Looking At The New Retail Road Of Yue You From Many Angles

According to the world clothing shoes and hats net, in May 11th, Nanjing Cloud Central Technology Co., Ltd. signed strategic cooperation with Le you International Business Group Co., Ltd., with the advantage of the central shopping malls in the whole province, the official layout of the maternal and child market in Jiangsu, and the opening of the first experience shop in Xinjiekou central shopping mall in June 24th, triggered a heated discussion in the industry in May 11th.

As a pioneer of the domestic baby and baby industry for 17 years, it has always maintained the status of the industry leader. The model of Yue you is worth considering in the industry. This article is devoted to the strategy of the shop, the supply chain, the new retail and characteristics of the mother and baby in the shared economy, so as to serve as a reference for the industry.

Store: one city, many stores

From the store's view, the mode of setting up a shop is different from that of other pregnant and infant businesses. Every city stationed in a city does not choose only a few key business circles to open several large stores, but ends up opening many stores in the city as far as possible.

For example, in 2010, when he was stationed in Qingdao and in Shijiazhuang in 2011, he opened more than twenty chain stores in one year and became the biggest retailer in the region.

At present, there are more than 100 friends in the city. There are more than 500 stores in China. The density of every city is increasing. The convenience to consumers is rare in the maternal and child industry.

The effective service scope of a normal mother infant store is generally only around 3 kilometers. Obviously, if only 2-3 large stores are opened in the key urban areas, more customers will not enjoy convenient services.

However, if the number of stores reaches a certain scale, a service network will be formed. Not only will the service scope expand, but also some other value-added services can be made according to this network.

Obviously, you can do that. You can meet the needs of customers online ordering stores, and you can also meet the needs of more customers' random needs, with the cooperation of APP and online shopping mall.

In the future, if you want to pay more attention to convenient community mother and child shops, and solve the problem of mother child consumption last mile, then the Yue you mode will be more imaginative.

Supply chain: focus and deep tillage

The quality and safety of products and products is the top priority of any industry. Only focus on one field and provide good products and services can win customers' favor.

In recent years, maternal and infant vertical

With the support of capital, the power line blindly seeks to seek the GMV for the sake of pursuit of perfection. It competes with the large comprehensive e-commerce platform such as Tmall and Jingdong. The price war has been fought, and the quality of service and product has not kept up. Moreover, it has blindly expanded the category such as cosmetics, household products, etc., which are not related to mother and baby, resulting in a lot of not only low gross profit margins, sharp increase in costs, the direction of the development of enterprises, or even the loss to the bankrupt mother and baby vertical business enterprises.

On the contrary, Leo is quite calm in this respect. Yun Yingtong, founder and COO Gong Dingyu of Yue you, has repeatedly said that he will focus on pregnant women to the baby market under 6 years old, and deep ploughing this supply chain will not blindly seek diversified development, nor will it blindly abandon Li Yun and strive for perfection.

According to relevant data, after years of deep supply in the supply chain, Yue you has accumulated a lot of resources in the supply chain, and there are more than more than 530 suppliers and vendors in 21 countries.

You can not only directly supply directly from the manufacturers, but also rely on tens of millions of members and the experience of all channels, so you have become the preferred cooperative retailer for some international baby brands to enter the Chinese market.

In the cross sea sea, with the popularity of various fields in the field, the result is unclear origin and uneven quality.

In the same way, Yue you also went online. However, the friends of the company are directly supplied by overseas manufacturers. They will also invite foreign brand leaders to go to the flagship stores of their friends to carry out experience activities, so that consumers can experience cross-border products together with branding companies, and turn the cross-border shopping on the pure e-commerce platform into a fashionable and innovative experience activity, which has been well received by consumers.

At the same time, Yue you set up a sea wash product experience area in the store. Consumers can live experience and place orders, which dissolves the blindness of Hai Tao's simple look at pictures and comments.

At the same time, it has its own

In the past 17 years, after 17 years of supply chain deep ploughing, in addition to the establishment of direct cooperation with brand dealers, music friends also introduced the differentiated shopping needs, such as the safe and healthy pregnant and baby clothing brand greatfamily, the safe and healthy mother baby brand young Rebecca (Ubee), the early education toy expert brand alphabet (Alphabet), the integrated global production resource Eress (Eress), and so on.

The design concepts and brand styles of these brands are quite different from those of the general supermarkets. They have the potential to enter the global market in the future to become the internationally renowned brand of baby pregnancy.

New retail: mother to child sharing economy

When the traditional retail enters the new retail era, the pure electric business or pure stores will be hard to go in the future. The integration of online and offline channels has become a historical necessity.

From the perspective of the development of Yue you, it seems that new retail is not new at all. For online and offline integration, Yue you also walked a long time.

In 2000, Le you online, in 2001, the first line store opened, and Yue you took the lead in the industry to establish a retail mode combining the online and offline business.

In 2004, the catalogue of Yue member's catalogue was launched, and APP was launched on 2014. At this point, Yue you formally established the Trinity retail mode of "APP+ online mall + chain store".

Another feature of mother to child sharing economy is the integration of retail retail and maternal and child services. For this reason, Lok APP will soon launch the music parent child channel, according to the baby growth stage member system, accurately grasp the needs of each stage of the baby's services, and create a sharing and cooperation link for the friends and the surrounding maternal and child service businesses.

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But there is a slight difference in the way that Yue you go on the new retail Road.

Compared to the heavy asset mode of children's Wang and other products and services, Yue you take strategic cooperation in commodity retail channels, adopt a comprehensive ecological circle light asset mode in maternal and infant services, and share big data, membership, marketing and independent brand system.

In the expansion of chain channels, purely self operated stores require high speed and capital chain pressure. The recent financial report of Wang Pilu can illustrate this point.

And through the combination of franchising and regional cooperation, we can quickly expand stores and seize market share.

In October 2014, Le you launched a rigorous alliance mode to develop the "Le you franchise", ensuring the product quality and brand safety through the unification of online enterprise resource management system and membership management system, as well as the unification of offline chain stores, commodities, supply, collection, management and other standards.

During the development of franchise cooperation, Yue you mainly adopted a strategic cooperation mode with the local leading commercial enterprises.

Since its cooperation with Xinglong Guangyuan supermarket in Qinhuangdao in June 2016, Yue you, as a representative of new retail mothers and babies, has rapidly provided various retail service terminal solutions through flexible and diversified retail terminals in cooperation with traditional stores, supermarkets, drugstore chains, hospitals and big health partners.

The cooperation between Yue you and the central shopping mall in Nanjing indicates that Yue you has officially entered the Jiangsu market and launched a nationwide expansion of baby territory, which is in line with the desire of the global friends to select the mother and baby supply chain and provide consumers with more convenient shopping.

In addition to the above channel sharing, Le you and strategic partners also share online channels.

Since October 2014, the O2O all channel strategy has been launched to launch the online and offline integrated mother and child retail solution of "APP+ online shopping mall + chain store".

We have completed the online, offline, membership, merchandise, order, marketing, to achieve APP, online shopping mall, chain store between the three interoperability.

It means that both strategic partners and self owned stores can enjoy the same big data, membership, marketing and independent brand system.

Written in the end: with the full liberalization of the second child, the baby industry will be a blue ocean.

However, many examples show that in the face of the new retail era of consumption upgrading and retail restructuring, the unchangeable baby business faces the fact that even the blue ocean will dissipate because of its unclear positioning, and perhaps only have sustainable characteristics such as music and friends that have their own differentiation and can not be duplicated.

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