Pregnant Baby Business Detonated Market Competition

< p > a few days ago, the Shantou and Nanchang summit of China's pregnancy and baby industry were held.

At the meeting, the journalists listened to the interpretation of the hot issues of the industry by experts and entrepreneurs. They also discussed the leaders and distributors of the production enterprises, and visited 5 enterprises in two places.

It can be said that after the hardships of entrepreneurship and the joy of winning the fruits of victory, the adherents of the pregnant and infant industry have a lot of feelings.

Here, the reporter combed the hot issues in the industry, recorded yesterday, today and tomorrow of this sunrise industry.

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< p > industry "money scene" can be expected to < /p >.

< p > "money for women and children is the easiest way to earn money". This is a famous saying of Jews with great commercial wisdom.

Even so, in recent years, the rapid development of China's baby industry is unexpected.

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< p > according to statistics, in 2012, the demand for China's baby pregnancy market has exceeded 1 trillion yuan, and it is expected to reach 2 trillion yuan by 2015.

With the improvement of people's living standard and the "after 80" and "90's" gradually enter the peak period of pregnancy, the new concept industry, which was established in recent years, started running into the golden age of development.

Some experts point out that the baby industry has become one of the sunrise industries that are full of business opportunities and flourishing in China.

However, because it is still in its initial stage of development, there are many problems such as small scale, low brand awareness and poor channels.

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Deng Zhengxue, general manager of Beijing Jing Ying baby products industry association and general manager of Beijing Jing Zheng International Exhibition Co., Ltd.: the pregnant baby industry has a wide range of industries, which basically covers clothing, food, housing, use, travel, education, music and so on. It is a truly sunrise industry. P

Despite the rapid development of the market at all levels in recent years, there are many problems in the industry, such as uneven regional consumption, homogeneous product concentration, irregular market competition, lack of communication and communication platform, and incomplete implementation of product standardization.

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< p > Yang Dayun, a famous brand marketing expert: according to statistics, in 2013, the market size of the children's clothing industry is 138 million 300 thousand yuan.

In the future, the number and proportion of children will continue to decline, but with the increase of per capita income and the impact of urbanization, children's clothing market still has broad room for development.

However, it is worth noting that at present, most of these enterprises are small and scattered, and yet there are no big brands that are absolutely dominant. The market is full of opportunities and enterprises are expected to seize the opportunity.

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This year, under the influence of the big environment, many foreign trade enterprises still can hardly make money, especially in some foreign textile and garment enterprises in the industry of P.

2014 will also be very difficult, but if the enterprise can survive, it will be able to see the spring of 2015.

Faced with this situation, enterprise leaders should prepare for the rainy day and make the right choice, especially the channel problem.

15 years ago, whether men's wear, women's wear or sporting goods were faced with such problems, the channel was too dependent on provincial agents, and provincial agents overly rely on two level customers.

This method of distribution is inefficient, but until now, it is still used by many manufacturing enterprises, which may cause receivables to be rejected.

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< p > Du Yanhui, general manager of China Quality Inspection Network: at present, many enterprises in the industry of pregnant and infant babies do not know enough about their own laws and regulations. For example, many enterprises will emphasize the efficacy in product publicity, which has laid a hidden danger for the future development of enterprises.

In June 18th, the State Food and Drug Administration will also supervise the relevant enterprises more strictly and strictly.

The food production enterprises in the pregnant and infant industry should fully understand the laws and regulations of the product quality law, the food safety law, and the advertising law, and standardize the internal quality and packaging quality of the relevant products, especially the labels on the packages.

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< p > Guangzhou Li Guo a href= "http://www.91se91.com/news/index_f.asp" > dress < /a > chairman Lin Weijian: when I just set foot in this industry, I made it in the form of wholesale.

At that time, fewer competitors, so the performance is still brilliant.

But now, such a way is no longer popular. If we continue the previous practice, our company will be in danger.

The company will have different focus in every period of development, and so will the industry.

In my opinion, for the pregnant and infant industry, resource integration is very important at present.

All relevant enterprises should understand their own characteristics and find their own niche in the market. At the same time, they should cooperate with other enterprises to make up for their deficiencies and learn to go to sea by boat.

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< p > in the process of becoming bigger and stronger, I have also gone through many detours.

I used to be very superstitious professional managers, but also invited a lot of high-end talents to manage, the highest cost of 1 million 300 thousand yuan annual salary employed a Hongkong management talent, but the actual effect is not very good.

Many companies have the same confusion as I am in the use of talents. My experience is that enterprises should pay attention to the training of internal staff, because they are more familiar with each link and have higher loyalty. They can identify with the corporate culture and implement it effectively.

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< p > < strong > start the brand battle, < /strong > /p >

< p > China has a huge number of new babies every year, and people's living standards are constantly improving. The market demand for pregnant and infant children has increased significantly.

In order to seize the huge market cake, Disney, Babyone, SANYO and other international giants are coming.

