The Mobile Pin China · Shandong Station held by Zhongtong Media was successfully closed in Jinan, Shandong Province on July 24!
Co-sponsored by: Jinan Pregnancy, Baby and Children Industry Association, Shandong Baby United, Jinan Growing Little, Shandong Youzhi Maternal and Child Health Industry Co., LTD., Nahu Toys, Today Youpin Hui, Mingye Trade
Digital operation strategic partner: Miya Technology
Strategic cooperation: Jiabaite, Huiyouxi
Support unit: Arla Baby & Me Organic, Fonterra Amon
"From the Majestic Mount Tai to the shores of the Yellow Sea, from the Red Yimeng to the shores of the Daming Lake..." On July 24, 2020, the "Moving-pin China · Shandong Station" sponsored by Zhongtong Media opened in an impassioned recitation.
There is light in the eyes and a dream in the heart
"Last year, we were looking forward to 2020, but since January, we've seen that a lot of things are out of our control." Liu Lin, general manager of Zhongtong Media, said bluntly in her opening speech, "Originally, we made plans for this year last year and for the second half of the year in the first half of the year, but now, it turns out that we make plans for this month and next month, and it may not be able to catch up. The maternal and child industry is facing new problems under the crisis, but also faces new opportunities."
In previous years, every region in China would have a definition for its maternal and child market. Last year, the definition of Shandong maternal and child market was "maintaining Shandong", but this year, it was redefined as "differentiated Shandong".
Zhongtong Media founder and chief planner Luo Wengao said in the opening speech, "Shandong is a very serious channel differentiation of the market, the performance of the whole category is different, regional performance is also different, especially in some cities in Shandong, supermarket mother and child is strong, mother and child stores in the local is not dominant position, so that the restart of Shandong mother and child market, whether in the rhythm, In terms of category performance, it's all different."
Different from recitations, speeches and speeches inside the venue, an interesting live show was quietly staged. Small anchors from the China Organizing Committee held Yuntai live broadcast equipment, and carried out live shows on brands outside the venue through platforms such as Douyin and Kuaishou, and went deep into the booths of each brand to communicate with brand leaders and show their products.
The first thing you see is the organic "Qingqing Ranch" of Arla Baby and me. The green plants covering the back board of the booth are full of "organic" atmosphere. Fonterra's bear dolls on the booth attracted many mother and child channels to stop and take photos, and of course, there are products on display; Jia Bei Ai booth, give a person the feeling is the atmosphere, worthy of the sheep milk powder first brand; Finally, came to Huiyouxi's booth, is also crowded, many channel business showed strong interest......
The booths are in the following order: the booth of Jiabaite, the booth of Huiyouxi, the booth of Arla Baby and I Organic, and the booth of Fonterra Amon
Restart New Ability: Enable
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 upstream brands to channels and consumers, it is worth expecting that some leading brands in the industry have also shared their thoughts on channel empowerment. "We are always committed to providing a sustainable and healthy business. We are a brand that wants to do long-term business. We can continue to empower the channel and guarantee the benefits of the terminal stores." Tian Bo, the manager of Trudian Region of Jiabaite, proposed that in the coming period of time, Jiabaite will develop five strengths together, multi-dimensional empowerment channels, and achieve a win-win future with the trend of community of destiny in the industry.
During the epidemic, nutritional products were very popular, probiotics and lactoferrin were once out of stock, but after the epidemic, the marketing of nutritional products fell into a situation of no choice. At this time, brand enabling is particularly important. Then, how to do? "Brand empowering channels are driven by two wheels, one is the innovation of product categories, the other is the innovation of marketing mode." Cheng Yan, general manager of Funuo Health (Huiyouxi), said that the marketing of maternal and child nutrition products should be in-depth in content and interactive online and offline at the same time, so that everyone knows what needs you can solve consumers, rather than blindly selling in the terminal.
In the past two years, "private domain traffic" has become a hot word in the industry. Many maternal and child stores regard private domain traffic as an important part of future operation. However, it seems that no one has ever taught store owners how to operate private domain traffic. Miya technology vice president Zhang Feifei for the digital era of private traffic enabling put forward, "the current business environment has changed, now the store, can no longer take the commodity as the center, but to focus on the consumer demand, aggregation of marketing means and traffic resources, and the use of big data operation members, so as to solve the private traffic operation pain points."
How does community private traffic enable live streaming? Community marketing expert Liang Wenbin summed up a few words of formula, "preheating preparation for sales, adding fuel to the fire in sales, residual temperature does not scatter sales back, one to one private letter to catch up."
Rebooting New capabilities: New thinking in retail
Under the crisis, all channels are trying to transform and upgrade. On the occasion of the restart of the maternal and child industry, the pain is inevitable. For this point, there is no deeper experience than terminal stores.
