Why Do The Traditional Brands Like Good Kids And Semir Play The Idea Of "Small Town Bao Ma"?

Raising a baby = raising a professional banknote machine? I believe many parents have a deep understanding.
Born in 1989, she was in Guangzhou, preparing to wean her baby after 1 months of age. Clothes, bottles, carts, diapers... This shopping list can not be seen at all.
Small water rough calculation, before weaning, families spend at least 1500 yuan per month, after weaning, a pot of milk powder three hundred or four hundred yuan, the little guy's "broken banknote" speed will accelerate.
Nelson, a market consultancy, released the research on the trend of shoppers in 2018 China's maternal and infant products market, showing that young parents are stimulating consumption of maternal and infant products. 39% of the parents of one child are "after 90", 76% of the second child parents are "after 80"; from the 5 month of pregnancy, the average monthly expenditure of maternal and infant products exceeds 1000 yuan.
The consumer market, which is stimulated by the baby, should not be underestimated. It is estimated that the maternal and infant market will exceed 3 trillion by 2020.
Seeing the draught, many big guys have already come to the end, and two of them are very eye-catching. One of them is the world's largest children's product company, a good boy group. One is to make children's clothing the first Semir in Asia.
In 1989, 40 years later, Song Zheng, a middle school principal, founded a good boy in Kunshan, Jiangsu. After 7 years, Qiu Guang, a 45 year old businessman from Wenzhou, founded Semir. By this year, Song Zheng is 71 years old, Qiu Guang and 68 years old.
Now, they invariably aim at the treasure mother family in the sinking market, and have started the new retail of mother and infant.
Go to the sinking market and dig gold.
In mid October, Song Zheng, 71, arrived in Shanghai from Kunshan, Jiangsu to celebrate her 30 birthday. He received several media in turn, and hurriedly picked up a few lunches. The most exciting thing was the new retail transformation.
In 2015, the "good mother" was launched by the good kids group. It was originally the more than 100 brands of mother and infant products sold by the good children under its operation and agency. App orders, store distribution and door-to-door installation.
Public information shows that her mother has accumulated a total investment of over 100 million yuan. In late last year, mom was independent from good children and is now looking for external financing. "When they are released, they are like fish in water! I believe I will run out. " Song Zheng added.
Coincidentally, two months ago, Semir released its mother and baby new retail platform, "Beckham", specially chosen in the birthplace of its venture - Wenzhou. Semir chairman Qiu Guang and specially came from Shanghai, for "please Bei" platform.
Please call yourself "balbbara brothers brand", founder and CEO Shi Ming Le said, please Bei is a new species of Semir exploring online and offline integration, aiming at the 2-5 line city. It hatched from inside Semir, and also accepted the investment from the Korean ISE fund.
As a good boy for baby stroller, why do the two leading industries build Semir's new retail platform?
　　 Social networking and activation offline
Song Zheng and Qiu Guang also saw the trend of merging online and offline very early. They did not make any big moves because they did not find a good soldier to fight. They are the kings under the Internet, and the electricity providers do the same with the category. But how do we do it online and offline?
Invariably, the two giants cast their sights on the talents left by Internet Co.
Mother's good platform team, mostly for the old Alibaba. In the pioneer group, Shi Ming Le worked in Semir for more than 10 years, once to Tmall's new retail business, and returned to Semir in 2018 to establish the invitation. Beckham, co founder and COO Cao Ailing, also worked in Tmall.
Mom and I have a lot in common. In doing so, good children and Semir also thought of going together.
Good children, Semir's traditional brand is the new retail of mother and baby, the first question is: where does the traffic flow from?
There are three answers: commodities, offline stores and social fission.
First, look at the commodities. No matter how good the mother is, please Bei is a private brand, an external brand in parallel, one stop shopping.
The good self part of mom is the more than 100 brand of the good children's group's operation and agency, and the external link is the source of Tmall. Please choose some products from mother and baby brands, such as Pigeon, Lego and other children, including "home life".
