The China · Henan Station held by Zhongtong Media was successfully closed on July 21 in Zhengzhou, Henan Province!
Co-sponsored by: Hejitang, Ying Temi, Bao Lang, Little Prodigy, Jiao Bao Mother and Child, Baby Home
Digital operation strategic partner: Miya Technology
Strategic cooperation: Angel Nuit, Synutra Ubo, Regen
Co-organizer: Nutri One Nutrition
Support unit: Arla Baby & Me Organic, Fonterra Amon
The name of the dinner: Regen
"Where there is an epidemic, there will be rebels! For the health of the baby, mother and baby people and the race against time, fight against the virus!" On July 21, a meeting with the theme of "Restart new capabilities" opened in a melodious poetry recitation in Henan Station of Dot-pin, China.
The combination of business wisdom and literary beauty makes this year's movable pin unique and unique. In the forum, the representatives of Henan channel operators and brand operators were excited and excited on the stage, but a wonderful off-site live show was also quietly staged outside the venue. The young anchors of Henan Station of Dot-com China Organizing Committee held mobile phones to show the brands outside the venue through platforms such as Douyin and Kuaishou, and communicated with the booth leaders of each brand. Interact with the crowd around the booth.
Overlooking the organic "Qingqing Ranch" of Arla Baby and me, stopping to take photos in front of the product display of Fonterra Amon, the booths of Angel Nuit, Synutra Ubo, Regen and Nutri One Nutrition were crowded, and many channel business owners showed strong interest... The scene was played out in real time via a live streaming platform in the corridor hall outside the venue.
The booths are in the following order: Angel Nuit booth, Synutra Youbo booth, Nutri One nutrition booth, Arla Baby and Me organic booth, HengTianran Anman booth, Ruihuen booth
"While we are fighting the epidemic, we are also fighting the biggest crisis in the mother and baby industry in two decades." After finishing the poetry reading in the meeting room, Liu Lin, general manager of Zhongtong Media, opened the meeting with a meaningful emotion: "Under the crisis, the mobile marketing of maternal and child industry has no way to do anything. From brand to agent, store chain are facing the transformation, need to reorganize their bags, restart their thinking and playing.
Restart has become a new topic, how to obtain new ability in restart, has also become the theme of this year's moving pin.
Restart becomes a new topic
The proposition of restart is not only a test brought by the epidemic to the maternal and child industry, but also an internal requirement for the self-iteration and transformation of maternal and child brands and channels.
Zhongtong media founder and chief planner Luo Wengao with a professional perspective of analysis of the mother and child industry in the face of the restart of the idea of playing, that maternal and child channels should be integrated use of stores, cloud store, community three degrees of space -- store experience, cloud store heavy transaction, community heavy viscosity. "The maternal and child market in Henan will be upgraded from a Maori Henan to a brand Henan." Realized the restart of the maternal and child industry, will usher in upgrades, which is also Mr. Luo Wengao of Henan maternal and child market optimistic expectations.
The restart of the maternal and child industry is a top-down process, no matter from the theoretical level to the practical dimension, or from the upstream brand to the channel, consumer changes, it is worth expecting that some leading brands in the industry also shared their thoughts on the restart.
"As the epidemic becomes normal, the living environment of the maternal and infant industry has changed." Wang Qun, assistant general manager of Anganute, has a deep understanding of the transformation of the industry. Anganute will realize zero flow transformation and profit improvement through nutritional products, continue the two-wheel channel of brand and marketing service, help customers build a new retail marketing model and community marketing system, and enable the channel recovery.
Wang Yongqing, general manager of Central China Branch of Synutra Youbo Company, was full of confidence and shared the goals of Synutra Youbo in Henan maternal and child market: "Improve the foundation, stabilize individual channels, and achieve the all-channel business growth target of 36% in Henan; Upgrade the channel, mainly promote the maternal and infant system, and maintain the same frequency as the maternal and infant system." Comprehensively enabling maternal and child channels is the strategic focus of Synutra Youbo in Henan maternal and child market restart.
Changsheng, director of Henan Division of China Brand Milk Powder of Yashili Group, shared that Ruihuen will focus on consumer demand, realize industrial upgrading, product upgrading, technology upgrading and service upgrading, and occupy the minds of consumers. By creating private brands with brand power, the proportion of channel brands can be rationalized, reasonable operating profits can be maintained, and the identification degree of stores can be improved.
Reconstruction and breakthrough, agents where to go
Faced with the restart, the thinking of maternal and child agents is more "grounded", category reconstruction, marketing breakthrough and other specific strategies become the focus of agents to deal with the epidemic crisis.
"The epidemic hasn't changed the trend, but it has made the company walk for two years." This is the deepest feeling of Yang Changdong, general manager of Heyidang in the epidemic, "in the second half of the year, we will do brand and category reduction, the purpose of reducing the brand is to focus on a certain scale, high growth, super high-end category, go all out to do an excellent brand."
"The customer flow and the unit price of customers have dropped, which makes the stores' demand for category reconstruction and drainage increase." The voice of category reconstruction is gradually rising. Yao Saiyu, general manager of Zhengzhou Jiaobao Maternal and Child Products Co., LTD., shared his ideas: "For the categories with high gross profit, to optimize the profit, reduce the gross profit; At the same time, improve the acceptance of the category, the whole family will be introduced into the product layout, to help the store quickly grafting famous products, the implementation of the whole family savings plan."
"The 20 percent drop in customer traffic to the mother and baby stores during the pandemic could be a permanent loss, and the customer flow to fragmented channels will never come back." The impact of the epidemic on customer flow is irreversible to some extent. Li Anwei, general manager of Zhengzhou Baolang, believes that for nutrition products, purchasing power and consumption awareness are the two key dimensions. In order to do a good job in nutrition products, stores need to change their marketing thinking urgently.
