The Mother And Baby Market In China Is Going To Disappear.

　　 Increased competition and flocking in

Also because of the temptation of "2 trillion" and the development and maturity of traditional industries, we find that all "other" industries are beginning to enter the baby market.

Take the clothing market as an example. According to the National Bureau of statistics, the volume of clothing retail sales increased by 11.5% over the same period last year. The growth rate was 13.6 and 6.2 percentage points lower than that in 2011 and 2012 respectively, showing a three consecutive year slowdown, the lowest since 2003.

　　 Garment industry As a whole, the children's wear market is getting better. According to the insiders, the retail sales of Chinese children's wear market will double by 2012~2017, and the compound growth rate will reach 20%. It is estimated that the size of children's clothing market in China will reach 140 billion yuan by 2015.

As a result, a large number of adult garment enterprises have opened up children's wear front line, some have increased the market strength of children's wear brands, some have opened up new "small" production lines, some have promoted joint animation brands, even extended their own brands to anime, and built baby centers and children's cities.

You will find that not only your peers are competing with you, but also people from other industries will compete with you. The original drink of a children's drink on the supermarket shelves; the original toilet paper is all in the making diapers; originally made a cup of sticky rice Mickey Mouse can sell bottles.

Moreover, in order to expand the competitive advantage, some local tyrants will constantly increase their own quantity.

1, expand categories: the original diapers only began to make baby wipes and even toiletries, because the more categories, the more wholesalers and retailers would be willing to cooperate.

2, expand the brand: buy a clothing brand, joint venture a foreign brand, acting several animation images, so that the market has been fully covered, there is always a flower.

3, expansion channels, offline, online, O2O, one can not be less.

What is even more interesting is that Internet Co, which seems totally out of bounds with babies, is also going to join in the fun. 360 out of a child's watch, music looks at the toys. The key is not what products they produce, but the marketing genes of such Internet Co are too powerful, their promotional ideas and their public relations ability are traditional. Infant enterprise You can't catch up with your wings.

In view of this, it is like a business with endless investment and no competition.

　　 Category killer, developmental interruption

The development history of China's mother infant chain industry is more than ten years.

At the end of the 90s of last century, China's mother and infant shop began to germinate, separated from the big circulation, and formed a professional store. The mother and baby shop, which had gathered many kinds of products, began to appear. It was distributed in the weekly newspapers and residential quarters, and won by "format".

Before and after 2005, the single husband and wife shops were gradually weakened, and the retail chain of mother and infant began to appear. These chain retail brands are "scale winners" and scale to meet shop delivery rates.

Today, there are many regional retailers who are scattered all over the country. Many bosses are secretly trying to win the competition, hoping that they can dominate the whole country like that of Gome and Suning. In fact, the market has also developed to this stage.

But three or four years ago, as if overnight, Suning and Gome suddenly discovered that thousands of square meters of stores were empty and customers went shopping online. So, Tmall used to play eleven pairs of ads on TV. There was no personal relationship on the streets. Only a high-heeled shoe was left on the elevator. It was not a ghost movie. It was a realistic version of horror film.

So O2O became a necessity for the retail giants to help themselves. Suning has been forced to do the same price for O2O online and offline. Gome has also done Gome online.

The practitioner of the baby industry has not yet understood. channel And chain, encountered the destruction of electricity providers.

　　 85-90, tide people become mothers.

The customer facing the baby industry is defined by many enterprises as the 85- 90's consumer group. This part of the consumer's distinctive characteristic is to get rid of the traditional concept of child care, and they are more willing and willing to spend money for their children. "Children have become the ornaments of their parents", "children's clothes should be bought properly, to buy all kinds of styles and functions". For enterprises, this is no doubt a major positive news, but this group of consumers is by no means "silly and fast."

Great changes have taken place in their shopping places, and their choices are arbitrary and random, and most consumers have no loyalty to channel / retail brands.

When choosing commodities, they are especially cautious and even fastidious consumer groups.

After using the product, they will experience the experience openly. Occasionally, a careful mother wrote a trial report on the product, and the merchant might increase thousands of sales. A bad comment full of feelings may lead to a crisis of public relations.