"From Haomiao Taihu Lake to the shores of the East China Sea, from the Pentium Yangtze River to the shores of Xuanwu Lake......"
On August 24, in a piece of people's blood boiling chanting, sponsored by the Zhongtong media "moving pin China · Jiangsu Station" finally opened the curtain.
"The year 2020 has seen unprecedented challenges and unprecedented crises for mothers and children." Liu Lin, general manager of China Children Media, said in the opening speech, "The theme of China Children Media 2020 mobile marketing China is to restart new capabilities, not only to restart the mentality, the market to restart, strategy to restart, execution to restart, we are facing a lot of challenges, at the same time, also face more opportunities.
We once conducted market research in Jiangsu. At that time, we used the term "rich Jiangsu" to describe the maternal and child market in Jiangsu region, but today, we redefine it as "competition and cooperation Jiangsu".
Reboot · New abilities
Zhongtong Media founder and chief planner Luo Wengao said at the meeting, "This year's epidemic still exists a great deal of uncertainty, so I personally believe that for the model chain, the most important thing is to reduce the cost, to space for time, and for the store, realization should be the first, to time for space."
The epidemic has accelerated the process of brand concentration, especially in the category of milk powder. 2020 will be a huge challenge for all brands. Youbo has brought you the reflection and layout of Youbo at the conference site.
"Youbo will shift its focus upward, focus on channels, focus on large maternal and child systems headed by King of children, and more prefecture-level core maternal and child chain systems." Youbo Company marketing vice general manager Li Xiaoping shared Youbo for channel enabling layout.
After Li Xiaoping finished sharing, the host immediately asked questions, and interacted with the channel business friends at the scene to exchange views on the way of Youbo empowerment and whether it was effectively used, which aroused the active participation of channel business.
Milk powder is in a very critical period of development, and many channels are also increasing their attention to other categories, such as nutrition products.
Brand in the process of operation always seems to be inseparable from the word "enabling".
Talking about the nutrition brand's ability to channel, Song Hongtao, Jiangsu Province manager of Anganut, shared at the meeting, "First, high-quality products are fundamental; Second, strong product research and development strength is the guarantee; Third, continuous brand and moving pin service two-wheel drive; Fourth, integrity management, adhere to the laws and regulations is the bottom line; Fifth, to help the community build new retail marketing models and community marketing systems."
After Song Hongtao's sharing, He Jiang, general manager of Jiangyin Leyin, acknowledged that Anganute is the leading brand of nutritional products. In terms of the operation of the products mentioned by General Manager Song, Anganute has indeed done a lot of work, and the cooperation between the two parties is pleasant and benign.
"The reason why mother and baby stores don't sell nutrition products well is that they have been fighting skill against skill, price against value, blood against incentives, and tactics of short-term profit against strategies of long-term profit." Zhao Xinlei, general manager of Nutri One Nutrition Marketing, always shared and interacted with the guests around the word "confrontation" during his speech.
In the process of interaction, some channels said that the key point of maternal and child chain nutrition products is inseparable from the attention of the whole team and the professionalism of the team.
Zhao Jing, executive Vice president and secretary general of Jiangsu Pregnancy, Infant and Children's Products Association, put forward several directions to break the maternal and child retail market. The essence of retail is to be customer-centric; 2. Start with professional services; 3. Pay attention to online, including online services, online marketing activities, livestreaming of commodities, etc.; 4. Get back in the entrepreneurial mindset."
The application ability of data is the weakness of most maternal and child channels, and also the strength of some maternal and child channels. It is certain that data is extremely important for the efficient development of enterprises, which contains new opportunities.
"The full-scene sales mode from offline to online has become the norm, and the private traffic operation has become the main artery for the continuous hematopoietic maternal and child retail." In the face of the pain points in the operation of private traffic, Li Mingtao, vice president of Miya Technology, believes that "platform small programs can retain offline traffic online. Through repeated access to online traffic, it can improve the transformation of online to offline sales. When the traffic reaches a certain magnitude, it can also play with traffic through cross-industry cooperation.
(Figure in order: Liu Lin, general manager of Zhongtong Media, Luo Wengao, founder and chief planner of Zhongtong Media, Li Xiaoping, deputy general manager of Marketing of Ubo Company, Song Hongtao, General manager of Jiangsu Province of Ananuit, Zhao Xinlei, general manager of Nutri One Nutrition Marketing, Zhao Jing, Executive Vice President and Secretary General of Jiangsu Pregnancy & Baby Products Association, Li Mingtao, Vice president of Miya Technology)
Clash of ideas, detonate the seminar
In this activity, we innovatively adopted the form of seminar, in order to let everyone speak more freely. The participants' views were exchanged and ideas were exchanged. The warm feedback from the friends on site far exceeded our expectations.
The people of Jiangsu, who are both businessmen and scholars, are not impatient in the face of business, but they are also feeling great pressure. Chen Zhongzeng, chairman of Nanjing Liuhe Jinbei, estimates that 30% of the stores will close down in the next two or three years. Cui Yunxue, general manager of Nengrui Trading, which deals in mid - and high-end products, said there is indeed a trend of consumption downgrading due to the epidemic. It is also suggested that the decrease of store sales is mainly due to the decrease of clothing categories......
Some channels complain that the decline of passenger flow and the change of shopping habits, even if Jiangsu, Zhejiang and Shanghai has long been a free mail area, but the online impact is still very obvious, live streaming, wechat business and other ways continue to split, step by step erosion of offline maternal and child stores on the plate.
In this critical period, some people say that we must make good use of Internet tools. There is no clear distinction between online and offline. Some people emphasized that to expand and strengthen the service, strengthen the core competitiveness of the store; Some people are optimistic about high-end zero complementary food; Others agree with the broader trend of spending downgrades......
This is an industry gathering of strong brands, high-quality agents, industry experts, everyone knows everything, express their opinions, in a verbal confrontation will push the seminar to a wave of climax.
The infield is full of dry goods, and the outfield is bustling with activity.
The China · Jiangsu Station of Motor marketing also attracted the participation of brand owners. Brand owners from the three industries of milk powder, nutrition products and zero supplementary food strongly joined the station, empowering the maternal and child market in Jiangsu.
In the field of the Jiangsu seminar, the well-arranged booths of Synutra Youbo, Anginute, Nutri One Nutrition, Jiaheli and other brands attracted many guests to stop and watch, which was very lively.
(Booth order is: Synutra Youbo, Anginute, Nutri One Nutrition, Jiaheli)
(Wang Chen, Editor-in-Chief of Zhongtong Media)
After the heated discussion session, Wang Chen, editor-in-chief of Zhongtong Media, made a summary of the content of the whole seminar and pointed out the essence behind the current phenomenon of mother and baby stores. "The demand of the consumer end suddenly shrank, and began to stampede shipment; Vicious competition is unsustainable; The general direction of maternal and infant consumption upgrading remains unchanged."
Three new lists were released
The meeting ended and the dinner began. The annual Award ceremony of China Maternal and Child New Force was held as scheduled. Jiangsu mothers and children ushered in their moment of glory!
The Three New lists of China's New maternal and Infant Forces in 2020 and Jiangsu's role models were released
At this point, moving pin China · Jiangsu stand in the curtain of unfulfilled, but our footsteps will not stop.