Why do we do this? The key is staying.
What to buy for the baby and where to buy it is usually decided by the mother in the family. Buy mother and baby products, and buy family necessities for family members. Why not?
There are more than 3000 stores under the line of good children, and are popular in three or four cities, such as Anhui and Fuyang. And Semir line nearly 10000 stores, mostly distributed in the 2-5 line cities.

Offline stores can be converted into pre positions. Is shopping guide the best "push"?
Shi Mingle said: the next line of Semir stores will reach 950 million people a year, which is both the traffic entrance and the front warehouse. Under the line, 100 thousand Semir store guides can be pushed or deliveries.
Mama has done it. Its self operated goods are placed in the distribution area supported by stores, and the distribution of stores can reach 3 hours at the fastest time.
No matter whether they are good or bad, they use social fission to attract the "treasure Ma" of the sinking market. Apart from "Gang group" and "bargain", they try to cultivate a KOL of a friend circle based on the way of "sharing money".
Please be a partner, and buy 199 yuan gift bag as a "partner" to save money and share money. And mother good is "save money leader" upgrade system, launch members shopping can earn commission.
　　 What are the mothers outside the Fifth Ring Road?
Focusing on the sinking market is a good consideration for both good children and Semir based on endowments and market opportunities.
What does the user of the sinking market look like?
They may earn less than 5000 yuan per month, but the actual disposable income is 4-5 yuan. Without the big mountain of mortgage loans, the "treasure Mom" of the sinking market is rich and leisure, and is more willing to give birth to children than the women in the second tier cities.
According to the 2018 survey data from the Kayu consumer index, 60% of the 0-3 year old infants live in the offline cities, and 49% of the sales of maternal and infant products come from the offline cities.
However, because of the asymmetry of information, the "mothers" of the sinking market do not know what good products are, or know what good products are, but they can not buy them.
Opportunity lies in the gap between supply and demand imbalance. Good children, Semir aims to sink the market to do the new retail of mother and baby, that's the reason.
The sinking market is also different from the consumption habits of the second tier market.
According to a survey by Analysys consultancy, in 2019, the total number of people in the sinking market reached 291 million people (Android system), of which 240 million were active in comprehensive, special sale and social business, and women were the main force of "chopping hands".
Although the "five rings" crowd is easily provocative by three words of "cost performance", the ranking of quality, quality and word of mouth in their minds has exceeded the "price".
Good products cheap, social fission, mother good and please Bei Zheng is to rely on these two points, to sink the market "treasure mother" all over the net.
Mission of the next generation
Many years ago, Song Zheng also said that the products produced by good children group, their grandchildren (granddaughters) often used the first trial.
Now, her daughter Song Xinran plays the role of KOL, and begins to speak for good children.
Song Xinran, who was born in 1978, is not only a senior vice president of good children group, but also a micro-blog red man who sits on millions of fans. Her net name is "SharonSharonk", and her mixed blood children attract many eyes.
Song Zheng is also with his daughter. The baby car is the first generation of good children.
At the same time, the name of Qiu Guang he's son Qiu Jianqiang is frequent with the expansion of Semir's territory.
In 2018, Semir bought the French children's wear group Kidiliz with a total of 110 million euros in cash, making up for the lack of high-end layout. Qiu Jianqiang, vice chairman of Semir, completed the delivery on behalf of Semir in France.
Qiu Jianqiang (right front row) took part in Semir's takeover ceremony for kidiliz.
Beth's investor, Shanghai Semir Investment Limited, is also Qiu Jianqiang. The company's investment list includes Kaye's story telling, children's enlightenment education group, Mai Tao parent-child and so on.
Song Zheng, Qiu Guang and he were all "created generation" from scratch in the 80s and 90s of last century. In the first 30 years, they saved factories, brands and assets, and now their next generation has joined the new retail channel.