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The underlying logic of "goods" has changed! Where should the focus of future baby and baby stores be?

发布日期: 2019年05月30日 Source: New Mother and Baby StoreRelease Date: May 30, 2019 Franchise

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.

change

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.

constant

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.

Cost-effective

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.

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Le Mom

  • (Visitors) 7 days ago

Reply to the topic: “Central suspension without school suspension” was deflected and attracted the public. The Ministry of Education answered questions about the “School suspension without school suspension” related to the postponement of primary and secondary schools.

While asking our parents to return to work, it is homework for various groups in the school. It is a sophomore, Chinese, mathematics, English, music, sports, art, and so many groups. Parents must accompany their children to read and complete the tasks. Then take pictures, videos! Then, parents are back to work. How can these homework be completed? Is it time to return from work? It's really unreasonable. Parents are tired.

Luo Jiahui

  • (Visitors) 7 days ago

Reply to the topic: “Central suspension without school suspension” was deflected and attracted the public. The Ministry of Education answered questions about the “School suspension without school suspension” related to the postponement of primary and secondary schools.

I think the health of students is very important now, especially under the background of this student, there are already a large number of students with myopia. Why does the school education even force students to watch it so that glasses ca n’t work in a day, I I am a senior in high school. I have to stare at the screen for at least four hours a day. The glasses are really tired, and it takes about seven or eight hours a day to do questions on the screen. The glasses are really too high.

Oops

  • (Visitors) 7 days ago

Reply to the topic: “Central suspension without school suspension” was deflected and attracted the public. The Ministry of Education answered questions about the “School suspension without school suspension” related to the postponement of primary and secondary schools.

Teachers, parents, and children all torture each other. Actually, the kindergarten also recorded online lessons. I did n’t think it was necessary for my second grade. The teacher could arrange special homework, copy papers, diary and manual. The damage to the eyes is great, and the loss is worth it.

Yunpiao

  • (Visitors) 7 days ago

Reply to the topic: “Central suspension without school suspension” was deflected and attracted the public. The Ministry of Education answered questions about the “School suspension without school suspension” related to the postponement of primary and secondary schools.

I'm curious. Except for the supplementary classes for the junior high school and high school winter vacation, aren't all the elementary and middle schools yet to start? Generally, it is around February 25 every year. Why are there live lectures everywhere? How are the students' schedules arranged? Looking at parents' phones all day long?

The commoner is far away

  • (Visitors) 7 days ago

Reply to the topic: “Central suspension without school suspension” was deflected and attracted the public. The Ministry of Education answered questions about the “School suspension without school suspension” related to the postponement of primary and secondary schools.

Suspension and non-stop online teaching is to make head decisions, without considering the actual situation of each teacher or student, can it be equipped? Non-graduate classes may be delayed for the summer vacation and shortened.

Live the Royal Sister Rice

  • (Visitors) 8 days ago

Reply to the subject: Wuhan million elementary and middle school students start online classes, unified lessons in the morning, personalized coaching in the afternoon, missed live broadcast can watch video playback

I think this form is very good. In the fifth grade, a class is only about 15 minutes. It is very efficient. Think about how much time you usually waste at school. After listening, the child can rest and do his own work. He finishes his homework at six o'clock, and the evening time is all his own.

Zheng Yu brother

  • (Visitors) 8 days ago

Reply to the topic: Wuhan million elementary and middle school students start online classes, unified lessons in the morning, personalized coaching in the afternoon, missed live lessons, see video playback

It looks like a good thing, but it's impractical to think about it a little more, one without teaching materials, two without teaching participants, three without multimedia courseware, and four without classroom feedback and interaction. How to keep the network unblocked? How to ensure everyone's participation? Does the leader feel that the teacher can talk like a speaker for three hours without stopping? Usually carrying the new curriculum standard with students as the main body of the classroom, at this moment, the teacher sang a monologue.

Worchen

  • (Visitors) 8 days ago

Reply to the topic: Wuhan million elementary and middle school students start online classes, unified lessons in the morning, personalized coaching in the afternoon, missed live lessons, see video playback

This is indeed a new transformation. The teacher did not expect that one day it would become a webcast anchor. Maybe one day, the teaching methods changed due to the virus epidemic in the new hall increased the popularity of online education. In fact, from one aspect, this is also necessary for the progress of the times. School education can also be diversified and adapted to different courses on different platforms.

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