The New Generation Of Surrogate "October Mommy"

　 newborn Surrogacy

In " october mommy Before that, maternity dress accounted for only a small proportion of the clothing industry. For mom, it is almost delusional to want to associate with "fashion". It is natural to wear those single colored, old fabrics. In 1997, Zhao Pu and his wife in Hangzhou Qingchun Road set up a foreign trade maternity dress shop has gained a high popularity, often customers queue up.

Soon, Zhao Pu decided to make his own brand. As a native of Yiwu, he has many labor-intensive traditional enterprises. He is thinking about how to reduce costs. But he does not want to take such a "subtraction" line. He decides to go against the road, increase the cost and raise the selling price, so that the original sale of 10 yuan has a reason to sell 50 yuan.

"Like New York's largest real estate developer trump enterprise, its property must be more expensive than surrounding, and it should become a classic." The first stop of Zhao Pu's "money throwing" is product design. Because Hangzhou's women's wear designers are too young to be transformed, they find the designer of Taiwan, China. The annual salary of 600 thousand yuan is nearly three times that of many similar business designers.

One of the main reasons for high salary inviting designers is that they want to introduce maternity dress with fashionable quality but practicality. Zhao Pu understands that future target customers are pregnant women after 80. Among them, "early marriage" and "late marriage" occupy a large share, either parents help buy a house, small couple get married and have children continue to struggle, or make efforts to earn money, then live in snail's nest to nurture the next generation. To satisfy these customers, products should be beautiful, fashionable, cost-effective and functional.

Under the suggestion of Zhao Pu, the final product was "full of technical content": in the past, pregnant women were often especially strong in their waistlines at the later stage of pregnancy. The trousers of October mammy made two parts on the waist, and the top was full stretch fabric. With the belly enlargement, the product could be pulled out, and after production, it could be turned back into an ordinary trousers. The skirt had two inner and outer layers of mouth in the waist, and it could also be adjusted. The two piece of breast-feeding opened in the inner layer, which seemed to be a fashionable woman's dress, which was convenient to remove and take; while the moon's mother's ionic radiation protection took the fine fiber, wrapped the silver in it to make a silk, then made the silk into clothes, and the price of 1780 yuan did conform to the "high-end" positioning.

Compared with many similar brands, the price of October mom is too expensive, but Zhao Pu believes that a premium is added after the added value of the product does not mean that the price is unbalanced. The pregnancy rate is very high in the whole pregnancy cycle. "In foreign countries, the price of maternity dress is generally 30% higher than that of general clothing, while most of China is 30% to 50%. If you can wear it after pregnancy, it's actually more practical. "

　　 Store revolution

There is no factory in October. In addition to keeping the proofing factory to catch up with the urgent chasing list, all other links are outsourced. "The key to production is to save costs, not my expertise." Zhao Pu stressed, "we decided to make light assets companies very early. For example, store design and decoration, if done well, can completely throw away a large number of competitors.

Zhao Pu did not spend less energy in store image. Because the biggest demand for pregnant women is not beauty and emotion, but safety and health, Zhao Pu gave up the soft pink department, shipped coarse wood from the Hangzhou timber mill, sawed the sheet and painted it green, and put it on the wall to create a healthy life. Before long, the wood cracked under the lamp baking. Unexpectedly, it appeared to be very cultural. It was selected as the "ten best shops in Hangzhou".

After the visual image design, Zhao Pu packaged 1 million 600 thousand yuan to Chen Yifei's chief designer, becoming the biggest contract. Many customers are very fond of the egg shaped logo and exquisite display on behalf of the "pregnant" egg shop. The average consumption of 300~800 yuan is equivalent to the consumption atmosphere of 1500 yuan, which is precisely the intention of Zhao Pu to enhance the image of the shop and let the customers feel that they are worth the money.

In the early stage of business, it is inevitable to make some risks only by using pregnancy products. Zhao Pu Stay focused: in the "pregnancy baby" industry, pregnant women products are at the front end. Two pregnant women will become friends because they share common topics. They will introduce products to each other and form word of mouth transmission. If they use the products of October 18 during pregnancy and establish loyalty, they will continue to buy.

"The time to get married can be controlled, but pregnancy may be out of schedule." Zhao Pu hopes that the first brand that a pregnant mother has just thought of is "October Mom". "For pregnant women, the only one who can become an independent shop is us." After having the channel, October Mommy also has the courage to cooperate with more manufacturers. "This industry has a lot of space. The front end of the food chain is actually the most valuable, and then it is easier to divide and thin."

In the market segmentation, there are both challenges and advantages. Zhao Pu concluded that the first 6 months of pregnancy are happy with the emotional consumption, and the products with fashionable concepts are best sold during this period. After 3 months, the advent of babies has begun to become rational consumption, and children's products donated by relatives and friends can even be filled with cupboards.

