On August 15-16, 2020, the Third China Baby Food (Zero Complementary Food) Development Forum hosted by China Children's Media and undertaken by Maternal and Child Food Review will be held soon!
Co-sponsored by: Ying Shang, Hao Limei
Strategic cooperation: Talent Scout
The theme of this year's forum is "Diversity and Coexistence, Revitalizing Rigid Demand".
Article | ZhongTong media
For a long time, baby food has been facing a contradictory situation in the maternal and infant channels. Every store thinks that baby food has a huge space in the future, but puts the food category in a secondary position in the specific operation.
The result is that, on the one hand, I am jealous that other stores can achieve 20% of the food, on the other hand, I have no ideas and ways to do the food category well. The reasons for not doing well are nothing more than two aspects, cognition and ability. Cognition determines willingness, willingness to value, willingness to invest. For complementary foods, most stores do not have a clear understanding of the rigid demand characteristics of complementary foods, so they cannot scientifically recommend and sell them, they cannot transmit the necessity of complementary foods for the development of baby's body function to consumers, they cannot form a boost in sales, and they cannot improve the importance of complementary foods in stores, thus forming a vicious circle.
As for snacks, which are typical features of fast-moving consumer goods, maternal and child stores have deficiencies in product selection, display and selling skills. In this context, baby food is growing rapidly in some channels that focus on this category, but not in the overall maternal and child channels.
One of the things that baby food brands and maternal and child channels must do is to recognize the characteristics of food rigidity and revitalize the status of food rigidity. This rigidity is not only the rigidity of complementary food products themselves (to promote the development of baby's physical skills), but also includes the gradual rigidity of snack products consumption (in the consumption consciousness of the new Baomao group, snacks are more important than staple food). Only when the cognition of food rigor is solved and the status of food rigor is revitalized, can the growth rate and space of food be completely opened.
Different from milk powder, food products are rich, new products are launched quickly, the unit price of customers is small, but the actual price is not low and easy to make decisions, which doomed the operation of food categories to be colorful, diversified and symbiotic.
In the early stage of the epidemic, baby food was hit hard, and stores focused on milk powder and diapers, leaving no time to pay attention to other categories. However, in the later period of the epidemic, as more and more stores began to start community marketing and live broadcasting, the category advantages of baby food began to emerge. The sales method changed from single stores to stores, live broadcasting, community, short video and other sales methods. The channels, methods, tools and platforms were diversified, and the empowering means of brand owners were also diversified.
Diversified baby food, driven by the need to reinvigorate, will break out stronger market vitality.
On August 15-16, China Children's Media will hold the 3rd China Baby Food (Zero Complementary Food) Development Forum. At that time, big names in the zero complementary food industry, industry leaders, enterprise leaders, marketing big names and many media will gather together to discuss the future development of baby food in the post-epidemic era based on "pluralism and symbiosis, revitalizing just demand".
