On the afternoon of August 12, the "Break and Establish to revitalize Baby's new Huisang -- 2016 China Baby's Industry Retail Development Forum" jointly organized by China's first yeast source nutrition and health food brand Anginute and China Children's Media was held in Hefei. More than 100 experts, scholars and industry celebrities from all over the country participated in the grand meeting, sharing the baby event.
Site of the conference
"Obstacles encountered in the operation process and bottlenecks in different stages of the baby industry force us to think: traditional channels are facing survival crisis, how to integrate resources, chain and professional operation? Say goodbye to the era of high gross profit, how to let the brand release power in the channel? What can be the high value-added category that really glues store traffic?" In the 2016 Anhui · Angel Net -- China Baby and Children Industry Retail Development Forum, Zhu Yinhong, general manager of Angel Yeast Nutrition and Health Division, spoke out the wishes of most baby and children stores.
Zhu Yinhong/General Manager of Nutrition and Health Division of Angel Yeast
If at this time last year, the industry is still looking at the "still hold the pipa half mask" New Deal for milk powder, then at this moment, the New Deal is set in stone, the era of high milk powder price and high gross profit has become unmemorable past time.
The new policy comes at the same time, the affordable overseas milk powder also comes, it can be said that in the past, milk powder is the most important source of profit for baby stores, such an important role was called "ka" by the director, the impact is very obvious. Not only milk powder, but also the golden age of diapers has passed. The competition among a large number of homogenized products has driven prices down all the time. Diapers have fallen into the false prosperity of "large volume but low profit", and become cannon fodder for e-commerce.
Is it just that? No. The market is also clearly feeling the shift in consumers.
As consumers become more purchasing power, they also become more rational and picky. They have a stronger reliance on product brand power, a more diversified demand for product categories, and a stronger demand for intangible additional services than ever before.
In addition, the era of mobile Internet has come, which not only impacts offline stores, but also brings new traffic entry. Many baby chains have experienced the transformation from offline to online, until today, they put forward the concept of "omni-channel".
In the face of this new normal, baby stores have to change time.
Define new stores
Policies have changed, consumers have changed, and the environment has changed. How is this change presented in baby stores?
In this regard, Zhongtong media chief planner Luo Wengao pointed out that from 2013 to today, the whole baby industry is in a period of drastic change, for baby stores, manpower, rent and other aspects of the cost are soaring, baby stores business format to the direction of the store development, constitute an ecosystem, like King of children, at the same time, there are some chain began to sink to the county market, Even township - level market, emphasizing service - oriented.
The second change is the structural adjustment of categories. With the decline of the margin space of milk powder, liquidity products and profit products have changed. The high margin of nutrition products has been recognized by everyone, accounting for as much as ten percent in some stores.
Third, the way customers gather has changed. In the past, the way of collecting customers was either holiday activities, or leaflets, etc., but now in recent years, more and more stores rely on mobile communication tools and terminal joint promotion to collect customers.
The fourth is the change in the means of competition. In the past, there was a price war and a sales war, but in recent years, the whole means of competition is centered on the way of service, focusing on goods, and shifting to the experience and feeling of consumers.
Luo Wengao/Chief Planner of Zhongtong Media
Chase the fresh air vent
The introduction of the New Deal in the end how much impact on the store?
If milk powder diapers become a drainage category, cannon fodder category, then who can become the profit of the channel?
In the dialogue session of this forum, Wang Chen, editor-in-chief of Zhongtong Observation, got the answer by talking to representatives of excellent distributors.
From left to right: Wang Chen/Editor-in-Chief of ZhongTong Observation, Yu Liang/General manager of Fuyang Yige Baby, Li Xiangju/CEO of Hunan Maternal and Child World E-commerce, Tang Jihong/General manager of Lu 'an Aiying Golden Cradle
Yu Liang, general manager of Fuyang Yige Baby, pointed out that the formula registration system has a process. The country has adopted the method of administrative elimination to regulate the milk powder industry. Under such circumstances, baby stores should make basic categories on the one hand to ensure the flow rate, and on the other hand, they should also have strategic categories. For Yige baby, nutrition, complementary food, supplies and so on need to strengthen.
In the eyes of Tang Jihong, general manager of Lu 'an Aiying Golden Cradle, the new policy has played a role in protecting the baby industry: first, the product will be safer; Secondly, the quality will be improved. Good upstream manufacturers occupy the mainstream of the market, which is a good news for children's stores.
When it comes to the categories to be focused on in the future, Tang Jihong is optimistic about nutrition products and emphasizes that nutrition products must be an important category for baby stores in the future.
