With the rise of young consumer power, the call for consumption upgrades is getting higher and higher. When young parents after the 90s and 95s became the backbone of mother-to-child consumption, mother-to-child retailing began to enter a new stage. In the past, retail pursuits focused on products (what we provide) as the core of operations. At present, new retail pursuits focus on retail innovation that meets the needs of people (what consumers want). When consumer demand updates and iterates, market competition becomes increasingly fierce, and products are bound to Changes will follow. Today, let ’s take a look at the 20 years of which mothers and infants have changed what has not changed.
I. From basic needs to focus on experience
All the needs originate from some kind of lack. Without the lack of demand, it will not be formed. Therefore, the previous consumers paid more attention to the performance, use and cost-effectiveness of the product. When the functional requirements were met, consumers began to pay attention to experience and attention. Process . At present, the era of extremely rich goods, consumers' basic demand for goods has become saturated, and they began to value the experience gained when buying goods, which means that the goods have an extra "coat" on the original basis. Especially when the post-90s generation has become the mainstream group of mother and baby consumption, they enter the store for shopping, not only looking at the in-store environment and product brand, but also deeper is to feel the service and seek the experience.
Compared with the sales staff of other products, the sales staff of mother and baby stores need more professional knowledge to provide professional services to customers. Professional services are mainly reflected in two levels: first, professional sales services, and second, other differentiated service items. We must give full play to the role of empathy, serve from the perspective of customers, establish emotional connections with them, and give consumption. Best experience.
From domestic brands to international brands
When it comes to consumption upgrades, the biggest trend in the mother and infant industry is that consumers are paying more and more attention to quality and internationalization, and have higher requirements for the quality and function of goods. Data show that the top five diaper brands are relatively centralized categories, all of which are foreign brands, with a contribution rate of nearly 40%, which is a highly centralized category. In the milk powder category, imported milk powder still accounted for 60% of the offline channels in the past year, with a growth rate of up to 16%, and continued to erode the share of domestic brands.
From the previous focus on prices to now more emphasis on quality, maternal and infant consumption is moving towards high-end development. On the one hand, young users who are new parents are more mature and discriminating in consumption choices. The rapid development of cross-border and Haitao has provided them with a new purchasing channel and is willing to pay for high-end imported products; another On the other hand, unlike the previous generation's "expensive is good" consumer concept, they value quality, but do not follow the price blindly. They have started the era of refined childcare, pursuing foreign influencers and following international fashion tastes.
Third, pay attention to high-tech, multi-function, personalized
Today's mother-infant retail channel is facing post-90s moms. Their consumption concepts are different from the past, and their cognition has also changed greatly. In the past, they were unified, but now they are personalized, diverse and niche Turned into. In terms of product purchase, they do not follow the trend, but are willing to buy a niche brand that suits them. At the same time, shopping behavior data reports show that some high-tech products, or practical, multifunctional and portable mother and baby products are being welcomed by more and more consumers.
In addition, as the times change, the entire mother and baby market has changed. In addition to being keen to try new models and new shopping experiences, young people are more concerned about new products. In this new air, some bosses who are deeply aware of the importance of beauty value have seized a rare opportunity. A group of online celebrity mother and baby shops have emerged at the historic moment. From product quality to beauty value economy, it can be seen that beauty value economy has already become the right one.
First, safety and health
Although the baby's things have some fashionable elements, its core appeal is still safety and health . Safety and health not only refers to the safety and health of the product, but also the concept of safety and health.
The mother and infant group is a relatively special group. Whether it is milk powder for babies, diapers or clothes they wear, they are extremely sensitive. Safety and health are standard in the mother and infant industry, and they are the core foundation and bottom line. At any time, the safety and health of products is always the most important issue for consumers. This is unchanged forever, because once a problem occurs, a blacklist will be left in the minds of consumers.
It is undeniable that the products that make customers ultimately pay are often not the cheapest, but they think the most cost-effective. In the process of purchasing goods, most customers will take the value of the face, word of mouth and other factors as a reference, especially the current mother and baby consumer group, they do not buy expensive, only buy the right, more are still considering cost-effective, in the end Decide whether this product is worth buying.
In addition, according to the "Report on China's Middle-Class Women's Consumption", 46.6% of people pay more attention to the "cost-effective" factor when purchasing goods. In other words, as a rational consumer, the blind pursuit of "foreign brands" or high-priced products is no longer desirable, and high cost performance is still the first choice.
Third, professional consultants
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 Services for additional questions.
Now no matter which store, there will be shopping guides. For mother and baby stores, it is the most important to understand the product marketing and shopping guides to accompany the childcare. Customers need to know the goods when they enter the store to buy things. Solve and guide. Promoting mother-to-child consumption from pure purchase to a professional advisory service experience is also the “recipe” that most touches and directly captures the young mother-to-child consumer group.