Mother And Baby Electricity Supplier Honey Buds Accelerate The Line To Expand The Acquisition Of Leisure Hall Straight Shop

No longer satisfied with selling mother and child products online, but targeting children directly under the line.

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According to the world clothing shoes and hats net, in April 8th, the reporter found that the mother and baby Electric Business Honey buds were purchasing the family family entertainment chain brand youyou hall, and youyoutang brand will be retained.

In fact, as early as 2016,

Aiming at the mother and baby market under the line, they have invested strategically in the leisurely hall, and the two sides have started frequent interactions.

At the same time, honey buds in Beijing, Shanxi, Chongqing and other cities and regions opened a similar honey bud paradise with youYou hall, and gradually opened up the franchise.

Not only limited to honey buds, Jingdong, Suning, baby tree and many other enterprises have accelerated the separation of the mother and baby market cake.

Increasing the number of children's amusement facilities is regarded as a way for enterprises to expand their business, improve user stickiness, and solve the "Exhaustion" of online traffic. But in reality, traffic guidance and realisation are still to be seen.

Acquisition of youyou Tong direct shop

The maternal and child electricity supplier has given high hopes to the children's amusement market under the line.

In April 8th, reporters conducted a field survey and telephone interviews of several stores in Beijing youyou hall, and found that honey bud was buying the youyou Tang.

The relevant person in charge of Yau Tang square shop in Yau Tang hall confirmed to reporters that honey bud has completed the acquisition of Yau Tang store, and the two sides are carrying out the docking of related systems. The future outlets of Beijing youtang hall will all be included in the honey bud.

The brand of youyou hall will be retained, and it will not change the name of the store because it is bought by honey buds.

The above sources revealed.

It is reported that honey bud is buying more than 40 stores in Beijing, Shanghai, Guangzhou and some major second tier cities.

The official official of honey bud, on the grounds of the acquisition of youyouya to youyoutang, did not disclose more details to reporters.

According to the reporter's understanding from a number of stores in youyou hall, you can be divided into direct stores and franchised stores in Beijing.

From the information introduction of Yau Tang square store in youyou hall, we can see that there are 21 Aegean Sea shops, blue harbor stores, and Xiangyun store Xiangyun Town store in Beijing, which are based on the shopping center of Beijing.

The shopkeeper of Beijing youtang square, youyou Tang, said that a few new stores have not been included in the updated list.

The official said there were 24 stores in Beijing, 14 of which were direct battalions and 10 were franchisees.

"After the completion of the acquisition, only youyoudian store will be put into the honey bud system and accept the management of honey buds. The franchisees will still operate independently, but the backstage systems and management of franchisees and direct stores are interlinked and will not affect consumers' experience and consumption," the official explained.

Despite the unified management of home stores and direct stores, the reporters found that only stored value cards can be used by all stores. There are restrictions on store use for periodic cards and long currency cards.

Store information shows that stored value cards can be used nationwide, while long currency cards are limited to all direct stores in the country, while the use of more seasonal cards, annual cards and other cycle cards is limited to the use of card stores.

For honey buds youyoutang, youyoutang responsible person said, honey buds look at the system built on youyoutang online, such as payment system and management system. At the same time, the children's equipment developed and produced by Youyu hall is also a resource for children's playground under the layout line for honey buds.

A mother to child electronic business operator, who does not want to be named, said that the mother and infant electric business could attract traffic by setting up a children's playground under the line. When there was a chance of online diversion for stable traffic, especially in the context of the gradual disappearance of demographic dividends, opening stores or even being run by stores was a "heavy work", which was different from the idea of operating electronic business platforms and building supply chains.

Accelerated line expansion

With honey and infant electricity supplier's honey buds, the attention of mothers and infants under the line is increasing.

In 2015, honey bud did not directly intervene in the operation of the leisure hall, but built the honey bud park.

In July 2016, honey bud announced that the first line offline Park was opened in Xiangyun Town, Beijing.

In the middle of 2017, the speed of honey bud opening was obviously faster.

According to the official WeChat push information from the honey bud Park, according to incomplete statistics, from June 2017 to September, honey buds continuously opened nearly 5 honey bud parks in the cities and regions such as Shanxi, Chongqing, Wuhan and Xuzhou, such as the flagship store of U, and the street store in Chongqing.

On the day of July 1, 2017, the mall of Wuhan and Xuzhou Huaihai world OUTLETS store opened at the same time.

In the above stores, honey bud has opened the right to operate the honey bud paradise, and has changed from direct camp to join.

In 2018, the park will fully open its business, set up 20 places throughout the year, and the opening of its outlets will continue.

According to the plan, by the end of 2018, honeybud will open more than 30 honey bud parks in key cities across the country.

In September 2017, honey bud paradise joined the business of testing water, the first franchised store opened in Jinzhong, Shanxi.