Li Xiangju, CEO of e-commerce of Hunan Maternal and Child World, said that the new policy may have an impact on some stores, but it does not have an impact on the stores of more than 10 years, and the impact on maternal and child world is not big.
When it comes to what kind of products to choose, Li Xiangju agrees with Tang Jihong's point of view that quality, safety and strategy are very important for baby chain.
Li Xiangju believes that health nutrition is a focus of family consumption, and nutrition products will bring new profit increases for baby stores in the future. However, health nutrition products have always been faced with the threshold of professionalism, so it is necessary to improve the professionalism of the staff's nutrition knowledge.
In this respect, the channel needs strong support from manufacturers, especially in the training of dietitians. Because to improve the professional service ability of stores requires the investment of real money and the support of professional resources, which are unable to be achieved by regional distributors. In this respect, Anginette is ahead of the market. According to Li Xiangju, when sales reach a certain level, Angel will send corresponding nutritionist training quota, which is worth a lot of money. The improvement to its chain system will be huge.
Tang Jihong agrees with the active investment in training. She has invested a considerable amount of money in training over the past year and the results have been immediate.
The development of infant and child nutrition
Jiang Bo, assistant general manager of Angel Yeast Nutrition and Health Division, explained the development trend of infant nutrition products under the new food safety law.
Jiang Bo/Angel Yeast Nutrition and Health Division Assistant to the general manager
He pointed out that in recent years, new regulations have been introduced, including the new food safety law, the new advertising law, health food registration and management regulations, infant formula milk powder registration and management regulations, health food labeling supervision and management regulations, which to some extent increased the strength of nutrition and health products marketing.
However, the advantages outweigh the disadvantages. The improvement of laws and regulations has raised the entry threshold of nutrition products, which has played a positive role in purifying the market and promoting the healthy development of industry norms. As long as we find reliable brand cooperation, nutrition products will become the next "magnet" for children channel, ushering in great development.
After 25 years of development, Anginute has formed the industry reputation image of "the strongest research and development strength, the most complete product line, the most professional service", and become the leader of infant nutrition products. At the same time, Jiang Bo pointed out that Anginute is constantly improving the series of maternal nutrition products, because "mother" is the manager of family health, impress the mother, the baby store will become a health platform for the whole family. The marketing of infant nutrition products should start from the education of expectant mothers. Anginute will create a nutrition ecosystem with mothers as the core, forming a complete closed loop.
Breakthrough from a new Angle
In addition to categories and brands, what are the breakthroughs in baby stores in the torrent?
Li Jian/Leader of practical training in China's baby industry
The first is fine management.
Li Jian, the leader of China's baby industry training, knows this very well. Li Jian pointed out that the real needs of customers fall on the "professional" two words, only have a professional worthy of the brand. How to be professional? Start with the details.
For example, there are many brands in the baby industry that do not introduce this detail. When it comes to good milk powder, consumers have different answers in their hearts. And we all know, "good air conditioning Gree made", "milk tea is Xiangpiaopiao", "fear of anger drink Wang Lao Ji" and other popular advertising slogans. Therefore, it is important to pay attention to the implication of introducing brand characteristics.
So, what should Angie do? I think that's Child Nutrition for Angie.
Wenqin/Maternity Services Specialist
The second is service upgrading.
Wen Qin, an expert on maternity services, said 60.9 percent of new surrogate mothers felt they lacked knowledge and experience in pregnancy, 88.8 percent had little or no knowledge of pregnancy, and 12 percent were willing to go to a professional fetal education center to receive paid pregnancy guidance. In the face of this demand, how do stores seek a breakthrough?
The answer is service upgrade. Baby stores need to extend their services to the front end, as more and more market feedback now suggests that pregnant women will be the top traffic entry point in the baby industry. To serve pregnant women well is not only to get the pre-pregnancy market, but more importantly to introduce the customer flow for baby stores, and even to lock the postpartum market.
It is said that e-commerce has impacted baby shops, which is not wrong, but it has also inspired the upgrading and transformation of baby shops. If it were not for the cross knife of e-commerce to seize love, today's pioneers of baby shops would not actively extend their business to pre-pregnancy and postpartum, and would not invest heavily in training nutritionists to improve the professionalism of their services.
The characteristics of baby and child consumption behavior determine that baby and child industry is not fast-moving consumer goods with only a few seconds of decision-making time. Consumers need face-to-face professional communication, which can never be replaced by e-commerce. Perhaps some standard categories will be taken away by e-commerce, but more high value-added categories will be continuously developed to contribute profits and forward development power for the baby industry chain.
And these departments, will be firmly in the hands of children's stores. E-commerce has destroyed our world and opened up a new world for us.
