Child King Tries Mother And Baby Mall&Nbsp, Creating Trinity Business Mode.

Value chain derivation

In the business model of trinity of child king, the theme Mall currently dominates.

The representative of the mother and baby market, represented by red children, has begun to seek the two pformation of online. The choice of child Wang is to concentrate more advantageous resources on the physical store.

The business area of Chongqing store is about 10000 square meters, which is almost equal to that of WAL-MART and Carrefour.

Compared with rivals such as Yue you, Li Jia Bao and other chain stores, how to fully exploit their own advantages in a large area of stores is the key to win the children.

Take the upcoming Chongqing store as an example, "goods and value-added services account for about 60%, and the remaining 40% space is left to consumers."

60% of the area not only includes one-stop shopping needs to meet 0~14 years old children and expectant mothers, children Wang also makes an issue on value-added services, in addition to providing children with various entertainment projects, shops will often organize Carnival Carnival, baby clothing show, nursery lectures and other activities.

It is obvious that these are far from enough. Improving consumer stickiness is very important.

Xu Weihong analysis, "regardless of passenger traffic or passenger price, mother and child Mall are lower than traditional stores, can change only the frequency of customer calls."

According to the data of Nanjing store, the unit price of passengers is between 180 yuan ~200 yuan, but the frequency of customers returning is very high, and 90% of the business is concentrated on members.

According to Xu Weihong's idea, child king should be more like "retail customer relationship" company, and maintain good interaction with members through multi frequency and omni-directional activities, such as weekly meeting with consumers, to a monthly large-scale symposium, and children Wang would like to listen to their mothers' feedback and make timely adjustments according to their needs.

In the special services provided by the child king, the "mother support group" is very popular.

In order to get closer to young mothers, he hired a group of 30~45 years old mothers with childcare experience as the main force of distribution, not only to provide reasonable procurement advice, but also to provide young mothers with experience and help in childcare.

In addition, the children also use the store space to build the third party platform.

With early education, child photography institutions, training and other institutions, through leasing, joint operation, self bound together, to increase the viscosity of consumers.

"There will be strict qualification tests for partners."

The organization of children stationed in the children will undoubtedly increase the frequency and residence time of consumers, and also increase the consumer's consumption experience.

Through the integration of upstream and downstream resources, the value chain of children's theme Mall is further extended.

The two or three line surrounds the line.

In the layout and shop location of the whole country, the kid Wang has a set of his own.

The original theme Mall first opened in Nanjing, the headquarters of Five Star appliances, and then did not rush into the first tier cities. Instead, they opened stores in two or three tier cities such as Hefei and Huaian.

And the location of the storefront focuses on the city's sub commercial circle, followed by the advance of commercial real estate.

In the first round of layout, Nanjing and Hefei cooperate with Wanda.

And this way into the southwest market, and choose to cooperate with starlight to cooperate, the intention is to pull up the brand image.

"The price band of products will not change, but the proportion of high-end products will be more".

"Chongqing, known as the" little Hongkong ", radiated 400 million people in the central and western parts of the country. Only women and children in Chongqing accounted for more than 60% of the total resident population in Chongqing.

Once the Chongqing market is successful, it will be replicated quickly and adjust according to the different cities. "

According to Xu Weihong, the strategy of child king is that the two or three tier cities gradually surround the core cities.

In 2011, we focused on the development of the southwest market. We plan to take advantage of the supply chain in three years, and then return to the first tier cities such as the north, Guangzhou and Shenzhen, so as to establish the dominant position of the whole country.

If expansion is successful, child Wang will add 8 to 10 new stores this year, and the number of stores will reach 13~15.

But the other side of the impulse to expand is that the mother and baby market is also facing a shuffle in accelerating competition.

The red children started by the electricity supplier have expanded from mother to child consumption platform to department store platform, and the consumer group has expanded from the first young mother to the fashionable woman.

Yue you and Li Jia baby are also doing something on the value chain derivatives and developing towards the comprehensive mother to child business platform.

Rapid expansion is undoubtedly a greater risk for the children.

Unlike household appliances and supermarkets, the mode of child Wang relies on improving the "consumption stickiness" to achieve the long tail effect of the mother infant market.

But it must also solve the cost pressure brought by the large storefront.

Therefore, how to effectively control costs and further strive for market share is a problem that children can not get around.