service capabilities. Nutrition is the mother and child channels to maintain and adapt to the consumer and store contact, is really able to build the core competitiveness of the mother and child stores."
Wan Jianming, the core founder and vice president of Yingshi Holdings, said, "Complementary food is not facing a crisis, but a changing situation. The iteration of consumer groups has brought new consumer demands. Efficiency and convenience are the mother's pain points that need to be solved urgently but have not been paid attention to. The key to the growth of solid foods is to make it easier to purchase solid foods.
Liu Yufei, founder of Ambel, said, "Washing and care is essential for stores. The past decade has produced many brands. At that time, everyone could eat steak and lamb chops, but not chicken ribs. But now the mother and baby market is down very badly. In this market environment, the characteristics of mature markets, called fly legs are meat, fly legs are more worthy of nibbling."
【2019CBIS· Retail 】
Under the great change, how should the mother and child retailer find the balance in the operation?
Wang Weiguo, chairman of Xiyang Aiying, said, "Internal causes determine external causes, and all external causes are excuses. To figure out what I want, what executives and employees want, and how I can achieve it, the key is to make employees and bosses become a community of interests, cause, and ultimately a community of destiny."
Nowadays, many maternal and child stores are advocating to build high-end maternal and child stores, but how to do high-end? Li Zhiheng, chairman of Gugen Pregnant and Baby, believes that six logics need to be grasped -- 1, the overall style of the store should pursue mainstream fashion; 2. Layout of high-end, light and luxury goods in the store; 3. A sales team with Wolf passion; 4. Store operation mode combining online and offline; 5, reward first store management key; 6, the pursuit of new marketing culture attack heart.
"Integration" is a hot word in the infant and child industry in the past two years. As for the integration of maternal and child chain, Liu Jiangwen, executive director and general manager of Nanguo Baby, said, "The greatest business model in the world is' altruism '. The business model designed by means of partners and crowdfunding is the integration model that runs through the whole industrial chain of upper, middle and lower reaches. The competition in the future must be the competition in the value chain, and the partnership mode is an ecological win-win mode that can truly realize common resources, common interests and common destiny."
Li Maoyin, co-founder of Ala Xiaoyou and mentor of MBA alumni of Tsinghua University, also brought his thoughts on the integration of mother and child chains. Li Maoyin believed that, "In the face of integration, there are three strategies: the best way to capitalize, to give up most of the shares, and cash is king. Middle policy 'into the bag for safety, careful input'; The worst policy is more blind, a little like 'carving boats and seeking swords'."
At the inflection point of baby industry, the founder and CEO of Leyou, Hu Chao, redefined the era of Great Wisdom for the peers. Hu Chao said frankly, "I think great wisdom is mainly considered from five aspects -- smart marketing, smart products, smart scenes, smart services and smart ecology. The core driving force of the Age of Great Wisdom is the change in technology, which allows us to restructure people, goods and places in new ways to meet the needs of consumers."
Leyou founder and CEO Hu Chao
Industrial inflection point means the coexistence of "crisis" and "opportunity". How to find the best inflection point for oneself? Zhang Jintao, the executive director of Mitsuyi said, "The Internet is a tool, only plays the role of amplifier, we can not leave the essence of retail, any enterprise in the inflection point, must find the direction suitable for their own, the most suitable for their own is the best.
Inflection point, retailers are not easy, agents are also uncomfortable, Anhui Yifeng general manager Wang Yuefeng mentioned, "At present, a qualified agent, the first thing to do 3 aspects: one is to ensure product quality and selling points; The second is to establish the brand side, trade side, retailers tripartite win-win business philosophy; Third, develop appropriate marketing plans according to the current situation of the region."
What are the difficulties agents are facing? And how to transform? In view of these, Wang Chen, editor-in-chief of Zhongtong Media, had a wonderful dialogue with several agents from different regions:
Shen Zhiqiang, general manager of Lvchen Trade, said, "Agents as the middle link of the whole maternal and child industry chain, in the current market environment, it is very normal to feel uncomfortable, and then will be more uncomfortable, no competitiveness and no value of agents will be out of the end."
