How Should A Small And Medium-Sized Mother And Child Entity Store Pform Itself? How Can It Be Innovated?

The mother and infant store has entered the "Red Sea" hand to hand fight, and the homogenization of entity management is becoming more and more serious.

Tang Bin, a manager of the Shang Lei Shi Group, believes that category management, service projects and emotional marketing will become the three trump card for the future development of mother and child stores.

The mother child entity store has mixed feelings.

Mother and baby store is mixed.

Hi is due to the new deal of the second child, giving the mother and baby shop owner a shot in the arm, and all the bosses are cheering.

According to the data from AI consulting, China will increase 18 million newborn babies by 2018, and the market prospect is excellent.

The worry is that the large maternal and child chain stores are surging and murderous, sinking into the three or four line market, running horses, and snatching the mother and baby market. Now they are showing alliances, joining liberties, and moving to the mobile Internet.

Regional small chain mother and baby store is facing high cost, homogeneous commodity, old mode and weak team combat capability, and the supply chain advantage is not obvious, and business volume continues to decline.

So far, the maternal and infant market has entered the "Red Sea" competition. The three words can summarize today's mother and baby market: large, the mother and infant market is very broad; scattered, medium and small maternal and child shops are numerous; in the future, the mother and child entity stores will provide more and more professional services, which is inseparable from the segmentation of the small personalized mother infant chain brand and the market segmentation.

There will be three types of physical stores in the future mother and infant stores.

The first is a large number of huge oligarchs, represented by Yue you, love baby room, Zhongyi million pregnant baby, Beibei bear and so on.

The second is Tuen Tuan heating, consolidating the position of the store alliance, represented by Allia Xiao you, AI baby island and other alliance bodies. In North Central China, we can see groups that have joined, and the brands such as mother and baby have appeared.

The third one is unwilling to give the big children to other small and medium-sized maternal and child shops.

What kind of pformation does this kind of small and medium-sized mother and child entity store for innovation and pformation?

Three cards for mother and child store

From the end of the last century to the beginning of this century, there was an era of material shortage and commodity shortage. Small and medium-sized mother infant chains and monomer shops mainly started selling milk powder and children's clothing.

At that time, the market was very extensive. Without the influence of Internet commerce, people felt that the days were not bad, and they made the first pot of gold without knowing it. So they began to expand and start a relatively primitive chain business.

According to the world clothing shoes and hats net, today, after the market has changed, the batch of mother and infant stores have begun to become very uncomfortable, and their performance has declined.

The development of Internet business is a major trend. The Internet is China's future card. No matter whether it is online or offline, there is no reason to oppose it.

Let's first look at the pformation of China's retail industry: supply and marketing cooperatives -- commercial supermarkets.

MALL -- professional shop -- Internet Mall, this series of changes are the result of the progress of commercial society.

The market of mother and baby as a group of people is also evolving, but it has evolved much later than the environment of large retail business.

The development process of any industry or enterprise is a parabolic process. Before the parabola reaches its peak value, the operator must learn to create the starting point of second parabolas, that is to say, it is necessary to learn to build the business of the shop or even to start the business again. Only in this way can the market life span be extended continuously, otherwise, it will only decline or even disappear.

To make a small or medium chain store or a single store under the line of mother and child shop, we must learn to innovate and pform, but not to change careers.

How can we survive? Back to the theme we are discussing today, the three cards that mother and baby shop will play in the future are category management, service items and emotional marketing, which will become the three trump card for mother and child stores to reverse the situation.

1. Category management

Category management, referred to as CM.

There are many leaders in category management, such as the 7-11 convenience stores in Ito's Yang hate hall in Japan, the Watsons of Hongkong Changjiang Industrial Company, the famous brand superior product of Ye Guofu, the brand of Hongkong pharmacy, Wanning, the toys and anti city of mother and child, all these are successful examples of the category management business shops, and their success lies in the success of category management.

But category management is not a simple commodity classification management, it mainly lies in the following aspects of deep and meticulous work:

First, customer positioning strategy.

Who are your customers? Where are they? What do they need and how can they be loyal to you?

Second, commodity variety structure and brand positioning and bargaining power.

At present, a lot of monomer entity stores account for the proportion of products that guide customers' consumption direction. The proportion of products with trend culture is better than that of products. The proportion of products that sell well and mature, and the proportion of commodities that can get the best profit are not good enough.

Mother and infant stores should learn to guarantee the proportion of new commodities with high gross profit, control the proportion of mature commodities, and recommend the products with high gross profit to customers, find out the commodities with high gross profit and growth potential, and expand the proportion of sales.

Third, the efficiency of commodity management.

Commodity quantity, management cost, stock structure and turnover efficiency.

Fourth, the positioning of commodity image.

Small and medium-sized mother and child stores must learn to differentiate and manage their businesses and establish their own commodity image. Whether they sell milk powder, clothing or toys, shop owners and owners must have a clear personality orientation.

Fifth, profit management.

How to enhance the growth of new products, strengthen the growth of commodities, consolidate profitable products, and achieve a sustainable profit level by combining boxing.

