Wanda Baby King Wants To Redo The Children'S Music Industry With The Logic Of Social Business.

In February 22nd, Wanda culture's children's business paradise online was sold for over 3 million 520 thousand yuan per day, and the sales of Baby King's paradise and Baby King's early education line exceeded 9 million and 8 million respectively on 28. In the whole February, the sales of Baby King's paradise and early education were over ten million.

It is worth noting that by the outbreak of the epidemic, the more than 500 treasure stores in February were all closed shop.

Under the condition of online suspension of entity stores, baby Wang's online revenue has increased. Wanda baby Wang Group Limited introduces to the media, mainly due to two aspects: on the one hand, it has pushed forward the digital transformation; on the other hand, it is trying online.

　　 Holding thousands of Mama's heavy line business

Public information shows that the users of Wanda baby Royal Children's theme park aim at the 0 to 8 year old Chinese parent-child family, the main theme of animation IP theme. Wanda Group, as the new format of Wanda Group, consists of three major sections: amusement, early education and IP.

Wanda Group's expectation for baby king, from the annual meeting of Wanda held in Harbin in 2017, Wang Jianlin, chairman of Wanda, repeatedly mentioned that "king of babe is likely to exceed Wanda film and become another new core enterprise of Wanda Group". It is reported that in 2017, Baby King Group earned 1 billion 440 million yuan, an increase of 176% over the same period last year.

Turning to the transformation line, baby Wang Fang introduced to the media, in fact, it has been doing it since last June. "Since June last year, the small program and APP have been initially launched. Due to the strategic adjustment of the company, the online business has not yet worked hard. During this period, we mainly do solid basic skills and improve system construction. We originally planned to do online marketing during the Spring Festival, because of the delay of the epidemic situation.

Through the relevant personnel of baby Wang, two weeks ago, the company leaders realized that they could not wait to start their business, so they began formal online marketing. "The first weekend Park sales exceeded 7 million, and early education sales broke 10 million in February. Good results were achieved by the attention of the leadership of the headquarters and the active participation of the front line staff. At present, the leadership and business departments of the company attach great importance to the line, and the departments cooperate with each other to develop the online as a key point.

"The epidemic will make great changes in the music industry. Customers will buy online entertainment products, online customer service and mother promotion groups." it will become a normal way to reduce the sales pressure of frontline staff.

According to its disclosure, 6 years have been set up, and more than 300 paradise stores have accumulated a large number of loyal members and fans. For this member base, children's thematic growth courses are introduced in playground, eight abilities to train children and parents' pain relief are welcomed by parents.

"We are now doing business transformation, increasing interaction with children and cultivating children's ability, so now we have launched the children's theme growth course, which is a course developed by the children's psychological experts of Chinese Academy of Sciences. Similar courses and business are easier to interact with parents and children."

　　 Remake the music industry with the logic of social business

According to Wanda baby Wang, at present, there are many mothers in each store. There are thousands of mothers in the country. There are many ways to carry out activities around this huge community base.

"One is shopping guide pull new, there is a royalty fee; one is the member pull new, there are coupons Award; through the public number, small program pull new; when the store opens, the consumer self scanning line next store two-dimensional code becomes a member." The new members will be rewarded accordingly, including the exclusive package and privileges, and the old members will take part in the activities of the new members, the new members will join the club and purchase the amusement products, and the old members will be rewarded accordingly.

"It's possible that this kind of social networking business is playing a very common role in retail industry, but it's hard to control the amusement industry in reality, especially the chain amusement industry, so we try to promote it through online tools."

According to a person in the entertainment industry, compared with the retail industry, the online promotion of amusement industry is mainly limited to the following points.

"First of all, late development, low starting point, generally bad information and digital level; secondly, amusement is a non-standard industry, it is very difficult to achieve standards, the earliest is personal, husband and wife shops do not need standards; in addition, personnel constraints, the entire entertainment industry's personnel power and retail sales still have some gaps."

In addition, the industry pointed out that, in addition to these, the last is the difference of customer groups. In his words, the retail industry can be sustained, but amusement is phased. When the child passes that stage, loyal customers will also lose.

"But in fact, from the new cost of users, I think the amusement industry is lower than the retail industry."

It is reported that there are 3 main characteristics of the new children's amusement industry: first, customers are just needed, and are suitable for children to play (based on close proximity to families and suitable environment price); secondly, there are more frequent customers, who pull the customers together through children as a link, such as a community or a kindergarten, while children are playing adults to gather and communicate with each other.

Finally, when the customers are waiting for the gap, they can basically complete the coupons, send their friends circle, and so on.

"Idle is idle, so later we may want to do some business to kill parents' free time, such as games, online dolls, guessing music and so on to promote La Xin."

　　 It is difficult to digitalization of music industry.

Under the epidemic situation, how to transform enterprises into digitalization has become more and more enterprises' thinking and practice. Under the epidemic, there has been a phenomenon that has been overlooked in the past. In the past, most of the children who took their children to the playground were mostly grandparents, including the grandchildren of the elderly. But through the epidemic, it was found that in fact, the way of recharging parents online and then leading the children to the line by the elderly can be accepted.

It is understood that compared with the digitalization of other industries, the difficulty of digitalization of music industry lies in the standardization of service evaluation system.

"I have done retail sales for many years. It's really hard to make standardization after contacting the amusement industry. One industry insider said that compared to the offline stores that sell maternal and infant products, the amusement industry essentially sells services, so the assessment system is more complex.

At the same time, the industry pointed out that more energy is still the image of the store, judging from the passenger flow, credit card rate, revenue and customer feedback to determine the overall situation of the store.

"The revenue of a store comes from the frequency of shops and the unit price of shops. In fact, if we judge by the result oriented, we will find that these two good stores and poor stores do not look too much. As long as we increase the frequency of shops and increase the membership base, this store can do a good job."

"Through the epidemic, the headquarters still found some shop staff very expressive, but the busy shop did not show them stage and policy guidance."

According to a practitioner, the live broadcast of mother and baby shop should add some substantial contents. The direct broadcast of the parents should be a way to help parents solve the educational pain points, and launch products on this basis. But if the audience of the live mother to child is the child (for example, the online course that baby Wang is doing now), we must do well in the interaction. Otherwise, it will be difficult to achieve the desired result.

In addition, the relevant media noted that baby king is also interacting with members through the way of shaking, mother groups and other forms to attract children and increase the stickiness of users, so as to ensure that customers do not lose.