　　 Card plan

"Brand and channel should be stuck, because even if you are a Mercedes Benz, you may still be occupied by the opponent of" Xiali ". In 1997, Zhao Pu and his wife received nearly 300 thousand letters from the store in a few days, and they also opened the shop in a big way, but they also went through a detour.

At that time, the annual sales volume of the battalion store reached 1 million 500 thousand yuan, while some franchises only sold 150 thousand yuan to 200 thousand yuan. After visiting the shop, Zhao Pu discovered that from visual image to management and service, franchisees are far from direct stores, and the situation of random purchase is even more common. This gave him a headache, but after careful consideration, he finally realized the problem: franchisees were "selling hands". They would not sell goods. Only a good "buyer" could understand the needs of consumers. On the other hand, many franchisees were in charge of the production of baby products, and Stockpiling and discounting of stocks were common. This is a need for "fashionable" October mommy to accept.

Zhao Pu made a decisive decision to give the unqualified franchisee half a year's integration period. Prior to that, he decided to pay for the baby products in order to completely abandon the baby products. The more than 300 dealers eventually had only a dozen or so left. After that, he put forward "signing only 1/3 dealers and 2/3 for half a year." However, he admitted that he did not spend enough energy on the development of the channel. There are more than 400 stores in the country, of which 150 are direct.

At the same time, the brand card position is also the interest of Zhao Pu. There are 8 colleagues in the channel management at the headquarters of October mum, while the market department has reached 12. Because products need fashionable ideas, he and his wife are keen on new culture, reading fantasy novels and bestselling books, brainstorming regularly, and wearing a maternity dress to mimic Lady Gaga at the annual meeting. The inspiration of the latest film, Alice Wonderland, is added to the conference.

In this process, Zhao Pu is good at digging or borrowing all kinds of talents. Ding Xiuwei, the vice president of marketing and vice president of the Taiwan Culture University, has always been a good adviser to the general counsel of Heng Yuan Xiang. On the other hand, it is a powerful external consultant team: Chen Yifei, chief industrial designer Li Daxin, designer of PRADA, Li Xiaoming, the president of the south pole, and other entrepreneurs who have made friends with EMBA at the China Europe Business School.

And every time parents and their wives and children travel, Zhao Pu will choose different cities, and his wife in the local supermarkets, shopping malls, and quickly understand consumer habits. The couple's shopping frenzy remains unchanged, and Chinese and European students travel to Europe, usually bringing back 4 boxes. "Our clothes can never be put down, only scored in different houses."

　　 Little s help

From 2002 to 2005, Zhao Pu decided to conduct marketing on a large scale. In 2007, Zhao Pu and the planner Ding Xiuwei decided to cooperate with the Beijing Municipal Health Bureau and the women's Federation to mark the pregnant women. The practicality of the logo is that the abdominal prominence is not obvious at the time of pregnancy, but it is very necessary to receive preferential treatment when taking the bus and subway.

However, the implementation is not smooth. But Zhao Pu did not give up the idea of giving up his seat. He drove to the subway station on his way to work, deliberately took a subway to the company, and found that many people were crowded inside and had to stare at the LCD screen. Since then, the industry has become one of the earliest customers of Metro media DMG (acquired by Vision China).

For advertising itself, Zhao Pu's three ideas are: public interest, innovation and entertainment. From the perspective of public welfare, we can improve the social integrity of enterprises. Joining the innovation and entertainment will attract the attention of the 80 generation. Although there is still some hesitation in advertising content, the style of spokesperson Xiao Si has long been recognized.

"Xiao Si is very special. She has been rebellious, but now she is a good mother." when she signed the contract, she hoped that she could sing for the publicity, but her voice and image could not be reconcile with the two companies. The final release of "October Mommy arrived" by Ding Xiuwei's younger brother Ding Wenwei and participation in the creation, R&B style brisk, lyrics depicted a pair of young new trendy couples, quasi dad a little overbearing, quasi mom is a little bit pretty, exaggerated, there are also warm.

The advertisement has caused some controversy. Zhao Pu comforted Ding Xiuwei. "The theme of public welfare is not a problem, but what is important is remembered by people. It's more useful to do propaganda now, but it's a bit of a trick. The advertisement of October mommy has been known for a year and a half. Zhaoura Uji met with several entrepreneurs. The other party heard that October Mommy immediately remembered the advertisement on the subway.

In October 2009, October 8, while taking the iron rush, held the first show at the seventeenth China International Clothing and accessories fair, so that the models dressed in the big belly and went to T. Almost at the same time, Zhao Pu published the publication of the book from the United States, which is called "flash away! October mommy's arrival!". The color micrographs of the babies in their mothers are imported from the United States. They contain both the contents of the national welfare policy and four cartoons and zodiac babies.

I do not know whether it is the marketing method everywhere or the invitation of small s endorsement. Many people mistakenly believe that October is the brand of Taiwan. "I am pregnant at the first call to me," Zhao po said. "I heard that after I was pregnant, I asked if I heard of a Taiwan brand" October mommy ". Actually, we were born in Hangzhou and grew up in Shanghai.