Twenty years of mother and baby, the era of lying down and making money has passed. At that time, countless large and small mother and baby shops opened. Some businesses looked great, while others did not make any money. There are many players who enter the game and few who break the game. Among them, the competition between different channels is inevitable. Some store owners complain that the reason why their own business is difficult to do has a direct relationship with the hypermarket. So, what exactly is the mother and infant store and the hypermarket's mother and infant area? To compete?
Maternity Stores and Hypermarkets
The store operators do it alone, keep the store personally, and do business related to baby products. With several of them as the core, they implement a multi-brand strategy, and other products are operated with collateral. As far as location is concerned, generally in hospitals, communities, townships, etc., the purchase channels are smooth and can be replenished in a timely manner. Generally speaking, the business area is not less than 50 square meters; the initial purchase capital is not less than 40,000, and the reserve fund is not less than 20,000 yuan.
Hypermarket maternal and child zone:
Enter the local popular supermarkets or shopping malls, and the shopping malls are divided into commissions or rents. Generally speaking, the first period of purchase funds is not less than 20,000 yuan; no need to consider decoration, no need to consider connections, just choose the right product. Operators can enter and retreat. If the business is really bad, they can withdraw from the whole body. If the business is good, consider opening a specialty store.
How do specialty stores compete with hypermarkets?
First, passenger flow
On the surface, compared to specialty stores, hypermarkets have a much larger foot traffic, but many of them are just non-potential consumers who come in and take a look, people are here, and consumption motivation is still being brewed, and The area for each brand is just one step away. Customers will not stay for a long time. The interference between brands is also very strong. Shopping guides can easily miss sales opportunities. For customers who are not particularly willing to purchase, in the fast-paced reception, it is easy to be disturbed, and the shopping guide is difficult to create humanity, so the transaction volume is also extremely limited.
In contrast, specialty stores, although the daily passenger flow is relatively small, but the visitors are potential customers, most of them come with a strong willingness to buy, customers will stay longer after entering the store, they can fully enjoy a relatively The complete reception process makes it easy for shopping guides to take advantage of themselves to "take down" customers in one fell swoop. In addition, there are slightly more repeat customers in the specialty stores. The friend-like service of the shopping guide will make the store gain a large number of loyal customers. Old fans and new customers are also a means.
Generally speaking, operators of maternal and infant products will choose popular hypermarkets with good reputation and consumers ’favor, and use the hypermarket's own brand effect to provide benefits for them, which also saves a lot of publicity and advertising costs. As long as there are consumers in the store, there is hope for their own business. In addition, some mother-infant consumers doubt the credibility of small specialty stores, and they are more likely to trust large stores and feel secure. This sense of trust is built on the foundation of the overall brand of the store, and it can also be regarded as a part of the store. Big advantage.
For the specialty stores, fighting alone, everything can only depend on themselves, so it is not advisable to compare your own disadvantages with the flash points of others. Faced with the overwhelming advantage of the popularity of hypermarkets, what the stores should do is to actively build the brand awareness of their own products and the professionalism of the shopping guide service personnel in the communication with customers, while highlighting the professional positioning of the stores, in a sentence. Is to use their own professionalism to counter the popularity of the store.
The nature of the hypermarket determines its service standards. When shopping in the supermarket, it will involve multiple links, such as service centers, salespersons, shopping guides, cashiers, and delivery staff. There are multiple docking points, which is difficult. To achieve a very meticulous and thoughtful service, if a large or small problem occurs in a certain link, it is easy to affect the final decision of the consumer, thus giving up the purchase.
In contrast, as an independent store, the specialty store is basically a one-stop service. Consumers can see all the products they want to pay attention to in a small store. The same salesperson is often served from the customer's entry to the customer's transaction. Yes, the humanity is relatively heavy, which is conducive to subsequent sales. In addition, the maternity and baby product line of the maternal and infant store is longer and deeper, and consumers can buy more different professional products.
Fourth, sales force
Whenever there is a festival, there must be activities in the hypermarket. The maternal and infant area in the hypermarket follows the pace of the entire hypermarket. It is often planned by the headquarters. It has poor autonomy, lacks sufficient flexibility and flexibility, and has time and place. They are very fixed, and customers are very surprised when they adapt to this routine.
The specialty store is different. The store is owned by the owner. Naturally, it is the final decision. The play space is relatively large. There is no need to consider too many rules. The time and place of the promotion can be freely adjusted at any time. For the promotion time, it is recommended The specialty store will be carried out in advance to carry out sniping on fixed festival activities in hypermarkets. In addition, hypermarket stores are fixed, and specialty stores can go out, enter hospitals, communities, streets, parks, etc., and make targeted promotions.
Written at the end: In the past two years, everyone has been shouting that business is difficult to do. In fact, it is not that there is no business, but that there are more and more people doing business. The competition is fierce and the money is not easy to earn. Therefore, while the store operator complains, he must first find the cause himself. The problem must always be solved, and it can always be solved. Finally, at the beginning of the new year, I wish everyone business is booming and getting better and better.