"As an agent, the pain is just beginning, because the agent is like a sandwich cake, under pressure from both ends." Zong Jun, chairman of Zhongtian Infants, said, "Of course, the present does not mean the future will also be uncomfortable, as long as we have a good way to master some new technology, that is our opportunity."
Zhao Lipeng, general manager of Litong, believes that agents do brand must grasp two key factors: "The first is that the brand must be optimized, in this respect to work hard; The second is to expand and optimize the remaining brands of the brand, there is no need to find a large number of brands to do, but in the existing brand to do fine and fine optimization."
"It's very important to be prepared in advance to deal with the market." Yang Changdong, general manager of Heyatang, said frankly, "At the beginning of the year, I made a special report, suggesting that the next focus should be placed on the segmented categories. Facts have proved that Heyatang has achieved rapid growth in the three segmented categories, which would have been impossible if it had not investigated the market in advance."
Feng Dong, general manager of Jiangxi Baoying, pointed out that "being an agent is different from stores. Stores need complete products to meet consumers' one-stop shopping needs, while agents need to focus on the categories they are good at. At present, we can focus on milk powder and food, while other categories will be extended appropriately under the condition that they are very strong in the future."
"In addition to service capabilities, we also need to get the store tactics right." Yao Saiyu, general manager of Jieyu Trade, said, "Each store has a large number of brands, most of the staff structure does not have so much energy to pay attention to each plate of goods, for agents, how to choose a store to give agents a certain support force to combine, very key."
For the terminal store, how to create an efficient front desk, Ma Zai Valley founder, chairman Peng Yunhui said, "For just joined our system of" small white ", we in addition to inject confidence, but also a set of business supervision system, the supervision is not the traditional sense of the "bureaucratic" type of business supervision, but solid data supervision. Because in the field, data is the best guide."
"We have to learn from the good retail chains." Chen Yue, chairman of China Billion, pointed out that only organizational change can drive store growth. "The best retail chains in the world are doing particularly well in supply chain, digital and refined management, because this model allows the product to speak for itself and make consumers want to buy it."
Faced with the problem of upgrading and breakthrough of maternal and child stores, Jiang Tao, founder and president of Richina Baby, said, "More than ten years ago, store owners did not need to pay more attention to the products, and consumers were willing to buy your account. But now consumers pick up their mobile phones and search freely, and the best products can be presented. Therefore, we must do a good job in the display of products in the stores. Consumers don't care what it is, they just care how well it is presented."
At present, there are more and more new marketing and new ways, and the customer flow of maternal and baby stores is gradually divided. Then, how should stores fight against the diversion of customers? Some regional head chains share their insights:
Luo Nengcai, chairman of Dengkang Bebi, said frankly, "Ali, Jingdong and other e-commerce platforms do have their advantages, we should learn from them, but we should know where our advantages are, never underestimate ourselves, such as swimming, massage, health care, maternity center, these services are beyond the reach of e-commerce, this is our opportunity."
"There are three key points in consumer demand -- pain point, itch point and excitement point." Yang Huichen, chairman of Hebei Wang Ziyang, pointed out, "The pain point is the user's rigid demand category, which can be done well without user thinking; The itch point can not be directly inserted, need to be activated by service; Excitement is hard to capture, but it's also the most valuable, and if you can generate excitement, people won't care about money."
Yang Chunpeng, president of Aiying Beimei, shared two views on how to do maternal and infant services. "First, we should focus on consumers to improve quality services, dig deep in service projects, and form a closed loop of pregnancy, childbirth, nursing, education and happiness. The second is to continue to dig deep consumer demand, do the extension type of expansion, at the same time to improve the professionalism of the team, constantly strengthen the awareness of service."
"In my opinion, the mother and child chain in the future should be built into the mode of mother and child post station, so that users can have a leisure place to communicate and share the experience and experience of raising children. Through the influence and guidance of people, the mother and child chain will naturally sell the products. This way can increase the stickiness with users better than the original simple trading." "Said Li Yuzhang, general manager of Foshan Parent-Child Workshop.
