New family and new consumption, especially the new generation of mother and infant users who are mainly 85/90. While loving the baby and loving the family, the young Bao Ma before and after the pregnancy period also pays attention to herself, and the younger the Bao Ma The greater the emphasis on self-care. The change of mainstream users and the upgrade of consumption concepts have made post-natal rehabilitation, month-to-month, month-to-month centers, childcare and other maternal and child services become a large incremental market for new mothers and infants. But at the same time, the lack of non-standardized and specialized services, the emphasis on service attributes, and the growth traps under the operating model have become the gaps that practitioners must cross.
Taking the confinement club as an example, in the communication between reporters and practitioners, some people bluntly said that only 5% to 10% of the 10,000 confinement clubs in the country make money, and most operators are in hot water. What are the characteristics of maternal and infant users' perception and actual consumption of the confinement club? As a front-end entrance to the mother-infant industry, what are the challenges that Yuezi Club is experiencing and how to penetrate the single-person economy with in-depth services? Is Yuezi Club a retail channel worth investing in ... through user insights from industry data and with senior practitioners The dialogue gave us a deeper understanding of the confinement industry.
Insights from users of industry and health services: How do new mothers confine themselves?
According to the "Parenting Behavior Data Report" released by the Yuyuan in May this year, more than 80% of users during pregnancy / pregnancy think they may use offline maternal and child services in the future, and only 70% of childcare users are after giving birth After the actual use of offline maternal and child services. Among them, postpartum rehabilitation is the maternal and infant services that users think they are most likely to use during pregnancy / pregnancy; in fact, after the baby is born, the lactating nurse is the highest proportion of maternal and infant services actually used by childcare users, and the consumer month center Of users account for less than 10%. At the same time, among the childcare users who actually use offline mother-to-child services, recommendation by relatives, friends and acquaintances is the preferred channel, accounting for more than 70%, followed by recommendations from doctors and nurses. In addition, when choosing a confinement club, whether the service personnel have received formal training and obtained the skill qualification certificate is the most important consideration for the user. In contrast, the price advantage, the size of the service organization, and the popularity are not important considerations.
Report on Nursery School Parenting Behavior Data
From the perspective of users, lack of rest, childcare problems, postpartum pain, low breast milk, and poor physical shape are the five major problems that Baoma suffered during her confinement. Based on this, the high-quality services that Baoma hopes to receive from the confinement society are mainly reflected in two major aspects: First, in terms of diet, the quality of confinement meals determines the recovery of the physical condition to a large extent, and the baby's The quality of breastfeeding also depends on the mother's milk volume, so confinement meals are a very important part of the confinement club service. More mothers also hope that they can get the double protection of food supplements and nutrition; the second is the psychological level, Bao The family pressure and social pressure that mothers will face after birth will increase geometrically, so they hope that they can get more professional guidance and troubleshooting methods in the confinement club.
So how do new mothers make confinement, and what kind of consumption cognition does confinement club present? China's postpartum rehabilitation service user insight report shows that a new generation of mothers pay more attention to confinement, no matter for a series of purposes such as restoring physical function, continuous breastfeeding, and reducing postpartum pain and discomfort. We all put forward higher requirements for our postpartum health. At the same time, older Baomas have a higher level of acceptance of professional services. In contrast, Baomas over 30 years of age choose a confinement center / monthly confinement to provide health care. According to data released by the National Bureau of Statistics, about 50% of newborns were second-born in 2018, and the characteristics of second-born mothers are more prominent: high income, old age, relatively little time for themselves, and choice of services and maternity supplies I also have a more correct judgment, so the second child mother will choose the confinement club more.
In addition, over 80% of Baoma's acceptance range for confinement center fees is mainly in the range of 50,000 to 100,000, and the range of 10w-15w is 12%; more than 15w is only 5%. Of course, this does not rule out lower prices appearing in the market. According to senior practitioners, the competition of confinement clubs in Xi'an is currently disorderly. There are 150 confinement clubs in 8 million cities, and everyone ends up fighting for prices. However, this kind of confinement center is a penny and a penny. It has not cultivated consumer spending habits, nor has it made consumers feel that this is a high-end product.