Reporters have previously reported that the cost of joining the honey bud park is divided into four levels according to the urban consumption power, and the city joining fees from the first tier to the four tier cities are 250 thousand yuan, 200 thousand yuan, 150 thousand yuan and 100 thousand yuan respectively, and the franchise period is five years.

In addition to the franchise fee, there are three requirements for the size of the park. The store type is divided into community stores, theme shops and flagship stores. The community stores should reach at least 400 square meters, and the flagship store should be at least 800 square meters, and the cost will be 3000 yuan per square meter.

This means that the construction cost will be no less than 1 million 200 thousand yuan.

"Joining the honey bud park is definitely an investment of more than one million yuan."

Honey bud paradise investment personnel told reporters.

The above maternal and child business operators said that the single store millions of investment and long-term continuous investment can only recover part of the profits. For the electricity providers, the cost of investment is high. Location selection, equipment disinfection, personnel management training and equipment R & D are also challenges. Joining and purchasing is one of the fast ways to share cost and accelerate returns and market development.

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Traffic realizable capacity to be tested

As a business extension of the mother child electronic business, real children's amusement stores have been the focus of attention in the industry.

In April 8th, reporters visited the store in Xiangyun Town of Mela Park, and found that the main source of retail facilities was mainly provided by children's amusement park. The sale of some honey buds in the shop was not enough. The floor area was less than 5 square meters, compared with less than 0.6% of the 782 square meters.

Shop assistants say that stores will also sell products from other e-commerce platforms based on the actual situation.

For the current customer group, the store will not take the initiative to drain to the online, but let consumers choose.

Visible from the scene, relying on the flow of stores to the online business platform diversion, or cash is still needed honey buds continue to cultivate user habits.

At the same time, the limited flow of stores is the current situation of honey bud paradise.

The manager of the honey bud paradise said, "the traffic volume on weekdays is generally relatively small. Generally, there are 30 to 40 people every day from Monday to Friday, mainly from 11 to 18 hours, and at most more than 100 people on weekends."

It is understood that the maximum number of stores to accommodate 200 people, customer groups are mainly 5 km within the surrounding households.

It is worth mentioning that there are many maternal and infant stores and children's parks around the Xiangyun Town store in the honey bud paradise.

In the vicinity of Xiangyun Town store in the honey bud paradise, there are many similar children's amusement parks around Lego activity center, Meng pet park, space experience hall, pop Mart, robot store and so on.

The honeycomb shopping hall also has a store in Xiangyun Town, a total of more than 500 square meters.

At present, there are still some differences between the relevant business of yyoutang and the honey bud park.

Taking the annual card business as an example, it takes 5680 yuan to handle the annual card of the honey bud Park, and 10000 yuan for the annual card of the leisure hall.

It can be seen that the two stores have not yet integrated their specific businesses.

Competition for stores

The frequent expansion of the maternal and child electronic business, as well as the cake that many business tycoons continue to divide the mother and baby market, has been ringing for a competitive match.

Jingdong, Suning and other business tycoons crowded into the market, and as a leader to promote the direction of the mother and child business.

The Jingdong proposed a mother child channel sinking plan, announcing that in the next three years, it will open up 5000 entity stores in China with Bejing.

Suning speeded up the pformation of Su Ninghong's children. The new red children's store has combined retail sales and children's amusement projects, and has sunk to the three or four line market.

When Su Ning set up the business group, expanding the O2O store of red children has become one of the strategies.

When business tycoons are strong enough to enter the market, small and medium-sized maternal and child enterprises are quietly planning.

Bao Baoshu started from the early education center to build "Starbucks in the early education industry".

At the end of 2017, the baby tree was expanded across the country and the mother partners plan to speed up the community coverage of the baby tree & Fisher nursery club by investing with mothers partners.

Although the retail store is the main function, the children's amusement facilities have become the standard of the stores.

In fact, with the effect of the comprehensive two child policy being highlighted, the maternal and child market is showing a geometric growth again. The data show that in 2018, the maternal and infant industry in China will exceed 3 trillion yuan, and will maintain a high 20%-30% growth rate every year in the next ten years.

Li Yongjian, director of the Financial Strategy Research Institute of the Chinese Academy of Social Sciences, said that in recent two years, the speed of obtaining traffic from mother to child business has gradually slowed down, and the vertical vertical electricity supplier of mother and infant has to find new growth space. Naturally, the line will be regarded as a new entrance to obtain traffic.

Today, Jingdong, Taobao and other major e-commerce platforms have begun to layout the maternal and child market, constantly squeezing the living space of vertical providers.

Therefore, maternal and child electricity providers need to drain each other online and offline to stabilize consumption stickiness.

More interesting reports, please pay attention to the world clothing shoes and hats net.