In the past, the profit category of the mother-infant channel was mainly milk powder, and nutrition products have always been in an awkward position; with the implementation of the new policy on milk powder and the proposal of a healthy China strategy and the full opening of the second child, policies for health awareness With the continuous improvement, mother and infant nutrition products have gradually evolved from a non-essential consumer product to a rigidly needed product in life, and market dividends have arrived.
Maternity store profit category transfer
With the gradual progress of the strictest new milk powder policy in history, the pattern of milk powder categories is gradually becoming clear. The normal state in the post-milk powder era is brand oligarchization, and the gross profit of categories is getting lower and lower. Especially as the number of newborns continues to decline, the market size of milk powder products will generally decline.
At the same time that the profit of milk powder terminals has fallen, store operating costs have risen against the trend. At the same time, post-90s consumers have become the main consumer group in the mother and infant market. New consumption concepts and consumer demand have begun to change the sales position of non-milk powder products in the terminal, such as children's clothing. Category and nutrition category, the era that originally relied on a single milk powder as a profit contribution point has receded with the tide.
"People have no long-term concerns, they must have near-term worries." At this moment when the shuffle is approaching, how do companies and mother and baby shops choose? No longer relying solely on milk powder categories, attaching importance to product structure optimization, expanding new categories as new growth points, and developing a diversified profit model have become an urgent priority for mother and baby stores.
Mother and baby nutrition has become a new growth point for mother and baby retail
In the future, which categories are expected to bring new huge increases to baby and baby stores? According to relevant data, the proportion of non-traditional maternal and infant products in store sales is increasing, and systematic surveys conducted for maternal and infant retailers have also shown that maternal and child nutrition products have become non-baby and child stores that are being sold or intended for shelves. The first place in the traditional mother and baby product category. In fact, the future potential of this category is immeasurable.
With the post-80s and 90s officially becoming the main force of mother and baby consumption, this generation generally has a high level of education, a significant increase in income levels, a significant improvement in consumption concepts, and a great improvement in purchasing power compared to the previous generation. We value the safety and quality of maternal and infant consumption. For the growth and development of babies, Bao Ma's focus is on intellectual development, immunity / resistance, nutrition absorption, and intestinal health.
The influence of industry policies, changes in consumer groups, promotion of consumer ideas and consumer health awareness have all promoted the active evolution of mother-to-child channels, and mother-to-child nutrition products are on the rise.
Many brands and types
Lack of leading brands and product innovation
Although the mother and infant nutrition market shows a rapid growth trend, the current market structure is still in the Warring States era. Due to the low entry barriers of the nutrition industry, a large amount of capital has flowed into the industry. According to incomplete statistics, the number of domestic mother and infant nutrition brands exceeds at least 2,500, and nearly 90% are for OEM production, such as Guangdong Yingli and Hunan Yingshi Brands such as Guangdong Shuangxiong, which have been immersed in the baby food industry for decades and have independent production bases, are extremely rare. Strangely, although there are many brands, the maternal and infant nutrition industry lacks leading brands at the level of big names. This tens of billions of markets does not have the obvious echelon distribution like formula.
In the past 10 years, mother-to-child nutrition brands have focused their efforts on channel expansion, with less investment in brand media and more competing products in the industry. Few brands can sell the entire product, but only Promoting its flagship products has greatly reduced the reach of such brands' influence and popularity, which is also one of the main reasons for the lack of strong leading brands in maternal and infant nutrition.
Leader and innovator of maternal and infant nutrition
The vast majority of companies in the maternal and infant nutrition industry do not have strong scientific research capabilities. At present, many manufacturers can only rely on imitating competing products to survive. As a result, the current phenomenon of homogenization of maternal and infant nutrition products has become serious. The company has just developed a new product, and soon more weird counterfeit products appear on the market, which has greatly discouraged the company's enthusiasm for new product development.
For enterprises to survive and develop and continue to have core competitiveness, blind imitation of competing products will surely lead to a dead end. This situation is expected to change as the consumer market evolves. There are currently a number of outstanding brands. After experiencing many turbulences in the nutrition market, they realized that to seek new development, they cannot rely solely on channels. Instead, they must break through brand development by increasing brand awareness, improving product quality, and constantly innovating. bottleneck.
Internal and external
Enhance core competitiveness
The glory of the past does not mean that the future will always be glorious. As a new round of growth in maternal and infant nutrition comes, whether it is a maternal and infant nutrition brand or a retail channel, in order to seize the leading position in the industry, both internal and external must be completed. On the one hand, it takes advantage of internal advantages, strengthens the construction of talent echelon, and improves the team service On the other hand, it should also integrate the industry's advantageous resources, such as external platforms such as media platforms and professional institutions, to make up for the shortcomings of enterprises to a certain extent.
As more and more enterprises focus on product quality, export professional nutrition knowledge, and provide value guidance and services around consumers, the mother and infant industry will definitely move towards a healthy and vigorous tomorrow.