Zhang Yongqiang, general manager of Ying Temi, shared: "To help the customer flow of stores recover, agents should improve the service ability of fast moving consumer goods, take advantage of professional, service, price and other advantages, 'close hand to hand', to compete for limited customer flow."
Guo Jiangtao, general manager of Henan Baby Home, has a more specific idea for category adjustment: "First of all, we should optimize the product structure, lock the strategy of large single product, and secondly, we should create explosive products, not short-term profit, but expand the product brand power; Last but not least, we will extend the consumption cycle of our products by implementing the whole family project.
Category reconfiguration is strategy as well as thinking. Zhao Xinlei, general manager of Nutri One Nutrition Marketing, believes: "The category of popular products can not rely on a press conference or a few marketing ideas, but to change the thinking, from commodity thinking to user thinking, offline stores can not fight the price but to fight professional, service."
Transformation and iteration, store operation thinking
For the mother and child omni-channel transformation attempt and pain, no experience more profound than the terminal chain stores.
Gao Dongmei, president of Zhongtong Research Institute, first published a survey report on maternal and child channels in Henan after the epidemic, analyzed the thinking of different levels of maternal and child channels in Henan on marketing transformation, and summarized the outline of maternal and child markets in Henan: "Channel dispersion, new platform diversion, manufacturers channel consumer game fierce, coupled with the tolerance of channeling goods, leading to relatively low brand loyalty, as the first stop of the national brand maternal and child province Henan has become one of the most difficult to do maternal and child markets."
The market is difficult to do, but the opportunity is still there, Henan maternal and child market is no lack of explorers in the difficult, thorns ahead. Li Jidong, chairman of Lankao Kangai Pregnancy & Baby Chain, shared: "Under the influence of the epidemic, the passenger flow decreased, but the unit price increased. The business plan formulated in 2019 was quickly implemented in the epidemic, which improved our profitability."
Shen Xiangpeng, general manager of the chain of love pregnant and baby, analyzed his observation of new consumers: "The 90, 95 and other new consumers have become the main force of consumption, their access to information and consumption channels have changed, consumer demand, aesthetic standards have become broader and more diversified, and the focus has changed from the use of goods, quality to appearance level, fun, sharing characteristics."
Rationality is also one of the changes among consumers. Zhao Baichuang, founder of Baichuang Xiaotongtong Children's department store, shared: "Consumers have become more rational. Parents with 'only one child' are sometimes more professional than those who shop in mother-and-baby stores -- they only buy right, but not expensive."
Nanyang one meter baby light general manager Wu Yaming shared the thinking of store marketing: "small program, group, second kill, the use of low price diversion, community marketing to do explosive products, the simple thing to repeat, has been the most effective store marketing Sanbanzhi. Stores do retail, to shift from expertise, sales skills to service."
Coincidentally, Hu Hongtao of Zhengzhou Dumbo Mother and Baby Store also believes that: "It is not only to provide goods, but to provide professional services and correct consultation according to consumer needs."
Online marketing is in full swing. Mother and baby stores take online as their transformation window, but what should they do online? Senior experts in online marketing also shared their ideas at the conference. Zhang Feifei, vice president of Miya Technology, for the private domain traffic empowerment in the digital era, shared: "Focus on consumer demand, improve the loyalty of high-value members, aggregate marketing means and traffic resources, build member positions, use data to operate members, solve the pain points of private domain traffic operation."
Xing Yun, an expert in store operation of Youzan New Retail College, believes that "Most of the public live streaming is the potential demand. Store live streaming should take strong demand as the main line and potential demand as the long tail."
Private domain traffic and community how to link, community marketing expert Liang Wenbin gives his views: "community content planning, must be combined with the transformation of products or services, echo small games and interaction held regularly, the formation of user memory, let users pay time, energy, and action, do not do activities in order to do activities."
In addition to marketing transformation, maternal and child stores are also facing the situation of re-selection. Wang Chen, editor-in-chief of Zhongtong Media, shared: "The inflation and diversion of milk powder have led to the decline in gross profit, and the price war of milk powder is launched by retailers under the pressure of insufficient development of new customers. Mothers and children have not got the real category management to start, marketing active brands, the most harvest in the short term, channel brands" follow the soup ", if not handled well channel profits, will leave the root cause.
How does real category management work? "The general direction of maternal and child upgrading has not changed, do cost performance still needs to be based on quality. Brand, high cost performance, low price, affordable good quality products will always be favored by channels, consumers." With the second half of 2020 quietly approaching, the real reset has begun, as Mr. Roweng, founder and chief planner of Zhongtong Media, put it: "Calm your mind and embrace your anxiety." Embrace change with a reset mindset. Anxiety will help you grow!
At the end of the meeting, the dinner continued and started with the exclusive dinner named by Ruihuen. At the dinner, the annual Award ceremony of China Maternal and Child New Force was held successfully. With a glass of wine, the mother and child welcomed their moment of glory.
So far, the 2020 moving pin in Henan has successfully come to an end, but the pace of moving pin in China is still non-stop. In the next 3 months, we will launch 6 regional moving pins, respectively: Shandong Station on July 21, Jiangsu Station on 8.24, Hunan Station on 8.26, Sichuan and Chongqing Station on 9.10, Guangxi Station on 9.15 and Guangdong Station on 10.27.
In addition, when Zhongtong first proposed segmentation, there were not only regional segmentation, but also industry segmentation. From August 13 to 16, we will hold three forums of segmentation industry in Guiyang, Guizhou, namely the Third China Sheep Milk Powder Development Forum, the third China Nutrition Development Forum, and the third China Baby and Children Food (non-complementary food) Development Forum.
