Predicting the future is almost impossible. There are too many market variables, and it is somewhat unreliable to “determine” the future uncertainty in advance. However, as long as life continues, people's exploration of the future will continue. Recently, Accenture released a white paper entitled "Future Operation Model of the Consumer Market." It can be seen that in the future, in a highly disruptive world, the market will be consumer-centric. Based on this, what should mother and infant retailers do?
As early as 2013, it has ushered in the great development stage of e-commerce, which has also brought pressure on many people. In this process, many merchants began to reorganize how to communicate with consumers, how to communicate with consumers, how to reach consumers, and how to better serve new consumers.
Transformation of business ideas: from focusing on products to focusing on people
Traditional business ideas are all about operating products. The growth of performance is based on the superposition of products, but this situation will inevitably change in the future. In the next 10 years, consumers will have more choices and greater control than ever before. They will face an ever-increasing range of products and services, most of which are tailored to personal preferences.
It can be said that the right to speak has really changed from a merchant to a user. The mother and infant industry has been transformed from a seller's market to a buyer's market. Customers have better choices and are no longer forced to accept what this market has given them. The era when consumers are king is ushered in. To quote the more frequently said sentence in the service industry now, "Customers are God" or "Customers abuse me thousands of times, and I treat customers like my first love." This is a slightly exaggerated joke, and it is also a real phenomenon.
Demographic changes: Consumption shift from post-85 to post-90 / 95
First of all, the post-90s live in the era of the mobile Internet. In other words, the vast amount of information they receive and the consumer behavior they generate are dominated by the Internet, and the perception of the entire society also originates from online media and their own social networks. Secondly, the time when China ’s economy resolved its food and clothing needs was around 1992. The people born after this can be said to have never really been poor. Compared with the post-85s, most post-90s and 95s are only children and are even more vulnerable. Given more spiritual and material care, their spending power is even greater.
Therefore, when analyzing how the consumer market will change in the future, it is necessary to consider changes in the demographic structure. As a retailer, we must first consider what generation we are serving? What kind of people? What are their consumption habits and behaviors? Make adjustments accordingly.
Changing consumer groups: mother-to-child consumption shifts from mother to family
In traditional cognition, the childcare market is the "battlefield" for mothers, dominating everything about children. According to the “Mobile Internet Family Parenting Recording Tool Market Analysis Report” released by Analysys and the pro-baby, male and grandparents ’parenting participation is gradually increasing, and male users use more than one-third of the parenting application recording tools Is on the rise. In many families, the trend of large-scale mother-to-child consumption where fathers take the lead in decision-making has begun to emerge.
It is not difficult to see that the current consumption of mothers and infants is extending to household consumption. Because raising a child is not just a matter for the mother alone, it is a family matter, including the generation of fathers and grandparents, that is to say, the mother and infant industry at this stage has begun to extend to family consumption. For mother and infant retailers, with the change in consumer demand, male users have stronger spending power than female users. Therefore, the business will continue to expand and the entire business radius will continue to expand.
Upgrade of maternal and child services: from pure purchase to service experience
The mother-infant industry is different from other industries. For mother-infant retail, consumers value trust and emotion. As a retailer, we must provide more credible content so that these consumers can communicate with us spiritually and emotionally. In the end, he is willing to pay for this trust and for this emotion. Although the domestic market for infants and toddlers is currently large, some large sales platforms are lacking. Consumers need a large "supermarket" that is reliable and full of goods. Here, they can not only purchase the required products in one stop, but also enjoy To additional services.
Providing consumers with real-time online health consultation and professional and authoritative mother-to-child knowledge through new methods such as voice and video, which are highly sought after by young parents, this is undoubtedly an effective reassurance for consumers, which not only increases consumers Trust at the same time, it can also increase the stickiness of consumers to the greatest extent, thereby increasing passenger flow.
It has realized that the consumption of mothers and infants has been upgraded from pure purchase to a service experience. This is also the "recipe" that most touches and directly occupies the young mother and infant consumer group. Where Mom Goes has provided service items such as health care and moon care for mother and baby shops, making your store unique. Only by serving users well can we maximize the release of the mother and infant consumer market.