Henan's mother and baby market is entering a stage where brands, agents, and channels are highly harmonious.
On March 21, 2019, "Moving China · Henan Station" hosted by Zhongtong Media successfully concluded in Zhengzhou, Henan!
Strategic cooperation unit:
Henan Hefangtang Trading Co., Ltd., Zhengzhou Jieyu Trading Co., Ltd., Baby Special Beauty (Zhengzhou) Maternity and Baby Care Promotion Agency, Zhengzhou Yilang Health Management Co., Ltd.
Infant, Nutri One Nutrition, Xiaoshuaiyang, Yingshi, Shiyoule, Carnations, Adaly
Dinner total title:
Zhengzhou Richu Trading (Group) Co., Ltd., Zhengzhou Baby Online Pregnancy and Baby Products Co., Ltd., Infant Health Shopping Plaza, Zhang Shu Milk Powder Monopoly Marketing Co., Ltd., Jiaozuo Aiduo · Baodian Baby Products Chain, One Meter Baby in Nanyang City Guangmao Baby Chain, Luoyang Good Mommy Chain Maternal and Baby Store, Luohe Infant Pregnancy and Baby Products Co., Ltd., Zhumadian Lucky Trade Co., Ltd., Zhengzhou Mengxiang Pregnancy and Baby Management Consulting Co., Ltd., Henan Shibacheng Trading Co., Ltd., etc.
On March 21, 2019, "Most Selling China · Henan Station" hosted by Zhongtong Media successfully concluded in Zhengzhou, Henan!
Luo Tongwen, the founder and general planner of Zhongtong Media, pointed out in the opening speech "Growth Direction and Focus of Competition" that the five "??百乐宫网上游戏??" in the mother and infant market, namely, relying on new people; capturing new categories; nurturing new brands; applying new technologies Build a new business format.
The store's future focus should be on the following aspects: front-end value and back-end efficiency; professional; mature and growth categories; sensitivity of the new consumer-oriented guidance; and the speed of childcare consultant training.
Luo Tongwen, Founder and Chief Planner of Zhongtong Media
In particular, the "sensitivity of the new consumption guide" is very important.
"Now the consumer population is constantly transforming, the consumption concept can be said to change instantly, so that the store is" invincible. "Therefore, selling products is not what we can lead. Mothers and infants must work hard to change and learn because the change of the era is not upstream control. It's consumer control. "Zhang Shu, chairman of milk powder, said.
Zhang Shu, chairman of milk powder, Zhang Shu
Therefore, after experiencing rough and rapid development, the mother and infant industry has begun to enter the era of intensive cultivation.
Because mothers and infants can no longer "suffocate their heads" to do business, they have to go out of their "comfort zone", get close to consumers, feel the changes of the times, and more importantly, make changes.
The mother and infant industry enters the era of intensive cultivation
Tan Yue, a special lecturer and chief expert of Youlan Consulting, said that in China ’s mother-and-baby industry, enterprises are becoming more and more homogeneous, and it ’s difficult to have a unique and durable selling point for their products. ; The growth of more companies or stores relies too much on vigorous promotion, high shopping guide incentives, and companies are caught in the Red Sea, struggling to survive; brand profits are thin, and how to make category brand choices is a compulsory course for stores.
Tan Yue, Distinguished Lecturer, Chief Expert of Ulan Consulting
Therefore, the primary premise of intensive cultivation of the mother and infant industry is to subdivide the categories.
Jiang Lixin, general manager of Infant Shang, said that complementary food, a small category that used to have only 2-3% of mother and infant stores in the past, hides a huge blue ocean market behind it. "On the one hand, the change of mothers' feeding concepts after the post-90s and post-95s has driven the growth of this industry. It is expected that the penetration rate of complementary foods will increase from 20% to 50% within 3 years; To nine months or more, it has fully driven category growth. "
General Manager of Infant Jiang Lixin
Li Anwei, general manager of Tonglang believes that the future of mother and infant is a segmented industry, and that nutrition products will increase considerably, but the existence of disorderly nutrition products is also objective. Therefore, we must carefully select nutrition brands, do nutrition scientifically, and do it with care. Increment.
