Xu Fengjiao: Listing Is Not The Final Destination.

China's baby pregnancy Market

At present, it is still in the Warring States period, and the industry concentration is not high, but the overall scale is growing very fast.

At present, most enterprises in the industry have their own characteristics.

In general, it can be divided into three categories.

The first is

This type mainly adopts the way of "product plus channel".

Take good children as an example. It is a typical chain store for maternal and child product distribution. It is a one-stop shop for mother and child products, based on children's durable consumer goods, and has its own core baby car business.

At the same time, it is also a very successful distributor with more than 10 famous agents.

It also integrates some other products.

It is a completely different development mode. It focuses on creating a culture of infant culture, aiming at the concept of a group, positioning "baby experts", creating a new concept of baby raising, and then providing a comprehensive service, including maternal education, guided by the management of infant products and toys.

More is a combination of online and offline dual channel mode, they take directory sales + entity management.

Because they are simply channels, they basically do not have their own brands.

At present, the survival space of this type of enterprise has begun to be impacted.

Online sales such as PhD and good children have risen sharply. Although the current network sales are relatively low, they have not been given enough attention, but from the perspective of future development, it will become more and more important.

Driven by industry growth, these enterprises have been expanding rapidly in recent years.

Whether it is a listed PhD frog, good boy, or get several rounds of financing.

In the hands, there are large amounts of money, and the first thing is to increase the number of terminals.

As the number of terminals is rolled out, brand strength will become stronger and stronger.

However, excessive expansion directly leads to low efficiency of single stores. At present, the profitability of most physical stores is worrying.

I believe that the creation of a "1+N" mode, namely, the independent brand + authorized brand.

But in this "1+N", "1" is not strong enough, and "N" is not good enough.

The strength of independent brand is not related to the origin of doctor frog children's clothing.

Because children's wear threshold is not high, it is easy to face challenges from two aspects.

First, some successful children's clothing brands have been made. The second category is some successful brands in the adult clothing market.

They have rich experience in clothing operation, and at the same time, the market has great appeal.

Dr frog emphasizes a brand operation of "light", and all resources are tilted towards brand operation and product design. But in fact, Metersbonwe has done very early in this respect, not to mention the rich international giants such as ZARA and HM.

These new entrants in the children's wear market have a great impact on PhD.

In addition, the problem of "N" is also very prominent.

Because the brand of doctor frog is itself a concept of animation culture, and most of the authorized brands are sports culture.

These two brands not only operate completely different ideas, but also have large differences for the crowd. This makes the resultant force of "1" and "N" unable to concentrate, and can not achieve the effect of "N" to promote "1".

Second, the authorized brand is facing a very embarrassing problem: if you do well, the Licensor will take the opportunity to renew the contract. If you do not do well, the other party will be very firm in not renewing the contract.

On the channel,

The existing four kinds of channel path is not a special innovation concept, but it is worth affirming that this intersecting channel mode is very suitable for the operation mode of doctor frog.

At present, the sales performance of PhD is still mainly dependent on department stores. The concept of 365 life shop and one-stop shopping is good. But if we can not effectively improve the efficiency of single store, it is likely to become a brand exhibition hall of an enterprise without reaching the desired effect.

Although taking a lead step on the road of listing, the future of doctor frog is still long.

Especially when good children follow the listing, there are still many problems to be solved in depth.