The Brand Chain Model Is A Trend. The Next Two Or Three Years Will Be The Decisive Stage.

< p > recently, Jinlin Beibei pregnant baby chain store, which is a multi-functional one with milk powder, daily necessities, children's wear, baby natatorium, children's hair, and so on, is officially located in Fulong Plaza, Qingyang, Jinjiang.

So far, Jinlin Beibei has reached 3 stores in the local chain stores.

It is revealed that in the next 2~3 years, the company's chain stores will also increase to 5~7.

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The rapid expansion of Jinlin Beibei chain store is also a microcosm of the rapid development of the local retail business of P.

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< p > it is understood that, due to the huge market of the maternal and infant products industry, in recent years, the baby shops in the streets and alleys of Jinjiang have sprung up like mushrooms, and the competition is becoming more and more intense. Many early wives and wives shops have been pformed into standardized operation chain enterprises.

With the continuous improvement of the entry threshold, the profit margin of the chain mode is also constantly diluted.

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< p > brand chain mode becomes trend < /p >.

< p > "the characteristic of this industry is that the threshold for entry is not high. There are hundreds of thousands of people who can open a wife and wife shop. Because of this, the passenger flow is continuously diverted, and the operation is far from easy in the earlier years. If the quantity fails to do so, it will be difficult to make profits."

Hong Chengqian, general manager of the children's Lok room, said that the early opening of the wedding baby shop in the street town was relatively new, and it could quickly radiate and benefit, but now it is everywhere, and the competition is growing with the development of the industry.

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< p > the "baby and baby shop" is everywhere. Now it has become saturated. The next two or three years will be a critical stage for the development of the local industry. The industry will show up in more than 5 years.

Wang Ruoxiao, general manager of Jinlin Beibei, said that with the development of the industry, it is an inevitable trend to go to chain stores.

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< p > industry analysis, for the pregnant and infant industry, although the wife and wife store has the advantages of cost and customer advantages, but this advantage is phased.

With the gradual maturity of the industry and increasing competition, its non standardized operation mode has been difficult to adapt to the development of the industry. Standardized operation chain mode is the development trend of the industry, because the industry is developing, and the quality and purchasing power of consumers are rising.

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< p > so in recent years, some wife and wife stores with some experience in Jinjiang have been on the chain mode, such as Harbin babe; while the children's Lok room, love sweet and Jinlin Bei Bei have entered the chain mode at the very beginning.

Several chain enterprises have become the backbone of the local retail industry.

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< p > the next two or three years will be the decisive stage, < /p >.

< p > only, the path of standardized chain is not for once and for all.

The heads of several chain stores have admitted that competition in the industry is becoming increasingly intense and pressure is increasing.

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< p > a pregnant baby shop owner, who does not want to be named, told reporters that when he opened a chain store in Shishi, he printed 40 thousand copies of DM, 20 thousand direct copies and 20 thousand clips. In addition, he sent 100 thousand short messages. The total cost was 30 thousand yuan, and the number of customers in the first three days was more than 400.

In this case, the cost of introducing a new guest to the store is 90 yuan, and the fact is that not every customer consumes 90 yuan, and there is no guarantee that they will continue to patronize.

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< p > reporter has learned that because the target customers of the industry are very clear, that is, this group of people who are pregnant and have children, but when doing propaganda, it is very difficult to find the accurate target customer groups, and can only take the way of spreading nets widely. Therefore, the promotion cost is very high, and the publicity and promotion for 50 thousand people, maybe only 5000 people are effective promotion.

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< p > at the recently concluded Shanghai children's exhibition, the number of pregnant baby production enterprises has increased several times compared with the previous years. The brand of single product has increased a lot, which is undoubtedly good for the consumers. But for the pregnant and baby shop, it is more difficult to operate, and the higher proportion of product proportion adjustment, capital investment and management has been put forward.

In addition, the future pharmacies will also operate the milk powder business, and the number of pharmacies is at least 3 times that of the pregnant and infant supplies shop, while milk powder is a very important category of the baby shop.

In addition, the convenience of online shopping has brought a lot of pressure to the shops. Insiders say that the era of "high margin" has gradually gone.

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< p > in addition, there are voices coming out in the industry. The chain store of the first tier chain enterprises of the baby and child products industry, the "love baby room" and "Yi Ya" chain store, have opened to Fuzhou and Xiamen. With the current development momentum, they will enter the Quanzhou market in the near future.

Insiders said that in the two or three years such as baby friendly room and other Dalian locks that have not yet entered the mainland, it is the decisive stage for the development of the industrial enterprises. If the local chain brands lose the chance to breathe, the future development will face more difficulties.

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< p > "value added service" to guide consumption < /p >

< p > "shops are hard to support simply by selling products, and if they fail to come up, it will be difficult to make profits."

The industry has said that the management of pregnant baby shop should explore more ideas. In addition to increasing customer traffic, increasing value-added services to maintain customer viscosity has increasingly become an important part of business.

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< p > according to the introduction, the number of participants in the baby swimming competition held by young Lok room was less than 2000 last year, and this year it has increased rapidly to 4000.

"At present, there are 7 shops offering swimming pools, and there are all kinds of baby souvenirs, such as birthday photos, desk calendar and other gifts."

Hong Chengqian said that the value-added services of the company are very popular with consumers.

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< p > "I think the retail of retail products is not a retail business, but rather a service industry. It provides a complete set of child care support for consumers. It should be an ecological circle."

Wang Ruoxiao told reporters that in order to better attract customers and increase the stay time of customers, the chain stores not only sell daily necessities such as milk powder, but also cooperate with some related organizations to introduce children's haircuts and children's photography.

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< p > He Yongjian said that the future development of the industry is "one-stop procurement and supporting services".

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< p > it is reported that local chain stores have increased value-added services to varying degrees.

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< p > industry pointed out that in addition to adding value added services to customers, more efforts should be made in the drainage of tourists. Before the market structure of the industry has not yet matured, the consumers of pregnant and infant products stores mainly focus on business super. Therefore, in the drainage of customers, the industry is not only "imported" but also "going out".

It is understood that the Yulai house in Jinjiang Wanda shop has entered the decoration, Jinlin Beibei is also negotiating with some business super settled related matters.

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< p > "entering the supermarket is a good way to drain, and we will try it in the future."

He Yongjian, general manager of Harbin babe, said that the business flow and parking convenience are more suitable for the current consumption habits.

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