In such a fierce competition environment, there has not yet been a world-wide brand of pregnant baby.

In this way, it is particularly important to further guide the establishment of awareness of brand development, promote the scale development of the baby and baby industry, and enhance the market competitiveness of China's baby and baby products industry.

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< p > Yang Dayun, a famous brand marketing expert: in the future, the competition for resources will become more intense in children's clothing industry, and the speed of production costs and rents will continue to accelerate, making profits even more difficult.

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< p > in a longer period of time, department stores will still be the main channel for children's clothing sales, others are brand collection shops, category collection shops and brand life hall. Relevant enterprises can develop diversified brand strategies, and at the same time, they must change traditional marketing methods.

The famous brand of the baby and baby industry is to sell the mammy culture and realize the rapid growth of the brand, and its e-commerce is also doing very well. The price difference between the online and offline businesses is much smaller than that of the similar enterprises. These successful experiences are worth learning by many industry companies.

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< p > actual combat brand marketing expert Du Fenglin: at present, the baby industry mainly has 4 types of enterprises: first, production oriented enterprises, such enterprises are eager to upgrade from the brand and marketing mode; second, brand operated enterprises, they generally outsource their production, and they are mainly responsible for research and development and sales; third, capital operated enterprises, this type of enterprises are very typical in channel enterprises, they have urgent needs for brand operation and overall marketing, and need to benefit quickly through expansion. Fourth, many enterprises in this category belong to this type of enterprises.

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< p > however, despite the different types of enterprises, they share common concerns: how to build products into stars of the industry, how to make the market a model market for the industry, how to enlarge the regional market, and how to enter millions of clubs from tens of millions of enterprises.

I believe that creating brand hegemony is the ultimate path to achieve the above goals.

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< p > a Lipton can defeat 70 thousand Chinese tea enterprises, a IKEA can fight against 8 thousand Chinese furniture enterprises, they rely on brand influence.

Pregnant and infant enterprises should face up to the current situation, grasp the trend, and strengthen the brand.

Of course, it takes a relatively long process to build internationally famous brands, but I believe that brand building runs through the development of enterprises.

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< p > < strong > diversification of marketing channels < /strong > < /p >

< p > with the rise of the baby industry, sensitive PE has "sniffed" business opportunities. They are like smart hunters, looking for high quality projects that can be invested.

More and more capital is beginning to inject into the market, and mergers and acquisitions in the industry are also increasing.

According to the statistics released by China group, from 2007 to the first half of 2012, there were 38 VC/PE financing cases involving 24 enterprises in China, and the total scale of financing was 3 billion 312 million yuan.

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< p > at the same time, in order to gain more opportunities in the development, the trend of diversification of baby industry channels is becoming more and more obvious. The marketing function of micro-blog, WeChat and other new media has attracted more and more attention. Moreover, the first tier market has been expanding with the help of capital strength, and the development of the two or three line channels is also very rapid. A space war is starting.

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< p > the famous brand marketing expert < a href= "http://www.91se91.com/pioneer/" > Yang Da Yun < /a >: at present, Yun Yingtong enterprises should broaden their channels on the basis of establishing brand image, and steadily expand the market share of their own brands.

The price of e-commerce is the price, so the impact on wholesale is fatal.

Fortunately, infant clothing items such as low return rate, with the natural advantages of doing e-commerce.

In 2013 and 2014, relevant enterprises should maintain sufficient cash flow, and strive to find new development space, so as to standardize management and management from now on, and prevent higher costs for future listing.

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Li Jiuhua, chairman of Jiangxi Nanchang Liang Liang Industrial Co., Ltd., Mr. Li Jiuhua: my company has been doing e-commerce since the beginning of P. Now, it has begun to show results. This attempt has taught me that when new things come, we must contact more and learn more, and strive to make it a tool to help develop.

At present, it is also crucial to strengthen the marketing of WeChat and WeChat, and to increase the number of enterprises with new marketing methods and help enterprises expand the market.

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P, general manager of Haina Agel Ecommerce Ltd in Shantou, Zheng Hui Yong: I used to mainly produce baby products, but later I found that the development of e-commerce was very large, and I gradually shifted my energy to this aspect.

Now, my company is doing well. It is already a member of China Electronic Commerce Association. It is also the top 30 "top ten Internet dealers in the world" in 2012.

The company specializes in selling mother and baby products online, hoping to help the traditional manufacturers in the industry to develop new Internet market.

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Du Yanhui, general manager of China quality inspection network, P: under normal circumstances, business owners are very concerned about sales channels, but they often use it to sell things only. The information collection role of retail terminals has not been fully realized.

Some of the information that retail terminal shops have spot checks is usually not timely feedback to headquarters.

As a matter of fact, the product quality law stipulates the corresponding time for complaint. After the spot checks are made, enterprises can communicate with the relevant departments of spot checks and checks, and can also make a complaint to confirm whether the products are really produced by themselves, or better understand the problems, so that they will not be caught off guard after the announcement.

