Text | Middle-aged media reporter Shiratori
The intensifying price war has directed the attention of the mothers to the price. Consumers are paying more and more attention to the price, and the difference of 5 yuan and 10 yuan can be attracted to other stores. In the long run, the terminal is caught in a vicious circle, the price war cannot be stopped, and the profits of the stores are getting thinner and thinner.
As the general manager of the nascent era in Changde, Hunan, Tian Tian chose another idea beyond the price war: customized services.
Post-90s and post-95 mothers pursue the quality of life, and "private customization" is sought after by young people. This term is particularly applicable in the mother and baby industry. Each baby and mother are differentiated individuals, and the situation between people is different, and "customized services" can better reflect the value brought to customers in the new era.
How to achieve customized services?
Tian Tian said that it is easy to say, but it is difficult to do.
(General Manager of The New Age, Tian Tian)
Professional first, sell later
Consumers in 90 and 95 don't like to sell. Vigorously promoting products is not only laborious, but also easy to cause customer disgust.
"Do a good job of the professional part, selling goods is a matter of pushing the boat along the water." Services that are supported by professionals are easier to gain the trust of Bao Ma.
Tian Tian believes that when guests bring their babies into the store, the first thing that the mother and baby store needs to do is not to sell goods, but to care about the baby's condition. Therefore, the professional level of the clerk is very important.
In the new era, from store managers to employees, they are trained in parenting, nutrition, health management, etc. "Generally speaking, a clerk has a positive attitude and can provide targeted guidance for common health problems in babies in 1-3 months."
"With professional skills to put forward targeted guidance and suggestions to Bao Ma, Bao Mom saw that the baby's health has improved, and naturally trusted the new era." Bao Ma's attention is focused on the services provided by the mother and baby shop, and it will no longer be particularly sensitive to price. ”
Care first, sell later
The return visit can not only understand the baby's physical condition in real time, but also have an in-depth emotional exchange with the mother.
"Stores send promotional messages to customers, and people may not want to see them." But if you ask about the baby's recent situation, she will not only patiently reply to you, but also feel that you attach great importance to her baby, and you are no longer a pure buyer-seller communication, there is a lot of temperature and emotion between each other."
Bao Mama has experienced the customized services provided by the new era, even if others use low prices to lure, she will first consider considering, in order to buy products from unfamiliar channels for a little discount, is it safe? Is it good for children? Can you still get attentive service?
The new era relies on customized services to increase its own value, which cannot be replaced by the difference of 5 yuan and 10 yuan.
"The price war is not a long-term solution, and the future of mother and baby stores will compete for services." Taada said.
Click one to see, 2022 fortune