The five point category management strategy is the combination of physical shops to enhance their operational capability.

It is suggested to take the route of multi product category + service project in the big store, and take the route of limited product category + service item in the store.

Small shops do not have to do all the products, do the same, bigger, but it is necessary to dig deep in a sub item, a single point of breakthrough, this is the key to the success of category management portfolio.

If you need to be a physical store boss, you should learn to manage the strategy of "single point breakthrough and deep excavation". Only in this way can your store and your brand have the market competitiveness and defense fortress.

The era of maternal and child market goods and services just needs to be passed. Now the key issue for mother and baby marketers is how to solve the elastic demand of customers. The market demand of elastic demand is very large, but the demand will be relatively high.

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So, what is the problem of the current small and medium-sized mother infant entity? The two word "identical" can not awaken the new wave of consumer demand.

What we need to remind you is that the shop area is limited, the space of category management is unlimited, and it is valuable to do fine and special talents to create valuable shops.

2. Service items

The chain of maternal and infant large coffee bars has occupied half of the territory. Their fortifications and competitive fortifications have already been built. The chain of small and medium-sized mother and infant entities needs to be precipitated in the market for a long time, and the core competitiveness has not yet been established.

So what is the link between small and medium-sized mother infant entity chain and what needs to be stabilized in the elastic demand market? That is, the second card: mother infant service card.

The maternal and child industry is large, scattered and specialized. As long as there are high-quality service projects and a group of people who are conscientiously doing a good job in the project, this card must be a trump card.

According to data analysis, in 2015, the average consumption of urban and rural low maternal and child markets was 11197 yuan, of which 39% of the services were in the urban area, and 21258 yuan per capita consumption of urban high-end maternal and child markets, of which 49% were the service category.

Through the comparison of these two sets of data, we can find that the higher the consumption market and the higher consumption group are, the higher the demand for maternal and infant services will be. The more consumptive consumers will spend more money on their services, especially the demand for online childcare, medical treatment, swimming therapy, early education, photography and other service items.

A mother spends 7748 yuan on child rearing, spending 55% on purchases and 45% of services.

From these figures, we can see that there is a very large market space for service marketing in the future maternal and child management. This is also a matter of concern for the mother and child shop owners and small and medium-sized maternal and child store owners. The proportion of maternal and child service projects will continue to rise in the future.

In the future, the proportion of service expenditure will also increase. This is a trend. This is also the way of pformation of mother and infant entities under the line.

However, the threshold of maternal and child service projects will also increase, and the requirements of operation management level will be different. Once successful, it will be the killer of mother and child stores to establish brand core competitiveness.

What kind of services are suitable for small and medium-sized mother and child shops? An example is SPA, which may be said that we can't earn money by buying baby SPA and baby swimming therapy.

This situation is because you do not pay attention to, do not do professional, if you pay attention to the baby swimming therapy baby SPA project, maternal and child shop profits will increase substantially.

Service marketing is a multiplier way for stores to sell goods.

3, emotional marketing

Shop in sales training often mentioned: "the sale of goods is the pfer of emotions", the traditional store in the process of marketing and service to be good at playing this brand of emotional marketing.

The essence of commodities is

The carrier of value.

In the past, when we were doing business super chain management, we often had such analogy. According to what 7-11 convenience stores, 1 bottles of Yi Bao can be sold to 3.5 yuan, while ordinary supermarkets can only sell 1.1 yuan, still no one can buy, and can only be sold out of date?

This is the echo of marketing. 7-11, the intention of delivering value to customers is "convenience, brand and fashion."

During the rush hour, the 7-11 convenience stores queued up to pay the bills, all of which were young handsome beauties. This is one kind of marketing, and 7-11 of the brand value satisfied the "fashionable, convenient and simple" concept of life that the crowd needed.

This form of marketing is the combination of value, and this successful marketing case is just a model that mothers and children store need to think deeply and draw lessons from.

In contrast, the price competition and brand competition between traditional mother and infant shops, their peers are all marketing tools which are not conducive to the substantial development of physical stores.

In today's mother and baby market with strong demand, emotional marketing is very important.

The mother and baby market is an emotional and professional industry. Customers can not buy a jar of milk powder is to buy a can of milk powder, it is a scientific child care, a kind of safety and trust, this is the emotional needs of consumers.

To make a bathing therapy for the baby is not simply to soak a bath, touch the back, rub the legs, but to give the baby care, health and great maternal care.

Emotional marketing is everywhere in the maternal and child resilience market.

The future of mother and baby industry is two words, integration, integration of online and offline, integration of products and services.

There are many mother and infant stores in the development of their own APP, micro mall and so on. This is the process of integration online and offline.

In the future, mother and child shop can not simply sell milk powder, sell children's clothing, sell protective products, and integrate professional services into products.

The maternal and child industry has entered a hand to hand fight. Everyone is watching this cake and the competition will be more and more intense.

In the maternal and child market, we must "forget the original intention, always insist", play the above three cards, win in the future!

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