The Retail Structure Of Baby Products Industry Is Changing.

Here world clothing shoes Who is going to change the retail pattern of baby products industry?

According to the report, "shop assistant. There is no professional knowledge at all. The sales process is entirely based on feeling. "Store manager. Generally, they are promoted from sales and only sell goods. Shop display is not professional, team management can not be talked about. "Boss. Many from the husband and wife shops do not predict the future, facing the market is very confused. Du Fenglin, chief consultant of Phoenix Ogilvy, was not at all polite when he talked about the problem of small and medium-sized baby shops.

These baby shops are also very anxious. The more shops they open, the worse their performance. Where have all the consumers gone? Have they been diverted from other stores, or have they been diverted from other formats?

Like them, there are manufacturers. Recently, in this industry, popular manufacturers have built "business schools" for their own channel providers. These "business schools" are actually the former "training department", whose main duty is to conduct retail guidance to stores. Now, there are also some projects added, which are also the most important brand management of many chain companies. Manufacturers can't wait to get involved in the terminal. The main purpose of guiding chain stores to do business more professionally is to improve the terminal sales of their products. There is no way to wait for these baby shops to grope for themselves, because they have been fumbling for 20 years or not.

Later generations of chain businesses

There are nearly 20 years since the birth of mother and child professional channels, and many shops were founded in twentieth Century. But compared to big brother like home appliance chain, it is still a pupil level.

Dating back to 2000, the biggest 70 was 30 years old, and they gradually became consumers of mother and infant products. The age of "climbing on the ground can grow up". The era of "family help changing diapers" has passed. New parents have begun to diversify their needs for mother and baby products. During this period, some baby shops were born, and many of the founders were couples who had just started having children. Most of the products were based on "heart to heart".

Around 2005, the market was initially active, and the mother baby store started the first wave of expansion, but this time expansion is more natural to adapt to the expansion of the market. "From 2005 to 2010, this stage of store operation is relatively primitive, and the method is also focused on how to invest and how to promote it. After 2010, the chain really began to take shape, and the mother to child chain began to operate meticulous. Du Fenglin said.

The prospect of an industry can refer to the attention of the capital market. After 2005, capital began to pour in and accelerated the industry's melee.

This process also went through a 2008. This year is a turbulent year for the mother and infant industry. When melamine broke out, consumers were suddenly reminded of the importance of "safety". They moved from individual shops to professional stores, so the professional chain between mothers and babies began to expand, and the attention of online mothers and infants B2C "red children" also reached a high level. Opportunities are accompanied by turbulence. No matter which area, chain stores have expanded rapidly, some have changed from dozens to dozens, and some have expanded from dozens to more than 100. Many maternal and child shop operators thought that their fastest expansion was from 2009 to 2010, and then slowed down.

The process of rapid growth of the industry must be more than just lively and auspicious. Internal challenges and external invasions are brewing. The result of the scrimmage is the clean-up of the industry, which is a threat to any enterprise.

Upstream brands and downstream needs are more subdivided. How can we link two subdivisions?

From several stores to ten stores, the expansion process will start to shop well. From dozens to hundreds, it has to go through many shop Transformation: how to standardize, how to adjust the combination of commodities and brands, how to improve the supply chain, how to achieve differentiation, how to reflect the advantages of services, and how to locate, all need scientific operation.

Many chains began to talk about the word "retail operation". Retailers will conclude that "Retail is Detail, retail is the details." Just like Zhang Lei, director of retail marketing at the chain of Yue Ying, said, there is a thick "development treasure" for site selection.

There are more than 400 stores in the country. If there is no professional retail operation team, 400 will probably become 0 in an instant. As a result, people with rich experience in retail operation have become a resource. There are many WAL-MART operators in the group.

From the initial community store to the later professional chain, from the original "grocery store" business practices, to the fine operation later, to meet the needs of consumers, in accordance with the chain process of other industries, there will be two chain enterprises with strong financial strength and strong operation capability to become a national chain. Just now, we have to consider a half way out of the opponent: electricity supplier.

　 Electricity supplier diversion

In 2013 double eleven public data, under the category of mother and infant, the sales champion of milk powder is the winner, the sales volume is 45 million yuan on that day, the champion of baby products is a good child, the sales volume is 43 million yuan on that day, and the runner up is Pampers 41 million yuan. Compared with the sales category of cosmetics category, L'OREAL just broke 20 million yuan. Sale Well, baby products are definitely big categories. Moreover, some baby products companies have sold more than 5 of the total online sales. Some new brands and even more -- Dongguan kiss, I am a children's product, and their online sales are 80% of total sales.

Like many industries, the impact of electricity providers on entities is less than 10% from the macroscopic data, but the momentum behind them makes the entity channel fearful. It is a more practical question for some mothers and babies chain enterprises to survive before they have the ambition to attack the national market. And not to mention the national seed chain "seed" behind the capital market, it may be planning to attack your base market, and only to say that the shunting of the electricity supplier to the stores has made the survivors of the last round of the escape from the collapse of the individual children's shop a headache.

　　 "Do we have to die before we grow?"

The candidates for the national infant chain are right. Online retailers Also very vigilant. What they fear most is not the price war, but the radical change of consumer behavior. Mothers are getting more and more dependent on the Internet on the acquisition of mother and baby information. Who knows if they will have more mouse and buy things online?