Child King Will Strengthen Collaboration Between Online And Offline

According to the world clothing and shoe net, a few days ago, Tencent invested in Yonghui supermarket for capital.

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The concept is on fire again, and the new three board mother and child retail enterprise children Wang (839843) is also strengthening collaboration between online and offline businesses.

Although the paction has not been active since the listing, the market value is still up to 14 billion yuan at the latest price.

Started off the line and opened the first physical store in Jianye, Nanjing in 2009.

The main store is located in a large shopping center, with a total area of more than 100 thousand square meters. The average store area is about 3500 square meters, with the largest store area of nearly 10 thousand square meters.

Since 2014, the company has increased the expansion speed of offline stores, and opened 24, 47 and 67 offline stores in 2014 -2016.

By the end of 2016, the number of newly opened stores in 2014 accounted for 79% of the total number of stores and 12 stores in the first half of 2017. At present, there are more than 200 stores under the line of children's -2016.

Children Wang said that the expansion of the acceleration line is to grab scarce resources.

Guoxin Securities analyst explained the necessity of grabbing the scarce shopping center in the research report. As of the end of 2015, the total number of shopping centers in China was 4200, and the shopping center of more than 100 thousand square meters was only about 380. With the saturation of the first tier cities, the second tier cities will become the main growth areas.

Chen Yu, an analyst at Analysys life service industry center, thinks that the expansion of children's stores is not an increase in hundreds of years, but a gradual expansion from 2014 to 2017. It can be seen that the expansion of the children's line is a rhythmic healthy development.

"Children's King adopts the national expansion strategy, which is different from the regional brands such as baby friendly island and baby friendly room, so the expansion of this store's number level is within the controllable range."

Chen Yucheng, from the whole maternal and child retail industry, offline sales account for about 2/3 of the total.

Securities Dealers told the Securities Times New three board forum reporters, offline sales have their irreplaceable place.

Children's Wang line stores built amusement places (such as baby swimming and sand pools), and introduced third party educational institutions. Each year they held more than 700 interactive activities under the line.

She predicts that in the next 2017-2020 years, the children will still keep the average annual sales of 50 new stores.

The retail mode of mother and infant is various. According to the relevant research report, Mothercare, the largest store of mother and infant products in Britain, pursues a big store mode. There is a more positive globalization strategy. The Japanese parent and infant retail representative enterprise, West Song house, adopts the chain store mode to locate the local market.

Relative to the line, the child Wang later started the online layout.

In November 2015, the mobile terminal App was formally launched. By the end of 2016, the total number of registered users reached 3 million 880 thousand.

In the first half of 2017, child king App launched the full scene scanning code purchase function, scanning product packaging bar code at any time and anywhere, obtaining product information and buying at one key.

Next year, the children's shop has been digitalized and online, and the online and offline platforms have been further integrated.

It is reported that the child Wang also launched a professional parenting consultant and expert team, to provide customers with child care knowledge consultation, nutrition and other customized value-added services.

Meanwhile, the children also provide new value-added services such as new passenger drainage, brand promotion and brand member activities.

In 2014 -2016, the child's gross margin level remained at around 25%. In the first half of 2017, the child Wang Mao rate was 26.79%, an increase of 2.64 percentage points over the same period last year.

Statistics show that, on the one hand, the first half of the year showed the effect of precision marketing based on the big data of members, which reduced the issuance of universal net vouchers. On the other hand, the proportion of gross income in the first half of the year was higher than that of the total revenue.

In the first half of 2017, the kid Wang realized a net profit of 61 million 450 thousand yuan, and for the first time since it was founded, it turned into a profit, and its business income reached 2 billion 660 million yuan, an increase of 39% over the same period last year.

He Hui, deputy general manager of the children's Wang, told the media that the next step is to take the route of "intelligence + Internet of things". "Every cloud system of child king will be implanted with big data and AI capabilities with the development of technology. Combined with the Internet of things, it will have the ability of self learning and upgrading and interacting with the outside world."

For example, the customer service part of artificial intelligence is added to the childcare consultancy service, and the automation algorithm is added to the commodity display. According to the level of each member and the consumption situation of its children in the king's shop, the personalized marketing is made, and the system is automatically priced, and the price that everyone sees is different, and the images seen are different.

However, some brokerages believe that the pformation of traditional mother to child retail business just caters to the concept of new retail, but in fact, "pformation has long started and has been groping, and there is no clear conclusion now."

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