Li Anwei, General Manager
Wan Jianming, the core founder and vice president of Ying's Holdings, also believes that the increase in segmented categories will rewrite the second half of the baby's pattern. There are three potential categories: complementary foods, growth pants, and nutritional products, which are about to usher in a billion-dollar increase. the amount. Wan Jianming said, "The penetration rate of complementary foods needs to be increased, and it is expected to grow by more than 70 billion; the growth rate of growth pants is currently 1.7 times the growth rate of the broader market, and the education level of the consumer market is still deepening, and the growth is objective; and Probiotics are expected to achieve a 200% growth within five years, and will be upgraded to a 100 billion yuan industry, welcoming blowout development. "
Wan Jianming, Core Founder and Vice President of British Holdings
However, Zhang Yongqiang, general manager of Yingtemei reminded: "The growth of emerging categories is very important, and the strength of traditional sectors cannot be ignored, such as supplies, which still play a very important role in stores."
Wu Yaming, general manager of Yimi Inflight also shared the successful operation model of the emerging sub-categories. Wu Yaming said, "We try to open a store with a partnership system and extend it to other categories. The category partner model is made by one or two people, and then The company pays dividends. In this way, the attention, learning ability and initiative of the person in charge will be very strong, which is worth learning from. "
Wu Yaming, General Manager of One Meter
The change in category structure is only the first step, and intensive operation management is an important "engine" to promote high growth.
Wang Jinghua, founder of Mido Big Data, said that in the Internet era, especially after the 90s, consumers have been greatly "spoiled". "What the store has to do is to satisfy its" three full five senses ", that is, all weather, all scenes, all Experience; sense of presence, participation, ritual, sense of accomplishment, happiness. "
Wang Jinghua, Founder of Mido Big Data
How to do it?
Ironworking also requires its own hard work, whether it is an agent or a store, it must be prepared for fine operation management.
Yang Changdong, general manager of Hetang, said that agent selection is greater than effort. Selection is part of strategy and effort is part of tactics. As market competition intensifies, positioning is becoming narrower and narrower. It is a forced and active choice, and positioning must be precise. ; Upstream and downstream become professional, middlemen need to be standardized and specialized.
Yang Changdong, general manager of Hetang
Li Haijun, an expert in store operation management for the mother and infant industry, said that mother and infant stores are an important link between brands and consumers. In order to provide consumers with a better experience, we must pay attention to big data, and we must continue to enrich and apply big data.
Li Haijun, expert in store operation management in the maternal and infant industry
Guo Jiangtao, general manager of Baby House, also believes that "maternal and infant stores must realize online and offline interaction, online drainage, and offline customer lockout; attach importance to product structure adjustment; and attach importance to professionalization of personnel."
Guo Jiangtao, General Manager of Baby House
"More importantly, we can not only think of it, but also do it. We must clarify our origin and initial intention, and implement it step by step and time." The general manager Zhang Xiaowu said that in this process, the team's execution is the most important.
Zhang Xiaowu, general manager
Therefore, Xu Lin, Chairman of Jiaozuo Aduoduo, introduced that store employment must be younger, so that it can be closer to consumers. At the same time, we must not regret the cultivation of new employees. Through the "master master apprenticeship", new employees will During the month of internship, familiarity with the process and business will bring huge benefits to the store.
Xu Lin, Chairman of Jiaozuo Aiduoduo
Brands, agents, channels enter the stage of tacit cooperation
Wang Tong, editor-in-chief of Zhongtong Media, mentioned in the "Analysis and Analysis Report on the Maternal and Infant Market in Henan" that infant milk powder is still the core of sales and gross profit. Consumption imitation, market levels are compressed, and second-tier brands are fiercely competitive, but the opportunities are also greatest. The naked price operation is not so popular, I hope the supplier will sell it.