Gao Dongmei, president of Zhongtong Research Institute, released the Report on Maternal and Infant Channels in Shandong after the Epidemic for the first time at the site, which pointed out: "In the Shandong maternal and child market after the epidemic, the funds of agents become very tight. The upstream verification and downstream account period pressure agents out of breath, and retailers are also suffering. After the customer flow recovers to 5~ 60%, it will be difficult to improve, and 20% of the customer flow will never come back. "The consumption of mothers and infants is showing new trends -- daily video, platform randomization, mobile consumption and product appearance levelling."
"Before Baby Belle was founded, we had no contact with the maternal and infant industry, but we are so fierce into the maternal and infant market." Liu Changyan, co-president and chief cultural officer of Shandong Yingbei, said passionately, "Yingbei's fierce character is reflected in our team, which is always full of passion."
Nowadays, the store customer flow is difficult to recover, is the pain point that troubles most stores, so, how to do drainage? Fang Hengjun, the founder of Shandong Youzhi & president of Jinan Pregnancy, Infant and Child Industry Association, said, "With the entry of the post-90 Bao Ma, more and more Bao Ma will choose Kangkang service after production. Kangkang has gradually grown into the just-needed products in the maternal and child industry. Moreover, while making profits, Kangkang is able to bring traffic to stores."
"The role positioning of toys in maternal and child stores should not be limited to the drainage category. If done well, it can grow into the profit category." When it comes to category reconstruction, Cheng Fenghua, founder of Nahu Toys, said, "Toys are very suitable for live selling under the catalyst of the epidemic because of their strong experience, fast upgrading and other characteristics. Live broadcasting makes toys with wings to take off. In the future, toys are one of the categories promising to bring profit growth to stores, which cannot be ignored."
In addition, when Zhongtong research group visited the market this year, they heard such a voice: if the store wants to survive in the reshuffle period, it must have core competitiveness. On the scene, the three bosses also shared their respective core competitiveness of the store.
Zhang Zhonglei, founder of Aishang baby pregnancy and baby chain, said, "The core competitiveness of our stores is to open up the relationship, do their own agents, do their own stores, so that manufacturers' goods directly to the store, to consumers, the middle of the link, we can do for the people to save money."
"To do ordinary things to the extreme is our core competitiveness. From the small to the display hygiene, to the big to the customer service, including in the professional degree of shopping guide, we strive to do the best, which is what every generation of maternal and child entrepreneurs should study." Said Du Yonglin, general manager of Qingdao Guziyuan.
"The characteristic of core competence is uniqueness and irreplaceability." Genius dream brand founder generation Zhonghua said, "Our competitiveness in Weifang is mainly reflected in two points, one is swimming water education, the other is to make a difference."
Restart New capability: Agent new requirement
In the face of the restart, more and higher new requirements are put forward for the ability of agents, and business strategies such as category reconstruction and marketing breakthrough become the focus of agents to deal with the epidemic change.
Hu Xiaoyi, executive general manager of Jinan Growth Little Spot, said, "I think agents should have two abilities, the first is enabling, such as stores to contact new things, agents themselves have to learn, or how to guide the store landing; The second is adequate cash flow, which is responsible upstream and downstream."
"For agents, the most necessary ability is the ability of moving sales, including the professionalism and execution of the team. Only in this way, can we train the stores, let the sales guides master the skills of moving sales, improve the ability of moving sales in the real sense, and make the stores more smooth." Said Liu Yong, co-founder of Shandong Infant United.
"The value of an agent, the best sixth man, is to connect upstream and downstream." Zhao Qi, general manager of Shandong Rujian Food, said, "For some second - and third-tier brands, they don't have too many people to work in the market. At this time, agents become the best substitute." "It's impossible to make the difference without middlemen." Liu Yonggang, general manager of Shandong Dashengchang Trading Co., LTD., bluntly said, "Although the agents are more and more 'flat', but the agents as long as they take every step firmly, then its value is still very great, and will be more and more big."
Finally, Wang Chen, editor-in-chief of Zhongtong Media, shared the logic of store selection for everyone, "Now, the store arrival rate only recovered to about 50%, the violent contraction of the market, will inevitably lead to stampede shipments, price war is one after another, but this vicious competition is not sustainable, because the general direction of maternal and child consumption upgrading has not changed, even if the pursuit of cost-effective, Also need to take the quality as the basis, give up the quality, may get a lot of profits in the short term, but the long term will do rotten, do dead, store selection, will become the basis point of restart."
So far, the 2020 moving pin Shandong has come to a successful end, but the pace of moving pin in China is still non-stop. In the next 3 months, we will launch 5 regional moving pins, namely August 24 Jiangsu Station, 8.26 Hunan Station, 9.10 Sichuan and Chongqing Station, 9.15 Guangxi Station and 10.27 Guangdong Station.
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.