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< p > actual combat brand marketing expert Du Fenglin: at present, in the field of circulation, the advantages of traditional channels are losing. The differentiation of partners and the innovation of cooperation mode have become the trend. Distributors mainly distributing business have begun to pform into marketing service providers and create channel service providers for demand members.

E-commerce has a great impact on the traditional mode of agency. If dealers want to do well in the market, they have to go deep into the lower reaches, establish regional distributors' associations or alliances, cooperate with manufacturers and become an effective part of the marketing chain. At the same time, they must also strengthen themselves and make intensive farming in the region.

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< p > in addition, we can see that a reality is that the sales volume of electronic business is continuously exceeding that of physical stores.

In 2012, there were 5 large retail enterprises in China's top 100 retail enterprises. They were Suning, Tmall, Dalian big business, Bailian and Gome. They ranked sixth to eighth respectively, Huarun, Jingdong and big RFA.

The contribution of online retailers to the growth of the top 100 sales scale is as high as 49.6%.

This is because the current consumption pattern is supported by search.

"After 85" and "after 90" have become mainstream consumers, their ideas are more branding and consumption habits are more networked.

As a result, consumer products are also more subdivided, and the consumption chain is lengthening, and consumption derivatives are increasing.

In the era of self media, experience and sharing have become necessary, and consumers can be anti customers.

Therefore, for pregnant and infant enterprises, it is very important to find out the customers' goals and the needs of consumers, and find the way to let consumers stay from their products.

The future will be an era of integration and experience as the core. O2O mode will become the mainstream. This also requires enterprises not to rely solely on advertising but to participate in it.

Breaking eggs from outside is food, breaking from inside is life, and I think the same is true for businesses. Waiting for others to break from the outside, you are bound to become food for others, but if you grow continuously, you will be reborn.

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< p > < strong > Baotuan seeking development < /strong > < /p >

At present, the development of the baby industry in China has begun to take shape. However, there are many problems such as the lack of well-known brands, the lack of standardized market and the lack of coordinated management, which hinders the healthy development of enterprises and the whole industry. P

Against this background, communication and communication are more important if we want to promote the common progress of enterprises in the industry.

Especially for those enterprises whose brand awareness is not very high, it is very beneficial for the development of enterprises to show themselves, listen to all kinds of opinions and communicate with the best in the industry.

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< p > moreover, the baby industry is a conscience industry, and it needs corresponding institutions to gather the industry enterprises and regulate the industry behavior.

It is understood that at present, Beijing and Guangzhou have set up an industry association of pregnant and baby products, and Jiangxi is also actively preparing for it. In addition, the organization of the National Association for the production of baby and baby products is also in an orderly manner.

The emergence of trade associations will help enterprises in the industry form an ecological circle and strive for more development space for the industry.

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Yun Yingtong, general manager of Beijing Jing Zheng International Exhibition Co., Ltd., Deng Zhengxue, "P > < Beijing a href=" http://www.91se91.com/news/index_c.asp ">" http://www.91se91.com/news/index_c.asp href= > ", general manager of Beijing Jing Zheng International Exhibition Co., Ltd.: all along, attention and assistance to the healthy growth of Yun Yingtong are our company's development goals. After 10 years of development, Beijing has become one of the most influential exhibition brands in the industry. In addition, we have held various kinds of activities such as thanks giving meeting, Ying Xiong (brand recommendation and ordering for the regional retail terminal), industry summit and so on. We have invited professional experts and scholars to give guidance to enterprises, hoping to provide more distributors, manufacturers with diversified platforms for contacts, cooperation, learning and communication, and help the small and medium-sized brands in the industry to become bigger and stronger. <

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< p > I think establishing associations is very necessary for the pregnant and infant industry.

The association can help enterprises to provide credit loans, gather businesses and promote communication in the industry.

I am now the president of the Beijing society of baby and baby products. I am also actively organizing preparations for the establishment of a National Association of baby and baby products. I hope to do something practical for the industry.

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< p > Du Yanhui, general manager of China Quality Inspection Network: enterprises can actively participate in trade associations to participate in the formulation of standards for related products, and can also reflect difficulties and problems upward through associations.

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< p > Jiangxi Nanchang Liang Liang Industrial Co. Ltd. chairman Li Jiuhua: our company began to participate in related exhibitions in 2004, the effect has been good.

Exhibition costs are low and information is concentrated. Enterprises can expand their industry connections by participating in exhibitions, and more importantly, in the era of economic globalization, enterprises can not be partial.

In my opinion, enterprises must survive in the mainstream and take the opportunity to make progress. They should make more efforts in product selection, shop opening skills and enterprise management.

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Less than 3 years ago, we discussed the establishment of a baby and baby products industry association in Jiangxi, but P was not very mature.

Now Liang Liang is willing to take the lead in organizing preparations for the work.

When people gather firewood, the industry must have an ecological circle, sharing information and sharing resources, helping enterprises in the industry to communicate and communicate with each other.

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