95% of the "pits" and "pains" that practitioners of confinement clubs are experiencing
Compared with other industries, Yuezi Club is an asset-light and heavy-duty industry. 98% of club rooms are leased. Club staff is about 1.5 times that of users. At present, there is no head brand. The characteristics of development of decentralization and decentralization. The monthly unit price of a confinement club does not have a uniform national standard, it depends more on the local consumption level, club hardware standards, and soft services. Seems like it is a low threshold industry, but it has obvious ceilings and bottlenecks. It can survive in the past if it has the ability to carry it, and it will be eliminated if it cannot be carried in the past. Why do you say that? Long Fei, deputy general manager of Damei Maternal and Child Confinement Club, headquartered in Nanjing, told reporters, "Two elements of the service industry, including place and labor-intensive. For the confinement club, first, the number of beds is fixed, there are 20 There is an upper limit on the income of the rooms. The capacity of the second team, a 20-bed institution cannot support a lot of posts to develop. The bottleneck of the confinement club, first of all, the choice of the property accounted for more than 60% of the success, then the nursing team The professional level of the company guarantees the lower limit of the operation, no security accidents and customer satisfaction issues can occur, and the team's ability to deeply explore customers. "
As a more sensitive group, Bao Ma also determines that the service of Yuezi Clubhouse has no fault tolerance rate. In fact, the same development rules as in other industries, once the chain's confinement center scales up, once word of mouth and risk problems arise, joining will cause service quality cannot be guaranteed. If the "quantitative expansion with quality" is not achieved during the expansion process, its human efficiency, flat efficiency, and cargo efficiency will inevitably decrease, and its financial performance will be a huge loss. According to Long Fei, Damei, a mother and child with 15 directly-operated clubs, has already been regarded as the first echelon in the industry. There are few brands in more than 10 directly-operated stores in the confinement club industry, and more are franchise chains.
In addition, from the perspective of industry penetration rate, the current month-club club industry in first-tier cities is about 8%, and second-tier cities such as Nanjing are about 6%, and then continue to decrease. Word of mouth is very important to attract more Baomas to their own consumption chain. From the perspective of the operator, how to increase the unit price of the customer through more professional and higher-quality services, or extend more products or services to lengthen the user's consumption cycle, becoming the two roads for the confinement practitioners to break through the ceiling. For most clubs, it is imperative to improve their ability to formalize and standardize their operations.
Thinking: Is the confinement club a retail channel worth investing in?
The confinement club, as one of the front-end entrances of the entire mother-to-child industry, has the earliest exposure to Baoma, and many downstream industries are always watching this piece of cake. As far as the status quo is concerned, at a time when the penetration rate of confinement clubs is very low and not yet popular, the users who choose confinement clubs are mothers who have a higher pursuit of quality of life, and the deposits are more high net worth. user. So is the confinement club a retail channel worth investing in?
As a matter of fact, the current flow of the monthly clubhouse is small and scattered. Without a deep resource integration capability, it is difficult to form a large-scale effect. But at the same time, we can also see some potential possibilities. For example, a confinement club called Shixin in Guangzhou, which is constantly breaking the inherent mode of high consumption of confinement clubs, and transformed into a service that is affordable to mainstream consumers, mainly focusing on 20,000 to 30,000. The price of the people and the direct sales model. Shixin has more than 100 rooms in each store. The capacity of accepting Baoma is much higher than the general level of the industry. When more traffic comes in, it means more room for business expansion. In addition, for some small-scale confinement clubs, the profitability is mainly enhanced through mother and baby products and high net worth products such as real estate, car production, insurance, and wealth management. Willing to pay for other products and services. From the perspective of the family entrance, it is indeed necessary to have strong resource integration capabilities and user management capabilities in the upstream of the industry.
The basis of retail and the choice of channels is that it has enough traffic. Long Fei also talked about his views. He believes that the current scale of the domestic month club is not enough to support such a module, and the market trend does not support the month club. The formation of a large-scale traffic monopoly, "For the brand side, it must be a high net worth product to correspond to the energy he spends. If it is currency, only 30% of gross margin, it is better to do traditional channels. So aside retail, how different Industry cooperation or other users to extend the user cycle is a point that can be dug deeper. "It is reported that Damei mother and baby choose to combine with the hot 0-3 year old childcare track.
In the future, with the continuous formalization and standardization of the confinement club industry, there is a huge opportunity to tap for the living space of practitioners and the imagination space for inter-industry cooperation.