Wang Chen, editor-in-chief of Zhongtong Media
As a result, the supply side also began to make changes, using its own advantages to help channels to sell.
For example, Newfield Chairman Wang Haitao is targeting "cultural marketing" to help Henan's mother-to-child channel marketing upgrade and business growth. Wang Haitao said that "cultural marketing" is an important support for the traditional retail of mothers and infants towards new retail, and a series of tools of "cultural marketing" are powerful weapons to capture consumers' minds.
Newfield Chairman Wang Haitao
For another example, Adaly, a well-known French formula milk powder brand, has established long-term stable cooperation with stores through mature brand strategies and terminal sales strategies. Wu Ping, Sales Director of Adidas Business Unit, said, "As the consumption distance between cities, counties, and villages is getting closer, the market level is being compressed, and brand concentration has begun to accelerate. The brands needed by small and medium-sized stores must not only have profit margin guarantee, but also There must be a series of brand backgrounds, product quality, professional teams, after-sales service, etc. "
Wu Ping, Sales Director, Adali Business Unit
Yao Saiyu, general manager of Jieyu Business, said in the "New Channel Mainstream" talk show, "The current survival of agents, first, the integration of resources, second, the grafting of services and the professionalization of services on subdivisions. . This is a complete process, integrating core resources, integrating a good brand, integrating a good model, and then effectively docking to the store to provide quality services to the store. "
Yao Saiyu, General Manager of Jieyu Business
And all the aforementioned category management and adjustment, in the final analysis, is one thing: to meet consumer needs.
General Manager Gu Tai Meng Xiangqiang said, "Satisfying consumer demand is an eternal topic. What we have to do now is to meet consumer demand. Each generation of consumers has its own characteristics. Mothers and infants must take the initiative to understand Consumer characteristics and preferences cannot serve them according to our own thinking. "
Gu Tai, General Manager Meng Xiangqiang
Therefore, important efforts have been made from agents to retailers: agents make changes to better serve retailers; thereby helping retailers make changes and better serve consumers.
From selling Henan to selling China
Huang Luhua, editor-in-chief of Tencent's parenting penguin fairy tale and general manager of Penguin Mommy, released the "Research Report on Consumer Behavior in Henan Market", saying that the choice of purchasing channels for mothers in Central China is the same as that of mothers across the country. The products you can feel are reassuring, while the mothers in Central China value the ready-to-use product.
Huang Luhua, editor-in-chief of Tencent's parenting penguin fairy tale and general manager of Penguin Mummy
Therefore, we can see that although consumers across the country are universal, when they are specific to a certain region, there will still be great differences.
This has also created mother and infant markets that have developed in different regions of the country and to varying degrees.
Liu Lin, general manager of Zhongtong Media, said sincerely, "After research, we have selected seven provinces in the country, including Henan, Anhui, Shandong, Hunan, Hubei, and Guangxi, Guangdong, as the key landing areas for our sales this year. These regions have outstanding industry characteristics. The birth rate is relatively high, and the development of the baby and child industry is obvious. Special attention is paid to agency stores. "
Liu Lin, General Manager of China Tong Media
And moving pin, once narrowly understood by many people as promotion, in fact, moving pin means much more than that.
From selling to Henan to selling to China, from manufacturers to agents, from agents to stores, from stores to consumers, the chain needs to be fully coordinated in all aspects.
"Zhongtong Media will continue to explore good methods and new methods on the topic of marketing. It will also make use of Zhongtong's rich resources and combine excellent cases in the industry such as fast-moving consumer goods, daily chemicals, home appliances and building materials, and e-commerce through continuous research. , To provide you with more ideas, and I hope to provide you with effective methods and tools. "
Helping sell, win-win baby!
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