National chains should be distributed throughout the country. How should regional head chains resist? Zou Bo, chairman of Wawa Country, said, "The first is to distinguish in positioning, regional head chain to improve the proportion of high-end products, seize the middle and high-end people; The second is to do a good job in category management, to make real-time adjustments and upgrades according to the performance of the category in the market; The third is to do a good job of service, enhance customer stickiness for the store, and hold the position of 'local snake'."
Ma Xiaolei, general manager of Knight Angel, said, "The process of baby market reform and upgrading, making money will become more and more difficult, but this does not mean that the baby industry has entered the freezing point, only for those who do not study consumers, do not improve their business model of the system, is the freezing point."
【2019CBIS· Crossover 】
Where are the growth opportunities in 2020?
According to Yu Jian, president of Kantar Consumer Index China, "The first growth point in 2020 is to gain insight into the pain points of young mothers' consumption, and to realize differentiation by doing fine and deep categories; Second, to attract new customers through content, service and model innovation, start the Always On marketing model; Third, to create a unique full link experience, through the activation and transformation of new scenes, to achieve user precipitation repurchase transmission."
Innovation is synonymous with the new era of mother and child. The new generation of mothers are relatively open-minded and willing to try more niche brands. They are also more potential consumers!
He Man, a famous e-commerce operation expert, shared: "The key word of the maternal and infant industry throughout 2019 is' post-1995 mothers'. The age of consumers has changed. This means that consumer demand for our products is changing accordingly, and consumption upgrading is a more obvious trend this year."
Famous e-commerce operation expert Hallmark
According to the online data of Tmall this year, there is an obvious demand for children's clothes to be scenario-based, while children's shoes tend to be functional and experiential. Early education/smart toys are the main driving force of category growth; Appearance level economy has led to the explosion of makeup products for pregnant women; High dependence on imported diapers/diapers; Domestic milk powder brands will have more market opportunities.
Although the maternal and child industry is ushering in new opportunities, but also ushered in new challenges!
In the opinion of Yi Lehu, head of Youzan brand research, "The maternal and child industry has entered an inflection point. At the same time, we also encounter new opportunities from another sense. The reason we can see the opportunity is because we have problems along the way."
Many mother and child businesses say that marketing is difficult to do, flow is difficult to find, single channel these three marketing pain points. Want to do a good job in marketing, first of all, stop ineffective advertising, use effect advertising and innovative marketing; Secondly, we should focus on the operation of single-customer value to accumulate customers who keep buying. Finally, we should make good use of Internet tools to open omni-channel operation.
Social e-commerce and private traffic are popular words in the past two years. Vertical e-commerce traffic is nearly saturated, and the Internet demographic dividend they aim at has become a past. Have the flow to have customers, such as Li Jiaqi a "buy him" can sell millions or even millions of sales, with their own flow of dividends.
In the face of traffic dividends, Redskins create a new track!
Zhang Yuan, founder and CEO of Nine Hours, said: "This year is the first year of Internet celebrity. People say we have entered the era of Internet celebrity. Everyone is talking about the influence of Wei Ya, Li Jiaqi, the two head Internet red belt goods. Instead of creating a Li Jiaqi, we should let ourselves and our whole store staff can become a celebrity with the ability of new media operation, and create our own online celebrity."
When operators train store employees to be KOCs, 1,000 to 10,000, you don't have to worry about adding more every year.
Nowadays, the consumption of net red belt goods is very obvious, which is also an important power point of maternal and child products. In fact, we don't need to envy Li Jiaqi, each store can set up its own shopping guide star, or KOC. Every customer within a radius knows that centralization is here to stay. And another point of strength is to carry out "the whole family".
Jingdong new channel offline person in charge of maternal and infant Hu Kai believes: "A maternal and infant community shop is often unable to meet the needs of mothers on the flow of commodities, through the precipitation of data we find that those in the community of maternal and infant populations, for milk drinks, wash and protect beauty makeup, grain and oil seasoning these are sold in normal channels of commodities, there is still demand, this is the flow of commodities we should pay attention to.
We will take out several shelves in the convenience store to display such products to meet the needs of users.
In fact, no matter how the scene and form change, convenience stores and stores in the whole family are the new model of maternal and child market facing the inflection point.
2019 is an "inflection point year" for the baby industry. Then, what happens after the inflection point?
We need to find the answer in 2020, see you next year!!
