A New Round Of "Gold Rush" Is About To Explode.

Recently, the media disclosed the famous maternal and child retail brand.

The listing plan has been secretly planned and landed on the Shenzhen stock exchange.

In response, the industry said that the application of IPO for baby friendly rooms or the retail industry of maternal and infant supplies that intensified the competition was exacerbated.

In fact, with the continuous influx of capital and brand, the chain of domestic pregnancy, infant and child products has been constantly attacking the city and beginning to "move from the place to the whole country, from the first line to the second line". At the same time, the rapid development of e-commerce has boosted related enterprises to find new breakthroughs, and a new round of "gold rush" is about to explode.

It is understood that at present, the number of infants in China is 108 million, of which 0~3 years old infants are conservatively estimated at 70 million.

Driven by the continuous growth of GDP in China, the upsurge of parental thinking after the 1980s, and the upgrading of early childhood education needs, China is now in China.

Demand is at least 1 trillion yuan, and it will reach 2 trillion yuan in 2015.

International brand giants have taken the lead in the market, while some domestic brands such as Lining and 361 degrees have been stationed in various ways.

More and more capital and brand are pouring in, and the market competition is becoming more and more intense.

Love baby room is a B2C online shopping mall and store as the main sales channel. Its products cover dozens of categories, such as infant milk products, diapers, feeding products, toys, baby clothes, maternity products and so on.

In fact, there have been many conjectures about who will become the first listed company in the chain of pregnant babies. Among them, the red children have always been the top priority. At the end of 2010, the red child made it clear that IPO would go to the US in 2011.

The investment market also unanimously favors the development of red children. Investment institutions such as Aurora, NEA, Kai Penghua and KPCB have entered the capital market and continue to increase capital.

After several times of financing, Gong Dingyu CEO has also indicated that if the company is developing smoothly, it may go to the US in 2011.

Li Jia baby and happy Beibei also showed strong interest in the capital market.

But the opportunity fell on the performance of the baby room which was not particularly eye-catching. It really surprised the industry.

However, in any case, the industry agreed that the successful application of IPO would give a great sense of crisis to other maternal and child retail enterprises, and it will certainly stimulate further snatch of the market.

In fact, the competition in the domestic retail market for pregnant and infant babies is already fierce. In addition to the above retail chain enterprises, there are also good children, doctor frog and other production enterprises, and many international baby products retailers including Mothercare.

"Even if successful listings are invested, the future of baby friendly rooms is full of uncertainties."

Some people in the industry pointed out that in some cases it is not necessarily a good thing to go on the market. The PhD frog of "the first share of Chinese children's consumer goods" is not as good as before the main board of the Hongkong main board. In March this year, the PhD frog burst out the financial fraud scandal, the company stopped to this year.

Seize the opportunity to collectively rush to the second tier cities

With the entry of capital, the famous retail chains in many industries such as baby Island, Yue you, Bei Bei Xiong and so on are constantly attacking cities and towns.

The beloved baby Island, the main market in Southern China, now has more than 180 Direct stores. In 2010, Yue you achieved the strategic goal of "ten cities and 100 stores" in advance, and has 220 direct chain stores in 11 cities throughout the country.

The pace of development of babe bear from Hunan has begun to grow in 2010. Up to now, there have been 150 stores.

"Enterprises can exchange money for time". Kiss me CEO Zheng Zifeng said that capital entry will certainly promote further development of the whole market, but it will also exacerbate competition between enterprises and brands and accelerate the reshuffle of the whole industry.

With regard to the massive expansion of enterprises' capital strength, Xu Weihong, general manager of Jiangsu's children's king, is not worried that the capital is a good promoter, which can speed up the formation of the mainstream order of the industry, but must not kill the goose that lays the golden eggs and carry out the low-level competition.

It is noteworthy that before the expansion of chain brands mainly concentrated in the first tier cities, enterprises began to sink this year.

Hu Chao, chairman and CEO of Leo pregnant baby, said that apart from the provincial tier cities, Yue you will speed up the development of the potential second tier cities.

Hunan pregnant baby brand brisk also announced that in 2012, happy cool will take the "direct + Chain" mode, establish 500 franchised stores in Hunan, strive for the development of 2~3 stores in every county, three years will cover 6 provinces in the middle, and become the leader of the mother infant chain in the five years.

Liu Zhongqiang, President of happy and cool maternal and infant investment company, told reporters: "the first tier cities and some provincial capital cities, and more venture capital involvement, the expansion of mother and baby chain enterprises is becoming more and more fierce. In the long run, the power of individual shops will be smaller and smaller, and eventually it will be difficult to compete with large chains, and the number will be less and less.

The strong chain stores will be squeezed into small and medium-sized single stores.

In many second tier cities, department stores and other large stores and small baby shops are still the preferred shopping places for mothers. But with the entry of mother and baby chain enterprises, this shopping habit will be broken. The professional image, rich products, quality protection and affordable prices of chain mother and baby stores can meet the needs of different consumer groups.

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Electricity providers are more competitive.

In recent years, the rapid development of e-commerce has also spread to the baby industry.

Including baby cars, milk powder, diapers and other "Amoy brand" maternal and child products online shopping search fever rose overall, of which data in February showed that the overall search volume increased by 298% over the same period, and the attention of the swing, cradle and other commodities also increased by more than two times over the same period.

In the data analysis of maternal and infant industry provided by the magic cube, the reporter also saw that the total sales volume of maternal and infant products in July 2011 was 3 million 30 thousand and 200, and sales volume was 176 million yuan. In June this year, the total sales volume of maternal and infant products reached 7 million 295 thousand and 700, an increase of about 240% over last year, and sales volume reached 402 million yuan, representing a 228% increase over last year.

"The development of the Internet has nurtured many new brands."

Zheng Zifeng said that in the past, due to the limitations of channels, enterprises tended to pursue big and full development. They lacked consideration in comprehensive interactivity. The emergence of the Internet enabled enterprises to reach consumers at a lower cost.

It is reported that the new brand of maternal and infant products to kiss my parent company Fukang group, before the Disney and other international baby brand giants to do foreign trade processing, in 2008 only to create their own brands for domestic sales, in just three years into the Alibaba "ten network operators" and "ten best net goods brand", this year's sales are expected to exceed 150 million, network channel sales are expected to reach about 50000000.

"Online sales of children's clothing the first brand green box sales this year is expected to exceed 5 hundred million."

Insiders revealed.

In the process of rapid rise of network brand, many children's products enterprises that started to make the line have begun to increase the construction and promotion of e-commerce channels.

According to industry sources, there are about forty or fifty brands of maternal and infant products stationed in the network, and powerful brands are sparing no effort to build their own online shopping platforms while grabbing Taobao, Jingdong and other large online shopping platforms.

For example, Parker lane has children's library, MI Xi Di has state purchase, Royal baby has mummy buy and so on.

It is reported that royal baby's online sales forecast for this year will increase from 20 million in 2011 to 50 million.

"Online children can participate in shopping decisions at any time."

Li Ding, general manager of Jiangsu's International Creative Industry Co., Ltd., said that e-commerce is more convenient and fast. In recent years, explosive growth has taken place. In August 2010, online sales began to grow two to three times a year.

Xu Weihong pointed out that the online platform is conducive to providing more interactive experience and value-added services to the brand.

"Do not want to go too fast, mainly to do a good user experience."

Green box children's wear founder and CEO Wu Fangfang also put user experience Interaction in the highest position.