"From snow in the Xiling Mountains to Emei Qingcheng, from Chunxi Road to Jiefang Monument, we are packing, we are delivering goods, we are thinking hard at night, we are working day and night in the day."
On September 10th, the meeting with the theme of "Restart New capabilities" opened in a warm but powerful poetry recitation.
"Restart the new ability has become the theme of Dot-pin China series. For the maternal and child industry, restart is not only a change in operation and play, but also means a return to zero mentality." Liu Lin, general manager of Zhongtong Media, said in her opening speech.
Restart new capability
Moving-pin China series along the way, each regional maternal and child market has shown its own particularity, "mature Sichuan, balanced Chongqing" -- this is Zhongtong media founder and chief planner Luo Wengao's key positioning of Sichuan-Chongqing maternal and child market.
"Luo Wengao said that the positioning of the restart of the new ability, in addition to the impact of the epidemic, the more important is that the new generation of treasure mother group insight grasp ability, into the specific operation of the ability. For the maternal and child industry, this is a comprehensive "new store movement", offline stores to create a better atmosphere, product selection, display, activities, online layout of cloud store community online marketing, so that limited stores have unlimited users.
How do I restart a new capability?
"Enhance brand power, create a strong second-line head brand; Deep channel relationship operation, common achievements; Expand product lines to support new growth; Professional flat marketing organization optimization, improve service efficiency and quality." This is the answer given by He Min, deputy general manager of Shenzhen Haiwang Health Technology Development Co., LTD.
At the same time, household consumption has become one of the "standard components" of renewed capacity. In the keynote speech "Redefining the store Value of washing and Care Products", Liu Yufei, founder of Ambel brand, said that the trend of extending from maternal and infant consumption to family consumption is becoming more and more obvious, the boundary attributes of product categories are becoming more and more blurred, and the focus of maternal and infant people also begins to change from stock categories to incremental categories. Toiletries and nutrition products are excellent extensions.
Deng Weijun, deputy general manager of Imported Brand Milk Powder Division of Yashili Group, deeply analyzed the current market situation, "The infant milk powder market is concentrated on big brands, and the concentration of TOP12 manufacturers has been further improved. Milk source, organic, authoritative certification and other factors have become high-end representatives in the minds of consumers." So "get back to basics and product-driven growth."
Then, Dai Mingyong, general manager of Sichuan Jinrui Trade, Fan Yi, general manager of Beifu Trade, had a one-on-one dialogue with Wang Chen, editor-in-chief of Zhongtong respectively, and shared the current market changes and new capabilities of service customers from the perspective of channels.
In the dialogue section of "New Requirements of Agent Capacity after COVID-19", Zhang Jing, General Manager of Chengdu Meiping Trade, Li Shurui, general manager of Shengshi Trade, Wang Haitao, President of Beikai Trade, Liang Yongjiao, general manager of Sichuan Pinrun, Li Jian, general manager of Chengdu Shanyu Trade, and Huang Xiao, general manager of Chongqing Meixiya shared their important views respectively. It shows the professional views on the maternal and child market, service, family consumption and other sectors.
The agents' sharing reflects the profound impact and change of the epidemic on the market: "If no one enters the store, it does not mean no one buys. The business has not changed, but the way of business is changing." This is also the core point of view shared by Wang Jun, founder of Jindou Live broadcast, the scene, Wang Jun also from the community operation strategy and tactics level, in-depth interpretation of the "customer life cycle management model".
(Photo in order: Liu Lin, general Manager of Zhongtong Media, Luo Wengao, founder and chief planner of Zhongtong Media, He Min, Vice general manager of Shenzhen Haiwang Health Technology Development Co., LTD., Liu Yufei, founder of Ambeil Brand, Deng Weijun, Vice general manager of Imported Brand Milk Powder Division of Yashili Group, Dai Mingyong, general manager of Sichuan Jinrui Trade, Fan Yi, general manager of Beepu Trade, and Wang Jun, founder of Jindou Live)
In the conference hall, the representatives of Sichuan and Chongqing Mothers and Children Association were full of passion and excitement on the stage, but a wonderful live show was also quietly staged outside the conference hall. The anchor brother of the Sichuan and Chongqing Station of the China Organizing Committee held the cloud head and linked to platforms such as Douyin and Kuaishou to show the brands outside the conference hall live, and communicated with the booth leaders of each brand. Interact with the crowd around the booth.
Overlooking the organic "Qingqing Ranch" of Arla Baby & Me ®, stopping to take photos in front of the product display of Xi 'an Zhi, the crowd was crowded in front of the booths of Amber, Miya Technology and Dumex Sheep, and many channel operators showed strong interest...... The scene was played out in real time via a live streaming platform in the corridor hall outside the venue.
New ideas of reform
The successful restart of the new ability is what we want to achieve. In the meantime, we should conduct a complete and systematic review of ourselves and establish an objective and comprehensive understanding. Zhongtong has also been insisting on market visits and research, in order to "describe" the complete picture of mothers and children in China with their footsteps.
This time, Gao Dongmei, president of Zhongtong Research Institute, also shared the exclusive research report on the Sichuan-Chongqing maternal and child channels, which has important guiding significance for the re-launch of Sichuan-Chongqing maternal and child channels.
"Mothers and babies are the fastest growing sector in the next five years." Wu Wei, senior vice president of Miya Technology, said, "At the same time, changes in consumers' shopping habits have diversified digital channels, putting forward new demands for further convergence of enterprises'" financial flow ", "information flow" and "business flow".
On site, representatives of mother and child retailers also carried out a collision of ideas and collisions. Ma Xiaolei, general manager of Knight Angel, Ping Biao, general manager of Luzhou Simier, and Zhang Qiao, general manager assistant of Dengkang Haoershang, had an in-depth exchange on the New Thinking of maternal and child retail Reform after the epidemic, and made a profound discussion on new retail, new marketing and other ways.
Maternal and child businesses must embrace new retail, quickly master new marketing thinking and methods, and become proficient in using new marketing tools, such as the most important community marketing. The scene, community marketing expert Liang Wenbin easily and humorily shared the multidimensional Angle of community marketing and also summed up a set of "wave sales" formula, "preheating to prepare for sales, adding fuel to the fire sales, the residual temperature does not scatter sales back, one to one private letter to chase the pin!"
In the concluding speech, Wang Chen, editor-in-chief of Zhongtong Media, said that the next trend of maternal and child stores has four aspects: 30% stores out, supply and demand rebalancing; 21 days to form a habit, 21 days to change back; The epidemic has pushed physical e-commerce into place. After baptism, mother and baby shop share does not fall on the rise!
(Photo in sequence: Gao Dongmei, Director of Zhongtong Research Institute; Wu Wei, Senior Vice President of Miya Technology; Wang Chen, editor-in-chief of Zhongtong Media; Liang Wenbin, expert of Community Marketing)
The meeting was over, the dinner was over, the lights were on, the wine was flowing. At the dinner, the annual Award ceremony of China Mother and Child New Force was successfully held, which ushered in their own moment of glory.
Congratulations to all Sichuan and Chongqing mother and child people, a hundred achievements, further!
At this point, the unique pin Chuan - Chongqing came to an end.
