Why Does The Offline Channel Still Have The Meaning Of Existence?

After the opening of the "two child policy",

Usher in a new round of growth.

From mother to child business to physical stores, and then to Hai Tao, from selling diapers to selling health care products for pregnant women, the mother and baby market seems to be the latest discovered outlet for entrepreneurs.

The biggest baby market

Kitazawa, vice president of Pigeon Corporation and President of the China region, told reporters that the younger consumer groups no longer converged, and more focused on personalization.

The choice of more cost-effective brand, which brings pressure to traditional brands.

In addition, maternal and infant enterprises also need to increase personalized design to attract more young consumer groups.

For the past few days, the voice of mother and baby business has been declining.

Kitazawa said that in recent years, the development of the maternal and infant electricity providers has been developing rapidly. The industry adjustment is normal at a time. The development of the maternal and infant electricity providers will also develop. It is expected that 50% years will occupy 50% of the market share. Then the share will be difficult to continue to grow, because as a heavy marketing industry, the mother and baby store is the same as the main line.

From the perspective of the overall market scale, the size of the mother and infant market is quite large as China's second largest baby child after the United States.

It's a trillion dollar market.

Liu Lihua, senior analyst at data center, said that the scale of China's maternal and child market pactions expanded and the online market expanded rapidly. After the introduction of the "two child policy", it predicted that two hundred billion population growth would be generated in the next few years.

Based on the above prediction, Liu Lihua said: "in 2018, the scale of the whole maternal and child industry can reach 3 trillion and 200 billion, and there will be much room for the future maternal and infant market.

With the increasing demand for branding, consumers are more and more concerned about endorsement of brands. From the perspective of big brand structure, the brand awareness of consumers is becoming stronger and stronger.

According to the big data report of the 2016 maternal and child industry consumption trend released by the data center, consumers pay more attention to the choice of brands in the purchase of mother and baby products in the advanced category.

Those who pay more attention to their brand endorsement on the advanced category, and the overall brand awareness of the crowd are also reflected in these advanced high-end products.

But at the same time, the overall brand competition of mother and baby market is intensifying, and all categories show a trend of declining brand concentration.

The difficulty of attracting consumers by "famous brands" has begun to increase. The market share of central brands and niche brands has gradually increased, which has had an impact on the status of the head brand.

In this regard, Kitazawa said, at present, the mother and baby industry's head brand is indeed under certain pressure, consumers choose more brands, no longer blindly follow suit, pay more attention to cost performance and personalization. In this case, they will rely on strengthening product personalized design. Secondly, they will also consider buying some local brands with potential for development, and even introduce the European and American brands into the Chinese market.

The mother infant industry refers to the total consumption of clothing, food, shelter and other related items related to the consumption of pregnant women and infants.

According to the product form, the maternal and child market can be divided into maternal and infant products and maternal and child services, including maternal and infant services including education, medical treatment, entertainment and other service industries.

Maternal and infant products are indicators for the various needs of pregnant women and children of all ages in clothing, food, housing, travel, teaching, entertainment and so on. They mainly cover eleven categories: milk powder, nutritional supplement, urine pants, wipes, feeding supplies, toiletries, children's beds, safety seats, toy books, children's shoes and clothing bedclothes.

In addition, with the vigorous development of the Internet and mobile Internet, the habit of online shopping has gradually taken shape, and the market size of mother and Baby online has also been significantly improved.

However, in recent years, a series of maternal and child electronic business financing has been in trouble. A large number of maternal and child electronic business losses or even bankruptcy have cast a shadow over the mother and infant online channels.

In this regard, Kitazawa said that from the development of Pigeon in China, the sales channels of mother and infant electricity providers have been growing at a high speed, and now occupy 35% of Pigeon's sales share. It is expected that the market share will reach 50% in the next three years.

The entire maternal and child market will also reach such a ratio, and it will be difficult to grow later, because the offline channel is also of great significance.

Why does the offline channel still have the meaning of existence?

Kitazawa said that in Japan, the electricity business channel accounts for only 10% of the sales volume of the mother and infant market. The reason is that the mother and infant are a heavy marketing industry. Many parents who are new parents are not familiar with the maternal and child industry. They also attach great importance to the choice of mother and baby products, so they choose the next store.

In Japan, offline stores have meticulous service and get the recognition of consumers, but in China, the service consciousness of offline channels is poor, so it is hard to give consumers a good buying experience, so that the development of online channels can bring opportunities, but it does not mean that the demand of consumers offline will disappear. Therefore, many maternal and child shops focusing on services are starting to exert force. This part of the mother and baby shop will divide the mother and baby industry into the majority of the market online.

From the perspective of demand, the mainstream new mothers of mothers and infants consume a lot of identities. They not only shoulder the heavy responsibility of raising their babies, but also are the core members of a family, leading the whole family's consumption decisions.

In addition, they also play the social role of professional women.

Under multiple identities, they have a lot of consumer demand.

For example, as a newborn mother, she may have to consider the baby's clothing, food and shelter, but also consider the baby's growth education; she selects a baby bottle, not only to consider the material of the bottle, but also to consider the baby's growth cycle; all kinds of needs, the achievement of maternal and child market long life cycle, breeding long tail, wide radiation industry chain.